TAILIEUCHUNG - Lecture Marketing management: Chapter 15 - Phillip Kotler, Kevin Lane Keller

Chapter 15 - Designing and managing integrated marketing channels. In this chapter, we will address the following questions: What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What are the key issues with e-commerce and m-commerce? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Designing and Managing Integrated Marketing Channels Chapter 15 Discussion Questions What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? Discussion Questions What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What are the key issues with e-commerce and m-commerce? Sets of interdependent organizations participating in the process of making a product or service available for use or consumption. Marketing Channels Most producers do not sell their goods directly to final users. Between producers and final users stands one or more marketing channels, a host of marketing intermediaries performing a variety of functions. Intermediaries Merchants Agents Facilitators Merchants (wholesalers and retailers) buy, take title to, and resell merchandise. Agents .

• Marketing - Bán hàng
• Marketing management
• Lecture Marketing management
• Marketing strategies
• Marketing plan
• Integrated marketing
• Integrated marketing channels
• Core marketing
• Marketing mix
• Marketing management tasks
• Lectures Marketing management
• Defining marketing for the 21st century
• The importance of marketing
• The scope of marketing
• The new marketing realities
• Conducting marketing research
• What constitutes good marketing research
• Review investment Completed investment
• Marketing expenses
• Marketing performance measurement
• Managing a holistic marketing organization
• Holistic marketing organization
• Trends in marketing practices
• Organizing the marketing department
• Defining Marketing for the 21st Century
• The goal of marketing is
• Core marketing concepts
• Global marketing
• Global marketing management
• Lecture Global marketing management
• Global marketing research
• Global marketing strategies
• Global marketing operations
• Direct marketing
• Marketing skills
• Marketing research
• Marketing communications
• Managing integrated marketing communications
• Sales management
• Import management
• Advanced diploma in business management
• Business management
• Strategic marketing management
• Product management
• Brand management
• Global internet marketing
• Sustainable marketing