Tài liệu miễn phí Marketing - Bán hàng

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Giải pháp marketing-mix cho sản phẩm nông nghiệp: Trường hợp quả thanh long ruột đỏ Kon Tum

Bài viết Giải pháp marketing-mix cho sản phẩm nông nghiệp: Trường hợp quả thanh long ruột đỏ Kon Tum đề cập đến việc thực hiện chiến lược sản phẩm chú trọng đến giá trị cốt lõi mà khách hàng tìm kiếm. Bên cạnh đó, bài viết gợi ý cách thức định giá cho sản phẩm, cách thức phân phối và chiêu thị cổ động phù hợp với đối tượng khách hàng mà sản phẩm hướng tới.

4/11/2023 12:47:14 PM +00:00

Các phương pháp đo lường khả dĩ về ấn tượng ban đầu trong nhận thức về sản phẩm mới

Bài viết trình bày các phương pháp đo lường khả dĩ về ấn tượng ban đầu trong nhận thức về sản phẩm mới. Mỗi phương pháp sẽ mang đến một giá trị riêng, cho phép chúng ta khẳng định rằng ấn tượng ban đầu về sản phẩm mới được hình thành ngay từ những giây đầu tiên và mang đến cho chúng ta một nhận thức tối thiểu về sản phẩm mới.

4/11/2023 12:46:54 PM +00:00

The effect of advertising on brand equity: Empirical evidence from the mobilephone market in central Vietnam

This paper evaluates the effect of advertising on brand equity. The effect of advertising on brand equity will be approached in terms of two perspectives: perceived advertising spending (PAS) and perception of advertising (PA). Samples were assembled from 295 customers who own mobilephones on the market in Central Vietnam.

4/11/2023 12:44:29 PM +00:00

Nghiên cứu một số tác động của trải nghiệm khách hàng trực tiếp tới ý định mua lặp lại và truyền miệng sản phẩm đồ lót nữ

Bài viết Nghiên cứu một số tác động của trải nghiệm khách hàng trực tiếp tới ý định mua lặp lại và truyền miệng sản phẩm đồ lót nữ được thực hiện với đối tượng chính là những thế hệ gen Z và gen Y nằm trong lứa tuổi từ 18 đến 35 nhằm đánh giá ảnh hưởng của trải nghiệm khách hàng trực tiếp tới ý định và hành vi của họ trong bối cảnh hiện đại tại Hà Nội và một số vùng phụ cận.

4/11/2023 12:17:43 PM +00:00

Nghiên cứu phát triển năng lực cạnh tranh marketing của các chuỗi siêu thị bán lẻ trên địa bàn Hà Nội

Bài viết Nghiên cứu phát triển năng lực cạnh tranh marketing của các chuỗi siêu thị bán lẻ trên địa bàn Hà Nội phân tích thống kê mô tả các thành phần mô hình đưa ra một số hàm ý quản trị với các oanh nghiệp chuỗi siêu thị bán lẻ trên địa bàn Hà Nội.

4/11/2023 12:11:33 PM +00:00

Lecture International marketing (16th edition) - Chapter 19: Negotiating with international customers, partners, and regulators

After studying this chapter you will be able to understand: The problems associated with cultural stereotypes, how culture influences behaviors at the negotiation table, common kinds of problems that crop up during international business negotiations, the similarities and differences in communication behaviors in several countries,...

4/11/2023 11:28:14 AM +00:00

Lecture International marketing (16th edition) - Chapter 18: Pricing for international markets

The main goals of this chapter are to: Components of pricing as competitive tools in international marketing, how to control pricing in parallel import or gray markets, price escalation and how to minimize its effect, countertrading and its place in international marketing practices, the mechanics of price quotations, the mechanics of getting paid.

4/11/2023 11:27:42 AM +00:00

Lecture International marketing (16th edition) - Chapter 17: Personal selling and sales management

The main goals of this chapter are to: The role of interpersonal selling in international marketing, the considerations in designing an international sales force, the steps to recruiting three types of international salespeople, selection criteria for international sales and marketing positions,...

4/11/2023 11:26:53 AM +00:00

Lecture International marketing (16th edition) - Chapter 16: Integrated marketing communications and international advertising

The main goals of this chapter are to: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,...

4/11/2023 11:25:00 AM +00:00

Lecture International marketing (16th edition) - Chapter 15: International marketing channels

The main goals of this chapter are to: The variety of distribution channels and how they affect cost and efficiency in marketing, the Japanese distribution structure and what it means to Japanese customers and to competing importers of goods, How distribution patterns affect the various aspects of international marketing,...

4/11/2023 11:23:57 AM +00:00

Lecture International marketing (16th edition) - Chapter 14: Products and services for businesses

The main goals of this chapter are to: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods, the importance of relationship marketing for industrial products and services.

4/11/2023 11:23:17 AM +00:00

Lecture International marketing (16th edition) - Chapter 13: Products and services for consumers

The main goals of this chapter are to: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.

4/11/2023 11:22:28 AM +00:00

Lecture International marketing (16th edition) - Chapter 12: Global marketing management: Planning and organization

The main goals of this chapter are to: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.

4/11/2023 11:21:50 AM +00:00

Lecture International marketing (16th edition) - Chapter 11: The Asia Pacific region

What you should learn about in chapter 11: The dynamic growth in the region, the importance and slow growth of Japan, the importance of the Bottom-of-the-Pyramid Markets, the diversity across the region, the interrelationships among countries in the region, the diversity within China.

4/11/2023 11:21:14 AM +00:00

Lecture International marketing (16th edition) - Chapter 10: Europe, Africa, and the Middle East

What you should learn from Chapter 10: The reasons for economic union, patterns of international cooperation, the evolution of the European Union, evolving patterns of trade as eastern Europe and the former Soviet states embrace free-market systems, strategic implications for marketing in the region, the size and nature of marketing opportunities in the European/African/Middle East regions.

4/11/2023 11:19:41 AM +00:00

Lecture International marketing (16th edition) - Chapter 9: Economic development and the Americas

The main goals of this chapter are to: The importance of time zones for trade relationships and marketing operations, the political and economic changes affecting global marketing, the connection between the economic level of a country and the marketing task, the variety of stages of economic development among American nations,...

4/11/2023 11:18:34 AM +00:00

Lecture International marketing (16th edition) - Chapter 8: Developing a global vision through marketing research

The main goals of this chapter are to: After studying this chapter you will be able to understand: The importance of problem defi nition in international research, the problems of availability and use of secondary data, sources of secondary data, quantitative and qualitative research methods, multicultural sampling and its problems in less-developed countries, using international marketing research.

4/11/2023 11:18:01 AM +00:00

Lecture International marketing (16th edition) - Chapter 7: The international legal environment: Playing by the rules

The main goals of this chapter are to: The four heritages of today’s legal systems, the important factors in the jurisdiction of legal disputes, the various methods of dispute resolution, the unique problems of protecting intellectual property rights internationally, how to protect against piracy and counterfeiting,...

4/11/2023 11:17:02 AM +00:00

Lecture International marketing (16th edition) - Chapter 6: The political environment: A critical concern

The main goals of this chapter are to: What the sovereignty of nations means and how it can affect the stability of government policies; how different governmental types, political parties, nationalism, targeted fear/animosity, and trade disputes can affect the environment for marketing in foreign countries; the political risks of global business and the factors that affect stability;...

4/11/2023 11:16:05 AM +00:00

Lecture International marketing (16th edition) - Chapter 5: Culture, management style, and business systems

The main goals of this chapter are to: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures.

4/11/2023 11:15:10 AM +00:00

Lecture International marketing (16th edition) - Chapter 4: Cultural dynamics in assessing global markets

The main goals of this chapter are to: The importance of culture to an international marketer, definition and origins of culture, the elements of culture, the impact of cultural change and cultural borrowing, strategies of planned and unplanned change.

4/11/2023 11:14:02 AM +00:00

Lecture International marketing (16th edition) - Chapter 3: History and geography: The foundations of culture

After studying this chapter you will be able to understand: The importance of history and geography in understanding international markets, the effects of history on a country’s culture, how culture interprets events through its own eyes, how long-past U.S. international policies still affect customer attitudes abroad, the effect of geographic diversity on economic profiles of a country,...

4/11/2023 11:12:53 AM +00:00

Lecture International marketing (16th edition) - Chapter 2: The dynamic environment of international trade

The main goals of this chapter are to: The basis for the reestablishment of world trade following World War II, the importance of balance-of-payment fi gures to a country’s economy, the effects of protectionism on world trade, the several types of trade barriers, the provisions of the Omnibus Trade and Competitiveness Act,...

4/11/2023 11:12:14 AM +00:00

Lecture International marketing (16th edition) - Chapter 1: The scope and challenge of international marketing

The main goals of this chapter are to: The benefits of international markets, the changing face of U.S. business, the scope of the international marketing task, the importance of the self-reference criterion (SRC) in international marketing, the increasing importance of global awareness, the progression of becoming a global marketer.

4/11/2023 11:11:49 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 16: Defining ethics and corporate social responsibility in the international marketplace

Chapter 16 - Defining ethics and corporate social responsibility in the international marketplace. After reading the material in this chapter, you should be able to: The cost of doing bad business, ethics and the law, the MNC as good corporate citizen, can a company afford not to be ethical? the fight against corruption and bribery, government ant-corruption and bribery enforcement, anti-corruption /ethics policies of firms, global corporate citizenship.

4/11/2023 11:11:40 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 15: Designing and controlling global marketing systems

Chapter 15 - Designing and controlling global marketing systems. After reading the material in this chapter, you should be able to: Product-based organizational format, regional organizational format, functional organizational format, matrix organizational format, new organizational directions, control mechanisms.

4/11/2023 11:11:32 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 14: Using social media for global marketing

Chapter 14 - Using social media for global marketing. After reading the material in this chapter, you should be able to: An introduction to social marketing, the networked enterprise, the growth of global social marketing advertising, case studies of social marketing campaigns.

4/11/2023 11:11:20 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 13: Launching global communication and advertising

Chapter 13 - Launching global communication and advertising. After reading the material in this chapter, you should be able to: Global promotional strategy, global advertising strategy, global advertising regulations, the global advertising agency.

4/11/2023 11:11:12 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 12: Global placement and distribution channels

Chapter 12 - Global placement and distribution channels. After reading the material in this chapter, you should be able to: International Distribution Decisions, factors influencing distribution decisions, managing and controlling international distribution channels, channel management and control, physical distribution.

4/11/2023 11:11:05 AM +00:00

Lecture Global marketing: Contemporary theory, practice, and cases – Chapter 11: Setting global prices

Chapter 11 - Setting global prices. After reading the material in this chapter, you should be able to: Factors influencing pricing decisions; objectives, strategies, and pricing policies; taxonomy of pricing practices; terms and methods of payment; countertrade.

4/11/2023 11:10:58 AM +00:00