Lecture Basic Marketing

By Neil Russell-Jones and Tony Fletcher Drawings by Phil Hailstone “A very useful introduction for anyone who wants to understand marketing terminology”. Alan Dunstan, Director - Sales and Marketing, Lloyds Abbey Life “An excellent introduction to the tools and techniques of marketing”. Graham Howe, Group Finance Director, Orange

128p dove_12 12-06-2013 70 8   Download

Lesson "CRM in Marketing" lecture helps you understand the basics of CRM, its characteristics, and effective CRM applications. Hopefully you can use your knowledge of CRM applications for your business. We invite you to check out the details here.

35p mrh155 26-09-2022 21 7   Download

After completing this unit, you should be able to: Understand the role of the questionnaire in the data collection process, become familiar with the criteria for a good questionnaire, learn the process for questionnaire design, become knowledgeable about the three basic forms of questions,...

20p allbymyself_06 28-01-2016 57 5   Download

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,...

6p allbymyself_06 26-01-2016 80 5   Download

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.

9p allbymyself_06 26-01-2016 59 5   Download

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,...

11p allbymyself_06 26-01-2016 89 4   Download

When you finish this chapter, you will: Understand how most wholesalers and retailers set their prices using markups, understand why turnover is so important in pricing, understand the advantages and disadvantages of average-cost pricing, know how to use break-even analysis to evaluate possible prices, know the many ways that price setters use demand estimates in their pricing.

10p allbymyself_06 26-01-2016 45 4   Download

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,...

12p allbymyself_06 26-01-2016 68 3   Download

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;...

10p allbymyself_06 26-01-2016 81 3   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;...

8p allbymyself_06 26-01-2016 65 3   Download

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,...

13p allbymyself_06 26-01-2016 94 3   Download

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.

9p allbymyself_06 26-01-2016 65 3   Download

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).

7p allbymyself_06 26-01-2016 58 4   Download

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).

6p allbymyself_06 26-01-2016 60 2   Download

In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual's buying behaviour, understand how social influences affect an individual's and a household's buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).

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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,...

8p allbymyself_06 26-01-2016 71 4   Download

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,...

10p allbymyself_06 26-01-2016 69 2   Download

When you finish this chapter, you should: Understand how product life cycles affect strategic planning, know what is involved in designing new products and what "new products" really are, understand the new-product development process, see why product liability must be considered in screening new products.

6p allbymyself_06 26-01-2016 59 6   Download

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,...

10p allbymyself_06 26-01-2016 72 5   Download

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,...

8p allbymyself_06 26-01-2016 76 5   Download