» Từ khóa: marketing opportunities

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 171 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 177 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 189 2 Download

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

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 172 2 Download

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

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 139 2 Download

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

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

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

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: 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