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Philip kotler  marketing insights from a to z    80 concepts every manager needs to know 2003

Philip kotler marketing insights from a to z 80 concepts every manager needs to know 2003

... your company also has to raise money from investors. As a result you need to know how to market to investors. You also want to attract talent to your company. So you need to develop a value proposition ... bring it to the customer’s attention and easy access, and how to keep the customer wanting to buy more from you. Furthermore, marketing strategy and actions are not only played out in customer markets. ... important? Roberto Goizueta, the late CEO of Coca-Cola, commented: All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies...

Ngày tải lên: 13/12/2013, 14:59

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Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

... your company also has to raise money from investors. As a result you need to know how to market to investors. You also want to attract talent to your company. So you need to develop a value proposition ... bring it to the customer’s attention and easy access, and how to keep the customer wanting to buy more from you. Furthermore, marketing strategy and actions are not only played out in customer markets. ... recognition, and recall, but by a more comprehensive set of measures including cus- tomer perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy. 14 Marketing...

Ngày tải lên: 25/12/2013, 05:18

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báo cáo khoa học: "From recommendation to action: psychosocial factors influencing physician intention to use Health Technology Assessment (HTA) recommendations" pot

báo cáo khoa học: "From recommendation to action: psychosocial factors influencing physician intention to use Health Technology Assessment (HTA) recommendations" pot

... likely to reflect a true relationship between the psychosocial predictors from the TIB and physician inten- tion to use HTA recommendations. A short vignette was used to bring physicians into a ... example, to what extent do you agree with the following affirmation – "It would be easy for me to use CAHTAR's recommendations to support my decision in this case." 1) Totally disagree; ... was used to verify the internal consistency of theoretical con- structs. As shown in Table 1, all constructs showed satis- factory internal consistency, with Cronbach α higher than 0.70 [40]. Finally,...

Ngày tải lên: 11/08/2014, 05:22

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 ppsx

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 ppsx

... important as it is to watch your competitors, it is more im- portant to obsess on your customers. Customers, not competitors, determine who wins the war. Most markets are plagued by too many fishermen ... recognition, and recall, but by a more comprehensive set of measures including cus- tomer perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy. 14 ... important? Roberto Goizueta, the late CEO of Coca-Cola, commented: All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies...

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt

... accidentally spilled on the carpet and a janitor was called in. Bill took the cleaning solvent from the janitor and knelt down to clean the carpet himself to spare the janitor from having to do ... be fourfold: to be (1) the supplier of choice to customers, (2) the employer of choice to employees, (3) the partner of choice to distributors, and (4) the company of choice to investors. Its reputational capital ... the economy. Woody Allen commented on how to handle bad times: “More than anytime in history, mankind faces a crossroads. One path leads to despair and utter hopelessness, the other to total extinc- tion....

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 docx

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 docx

... stock three times a day in re- sponse to orders from individual store managers of what they expect to sell in the next few hours. 7-Eleven not only trains its store operators to capture customer ... do not want you to have anything from L. L. Bean that is not completely satisfactory.” There are always some companies, however, that are more ready to proclaim guarantees than to honor them. ... Inc., moved from oor cover- ings to ceilings to total interior surface decoration. ã Citicorp thought that it had a substantial share of the banking market but realized that it had only a small...

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 5 doc

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 5 doc

... unless the customer flies within two months. Companies should reward their loyal customers. Too often, however, companies give a better deal to new customers than to their old customers. Thus a ... unprof- itable customers. No company can be expected to pay the same at- tention to an unprofitable customer as to a profitable customer. Smart companies define the types of customers they are seeking ... loyal to a brand? Tony O’Reilly, former CEO of H. J. Heinz, proposed this test of brand loyalty: My acid test . . . is whether a housewife, intending to buy Heinz tomato ketchup in a store,...

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx

... to check on how well sales clerks handle difficult questions from customers, how well telephone operators answer phone calls, how easy it is to locate merchandise in a store, and many other uses. Mystery ... Percentage of new customers to average number of cus- tomers. ã Percentage of lost customers to average number of cus- tomers. ã Percentage of win-back customers to average number of customers. ã Percentage ... competitors. Johnson & Johnson prefers to prioritize its goals: Its first re- sponsibility is to its customers, its second to its employees, its third to its community, and its fourth to its stockholders....

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 7 ppt

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 7 ppt

... went to Wall Street to find out why. The analysts told him that his bottom line had improved but not his top line—they didn’t see any revenue growth. So the CEO decided to cut product prices to ... Drucker admonished: “Customers do not see it as their job to ensure manufacturers a profit.” Companies have to figure out not only how to increase sales but how to earn customers’ repeat business. ... worth. 138 Marketing Insights from A to Z uality 147 It continues to amaze me how many Americans accepted bad quality in the past. When I took my newly purchased Buick to the dealer one week after...

Ngày tải lên: 14/08/2014, 05:20

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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 8 pdf

Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 8 pdf

... in the future must move from one-way sales pitches to two-way conversations; from cold calls to efforts at rela- tionship building; and from knowing nothing about the prospect to making targeted, ... technology to an old orga- nization. This will only result in an expensive old organization. elemarketing and Call Centers Using the phone to hear from customers and to talk with customers can ... and rewards to get customers to buy now rather than later. Whereas advertising is a long-run tool for shaping the market’s attitude toward a brand, sales promotion is a short-term tool to trigger...

Ngày tải lên: 14/08/2014, 05:20

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Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 potx

Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 potx

... important? Roberto Goizueta, the late CEO of Coca-Cola, commented: All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all that actually lies ... important as it is to watch your competitors, it is more im- portant to obsess on your customers. Customers, not competitors, determine who wins the war. Most markets are plagued by too many fishermen ... recognition, and recall, but by a more comprehensive set of measures including cus- tomer perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy. 14...

Ngày tải lên: 14/08/2014, 09:21

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