TAILIEUCHUNG - Lecture Business: A changing world (4/e): Chapter 13 - O.C. Ferrell, Geoffrey Hirt

Chapter 13 - Dimensions of marketing strategy. Learning objectives of this chapter include: Describe the role of product in the marketing mix, including how products are developed, classified, and identified; define price and discuss its importance in the marketing mix, including various pricing strategies a firm might employ; identify factors affecting distribution decisions, such as marketing channels and intensity of market coverage;. | Chapter Thirteen Dimensions of Marketing Strategy The Key to Successful Marketing Strategy The Right Marketing Mix to Satisfy the Customer: The Right Product The Right Promotion The Right Price The Right Distribution The Right Product Strategy To satisfy the target market To create long-term relationships with customers FAST FACT: Domino’s is the largest privately held restaurant chain in the world. In one year in the US, Domino’s used million pounds of pepperoni and 146 million pounds of mozzarella cheese. Source: Domino’s Web site, (accessed August 24, 2001). Developing New Products Idea Development Screening New Ideas Commercialization Business Analysis Product Development Test Marketing FAST FACT: In 2001, Microsoft planned to spend $4 billion on R&D. Source: Rebecca Buckman, “Window into the future,” Wall Street Journal, June 25, 2001, p. R19. Classifying Products Consumer Products Industrial Products Classifications of Consumer .

• Quản trị kinh doanh
• Changing world
• Organizing business
• Operations management
• Economic systems
• Marketing strategy
• Dimensions of marketing strategy
• Systems Analysis
• Design in a Changing World
• Information systems
• Systems development
• Systems design
• Types of information systems
• lasting happiness
• How to be Happy
• Changing the World
• happier life
• art of living
• a good life
• philosophy of life
• the art of making people
• Systems development life cycle
• Traditional approach
• Object oriented approach
• Project management
• Management skills
• Information system projects
• Project planning of SDLC
• Analysis phase of SDLC
• Investigating system requirements
• System requirements
• Logical mode
• Modeling systems requirements
• Information system models
• System requirements
• Requirements model
• Object Oriented Views
• IE approaches
• Evaluating alternatives
• Prioritize systems requirements
• Genaral alternatives
• Review recommendation
• Moving to design
• Analysis objectives
• design Objectives
• The traditional approach to design
• Structured model
• Model development process
• Structured design models
• Designing databases
• OO data models
• Database management system
• Relational databases
• Designing the user interface
• System interfaces
• OO approach
• User interfaces
• Program development
• Framework development
• Source Code Control
• Software testing
• Nature of business
• Study business
• Business ethics
• Social responsibility
• International business
• Comparative advantage
• Managing information technology
• Management information systems
• The articles of incorporation
• Options for organizing business
• Small business
• Small business ownership
• Organizational objectives
• The nature of management
• Functional departmentalization
• Formal communication
• Transformation process
• Motivating the workforce
• Motivation process
• Managing human resources
• Job analysis