TAILIEUCHUNG - Lectures Marketing management: Chapter 19 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 19: Managing personal communications (direct and interactive marketing, word of mouth, and personal selling)" provides students with the knowledge: Direct marketing, interactive marketing, personal selling. Invite you to refer to the disclosures. | Chapter 19 Managing Personal Communications Direct and Interactive Marketing Word of Mouth and Personal Selling Nguyen Tien Dung MBA Email Chapter Questions 1. How can companies conduct direct marketing for competitive advantage 2. How can companies carry out effective interactive marketing 3. How does word of mouth affect marketing success 4. What decisions do companies face in designing and managing a sales force 5. How can salespeople improve their selling negotiating and relationship marketing skills Nguyễn Tiến Dũng 2 Minicase Pepsi s Refresh Project For the first time in 23 years PepsiCo chose not to advertise any of its soft drink brands during the biggest . media event the Super Bowl. Instead it launched its ambitious Pepsi Refresh Project. With a tagline Every Pepsi Refreshes the World Pepsi earmarked 20 million for the program to fund ideas from anyone anywhere anytime to make a difference in six areas health arts and culture food and shelter the planet neighborhoods and education. Ideas are submitted at and voted online by the general public. A significant presence on Facebook Twitter and other social networks is a key aspect to the program. The first grant recipients received funding for a variety of different projects including building a community playground providing care packages and comfort items for troops in the field or recovering from wounds at home and conducting financial literacy sessions for teens. Pepsi also allocated an additional million in the summer of 2010 to support communities in the Gulf of Mexico region affected by the catastrophic oil spill. Nguyễn Tiến Dũng

• Marketing - Bán hàng
• Lectures Marketing management
• Marketing management
• Managing personal communications
• Direct marketing
• Interactive marketing
• Personal selling
• Defining marketing for the 21st century
• The importance of marketing
• The scope of marketing
• The new marketing realities
• Conducting marketing research
• What constitutes good marketing research
• Review investment Completed investment
• Marketing expenses
• Marketing performance measurement
• 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
• 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