MarketingManagement.pdf

Channel Dynamics 245 Adding or dropping an individual channel member requires an incremental analysis to determine what the firm ...

246 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS Vertical Marketing Systems One of the most significant recent channel devel ...

Channel Dynamics 247 Horizontal Marketing Systems Another channel development is the horizontal marketing system,in which two or ...

248 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS Conflict, Cooperation, and Competition No matter how well channels are desi ...

Channel Dynamics 249 challenge is not to eliminate conflict but to manage it better. There are several mech- anisms for effectiv ...

250 CHAPTER13 SELECTING ANDMANAGINGMARKETINGCHANNELS The next chapter examines the marketing strategies and challenges of retail ...

Notes 251 Ronald Abler, John S. Adams, and Peter Gould, Spatial Organizations: The Geographer’s View of the World(Upper Saddle ...

M odern marketing calls for more than developing a good product, pricing it attrac- tively, and making it accessible. Companies ...

272 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS DEVELOPING EFFECTIVE MARKETING COMMUNICATIONS Today there i ...

Developing Effective Marketing Communications 273 Further analysis helps the company assess the audience’s current image of the ...

274 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS All of these models assume that the buyer passes through a ...

Developing Effective Marketing Communications 275 Message Structure Message effectiveness depends on structure as well as conten ...

276 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Personal Communication Channels Personal communication chan ...

Developing Effective Marketing Communications 277 ion is mediated by opinion leaders, people whose opinions are sought or who ca ...

278 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Promotional Tools Each promotional tool has its own unique ...

Developing Effective Marketing Communications 279 in a category; brand choice is made in the store; the product is an impulse it ...

280 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS and company. The communicator should also collect behaviora ...

Developing and Managing the Advertising Campaign 281 provided people with the pollen count in their area. People who called the ...

282 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS Setting the Advertising Objectives Advertising objectives c ...

Developing and Managing the Advertising Campaign 283 as T-shirts, magnets, and talking dolls. Taco Bell’s sales shot up 4.3 perc ...