Giáo trình: Marketing Management Chapter 9

... 9 - 1 Chapter Chapter 9 9 C C ommunications ommunications and Advertising and Advertising Strategy Strategy 9 - 2 Key Learning Points Key Learning Points ... challenge facing marketers today. 9 - 10 Figure 9- 3: Modified Mass Marketing Communications Model 9 - 11 Figure 9- 4: Traditional Trade-off Between Richness & Reach 9 - 12 In-Class Activity * Personal ... Miscellan...

Ngày tải lên: 25/10/2013, 02:15

... rather than by the marketing customer, rather than by the marketing manager, as implied in the following manager, as implied in the following definition. definition. 6 - 9 Product & Service ... market structure The purpose of a market structure analysis is to enable the marketing analysis is to enable the marketing manager to understand who the manager to understand who the comp...

Ngày tải lên: 18/10/2013, 04:15

... new product 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 ... where you live ” ” 4 - 22 4 - 23 Who Are the Customers? Who Are the Customers?   Marketing Research Implications: Marketing Research Implications: Developing Target Markets Developing...

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

... brand - - based 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...

Ngày tải lên: 27/01/2014, 02:20

... .01)} 2 2 - - 3 years: {3,724, 390 3 years: {3,724, 390 – – (3,724, 390 x .01)} (3,724, 390 x .01)} = 3,762,000 0 = 3,762,000 0 - - 1 yrs; 3,724, 390 1 1 yrs; 3,724, 390 1 - - 2 yrs; 3,687,136 2 2 ... 5,530,704 ======== ======== == == Total per day 69, 221,364 Total per day 69, 221,364 or or ( 69, 221,364 x 365) 25,265, 797 ,860 ( 69, 221,364 x 365) 25,265, 797 ,860 diapers per year diap...

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 ... hướng marketing Quan điểm marketing là một triết lý kinh doanh đang thách thức những quan điểm trước đây. Những nguyên lý trung tâm của nó được hình thành vào giữa những năm 19...

Ngày tải lên: 22/01/2014, 11:20