Giáo trình: Marketing Management Chapter 9

... 9 - 1 Chapter Chapter 9 9 C C ommunications ommunications and Advertising and Advertising Strategy Strategy 9 - 2 Key Learning Points Key Learning Points ... challenge facing marketers today. 9 - 10 Figure 9- 3: Modified Mass Marketing Communications Model 9 - 11 Figure 9- 4: Traditional Trade-off Between Richness & Reach 9 - 12 In-Class Activity * Personal ... Miscellan...

Ngày tải lên: 25/10/2013, 02:15

... rather than by the marketing customer, rather than by the marketing manager, as implied in the following manager, as implied in the following definition. definition. 6 - 9 Product & Service ... market structure The purpose of a market structure analysis is to enable the marketing analysis is to enable the marketing manager to understand who the manager to understand who the comp...

Ngày tải lên: 18/10/2013, 04:15

... new product characteristic in new product adoption. adoption. 4 - 19 Figure 4-6: Innovator Categories 4 - 1 Chapter Chapter 4 4 Analyzing Analyzing Consumer Consumer Behavior Behavior 4 ... where you live ” ” 4 - 22 4 - 23 Who Are the Customers? Who Are the Customers?   Marketing Research Implications: Marketing Research Implications: Developing Target Markets Developing...

Ngày tải lên: 27/01/2014, 02:20

... differences between consumer and industrial marketing. and industrial marketing.   Market segmentation for marketing to Market segmentation for marketing to organizations. organizations.   Understanding ... Brand Mindshare Report 5 - 18 Who Are the Customers? Who Are the Customers?   Marketing Research Implications Marketing Research Implications – – Developing Target Ma...

Ngày tải lên: 27/01/2014, 02:20

... brand - - based advantage based advantage 2 - 19 2 - 1 Chapter Chapter 2 2 A Strategic A Strategic Marketing Marketing Framework Framework 2 - 20 Marketing Strategy Marketing Strategy   Cost Cost - - or ... Strategy Core Strategy 2 - 28 Marketing Strategy Marketing Strategy   Marketing Mix Marketing Mix – – Implementation Implementation of the marketing of the...

Ngày tải lên: 27/01/2014, 02:20

... .01)} 2 2 - - 3 years: {3,724, 390 3 years: {3,724, 390 – – (3,724, 390 x .01)} (3,724, 390 x .01)} = 3,762,000 0 = 3,762,000 0 - - 1 yrs; 3,724, 390 1 1 yrs; 3,724, 390 1 - - 2 yrs; 3,687,136 2 2 ... 5,530,704 ======== ======== == == Total per day 69, 221,364 Total per day 69, 221,364 or or ( 69, 221,364 x 365) 25,265, 797 ,860 ( 69, 221,364 x 365) 25,265, 797 ,860 diapers per year diap...

Ngày tải lên: 27/01/2014, 02:20

... being focused upon 1 - 1 Marketing Marketing and the and the Job of the Job of the Marketing Marketing Manager Manager Chapter Chapter 1 1 1 - 20 Marketing Manager Marketing Manager ’ ’ s ... By Driven By 1 - 12 Marketing Philosophies Marketing Philosophies   Sales Sales   Technology Technology   Marketing Marketing   Customer Customer   Focus: Marke...

Ngày tải lên: 27/01/2014, 02:20