» Từ khóa: lecture basic marketing

When you finish this chapter, you should: Know why company objectives are important in guiding strategic market planning, see how the resources of a firm affect the search for opportunities, know the variables that shape the environment of strategic market planning, know how the different kinds of competitive situations affect strategic planning,...

 17 p fbu 23/02/2016 176 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Evaluating opportunities, Changing marketing environment, Competitive environment, Legal environment

In this chapter you will learn: Understand what "product" really means, know the key differences between goods and services, know the differences among the various consumer and business product classes, understand how the product classes can help a marketing manager plan marketing strategies,...

 10 p fbu 23/02/2016 180 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Global managerial approach, Product planning

After studying this chapter you will: Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix, know about the different kinds of marketing opportunities, understand why opportunities in international markets should be considered,... Inviting you refer.

 15 p fbu 23/02/2016 193 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy planning process, Considering international opportunities, Narrowing target markets, Market segmentation

After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...

 14 p fbu 23/02/2016 149 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Micro-marketing, Macro-marketing, Marketing’s changing role, Marketing’s role within organizations

In chapter 11 you will understand how and why marketing specialists develop to make channel systems more effective. Understand the universal functions of marketing. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems. Understand how to develop co-operative relationships - and avoid conflict - in channel systems.

 9 p fbu 23/02/2016 175 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Channel systems, Vertical Marketing systems

In chapter 8, you will know about marketing information systems; understand a scientific approach to marketing research; know how to define and solve marketing problems; know about getting secondary and primary data; understand the role of observing, questioning, and using experimental methods in marketing research; understand the important new terms.

 8 p fbu 23/02/2016 140 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing information systems, Marketing research, Marketing research process, Marketing problems

In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).

 13 p fbu 23/02/2016 143 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Marketing environment, Competitive environment

In this chapter, you will: Know about population and income trends in global markets and how they affect marketers, understand how population growth is shifting in different areas and for different age groups, know about the distribution of income in the United States,...

 11 p fbu 23/02/2016 162 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Demographic dimensions, Global consumer markets, Consumer spending patterns, Potential markets

In chapter 13 you will: Understand how retailers plan their marketing strategies, know about the many kinds of retailers that work with producers and wholesalers as members of channel systems, understand the differences among the conventional and nonconventional retailers including Internet merchants and others who accept the mass-merchandising concept,...

 13 p fbu 23/02/2016 150 2 Download

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing strategy, Strategy planning, Retail formats, Retailing on the internet, Retail chains