Basic Marketing

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  • MARKETING CĂN BẢN (Basic Market)..Đào Hoài Nam...THÔNG TIN CHUNG VỀ MÔN HỌC..Tên môn học : Marketing căn bản Khoa / Ban / Trung tâm phụ trách : Khoa Thương Mại – Du Lịch - Marketing Số đơn vị học trình

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  • Marketing deals with identifying and meeting human and social needs.Marketing is a societal process by which individuals and groups obtain what they need through creating , offering and freely exchanging products and services of value with others.

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  • This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. We take that point of view seriously and believe in practicing what we preach. So you can trust that this new edition of Basic Marketing—and all of the other teaching and learning materials that accompany it—will satisfy your needs. We’re excited about this edition of Basic Marketing, and we hope that you will be as well....

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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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  • After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...

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  • When you finish this chapter, you should: Understand how population growth is shifting in different areas and for different age groups, obtain a feel for the size and importance of Canada's ethnic and French Canadian markets. Know about the distribution of income in Canada, know how consumer spending is related to family life cycle and other demographic dimensions, appreciate the relationship between family lifestage and consumer spending, understand the important new terms (shown in the margins).

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  • In this chapter you will learn: Understand why physical distribution (logistics) is such an important part of place and strategic market planning, understand why the physical distribution customer service level is a marketing strategy variable. understand the physical distribution concept and why it requires coordination of storing,...

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  • 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.

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  • After studying this chapter you will be able to: Know the variables that shape the environment of marketing strategy planning, understand why company objectives are important in guiding marketing strategy planning, understand target marketing, be familiar with the four Ps in a marketing mix,...

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  • 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.

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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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  • When you finish chapter 7, 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,...

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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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  • In this chapter 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,...

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  • When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...

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  • After completing this chapter, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the "best" medium, understand how to plan the "best" message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...

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  • In this chapter you will: Understand how pricing objectives should guide strategic planning for pricing decisions; understand choices the marketing manager must make about price flexibility and price levels over the product life cycle; understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs;...

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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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  • Nắm được sự ra đời, phát triển của marketing Hiểu được bản chất của marketing là gì trò, mục tiêu, chức năng của marketing đối với doanh nghiệp.Biết về Marketing mix. Truyền thông vị trí đã lựa chọn, sử dụng marketing mix hỗ trợ cho chiến lược định vị.

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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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