Managerial approach

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  • Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace. The Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce.

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  • Determine your own managerial approach by answering the following questions. Assume that you are the manager of a work group and answer the following questions accordingly. Put a Y for "yes" and an N for "no" in the blank...

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  • Tham khảo tài liệu 'basic marketing: a global−managerial approach appendix', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả

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  • 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,...

    ppt8p allbymyself_06 26-01-2016 7 2   Download

  • 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,...

    ppt10p allbymyself_06 28-01-2016 6 2   Download

  • Chapter 8. Improving Decisions with Marketing Information. When You Finish This Chapter, You Should: 1. Know about marketing information systems. 2. Understand a scientific approach to marketing research.

    pdf30p leslie88 18-09-2010 73 27   Download

  • Two general approaches are used for valuing inventories and cost of goods sold. One approach, called absorption costing, is generally used for external reporting purposes. The other approach, called variable costing, is preferred by some managers for internal decision making and must be used when an income statement is prepared in the contribution format. This chapter shows how these two methods differ from each other. It also explains how to create segmented contribution format income statements.

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  • In this chapter you will learn: Know about marketing information systems, understand the 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 (shown in the margins).

    ppt6p allbymyself_06 26-01-2016 13 2   Download

  • In this chapter you will learn: Know the content of and differences among strategies, marketing plans, and a marketing program; know how to use S.W.O.T. analysis and other planning approaches to zero in on a marketing strategy that fits the firm's objectives and resources and meets customers' needs; understand why the product classes and typical mixes are a good starting point for planning;...

    ppt8p allbymyself_06 26-01-2016 9 2   Download

  • 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.

    ppt8p allbymyself_06 28-01-2016 7 2   Download

  • Chapter 2: Job-order costing. Managers need to assign costs to products to facilitate external financial reporting and internal decision making. This chapter illustrates an absorption costing approach to calculating product costs known as job-order costing.

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  • Chapter 4: Process costing. Managers need to assign costs to products to facilitate external financial reporting and internal decision making. This chapter illustrates an absorption costing approach to calculating product costs known as process costing.

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  • Appendix A - Pricing products and services. This appendix focuses on pricing products and services. It explains the economist’s approach to pricing, the absorption costing approach to cost-plus pricing, and the meaning of target costing.

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  • Managers need to assign costs to products to facilitate external financial reporting and internal decision making. This chapter illustrates an absorption costing approach to calculating product costs known as job-order costing.

    ppt19p tangtuy10 04-05-2016 7 2   Download

  • Managers need to assign costs to products to facilitate external financial reporting and internal decision making. This chapter illustrates an absorption costing approach to calculating product costs known as process costing.

    ppt17p tangtuy10 04-05-2016 4 2   Download

  • Two general approaches are used for valuing inventories and cost of goods sold. One approach, called absorption costing, is generally used for external reporting purposes. The other approach, called variable costing, is preferred by some managers for internal decision making and must be used when an income statement is prepared in the contribution format. This chapter shows how these two methods differ from each other. It also explains how to create segmented contribution format income statements.

    ppt20p tangtuy10 04-05-2016 4 2   Download

  • Chapter 3 - Systems design: Activity-based costing. After studying Chapter 3, you should be able to: Understand the basic approach in activity-based costing and how it differs from conventional costing, compute activity rates for an activity-based costing system, compute product costs using activity-based costing, contrast the product costs computed under activity-based costing and conventional costing methods.

    ppt31p tangtuy11 20-05-2016 6 2   Download

  • Chapter 9 - Flexible budgets and overhead analysis. After studying Chapter 9, you should be able to: repare a flexible budget and explain the advantages of the flexible budget approach over the static budget approach, prepare a performance report for both variable and fixed overhead costs using the flexible budget approach, use the flexible budget to prepare a variable overhead performance report containing only a spending variance,...

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  • Chpater 12 - Capital budgeting decisions. After studying Chapter 12, you should be able to: Determine the acceptability of an investment project using the net present value method, prepare a net present value analysis of two competing investment projects using either the incremental-cost approach or the total-cost approach, rank investment projects in order of preference using the profitability index,...

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  • Chapter 3 - Job-order costing. Managers need to assign costs to products to facilitate external financial reporting and internal decision making. This chapter illustrates an absorption costing approach to calculating product costs known as job-order costing.

    ppt23p tangtuy17 05-07-2016 3 2   Download

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