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16 trang | Chia sẻ: baothanh01 | Ngày: 13/10/2018 | Lượt xem: 769 | Lượt tải: 0

LO 19-1 Describe the value added of personal selling. LO 19-2 Define the steps in the personal selling process. LO 19-3 Describe the key functions involved in managing a sales force. LO 19-4 Describe the ethical and legal issues in personal selling.

34 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 1016 | Lượt tải: 0

LO 18-1 Describe the steps in designing and executing an advertising campaign. LO 18-2 Identify three objectives of advertising. LO 18-3 Describe the different ways that advertisers appeal to consumers. LO 18-4 Identify the various types of media. LO 18-5 Identify agencies that regulate advertising. LO 18-6 Describe the elements of a public re...

37 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 831 | Lượt tải: 0

LO 17-1 Identify the components of the communication process. LO 17-2 Explain the four steps in the AIDA model. LO 17-3 Describe the various integrative communication channels. LO 17-4 Explain the methods used to allocate the integrated marketing communications (IMC) budget. LO 17-5 Identify marketing metrics used to measure IMC success.

38 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 923 | Lượt tải: 0

LO 16-1 Discuss the four factors manufacturers should consider as they develop their strategy for working with retailers. LO 16-2 Outline the considerations associated with choosing retail partners. LO 16-3 List the three levels of distribution intensity. LO 16-4 Describe the various types of retailers. LO 16-5 Describe the components of a reta...

37 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 741 | Lượt tải: 0

LO 15-1 Understand the importance of marketing channels and supply chain management. LO 15-2 Understand the difference between direct and indirect marketing channels. LO 15-3 Describe how marketing channels are managed. LO 15-4 Describe the flow of information and merchandise in the marketing channel.

33 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 780 | Lượt tải: 0

LO 14-1 List the four pricing orientations. LO 14-2 Explain the relationship between price and quantity sold. LO 14-3 Explain price elasticity. LO 14-4 Describe how to calculate a product’s break-even point. LO 14-5 Indicate the four types of price competitive levels. LO 14-6 Describe the difference between an everyday low price strategy (EDLP...

39 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 923 | Lượt tải: 0

Describe how the marketing of services differs from the marketing of products. Discuss the four gaps in the Service Gap Model. Examine the five service quality dimensions. Explain the zone of tolerance. Identify three service recovery strategies.

25 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 936 | Lượt tải: 0

LO 12-1 Identify the reasons firms create new products. LO 12-2 Describe the different groups of adopters articulated by the diffusion of innovation theory. LO 12-3 Describe the various stages involved in developing a new product or service. LO 12-4 Explain the product life cycle.

35 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 779 | Lượt tải: 0

LO 11-1 Describe the components of a product. LO 11-2 Identify the types of consumer products. LO 11-3 Explain the difference between a product mix’s breadth and a product line’s depth. LO 11-4 Identify the advantages that brands provide firms and consumers. LO 11-5 Explain the various components of brand equity. LO 11-6 Determine the various ...

36 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 835 | Lượt tải: 0