Đồ án, luận văn, do an, luan van

Một số khái niệm Fad: hiện tượng, phong trào, không thể dự đoán, đột biến và không có ý nghĩa kinh tế, chính trị hay xã hội. VD: Harry Potter Trend: khuynh hướng, dễ dự đoán và bền vững hơn VD: thế giới di động cell phone, notebooks

38 trang | Chia sẻ: thanhlam12 | Ngày: 04/01/2019 | Lượt xem: 714 | Lượt tải: 0

Nội dung chương 1. Hiểu các khái niệm về tiếp thị 2. Tìm hiểu các nội dung trong hỗn hợp marketing (Marketing mix) và qui trình marketing 3. Thảo luận về vai trò của marketing trong kinh doanh

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Differences in Language and Nonverbal Behaviors Americans are near the bottom of the languages skills list Americans don’t like side conversations by foreigners in their native language The variation across cultures is greater when comparing linguistic aspects of language and nonverbal behaviors than when the verbal content of negotiations is c...

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Pricing Policy Parallel Imports Parallel imports Develop when importers buy products from distributors in one country and sell them in another to distributors who are not part of the manufacturer’s regular distribution system Occur whenever price differences are greater than cost of transportation between two markets Major problem for pharmaceu...

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Overview Designing the sales force Recruiting marketing and sales personnel Selecting sales and marketing personnel Training for international marketing Motivating sales personnel Designing compensation systems Evaluating and controlling sales representatives Preparing U.S. personnel for foreign assignments Developing cultural awareness T...

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Introduction Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations All these mutually reinforcing elements of the marketing mix have as their common objective the successful sale of a product or service For most companies, advertising and pers...

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Channel-of-Distribution Structures All consumer and industrial products eventually go through a distribution process Physical handling and distribution of goods Passage of ownership Buying and selling negotiations between producers and middlemen Buying and selling negotiations between middlemen and customers Each country market has a distribu...

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Introduction Issues of standardization versus adaptation Less relevance to marketing industrial goods than consumer goods Factors accounting for greater market similarities in customers of industrial goods versus consumer goods The inherent nature of the product (industrial products and services are used in the process of creating other goods...

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Maintaining Quality Damage in the distribution chain Russian chocolate Quality is essential for success in today’s competitive global market The decision to standardize or adapt a product is crucial in delivering quality

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Global Marketing Management The trend back toward localization Caused by the new efficiencies of customization Made possible by the Internet Increasingly flexible manufacturing processes From the marketing perspective customization is always best Global markets continue to homogenize and diversify simultaneously Best companies will avoid...

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