principles of marketing by philip kotler ppt chapter 3

... business of making and selling superior products." C) "We build them so you can buy them." D) "When it's profits versus customers' needs, profits will always win out." E) "You ... the customer's evaluation of the differences between all the benefits and all the costs of a marketing offer relative to those of competing offers.D) "firing" unprofitable customers E) limiting ... example of a(n) perspective Trang 1032) Which of the following reflects the marketing concept philosophy?A) "We don't have a marketing department; we have a customer department." B) "We're

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  ... 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 ... Amazon.com leverages relationships with its 35 million customers by offering them music, videos,gifts, toys, consumer electronics, and office products, among other items. Based on previousTrang 1381) An experience such as a vacation can be defined as a market offering

Ngày tải lên: 05/01/2021, 11:55

... 3.1 Câu 8-1Ñ 22222 H2 22212222212 eeere 12 3.2 Câu 8-2( 2 2122212211222 1221221212122 reo 14 3.3 Câu 8-21 2122212 2221222112221 erre 15 4 TÀI LIỆU THAM IKKHẢÁO 5-5-5 se Ss9S9SsESsESE23E5993955 ... huồng, lý thuyết từ tình huống và trả lời câu hỏi trang 276-278, eBook [Philip T Kotler, Gary Armstrong, Principles of Marketing, 17th global 2018 Trang 41 TOM TAT TINH HUONG 1.1 THUC TRANG CAC ... KÊ UNIVERSITY GIANG VIEN HUONG DAN: TS DINH TIEN MINH SINH VIEN: NGUYEN DINH KHOA MSSV: 31231020413 LỚP: TK0001 Trang 2MỤC LỤC 1 TOM TAT TINH HUONG ccssssssssssssssssssssssscsssssceacssssaceansassaeesucascenesaceaceaeaseaneaseseaseoes

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 ... to Society Important to Business Good Career Opportunities Marketing affects you every day! Trang 30Chapter 1 VideoGeoffrey B Small Geoffrey B Small is a super luxury fashion designer with an

Ngày tải lên: 09/12/2016, 12:20

... 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 ... 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.

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 ... 2Explain the determinants of a civil society Explain the concept of ethical behavior Describe ethical behavior in business Discuss corporate social responsibility 1 4 3 2 Trang 3Describe the arguments

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 ... Trang 23majority-Marketing to Hispanic Americans The term Hispanic encompasses people of many different backgrounds  Nearly 60 percent of Hispanics are of Mexican descent  The diversity of the ... 29measured by comparing income to 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

Ngày tải lên: 09/12/2016, 12:20

... role by bringing buyer and Trang 33List the basic elements involved in developing a global marketing mix © 2015 Cengage Learning Inc All Rights Reserved33 The Global Marketing Mix 5 Trang 34The ... 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 ... Utilize “economies of scale” 4 Trang 30Exhibit 5.3Risk Levels for Five Methods of Entering the Global Marketplace Trang 31© 2015 Cengage Learning Inc All Rights Reserved 31Entering the Global

Ngày tải lên: 09/12/2016, 12:20

... Trang 34Components of CultureMyths Language Values Customs Rituals Laws Trang 35© 2015 by Cengage Learning Inc All Rights Reserved 35Culture is Learned Functional Pervasive Dynamic 5 Trang 36An ... specific mode of conduct is personally or socially preferable to another mode of conduct. Trang 37© 2015 by Cengage Learning Inc All Rights Reserved 37Subculture A homogeneous group of people who ... buying decisions Cultural Influences on Consumer Buying Decisions Trang 33© 2015 by Cengage Learning Inc All Rights Reserved 33Factors Influencing Buying Decisions Social Factors Individual Factors

Ngày tải lên: 09/12/2016, 12:20

... role of relationship marketing and strategic alliances in business marketing Relationship Marketing and Strategic Alliances 3 Trang 13Relationship Marketing Loyal customers are more profitable ... 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 ... 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 during each visit.

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 ... liquid form Dreft Outstanding cleaning for baby clothes, safe Ivory Fabric and skin safety on baby clothes Trang 533 Choose a market position where marketing efforts will have the greatest impact

Ngày tải lên: 09/12/2016, 12:20

... their product names will become generic. 4 Trang 31Describe marketing uses of packaging and Trang 33© 2015 by Cengage Learning Inc All Rights Reserved 33Labeling Persuasive  Focuses on promotional ... 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 • Manufactured by ... 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

Ngày tải lên: 09/12/2016, 12:20

... Trang 32© 2015 by Cengage Learning Inc All Rights Reserved 32Exhibit 11.2 Four Stages of the Product Life Cycle Trang 33Exhibit 11.3Product Life Cycles for Styles, Fashion, and Fads Trang 34Introductory ... 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 ... 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 by Cengage

Ngày tải lên: 09/12/2016, 12:20

... markets • Development of marketing mixes Unique Aspects of Nonprofit Organization Marketing Strategies Trang 31© 2015 by Cengage Learning Inc All Rights Reserved 31Trang 32Target MarketsApathetic ... Unique Issues of Nonprofit Organizations Trang 33© 2015 by Cengage Learning Inc All Rights Reserved 337 Trang 34Promotion DecisionsSales promotion activities Public service advertising Professional ... for services 1 4 2 3 Trang 3© 2015 by Cengage Learning Inc All Rights Reserved 3Discuss relationship marketing in services Explain internal marketing in services Describe nonprofit organizational

Ngày tải lên: 09/12/2016, 12:20

... each of these types of integration is important Identify the eight key processes of excellent supply chain management and discuss how each of these processes affects the end customer 1 2 3 Trang ... 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 ... method of moving inventory into, within, and out of the warehouse. Trang 36Airways Water Pipelines Motor Carriers Railroads Trang 37Transportation Mode ChoiceSupply chain managers choose a mode of

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 ... McDaniel Chapter 15 Marketing Communications 2014-2015 Trang 2Discuss the role of promotion in the marketing mix Describe the communication process Explain the goal and tasks of Trang 3Discuss ... Giveaways Coupons Trang 30© 2015 by Cengage Learning Inc All Rights Reserved 30Trang 31Personal SellingTraditional Selling Traditional Selling outcome. Trang 32Social Media© 2015 by Cengage Learning

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 ... Advertising can affect consumer ranking of a brand’s attributes. Trang 8Identify the major types of advertising Major Types of Advertising Trang 9Major Types of AdvertisingInstitutional Advertising

Ngày tải lên: 09/12/2016, 12:21

... it is not enough to produce the volume of sales or the profit margin required by sales management © Cengage Learning 2015 All Rights Reserved 32 5 Trang 33Evaluating the Sales Force• Performance ... 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 ... 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 department

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 ... sort of virtual world experience • Annual revenue near $1 billion. • Nearly 25 percent of people play games within social networking sites or on mobile devices 5 Trang 33Describe the impact of ... blogs that are not associated with the marketing efforts of any particular company or brand. Independent blogs that are not associated with the marketing efforts of any particular company or brand.

Ngày tải lên: 09/12/2016, 12:21

... the role of pricing during periods of inflation and recession Pricing during Difficult Economic Times Trang 30Cost-Oriented Tactics• A high volume of sales on an item with a low profit margin ... 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 ... fine- tune the base price Discuss product line pricing Describe the role of pricing during periods of inflation 1 2 3 4 Trang 3Describe the procedure for setting the right price How to Set a Price

Ngày tải lên: 09/12/2016, 12:21