[PDF] Top 20 Kotler08_media.ppt 3889KB Aug 31 2008 10:10:18 PM

... 8-30 Steps in Segmentation Process Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test... 8-34 Effe[r] ... Lihat dokumen lengkap

... Lifestyle: Who We Are, What We Do • Lifestyle: – A pattern of consumption reflecting a person’s choices of how he or she spends time and money • Lifestyle Marketing Perspective: – R[r] ... Lihat dokumen lengkap

... Selected Marketing Research Career Descriptions Vice President of Marketing Research • Part of company’s top management team • Directs company’s entire market research operation [r] ... Lihat dokumen lengkap

... updates, The New York Times created a separate unit, The New York Times Electronic Media Co. The New York Times on the Web (www.nytimes.com) has drawn over 10 million registrants as of 2003. The database contains ... Lihat dokumen lengkap

... 11-9 Factors Relevant to Pursuing Increased Market Share  Possibility of provoking antitrust action  Economic cost  Pursuing the wrong marketing-mix strategy  The effect of incr[r] ... Lihat dokumen lengkap

... Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that [r] ... Lihat dokumen lengkap

... 21-12 Table 21.1 Global Marketing Advantages • Economies of scale • Lower marketing costs • Power and scope • Consistency in brand image • Ability to leverage • Uniformity of marke[r] ... Lihat dokumen lengkap

... 20-6 Factors That Limit New Product Development • Shortage of ideas • Fragmented markets • Social and governmental constraints • Cost of development • Capital shortages... 20-8 Ve[r] ... Lihat dokumen lengkap

... 19-4 Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices... 19-5 Public Issues in Direct Marketing Irritation..[r] ... Lihat dokumen lengkap

... 18-7 Factors to Consider in Setting an Advertising Budget Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency... 18-8 Devel[r] ... Lihat dokumen lengkap

... 17-15 Figure 17.4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget... 17-18 Communi[r] ... Lihat dokumen lengkap

... MARKETING MANAGEMENT 12th edition 15 Designing and Managing Value Networks and Channels... 15-2 Chapter Questions • What is a marketing channel system and value network?[r] ... Lihat dokumen lengkap

... 12-15 The Product Hierarchy Need family Product family Product class Product line Product type... 12-17 Product Line Analysis Convenience items Core product Staples..[r] ... Lihat dokumen lengkap

... Price-7-13 Handling Price-Oriented Customers Limit quantity purchased Limit quantity purchased Allow no refunds Allow no refunds Make no adjustments Make no adjustments... 7-14 Koda[r] ... Lihat dokumen lengkap

... 2-18 Good Mission Statements Focus on limited number of goals Focus on limited number of goals Stress major policies and values Stress major policies and values... 2-19 Major Competi[r] ... Lihat dokumen lengkap

... Goods Goods Services Services Events & Experiences Events & Experiences Persons Persons Places & Properties Places & Properties... 1-14 Marketing Ideas: Friends Don’t Let Friends D[r] ... Lihat dokumen lengkap

... • Specific Needs and Buying Behavior: – Need for achievement: To attain personal accomplishment – Need for affiliation: To be in the company of others – Need for power: To control one’[r] ... Lihat dokumen lengkap

... Sex Roles • Sex Identity: – An important component of a consumer’s self concept • Gender Differences in Socialization: – Agentic goals Males: Stress self assertion and mastery... S[r] ... Lihat dokumen lengkap

... Temporal Factors • Economic Time: – Time is an economic variable i.e., it is a resource that must be allocated – Time Poverty: A consumer’s feeling that they are pressed for time [r] ... Lihat dokumen lengkap

... 5-24 CRM Strategies Reduce the rate of defection Reduce the rate of defection Increase longevity Increase longevity Enhance “share of wallet” Enhance “share of wallet” Terminate low[r] ... Lihat dokumen lengkap