TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 15 – Kerin, Hartley, Rudelius

Chapter 15 provides knowledge of managing marketing channels and supply chains. This chapter explain what is meant by a marketing channel of distribution and why intermediaries are needed; distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems; describe factors that marketing executives consider when selecting and managing a marketing channel. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO1 Explain what is meant by a marketing channel of distribution and why intermediaries are needed. Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 15, YOU SHOULD BE ABLE TO: LO3 Describe factors that marketing executives consider when selecting and managing a marketing channel. Explain what supply chain and logistics management are and how they relate to marketing strategy. LO4 CALLAWAY GOLF: DESIGNING AND DELIVERING THE GOODS FOR GREAT GOLF FIGURE 15-1 The variety of terms used for marketing intermediaries that vary in specificity and use in consumer and business markets NATURE AND IMPORTANCE OF MARKETING CHANNELS THE VALUE CREATED BY INTERMEDIARIES LO1 Marketing Channel Functions .

• Marketing - Bán hàng
• Managing marketing channels
• Supply chains
• Marketing environment
• Marketing research
• Lecture Marketing
• Targeting marketing opportunities
• Lectures Marketing management
• Marketing management
• Designing managing integrated marketing
• Managing integrated marketing channels
• Marketing channels
• Value networks
• Marketing process
• Managing the marketing process
• Strategic marketing
• Tapping into Global Markets
• Managing a Holistic Marketing
• Developing Pricing Strategies
• New Market Offerings
• Global marketing
• Global product strategies
• Global markets
• Managing global distribution channels
• Managing global advertising
• Organizing for global marketing
• Satisfying marketing opportunities
• Marketing channel
• Setting product strategy
• Managing services
• Introducing new market offerings
• quản lý doanh nghiệp
• quản trị học
• phân tích thị trường
• thị trường kinh doanh
• kênh tiếp thị tích hợp
• Integrated marketing communications
• Direct marketing
• Developing successful marketing
• Organizational strategies
• 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