principles of marketing 15th pdf

... Overview of Marketing2: Learning Outcomes3: What Is Marketing? 4: Marketing is… 5: American Marketing Association Definition of Marketing6: Marketing… 7: Exchange8: Exchange LO2 Describe four marketing ... reasons for studying marketing First, marketing affects the allocation of goods and services that influence a nation’s economy and standard ofliving Second, an understanding of marketing is crucial ... studying marketing 1-4 Why Study Marketing? 31: Why Study Marketing? 32: Why Study Marketing? 33: Chapter 1 Video Trang 4Suggested Homework: This instructor manual contains assignments for the Geoffrey

Ngày tải lên: 18/10/2022, 12:21

... Viettel It examines the route of winning the hearts and minds ofthousands of millions of Viettel’s customers in Viet Nam and in the world The study begins with an overview of Viettel, and answers the ... analysis……….16 Part 3: Marketing Analysis a Viettel's market and customer target……….18 b Differential/Competitive Advantage……….19 c Marketing Objectives……… ……23 d Overall marketing strategy….……… ... Trang 1PRINCIPLES OF MARKETINGWay” Army Telecommunication Industry Corporation Nguyễn Thị Thu Hiền Nguyễn

Ngày tải lên: 11/05/2024, 23:47

... production of a wide range of cosmetics It includes skincare, fragrance, and personal care products for women →Maybelline was officially present in Vietnam in 2007 and so far has become one of the ... that cosmetic advertising must have the following contents: Name of cosmetics; Features and uses of cosmetics; Name and address of the organization or individual responsible for bringing the product ... factors affecting the purchase decision such as functions, attributes of the product, the use of the product, the convenience of use, pricing, etc., and collect reviews to become a choice for future

Ngày tải lên: 12/05/2024, 22:06

... the price of stationery increased by 0.34% The group of drugs and medical services increased by 0.02%, of which the price of all kinds of medicines increased by 0.08% Most of the prices of many ... quarter of 2019 and 2020 Generally in the first 6 months of 2021, GDP growth rate of 5.64% is higher than the growth rate of 1.82% in the first 6 months of 2020 but lower than the growth rate of 7.05% ... development of the market Economic factors include the rate of economic growth, the rate of economic inflation, the structure of income and income growth, the change in the structure of spending

Ngày tải lên: 12/05/2024, 22:06

... Trang 4Session 6: Priinciples of Marketing 7Session 6 Principles of Marketing Session 6: Priinciples of Marketing 8 and marketing products 3. Overview of tools for marketing places. 4. Six major ... the capacity and current situation of the place. Trang 7Session 6: Priinciples of Marketing 133. 3 Overview of tools for Marketing Session 6: Priinciples of Marketing 14 ! How place marketers ... Priinciples of Marketing 12 $ Select a target market on the basis of: - Possibility of highest competitiveness to offer greatest benefits to customers. - Receiving a certain number of customers

Ngày tải lên: 16/01/2014, 11:37

... activity, set of institutions, and processes Marketing is… Trang 5Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings ... Trang 2Define the term marketingDescribe four marketing management Trang 3What Is Marketing?Define the term marketing Trang 41 A philosophy, an attitude, a perspective, ... value for customers, clients, partners, and society at large. American Marketing Association Definition of Marketing Trang 6Marketing… Entails processes that focus on delivering value and benefits

Ngày tải lên: 09/12/2016, 12:20

... evaluation, and control of the marketing plan are Trang 5The Nature of Strategic PlanningUnderstand the importance of strategic marketing and know a basic outline for a marketing plan Trang 6the ... activities relating to marketing objectives and the changing marketing environment.  Marketing Plan – a written document that acts as a guidebook of marketing activities for the marketing manager. ... for stating good marketing objectivesSetting Marketing Plan Objectives Trang 36Marketing ObjectivesA marketing objective is a statement of what is to be accomplished through marketing activities

Ngày tải lên: 09/12/2016, 12:20

... try to educate customers of environmental benefits Trang 22Cause-Related MarketingExplain cause-related marketing Trang 23Cause-Related MarketingFor-profit and non-profit organizations cooperate ... society responsibility Explain cause-related marketing 5 6 Trang 4Determinants of a Civil SocietyExplain the determinants of a civil society Trang 5The Modes of Social ControlThe following factors ... business’s best interest to find ways to attack society’s ills. 5 Trang 21Green MarketingThe development and marketing of products designed to minimize negative effects on the environment or improve

Ngày tải lên: 09/12/2016, 12:20

... to marketing managers of current demographic trends Explain the importance to marketing managers of growing ethnic markets 1 4 3 2 Trang 3Identify consumer and marketer reactions to the state of ... the relative cost of a standard set of goods and services in different geographic areas, usually referred to as the cost of living. Trang 30a measure of the decrease in the value of money, expressed ... economy Identify the impact of technology on a firm Discuss the political and legal environment Trang 4The External Marketing EnvironmentDiscuss the external environment of marketing, and explain

Ngày tải lên: 09/12/2016, 12:20

... global marketing mix Discover how the Internet is affecting global marketing © 2015 Cengage Learning Inc All Rights Reserved 3 4 6 5 Trang 4Discuss the importance of global marketing Rewards of Global ... Global Marketing Trang 5© 2015 Cengage Learning Inc All Rights Reserved 5Rewards of Global Marketing • Recognizing and reacting to international marketing opportunities • Using effective global marketing ... importance of global marketing Discuss the impact of multinational firms on the world economy Describe the external environment facing global marketers 1 3 2 Trang 3Identify the various ways of entering

Ngày tải lên: 09/12/2016, 12:20

... consumers make purchase decisions consumers use and dispose of product consumers use and dispose of product = HOW 1 Trang 6Analyze the components of the consumer decision-making process The Consumer ... Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information ... returning the product 3 Trang 22Identify the types of consumer buying decisions and discuss the significance of consumer involvement Types of Consumer Buying Decisions and Consumer Involvement

Ngày tải lên: 09/12/2016, 12:20

... Business Marketing Trang 2Describe business marketingDescribe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business marketing ... types of business goods and services Discuss the unique aspects of business Trang 4Describe business marketing What Is Business Marketing? 1 Trang 5What Is Business Marketing?The marketing of ... role of relationship marketing and strategic alliances in business marketing Relationship Marketing and Strategic Alliances 3 Trang 13Relationship Marketing Loyal customers are more profitable

Ngày tải lên: 09/12/2016, 12:20

... Concept of Market SegmentationTrang 8Explain the importance of market segmentation The Importance of Market Segmentation Trang 9The Importance of Market Segmentation Markets have a variety of product ... 4Describe the characteristics of markets and market segments Market Segmentation Trang 5Characteristics of a MarketAll markets share several characteristics: 1.They are composed of people or organizations. ... SegmentationSubstantiality Identifiability and Measurability Members of targeted segments must be reachable with marketing mix. Unless segment responds to a marketing mix differently, no separate treatment is

Ngày tải lên: 09/12/2016, 12:20

... the terms product item, product line, and product mix Describe marketing uses of branding 1 4 2 3 Trang 3Describe marketing uses of packaging and labeling Discuss global issues in branding and ... control over the intensity of distribution of manufacturers’ brands 4 Trang 27© 2015 by Cengage Learning Inc All Rights Reserved 27Advantages of Captive Brands • No evidence of store’s affiliation ... Brand Mark Brand Equity That part of a brand that can be spoken, including letters, words, and numbers The elements of a brand that cannot be spoken The value of company and brand names Global

Ngày tải lên: 09/12/2016, 12:20

... Explain the concept of product life cycles 4 5 6 Trang 4Explain the importance of developing new products and describe the six categories of new products The Importance of New Products © 2015 ... Marketer Word of Mouth Communication Aids the Diffusion Process Communication Aids the Diffusion Process Marketing Implications of the Adoption Process Trang 30Explain the concept of product life ... 6 Trang 35Growth Stage Increasing rate of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences between brands  Wider

Ngày tải lên: 09/12/2016, 12:20

... 29Nonprofit Organization Marketing Activities Identify desired customers 7 Trang 30• Setting of marketing objectives• Selection of target markets • Development of marketing mixes Unique Aspects of ... Decisions of Nonprofit Organizations Characteristics Distinguishing Pricing Decisions of Nonprofit Organizations 7 Trang 36Discuss global issues in services marketing Global Issues in Services Marketing ... knowledge and courtesy of employees. of employees. Responsiveness The ability to provide Trang 11Exhibit 12.1 Gap Model of Service Quality 3 Trang 12Develop marketing mixes for services Marketing Mixes

Ngày tải lên: 09/12/2016, 12:20

... development and marketing of new offerings among a group of supply chain partner firms Trang 24Returns ManagementThe returns management process enables firms to manage volumes of returned product ... revenues • Increased performance and profitability Trang 8Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important Supply ... management, and discuss the benefits of supply chain management Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important

Ngày tải lên: 09/12/2016, 12:21

... concept of integrated Trang 4Discuss the role of promotion in the marketing mixThe Role of Promotion in the Marketing Mix © 2015 by Cengage Learning Inc All Rights Reserved 4 1 Trang 5The Role of ... Reserved 42IMC Popularity Growth • Proliferation of thousands of media choices. • Fragmentation of the mass market. • Slash of advertising spending in favor of promotional techniques that generate ... common set of symbols. Trang 10Categories of CommunicationCategories of Communication Interpersonal Communication Interpersonal Communication Communication Communication Mass Mass Marketing Communication

Ngày tải lên: 09/12/2016, 12:21

... purchase of a product during An extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted product. Trang 53Loyalty Marketing ProgramsLoyalty Marketing ... Effects of Advertising Trang 5The Effects of AdvertisingAdvertising and marketing services, agencies, and other firms that provide marketing and communications services employ millions of people ... Influences demand for brand in the growth phase of the PLC Often uses emotional appeal. Influences demand for brand in the growth phase of the PLC Often uses emotional appeal. Comparative Compares

Ngày tải lên: 09/12/2016, 12:21

... functions of sales management Trang 3Describe Personal Selling Personal Selling Trang 4Advantages of Personal Selling Personal selling provides detailed explanation or demonstration of the product. ... Trang 12Interactions of the Current Trang 13Capturing Customer DataRather than focusing on the amount of data that can be obtained, companies should focus on the type of data to be acquired ... measurements. – Usually goals are developed in terms of desired dollar values, market share, or profit level – Goals are stated as quotas, or statements of a salesperson’s goals Trang 30Sales Force StructureSales

Ngày tải lên: 09/12/2016, 12:21