Có 40+ tài liệu thuộc chủ đề "bài giảng nguyên lý marketing"
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Forces that Shape Opportunities and Pose Threats. Today’s Topics. Analyzing Marketing opportunities and developing strategies-MIS. Analyzing marketing opportunities. opportunities and threats. Market Information System. Marketing Information System (MIS). marketing decision makers.. The Marketing. Information System. Internal records. Marketing environment. Marketing Information System. Marketing intelligence. Marketing research Marketing. Determine decision makers’ information needs. Assessing the Marketing Information Needs. Developing the Marketing...
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The Marketing. Marketing research Marketing. Assessing the Marketing Information Needs. Developing the Marketing Information. Marketing Research. Marketing research is the planning, collection,. and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.. Marketing Research is part of the. Marketing Research is the Primary. The Role of Marketing Research in Decision...
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Because they study consumer behavior (CB). Consumer Behavior about?. Consumer Behavior. Consumer behavior. Consumer Behavior Defined. Consumer Behavior Deals With. Buyer’s Black Box. Buyer’s Response. affecting consumer behavior. Buyer’s decision process. Model of Consumer Behavior. Buyer’s decisions Product choice. Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses.. Marketers must figure out what is inside...
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Buyer’s Black Box. Buyer’s Response. Buyer’s decision process. consumer behavior Buyer’s decision
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Consumer Buying Behavior (cont..). Marketing and Other Stimuli. Buyer’s Black Box. Buyer’s Response Product. Economic Technological Political. affecting consumer behavior. Buyer’s decision process. Product choice Brand choice Dealer choice. Purchase timing Purchase quantity. Characteristics Affecting Consumer Behavior. Today’s Topics. Personal Age and life-cycle Occupation. Economic situation. Lifestyle Personality self-concept and. Learning Beliefs and. Age and life cycle stage. Personality and...
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Consumer Buying Behavior. Marketing and Other Stimuli. Buyer’s Black Box. Buyer’s Response Product. Price Place. Economic Technological Political. affecting consumer behavior. Buyer’s decision process. Characteristics Affecting Consumer Behavior. Buyer Decision Process. BUY / DON’T BUY. Today’s Topics. Business Markets and Buying Behavior. What is a Business Market?. The Business Market - all the organizations that buy goods and services to...
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Business Markets and Buying Behavior. Model of Business Buyer Behavior. Business Buying Situations. Major Influences on Business Buying. •Age •Income. Business Buyer Interpersonal. Today’s Topics. Market Segmentation. Market Segmentation Approach. The needs and preferences of the global market are viewed as heterogeneous varying from one group to another.. The needs and preferences of the entire, global market are regarded as...
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Market Segmentation. Major Steps in Target Marketing. Target Marketing. Market Segmentation (cont..). Segmentation plans developed through a 3-stage process – survey. Bases for Segmenting Business Markets. Operating Variables. Purchasing Approaches. Situational Factors. Personal Characteristics. Industry, company size, location Operating variables. Technology, usage status, customer capabilities Purchasing approaches. Situational factors. Urgency, specific application, size of order Personal characteristics. Bases for Segmenting...
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Size, purchasing power, profiles of segments can be measured.. Segments must be effectively reached and served.. Segments must be large or profitable enough to serve.. Segments must respond. differently to different marketing mix elements &. Must be able to attract and serve the segments.. Today’s Topics Marketing Mix. Marketing is the involved process of determining the 4 P’s of the...
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Brand Name. or Service. Actual Product. Core Product Augmented. Today ’ s Topics. Actual Product Core Product. Product Attributes Branding. Product Support Services. Developing a Product or Service Involves Defining the Benefits that it Will Offer. Product Attributes. Ability of a Product to Perform Its Functions. Includes Level &. Help to Differentiate the Product from Those of the Competition. Process...
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New Product Development. Major Stages in New-Product Development. Product Development. New-Product Development Management. New Product Development (cont
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Product Development. New Product Development. Product Life Cycle (PLC). Sales and Profits Over the Product’s Life From. Product Life-Cycle (PLC). Product Life-Cycle Strategies. the Product’s Life From. Product development. High cost per customer acquired. High cost per customer Negative. Average cost per customer. Rapidly rising sales Average cost per customer. Low cost per customer. Low cost per customer High profits....
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Sales and Profits Over the Product’s Life From Inception to Demise. Customer value = customer benefits – customer costs –Customer benefits. –Search costs (time and effort) to locate the product –Risks associated with the exchange. A bar code on a product’s package that provides information read by optical scanners.. Sales and Profits Over the Product’s Life From
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Today’s Topics. The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.. Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.. Price is the only element in...
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Cost-based Pricing. Value-based Pricing. Competition-based Pricing. Cost-based pricing. Value-Based Pricing. Cost-Based Pricing Value-Based Pricing. Competition-based pricing
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Cost-based Pricing. Value-based Pricing. Competition-based Pricing. New Product Pricing Strategies. Product Mix Pricing Strategies. Optional-Product Pricing. Captive-Product Pricing. By-Product Pricing. Product-Bundle Pricing Product. Mix Pricing Strategies. Today’s Topics. Important part of product positioning. Premium Strategy. Good-Value Strategy. Geographical Pricing. Cash Discount Seasonal Discount Quantity Discount Trade-In Allowance Functional Discount Promotional Allowance. Adjusting Basic Price to Reward Customers For Certain Responses....
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Initiating and Responding to Price Changes. Reactions To Price. to Price Changes. Price Changes. Faces falling market share due to price competition – Desires to be a market share leader. Buyer reactions to price changes must be considered.. Competitors are more likely to react to price changes under certain conditions.. Responding to price changes. Respond To Price Changes Only If…....
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Channel….Marketing Channel. electronic marketing channels. Industrial Marketing Channels. Managing Marketing Channels
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Principles of Marketing. 20 Contacts Manufacturer. Manufacturer Manufacturer Manufacturer Manufacturer. Customer Customer. 9 Contacts Manufacturer. Customer Customer Customer Customer. Broker Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer. Producer Retailer Consumer. Marketing Channels for Consumer Goods. Broker Wholesaler Business. Marketing Channels for Business Goods. Today’s Topics. Push Versus Pull Strategy. Producer Interme- End users diaries. activities Demand. Push Strategy Demand. End...
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End users End users. activities Demand. Marketing activities Demand. Functions of Logistics Systems. When to order How much to order. Just-in-time. Today’s Topics. Retailing and Wholesaling. Retailing is the process by which goods and services are sold to consumers for their personal use.. Retailers provide many benefits such as:. providing an assortment of merchandise under one roof, allowing access to...