principles of marketing by philip kotler ppt chapter 5

... 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 ... 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 ... 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 B) basic customer relationship C) club marketing

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 ... In a short essay, describe and compare the four types of customers classified by their potential profitability to an organization. Explain how an organization should manage each type of customer 115) Explain how the ʺsecond comingʺ of the Internet offers more potential to marketers than the overheated webfrenzy of the 1990ʹs

Ngày tải lên: 05/01/2021, 11:55

... 1221221212122 reo 14 3.3 Câu 8-21 2122212 2221222112221 erre 15 4 TÀI LIỆU THAM IKKHẢÁO 5-5-5 se Ss9S9SsESsESE23E5993955 5975192519 552e7AeveE 17 Trang 3LỜI MỞ ĐẦU Trong thời buổi cuộc sống hiện ... 1121212111 Hàn 5 1.4 SỰ KHÁC BIIỆTT - 2c SE E1 11 1221211 1 H111 121 1 ng ngàn 6 1.5 LOGO VÀ MỤC TIỂU SE 11221211211 E121 E1 1H Ha HH nyn 7 2 TOM TAT LÝ THUYET LIEN QUAN DEN TINH HUỎNG 5 5c 5c: 7 ... 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

Ngày tải lên: 12/08/2024, 13:40

... 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 ... 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 ... 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

... 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 ... try to educate customers of environmental benefits Trang 22Cause-Related MarketingExplain cause-related marketing Trang 23Cause-Related MarketingFor-profit and non-profit organizations cooperate ... potential fines 5 Trang 20• Socially responsible companies will outperform their peers. • It is in business’s best interest to find ways to attack society’s ills. 5 Trang 21Green MarketingThe development

Ngày tải lên: 09/12/2016, 12:20

... Population of about 25 million  95 percent of U.S Teens are on the Internet  View shopping as a social sport  75 percent of teens are into social networking  On average, just over $156 is spent ... McDaniel The Marketing Environment Chapter 4 2014-2015 Trang 2Discuss the external environment of marketing, and explain how it affects a firm Describe the social factors that affect marketing ... 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

Ngày tải lên: 09/12/2016, 12:20

... 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 ... 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 ... Organizations Agreements and Organizations Trang 25Exhibit 5.2Members of G-20 © 2015 Cengage Learning Inc All Rights Reserved 25 3 Trang 27© 2015 Cengage Learning Inc All Rights Reserved 27 Inflation

Ngày tải lên: 09/12/2016, 12:20

... BUY 5 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 ... Family Members Family Members 6 Trang 44Exhibit 6.5Types of Reference Groups Trang 45© 2015 by Cengage Learning Inc All Rights Reserved 45Influences of Reference Groups  They serve as information ... 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

... 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 and ... 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 ... Segmentation• Women make 85 percent of consumers goods purchases annually. • Marketers of products such as clothing and cosmetics still segment markets by gender, and many of these marketers are ... 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

Ngày tải lên: 09/12/2016, 12:20

... 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 ... 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 Extension ... have low sales or cannibalize sales of other items • Resources are disproportionately allocated Trang 19Describe marketing uses of brandingBranding © 2015 by Cengage Learning Inc All Rights Reserved

Ngày tải lên: 09/12/2016, 12:20

... 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 ... 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 ... participate in the 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

Ngày tải lên: 09/12/2016, 12:20

... available elsewhere value-5 Trang 24Explain internal marketing in servicesInternal Marketing in Service Firms Trang 25© 2015 by Cengage Learning Inc All Rights Reserved 25Internal Marketing Treating ... needs. 6 Trang 26Describe nonprofit organization marketingNonprofit Organization Marketing Trang 27© 2015 by Cengage Learning Inc All Rights Reserved 27Nonprofit Organization An organization ... Trang 29© 2015 by Cengage Learning Inc All Rights Reserved 29Nonprofit Organization Marketing Activities Identify desired customers 7 Trang 30• Setting of marketing objectives• Selection of target

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 ... integration and explain why 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 ... chain management,and discuss the benefits of supply chain management Supply Chains and Supply Chain Management Trang 5Supply ChainThe connected chain of all of the business entities, both internal

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 ... Hair, 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 ... 2015 by Cengage Learning Inc All Rights Reserved 48 elements 7 Trang 49Exhibit 15.7Push Strategy versus Pull Strategy Trang 50CLICK TO PLAY© 2015 by Cengage Learning Inc All Rights Reserved 50

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 ... service for free. Trang 56Methods of SamplingDirect mail Door-to-door delivery Packaging with another product Retail store demonstration Trang 57Point-of-Purchase PromotionA point-of-purchase (P-O-P)

Ngày tải lên: 09/12/2016, 12:21

... sometimes 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 ... varied according to motivations of each customer.  Personal selling can be directed only to qualified prospects.  Costs can be controlled by adjusting the size of the sales force in one-person ... 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

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 ... percent of which are smartphones. • The mobile platform is such an effective marketing tool—especially when targeting a younger audience. 6 Trang 35Reasons for Mobile Marketing PopularityMobile marketing

Ngày tải lên: 09/12/2016, 12:21

... 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 ... 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 ... Estimate demand, costs, and profitsEstablish pricing goals Results lead to the right price Exhibit 20.1 New-Product Development Process Trang 5Establish Pricing GoalsProfit-Oriented Sales-Oriented

Ngày tải lên: 09/12/2016, 12:21