TAILIEUCHUNG - Lectures Marketing management: Chapter 4 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 4: Conducting marketing research" provides students with the knowledge: What constitutes good marketing research, what are the best metrics for measuring marketing productivity, how can marketers assess their return on investment of marketing expenditures. Invite you to refer to the disclosures. | CHAPTER 4 CONDUCTING MARKETING RESEARCH Nguyen Tien Dung MBA Email Chapter Questions 1. What constitutes good marketing research 2. What are the best metrics for measuring marketing productivity 3. How can marketers assess their return on investment of marketing expenditures Nguyễn Tiến Dũng Marketing Management 2 The Role of Marketing Information Good marketers need insights to help them interpret past performance as well as plan future activities. To make the best possible tactical decisions in the short run and strategic decisions in the long run they need timely accurate and actionable information about consumers competition and their brands. Discovering a consumer insight and understanding its marketing implications can often lead to a successful product launch or spur the growth of a brand. Nguyễn Tiến Dũng Marketing Management

• Marketing - Bán hàng
• Lectures Marketing management
• Marketing management
• Conducting marketing research
• What constitutes good marketing research
• Review investment Completed investment
• Marketing expenses
• Marketing performance measurement
• Defining marketing for the 21st century
• The importance of marketing
• The scope of marketing
• The new marketing realities
• Managing a holistic marketing organization
• Holistic marketing organization
• Trends in marketing practices
• Organizing the marketing department
• Developing marketing strategies and plans
• Marketing and customer value
• Corporate and division strategic planning
• Business unit strategic planning
• A marketing plan
• Designing managing integrated marketing
• Managing integrated marketing channels
• Marketing channels
• Value networks
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Basic marketing
• Marketing research
• Course objectives
• Course materials
• Course assessment
• Course plan
• Collecting information and forecasting demand
• Components of a modern marketing
• Information system
• Internal records
• Marketing intelligence
• Analyzing the macroenvironment
• Creating long term loyalty relationships
• Managing personal communications
• Direct marketing
• Interactive marketing
• Personal selling
• Designing and managing services
• The nature of services
• The new services realities
• Achieving excellence in services marketing
• Analyzing consumer markets
• Influencing factors to consumer behavior
• Consumer buying process
• Consumer behavior
• Analyzing business markets
• What is organisational buying
• Institutional and government markets
• The purchasing procurement process
• Identifying market segments
• Selecting target markets
• Market segmentation
• choosing target markets
• Creating brand equity
• What is brand equity
• Building brand equity
• Measuring brand equity
• Managing brand equity
• Crafting brand equity
• Developing and establishing a brand positioning
• Differentiation strategies
• Branding a small business
• Dealing with competition
• Competitive strategies by market position
• Product life cycle strategies
• Industry analysis
• Product strategy
• Service differentiation
• Brand relationship
• Product characteristics
• Developing pricing strategies and programs
• Understanding pricing
• Setting the price
• Price adaptation strategies
• Managing mass communications
• Sales promotion
• Events and experiences
• Public relations
• Introducing new market offerings
• New product options
• Challenges in new product development
• The consumer Adoption process