principles of marketing quizlet chapter 15

... section of the balance sheet, often in its own category • are not readily convertible to cash • are not intended to be converted to cash in the short term • are reported in the noncurrent section of ... 5 the accounting policy choice of the reporting entity. Trang 7Held-for-Trading Securitiesrepurchasing them in the near term, with a pattern of short-term profit-taking value approach, in contrast ... length transaction  Acquired principally for the purpose of selling or repurchasing them in the near term, with a pattern of short-term profit-taking  Such investments are accounted for by the

Ngày tải lên: 14/10/2020, 14:10

... markets. Trang 4Global Marketing in the 21stCentury advent of faster communication, transportation, and financial flows. accounts for 20% of GDP worldwide. Trang 5Major International Marketing Decisions ... Identify the three major forms of international marketing organization. Trang 3 1940s: built bottling plants abroad to supply soldiers.  Growth fueled by strong marketing: “I’d like to buy ... with higher profit Trang 11Deciding Which Markets to Enter Before going abroad, the company should try to define its international marketing objectives and policies. – What volume of foreign

Ngày tải lên: 18/01/2020, 20:23

... Role and Impact of Public Trang 3 15 - 3Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Advertising is any paid form of non-personal presentation and promotion of ideas, goods, ... the Advertising Message Trang 15 15 - 15Copyright © 2012 Pearson Education, Inc Publishing as Prentice Hall Advertising • Creating the Advertising Message Trang 17 15 - 17Copyright © 2012 Pearson ... & Vine—the intersection of Madison Avenue and Hollywood— represents the merging of advertising and entertainment • Creating the Advertising Message Trang 11 15 - 11Copyright © 2012 Pearson

Ngày tải lên: 19/01/2020, 01:18

... 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

... 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 ... 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

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 ... developing a global marketing mix © 2015 Cengage Learning Inc All Rights Reserved33 The Global Marketing Mix 5 Trang 34The Global Marketing MixThe first step in creating a marketing mix is developing

Ngày tải lên: 09/12/2016, 12:20

... Seek information in outside environment • Nonmarketing-controlled • Marketing-controlled Trang 15© 2015 by Cengage Learning Inc All Rights Reserved 15External Information Searches Need More Information ... dispose of product consumers use and dispose of product = HOW 1 Trang 6Analyze the components of the consumer decision-making process The Consumer Decision-Making Process Trang 7© 2015 by Cengage ... level of interest Lack of confidence Less Risk More knowledge More product experience Low level of interest Confidence in decision Need Less Information 2 Trang 16Evoked SetTrang 17© 2015 by

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 ... 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

... 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 ... 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 ... products 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

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

... 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 ... objectives• Selection of target markets • Development of marketing mixes Unique Aspects of Nonprofit Organization Marketing Strategies Trang 31© 2015 by Cengage Learning Inc All Rights Reserved 31Trang

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 ... 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

Ngày tải lên: 09/12/2016, 12:21

... 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 ... 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 ... communication Trang 14Explain the goals and tasks of promotion The Goals of Promotion © 2015 by Cengage Learning Inc All Rights Reserved 14 3 Trang 15Goals and Tasks of PromotionConnecting Informing Reminding

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 ... 18© Cengage Learning 2015 All Rights Reserved 18Cold Calling A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs

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

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 ... 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

Ngày tải lên: 09/12/2016, 12:21