Giáo trình: Marketing Management Chapter 06

... 6 - 1 Chapter Chapter 6 6 Market Market Structure Structure and and Competitor Competitor Analysis Analysis 6 ... for each competitive level: – – Product form competition: Product form competition: aim marketing aim marketing activities at direct competitors. activities at direct competitors. – – Product ... features Product features   Core strategies Core strategies  ...

Ngày tải lên: 18/10/2013, 04:15

... Selling   Miscellaneous Miscellaneous Mix Elements Mix Elements   Direct marketing forms: Direct marketing forms: – – Telemarketing Telemarketing – – Direct Direct - - mail marketing mail marketing – – Direct sales Direct sales – – Internet Internet   Key ... expensive – – Waste Waste – – Noise Noise – – Clutter Clutter Integrated Marketing Integrated Marketing Communicati...

Ngày tải lên: 25/10/2013, 02:15

... characteristic in new product adoption. adoption. 4 - 19 Figure 4-6: Innovator Categories 4 - 1 Chapter Chapter 4 4 Analyzing Analyzing Consumer Consumer Behavior Behavior 4 - 20 Who Are the ... where you live ” ” 4 - 22 4 - 23 Who Are the Customers? Who Are the Customers?   Marketing Research Implications: Marketing Research Implications: Developing Target Markets Develop...

Ngày tải lên: 27/01/2014, 02:20

... differences between consumer and industrial marketing. and industrial marketing.   Market segmentation for marketing to Market segmentation for marketing to organizations. organizations.   Understanding ... Brand Mindshare Report 5 - 18 Who Are the Customers? Who Are the Customers?   Marketing Research Implications Marketing Research Implications – – Developing Target Ma...

Ngày tải lên: 27/01/2014, 02:20

... advantage based advantage 2 - 19 2 - 1 Chapter Chapter 2 2 A Strategic A Strategic Marketing Marketing Framework Framework 2 - 20 Marketing Strategy Marketing Strategy   Cost Cost - - or ... Strategy Core Strategy 2 - 28 Marketing Strategy Marketing Strategy   Marketing Mix Marketing Mix – – Implementation Implementation of the marketing of the marketing mix...

Ngày tải lên: 27/01/2014, 02:20

...   Low Low nonresponse nonresponse bias bias Key Strategies Key Strategies 3 - 1 Chapter Chapter 3 3 Marketing Marketing Research Research 3 - 20 The Research Process The Research Process   Personal ... controllable marketing variables. two controllable marketing variables. 3 - 26 The Research Process The Research Process   Global Considerations in Marketing Global Co...

Ngày tải lên: 27/01/2014, 02:20

... being focused upon 1 - 1 Marketing Marketing and the and the Job of the Job of the Marketing Marketing Manager Manager Chapter Chapter 1 1 1 - 20 Marketing Manager Marketing Manager ’ ’ s ... By Driven By 1 - 12 Marketing Philosophies Marketing Philosophies   Sales Sales   Technology Technology   Marketing Marketing   Customer Customer   Focus: Marke...

Ngày tải lên: 27/01/2014, 02:20

... VẤN ĐỀ CƠ BẢN CỦA MARKETING 1. Những khái niệm cốt lõi của marketing 2. Quản trị marketing 3. Những đinh hướng phát triển của marketing 1. Những khái niệm cốt lõi của marketing Có nhiều ... những người làm marketing và họ cũng không được đào tạo về marketing. Khá lắm thì họ cũng chỉ là người làm marketing “bán thời gian”. Đáng lẽ ra là như vậy, nhưng xưa nay quản t...

Ngày tải lên: 22/01/2014, 11:20