Lectures "Marketing management - Chapter 4: Conducting marketing research" provides students with the knowledge: What constitutes good marketing research, what are the best metrics for measuring marketing productivity, how can marketers assess their return on investment of marketing expenditures. Invite you to refer to the disclosures.
CHAPTER 1 DEFINING MARKETING FOR THE 21ST CENTURY. Marketing is everywhere. Formally or informally, people and organizations engage in a vast number of activities that could be called marketing. Good marketing has become an increasingly vital ingredient for business success
Describe your pricing policies and how they are determined. Discuss the influences of the competition, discounts, cost of goods, market forces, and other factors that will affect pricing. Justify your prices, particularly if they are substantially above or below the prices of similar products/services in the marketplace. Above all, demonstrate that your pricing decision is based on your company’s ability to make a profit.
Good marketing is no accident, but a result of careful planning and execution using state-of-the-art tools and techniques. It becomes both an art and a science as marketers strive to find creative new solutions to often-complex challenges amid profound changes in the 21st century marketing environment. In this lecture, we describe how top marketers balance discipline and imagination to address these new marketing realities. In the first chapter, we lay the foundation by reviewing important marketing concepts, tools, frameworks, and issues.
Chapter 13 - Designing and managing services. In this chapter, we will address the following questions: How do we define and classify services, and how do they differ from goods? What are the new services realities? How can we achieve excellence in services marketing? How can we improve service quality? How can goods marketers improve customer-support services?
Thành lập năm 2001, công ty TNHH Good Cook chuyên sản xuất sản
phẩm và bán các sản phẩm gia vị nhà bếp như tương, nước mắm pha sẵn,
và một số gia vị nấu ăn như ngũ vị hương, bò kho, cà ri. Tất cả các sản
phẩm đều mang tên một loại nhãn hiệu duy nhất là Good Cook.
Take a look around your
community and make a
list of truly superior small
businesses—ones you trust so thoroughly
you would recommend them to your
friends, your boss and even your in-laws.
Whether your mind turns to restaurants,
plumbers, plant nurseries or veterinarians,
chances are good your list is fairly short.
Now think about all the ads for local.
Marketing is in bad shape. Not marketing theory, but marketing practice. Every new product or service needs to be supported by a marketing plan that brings in a good return that covers the corresponding investment of time and money. But then why do 75 percent of new products. services, and businesses fail? These failures happen in spite of all the work that goes into market research, concept development and testing...
Today’s central problem facing business is not a shortage of goods
but a shortage of customers. Most of the world’s industries can pro-
duce far more goods than the world’s consumers can buy. Overca-
pacity results from individual competitors projecting a greater market
share growth than is possible. If each company projects a 10 percent
growth in its sales and the total market is growing by only 3 percent,
the result is excess capacity.
M arketing Management is the leading marketing text because its content and organization
consistently reflect changes in marketing theory and practice. The very first
edition of Marketing Management, published in 1967, introduced the concept that
companies must be customer-and-market driven. But there was little mention of what have
now become fundamental topics such as segmentation, targeting, and positioning.
Nowadays, with the development of globalization and super-fast technology, many
people are keen on working to earn money without succumbing to unnecessary speed.
How many times do they slow down and think of their lifestyle? Have they ever stayed
at home with their family on the weekend? Do they remember their birthday? and so on .I
am sure that many people can not answer those questions actually.However, the
article”Slow down,you move too fast” will helps us to have good attitude towards our
This publication is for short-term traders, i.e. for traders who hold stocks for one to eight
days. Short-term trading assumes buying and selling stocks often. After two to four months a
trader will have good statistics and he or she can start an analysis of trading results. What are
the main questions, which should be answered from this analysis?
The concept of target marketing is a refinement of the basic philosophy of marketing. It is an attempt by companies to relate the characteristics or attributes of the goods and services they provide more closely to customer requirements. When mass production techniques were first introduced, out of necessity they imposed a large degree of uniformity upon consumers.
Good instincts and intuition certainly play important roles in business. But gut feelings about your
customers' needs and preferences aren’t enough. If you want to minimize risk and improve your chances
of success, you need sound, objective data. That's where market research comes in.
Marketing focuses on attracting customers, getting them to buy, and
making sure they’re happy enough with their purchases that they
come back for more. What could be more important?
Marketing is part science, part art, and it can be challenging to bottle up
both parts into a winning campaign.
A financial market is a market in which people and entities can trade financial securities, commodities, and other fungible items of value at low transaction costsand at prices that reflect supply and demand. Securities include stocks and bonds, and commodities include precious metals or agricultural goods.
East Asia is fast becoming the world’s largest brand-name luxury goods market.
This study develops the concept of face and face consumption to explain why
Asian consumers possess strong appetites for luxury products despite their
relatively low income. This paper distinguishes the concept of face from a closely
No one ever said that mastering the art of presentation was easy. That’s true.
Others have said good presenters are natural presenters. That’s not true.
A simple aim for this short guide to mastering the art of presentation is to prove this point. Everyone can
present with flair, style and success. Everyone can be effective. Yes, it requires an understanding of good
presenting practice and some adherence to guidelines…although these are not rigid rules. Good presenting
will come more naturally to you with time and experience.