principles of marketing philip kotler powerpoint slides

... Trang 1Principles of Marketing 17th Edition Kotler TEST BANK Principles of Marketing 17th Edition Kotler SOLUTIONS MANUAL Full download at: Principles of Marketing, 17e (Kotler/Armstrong) ... statement serves as a A) statement of the organization's net profits B) plan for short-term sustainability C) statement of the organization's purpose D) statement of the organization's current liabilities ... potential for niche or global marketing B) degree of product differentiation C) strength of the market or industry position D) accessibility to rural markets E) number of successful business acquisitions

Ngày tải lên: 18/05/2022, 11:27

... 1Principles of Marketing 15th Edition Kotler Test BankDownload: edition-kotler-test-bank/ http://testbanklive.com/download/principles-of-marketing-15th-Principles of Marketing 15th Edition Kotler ... Download: edition-kotler-solutions-manual/ http://testbanklive.com/download/principles-of-marketing-15th-Principles of Marketing, 15e (Kotler/Armstrong) Chapter 2 Company and Marketing Strategy: ... 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

Ngày tải lên: 22/03/2019, 14:04

...  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 ... 151) Firms in the not-for-profit sector use marketing to enhance their images, to encourage donor marketing to attractmemberships and donors, and to design social marketing campaigns to encourage specific causes

Ngày tải lên: 05/01/2021, 11:55

... 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 ... Which of the following marketing management concepts is most likely to lead to marketing myopia?24) The product concept says that a company should do which of the following? A) improve marketing of ... of the benefits and costs of a market offering relative to those of competing offers A) the highest value for the dollar B) the highest customer-perceived value C) the highest level of customer

Ngày tải lên: 05/01/2021, 13:06

... gia nghiên cứu Marketing „ Người thu thập thông tin về Marketing Trang 11Marketing toàn diệnMarketing toàn diện Marketing nội bộ Marketing có trách nhiệm xã hội Marketing liên kết Marketing quan ... „ Nhân viên marketing trực tiếp „ Giám đốc phụ trách Internet „ Giám đốc Marketing quan hệ khách hàng „ Giám đốc Marketing toàn cầu, khu vực và địa phương „ Chuyên gia phân tích Marketing „ Chuyên ... khác nhau về Marketing của các CEO „ Mức độ 1. Marketing là một thuật ngữ thời thượng nói về việc sử dụng quảng cáo và bán hàng để bán sản phẩm Marketing = 1P. „ Mức độ 2. Nhiệm vụ của Marketing

Ngày tải lên: 27/11/2013, 23:49

... 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

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 ... 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

Ngày tải lên: 09/12/2016, 12:20

... the social factors that affect marketing Explain the importance to marketing managers of current demographic trends Explain the importance to marketing managers of growing ethnic markets © 2015 ... marketer reactions to 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 ... people of many different backgrounds  Nearly 60 percent of Hispanics are of Mexican descent  The diversity of the Hispanic population and the language... primary determinant of earning

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

... AAprinciple principleholding holdingthat that20 20 percent percentof ofall allcustomers customers generate generate80 80percent percentof ofthe the demand demand 4 © 2015 by Cengage Learning Inc All ... Rights 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 ... products from those of competitors © 2015 by Cengage Learning Inc All Rights Reserved 54 Perceptual Mapping A means of displaying or graphing, in two or more dimensions, the location of products, brands,

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

... Costs of Test Marketing • Often takes one year or more • Can cost over $1 million • Exposes new product to competitors...Approaches for New Product Development The Theprocess processof ofgetting ... Trialability © 2015 by Cengage Learning Inc All Rights Reserved 28 Marketing Implications of the Adoption Process Word Word of ofMouth Mouth Communication Communication Aids Aidsthe the Diffusion ... Reserved 34 Growth Stage  Increasing rate of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences between brands  Wider

Ngày tải lên: 09/12/2016, 12:20

... Rights Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes © 2015 by Cengage ... Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes 7 © 2015 ... Describe nonprofit organization marketing 26 7 © 2015 by Cengage Learning Inc All Rights Reserved Nonprofit Organization... PricingDecisions Decisions of ofNonprofit Nonprofit Organizations

Ngày tải lên: 09/12/2016, 12:20

... 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 Identify ... Reserved [...]... activities that facilitates the joint development and marketing of new offerings among a group of supply chain partner firms 3 © 2015 by Cengage Learning Inc All Rights ... Processes of Supply Chain Management Identify the eight key processes of excellent supply chain management and discuss how each of these processes impacts the end customer... success of any

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

Ngày tải lên: 09/12/2016, 12:21

... 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