principles of marketing an asian perspective

... contents of a marketing plan Answer: The contents of a marketing plan include (1) an executive summary and table of contents; (2) a situation analysis; (3) marketing strategy; (4) financial projections; ... Marketing Management – An Asian Perspective, 6th Edition Chapter Developing Marketing Strategies and Plans 1) The task of any business is to A) create customer ... strategic marketing plan lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities The tactical marketing plan specifies the marketing

Ngày tải lên: 16/11/2017, 15:17

... aggressively? Marketing Marketing What Whatdo docustomers customers want wantand andneed? need? Societal Societal What Whatdo docustomers customerswant/need, want/need,and and how howcan canwe webenefit ... Reserved American Marketing Association Definition of Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that ... Rights Reserved Marketing is… A philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction An organizational activity, set of institutions, and processes

Ngày tải lên: 09/12/2016, 12:20

... Write a Marketing Plan? The creation and implementation of a complete marketing plan will allow the organization to achieve marketing objectives and succeed However, the marketing plan is ... relating to marketing objectives and the changing marketing environment  Marketing Plan – a written document that acts as a guidebook of marketing activities for the marketing manager ... Nature of Strategic Planning Understand the importance of strategic marketing and know a basic outline for a marketing plan © 2015 Cengage Learning Inc All Rights Reserved Strategic Planning

Ngày tải lên: 09/12/2016, 12:20

... responsibility432Trang 3Describe the arguments for and against society responsibilityExplain cause-related marketing6 Trang 4Determinants of a Civil SocietyExplain the determinantsof a civil societyTrang 5The ... environmental initiatives5Trang 205Trang 21– Companies must try to educate customers of environmental benefitsTrang 22Cause-Related MarketingExplain cause-related marketingTrang 24Chapter 3 VideoZappos, ... Modes of Social ControlThe following factors maintain order and keep people and organizations from running amuck:•Formal and informal groups•Self-regulation•The media? ?An active civil societyTrang

Ngày tải lên: 09/12/2016, 12:20

... The term Hispanic encompasses people of many different backgrounds  Nearly 60 percent of Hispanics are of Mexican descent  The diversity of the Hispanic population and the language... ... Marketing to Asian Americans 4 • The Asian American population is the fastest growing among minority groups • It quadrupled to about 17 million between 1980 and 2012 • Although Asian Americans embrace ... the social factors that affect marketing Explain the importance to marketing managers of current demographic trends Explain the importance to marketing managers of growing ethnic markets © 2015

Ngày tải lên: 09/12/2016, 12:20

... Rewards of Global Marketing Discuss the importance of global marketing © 2015 Cengage Learning Inc All Rights Reserved Rewards of Global Marketing Having a global vision means… • Recognizing and ... foreign subsidiaries subsidiaries to to handle handle sales sales 33 44 Operate Operate an an entire entire line line of of business business in in another another country country Virtual Virtual ... company that manages a global network of Broadway style theatres In this video clip, top management discusses how the Nederlander Organization grew from a small mid-west theatre management company

Ngày tải lên: 09/12/2016, 12:20

... 16 Evaluation of Alternatives and Purchase Evoked Set Analyze Analyze product product attributes attributes Use Use cutoff cutoff... goods  Evaluation of a few alternative brands  Short to ... Reserved 55 Marketing Implications of Perception         Important attributes Price Brand names Quality and reliability Threshold level of perception Product or repositioning changes Foreign ... Reserved The Importance of Understanding Consumer Behavior Explain why marketing managers should understand consumer behavior © 2015 by Cengage Learning Inc All Rights Reserved Understanding Consumer

Ngày tải lên: 09/12/2016, 12:20

... Business Marketing? Describe business marketing © 2015 by Cengage Learning Inc All Rights Reserved What Is Business Marketing? The marketing of goods and services to individuals and organizations ... Inc All Rights Reserved Relationship Marketing and Strategic Alliances Discuss the role of relationship marketing and strategic alliances in business marketing 12 3 © 2015 by Cengage Learning ... about making organizational culture work for employees and the company The program, Insights, offers companies assistance in building strong cultures around core values in a variety of ways, starting

Ngày tải lên: 09/12/2016, 12:20

... needsor or wants wantsand andthe theability abilityand andwillingness willingnessto to buy buy Market Market Segment Segment AAsubgroup subgroupof ofpeople peopleor ororganizations organizations ... cleaning, color protection Bold Detergent plus fabric softener Gain Sunshine scent and odor-removing formula Era Stan treatment and stain removal Dash Value brand Solo Detergent and fabric softener ... The Importance of Market Segmentation  Markets have a variety of product needs and preferences  Marketers can better define customer needs  Decision makers can define objectives and allocate

Ngày tải lên: 09/12/2016, 12:20

... Rights Reserved 28 Co-branding Ingredient Ingredient Branding Branding Types of Cobranding Cooperative Cooperative Branding Branding Complementary Complementary Branding Branding © 2015 by Cengage ... Wholesalers and retailers have no control over the intensity of distribution of manufacturers’... that can be spoken, including letters, words, and numbers Brand Mark The elements of a brand that ... Brand Mark The elements of a brand that cannot be spoken Brand Equity The value of company and brand names Global Brand A brand where at least a third of the earnings come from outside its

Ngày tải lên: 09/12/2016, 12:20

... concept of product life cycles © 2015 by Cengage Learning Inc All Rights Reserved The Importance of New Products Explain the importance of developing new products and describe the six categories of ... Growth Stage  Increasing rate of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences between brands  Wider distribution © ... Costs of Test Marketing • Often takes one year or more • Can cost over $1 million • Exposes new product to competitors...Approaches for New Product Development The Theprocess processof ofgetting

Ngày tải lên: 09/12/2016, 12:20

... nonprofit organization marketing 26 7 © 2015 by Cengage Learning Inc All Rights Reserved Nonprofit Organization... PricingDecisions Decisions of ofNonprofit Nonprofit Organizations Organizations ... Decisions of ofNonprofit Nonprofit Organizations Organizations Nonfinancial Nonfinancial prices prices Indirect Indirect payment payment Separation Separation between between payers payers and and ... Rights Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes © 2015 by Cengage

Ngày tải lên: 09/12/2016, 12:20

... chain management Discuss the concepts of internal and external supply chain integration and explain why each of these types of integration is important Identify the eight key processes of excellent ... Warehousing and Materials Handling MaterialsHandling System a method of moving inventory into, within, and out of the warehouse Most manufacturers today have moved to automated materials-handling ... Supply Chain Management Sustainable supply chain management involves the integration and balancing of environmental, social, and economic thinking into all phases of the supply chain management process

Ngày tải lên: 09/12/2016, 12:21

... Reserved 41 IMC Popularity Growth • Proliferation of thousands of media choices • Fragmentation of the mass market • Slash of advertising spending in favor of promotional techniques that generate immediate ... Build company image 3 © 2015 by Cengage Learning Inc All Rights Reserved 17 Goals and Tasks of Promotion Persuasive Promotion  Encourage brand switching  Change customers’ perceptions of product ... Rights Reserved 13 The Goals of Promotion Explain the goals and tasks of promotion 3 14 © 2015 by Cengage Learning Inc All Rights Reserved Goals and Tasks of Promotion Informing Informing

Ngày tải lên: 09/12/2016, 12:21

... in exchange exchange for for some some proof proof of of purchase purchase of of the the promoted promoted product product © 2015 by Cengage Learning Inc All Rights Reserved 52 Loyalty Marketing ... Couponsand andRebates Rebates Premiums Premiums Loyalty LoyaltyMarketing MarketingPrograms Programs Contests Contestsand andSweepstakes Sweepstakes Sampling Sampling Point -of- Purchase Point -of- PurchasePromotion ... stage Competitive Competitive Influences Influencesdemand demandfor forbrand brandin in the thegrowth growthphase phaseof ofthe thePLC PLC Often Oftenuses usesemotional emotionalappeal appeal Comparative

Ngày tải lên: 09/12/2016, 12:21

... Reserved 19 Approaching the Customer and Probing Needs A needs assessment is a determination of the customer’s specific needs and wants and the range of options a customer has for satisfying ... Compensation planning is one of the sales manager’s toughest jobs Only good planning will ensure that compensation attracts, motivates, and retains good salespeople • Although the compensation plan motivates ... Evaluating the Sales Force • Performance evaluations allow managers to review the strengths and weaknesses of the sales force • This information can then tell a manager what sales skills might need

Ngày tải lên: 09/12/2016, 12:21

... arenot notassociated associated with the marketing efforts of any with the marketing efforts of anyparticular particular company or brand company... consumer behavior on social media 19 ... sponsoredby byaacompany companyor or one oneof ofits itsbrands brandsand andmaintained maintainedby byone oneor or more moreof ofthe thecompany’s company’semployees employees NonNoncorporate corporate ... television brands such as Food Network, HGTV, and Cooking Channel CLICK TO PLAY 44 © Cengage Learning 2015 All Rights Reserved [...]... aresponsored sponsoredby byaacompany companyor or one oneof ofits

Ngày tải lên: 09/12/2016, 12:21

... Process Establish Establish pricing pricing goals goals Estimate Estimate demand, demand, costs, costs, and and profits profits Choose Choose aa price price strategy strategy Fine-tune Fine-tune ... demand Strategies Strategies to to Make Make Demand Demand More More Inelastic Inelastic Create Create unique unique offerings offerings Change Change the the package package design design Heighten ... Tactic All goods offered at the same price Flexible Pricing Different customers... Demand More More Inelastic Inelastic Create Create unique unique offerings offerings Change Change the the package

Ngày tải lên: 09/12/2016, 12:21