Giáo trình: Marketing Management Chapter 9

Giáo trình: Marketing Management_ Chapter 9

... 9 - 1 Chapter Chapter 9 9 C C ommunications ommunications and Advertising and Advertising Strategy Strategy 9 - 2 Key Learning Points Key Learning Points ... challenge facing marketers today. 9 - 10 Figure 9- 3: Modified Mass Marketing Communications Model 9 - 11 Figure 9- 4: Traditional Trade-off Between Richness & Reach 9 - 12 In-Class Activity * Personal ... Miscellaneous Mix Elements Mix Elements   Direct marketing forms: Direct marketing forms: – – Telemarketing Telemarketing – – Direct Direct - - mail marketing mail marketing – – Direct sales Direct sales...

Giáo trình: Marketing Management_ Chapter 06

... rather than by the marketing customer, rather than by the marketing manager, as implied in the following manager, as implied in the following definition. definition. 6 - 9 Product & Service ... market structure The purpose of a market structure analysis is to enable the marketing analysis is to enable the marketing manager to understand who the manager to understand who the competition ... can have a serious impact on the success of a serious impact on the success of a marketing plan, especially in the marketing plan, especially in the long run. long run. ” ” 6 - 3 - Russell S. Winer...

Tài liệu Giáo trình: Marketing Management_ Chapter 04 ppt

... new product characteristic in new product adoption. adoption. 4 - 19 Figure 4-6:Innovator Categories4 - 1 Chapter Chapter 44Analyzing Analyzing Consumer Consumer BehaviorBehavior4 ... where you live””4 - 224 - 23Who Are the Customers?Who Are the Customers? Marketing Research Implications: Marketing Research Implications: Developing Target MarketsDeveloping Target Markets––Parsimony ... variables)(segmentation variables)4 - 24Who Are the Customers?Who Are the Customers? Marketing Research Implications: Marketing Research Implications: Developing Target MarketsDeveloping Target Markets––Other...

Tài liệu Giáo trình: Marketing Management_ Chapter 05 docx

... differences between consumer and industrial marketing. and industrial marketing. Market segmentation for marketing to Market segmentation for marketing to organizations.organizations.Understanding ... Brand Mindshare Report5 - 18Who Are the Customers?Who Are the Customers? Marketing Research Implications Marketing Research Implications––Developing Target MarketsDeveloping Target ... supplierSelect supplier––Make Make postpurchasepostpurchaseevaluationevaluation5 - 1 Chapter Chapter 55Organizational Organizational Buying Buying BehaviorBehavior5 - 20Why Do...

Tài liệu Giáo trình: Marketing Management_ Chapter 02 doc

... brand--based advantagebased advantage2 - 19 2 - 1 Chapter Chapter 22A Strategic A Strategic Marketing Marketing FrameworkFramework2 - 20 Marketing Strategy Marketing StrategyCostCost--or ... StrategyCore Strategy2 - 28 Marketing Strategy Marketing Strategy Marketing Mix Marketing Mix––Implementation Implementation of the marketing of the marketing mix makes the mix ... 23Outbound Outbound LogisticsLogistics Marketing Marketing and Salesand SalesServiceService2 - 24 Marketing Strategy Marketing StrategyPerceived Quality or BrandPerceived...

38
1,378
2

Tài liệu Giáo trình: Marketing Management_ Chapter 03 pptx

... .01)} 22--3 years: {3,724, 390 3 years: {3,724, 390 ––(3,724, 390 x .01)}(3,724, 390 x .01)}= 3,762,000 0= 3,762,000 0--1 yrs; 3,724, 390 11 yrs; 3,724, 390 1--2 yrs; 3,687,136 22 ... 5,530,704====================Total per day 69, 221,364Total per day 69, 221,364or or ( 69, 221,364 x 365) 25,265, 797 ,860( 69, 221,364 x 365) 25,265, 797 ,860diapers per yeardiapers per year13- ... Low Low nonresponsenonresponsebiasbiasKey StrategiesKey Strategies3 - 1 Chapter Chapter 33 Marketing Marketing ResearchResearch3 - 20The Research ProcessThe Research ProcessPersonal...

Tài liệu Giáo trình: Marketing Management_ Chapter 01 pdf

... being focused upon 1 - 1 Marketing Marketing and the and the Job of the Job of the Marketing Marketing ManagerManager Chapter Chapter 111 - 20 Marketing Manager Marketing Manager’’s ... ByDriven By1 - 12 Marketing Philosophies Marketing PhilosophiesSalesSalesTechnology Technology  Marketing MarketingCustomerCustomerFocus: Marketing Focus: Marketing Enormous ... of marketing How marketing is changingHow marketing is changing1 - 30Figure 1 -9: Marketing Planning Sequence1 - 31Product & Service Product & Service DecisionsDecisionsMarketing...

Tài liệu Giáo trình Marketing cơ bản_ Chapter 1 docx

... VẤN ĐỀ CƠ BẢN CỦA MARKETING 1. Những khái niệm cốt lõi của marketing 2. Quản trị marketing 3. Những đinh hướng phát triển của marketing 1. Những khái niệm cốt lõi của marketing Có nhiều ... hướng marketing Quan điểm marketing là một triết lý kinh doanh đang thách thức những quan điểm trước đây. Những nguyên lý trung tâm của nó được hình thành vào giữa những năm 195 0. Quan điểm marketing ... những người làm marketing và họ cũng không được đào tạo về marketing. Khá lắm thì họ cũng chỉ là người làm marketing “bán thời gian”. Đáng lẽ ra là như vậy, nhưng xưa nay quản trị marketing đồng...

Xem thêm