TAILIEUCHUNG - Ebook Marketing an introduction (13th edition): Part 2

(BQ) Part 2 book "Marketing an introduction" has contents: Marketing channels - delivering customer value; engaging customers and communicating customer value - advertising and public relations; personal selling and sales promotion; the global marketplace,.and other contents. | Find more at Part 1: Defining Marketing anD the Marketing Process (chaPters 1–2) Part 2: UnDerstanDing the MarketPlace anD cUstoMer ValUe (chaPters 3–5) Part 3: Designing a cUstoMer ValUe-DriVen strategy anD Mix (chaPters 6–14) Part 4: extenDing Marketing (chaPters 15–16) 10 Marketing channels chaPter roaD MaP Delivering customer Value objective outline objectiVe 10-1 explain why companies use marketing channels and discuss the functions these channels perform. Supply Chains and the Value Delivery Network (328–329); The Nature and Importance of Marketing Channels (329–331) objectiVe 10-4 explain how companies select, motivate, and evaluate channel members. Channel Management Decisions (343–346); Public Policy and Distribution Decisions (347) objectiVe 10-2 Discuss how channel members interact and how they organize to perform the work of the channel. Channel Behavior and Organization (332–339) objectiVe 10-5 Discuss the nature and importance of marketing logistics and integrated supply chain management. Marketing Logistics and Supply Chain Management (347–354) objectiVe 10-3 identify the major channel alternatives open to a company. Channel Design Decisions (339–343) Previewing the concepts We now look at the third marketing mix tool—distribution. companies rarely work alone in creating value for customers and building profitable customer relationships. instead, most are only a single link in a larger supply chain and marketing channel. as such, a firm’s success depends not only on how well it performs but also on how well its entire marketing channel competes with competitors’ channels. the first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions. We then examine physical distribution—or logistics—an area that has grown dramatically in importance and sophistication. in the next chapter, we’ll look more closely at two major channel intermediaries: retailers

• Marketing - Bán hàng
• Marketing an introduction
• Marketing channels
• Delivering customer value
• Engaging customers
• Communicating customer value
• Public relations
• Sales promotion
• Principles of marketing
• Introduction to Marketing
• Goal of marketing
• Definition of Marketing
• The Marketing Functions
• The Marketing Concept
• Marketing: An introduction
• Marketing management
• Defining marketing
• The marketing process
• Customer value driven marketing strategy
• Business buyer behavior
• Marketing strategy
• Build customer relationships
• The marketing environment
• Managing marketing information
• Branding strategy
• Extending marketing
• Sustainable marketing
• Supply chain management
• Marketing in the digital age
• The global marketplace
• Build customer engagement
• Analyzing the marketing environment
• Marketing environment
• Introduction to business
• Business systems
• Environment of business
• Business enterprise
• Business essentials
• Marketing processes
• Consumer behavior
• Target marketing
• Marketing research
• Lecture Introduction to Business
• Bài giảng Nhập môn kinh doanh
• Business introduction
• Potential customers
• Planning for marketing
• Marketing oriented stage
• Bài giảng English for marketing
• English for marketing
• Tiếng Anh chuyên ngành Marketing
• Marketing introduction
• Classification of products
• Relationship marketing
• Transactional marketing
• Basic Marketing
• Lecture Basic Marketing
• Marketing opportunities
• Strategic market planning
• Integrated marketing communications
• Strategic distribution
• Lecture English for marketing
• Marketing information
• Consumer behaviour
• Lecture Principles of Marketing
• Bài giảng Nguyên lý Marketing
• Introduction of Marketing
• Marketing mix 4P’s
• Gain customer insights
• Managing the product life cycle
• Mobile marketing
• Social media
• Entrepreneurial characteristics
• Business plan
• Marketing components
• Marketing mix
• Market segmentation
• Market targeting
• Decision support system
• Categories of market research
• kinh doanh
• marketing
• nhập môn marketing
• chiến lược marketing
• Marketing CommunicationsA
• Integrated Marketing
• IMC and Branding
• Coordinated Marketing
• Basic Elements
• Promotional Mix
• Certificate in Business Management
• Ebook Certificate in Business Management
• Production function
• Marketing function
• Human resources function
• Business mediator
• Business trip
• Economic democracy
• Electronic business
• Government ownership
• Travel marketing
• Tourism economics
• Airline product
• Understanding customer needs