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LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Explain how marketing managers allocate their limited resources. Describe Porter’s generic business strategies and synergy analysis planning frameworks. Explain what makes an effective marketing plan.

55 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 905 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe what interactive marketingis and how it creates customer value, customer relationships, and customer experiences. Identify the demographic and lifestyle profile of online consumers. Explain why certain types of products and services are particularly suitedfor i...

33 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 899 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 20, YOU SHOULD BE ABLE TO: Discuss the nature and scope of personal selling and sales management in marketing. Identify the different types of personal selling. Explain the stages in the personal selling process. Describe the major functions of sales management.

46 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 961 | Lượt tải: 0

Bài giảng Marketing - Chapter 19

36 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1115 | Lượt tải: 0

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: 1032 | 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: 793 | Lượt tải: 0

Bài giảng Marketing - Chapter 16

42 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1119 | 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: 941 | 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: 870 | 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: 850 | Lượt tải: 0