Principles of Marketing

Nov 03, 2012

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Learning Objectives. After studying this chapter, you should be able to:Answer the question What is price?" and discuss the importance of pricing in today's fast-changing environmentDiscuss the importance of understanding customer value perceptions when setting pricesDiscuss the importance of co

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Principles of Marketing

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Principles of Marketing

1. Principles of Marketing. Marketing: Managing Profitable Customer Relationships. Learning Objectives. After studying this chapter, you should be able to: Define marketing and outline the steps in the marketing process

1.14k views • 43 slides

Principles of Marketing

Learning Objectives. After studying this chapter, you should be able to:Define marketing and outline the steps in the marketing processExplain the importance of understanding customers and the marketplace, and identify the five core marketplace conceptsIdentify the key elements of a customer-driv

895 views • 43 slides

Principles of Marketing

Learning Objectives. After studying this chapter, you should be able to:Explain the importance of information to the company and its understanding of the marketplaceDefine the marketing information system and discuss its partsOutline the steps in the marketing research processExplain how compani

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Principles of Marketing

9. Principles of Marketing. New-Product Development and Product Life-Cycle Strategies. New-Product Development Strategy. A firm can obtain new products through: Acquisition New-product development. 9-4. New-Product Development Strategy.

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Principles of Marketing

7. Principles of Marketing. Customer-Driven Marketing Strategy: Creating Value for Target Customers. Learning Objectives. After studying this chapter, you should be able to: Define the three steps of target marketing: market segmentation, target marketing, and market positioning

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Principles of Marketing

Learning Objectives. After studying this chapter, you should be able to:Define product and the major classifications of products and servicesDescribe the decisions companies make regarding their individual products and services, product lines, and product mixesDiscuss branding strategythe decis

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Principles of Marketing

14. Principles of Marketing. Communicating Customer Value: Integrated Marketing Communications Strategy. The Promotion Mix.

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Principles of Marketing

12. Principles of Marketing. Marketing Channels and Supply Chain Management. Learning Objectives. After studying this chapter, you should be able to: Explain how companies use marketing channels and discuss the functions these channels perform

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Principles of Marketing

Principles of Marketing. Lecture-33. Summary of Lecture-32. Promotion and Its Goals. Informs. Builds Relationships. Reminds. Persuades. The Marketing Communications Mix. Advertising. Personal Selling. Any Paid Form of Non-personal Presentation by an Identified Sponsor.

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Principles of Marketing

17. Principles of Marketing. Direct and Online Marketing: Building Direct Customer Relationships. Learning Objectives. After studying this chapter, you should be able to: Define direct marketing and discuss its benefits to customers and companies

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Principles of Marketing

Principles of Marketing. CONSUMER BEHAVIOR. MODEL OF BUYER BEHAVIOR. STIMULI Marketing Other Product Economic Price Technological Place Political Promotion Cultural. Buyer Behavior. BUYER RESPONSES Product Choice Brand Choice Dealer Choice Purchase Timing

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Principles of Marketing

Principles of Marketing. Lecture-34. Summary of Lecture-33. Advertising. The Five M’s of Advertising. Message Message generation Message evaluation and selection Message execution Social-responsibility review. Money Factors to consider: Stage in PLC Market share and con-

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Principles of Marketing

Principles of Marketing. Fifth Canadian Edition Philip Kotler, Gary Armstrong, Peggy H. Cunningham. What is Marketing?. Kotler et al:

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Principles of Marketing

3. Principles of Marketing. The Marketing Environment. Learning Objectives. After studying this chapter, you should be able to: Describe the environmental forces that affect the company’s ability to serve its customers

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Principles of Marketing

Principles of Marketing. The Marketing Environment. 3. Chapter Outline. The Company’s Microenvironment The Company’s Macroenvironemnt Responding to the Marketing Environment. 3-3. The Marketing Environment.

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Principles of Marketing

Principles of Marketing. Lecture-24. Summary of Lecture-23. Product. Today’s Topics. What is Price?. Rent Fee Rate Commission. Tuition Fare Toll Premium. Price Has Many Names. Bribe Salary Wage Interest Tax. Definition. Price

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Principles of Marketing

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Principles of Marketing

12. Principles of Marketing. Marketing Channels and Supply Chain Management. Supply Chains and the Value Delivery Network. Supply Chain Partners

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Principles of Marketing

Principles of Marketing. The Course Objectives. LEARN PRACTICAL MARKETING KNOWLEDGE AND PRACTICES Module 1 (Day 1) Marketing Definition STP, Principle of Real World Mktg. Module 2 (Day 2 & 3) Marketing Tools From Online Marketing to Direct Marketing Module 3 (Day 4)

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Principles of Marketing

7. Principles of Marketing. Segmentation, Targeting and Positioning. Market Segmentation. 7-5. Market Segmentation. 3,000+ beverages. 7-5. Market Segmentation.

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Principles of Marketing

2. Principles of Marketing. Company and Marketing Strategy: Partnering to Build Customer Relationships. Companywide Strategic Planning.

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Principles of Marketing

6. Principles of Marketing. Business Markets and Business Buyer Behavior. Business Markets. Business buying process is the process where business buyers determine which products and services are needed to purchase and then find, evaluate, and choose among alternative brands. 6-4.

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