Lecture Marketing management

Chapter 12 - Strategic leadership. After reading the material in this chapter, you should be able to: Define strategic leadership and describe the importance of top-level managers, define top management teams and explain their effects on firm performance, describe the managerial succession process using internal and external managerial labor markets,...

25p shiwo_ding6 25-05-2019 31 1   Download

Learning objectives: Describe the types of retail structures that exist worldwide, explain how a retail positioning strategy flows from both cost-side and demand-side factors, define the retailers positioning strategy as a set of service outputs delivered to the market, recognize important trends and developments on the consumer and channel sides that affect retail management.... and other contents.

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Lecture "Marketing management - Chapter 1: Defining Marketing for the 21st Century" presentation of content: What does marketing involve, what marketing, the goal of marketing is, core marketing concepts, core marketing concepts, elements of a modern marketing system,... And other contents.

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Lecture "Marketing management - Chapter 2: The marketing plan" presentation of content: Marketing planning - format, executive summary, tools for situation analysis, marketing strategies, marketing implementing,.... And other contents.

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Lecture "Marketing management - Chapter 5: Analyzing consumer markets and consumer behavior" presentation of content: What is a market, consumer buying behavior, many factors influences buying, fast facts about american culture,....And other contents.

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Lecture "Marketing management - Chapter 3: Conducting marketing research" presentation of content: What is marketing research, types of marketing research firms, types of research, research approaches, qualitative techniques,... And other contents.

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Lecture "Marketing management - Chapter 4: Creating Long-Term loyalty relationships" presentation of content: Steps in a customer value analysis, establishing value, measuring satisfaction, maximizing customer lifetime value, estimating lifetime value,... And other contents.

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Lecture "Marketing management - Chapter 8: Identifying market segments and targets" presentation of content: Market segmentation, choosing target markets, steps in segmentation process.... And other contents.

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Lecture "Marketing management - Chapter 7" presentation of content: Traditional 4Ps extended to cope with today's changing environment, the marketing mix, các phương pháp định giá, people, process, physical environment,... And other contents.

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Lecture "Marketing management - Chapter 8: Creating brand equity" presentation of content: Steps in strategic brand management, the role of brands, brand knowledge, drivers of brand equity, brand element choice criteria, designing holistic marketing activities,... And other contents.

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Lecture "Marketing management - Chapter 10: Services" understand nature and importance of services, identify characteristics of services that differentiate them from goods, understand importance of service quality.

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Lecture "Marketing management - Chapter 11: Competitive dynamics" Expanding the total market, new ways to use a brand, market challenger strategies, general attack strategies, market follower strategies, niche specialist roles, maintaining a market advantage,... And other contents.

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Lecture "Marketing metrics - Chapter 4: Non-financial metrics" presentation of content: Product and portfolio management, pricing strategy, chanel and retail management, marketing communication metrics.

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Chapter 2 - Developing successful marketing and organizational strategies. After reading chapter 2, you should be able to: Describe two kinds of organizations and the three levels of strategy in them; describe how core values, mission, organizational culture, business, and goals are important to organizations; explain why managers use marketing dashboards and marketing metrics.

80p luimotbuoc_3 03-11-2016 56 7   Download

Chapter 7 - Quản trị bảo mật cho hệ thống (Security management system). After studying this chapter you will be able to: Understand the purpose of a network firewall and the kinds of firewall technology available on the market; understand the role of routers, switches, and other networking hardware in security; determine when VPN or RAS technology works to provide a secure network connection.

76p nhanmotchut_3 20-10-2016 67 5   Download

This chapter is an expansion of chapter 14 from the second edition, and relates contemporary cost management and time management to the generation of customer value. As in the previous edition, cost management techniques include activity-based management, business process re-engineering, and life-cycle costing. There is a more detailed coverage of target costing. The new material on time-based management includes measures of break-even time and time-to-market, and identifying and managing time drivers.

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In this chapter: Explain companywide strategic planning and its four steps, discuss how to design business portfolios and growth strategies, discuss how to design business portfolios and growth strategies, describe the elements of a customer-driven marketing strategy and mix and the forces that influence it, list the marketing management functions, including the elements of a marketing plan.

33p allbymyself_06 28-01-2016 88 8   Download

This chapter define marketing and the marketing process, explain the importance of understanding customers and identify the five core marketplace concepts, identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations, discuss customer relationship management and creating value for and capturing value from customers, describe the major trends and forces changing the marketing landscape.

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Chapter four explain the importance of information to the company and its understanding of the marketplace, define the marketing information system and discuss its parts, outline the steps in the marketing research process, explain how companies analyze and distribute marketing information, discuss the special issues some marketing researchers face, including public policy and ethics issues.

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Chapter 7 define product and the major classifications of products and services; describe the decisions companies make regarding their individual products and services, product lines, and product mixes; discuss branding strategy – the decisions firms make in building and managing their brands; identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require; discuss two additional product issues: socially responsible product decisions and international product and services marketing.

37p allbymyself_06 28-01-2016 98 8   Download