Marketing quốc tế Slides BUSM2412 unit 1 s1 08 introduction compatibility mode

... g Concept p Marketing Concept Societal Marketing Concept 16 Marketing and Sales Concepts Contrasted 17 Societal Marketing g Concept 18 What are the major differences between the Marketing Concept ... Need or Want Experiences Persons Organizations Activities Places Ideas 13 Modern d Marketing k System 14 Marketing k Management Marketing Management Demand Management Profita...

Ngày tải lên: 26/08/2017, 22:25

... Mission Statement Marketing M k i Objective # Marketing Strategy Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing M k i Objective # Marketing Strategy Marketing Strategy ... “like a rock.” k” 21 Whatt iis th Wh the diff difference between b t a market segment and a market target? 22 Developing the Marketing Mix 23 The P’s P s & C’s C s of the...

Ngày tải lên: 26/08/2017, 22:25

... Market Variability Competitors’ Marketing Strategies Competitors 17 Socially Responsible Target Marketing   Smart targeting helps companies and consumers alike Target marketing sometimes generates ... Levels of Market Segmentation Niche Marketing Different products to subgroups within segments (more segmentation, i.e Standard or Luxury SUV SUV’s) s) Micromarketing Products to suit t...

Ngày tải lên: 26/08/2017, 22:25

... (memory) •Beliefs & attitudes •Personality P lit & self-concept Marketing programs Marketing objectives Marketing strategy Marketing Marketing mix Personal •Age & lifecycle stage •Occupation Occupation ... question for marketers is: – “How consumers respond to various marketing k ti efforts ff t the th company might i ht use?” ?” M d l off B Model Buyer B Behaviour h i Factors Influe...

Ngày tải lên: 26/08/2017, 22:25

... Situations 22 Other Marketing Research Considerations Marketing Research in Small Businesses and Nonprofit Organizations g International Marketing Research Public Policy and Ethics in Marketing Research ... their:     Customer needs, Marketing environment, C Competition titi Marketing managers don’tt need more don information, they need better information What is a Marketing...

Ngày tải lên: 26/08/2017, 22:25

... Loyalty Recall R ll th the role l off marketing g • Marketing is the delivery of customer value l and d satisfaction i f i at a profit fi The Th goal of marketing is to attract new customers ... Retaining R t i i Customers & Developing Loyalty • Shift focus from “transactional marketing to “relationship marketing marketing” • Making good use of CRM systems • Use technology carefully...

Ngày tải lên: 26/08/2017, 22:25

... product lines and mixes Identify the four characteristics that affect the marketing of a service service Discuss the additional marketing considerations for services Wh d t? Whatt iis a P Product? ... Niche marketers emerge 37 Decline stage A long run drop in sales • Long Long-run run drop in sales • Large inventories of unsold items • Elimination of all nonessential marketing k expens...

Ngày tải lên: 26/08/2017, 22:26

... Decisions Internal Factors Affecting Pricing Decisions: Marketing Objectives Survival Low Prices Hoping to Increase Demand Current Profit Maximization Marketing g Choose the Price that Produces the Maximum ... Profit Total Revenue 12 10 Target Profit ($2 million) Total Cost Fixed Cost 200 400 600 80 0 1,000 Sales Volume in Units (thousands) 14 Cost-Based Cost Based Versus ValueValue Base...

Ngày tải lên: 26/08/2017, 22:26

... Vertical Marketing System 12 Innovations in Marketing Systems Horizontal Marketing System T Two or More M Companies C i at One Channel Level Join Together to Follow a New Marketing Opportunity Example: ... Bookstore Hybrid Marketing System A Single Firm Sets Up Two or More Marketing Channels to Reach One or More Customer Segments Example: Retailers, Catalogs, and Sales Force 13 Hy...

Ngày tải lên: 26/08/2017, 22:26

... their publics Marketing Communication Mix or P Promotion ti Mi Mix Product’s Design g Product’s Price Stores that Sell the Product Product’s Package Marketers Have Shifted Away From Mass Marketing ... Broadcasting Factors are Changing g g the Face of Today’s y Marketing Communications: Improvement in Information Technology Has Led to Segmented Marketing More Narrowcasting Market F M F...

Ngày tải lên: 26/08/2017, 22:26

... the meaning of relationship marketing  Describe how relationship marketing might be used in selling a new car Mass Marketing and Direct M k ti Marketing Most Mass Marketing Involves One One-Way ... M Di Marketing k ti Involves Two-Way Interactions With Customers The New Direct Marketing Model  Some firms use direct marketing as a supplemental medium di  For many companies...

Ngày tải lên: 26/08/2017, 22:26

... differentiators  Marketing strategy past performance and current position  Mission, marketing objectives, strategy, budgets The Marketing Audit Checklist Marketing Organisation Marketing Systems Marketing ... Unit 12 Objectives Understand the relationship between corporate plans and marketing plans Understand the process of developing a marketing plan Know the component...

Ngày tải lên: 26/08/2017, 22:26

...  Thương hiệu Áo dài Minh Hạnh tạo lập khẳng định vị trí số nước  Tình tập thực tế hữu ích cho việc vận dụng môn IM  Trả lời câu hỏi Câu hỏi 1: điểm độc áo Về thân NTK Minh Hạnh:  Bề dày ... diện NTK quốc phục cho nguyên thủ quốc gia APEC 2006 Câu hỏi 1: t.t Về áo dài NTK Minh Hạnh:  Áo dài truyền thống VN, thêu thùa đẹp mắt  Hoạ tiết hoa sen thêu áo  Ngườ...

Ngày tải lên: 25/10/2012, 08:58

... dùng xã hội 10 VAI TRÒ CỦA MARKETING • Giúp nhà quản trò khắc phục khác biệt sản xuất tiêu thụ: Không gian Thời gian Thông tin Giá trò Sở hữu Số lượng Chủng loại 11 QUÁ TRÌNH QUẢN TRỊ MARKETING ... * Thò trường mục tiêu * Nhu cầu khách hàng * Tổ hợp Marketing * Khả sinh lời NHỮNG QUAN ĐIỂM CHỦ YẾU TRONG QUẢN TRỊ MARKETING (tt) Quan điểm marketing xã hội: Nhiệm vụ tổ chức xác đònh...

Ngày tải lên: 25/10/2012, 08:58

... cầu hóa chiến lược Quốc gia A Quốc gia B Quốc gia C Quốc gia D Source: Reprinted from “Global Strategy… In a World of Nations?” by George S Yip, Sloan Management Review 31 (Fall 19 89): 30, by permission ... chiến lược marketing toàn cầu Các chiến lược marketing toàn cầu hợp Các chiến lược phân khúc toàn cầu Các chiến lược loại sản phẩm toàn cầu Chiến lược Marketing- mix toàn c...

Ngày tải lên: 25/10/2012, 09:35