[PDF] Top 20 Kotler14_basic.ppt 148KB Aug 31 2008 08:53:44 PM

... 14-4 Common Pricing Mistakes  Determine costs and take traditional industry margins  Failure to revise price to capitalize on market changes  Setting price independently of the [r] ... Lihat dokumen lengkap

... 18-9 Television Advantages  Reaches broad spectrum of consumers  Low cost per exposure  Ability to demonstrate product use  Ability to portray image and brand personality Di[r] ... Lihat dokumen lengkap

... 13-12 Gaps that Cause Unsuccessful Service Delivery  Gap between consumer expectation and management perception  Gap between management perception and service-quality specificatio[r] ... Lihat dokumen lengkap

... 22-6 Role of Marketing at the Corporate Level  To promote a culture of customer orientation  To be an advocate for the customer  To assess market attractiveness  To develop [r] ... Lihat dokumen lengkap

... 20-6 Criteria for Staffing Venture Teams  Desired team leadership style  Desired level of leader expertise  Team member skills and expertise  Level of interest in concept  Pote[r] ... Lihat dokumen lengkap

... 19-21 Workload Approach to Determining Sales Force Size  Customers are grouped into size classes  Desirable call frequencies are established  Number of accounts in each size clas[r] ... Lihat dokumen lengkap

... 21-9 Table 21.1 Global Marketing Advantages  Economies of scale  Lower marketing costs  Power and scope  Consistency in brand image  Ability to leverage  Uniformity of mar[r] ... Lihat dokumen lengkap

... 17-9 Figure 17.4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media [r] ... Lihat dokumen lengkap

... 16-13 Trends in Retailing  New retail forms and combinations  Growth of intertype competition  Competition between store-based and non-store-based retailing  Growth of giant re[r] ... Lihat dokumen lengkap

... 15-6 Buyer Expectations for Channel Integration  Ability to order a product online and pick it up at a convenient retail location  Ability to return an online-ordered product to a n[r] ... Lihat dokumen lengkap

... 12-16 Packaging has been influenced by:  Self-service  Consumer affluence  Company and brand image.[r] ... Lihat dokumen lengkap

... 9-9 Marketing Advantages of Strong Brands  Improved perceptions of product performance  Greater loyalty  Less vulnerable to competition  Less vulnerable to crises  Larger mar[r] ... Lihat dokumen lengkap

... 6-6 Fast Facts About American Culture  The average American chews 300 sticks of gum a year goes to the movies 9 times a year takes 4 trips per year... 6-7 Social Classes Upper[r] ... Lihat dokumen lengkap

... 4-13 Criteria for Evaluating Secondary Data  Specifications: Methodology Used to Collect the Data  Error: Accuracy of the Data  Currency: When the Data Were Collected  Ob[r] ... Lihat dokumen lengkap

... Components of a Research Design  Define the information needed Chapter 2  Design the exploratory, descriptive, and/or causal phases of the research Chapters 3 - 7  Specify the me[r] ... Lihat dokumen lengkap

... The Problem Definition Process Management Decision Problem Marketing Research Problem Tasks Involved Environmental Context of the Problem Step I: Problem Definition Step II: Approa[r] ... 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

... 10-7 Defining Associations Points-of-difference PODs  Attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the [r] ... Lihat dokumen lengkap

... 8-6 Flexible Marketing Offerings  Naked solution Product and service elements that all segment members value  Discretionary options Some segment members value Options may ca[r] ... Lihat dokumen lengkap

... 7-13 Methods of e-Procurement  Websites organized using vertical hubs  Websites organized using functional hubs  Direct extranet links to major suppliers  Buying alliances... 7-[r] ... Lihat dokumen lengkap