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LO 10-1 Identify the five steps in the marketing research process. LO 10-2 Describe the various secondary data sources. LO 10-3 Describe the various primary data collection techniques. LO 10-4 Summarize the differences between secondary data and primary data. LO 10-5 Examine the circumstances in which collecting information on consumers is

31 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 846 | Lượt tải: 0

LO 9-1 Outline the different methods of segmenting a market. LO 9-2 Describe how firms determine whether a segment is attractive and therefore worth pursuing. LO 9-3 Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing. LO 9-4 Determine the value proposition. LO 9-5 Define posi...

31 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 1046 | Lượt tải: 0

LO 8-1 Describe the components of a country market assessment. LO 8-2 Understand the marketing opportunities in BRIC countries. LO 8-3 Identify the various market entry strategies. LO 8-4 Highlight the similarities and differences between a domestic marketing strategy and a global marketing strategy.

32 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 748 | Lượt tải: 0

LO 7-1 Describe the ways in which business-to-business (B2B) firms segment their markets. LO 7-2 List the steps in the B2B buying process. LO 7-3 Identify the roles within the buying center. LO 7-4 Describe the different types of organizational cultures. LO 7-5 Detail different buying situations.

28 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 836 | Lượt tải: 0

LO 6-1 Articulate the steps in the consumer buying process. LO 6-2 Describe the difference between functional and psychological needs. LO 6-3 Describe factors that affect information search. LO 6-4 Discuss postpurchase outcomes. LO 6-5 List the factors that affect the consumer decision process. LO 6-6 Describe how involvement influences the co...

44 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 769 | Lượt tải: 0

LO 5-1 Outline how customers, the company, competitors, and corporate partners affect marketing strategy. LO 5-2 Explain why marketers must consider their macroenvironment when they make decisions. LO 5-3 Describe the differences among the various generational cohorts. LO 5-4 Identify various social trends that affect marketing.

27 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 894 | Lượt tải: 0

LO 4-1 Identify the ethical values marketers should embrace. LO 4-2 Distinguish between ethics and social responsibility. LO 4-3 Identify the four steps in ethical decision making. LO 4-4 Describe how ethics can be integrated into a firm’s marketing strategy. LO 4-5 Describe the ways in which corporate social responsibility programs help variou...

24 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 769 | Lượt tải: 0

LO 3-1 Describe the 4E framework of social media marketing. LO 3-2 Understand the types of social media. LO 3-3 Understand the types of mobile applications. LO 3-4 Recognize and understand the three components of a social media strategy. LO 3-5 Understand the methods for marketing yourself using social media.

28 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 919 | Lượt tải: 0

LO 2-1 Define a marketing strategy. LO 2-2 Describe the elements of a marketing plan. LO 2-3 Analyze a marketing situation using SWOT analysis. LO 2-4 Describe how a firm chooses which consumer group(s) to pursue with its marketing efforts. LO 2-5 Outline the implementation of the marketing mix as a means to increase customer value. LO 2-6 Sum...

37 trang | Chia sẻ: baothanh01 | Ngày: 12/10/2018 | Lượt xem: 799 | Lượt tải: 0

What is Marketing? Marketing is an organizational function and a set of processes for creating, capturing, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

29 trang | Chia sẻ: baothanh01 | Ngày: 11/10/2018 | Lượt xem: 881 | Lượt tải: 1