TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 2 – Kerin, Hartley, Rudelius

Chapter 2 - Developing successful marketing and organizational strategies. After reading chapter 2, you should be able to: Describe two kinds of organizations and the three levels of strategy in them; describe how core values, mission, organizational culture, business, and goals are important to organizations; explain why managers use marketing dashboards and marketing metrics. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Describe two kinds of organizations and the three levels of strategy in them. LO1 Describe how core values, mission, organizational culture, business, and goals are important to organizations. Explain why managers use marketing dashboards and marketing metrics. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 2, YOU SHOULD BE ABLE TO: Discuss how an organization assesses where it is now and where it seeks to be. Explain the three steps of the planning phase of the strategic marketing process. LO4 LO5 Describe the elements of the implementation and evaluation phases of the strategic marketing process. LO6 BE AN ENTREPRENEUR: GET AN “A” IN A CORRESPONDENCE COURSE IN ICE CREAM MAKING! Organization TODAY’S ORGANIZATIONS KINDS OF ORGANIZATIONS LO1 Offerings Business Firm Nonprofit Organization Industry .

• Marketing - Bán hàng
• Developing successful marketing
• Organizational strategies
• Marketing environment
• Marketing research
• Lecture Marketing
• Targeting marketing opportunities
• Marketing process
• Satisfying marketing opportunities
• Developing successful organizational
• Organizational structure
• Managing the marketing process
• Strategic marketing
• Why marketing matters
• Strategic planning
• A successful future
• Analyzing your environment
• Finding your market position
• Developing your product
• học thuật marketing
• tiếng anh kinh tế
• tiếng anh markerting
• tiếng anh quảng cáo
• kế hoạch marketing
• Marketing channel
• Managing marketing channels
• Integrated marketing communications
• Direct marketing
• Ethical behavior
• Decision making
• Customer relationships
• Value through marketing
• Organizational markets
• Business marketing
• Implementing interactive
• Multichannel marketing
• Targeting markets
• Market segmentation
• Consumer behavior
• Consumer purchase decision process
• Reaching global consumers
• Making responsible decisions
• Segment consumer markets
• Developing new products
• Consumer products
• Pricing products
• Pricing approaches
• Value of retailing
• Retailing strategy
• Sales promotion
• Public relations
• Social media
• Social networks
• Personal selling
• Sales management
• Managing successful products
• Product life cycle
• Services marketing
• Marketing matters
• Strategic marketing process
• Marketing resources
• Environmental scanning
• Marketing ethics
• Social responsibility
• Customer insights