chapter 2  creating effective marketing plans

Ngày tải lên: 21/01/2014, 06:20

... THỐNG THÔNG TIN MARKETING Vai trò hệ thống thông tin marketing: * Thông tin yếu tố thiếu việc phân tích, hoạch đònh, triển khai kiểm soát hoạt động marketing * Hệ thống thông tin marketing (MIS) ... nhà quản lý marketing * Thông tin marketing có giá trò đáp ứng: - Đúng chỗ (cần thiết) - Đúng lúc (kòp thời) - Đúng nội dung (chính xác) 17 HỆ THỐNG THÔNG TIN MARKETING (tt) Nhà QL marketing Phân ... TRƯỜNG VI MÔ (tt) • Môi trường marketing nội bộ: • * Phụ thuộc vào quan điểm lãnh đạo doanh nghiệp vấn đề marketing • * Sự phối hợp phận khác • * Nguồn lực cho marketing 10 MÔI TRƯỜNG VĨ MÔ Kinh...

Ngày tải lên: 25/10/2012, 08:58

... Never interrupt yours customers Listen in silence and let them speak bout what they require • Watch effective salespeople or customers services personnel in action and you’ll see how they master the...

Ngày tải lên: 23/10/2013, 20:15

Ngày tải lên: 26/01/2014, 07:20

Ngày tải lên: 26/01/2014, 07:20

... render the UI as a plain, disproportioned group of widgets While plain text on a web page can be effective for simply relaying information, the situation is not analogous in user interfaces Mozilla...

Ngày tải lên: 26/01/2014, 07:20

... thông tin Marketing Mọi công ty phải tổ chức dòng thông tin Marketing dẫn đến người quản trị Marketing Các công ty nghiên cứu nhu cầu thông tin người quản trị thiết kế hệ thống thông tin Marketing ... định Marketing Khái niệm hệ thống thông tin Marketing minh họa hình H.2.1 Để tiến hành phân tích lập kế hoạch, thực kiểm tra, nhà quản trị Marketing cần thông tin tình hình diễn biến môi trường Marketing ... thời cho nhà quản trị Marketing Thông tin cần thiết phát triển thông qua ghi chép nội công ty, hoạt động tình báo Marketing, nghiên cứu Marketing phân tích hỗ trợ định Marketing Bây ta mô tả...

Ngày tải lên: 27/01/2014, 02:20

... Determine the best mode of entry into foreign markets given each firm’s unique characteristics Develop effective human resource practices for managing international subsidiaries Become aware of ethical ... to Taiwan, Singapore, and Japan for small parts $500 goes to Great Britain for advertising and marketing services $1,000 goes to Ireland for data processing $7,600 goes to GM and its external...

Ngày tải lên: 01/07/2014, 05:08

... opportunities Adjust plans as needed Marketing planning Set objectives Evaluate opportunities Create marketing strategies Prepare marketing plans Develop marketing program Control marketing plan(s) ... control procedures = Marketing plan + = A firm’s marketing program Other marketing plans The Importance of Marketing Strategy Planning We emphasize the planning part of the marketing manager’s ... the marketing management process The marketing management process is the process of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans...

Ngày tải lên: 01/07/2014, 20:20

... DEVELOPING MARKETING STRATEGIES AND PLANS CHAPTER A key ingredient of the marketing management process is insightful, creative marketing strategies and plans that can guide marketing activities ... UNDERSTANDING MARKETING MANAGEMENT III Product Planning: The Nature and Contents of a Marketing Plan To carry out their responsibilities, marketing managers follow a marketing process Working within the plans ... analysis, and a short-run focus (See "Marketing Memo: Marketing Plan Criteria" for some guideline questions to ask in developing marketing plans. ) What, then, does a marketing plan look like? What does...

Ngày tải lên: 06/07/2014, 02:20

... Marketing Research Exploratory research design 2.3 Classification and differences between research ... situation other than the current situation Secondary data and analysis is useful at all stages of the marketing research process However, it is particularly useful at the problem definition and exploratory ... below provides a generic idea and is not an exhaustive list Download free books at BookBoon.com 30 Marketing Research Exploratory research design Table 2.1: Secondary data sources Example Internal...

Ngày tải lên: 06/07/2014, 05:20

... 2.2 Marketing performance measures In this section we review various marketing performance measures, such as sales, brand choice and interpurchase times, and we illustrate these Features of marketing ... many interesting marketing variables are not continuous but discrete (for example, brand choice) Hence, it is unclear how one should define a correlation Additionally, for some marketing variables, ... variable in marketing research is a variable that takes only two values As examples, these values may concern the choice between brand A and brand B (see Malhotra, 16 Quantitative models in marketing...

Ngày tải lên: 06/07/2014, 05:20

... Review European Journal of Marketing Harvard Business Review International Journal of Research in Marketing Industrial Marketing Management Journal of the Academy of Marketing Science Journal ... of Business-to-Business Marketing Journal of Business and Industrial Marketing Journal of Business Research Journal of Consumer Research Journal of Marketing Journal of Marketing Research Journal ... distribution International business marketing Marketing to governments Market segmentation Market planning and strategy Marketing and other functions Ethics in business marketing Buyer-seller relationships...

Ngày tải lên: 06/07/2014, 07:20

... • What can marketing communicators to enhance the equity of their brands? • How can marketing communicators affect the behavior of their present and prospective customers? • How can marketing ... South-Western, a part of Cengage Learning All rights reserved 2–23 Measuring Marketing Investment Performance • Return on Marketing Investment (ROMI)  Measures the effect of marcom, or of its specific ... reasonable revenue return on the marcom investment • Why Measure Marcom Effectiveness?  Demands for greater accountability on the marketing function  To become better at marcom activities © 2010...

Ngày tải lên: 31/07/2014, 17:20

... choice The marketing agency of Nestle is very stong and understanding VietNamese, that’s why they’ve come up with the plan using VietNamese pride of their country into their product marketing ... customer’, in Kotler, Philip & Armstrong, Gary, Principles Of Marketing 14 edition, published by Bookshop-Loc, page Positioning map -Marketing thought, edited in Ferbruary 25, http://neilbendle.com/category/competition/positioning/positioning-maps/ ... group with distinct needs, characteristic, or psychographic who might require separate products or marketing mixes The target market is a set of buyers sharing common needs or characteristics that...

Ngày tải lên: 19/04/2016, 11:52

Ngày tải lên: 20/10/2012, 08:08

... supported by air bearings as it moves along a granite base Sclater Chapter 5/3/01 9:52 AM Page as cost -effective linear encoders or ultrahigh-resolution laser interferometers The resolution of this type ... revolution where they will be clamped securely by their inherent holding torque Stepper motors are cost -effective and reliable choices for many applications that not require the rapid acceleration, high ... the application Installation and Operation of the System The design and implementation of a cost -effective motioncontrol system require a high degree of expertise on the part of the person or persons...

Ngày tải lên: 22/10/2012, 14:27

... công chế biến Khách hàng người có nhà, tuổi khoảng 35 đến 55, với thu nhập $100,000/năm Trọng tâm marketing Bếp ăn Sáng tạo cung cấp cho họ chọn lựa thuận tiện, độc đáo có chất lượng cao việc tự...

Ngày tải lên: 25/10/2012, 15:04