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Lecture Retailing management (6/e): Chapter 11 - Levy Weitz
Chapter 11 details approaches that retailers take to manage relationships with their customers. This chapter presents the following content: Customer relationship management, customer loyalty, can offering discounts achieve customer loyalty?...
5/21/2021 11:47:46 AM +00:00
Lecture Retailing management (6/e): Chapter 10 - Levy Weitz
Chapter 10 examines systems used to control the flow of information and merchandise. This chapter presents the following content: Supply chain management, strategic importance of supply chain management, illustration of supply chain, information and merchandise flow, flow of merchandise,...
5/21/2021 11:47:39 AM +00:00
Lecture Retailing management (6/e): Chapter 9 - Levy Weitz
Chapter 9 looks at the firm’s organization and human resource strategy. This chapter presents the following content: objectives of human resource management, human resource management challenges in retailing, increasing workforce diversity, organizational design considerations,...
5/21/2021 11:47:32 AM +00:00
Lecture Retailing management (6/e): Chapter 8 - Levy Weitz
Lecture Retailing management (6/e): Chapter 8 - Retail site location. This chapter presents the following content: Considerations in selecting area for locating store, issues in evaluating specific sites.
5/21/2021 11:47:24 AM +00:00
Lecture Retailing management (6/e): Chapter 7 - Levy Weitz
Lecture Retailing management (6/e) - Chapter 7: Retail locations. This chapter presents the following content: Elements in retail mix, why is store location important for a retailer? Types of retail locations, unplanned retail locations, central business district,...
5/21/2021 11:47:17 AM +00:00
Lecture Retailing management (6/e): Chapter 6 - Levy Weitz
Chapter 6 examines the financial strategy associated with the market strategy. The following will be discussed in this chapter: Retailing strategy, retailer objectives, financial tradeoff made by retailers to increase ROI, the strategic profit model, components of the strategic profit model,...
5/21/2021 11:47:10 AM +00:00
Lecture Retailing management (6/e): Chapter 5 - Levy Weitz
Chapter 5 - Retail marketing strategy. This chapter describes the development of a retail market strategy. In this chapter, we will address the following questions: What is a retail strategy? How can a retailer build a sustainable competitive advantage? What steps do retailers go through to develop a strategy? What different strategic growth opportunities can retailers pursue? What retailers are best positioned to become global retailers?
5/21/2021 11:47:03 AM +00:00
Lecture Retailing management (6/e): Chapter 4 - Levy Weitz
Lecture Retailing management (6/e) - Chapter 4: Customer buying behavior. This chapter discusses factors consumers consider when choosing stores and buying merchandise and explores trends in consumer demographic segments.
5/21/2021 11:46:55 AM +00:00
Lecture Retailing management (6/e): Chapter 3 - Levy Weitz
Lecture Retailing management (6/e) - Chapter 3: Multi-channel retailing. This chapter discusses the impact of electronic retailing and examines the strategies of successful e-tailers.
5/21/2021 11:46:49 AM +00:00
Lecture Retailing management (6/e): Chapter 2 - Levy Weitz
Lecture Retailing management (6/e) - Chapter 2: Types of retailers. This chapter describes the different types of retailers and how retailers are using the multichannel approach to attract customers.
5/21/2021 11:46:42 AM +00:00
Lecture Retailing management (6/e): Chapter 1 - Levy Weitz
Chapter 1 - Introduction to the world of retailing. Chapter 1 describes the role of retailing as a keystone to the Canadian economy, the functions retailers perform, and the variety of decisions they make to satisfy customers’ needs in the rapidly changing, highly competitive Canadian marketplace.
5/21/2021 11:46:35 AM +00:00
Chương trình giáo dục đại học ngành Quản trị Marketing – ĐH Đà Nẵng
Mục tiêu chung của chương trình giáo dục đại học ngành Quản trị Marketing là đào tạo và cung ứng các nhà quản trị và chuyên viên marketing chuyên nghiệp cho thị trường lao động quốc gia và quốc tế về lĩnh vực marketing. Mời các bạn cùng tham khảo để biết thêm các nội dung chi tiết về chương trình môn học.
5/21/2021 11:41:15 AM +00:00
Lecture Marketing management: Chapter 22 - Phillip Kotler, Kevin Lane Keller
Chapter 22 - Managing a holistic marketing organization for the long run. In this chapter, we will address the following questions: What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing skills? What tools are available to help companies monitor and improve their marketing activities?
5/21/2021 11:33:38 AM +00:00
Lecture Marketing management: Chapter 21 - Phillip Kotler, Kevin Lane Keller
Chapter 21 - Tapping into global markets. In this chapter, we will address the following questions: What factors should a company review before deciding to go abroad? How can companies evaluate and select specific foreign markets to enter? What are the differences between marketing in a developing and a developed market? What are the major ways of entering a foreign market?
5/21/2021 11:33:30 AM +00:00
Lecture Marketing management: Chapter 20 - Phillip Kotler, Kevin Lane Keller
Chapter 20 - Introducing new market offerings. After studying this chapter you will be able to understand: What challenges does a company face in developing new products and services? What organizational structures and processes do managers use to oversee new-product development? What are the main stages in developing new products and services? What is the best way to manage the new-product development process?
5/21/2021 11:33:23 AM +00:00
Lecture Marketing management: Chapter 19 - Phillip Kotler, Kevin Lane Keller
After studying this chapter you will be able to understand: How can companies conduct direct marketing for competitive advantage? How can companies carry out effective interactive marketing? How does word of mouth affect marketing success? What decisions do companies face in designing and managing a sales force? How can salespeople improve their selling, negotiating, and relationship marketing skills?
5/21/2021 11:33:12 AM +00:00
Lecture Marketing management: Chapter 18 - Phillip Kotler, Kevin Lane Keller
Chapter 18 - Managing mass communications: Advertising, sales promotions, events and experiences, and public relations. In this chapter, we will address the following questions: What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity?
5/21/2021 11:33:05 AM +00:00
Lecture Marketing management: Chapter 17 - Phillip Kotler, Kevin Lane Keller
Chapter 17 - Designing and managing integrated marketing communications. In this chapter, we will address the following questions: What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications? What is the communications mix, and how should it be set? What is an integrated marketing communication program?
5/21/2021 11:32:58 AM +00:00
Lecture Marketing management: Chapter 16 - Phillip Kotler, Kevin Lane Keller
Chapter 16 - Managing retailing, wholesaling, and logistics. In this chapter, we will address the following questions: What major types of marketing intermediaries occupy this sector? What marketing decisions do these marketing intermediaries make? What are the major trends with marketing intermediaries? What does the future hold for private label brands?
5/21/2021 11:32:51 AM +00:00
Lecture Marketing management: Chapter 15 - Phillip Kotler, Kevin Lane Keller
Chapter 15 - Designing and managing integrated marketing channels. In this chapter, we will address the following questions: What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What are the key issues with e-commerce and m-commerce?
5/21/2021 11:32:40 AM +00:00
Lecture Marketing management: Chapter 14 - Phillip Kotler, Kevin Lane Keller
Chapter 14 - Developing pricing strategies and programs. In this chapter, we will address the following questions: How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company adapt prices to meet varying circumstances and opportunities? When should a company initiate a price change? How should a company respond to a competitor’s price change?
5/21/2021 11:32:33 AM +00:00
Lecture Marketing management: Chapter 13 - Phillip Kotler, Kevin Lane Keller
Chapter 13 - Designing and managing services. In this chapter, we will address the following questions: How do we define and classify services, and how do they differ from goods? What are the new services realities? How can we achieve excellence in services marketing? How can we improve service quality? How can goods marketers improve customer-support services?
5/21/2021 11:32:24 AM +00:00
Lecture Marketing management: Chapter 12 - Phillip Kotler, Kevin Lane Keller
Chapter 12 - Setting product strategy. In this chapter, we will address the following questions: What are the characteristics of a product, and how do marketers classify products? How can companies differentiate products? Why is product design important and what factors affect a good design? How can a company build and manage its product mix and product lines?
5/21/2021 11:32:15 AM +00:00
Lecture Marketing management: Chapter 11 - Phillip Kotler, Kevin Lane Keller
Chapter 11 - Competitive dynamics. In this chapter, we will address the following questions: How can market leaders expand the total market and defend market share? How should market challengers attack market leaders? How can market followers or niche compete effectively? What marketing strategies are appropriate at each stage of the PLC? How should marketers adjust their strategies and tactics for an economic downturn or recession?
5/21/2021 11:32:08 AM +00:00
Lecture Marketing management: Chapter 10 - Phillip Kotler, Kevin Lane Keller
Chapter 10 - Crafting the brand position. In this chapter, we will address the following questions: How can a firm develop and establish an effective positioning in the market? How do marketers identify and analyze competition? How are brands successfully differentiated? What are the differences in positioning and branding with a small business?
5/21/2021 11:31:59 AM +00:00
Lecture Marketing management: Chapter 9 - Phillip Kotler, Kevin Lane Keller
Chapter 9 - Creating brand equity. In this chapter, we will address the following questions: How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process?
5/21/2021 11:31:48 AM +00:00
Lecture Marketing management: Chapter 8 - Phillip Kotler, Kevin Lane Keller
Chapter 8 - Identifying market segments and targets. In this chapter, we will address the following questions: What are the different levels of market segmentation? In what ways can a company divide a market into segments? What are the requirements for effective segmentation? How should business markets be segmented? How should a company choose the most attractive target markets?
5/21/2021 11:31:40 AM +00:00
Lecture Marketing management: Chapter 7 - Phillip Kotler, Kevin Lane Keller
Chapter 7 - Analyzing business markets. In this chapter, we will address the following questions: What is the business market, and how does it differ from the consumer market? What buying situations do organizational buyers face? Who participates in the B2B buying process? How do business buyers make their decisions? How can companies build strong relationships with business customers? How do institutional buyers and government agencies do their buying?
5/21/2021 11:31:29 AM +00:00
Lecture Marketing management: Chapter 6 - Phillip Kotler, Kevin Lane Keller
Chapter 6 - Analyzing consumer markets. In this chapter, we will address the following questions: How do consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How do consumers make purchasing decisions? In what ways do consumers stray from a deliberative, rational decision process?
5/21/2021 11:31:22 AM +00:00
Lecture Marketing management: Chapter 5 - Phillip Kotler, Kevin Lane Keller
Chapter 5 - Creating long-term loyalty relationships. In this chapter, we will address the following questions: What are customer value, satisfaction, and loyalty, and how can companies deliver them? What is the lifetime value of customers, and how can marketers maximize it? How can companies attract and retain the right customers and cultivate strong customer relationships? What are the pros and cons of database marketing?
5/21/2021 11:31:14 AM +00:00