principles of marketing by philip kotler ppt chapter 8

... lý thuyết từ tình huống và trả lời câu hỏi trang 276-2 78, eBook [Philip T Kotler, Gary Armstrong, Principles of Marketing, 17th global 20 18 Trang 41 TOM TAT TINH HUONG 1.1 THUC TRANG CAC KHACH ... ĐÔNG 0 TH HH1 n1 1 HH1 1 ng He re re 12 3.1 Câu 8- 1Ñ 22222 H2 22212222212 eeere 12 3.2 Câu 8- 2( 2 2122212211222 1221221212122 reo 14 3.3 Câu 8- 21 2122212 2221222112221 erre 15 4 TÀI LIỆU ... 2211111221212 ru 8 2.3 KINH TẾ CHIA SẺ 22-25 21 21122121112112111211221121122112111211211211222 1221 re 9 2.4 SỰ ĐỎI MỚI, KHÁC BIỆT HÓA 5 S1 1 SE 12 182 11121121 2112 eerrrrree 9 2.5 MARKETING MIX

Ngày tải lên: 12/08/2024, 13:40

... activity, set of institutions, and processes © 2015 by Cengage Learning Inc All Rights Reserved American Marketing Association Definition of Marketing Marketing is the activity, set of institutions, ... reasons for studying marketing © 2015 by Cengage Learning Inc All Rights Reserved What Is Marketing? Define the term marketing © 2015 by Cengage Learning Inc All Rights Reserved Marketing is… A philosophy, ... studying marketing 28 © 2015 by Cengage Learning Inc All Rights Reserved Why Why Study Study Marketing? Marketing? Important to Society Important to Business Good Career Opportunities Marketing

Ngày tải lên: 09/12/2016, 12:20

... the changing marketing environment  Marketing Plan – a written document that acts as a guidebook of marketing activities for the marketing manager 3 ©... 17 Why Write a Marketing Plan? ... All Rights Reserved 18 Exhibit 2.5 Elements of a Marketing Plan... competitive advantage is a set of unique features of a company and its products that are perceived by the target market ... one marketing marketing mix mix Concentrate Concentrate on on one one marketing marketing segment segment Appeal Appeal to to multiple multiple markets markets with with multiple multiple marketing

Ngày tải lên: 09/12/2016, 12:20

... society responsibilityExplain cause-related marketing6 Trang 4Determinants of a Civil SocietyExplain the determinantsof a civil societyTrang 5The Modes of Social ControlThe following factors maintain ... societyTrang 6The Concept of Ethical BehaviorExplain the concept of ethical behaviorTrang 7Ethical BehaviorThe moral principles or values that generally govern the conduct of an individual or a group ... 205Trang 21– Companies must try to educate customers of environmental benefitsTrang 22Cause-Related MarketingExplain cause-related marketingTrang 2 4Chapter 3 VideoZappos, the world’s largest online

Ngày tải lên: 09/12/2016, 12:20

... 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 ... marketer reactions to the state of the economy Identify the impact of technology on a firm Discuss the political and legal environment of marketing Explain the basics of foreign and domestic competition ... people of many different backgrounds  Nearly 60 percent of Hispanics are of Mexican descent  The diversity of the Hispanic population and the language... primary determinant of earning

Ngày tải lên: 09/12/2016, 12:20

... Inc All Rights Reserved 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 ... international marketing opportunities • Using effective global marketing strategies • Being aware of threats from foreign competitors © 2015 Cengage Learning Inc All Rights Reserved Importance of Global Marketing ... Rights Reserved 11 Global Marketing. .. Rights Reserved 27 Global Marketing by the Individual Firm Identify the various ways of entering the global marketplace 28 4 © 2015 Cengage Learning

Ngày tải lên: 09/12/2016, 12:20

... disposeof of product product © 2015 by Cengage Learning Inc All Rights Reserved The Consumer Decision-Making Process Analyze the components of the consumer decisionmaking process © 2015 by Cengage ... High level of interest Lack of confidence 2 © 2015 by Cengage Learning Inc All Rights Reserved 15 Evoked Set 2 © 2015 by Cengage Learning Inc All Rights Reserved 16 Evaluation of Alternatives ... environment • • Nonmarketing-controlled Marketing- controlled 2 © 2015 by Cengage Learning Inc All Rights Reserved... Internal and External Number of Alternatives One Few Many © 2015 by Cengage Learning

Ngày tải lên: 09/12/2016, 12:20

... http://online.wsj.com/article/SB100014240527 487 04476104575439 180 66 584 39 38. html 28 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Discuss the unique aspects of business buying behavior 29 © 2015 by Cengage ... http://online.wsj.com/article/SB100014240527 487 04476104575439 180 66 584 39 38. html 28 © 2015 by Cengage Learning Inc All Rights Reserved Business Buying Behavior Discuss the unique aspects of business buying behavior 29 8 © 2015 by Cengage Learning ... Natureof ofBuying Buying More MoreProfessional Professional Buy Multiple... 2015 by Cengage Learning Inc All Rights Reserved Relationship Marketing and Strategic Alliances Discuss the role of

Ngày tải lên: 09/12/2016, 12:20

... principleholding holdingthat that20 20 percent percentof ofall allcustomers customers generate generate80 80 percent percentof ofthe the demand demand 4 © 2015 by Cengage Learning Inc All Rights Reserved ... segment responds to a marketing Responsiveness mix differently, no separate treatment is needed 3 © 2015 by Cengage... Dividingaamarket marketby bythe the amount amountof ofproduct productbought ... Segmentation Usage-Rate Usage-Rate Segmentation Segmentation 80 /20 80 /20 Principle Principle Dividing Dividingaamarket marketby bythe the amount amountof ofproduct productbought boughtor or consumed... Cengage

Ngày tải lên: 09/12/2016, 12:20

... intensity of distribution of manufacturers’ brands © 2015 by Cengage Learning Inc All Rights Reserved 26 Advantages of Captive Brands • • • • No evidence of store’s affiliation Manufactured by third ... have become obsolete because of new product entries 3 © 2015 by Cengage Learning Inc All Rights Reserved 18 Branding Describe marketing uses of branding 19 © 2015 by Cengage Learning Inc All ... generic © 2015 by Cengage Learning Inc All Rights Reserved 30 Packaging Describe marketing uses of packaging and labeling 31 © 2015 by Cengage Learning Inc All Rights Reserved Functions of Packaging

Ngày tải lên: 09/12/2016, 12:20

... Observability Trialability Trialability © 2015 by Cengage Learning Inc All Rights Reserved 28 Marketing Implications of the Adoption Process Word Word of ofMouth Mouth Communication Communication ... of sales  Entrance of competitors  Market consolidation  Initial healthy profits  Aggressive advertising of the differences... © 2015 by Cengage Learning Inc All Rights Reserved 28 ... 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

Ngày tải lên: 09/12/2016, 12:20

... by Cengage Learning Inc All Rights Reserved 29 Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing ... Unique Aspects of Nonprofit Organization Marketing Strategies • Setting of marketing objectives • Selection of target markets • Development of marketing mixes 7 © 2015 by Cengage Learning ... Describe nonprofit organization marketing 26 7 © 2015 by Cengage Learning Inc All Rights Reserved Nonprofit Organization... PricingDecisions Decisions of ofNonprofit Nonprofit Organizations

Ngày tải lên: 09/12/2016, 12:20

... TO PLAY VIDEO 48 © 2015 by Cengage Learning Inc All Rights Reserved [...]... activities that facilitates the joint development and marketing of new offerings among a group of supply chain ... The goal of most supply management activities is to reduce the costs of raw materials and supplies 4 © 2015 by Cengage Learning Inc All Rights Reserved 28 Inventory Control A method of developing ... and profitability © 2015 by Cengage Learning Inc All Rights Reserved Supply Chain Integration Discuss the concepts of internal and external supply chain integration and explain why each of these

Ngày tải lên: 09/12/2016, 12:21

... Proliferation of thousands of media choices • Fragmentation of the mass market • Slash of advertising spending in favor of promotional techniques that generate immediate response © 2015 by Cengage ... Marketing Mix Discuss the role of promotion in the marketing mix © 2015 by Cengage Learning Inc All Rights Reserved The Role of Promotion Promotional Strategy © 2015 by Cengage Learning Inc All ... exchanged or shared through a common set of symbols © 2015 by Cengage Learning Inc All Rights Reserved Marketing Communication Categories Categories of of Communication Communication Interpersonal

Ngày tải lên: 09/12/2016, 12:21

... 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 Programs Loyalty Loyalty Marketing Marketing ... attributes © 2015 by Cengage Learning Inc All Rights Reserved Major Types of Advertising Identify the major types of advertising © 2015 by Cengage Learning Inc All Rights Reserved Major Types of Advertising ... Lack of demographic selectivity High “noise” level 4 © 2015 by Cengage Learning Inc All Rights Reserved 33 Google’s AdWords (Ads Work!) Google's total revenue in 20 08 was $21 .8 billion and of

Ngày tải lên: 09/12/2016, 12:21

... organization: •Regional •Product Line Marketing Function Performed •Market or Industry •Client or Account – Allows... volume of sales or the profit margin required by sales management 5 © Cengage ... Reserved 28 Sales Goals and the Sales Process • Sales goals provide salespeople with targets and measurements – Usually goals are developed in terms of desired dollar values, market share, or profit ... motivates a salesperson to sell, sometimes it is not enough to produce the volume of sales or the profit margin required by sales management © Cengage Learning 2015 All Rights Reserved 32 Evaluating

Ngày tải lên: 09/12/2016, 12:21

... 201 5 by Cengage Learning Inc All Rights Reserved 27 Pricing during Difficult Economic Times Describe the role of pricing during periods of inflation and recession 28 5 © 201 5 by Cengage ... Cost-Oriented Tactics • A high volume of sales on an item with a low profit margin may still make the item highly profitable • Eliminating a product may reduce economies of scale • Eliminating a product ... make the item highly profitable • Eliminating a product may reduce economies of scale • Eliminating a product may affect the price-quality image of the entire line © 2015 by Cengage Learning Inc

Ngày tải lên: 09/12/2016, 12:21

... http://testbanklive.com/download /principles- of- marketing- 15thedition -kotler- solutions-manual/ principles of marketing 15th edition pdf principles of marketing by philip kotler pdf principles of marketing kotler and ... armstrong kotler and armstrong principles of marketing 16th edition principles of marketing kotler 17th edition principles of marketing kotler 17th edition pdf principles of marketing kotler 14th ... Principles of Marketing 15th Edition Kotler Test Bank Download: http://testbanklive.com/download /principles- of- marketing- 15thedition -kotler- test-bank/ Principles of Marketing 15th Edition Kotler

Ngày tải lên: 22/03/2019, 14:04

... Components of the Marketing Plan I) Executive Summary Is a synopsis (Often just one or two pages) of the entire marketing plan It includes: -An Introduction -An explanation of the major aspects of the ... Components of the Marketing Plan IV) Marketing Objectives A Marketing Objectives states what is to be accomplished through marketing activities For example: A marketing objective of Ritz Carlton ... cannot be copied by the competitors 71 Nguyễn Minh ðức 2009 Components of the Marketing Plan VI) Marketing Implementation This section of the marketing plan outlines how the marketing strategies

Ngày tải lên: 18/01/2020, 19:09