» Từ khóa: basic marketing

In this chapter you will: Understand how product life cycles affect strategic planning, know what is involved in designing new products and what "new products" really are, understand the new-product development process, see why product liability must be considered in screening new products.

 8 p fbu 23/02/2016 172 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Product management, New-product development

When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...

 16 p fbu 23/02/2016 165 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Integrated marketing communications, Strategic distribution

In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.

 11 p fbu 23/02/2016 174 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Personal selling, Marketing opportunities, Sales force structure

In chapter 16, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...

 14 p fbu 23/02/2016 161 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Sales promotion, Advertising promotion, Strategy planning for advertising

When you finish this chapter, you should: Know who the business and organizational customers are, see why multiple influence is common in business and organizational purchase decisions and understand how it affects the practice of marketing, understand the problem-solving behaviour of organizational buyers, know the basic methods used in organizational buying,...

 10 p fbu 23/02/2016 175 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Buying behaviour of business, Organizational customers

When you finish this chapter, you should: Understand how pricing objectives should guide strategic planning for pricing decisions; understand choices the marketing manager must make about price flexibility and price levels over the product life cycle; understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs.

 12 p fbu 23/02/2016 165 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Pricing policies, Strategic planning

When you finish this chapter, you should: Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization, understand what customer value is and why it is important to customer satisfaction, understand what a marketing manager does,...

 16 p fbu 23/02/2016 169 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Marketing strategy, Four Ps of the Marketing Mix

When you finish this chapter, you should: Understand why physical distribution (logistics) is such an important part of Place and marketing strategy planning; understand why the physical distribution customer service level is a key marketing strategy variable; understand the physical distribution concept and why it requires coordination of storing, transporting, and related activities;...

 8 p fbu 23/02/2016 180 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Distribution customer service, Physical distribution, Coordinating logistics activities, Marketing strategy

After studying this chapter you will: Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services; understand the ways that marketing strategy decisions may need to be adjusted in light of available financing; understand how a firm can implement and expand a marketing plan using internally generated cash flow;...

 8 p fbu 23/02/2016 181 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Managing marketing’s link, Marketing plan, Marketing strategy planning

When you finish this chapter, you should: Understand how information technology is speeding up feedback for better implementation and control, know why effective implementation is critical to customer satisfaction and profits, know how total quality management can improve implementation including implementation of service quality,...

 8 p fbu 23/02/2016 194 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Controlling marketing plans, Total quality management, Marketing management process

After completing this unit, you should be able to: Understand how most wholesalers and retailers set their prices using markups, understand why turnover is so important in pricing, understand the advantages and disadvantages of average-cost pricing, know how to use break-even analysis to evaluate possible prices, know the many ways that price setters use demand estimates in their pricing.

 14 p fbu 23/02/2016 154 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategic market planning, Price setting, Channel pricing

In this chapter you will: Know the content of and differences among strategies, marketing plans, and a marketing program; Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps; understand why the product classes and typical mixes should be considered when developing a marketing plan;...

 10 p fbu 23/02/2016 180 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Developing innovative marketing plans, Marketing strategy planning process, Forecasting market potential