TAILIEUCHUNG - Lecture Marketing (12/e): Chapter 22 – Kerin, Hartley, Rudelius

Chapter 22 - Pulling it all together: the strategic marketing process. After reading chapter 22, you should be able to: Explain how marketing managers allocate their limited resources, describe Porter’s generic business strategies and synergy analysis planning frameworks, explain what makes an effective marketing plan,. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-1 Explain how marketing managers allocate their limited resources. LO 22-3 Explain what makes an effective marketing plan. LO 22-2 Describe Porter’s generic business strategies and synergy analysis planning frameworks. 22- LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 22, YOU SHOULD BE ABLE TO: LO 22-4 Use a time-based agenda and an action item list to conduct a meeting. LO 22-5 Describe an organization’s marketing department and the role of a product manager. LO 22-6 Explain the use of marketing ROI, metrics, and dashboards in evaluating marketing programs. 22- WARM DELIGHTS FOR TODAY’S ON-THE-GO CONSUMERS Breaking the Rules at “Big G” Cereal Industry Facts of Life Warm Delights Warm Delights Minis Expense Success Rate Market Decline 22- .

• Marketing - Bán hàng
• Strategic marketing process
• Allocating marketing resources
• Marketing process
• Lecture Marketing
• Managing the marketing process
• Strategic marketing
• Consumer behavior
• Purchase decision process
• Services marketing
• Marketing matters
• Integrated marketing communications
• Direct marketing
• Contemporary marketing
• The marketing process
• Strategic planning
• E business in contemporary marketing
• Global marketing
• Marketing plan
• Business plans
• Marketing research
• Customer insights
• Final price
• Marketing insite
• Financial aspects
• Financial aspects of marketing
• Creating customer relationships
• Value through marketing
• Marketing environment
• Environmental scanning
• Marketing ethics
• Social responsibility
• Organizational markets
• Business marketing
• Managing marketing channels
• Supply chains
• Implementing interactive
• Multichannel marketing
• Price foundation
• Revenues in pricing decisions
• Developing successful organizational
• Organizational structure
• Reaching global consumers
• Dynamics of world trade
• Targeting markets
• Market segmentation
• Developing new products
• Consumer products
• Managing successful products
• Product life cycle
• Retailing strategy
• Value of retailing
• Sales promotion
• Public relations
• Social media
• Social networks
• Personal selling
• Sales management