Có 40+ tài liệu thuộc chủ đề "Principles of marketing"
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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...
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Place….Distribution. Channel….Marketing Channel. Manufacturer Manufacturer Manufacturer Manufacturer. Customer Customer. Customer Customer Customer Customer. How Channel Members Add Value?. Channel members add value by bridging the major time, place and possession gaps that separate goods and services from those who. Distribution Channel Functions. Broker Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer. Producer Retailer Consumer. Marketing Channels for Consumer Goods. Broker Wholesaler...
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Marketing Communications. Sales Promotion. Sales promotion. Sales promotion – Personal selling – Publicity. Personal selling – Sales promotion – Advertising
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Any Paid Form of Non-. personal Presentation by an Identified Sponsor.. Personal Presentations by a Firm’s Sales Force.. Today’s Topics. Any paid form of non-personal presentation by an identified sponsor.. Any form of non-personal communication paid for by sponsor using mass media to persuade/inform an audience. Public Service Advertising – Non-profit org.. 1) Define your target market. Sales goals Adver-...
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Sales Promotion Media Scheduling. Sales Promotion. Sales Promotion is a Mass Communication Technique That Offers Short-Term Incentives to Encourage. Sales Promotion Objectives. In general, sales promotion should focus on consumer relationship building.. Reasons for Increase in Sales Promotion. Major Consumer Sales Promotion Tools. Consumer Sales Promotion Techniques. Major Trade Sales Promotion Tools. Trade Sales Promotion Techniques. Developing the Sales Promotion...
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Personal Selling Today’s Topics. Personal selling. Personal selling is the personal communication of information to persuade somebody to buy. Personal selling is the personal communication of information to persuade somebody to buy something.. Personal Selling occurs when a company representative comes in direct contact with a customer in order to inform a client about a good or service to get...
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Sales Force Management The Role of the Sales Force. The Sales Force serves as a critical link between a company and its customers since they:. Managing the Sales force. Designing Sales force Strategy and Structure Recruiting and Selecting Salespeople. Designing sales force strategy and structure. Types of Sales Force Structure. Territorial Sales force structure. Product Sales force structure. Customer Sales...
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Direct Marketing. Number of orders obtained. Number of orders canceled by customers – Sales volume. Number of new accounts – Number of lost accounts. Percentage of accounts sold – Number of overdue accounts. Number of sales presentations. As percentage of sales volume – As percentage of sales quota – Direct-selling expense ratios – Indirect-selling expense ratios. Number of service calls...
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Direct Marketing. Advantages of Direct Marketing. Direct Marketing Growth. Forms of Direct Marketing. Integrated Direct Marketing. Public Relations. Major Public Relations Tools. Major Public Relations Decisions. Integrated Direct Marketing Summary
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Integrated Direct Marketing Public Relations. Sales Promotion. Personal Presentations by a Firm’s Sales Force.. Sales promotion. Direct Marketing. Direct Marketing Growth. Integrated Direct Marketing