TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 21 – Kerin, Hartley, Rudelius

This chapter describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences; explain why certain types of products and services are particularly suited for interactive marketing; identify the demographic and lifestyle profile of online consumers; describe why consumers shop and buy online and how marketers influence online purchasing behavior. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Identify the demographic and lifestyle profile of online consumers. Explain why certain types of products and services are particularly suited for interactive marketing. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe what interactive marketing is and how it creates customer value, customer relationships, and customer experiences. LO1 LO5 Define cross-channel shoppers and the role of transactional and promotional websites in reaching these shoppers. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 21, YOU SHOULD BE ABLE TO: Describe why consumers shop and buy online and how marketers influence online purchasing behavior. LO4 SEVEN CYCLES. ONE BIKE. YOURS. CREATING CUSTOMER VALUE, RELATIONSHIPS, AND EXPERIENCES IN MARKETSPACE CUSTOMER VALUE CREATION IN MARKETSPACE LO1 Marketplace Marketspace Form Utility Possession Utility Time Utility FIGURE 21-1 Trend

• Marketing - Bán hàng
• Marketing environment
• Marketing research
• Lecture Marketing
• Targeting marketing opportunities
• Implementing interactive
• Multichannel marketing
• Marketing strategies
• Lecture M Marketing
• Analyzing the marketing environment
• Corporate partners
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Economic environment
• Company’s microenvironment
• The Companys MicroEnvironment
• Responding To The Marketing Environment
• Marketers operate
• Marketing Intermediaries
• Marketing process
• Demographic environment
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Competitive environment
• Lecture Marketing research
• Nghiên cứu thị trường
• External marketing environment
• Marketing concept
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Environmental scanning
• Bài giảng Nguyên lý marketing
• Company’s internal environment
• Evaluating opportunities
• Changing marketing environment
• Legal environment
• Global marketing management
• Globalizationi mperative
• Financial environment
• Global cultural environment
• Buying behavior
• Global marketing
• Assessing global markets
• International marketing
• Lecture International marketing
• Marketing quốc tế
• Chiếc lược marketing
• Political environment
• Developing marketing strategies
• Marketing plan
• Value communication
• Globalization imperative
• Economic development
• Marketing barriers
• Ebook Global Marketing
• Global marketing environment
• Global trade environment
• Cultural Environments
• Global Information Systems
• Mobile marketing
• Social media
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• Marketing ethics
• Firm’s marketing strategy
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• Business to business marketing
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• B2B buying process