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LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 18, YOU SHOULD BE ABLE TO: Explain the differences between product advertising and institutional advertising and the variations within each. Describe the steps used to develop, execute, and evaluate an advertising program. Explain the advantages and disadvantages of alternative advertising media.

54 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1379 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 17, YOU SHOULD BE ABLE TO: Discuss integrated marketing communication and the communication process. Describe the promotional mix andthe uniqueness of each component.

37 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1035 | Lượt tải: 0

Bài giảng Marketing - Chapter 16

42 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1374 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems.

48 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1230 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 14, YOU SHOULD BE ABLE TO: Describe how to establish the “approximate price level” using demand-oriented, cost-oriented,profit-oriented, and competition-oriented approaches. Recognize the major factors considered in deriving a final list or quoted price from the approximate price level.

39 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1114 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 13, YOU SHOULD BE ABLE TO: Identify the elements that make up a price. Recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge. Explain what a demand curve is and the roles of revenues in pricing decisions.

43 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1162 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 12, YOU SHOULD BE ABLE TO: Describe four unique elements of services. Recognize how services differ and how they can be classified. Explain how consumers purchase and evaluate services. Develop a customer contact audit to identify service advantages.

26 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1127 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 11, YOU SHOULD BE ABLE TO: Explain the product life-cycle concept. Identify the ways that marketing executives manage a product’s life cycle. Recognize the importance of branding and alternative branding strategies. Describe the role of packaging, labeling, and warranties in the marketing of a pro...

43 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1200 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 10, YOU SHOULD BE ABLE TO: Recognize the various terms that pertain to products and services. Identify the ways in which consumer and business products can be classified. Explain the significance of “newness” in new products and services as it relates to the degree of consumer learning involved.

45 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1256 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 9, YOU SHOULD BE ABLE TO: Explain what market segmentation is and when to use it. Identify the five steps involved in segmenting and targeting markets. Recognize the bases used to segment consumer and organizational (business) markets.

40 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1149 | Lượt tải: 0