TAILIEUCHUNG - Lecture Understanding business (10/e): Chapter 13 - William G. Nickels, James M. McHugh, Susan M. McHugh

Chapter 13 - Marketing: Helping buyers buy. This chapter include objectives: Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations; describe the four p’s of marketing; summarize the marketing research process; show how marketers use environmental scanning to learn about the changing marketing environment; | Marketing: Helping Buyers Buy Chapter 13 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations. Describe the four P’s of marketing. Summarize the marketing research process. Show how marketers use environmental scanning to learn about the changing marketing environment. Explain how marketers apply the tools of market segmentation, relationship marketing and the study of consumer behavior. Compare the business-to-business market and the consumer market. LEARNING GOALS Chapter Thirteen 13- What is Marketing? Marketing -- The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large. WHAT’S MARKETING? LG1 13- Marketing today involves helping the buyer buy through: Websites that help buyers find the best price, identify .

• Quản trị kinh doanh
• Understanding business
• Business trends
• Business ownership
• Business management
• Management of human resources
• Nonprofit marketing
• Dialogue and Understanding
• Development Environment
• mapping Business Process Models
• Information State Update dialogue systems
• scientific reports
• model language
• process natural language
• The dynamic business environment
• Taking risks
• Understanding economics
• Global markets
• Demanding ethical
• Socially responsible behavior
• Introduction to business
• Business systems
• Environment of business
• Business enterprise
• Business essentials
• International business
• International business management
• Distributing products
• Integrated marketing communication
• Financial information
• Financial management
• Investing opportunities
• Financial institutions
• Nonprofit organization
• Resource development
• Dynamic global market
• Expectancy theory
• Major benefits
• Entrepreneurial team
• Strategic planning
• Tactical planning
• Structuring organizations
• Line organization
• Operations managemen
• Production management
• Motivating employees
• Job environment
• Laws protecting employees
• Labor unions
• Product development
• Sustainable Business in Vietnam
• Understanding from the industrial revolution 4 0
• Business creative innovation capacity
• Sustainable business solution
• Business in Vietnam
• Business plan
• Financing small business