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marketing-management.pdf

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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slide marketing quốc tế

Danh mục: Internet Marketing

... vào tt, tạo ý, mua sắm, sdụng, tdùng, nhằm thoả mãn ncầu hay mong muốn Phân loại: • Sp hữu hình • Sp vơ hình Đặc điểm • Phân loại mang tính chất tương đối • Ko fải sp thoả mãn ncầu khách hàng ... kết thu từ SP, DV với kỳ vọng người II Q trình phát triển M 1) Từ tượng đến khoa học 2) Từ truyền thống đến đại 3) Các quan điểm Marketing a) Quan điểm hồn thiện sản xuất Người tiêu dùng ưa ... hỏi đáp lại hình thức đặc thù phù hợp với trình độ văn hố tính cách cá nhân người Là lựa chọn người sp, dvụ cụ thể để thoả mãn ncầu Đặc điểm: • Đa dạng, phong phú • Phụ thuộc chịu ảnh hưởng mơi...

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Nhập Môn Marketing Management

Danh mục: Internet Marketing

... có điều kiện chọn lựa khách hàng, chất hoạt động kinh doanh thể tổng quát hình ảnh Hình 1.1 Noel Capon & James M Hulbert Biên Dịch: Hiếu Hạnh Hiệu Đính: Xinh Xinh Chương trình Giảng dạy Kinh tế ... tài sản khách hàng doanh nghiệp phải liên tục đấu tranh để nhắm vào, thu hút gìn giữ (tạo tái tạo) khách hàng phù hợp Do vậy, doanh nghiệp phải cố gắng bảo đảm đối thủ cạnh tranh có khách hàng ... phối hàng hóa dịch vụ Từ quan điểm này, khách hàng điều kiện cần để làm lợi nhuận, “tài sản” xác định quan trọng Ý nghĩa tối quan trọng lập luận việc tạo gìn giữ khách hàng không điều kiện cần...

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Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons

Danh mục: Tiếp thị - Bán hàng

... feedback and, most important, put up with us during the long nights and weekends we committed to getting this book completed amid our already hectic work schedules And, of course, a very special thanks ... Each chapter includes at least one case study of the theories introduced The companies outlined herein represent all sorts of industries, large and small, new and old And they’re not all positive ... How I get products to market faster? How I beat a competitor that’s 10 times my size? How I close deals faster? How I reposition my brands against my competition? How I develop new products that...

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Marketing management, millenium edition

Danh mục: Quản trị kinh doanh

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Marketing ebook - Marketing Management for 21 century

Danh mục: Kỹ năng bán hàng

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Marketing management 14th edition

Danh mục: Tiếp thị - Bán hàng

... Luxury Brands 334 The Product Hierarchy 336 Product Systems and Mixes 336 Product Line Analysis 337 Product Line Length 337 MARKETING INSIGHT When Less Is More 339 Product Mix Pricing 342 Co-Branding ... 20 Introducing New Market Offerings 566 New-Product Options 567 Make or Buy 567 Types of New Products 568 Challenges in New-Product Development 568 The Innovation Imperative 568 New-Product Success ... and Product Offerings 320 Summary 320 Applications 321 PART Shaping the Market Offerings 324 CHAPTER 12 Setting Product Strategy 324 Product Characteristics and Classifications 325 Product Levels:...

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Giáo trình: Marketing Management_ Chapter 06

Danh mục: Cao đẳng - Đại học

... from the customer’s perspective • Product form competition: narrowest form, includes products of the same product type • Product class/category competition: products with similar features that provide ... based on customer attitudes and behaviors – The Product-Industry Hierarchy identifies four levels of competition 6-6 Figure 6-1: Product-Industry Hierarchy 6-7 Market Structure Analysis Defining ... percentage change in product A’s sales due to the percentage change in product B’s sales is termed cross-elasticity • Positive cross-elasticities indicate that the two products are competitors...

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Giáo trình: Marketing Management_ Chapter 9

Danh mục: Cao đẳng - Đại học

... product’s attributes • Change consumer perceptions of competitor’s product’s attributes • Increase or decrease the importance or weight assigned to product attributes by consumers - 28 Product ... Developing the Message Strategy – Product-attribute-focused advertising is used for brands in which real, physical differences exist between products – Product-attribute-focused advertising tries ... business-to-business communication venue Events and sponsorships Product placement in movies and TV shows Product demonstrations - 21 Product & Service IMC Absolut also practices via its web site and...

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Tài liệu Marketing Management pptx

Danh mục: Tiếp thị - Bán hàng

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Marketing Management, Millenium Edition

Danh mục: Chuyên ngành kinh tế

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Marketing management

Danh mục: Chuyên ngành kinh tế

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Tài liệu Marketing Management Millenium Edition doc

Danh mục: Tiếp thị - Bán hàng

... These include: ➤ Industry scope: The industry or range of industries in which a company will operate For example, DuPont operates in the industrial market; Dow operates in the industrial and consumer ... organizations conduct marketing activities: production concept, product concept, selling concept, marketing concept, and societal marketing concept The Production Concept The production concept, ... function A product manager supervises product category managers, who in turn supervise speciﬁc product and brand managers A product-management organization makes sense if the ﬁrm’s products are quite...

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Tài liệu Marketing Management - Market Segmentation ppt

Danh mục: Quản trị kinh doanh

...

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Tài liệu Giáo trình: Marketing Management_ Chapter 04 ppt

Danh mục: Cao đẳng - Đại học

... perception that individuals are treated as a unique group using: • One-to-one marketing, by means of individualized communications • Mass customization, via personalized products and services 4-7 ... consideration set – products from which the customer will choose • Inert set – products the customer has no intention of buying or no information about • Purchase set – products the customer has ... Behavior – Consumers form expectations about the product prior to usage • Marketing communications influence expectations – Consumers evaluate product during and after consumption – Future purchases...

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Tài liệu Giáo trình: Marketing Management_ Chapter 05 docx

Danh mục: Cao đẳng - Đại học

... an individual’s decision-making process 5-4 Industrial vs Consumer Marketing Key Differences Between Industrial and Consumer Purchasing Behavior – Demand is derived – Industrial products are ... such purchases are made 5-2 Product & Service Decisions “When a firm markets a product or service to another organization, it is called organizational marketing, industrial marketing, and since ... 23 Product & Service Decisions National Semiconductor’s website appeals to the specific needs of different buying center members The parametric table feature allows customers to sort products...

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Tài liệu Giáo trình: Marketing Management_ Chapter 02 doc

Danh mục: Cao đẳng - Đại học

... Segment-Focused Strategy - 30 Figure 2-8: The Product Life Cycle - 31 Product Life Cycle Marketing Strategies Conceptual tool best applied to product categories rather than specific brands Strategy ... stage of the PLC Not all product categories follow the standard PLC curve – See Figure 2.9 - 32 Figure 2-9: The Product Life Cycle: Videocassette Recorders - 33 Product Life Cycle Marketing Strategies ... Introduction Growth Maturity Decline Market size and growth rate are low Selling & advertising: focuses on the generic product Pricing: penetration or skimming Distribution: limited as product...

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Tài liệu Giáo trình: Marketing Management_ Chapter 03 pptx

Danh mục: Cao đẳng - Đại học

... Sales Forecasting Market potential can be used to: – – – Allocate resources over a product line Help set product objectives Develop sales territories, set quotas, and assign salespeople to territories ... buyers or users of the products – Determine the number of customers in each group of buyers as identified in step – Estimate the potential purchasing / usage rate - 28 Product & Service Market Potential ... competitive actions, consumer trends, and economic factors that affect product sales Sales forecasts are essential for production planning & inventory control Scenario planning forecasts alternative...

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Đo lường hình ảnh điểm đến đà Lạt đối với du khách Việt Nam

Danh mục: Kinh tế

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Giải thích những kết quả xử lý thống kê trong việc kiểm định các giả thuyết nghiên cứu hoặc trong việc giải thích các câu hỏi nghiên cứu.doc

Danh mục: Quản trị kinh doanh

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