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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: 884 | 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: 912 | 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: 936 | 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: 884 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 8, YOU SHOULD BE ABLE TO: Identify the reason for conducting marketing research. Describe the five-step marketing research approach that leads to marketing actions. Explain how marketing uses secondary and primary data.

68 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1058 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 7, YOU SHOULD BE ABLE TO: Describe the nature and scope of world trade from a global perspective and identify the major trends that have influenced world trade and global marketing. Identify the environmental forces that shape global marketing efforts.

42 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 847 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 6, YOU SHOULD BE ABLE TO: Distinguish among industrial, reseller, and government organizational markets. Describe the key characteristics of organizational buying that make it different from consumer buying.

28 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1119 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 5, YOU SHOULD BE ABLE TO: Describe the stages in the consumer purchase decision process. Distinguish among three variations of the consumer purchase decision process: routine, limited, and extended problem solving.

41 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 888 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 4, YOU SHOULD BE ABLE TO: Explain the difference between legal and ethical behavior in marketing. Identify factors that influence ethical and unethical marketing decisions. Describe the different concepts of social responsibility. Recognize unethical and socially irresponsible consumer behavior.

23 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 1182 | Lượt tải: 0

LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. Describe how social forces such as demographics and culture can havean impact on marketing strategy. Discuss how economic forces such as macr...

43 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 918 | Lượt tải: 0