principles of marketing by philip kotler chapter 1 slides

... The value of a mileage program reward depends on its next best use Trang 15Marginal Analysis Ideasone additional unit of an activity – Average cost is total cost divided by the number of units ... units benefit from one additional unit of an activity – Average benefit is total benefit divided by the number of units Trang 16Marginal Analysis: NASA Trang 17Normative and Positive Economics– ... Write the equation • Example: Phone bill is $5 per month plus 10 cents per MByte of data used B = 5 + 0.10 D Trang 25B = 5 + 0.10 D– Draw and label axes • Horizontal is independent variable

Ngày tải lên: 03/02/2020, 21:27

... year of law school Trang 11Marginal Analysis Ideas• Marginal cost is the increase in total cost from one additional unit of an activity – Average cost is total cost divided by the number of units ... instead of absolute amounts 2 Ignoring implicit costs 3 Failure to think at the margin Trang 8Pitfall #1Measuring costs and benefits as proportions instead of absolute amount town to save $10 ... Trang 1Chapter 1: Thinking Like an Economist 1 Explain and apply the Scarcity Principle 2 Explain and apply the Cost-Benefit

Ngày tải lên: 04/02/2020, 15:12

... Trang 1Chapter 1 Marketing: Creating and Capturing Customer Value1) All of the following are accurate descriptions of modern marketing, EXCEPT which one?A) Marketing is the creation of value ... Ref: 11 AACSB: Ethical Reasoning 40) Of the following, which is the most important concept of modern marketing? A) customer relationship management Trang 1341) Building, keeping, and growing profitable ... Diff: 3 Page Ref: 16 Skill: Concept Objective: 1-4 Trang 1547) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a .A) frequency marketing program

Ngày tải lên: 05/01/2021, 13:06

... Trang 1Thinking Like an Economist Chapter 1 Copyright © 2015 by McGraw­Hill Education (Asia). All rights reserved McGraw­Hill/Irwin ... 9Opportunity Cost • Opportunity cost is the value of what must be foregone in order to undertake an activity movies possible activities alternative Trang 10Economic Models essential? likely more likely

Ngày tải lên: 01/04/2021, 17:21

... Trang 11- 1Copyright © 2012 Pearson Education, Inc Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall i t ’s good   and  good for you Chapter 1 Marketing: Creating ... 111- 11Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Market segmentation refers to dividing the markets into segments of ... set of actual and potential buyers of a product Trang 10Designing a Customer-Driven Marketing Strategy Marketing management is the art and science of choosing target markets and building profitable

Ngày tải lên: 18/01/2020, 20:19

... evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers. Trang 26 Focus is on relating directly to profitable ... Trang 1Chapter OneMarketing: Managing Profitable Customer Relationships Trang 2Roadmap: Previewing the Concepts1 Define marketing and the marketing process. 2 Explain the importance of understanding ... marketplace. Trang 21Marketing Management PhilosophiesTrang 22The Marketing Plan Transforms the marketing strategy into action  Includes the marketing mix and 4 P’s of marketing: – Product

Ngày tải lên: 18/01/2020, 22:08

... Trang 11 Nguyen Minh Duc 2010PRINCIPLES OF MARKETING Dr NGUYEN MINH DUC NONG LAM UNIVERSITY HCM CITY Marketing v 1 Introduction to Marketing v 2 The Marketing Environment v 3 Strategic and Marketing ... American Marketing Association ( www.ama.org ) v “Marketing is the delivery of customer satisfaction at a profit.” -Kotler & Armstrong Definition of Marketing v “Marketing is the process of determining ... very heart of modern marketing thinking and practice. v The twofold goal of marketing is: v 1 To attract new customers by promising superior value and v 2 To keep current customers by delivering

Ngày tải lên: 19/01/2020, 00:31

...  is defined as the customerʹs evaluation of the differences between all the benefits and allthe costs of a marketing offer relative to those of competing offers.Trang 950) Using customer profitability analysis to weed out unprofitable customers and target winning onesfor pampering is referred to as  ... When sellers focus on existing needs and lose sight of underlying customer wants, they suffer frommarketing myopia Trang 15110) Define customer relationship management and explain its associated tools and levels of relationships.111) Explain why the aim of customer relationship management is to create not just customer satisfaction, but alsocustomer delight ... Thus, over the years, Johnson & Johnson’s dedication to consumers and community service has made it one of North America’s most admired companies  and one of the most profitable. Skill: Applied Trang 33Testname: UNTITLED1 154) Marketing by attraction is about creating market offerings and messages that involve consumers rather than interrupt

Ngày tải lên: 05/01/2021, 11:55

... Trang 6 Marketing satisfies customer needs efficiently and profitably (exchange). Marketing still takes place (customer relationship) Trang 7• The marketing process (Kotler, 2012) Trang 81.1 CORE ... backed by buying powerDemands Trang 10MARKET OFFERINGS• Market offerings – Some combination of products, services, information, or experiences offered to a market to satisfy a need or want Trang 11MARKET ... Trang 1WHAT IS MARKETING?Trang 2LEARNING OBJECTIVES1.1 Core marketplace concepts • Marketing and the marketing process • Needs, wants and demands • Market offerings • Value and

Ngày tải lên: 22/03/2021, 13:23

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Ngày tải lên: 12/08/2024, 13:40

... Trang 2Define the term marketingDescribe four marketing management Trang 3What Is Marketing?Define the term marketing Trang 41 A philosophy, an attitude, a perspective, ... 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 ... reached. • Marketing occurs even if exchange does not take place. Trang 9Marketing Management Philosophies Describe four marketing management philosophies Trang 10internal capabilities of the firmsatisfying

Ngày tải lên: 09/12/2016, 12:20

... 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. Trang 18Why ... 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 ... of an Organization Skills and Assets of an Organization 6 Trang 35Explain the criteria for stating good marketing objectivesSetting Marketing Plan Objectives Trang 36Marketing ObjectivesA marketing

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 ... stakeholder demands. At what level of ethical development is Dell operating? Trang 13Ethical Decision MakingNumber Affected Trang 14Creating Ethical GuidelinesA Code of Ethics: • Helps identify acceptable ... 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

Ngày tải lên: 09/12/2016, 12:20

... of teens are into social networking  On average, just over $156 is spent on or by every American teen each week Trang 18Generation Y• Born between 1979 and 1994 • Surpassed population of baby ... Trang 1Lamb, Hair, McDaniel The Marketing Environment Chapter 4 2014-2015 Trang 2Discuss the external environment of marketing, and explain how it affects a ... factors that affect marketing Explain the importance to marketing managers of current demographic trends Explain the importance to marketing managers of growing ethnic markets 1 4 3 2 Trang 3Identify

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 ... 6Importance of Global Marketing to the U S  The United States derives 14 percent of gross domestic product (GDP) from world trade  More than 10 million Americans hold jobs that are supported by exports

Ngày tải lên: 09/12/2016, 12:20

... seven states during the 2011 Black Friday sales, most occurring at or near Walmart stores Trang 11© 2015 by Cengage Learning Inc All Rights Reserved 11Need Recognition Marketing helps consumers ... level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information 2 Trang 16Evoked SetTrang 17© 2015 by Cengage ... products. • Trends in gender marketing are influenced by the changing roles of men and women in society Trang 51© 2015 by Cengage Learning Inc All Rights Reserved 51Age and Family Life Cycle

Ngày tải lên: 09/12/2016, 12:20

... Trang 1Lamb, Hair, McDaniel Chapter 7 2014-2015 Business Marketing Trang 2Describe business marketingDescribe the role of the Internet in business marketing Discuss the role of relationship 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 ... Media Trang 10Measuring Online SuccessStickiness A measure of a Web site’s effectiveness; calculated by multiplying the frequency of visits by the duration of a visit by the number of pages viewed

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 ... market by the amount of product bought or consumed. Dividing a market by the amount of product bought or consumed. 80/20 Principle 80/20 Principle A principle holding that 20 percent of all customers ... Trang 10Discuss criteria for successful market segmentationCriteria for Successful Segmentation Trang 11Criteria for SegmentationSubstantiality Identifiability and Measurability Members of targeted

Ngày tải lên: 09/12/2016, 12:20

... actively seek 2 Trang 11Define the terms product item, product line, and product mix Product Items, Lines, and Mixes © 2015 by Cengage Learning Inc All Rights Reserved 11 3 Trang 12Product Items, ... http://www.campbellsoup.com 13 Trang 14Benefits of Product LinesStandardized Components Package Uniformity Advertising Economies 3 Trang 15© 2015 by Cengage Learning Inc All Rights Reserved 15Product Line ... disproportionately allocated Trang 19Describe marketing uses of brandingBranding © 2015 by Cengage Learning Inc All Rights Reserved 19 4 Trang 20Brand Name Brand Mark Brand Equity That part of a brand that can

Ngày tải lên: 09/12/2016, 12:20

... Strategy Trang 10© 2015 by Cengage Learning Inc All Rights Reserved 10Other Experts Sources of New-Product Ideas 2 Trang 11Approaches for New Product The process of getting a group to think of unlimited ... new-development process. Trang 16© 2015 by Cengage Learning Inc All Rights Reserved 16Trang 17Costs of Test Marketing• Often takes one year or more • Can cost over $1 million • Exposes new product ... environment Trang 8Exhibit 11.1New-Product Development Process © 2015 by Cengage Learning Inc 2 Trang 9A plan that links the new-product development process with the objectives of the marketing department,

Ngày tải lên: 09/12/2016, 12:20