principles of marketing notes ppt

... 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 ... 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. ... for stating good marketing objectivesSetting Marketing Plan Objectives Trang 36Marketing ObjectivesA marketing objective is a statement of what is to be accomplished through marketing activities

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... 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 ... 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 improve

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... 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 ... 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 in the value of money, expressed ... economy Identify the impact of technology on a firm Discuss the political and legal environment Trang 4The External Marketing EnvironmentDiscuss the external environment of marketing, and explain

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 ... importance of global marketing Discuss the impact of multinational firms on the world economy Describe the external environment facing global marketers 1 3 2 Trang 3Identify the various ways of entering

Ngày tải lên: 09/12/2016, 12:20

... consumers make purchase decisions consumers use and dispose of product consumers use and dispose of product = HOW 1 Trang 6Analyze the components of the consumer decision-making process The Consumer ... Less knowledge Less product experience High level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information ... returning the product 3 Trang 22Identify the types of consumer buying decisions and discuss the significance of consumer involvement Types of Consumer Buying Decisions and Consumer Involvement

Ngày tải lên: 09/12/2016, 12:20

... Business Marketing Trang 2Describe business marketingDescribe the role of the Internet in business marketing Discuss the role of relationship marketing and strategic alliances in business 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 ... role of relationship marketing and strategic alliances in business marketing Relationship Marketing and Strategic Alliances 3 Trang 13Relationship Marketing Loyal customers are more profitable

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 ... 4Describe the characteristics of markets and market segments Market Segmentation Trang 5Characteristics of a MarketAll markets share several characteristics: 1.They are composed of people or organizations. ... SegmentationSubstantiality Identifiability and Measurability Members of targeted segments must be reachable with marketing mix. Unless segment responds to a marketing mix differently, no separate treatment is

Ngày tải lên: 09/12/2016, 12:20

... 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 ... control over the 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 ... Brand Mark Brand Equity That part of a brand that can be spoken, including letters, words, and numbers The elements of a brand that cannot be spoken The value of company and brand names Global

Ngày tải lên: 09/12/2016, 12:20

... Explain 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 ... 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 ... 6 Trang 35Growth Stage Increasing rate of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences between brands  Wider

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... 29Nonprofit Organization Marketing Activities Identify desired customers 7 Trang 30• Setting of marketing objectives• Selection of target markets • Development of marketing mixes Unique Aspects of ... Decisions of Nonprofit Organizations Characteristics Distinguishing Pricing Decisions of Nonprofit Organizations 7 Trang 36Discuss global issues in services marketing Global Issues in Services Marketing ... knowledge and courtesy of employees. of employees. Responsiveness The ability to provide Trang 11Exhibit 12.1 Gap Model of Service Quality 3 Trang 12Develop marketing mixes for services Marketing Mixes

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 ... revenues • Increased performance and profitability Trang 8Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important Supply ... management, and discuss the benefits of supply chain management Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important

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 ... Reserved 42IMC Popularity Growth • Proliferation of thousands of media choices. • Fragmentation of the mass market. • Slash of advertising spending in favor of promotional techniques that generate ... common set of symbols. Trang 10Categories of CommunicationCategories of Communication Interpersonal Communication Interpersonal Communication Communication Communication Mass Mass Marketing Communication

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 ... 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 appeal. Comparative Compares

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... functions of sales management Trang 3Describe Personal Selling Personal Selling Trang 4Advantages of Personal Selling Personal selling provides detailed explanation or demonstration of the product. ... 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 ... measurements. – 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

Ngày tải lên: 09/12/2016, 12:21

... Behavior of Consumers Trang 20Categories of Social Media Users Creators Critics Collectors Collectors Joiners Spectators Inactives 4 Trang 21Categories of Social Media Users A study of social ... 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. ... 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 company’s

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... 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 ... may still make the item highly profitable. • Eliminating a product may reduce economies of scale. • Eliminating a product may affect the price-quality image of the entire line. Problems with

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... and ethical manner. 5 Marketing is used only by for-profit organizations. Trang 10Which of the following reflects the marketing concept philosophy? 1 "We don't have a marketing department; ... provided for top customers Of the following, which is the most important concept of modern marketing? 1 Customer relationship management 1 consumer-generated marketing 2 database marketing 3 attractive ... interests A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a 1 frequency marketing program 2 basic customer relationship 3 club marketing program 4 partner

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... 9-1 The Role of Marketing Research 150 9-2 Steps in a Marketing Research Project 152 9-3 The Profound Impact of the Internet on Marketing Research 165 9-4 The Growing Importance of Mobile Research ... Furthermore, marketing is not just a job done by people in a marketing department Marketing is a part of the job of everyone in the organization Therefore, a basic under-standing of marketing is ... elements of the marketing mix, marketing managers can fine-tune the customer offering and achieve competitive success Of the four Ps, the marketing mix typically starts with the product The heart of

Ngày tải lên: 31/01/2018, 11:23

... Trang 1Principles of Marketing 15th Edition Kotler Test BankDownload: edition-kotler-test-bank/ http://testbanklive.com/download/principles-of-marketing-15th-Principles of Marketing 15th ... http://testbanklive.com/download/principles-of-marketing-15th-Principles of Marketing, 15e (Kotler/Armstrong) Chapter 2 Company and Marketing Strategy: Partnering to Build Customer 2) Which of the following ... Moderate Trang 2157) Which of the following is an element of the marketing mix? Trang 2260) Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro

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