Marketing quốc tế Slides BUSM2412 unit 6 s1 08 compatibility mode

... 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 technology ... Relationships and Loyalty to Organisations • Insulating customers from competitors • Reducing R d i marketing k i costs • Encouraging repeat business • Enhancing E h i positive iti ““word d off mouth”...

Marketing quốc tế Slides BUSM2412 unit 2 s1 08 compatibility mode

... 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 Marketing Mix 4 P’s ... clothing 29 Contents of a Marketing Plan Executive Summary Current Marketing Situation Threats and Opportunity Analysis Objectives Marketing Strategy Action Programs Budgets Cont ols Controls 30 Marketing...

Marketing quốc tế Slides BUSM2412 unit 3 s1 08 compatibility mode

... 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 the tastes ... individuals and locations (complete segmentation) Local Marketing Tailoring brands/promotions to l local l customer t groups Individual Marketing Tailoring products and programs to the needs of...

Marketing quốc tế Slides BUSM2412 unit 4 s1 08 compatibility mode

... (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 Influencing g Consumer ... Obj ti Objectives The relationship between marketing and buyer behaviour Model of consumer buyer decision-making Consumer buying decision roles Buying decision...

Marketing quốc tế Slides BUSM2412 unit 5 s1 08 compatibility mode

... 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 Information System ... System Functions of an MIS: Developing p g Marketing Information Information Needed by Managers Can be Obtained From: Internal Data Marketing Intelligence g Marketing Research Electronic Collections...

Marketing quốc tế Slides BUSM2412 unit 7 s1 08 compatibility mode

... 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 expenses 38 ... product lines and mixes Identify the four characteristics that affect the marketing of a service service Discuss the additional marketing considerations for services 44 ...

Marketing quốc tế Slides BUSM2412 unit 8 s1 08 compatibility mode

... 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 Based Pricing 15 After ... Are Seen by Buyers As: Competitors Mostly React When: Being Replaced by Newer Models Number of Firms is Small Current Models Are Not Selling Well Product is Uniform Company is in Financial Trouble...

Marketing quốc tế Slides BUSM2412 unit 9 s1 08 compatibility mode

... 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 Hybrid Marketing Channel ... Financing Promotion Physical Distribution Contact Negotiation Matching  List and briefly discuss the marketing channel functions that are involved in completing and fulfilling transactions c functions...

Marketing quốc tế Slides BUSM2412 unit 10 s1 08 compatibility mode

... 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 Fragmen ntation ... gmentation The Changing Communications Environment The Need for Integrated Marketing C Communications i ti With Integrated Marketing Comm Communications nications (IMC), the Company Carefully Integrates...

Marketing quốc tế Slides BUSM2412 unit 11 s1 08 compatibility mode

... 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, direct marketing ... new and complete model for doing business  Some firms use the new direct model as their onlyy approach  New marketing model of the next millennium Benefits and Growth of Direct Marketing  Benefits...

Marketing quốc tế Slides BUSM2412 unit 12 s1 08 compatibility mode

... 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 components of a marketing ... any adverse developments Marketing Plan Structure  Executive Summary g Situation  Current Marketing  Assumptions pp and issues analysis y  Opportunities  Objectives  Marketing Strategies ...

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 Profitable P fit bl Customer ... length with use of PPT slides slides I will provide each group the topic Presented April 30 & May 1, & 2 013  I will provide the topic and guidelines after the Tet holiday Unit 1: Objectives b  Understand...

Bài giảng marketing quốc tế CHAPTER 6

... hoàn hảo: nỗ lực marketing không tác dụng lớn * Cạnh tranh độc quyền: Những nỗ lực marketing nhắm vào khách hàng, sản phẩm khác có giá khác * Cạnh tranh nhóm: nhạy với tác động marketing đối thủ ... bớt tính sản phẩm 15 * Giảm hay loại bỏ bớt dòch vụ kèm Khách hàng nghó thấy sản phẩm tăng giá? 16 ...

Marketing Quốc tế Bài giảng + Case study chương 4,5,6,7,8

... quan hệ giá nước giá quốc tế Giá quốc tế > giá nước Giá quốc tế < giá nước Giá quốc tế = giá nước THIẾT LẬP CHÍNH SÁCH GIÁ QUỐC TẾ +Tính chi phí + Chọn mục tiêu sách giá + Thu thập thông tin ... Cow” CHƯƠNG:5 CHÍNH SÁCH GIÁ QUỐC TẾ CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN GIÁ QUỐC TẾ CHIẾN LƯC GIÁ QUỐC TẾ THIẾT LẬP CHIẾN LƯC GIÁ QUỐC TẾ ĐỊNH GIÁ CHUYỂN NHƯNG 1.CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN GIÁ QUỐC TẾ + Chi ... PHỐI SẢN PHẨM QUỐC TẾ Những nhân tố ảnh hưởng đến phân phối sản phẩm quốc tế Kênh phân phối sản phẩm quốc tế 3.Phát triển chiến lược phân phối quốc tế Quản trò kênh phân phối quốc tế Thâm nhập...

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tài liệu Marketing Quốc Tế chương 6

... Đònh nghóa cung ứng quốc tế  “…Thiết kế quản trò hệ thống để kiểm soát việc di chuyển nguyên vật liệu vào công ty quốc tế  Sử dụng phương pháp hệ thống cho việc kết ... division of Thomson Learning All rights reserved Quá trình cung ứng quốc tế  Quản lý nguyện vật liệu – Sự di chuyển lúc nguyên vật liệu, linh kiện, phận công ty  Phân phối hữu hình – Sự di chuyển ... Thomson Learning All rights reserved Sự ảnh hưởng cung ứng quốc tế  Chi phí cung ứng chiếm từ 10% đến 30% tổng chi phí giao nhận đơn hàng quốc tế  Các yếu tố cần thiết để sử dụng công cụ cung ứng...

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