TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 22 – Kerin, Hartley, Rudelius

After reading chapter 22, you should be able to: Explain how marketing managers allocate their limited resources, describe Porter’s generic business strategies and synergy analysis planning frameworks, explain what makes an effective marketing plan;. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. LO2 Describe two marketing planning frameworks: Porter’s generic business strategies and synergy analysis. Explain what makes an effective marketing plan. LO3 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Explain how marketing managers allocate their limited resources. LO1 LO5 Describe the alternatives for organizing a marketing department and the role of a product manager. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: Use a Gantt chart to schedule a series of tasks. LO4 LO6 Explain how marketing ROI, metrics, and dashboards relate to evaluating marketing programs. REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Cereal Industry Facts of Life Decline in RTE Cereals 1 of 4 Brands Succeeds High New-Product Risk REACHING TODAY’S ON-THE-GO CONSUMER BY BREAKING THE RULES AT “BIG G” Conflicting Consumer Intentions/Actions .

• Marketing - Bán hàng
• Marketing environment
• Marketing research
• Lecture Marketing
• Targeting marketing opportunities
• Strategic marketing process
• Marketing resources
• Marketing strategies
• Lecture M Marketing
• Analyzing the marketing environment
• Corporate partners
• Principles of Marketing
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• Marketing strategy
• Economic environment
• Company’s microenvironment
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• Responding To The Marketing Environment
• Marketers operate
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