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,...

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  • 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.

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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).

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  • 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;...

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  • Chapter 16 - Controlling the organisation. The main contents of this chapter include all of the following: Control as a management function, the control process, types of control, managerial approaches to control, assessing control systems.

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  • 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 11 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.

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  • 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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  • Chapter 1. Marketing’s Role in the Global Economy. When You Finish This Chapter, You Should: 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macro-marketing systems develop.

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  • Chapter 3. Focusing Marketing Strategy with Segmentation and Positioning. When You Finish This Chapter, You Should: 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix.

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  • Chapter 2. Marketing’s Role within the Firm or Nonprofit Organization. When You Finish This Chapter, You Should: 1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization.

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  • Chapter 12. Distribution Customer Service and Logistics. When You Finish This Chapter, You Should: 1. Understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning.

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