principles of marketing lecture notes doc

... 1MGT301 Principles of MarketingLecture­1 Trang 2 Introduction­an overview of marketing Road map  Today’s Topics Trang 3Introduction of Marketing Trang 5What is Marketing, anyway?s Trang 6 Marketing:  The process of  ... CommunicationProduct/ServiceMoney Feedback Trang 43 Understanding Marketing and Marketing Process  Core Marketing Concepts Trang 44MGT301 Principles of MarketingLecture­1 ... Are these benefits sustainable? Trang 40 Principles of Marketing by Philip Kotler and Gary  Armstrong   Fundamentals of Marketing by Stanton, Etzel and  Walker  Marketing by Joel R. Evans and Barry Berman

Ngày tải lên: 09/12/2022, 02:08

... Trang 1MGT301 Principles of MarketingLecture­2 Trang 2of   Lecture­1 Trang 3Right Place at the Right Time and making sure that the  customer is Aware of the Product. Trang 4MarketingTrang 5Product ... Road map  Understanding Marketing and Marketing Process  Core Marketing Concepts Trang 9 Introduction­an overview of marketing.   Understanding Marketing and Marketing Process  Marketing Functions and Customer Relationship Management ... transactions, M ark ets Core Marketing Concepts Core Marketing Concepts Trang 34‘ a set of actual and potential buyers of a product’ A place  Marketing satisfies the needs of markets by facilitating the exchange process 

Ngày tải lên: 09/12/2022, 02:09

... Trang 1Lecture­5MGT301 Principles of MarketingTrang 2of   Lecture­4 Trang 3How has Marketing Changed Over Time?Trang 4Production orientationSales orientation Marketing orientation Social marketing ... orientation The stages in the evolution of marketing Trang 5SOCIETAL MARKETING CONCEPTPRODUCTION CONCEPT PRODUCT CONCEPT MARKETING CONCEPT MARKETING CONCEPT KEY MARKETING PHILOSOPHIES SELLING CONCEPT ... Bargaining Power of Buyers Trang 31 Marketing Process   Analyzing marketing opportunities   Selecting target markets Trang 32Lecture­5MGT301 Principles of Marketing

Ngày tải lên: 09/12/2022, 02:10

... 1Lecture­6 MGT301 Principles of MarketingTrang 2of   Lecture­5 Trang 3Marketing  Challenges in the  21st century Trang 4Threat of Substitute Products Threat of New Entrants Bargaining Power of ... Level Business unit, product, and market level Trang 36.5x 4x 3x 2x 1x Trang 38Lecture­6 MGT301 Principles of Marketing ... Strategic Planning and Marketing  ProcessTrang 7Strategic  planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. 

Ngày tải lên: 09/12/2022, 02:11

... Trang 1MGT301 Principles of Marketing Trang 2of   Lecture­7 Trang 3 Portfolio Analysis Marketing Process Trang 4.5x 4x 3x 2x 1x Trang 5 penetration ... SummaryCurrent Marketing Situation Threats and Opportunity Analysis Objectives and Issues Marketing Strategy Action Programs Budgets Controls Contents of a Marketing Plan Trang 27Marketing StrategyMarketing ... Marketing decisions and communication Marketing environment Test markets Marketing channels Competitors Publics environment forces Macro-Marketing Information System Developing information Marketing

Ngày tải lên: 09/12/2022, 02:12

... 1MGT301 Principles of MarketingLecture­9 Trang 2of   Lecture­8 Trang 4Target Consumers Im pl em en ta tio n M ark etin g Pla nn ing M ark eti ng C on tro l M ar ke tin g An al ys is Competitors Marketing ... Market Information SystemTrang 6The Marketing Information SystemMarketingDistributing information Internal records Marketing decisions and communication Marketing environment Test markets Marketing channels Competitors ... environment forces Macro-Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision support analysis Trang 8Developing the Marketing MixTrang 9List

Ngày tải lên: 09/12/2022, 02:12

... Trang 1MGT301 Principles of MarketingLecture­10 Trang 2of   Lecture­9 Trang 3The Marketing EnvironmentTrang 4Suppliers Competitors Publics Trang ... 23Cultural environment­ forces that affect a society’s basic values, perceptions, preferences, and behaviors Trang 24Of OrganizationsOf Nature Of Oneself Of Society Of the Universe Of Others Views That Express Values Views That Express Values Trang ... environment Test markets Marketing channels Competitors Publics environment forces Macro-Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision

Ngày tải lên: 09/12/2022, 02:13

... 1MGT301 Principles of MarketingLecture­11 Trang 2of Lecture-10 Trang 3The MacroenvironmentTrang 4Forces that Shape Opportunities  and Pose Threats to a Company Trang 5Today’s TopicsAnalyzing Marketing opportunities and developing strategies­MIS ... information to marketing decision makers.  Trang 9The Marketing Information SystemDistributing information Internal records Marketing decisions and communication Marketing environment Test markets Marketing ... environment forces Macro-Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision support analysis Trang 27Steps in the Marketing Research Process

Ngày tải lên: 09/12/2022, 02:13

... 1MGT301 Principles of MarketingLecture­12 Trang 2of   Lecture­11 Trang 3Marketing Information System (MIS)Trang 4The Marketing Information SystemDistributing information Internal records Marketing ... Marketing research Marketing decision support analysis Trang 6Marketing Research Trang 7 and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management ... communication Marketing environment Test markets Marketing channels Competitors Publics environment forces Macro-Marketing Information System Developing information Marketing intelligence Marketing

Ngày tải lên: 09/12/2022, 02:14

... 1MGT301 Principles of MarketingLecture­13 Trang 2of Lecture-12 Trang 3Marketing ResearchTrang 4Steps in the Marketing Research ProcessTrang 51 Problem Definition and the Trang 6Today’s Topics Marketing Research (cont ... Buyer characteristics affecting  consumer behavior Model of Consumer Behavior “Stimulus-Response” Trang 38Consumer Behavior (cont ) Trang 39MGT301 Principles of MarketingLecture­13 ... Behavior Deals With … Trang 26consumption Trang 27Marketing ApplicationsTrang 29Consumer Spending PatternsTrang 31Marketing and Other StimuliMarketing and Other Stimuli Buyer’s Black Box ”what”

Ngày tải lên: 09/12/2022, 02:15

... Trang 1MGT301 Principles of MarketingLecture­14 Trang 2of   Lecture­13 Trang 3 Marketing Research (cont ) Consumer Market­understanding the consumer  ... Beliefs and attitudes Trang 30  Understanding the consumer behavior (cont ) Trang 31MGT301 Principles of MarketingLecture­14 ... 23An individual who influences the opinion of others Trang 25c. Roles and StatusTrang 26Enough for today. . .Trang 27Consumer Buying Behavior (cont ) Trang 28Marketing and Other StimuliMarketing and Other Stimuli

Ngày tải lên: 09/12/2022, 02:16

... Trang 1MGT301 Principles of MarketingLecture­15 Trang 2of   Lecture­14 Trang 3Marketing and Other Stimuli Marketing and Other Stimuli Buyer’s Black Box ”what” ... Behavior Purchase Evaluation of Alternatives Evaluation of Alternatives Information Search Trang 41Business Markets and Buying Behavior Trang 42MGT301 Principles of MarketingLecture­15 ... Trang 28Steps Between Evaluation of Alternatives and a Purchase  Decision Trang 29of alternatives Purchase intention pated situational factors Unantici-Attitude of others Purchase decision Trang

Ngày tải lên: 09/12/2022, 02:17

... Trang 1MGT301 Principles of MarketingLecture­16 Trang 2of   Lecture­15 Trang 3Marketing and Other Stimuli Marketing and Other Stimuli Buyer’s Black Box ”what” ... 32Business Markets and Buying Behavior  Trang 33Characteristics of Business MarketsTrang 34Model of Business Buyer BehaviorTrang 35The Buying OrganizationMarketing and Other Stimuli Marketing and Other Stimuli Cultural ... Routine Specification Performance Review Trang 41Market Segmentation Trang 42MGT301 Principles of MarketingLecture­16

Ngày tải lên: 09/12/2022, 02:18

... Trang 1MGT301 Principles of MarketingLecture­17 Trang 2of   Lecture­16 Trang 3Behavior  Trang 4Model of Business Buyer BehaviorTrang 5Business Buying SituationsTrang ... 37Market Segmentation Trang 38SegmentationTrang 39Major Steps in Target MarketingTrang 41Market Segmentation (cont ) Trang 42MGT301 Principles of MarketingLecture­17 ... Trang 9Today’s TopicsTrang 10Market SegmentationTrang 11Mass Marketing ………. Segmented  Marketing Trang 13 Segmentation  Target Marketing  Market Positioning Trang 14Arranging for a product to occupy a clear, distinctive, and 

Ngày tải lên: 09/12/2022, 02:18

... Trang 1MGT301 Principles of MarketingLecture­19 Trang 2of   Lecture­18 Trang 3Market Segmentation (cont )Trang 4Segmentation Trang 5• Size, purchasing power, profiles of segments can be ... 9Today’s Topics Marketing Mix4 Ps Trang 10Marketing is the involved process of determining the 4 P’s of the  Marketing Mix– Product  – Price – Promotion – Place (Distribution) Trang 11–Four marketing activities—product, Price, Place and  ... Augmented Product Trang 43Product ClassificationsTrang 44Product (cont ) Trang 45MGT301 Principles of MarketingLecture­19

Ngày tải lên: 09/12/2022, 02:21

... legion of wealthy movie stars, doctors, and stock brokers paying a pittance for palatial dwellings in the more fashionable neighborhoods of Manhattan. Some of these tales were knocked off the ... Run (supply and demand are elastic) Quantity of Apartments 0 Supply Controlled rent Shortage Rental Price of Apartment 0 Rental Price of Apartment Quantity of Apartments Demand Supply Controlled rent Shortage Demand Figure ... Not Binding $4 3 Quantity of Ice-Cream Cones 0 Price of Ice-Cream Cone 100 Equilibrium quantity (b) A Price Ceiling That Is Binding $3 Quantity of Ice-Cream Cones 0 Price of Ice-Cream Cone 2 Price ceiling Demand Supply Price ceiling Shortage 75 Quantity supplied 125 Quantity demanded Equilibrium price Equilibrium price Demand Supply Figure...

Ngày tải lên: 15/12/2013, 11:15

... dropped out of school and who now become unemployed. The minimum wage is a frequent topic of political debate. Advocates of the minimum wage view the policy as one way to raise the income of the working poor. ... requiring sellers of ice-cream cones to send $0.50 to the government for each cone they sell. What are the effects of this law? In this case, the initial impact of the tax is on the supply of ice cream. ... downward), as shown in Figure 6-6. tax incidence the study of who bears the burden of taxation $3.30 3.00 2.80 Quantity of Ice-Cream Cones 0 Price of Ice-Cream Cone Price without tax Price sellers receive 10090 Equilibrium with...

Ngày tải lên: 15/12/2013, 11:15

... to the profits that the firm makes. For example, if Intel sells a total of 1,000,000 shares of stock, then each share represents owner- ship of 1/1,000,000 of the business. The sale of stock ... stock is a part owner of Intel; the owner of an Intel bond is a creditor of the corporation. If Intel is very profitable, the stockholders en- joy the benefits of these profits, whereas the bondholders ... a percentage of the stock’s price. ◆ Price-earnings ratio. A corporation’s earnings, or profit, is the amount of revenue it receives for the sale of its products minus its costs of production...

Ngày tải lên: 15/12/2013, 11:15

... price of milk adjusts so that the quantity of milk supplied balances the quantity of milk demanded. In this way, the invisible hand coordinates the be- havior of dairy farmers and the behavior of ... behavior of people who want to save (the sup- pliers of loanable funds) and the behavior of people who want to invest (the de- manders of loanable funds). We can now use this analysis of the market ... U.S. policymakers view the low level of U.S. saving as a major problem. One of the Ten Principles of Economics in Chapter 1 is that a country’s standard of living depends on its ability to produce goods...

Ngày tải lên: 15/12/2013, 11:15

... percent of nonunion workers, said Barry Bluestone, a labor- friendly economics professor at the Uni- versity of Massachusetts. The conclusion draws no argument even from Prof. Leo Troy of Rutgers ... sides of the debate. Critics of unions argue that unions are merely a type of cartel. When unions raise wages above the level that would prevail in competitive markets, they reduce the quantity of ... percent of his or her former wages for 26 weeks. While unemployment insurance reduces the hardship of unemployment, it also increases the amount of unemployment. The explanation is based on one of the...

Ngày tải lên: 15/12/2013, 11:15