Có 20+ tài liệu thuộc chủ đề "hướng dẫn marketing"
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Một số giải pháp Marketing cho sản phẩm trà LEROS thâm nhập vào thị. ĐÁNH GIÁ CÁC CƠ HỘI KINH DOANH CỦA SẢN PHẨM TRÀ TĂNG CƯỜNG SỮA LEROS KHI THÂM NHẬP VÀO THỊ TRƯỜNG VIỆT NAM ....14. Giới thiệu chung về Công ty LEROS và sản phẩm trà tăng cường sữa LEROS. Về sản phẩm. Đánh giá các cơ...
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Philip Kotler is one of the world's leading authorities on marketing. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article published in the Journal of Marketing.. Professor Kotler was the first recipient of the American Marketing Association's (AMA) Distinguished Marketing Educator Award (1985). He was chosen as the Leader in Marketing...
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How is strategic planning carried out at different levels of the organization?. A key ingredient of the marketing management process is insightful, creative marketing strategies and plans that can guide marketing activities. store and you can see a version of the same style for $25. is the H&M mission as expressed on the company's Web site. This chapter begins by...
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What are the key methods for tracking and identifying opportunities in the macroenvironment?. The sales slump in the apparel sector has been attributed in part to a failure to properly design and size clothing to reflect a wider variety of American shapes, sizes, and cul- tures. More than any other group in the company, they must be the trend track-...
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It is the job of the marketing researcher to produce insight into the customer's attitudes and buying behavior. it was one of the first companies to install phone handsets. is taking too narrow a view of the problem. Some research is exploratory—its goal is to shed light on the real nature of the problem and to suggest possible solutions or...
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Managers who believe the customer is the company's only true "profit center". Consumer trust is the key element of that success, which enabled the company to grow and support commerce between millions of anonymous buyers and sellers. To establish trust, eBay tracks and publishes the reputations of both buyers and sellers on the basis of feedback from each transaction, and...
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Who participates in the business- to-business buying process?. There are over 13 million buying organizations in the United States alone. 2 In this chapter, we will highlight some of the cru- cial differences for marketing in business markets.. The business market consists of all the organizations that acquire goods and services used in the production of other products or services...
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he magnitude and wealth of older consumers, for example, should be important to many different marketers.^ The population of mature consumers, those 50 and older, will swell to 115 million in the next 25 years. "They want to put swing music in the ackground of an ad targeted at 50-year-olds. We have to say, 'No, let's try ting'.". In mass...
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In perhaps the ultimate sign of success, the brand is now often used as a verb—"to google". ic poll of the brand that had made the most impact in their lives, Google was named "Brand of the Year". These differences may be functional, rational, or tangible—related to product performance of the brand. 5 The brand name can be protected through...
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How can a firm choose and communicate an effective positioning in the market?. What marketing strategies are appropriate at each stage of the product life cycle?. As part of the strategic brand manage- ment process, each company and offering must represent a distinc- tive big idea in the mind of the target market.. PBS's loyal audience is aging—the average age...
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Levi's competition: Some of the many brands and styles of jeans.. It is even more unattractive if it is stable or declining, if plant capacity additions are done in large increments, if fixed costs are high, if exit barriers are high, or if competitors have high stakes in staying in the segment.. Source: Reprinted with the permission of the Free...
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Product is a key element in the market offering. One-hundred-fifty years o l d , t h e family-run company retains many of the same manufacturing processes from its humble origins in New York City. Despite the fact that it can produce only a few thousand pianos a year and has only 2 percent of all keyboard unit sales in...
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How can service quality be improved?. Perhaps the most dramatic example of how the growth of services has changed the face of business is what has happened to one of the world's most successful companies, IBM.. "The aim is to create a very deep connection between IBM and its customers...,". A good part of the business sector, with its airlines,...
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Price is the one element of the marketing mix that produces rev- enue. A print ad for the Whirlpool Duet, a premium-priced washer-dryer combo that retails for nearly four times the price of comparative models.. arly four times the price of comparative models. 432 PART 5 SHAPING THE MARKET OFFERINGS. Holistic marketers must take into account many factors in making...
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In the United States, channel members collectively earn margins that account for 30 to 50 percent of the ultimate selling price. In contrast, advertising typically accounts for less than 5 to 7 percent of the final price. One of the chief roles of marketing channels is to convert potential buyers into profitable orders. In one part of the country, it...
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In the previous chapter, we examined marketing intermediaries from the viewpoint of manufacturers who wanted t o build and manage marketing channels. hypermarket (huge stores that combine supermarket, discount, and warehouse retailing), such as Carrefour in France, Pyrca in Spain, and Meijer's in the Netherlands.. Bloomingdale's Wal-Mart. Wal-Mart-Stores that feature a broad line and low value added. Of these, electronic...