Tài liệu miễn phí Marketing - Bán hàng
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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 18 - George E. Belch, Michael A. Belch
Chapter 18 - Measuring the effectiveness of the promotional program. The main goals of this chapter are: To understand reasons for measuring promotional program effectiveness, to know the various measures used in assessing promotional program effectiveness, to understand the requirements of proper effectiveness research, to evaluate alternative methods for measuring promotional program effectiveness.
9/16/2019 7:03:02 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch
Chapter 17 - Public relations, publicity, and corporate advertising. The main goals of this chapter are: To recognize the roles of public relations, publicity, and corporate advertising in the promotional 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.
9/16/2019 7:02:53 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 16 - George E. Belch, Michael A. Belch
Chapter 16 - Sales promotion. The main goals of this chapter are: To understand the role of sales promotion in a company's integrated marketing communications 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.
9/16/2019 7:02:41 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch
Chapter 15 - The internet: Digital and social media. The main goals of this chapter are: To understand the role of the Internet and digital and social media in an IMC program; to understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process; to understand how to evaluate the effectiveness of communications through the Internet, and digital and social media.
9/16/2019 7:02:28 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 14 - George E. Belch, Michael A. Belch
Chapter 14 - Direct marketing. The main goals of this chapter are: To recognize the area of direct marketing as a communications tool, to know the strategies and tactics involved in direct marketing, to demonstrate the use of direct-marketing media, to determine the scope and effectiveness of direct marketing.
9/16/2019 7:02:18 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch
Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured.
9/16/2019 7:02:05 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch
Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined;...
9/16/2019 7:01:54 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch
Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;...
9/16/2019 7:01:42 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 10 - George E. Belch, Michael A. Belch
Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,...
9/16/2019 7:01:29 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 9 - George E. Belch, Michael A. Belch
Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...
9/16/2019 7:01:20 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 8 - George E. Belch, Michael A. Belch
Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...
9/16/2019 7:01:07 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 7 - George E. Belch, Michael A. Belch
Chapter 7 - Establishing objectives and budgeting for the promotional program. After completing this unit, you should be able to: To recognize the importance and value of setting specific objectives for advertising and promotion, to understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives, to know the differences between sales and communications objectives and the issues regarding the use of each,...
9/16/2019 7:00:55 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch
Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,...
9/16/2019 7:00:42 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch
Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,...
9/16/2019 7:00:30 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 4 - George E. Belch, Michael A. Belch
Chapter 4 - Perspectives on consumer behavior. After completing this unit, you should be able to: To understand the role consumer behavior plays in the development and implementation of advertising and promotional 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 advertising and promotion;...
9/16/2019 7:00:18 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 3 - George E. Belch, Michael A. Belch
Chapter 3 - Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations. After completing this unit, you should be able to: To understand how companies organize for advertising and other aspects of integrated marketing communications, to evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion, to understand the role of advertising agencies and the services they perform as well as the various types of agencies and media specialist companies,...
9/16/2019 7:00:05 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch
Chapter 2 - The role of IMC in the marketing process. After reading the material in this chapter, you should be able to: To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program, to understand the concept of target marketing in an integrated marketing communications program, to recognize the role of market segmentation and its use in an integrated marketing communications program,...
9/16/2019 6:59:52 PM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 1 - George E. Belch, Michael A. Belch
Chapter 1 - An introduction to integrated marketing communications. After reading the material in this chapter, you should be able to: To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies, to introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
9/16/2019 6:59:40 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 13: Evaluating performance
This chapter presents the following content: Goals of a sales force reward system, the customer-product matrix, compensating salespeople, aligning pay with strategy, use of compensation plans, advantages of frequent vs. infrequent incentive payments,...
9/16/2019 6:48:45 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 12: Compensating salespeople
This chapter presents the following content: What is motivation? reasons for motivating salespeople, what goals are most important? how successful were you at reaching your goals? maslow’s hierarchy of needs, an exercise to determine your motivational needs,...
9/16/2019 6:48:01 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 11: Motivating salespeople
This chapter presents the following content: What is motivation? reasons for motivating salespeople, what goals are most important? how successful were you at reaching your goals? maslow’s hierarchy of needs, an exercise to determine your motivational needs,...
9/16/2019 6:47:29 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 10: Sales force ethics
When you finish this chapter, you should: Describe the value added of personal selling, define the steps in the personal selling process, describe the key functions involved in managing a sales force, describe the ethical and legal issues in personal selling.
9/16/2019 6:47:01 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 9: Leadership
After you have mastered the material in this chapter, you will be able to: Understand the full meaning of leadership and see the leadership potential in yourself and others, recognize and facilitate the six fundamental transformations in today’s organizations and leaders, identify the primary reasons for leadership derailment and the new paradigm skills that can help you avoid it,...
9/16/2019 6:46:28 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 8: Sales training
This chapter presents the following content: Sales training process, sales training objectives, determining training needs, steps in performing a training analysis, steps in performing a training analysis, allocating training time,...
9/16/2019 6:46:00 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 7: Recruiting and selecting personnel
Lecture Dalrymple's sales management: Concepts and cases – Chapter 7: Recruiting and selecting personnel. This chapter presents the following content: Recruitment and selection planning, recruitcandidates, selectprospects, validating the process.
9/16/2019 6:45:15 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 6: Sales force organization
Chapter 6 - Sales force organization. This chapter presents the following content: Sales force organization, strategic account programs, product specialist organization, customer specialist organization,...
9/16/2019 6:44:46 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 5: Customer interaction management
Chapter 5 - Customer interaction management. This chapter presents the following content: Improving your chances of success, personal selling, customer interaction, pre-call planning, anticipate buyer questions, personal motives,....
9/16/2019 6:44:20 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 4: Account relationship management
This chapter presents the following content: account relationship management concepts, standard questions in a value analysis study, determine the decision-making process, buying center members, economic buying influence,...
9/16/2019 6:43:51 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 3: Sales opportunity management
After studying this chapter, you should be able to: Describe effective steps for generating new accounts, explain how to determine the minimum opportunity a salesperson should pursue, describe four methods for setting opportunity priorities, explain why emphasis is shifting from sales volume to profit flow, tell how salespeople can manage their time more efficiently.
9/16/2019 6:43:24 PM +00:00
Lecture Dalrymple's sales management: Concepts and cases – Chapter 2: Strategy and sales program planning
After studying this chapter, you should be able to: Describe the major elements of business strategy, state the basic elements of strategic marketing planning, explain what is meant by strategic implementation process decisions, describe the purpose of a sales force program and list its major elements, tell what an account relationship strategy is and explain its purpose.
9/16/2019 6:43:07 PM +00:00