Tài liệu miễn phí Marketing - Bán hàng
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Lecture Advertising and promotion (2/e) – Chapter 16: Sales promotion
Chapter 16 - Sales promotion. The goals of this chapter are: To understand the role of sales promotion in a company’s integrated marketing communication program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of consumer- and trade-oriented sales promotion tools and the factors to consider in using them,...
3/29/2020 9:52:38 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 15: Public relations
Chapter 15 - Public relations. The goals of this chapter are: To recognise the roles of public relations, publicity and corporate advertising in the integrated marketing communication mix, to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each, to understand the reasons for corporate advertising and its advantages and disadvantages,...
3/29/2020 9:52:31 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 14: Interactive marketing
Chapter 14 - Interactive marketing. The goals of this chapter are: To examine the development and evaluate the reasons for growth of the internet and interactive media, to define the role and relationships of the internet and interactive media and apply them in an IMC program, to compare the advantages and disadvantages of direct communication on the internet and interactive media,...
3/29/2020 9:52:25 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 13: Direct marketing and communication
Chapter 13 - Direct marketing and communication. The goals of this chapter are: To examine the development and reasons for growth of direct marketing communication; to define the role and relationships of direct marketing, the internet and interactive media in an IMC program; to identify the advantages and disadvantages of direct marketing communication; to evaluate the effectiveness of communication through direct marketing communication.
3/29/2020 9:52:18 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 12: Measuring the effectiveness of the IMC program
Chapter 12 - Measuring the effectiveness of the IMC program. The goals of this chapter are: To understand the importance of, and reasons for and against, measuring the effectiveness of marketing communication; to establish some guidelines used in measuring IMC effectiveness; to evaluate alternative methods for measuring IMC effectiveness against industry-developed criteria for successful evaluation;...
3/29/2020 9:52:12 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 11: Media choices: evaluating media options
The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;...
3/29/2020 9:52:05 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 10: Media and contact strategy
The goals of this chapter are: To understand the principles of brand contact points in media strategy, to understand the key terminology used in media planning, to recognise and be able to set media objectives, to know how a media plan is developed,...
3/29/2020 9:51:57 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 9: Message strategy and execution
The goals of this chapter are: To examine messages their types, structure and consistency, to discuss what is meant by creativity and creative thinking in IMC, to examine the creative process looking at message strategy and execution,...
3/29/2020 9:51:51 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 8: Establishing objectives and budgeting for the IMC program
Chapter 8 - Establishing objectives and budgeting for the IMC program. The goals of this chapter are: To recognise the importance and value of setting specific objectives for advertising and imc; to understand the role objectives play in the imc planning process and the relationship of marketing communication objectives to marketing objectives; to know the differences between behavioural and communication objectives, and the issues regarding the use of each;...
3/29/2020 9:51:44 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 7: Planning for IMC
Chapter 7 Planning for IMC. The goals of this chapter are: To understand the role of planning in an organisation’s IMC program; to understand the role of target marketing, segmentation and positioning in planning for an IMC program; to explore the concepts and models of IMC planning; to demonstrate the strategic importance of account planning in advertising.
3/29/2020 9:51:38 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 6: Branding and building relationships with the database
Chapter 6 - Branding and building relationships with the database. The goals of this chapter are: To understand how we build relationships with brands; to examine the concept of brand identity; looking at brand names, symbols and packaging; to look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers;...
3/29/2020 9:51:31 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 5: Starting with the consumer
Chapter 5 - Starting with the consumer: developing consumer insights. The goals of this chapter are: To understand the role consumer behaviour plays in the development and implementation of IMC programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for IMC;...
3/29/2020 9:51:25 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 4: The communication process
The goals of this chapter are: To understand the basic elements of the communication process and the role of communication in marketing; to examine various models of the communication process; to analyse the response processes of receivers of marketing communication, including alternative response hierarchies and their implications for integrated marketing communication planning and strategy;...
3/29/2020 9:51:18 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 3: Social, ethical and regulatory aspects
The goals of this chapter are: To consider various perspectives concerning the social and ethical aspects of marketing communication, to evaluate the social criticisms of advertising, to examine how advertising is regulated, including the role and function of various regulatory agencies,...
3/29/2020 9:51:12 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 2: Integrated marketing communication
Chapter 2 - Integrated marketing communication: how marketing communication evolved. The goals of this chapter are: To review the concept of marketing, examining how marketing communications has changed; to introduce and define the concept of integrated marketing communication (IMC); to examine reasons for the increasing importance of IMC;...
3/29/2020 9:51:05 PM +00:00
Lecture Advertising and promotion (2/e) – Chapter 1: Where marketing communication began
Chapter 1 - Where marketing communication began: the development of advertising in Australia and New Zealand. The main goals of this chapter are: To define advertising looking at its importance and its function, to trace the history of advertising in Australia and New Zealand, to explore the changing advertising environment,...
3/29/2020 9:50:59 PM +00:00
Tác động của các yếu tố marketing địa phương đến thu hút đầu tư tại tỉnh Đắk Nông
Bài viết đề xuất một số hàm ý chính sách cho các nhà lãnh đạo tỉnh Đắk Nông tham khảo nhằm đẩy mạnh thu hút đầu tư cho tỉnh Đắk Nông.
3/29/2020 7:55:52 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 22 - William D. Perreault, E. Jerome McCarthy
When you finish this chapter, you should: Understand why marketing must be evaluated differently at the micro and macro levels, understand why the text argues that micro-marketing costs too much; understand why the text argues that macro-marketing does not cost too much; know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs.
3/29/2020 4:16:50 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 21 - William D. Perreault, E. Jerome McCarthy
In this chapter you will: Know the content of and differences among strategies, marketing plans, and a marketing program; Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps; understand why the product classes and typical mixes should be considered when developing a marketing plan;...
3/29/2020 4:16:44 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 20 - William D. Perreault, E. Jerome McCarthy
After studying this chapter you will: Understand why turning a marketing plan into a profitable business requires money, information, people, and a way to get or produce goods and services; understand the ways that marketing strategy decisions may need to be adjusted in light of available financing; understand how a firm can implement and expand a marketing plan using internally generated cash flow;...
3/29/2020 4:16:38 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 19 - William D. Perreault, E. Jerome McCarthy
When you finish this chapter, you should: Understand how information technology is speeding up feedback for better implementation and control, know why effective implementation is critical to customer satisfaction and profits, know how total quality management can improve implementation including implementation of service quality,...
3/29/2020 4:16:32 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 18 - William D. Perreault, E. Jerome McCarthy
After completing this unit, you should be able to: Understand how most wholesalers and retailers set their prices using markups, understand why turnover is so important in pricing, understand the advantages and disadvantages of average-cost pricing, know how to use break-even analysis to evaluate possible prices, know the many ways that price setters use demand estimates in their pricing.
3/29/2020 4:16:26 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 17 - William D. Perreault, E. Jerome McCarthy
When you finish this chapter, you should: Understand how pricing objectives should guide strategic planning for pricing decisions; understand choices the marketing manager must make about price flexibility and price levels over the product life cycle; understand the many possible variations of a price structure, including discounts, allowances, and who pays transportation costs.
3/29/2020 4:16:20 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 16 - William D. Perreault, E. Jerome McCarthy
In chapter 16, students will: Understand why a marketing manager sets specific objectives to guide the advertising effort, understand when the various kinds of advertising are needed, understand how to choose the best medium, understand how to plan the best message - that is, the copy thrust, understand what advertising agencies do and how they are paid,...
3/29/2020 4:16:14 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 15 - William D. Perreault, E. Jerome McCarthy
In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.
3/29/2020 4:16:08 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 14 - William D. Perreault, E. Jerome McCarthy
When you finish this chapter, you should: Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategic planning, know how the communication process affects promotion planning, understand how direct-response promotion is helping marketers develop more targeted promotion blends,...
3/29/2020 4:16:02 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 13 - William D. Perreault, E. Jerome McCarthy
In chapter 13 you will: Understand how retailers plan their marketing strategies, know about the many kinds of retailers that work with producers and wholesalers as members of channel systems, understand the differences among the conventional and nonconventional retailers including Internet merchants and others who accept the mass-merchandising concept,...
3/29/2020 4:15:56 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 12 - William D. Perreault, E. Jerome McCarthy
When you finish this chapter, you should: Understand why physical distribution (logistics) is such an important part of Place and marketing strategy planning; understand why the physical distribution customer service level is a key marketing strategy variable; understand the physical distribution concept and why it requires coordination of storing, transporting, and related activities;...
3/29/2020 4:15:50 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 11 - William D. Perreault, E. Jerome McCarthy
In chapter 11 you will understand how and why marketing specialists develop to make channel systems more effective. Understand the universal functions of marketing. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems. Understand how to develop co-operative relationships - and avoid conflict - in channel systems.
3/29/2020 4:15:44 PM +00:00
Lecture Basic Marketing: A global-managerial approach: Chapter 10 - William D. Perreault, E. Jerome McCarthy
In this chapter you will: Understand how product life cycles affect strategic planning, know what is involved in designing new products and what new products really are, understand the new-product development process, see why product liability must be considered in screening new products.
3/29/2020 4:15:37 PM +00:00