lecture slide marketing management

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 31/08/2012, 23:38

... TỔNG QUAN VỀ MARKETING I) KN Marketing II) Q trình phát triển Marketing III) Các mục tiêu Marketing IV) Các cơng cụ Marketing V) Marketing quốc tế VI) Tổ chức cơng ty KD QT I) KN Marketing 1) ... of Marketing • • • • • Domestic Marketing - ethnocentric Export Marketing - ethnocentric International Marketing - polycentric or multidomestic Multinational Marketing - regiocentric Global Marketing ... Physical handling Fact finding & analysis 2) Marketing hỗn hợp (Marketing Mix) • Là tập hợp bốn cơng cụ (…) cấu thành kế hoạch marketing DN (marketing mix) • P marketing mix t/động tương hỗ, q/định...

Ngày tải lên: 24/10/2012, 16:23

... tháng 11/2004 Marketing Địa phương Quản lý Marketing kỷ 21 Chương 1: Nhập môn quản lý Marketing hoạt động có tác động thực Tất nhiên vài tổ chức, số nhiệm vụ marketing thực bên phận marketing Nhiệm ... tháng 11/2004 Marketing Địa phương Quản lý Marketing kỷ 21 Chương 1: Nhập môn quản lý Marketing Để xem xét sâu chủ đề Quản lý Marketing Thế kỷ 21, phần trình bày chia làm phần: I Marketing Doanh ... trình Giảng dạy Kinh tế Fulbright Hà Nội, tháng 11/2004 Marketing Địa phương Quản lý Marketing kỷ 21 Chương 1: Nhập môn quản lý Marketing marketing Drucker Ta thường không hiểu khác biệt điều thường...

Ngày tải lên: 26/10/2012, 09:12

... Enterprise Marketing Management Enterprise Marketing Management The New Science of Marketing Dave Sutton and Tom Klein John Wiley & Sons, Inc Copyright ... Enterprise Marketing Management: The New Science of Marketing, which has been written by two of the senior members of Zyman Marketing Group, Dave Sutton and Tom Klein, demystifies marketing into ... investments in ENTERPRISE MARKETING MANAGEMENT what are often creative exercises It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing To begin,...

Ngày tải lên: 07/02/2013, 09:52

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 13/08/2013, 13:59

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 15/08/2013, 14:09

... Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing ... Understanding Marketing Management Defining Marketing for the 21st Century CHAPTER The Importance of Marketing The Scope of Marketing What Is Marketing? What Is Marketed? Who Markets? Core Marketing ... Four Ps 25 Marketing Management Tasks 26 Developing Marketing Strategies and Plans 26 Capturing Marketing Insights 26 MARKETING MEMO Marketers’ Frequently Asked Questions 26 27 Developing Marketing...

Ngày tải lên: 09/09/2013, 16:41

... analysis is to enable the marketing manager to understand who the competition is Misidentification of the competitive set can have a serious impact on the success of a marketing plan, especially ... Core strategies Supporting marketing mix: – – – – Price Distribution Product Communications - 21 Product & Service Core strategies can be assessed Decisionsexamining by marketing communications ... competition or market definition • Competition is best defined by the customer, rather than by the marketing manager, as implied in the following definition 6-8 Product & Service Decisions “An industry...

Ngày tải lên: 18/10/2013, 04:15

... Integrated Marketing Communications Mix Elements Advertising Direct Marketing Sales Promotion Publicity/Public Relations Personal Selling Miscellaneous Direct marketing forms: – – – – Telemarketing ... Decisions stressing a concept called integrated marketing communications (IMC), in which the marketing manager does not think of all the elements of the marketing mix as communicating separate messages; ... business-to-business marketing communications expenditure categories are print advertising and direct mail - 13 Figure 9-5: Elements of the Communication Mix - 14 Integrated Marketing Communications...

Ngày tải lên: 25/10/2013, 02:15

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 13/12/2013, 14:15

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 13/12/2013, 14:58

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 18/12/2013, 14:47

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing...

Ngày tải lên: 20/12/2013, 18:15

Ngày tải lên: 22/12/2013, 03:15

... segmentation – More efficient than mass marketing • Less money is wasted on low probability contacts – More effective than mass marketing • Every aspect of the marketing mix can be customized to appeal ... using: • One-to-one marketing, by means of individualized communications • Mass customization, via personalized products and services 4-7 Discussion Questions Using one-to-one marketing effectively ... are useful when: • People in different segments behave differently toward the product • Different marketing elements (price, etc.) can be used to effectively reach different segments – The segmentation...

Ngày tải lên: 27/01/2014, 02:20

... organization, it is called organizational marketing, industrial marketing, and since the Internet boom of the late 1990s, B-to-B (business-to-business) marketing. ” - Russell S Winer 5-3 Organizational ... Key Learning Points The key differences between consumer and industrial marketing Market segmentation for marketing to organizations Understanding why organizational buyers make decisions ... making differ significantly from an individual’s decision-making process 5-4 Industrial vs Consumer Marketing Key Differences Between Industrial and Consumer Purchasing Behavior – Demand is derived...

Ngày tải lên: 27/01/2014, 02:20

... Service Marketing Strategy Decisions Differentiation Opportunities Key Decisions within the Value Chain Inbound Outbound Logistics Logistics Operational Marketing Advantages and Sales Service - 23 Marketing ... advantages Repositioning can be difficult for high awareness brands - 27 Marketing Strategy Marketing Mix – Implementation of the marketing mix makes the strategy operational – Consistency between ... packaging were changed in some fashion? Explain - 14 Marketing Strategy Core Strategy The Value Proposition Differentiation Product Positioning - 15 Marketing Strategy Core Strategy The Value Proposition...

Ngày tải lên: 27/01/2014, 02:20

... particular marketing problem – Regression is typically used to estimate the mathematical relationships between two controllable marketing variables - 25 The Research Process Global Considerations in Marketing ... estimates of market potential Developing sales forecasts The impact of the Internet on marketing research 3-2 Marketing Research Three Major Functions of Research – Scanning for opportunities and ... Key Learning Points The scope of marketing research activities Where to find secondary sources of information Primary sources of marketing research information Developing estimates...

Ngày tải lên: 27/01/2014, 02:20