TAILIEUCHUNG - Ebook Principles of marketing (16th edition): Part 2

(BQ) Part 2 book "Principles of marketing" has contents: Retailing and wholesaling, engaging customers and communicating customer value, advertising and public relations, personal selling and sales promotion, creating competitive advantage, the global marketplace, social responsibility and ethics,.and other contents. | PART 1: Defining Marketing and the Marketing Process (Chapters 1–2) PART 2: Understanding the Marketplace and Customer Value (Chapters 3–6) PART 3: Designing a Customer Value-Driven Strategy and Mix (Chapters 7–17) PART 4: Extending Marketing (Chapters 18–20) 11 Chapter Preview Pricing Strategies Additional Considerations In the previous chapter, you learned that price is an important marketing mix tool for both creating and capturing customer value. You explored the three main pricing strategies—customer value-based, cost-based, and competition-based pricing—and the many internal and external factors that affect a firm’s pricing decisions. In this chapter, we’ll look at some additional pricing considerations: new product pricing, product mix pricing, price adjustments, and initiating and reacting to price changes. We close the chapter with a discussion of public policy and pricing. For openers, let’s examine the importance of pricing in online retailing. In case you haven’t noticed, there’s a war going on—between Walmart, by far the world’s largest retailer, and Amazon, the planet’s largest online merchant. Each combatant brings an arsenal of potent weapons to the battle. For now, the focus is on price. But in the long run, it’ll take much more than low prices to win this war. The spoils will go to the company that delivers the best overall online customer experience and value for the price. AMAZON VS. WALMART: A Price War for Online Supremacy “W almart to Amazon: Let’s Rumble” read the by Walmart’s standards, online sales are growing at three times headline. Ali had Frazier. Coke has Pepsi. The the rate of physical-world sales. Within the next decade, online Yankees have the White Sox. And now, the two and mobile buying will capture as much as a third of all retail retail heavyweights are waging a war all their sales. Because Amazon owns online, its revenues have soared an own. The objective? Online supremacy. The weapon of .

• Kinh tế học
• Principles of marketing
• Engaging customers
• Communicating customer value
• Public relations
• Creating competitive advantage
• The global marketplace
• Social responsibility
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Marketing channels
• Supply chain management
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Personal selling
• Global marketplace
• Global marketing environment
• Global marketing program
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system