principles of marketing by philip kotler ppt chapter 1

... 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

...  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

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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

... The Marketing Environment Chapter Lamb, Hair, McDaniel 2014-2015 © Cengage Learning 2015 All Rights Reserved Discuss the external environment of marketing, and explain how ... like to shop... Born between 1979 and 1994 • Surpassed population of baby boomers • Two Stages: 1) Those born in 1994 fit closer to the Teen cohort 2) Those born in 1979 have established careers ... the state of the economy Identify the impact of technology on a firm Discuss the political and legal environment of marketing Explain the basics of foreign and domestic competition © 2015 Cengage

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

... Reserved The Concept of Market Segmentation © 2015 by Cengage Learning Inc All Rights Reserved The Importance of Market Segmentation Explain the importance of market segmentation © 2015 by Cengage Learning ... segment responds to a marketing Responsiveness mix differently, no separate treatment is needed 3 © 2015 by Cengage... Dividingaamarket marketby bythe the amount amountof ofproduct productbought ... 2015 by Cengage Learning Inc All Rights Reserved 46 CRM as a Targeting Tool Explain how CRM can be used as a targeting tool 47 © 2015 by Cengage Learning Inc All Rights Reserved CRM © 2015 by

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

... stages of a product’s acceptance, from its introduction (birth) to its decline (death) © 2015 by Cengage Learning Inc All Rights Reserved 31 Exhibit 11.2 Four Stages of the Product Life Cycle © 2015 ... Establish Establish an an environment environment © 2015 by Cengage Learning Inc All Rights Reserved Exhibit 11.1 New-Product Development Process © 2015 by Cengage Learning Inc All Rights Reserved New-Product ... Developing and Managing Products Chapter 11 2014-2015 © Cengage Learning 2015 All Rights Reserved © Jasper White/Stone/Getty Images Lamb, Hair, McDaniel Explain the importance of developing new products

Ngày tải lên: 09/12/2016, 12:20

... Characteristics Characteristics...Exhibit 12.1 Gap Model of Service Quality 3 11 Marketing Mixes for Services Develop marketing mixes for services 12 4 © 2015 by Cengage Learning Inc All Rights ... 2015 by Cengage Learning Inc All Rights Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of ... © 2015 by Cengage Learning Inc All Rights Reserved 25 Nonprofit Organization Marketing Describe nonprofit organization marketing 26 © 2015 by Cengage Learning Inc All Rights Reserved Nonprofit

Ngày tải lên: 09/12/2016, 12:20

... Management Chapter 13 Lamb, Hair, McDaniel 2014-2015 © Cengage Learning 2015 All Rights Reserved Define the terms supply chain and supply chain management, and discuss the benefits of supply ... companies, and specifically, their supply chains © 2015 by Cengage Learning Inc All Rights Reserved 47 Chapter 13 Video Geoffrey B Small Geoffrey B Small, a super-luxury fashion designer, discusses ... PLAY VIDEO 48 © 2015 by Cengage Learning Inc All Rights Reserved [...]... activities that facilitates the joint development and marketing of new offerings among a group of supply chain

Ngày tải lên: 09/12/2016, 12:21

... the Marketing Mix © 2015 by Cengage Learning Inc All Rights Reserved 4 1 Trang 5The Role of PromotionPromotional Strategy Trang 6Exhibit 15.1Role of Promotion in the Marketing Mix © 2015 by Cengage ... Trang 1Lamb, Hair, McDaniel Chapter 15 Marketing Communications 2014-2015 Trang 2Discuss the role of promotion in the marketing mix Describe the communication ... Reserved 14 3 Trang 15Goals and Tasks of PromotionConnecting Informing Reminding Persuading Target Audience Target Audience Trang 16© 2015 by Cengage Learning Inc All Rights Reserved 16Goals and

Ngày tải lên: 09/12/2016, 12:21

... revenue in 2008 was $21.8 billion and of this, $21.1 billion was derived from advertising At the end of its third quarter in 2009, the company’s total revenue was $16.9 billion, $16.4 billion from ... 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 ... advertising Trang 11Competitive 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

Ngày tải lên: 09/12/2016, 12:21

... interactions 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 ... to enhance relationships. Trang 143 Trang 15List the steps in the selling processSteps in the Selling Process Trang 16© Cengage Learning 2015 All Rights Reserved 16Steps in the Selling Process ... Follow Up Trang 18© Cengage Learning 2015 All Rights Reserved 18Cold Calling A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’

Ngày tải lên: 09/12/2016, 12:21

... sponsored by a company or one of its brands and maintained by one or more of the company’s employees. Blogs that are sponsored by a company or one of its brands and maintained by one or more of the ... interests 1 Trang 11Explain how to create a social media campaign Creating and Leveraging a Social Media Campaign Trang 13Leveraging Different Types of Media Key Guidelines • Maximize owned media by ... aspects of developing a social media plan Trang 40The Social Media PlanTrang 41The Changing World of Social Media The rate of change in social media is astonishing—usage statistics often change

Ngày tải lên: 09/12/2016, 12:21

... may ignore demand and/or cost Trang 11Identify the legal and ethical constraints on pricing decisions The Legality of Price Strategy Trang 12The Legality of Price StrategyUnfair Trade Practices ... goods. 5 Products sold must be of like grade and quality. 6 There must be significant competitive injury. The Robinson-Patman Act of 1936: Trang 16Predatory PricingTrang 17Explain how discounts, geographic ... Trade-Ins Exchanging one item for a credit towards another Used often at car dealerships Professional Services Pricing Used by professionals with experience, training or certification Price Lining

Ngày tải lên: 09/12/2016, 12:21