Core Concepts of Marketing
MARKETING:DEFINITIONANDJUSTIFICATION 11 ketingisnotdeliveredwhenpromisedorwiththerightfeatures.Marketersshouldcon- sidertheirpee ...
12 CHAPTER 1 INTRODUCINGMARKETING which~hemarketeroperates.ForEstherandJimWilliams,whooperateanA&Wdrive-in inMattoon,Illinoi ...
MARKETING: DEFINITIONANDJUSTIFICATION 13 thefaceof CharlesDubin-choirsinger,moviegoerand TVdirector.Fouryearsil~().Charles had"a ...
14 CHAPTER 1 INTRODUCINGMARKETING AD1.3 Hotdogsaregoodsproductsand,assuch,aremarketeddifferently. tostandardizebecausethey requi ...
MARKETING:DEFINITIONANDJUSTIFICATION 15 TABLE1.1 KindsofMarketing CLASSIFICATION Macromarketing Micromarketing Goodsmarketing Se ...
16 CHAPTER 1 INTRODUCINGMARKETING verylittledirectcontactwithitscustomersandmustdistributeitsproductthroughvarious retailoutlets ...
MARKETING:DEFINITIONANDJUSTIFICATION 17 net.TheInternethasallbuteliminatedtheurgencyofsatisfyingtheneedwhentheoppor- tunityis pr ...
18 CHAPTER 1 INTRODUCINGMARKETING thesocietallevel andeverydayconsumptionbythegeneralpublic.Althoughtherearemany variationsofthe ...
MARKETING:DEFINITIONANDJUSTIFICATION 19 Mission Situation analysis Objectives Strategy Implementation Budgeting Evaluation Missi ...
20 CHAPTER1 INTRODUCING MARKETING thewayinwhichanorganization's broadmarketingstrategiesaretranslated intomarket- ingprograms fo ...
MARKETING:DEFINITIONANDJUSTIFICATION 21 ever,thesewerenotenoughtoimproveSASrevenue.Otherthingshadtobedonetoattract business-clas ...
22 CHAPTER 1 INTRODUCINGMA~KFTING KeystoMarketingSuccess Aprimeguidelineformarketingsuccessistorealizethatestablishingcustomersa ...
THE WALL STREET JOURNAL. INPRACTICE Marketingplaysa criticalroleinthe successofbusinessorganizations:it helpsthemcreatea competi ...
24 CHAPTER 1 INTRODUCINGMARKETING Summary Thisintroductorychapterdescribedmarketingasoneofthemajorstrategictoolsavailabletothebu ...
CASEAPPLICATION 25 7.Whatisthedifferencebetweentheinternalandexternalenvironment')Providefiveexamples ofeach.^2 8.Whatisa compet ...
26 CHAPTER 1 INTRODUCINGMARKETING Sources:IanP.Murphy,"AidedbyResearch, HarleyGoesWholeHog,"TheMarketingNews,December2,1996, p. ...
UNDERSTANDING AND APPROACHING THE MARKET LEARNING OBJECTIVES Afterstudyingthischapter,youshould beableto: Understandtheroleofth ...
28 CHAPTER 2 UNDERSTANDINGANDAFPROACHINGTHEMARKET andoveragainfroma newvisitor.Instead, mediabuyershavehadtorelyonmoreprimi- tiv ...
DEFININGTHEMARKET 29 Theperson/organizationmustbewillingtobuytheproduct. Theperson/organizationmusthavetheauthoritytobuytheprod ...
30 CHAPTER 2 UNDERSTANDINGAND APPROACHINGTHEMARKET TypesofMarkets Nowthatwehavedefinedmarket~ina generalsense,iti~usefultodiscus ...
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