Tài liệu miễn phí Marketing - Bán hàng
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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 21 - George E. Belch, Michael A. Belch
Chapter 21 - Evaluating the social, ethical, and economic aspects of advertising and promotion. The main goals of this chapter are: To consider various perspectives concerning the ethical aspects of advertising and promotion, to consider various perspectives concerning the social aspects of advertising and promotion, to evaluate the social criticisms of advertising.
4/11/2023 10:36:17 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 20 - George E. Belch, Michael A. Belch
Chapter 20 - Regulation of advertising and promotion. The main goals of this chapter are: To examine how advertising is regulated, including the role and function of various regulatory agencies; to examine self-regulation of advertising and evaluate its effectiveness; to consider how advertising is regulated by federal and state government agencies, including the Federal Trade Commission.
4/11/2023 10:36:10 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 19 - George E. Belch, Michael A. Belch
Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising and promotion decisions, to consider the pros and cons of global versus localized marketing and advertising.
4/11/2023 10:36:04 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 18 - George E. Belch, Michael A. Belch
Chapter 18 - Measuring the effectiveness of the promotional program. The main goals of this chapter are: To understand reasons for measuring promotional program effectiveness, to know the various measures used in assessing promotional program effectiveness, to understand the requirements of proper effectiveness research, to evaluate alternative methods for measuring promotional program effectiveness.
4/11/2023 10:35:56 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch
Chapter 17 - Public relations, publicity, and corporate advertising. The main goals of this chapter are: To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix; to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each; to understand the reasons for corporate advertising and its advantages and disadvantages.
4/11/2023 10:35:49 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 16 - George E. Belch, Michael A. Belch
Chapter 16 - Sales promotion. The main goals of this chapter are: To understand the role of sales promotion in a company's integrated marketing communications program and to examine why it is increasingly important, to examine the various objectives of sales promotion programs, to examine the types of consumer and trade-oriented sales promotion tools and the factors to consider in using them.
4/11/2023 10:35:37 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 15 - George E. Belch, Michael A. Belch
Chapter 15 - The internet: Digital and social media. The main goals of this chapter are: To understand the role of the Internet and digital and social media in an IMC program; to understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process; to understand how to evaluate the effectiveness of communications through the Internet, and digital and social media.
4/11/2023 10:35:31 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 14 - George E. Belch, Michael A. Belch
Chapter 14 - Direct marketing. The main goals of this chapter are: To recognize the area of direct marketing as a communications tool, to know the strategies and tactics involved in direct marketing, to demonstrate the use of direct-marketing media, to determine the scope and effectiveness of direct marketing.
4/11/2023 10:35:24 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 13 - George E. Belch, Michael A. Belch
Chapter 13 - Support media. The main goals of this chapter are: To examine the role of support media in the IMC program, to recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program, to develop an understanding of the advantages and disadvantages of support media, to know how audiences for support media are measured.
4/11/2023 10:35:18 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch
Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined;...
4/11/2023 10:35:11 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 11 - George E. Belch, Michael A. Belch
Chapter 11 - Evaluation of media: Television and radio. After completing this unit, you should be able to: To examine the structure of the television and radio industries and the role of each medium in the advertising program; to consider the advantages and limitations of TV and radio as advertising media; to explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined;...
4/11/2023 10:35:05 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 10 - George E. Belch, Michael A. Belch
Chapter 10 - Media planning and strategy. After completing this unit, you should be able to: To understand the key terminology used in media planning, to know how a media plan is developed, to know what constitutes media objectives, to know the process of developing and implementing media strategies,...
4/11/2023 10:34:58 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 9 - George E. Belch, Michael A. Belch
Chapter 9 - Creative strategy: Implementation and evaluation. After completing this unit, you should be able to: To analyze various types of appeals that can be used in the development and implementation of an advertising message, to analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate, to analyze various tactical issues involved in the creation of print advertising and TV commercials,...
4/11/2023 10:34:52 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 8 - George E. Belch, Michael A. Belch
Chapter 8 - Creative strategy: Planning and development. After completing this unit, you should be able to: To discuss what is meant by advertising creativity and examine the role of creative strategy in advertising, to consider the process that guides the creation of advertising messages and the research inputs into the stages of the creative process, to examine creative strategy development and the roles of various client and agency personnel involved in it,...
4/11/2023 10:34:45 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 7 - George E. Belch, Michael A. Belch
Chapter 7 - Establishing objectives and budgeting for the promotional program. After completing this unit, you should be able to: To recognize the importance and value of setting specific objectives for advertising and promotion, to understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives, to know the differences between sales and communications objectives and the issues regarding the use of each,...
4/11/2023 10:34:38 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch
Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,...
4/11/2023 10:34:31 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 5 - George E. Belch, Michael A. Belch
Chapter 5 - The communication process. After completing this unit, you should be able to: To understand the basic elements of the communication process and the role of communications in IMC, to examine various models of the communication process, to understand the important role of word-of-mouth influence and viral marketing,...
4/11/2023 10:34:23 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 4 - George E. Belch, Michael A. Belch
Chapter 4 - Perspectives on consumer behavior. After completing this unit, you should be able to: To understand the role consumer behavior plays in the development and implementation of advertising and promotional programs; to understand the consumer decision-making process and how it varies for different types of purchases; to understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion;...
4/11/2023 10:34:14 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 3 - George E. Belch, Michael A. Belch
Chapter 3 - Organizing for advertising and promotion: The role of ad agencies and other marketing communication organizations. After completing this unit, you should be able to: To understand how companies organize for advertising and other aspects of integrated marketing communications, to evaluate the advantages and disadvantages of the various ways companies organize for advertising and promotion, to understand the role of advertising agencies and the services they perform as well as the various types of agencies and media specialist companies,...
4/11/2023 10:34:08 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 2 - George E. Belch, Michael A. Belch
Chapter 2 - The role of IMC in the marketing process. After reading the material in this chapter, you should be able to: To understand the marketing process and the role of advertising and promotion in an organization's integrated marketing program, to understand the concept of target marketing in an integrated marketing communications program, to recognize the role of market segmentation and its use in an integrated marketing communications program,...
4/11/2023 10:34:00 AM +00:00
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 1 - George E. Belch, Michael A. Belch
Chapter 1 - An introduction to integrated marketing communications. After reading the material in this chapter, you should be able to: To examine the marketing communication function and the growing importance of advertising and other promotional elements in the marketing programs of domestic and foreign companies, to introduce the concept of integrated marketing communications (IMC) and consider how it has evolved.
4/11/2023 10:33:53 AM +00:00
Màu sắc bao bì sản phẩm nước giải khát ảnh hưởng đến hành vi mua hàng ngẫu hứng của khách hàng tại cửa hàng tiện lợi trên địa bàn Thành phồ Hồ Chí Minh
Bài viết Màu sắc bao bì sản phẩm nước giải khát ảnh hưởng đến hành vi mua hàng ngẫu hứng của khách hàng tại cửa hàng tiện lợi trên địa bàn Thành phồ Hồ Chí Minh xác định các yếu tố màu sắc bao bì sản phẩm ảnh hưởng đến hành vi mua hàng ngẫu hứng của người tiêu dùng thông qua các biến trung gian như Sự hưng phấn, Sự thôi thúc và Mua ngoài kế hoạch. Nghiên cứu định tính được thực hiện để đánh giá thang đo sử dụng trong nghiên cứu, sau đó tiến hành nghiên cứu định lượng khảo sát 300 người tiêu dùng mua sản phẩm nước giải khát tại cửa hàng tiện lợi ở Thành phố Hồ Chí Minh.
4/11/2023 9:59:00 AM +00:00
Phân tích đối thủ cạnh tranh của Coca Cola
Bài viết Phân tích đối thủ cạnh tranh của Coca Cola giới thiệu tổng quan về Coca Cola và tổng hợp 20 đối thủ cạnh tranh của Coca Cola. Phân tích, tìm hiểu về chiến lược kinh doanh của các đối thủ để từ đó rút ra bài học để phát triển và thúc đẩy kinh doanh của công ty.
4/11/2023 9:18:11 AM +00:00
Phân tích đối thủ cạnh tranh của Apple
Bài viết Phân tích đối thủ cạnh tranh của Apple tổng hợp 20 đối thủ cạnh tranh của Apple trong từng lĩnh vực như: Điện thoại thông minh; máy tính cá nhân; dịch vụ; thiết bị đeo thông minh, nhà thông minh, phụ kiện. Phân tích chuyên sâu về các đối thủ cạnh tranh để từ đó rút ra những bài học về chiến lược kinh doanh cũng như nâng cao phát triển thương hiệu của mình.
4/11/2023 9:18:04 AM +00:00
Phân tích đối thủ cạnh tranh của Amazon
Bài viết Phân tích đối thủ cạnh tranh của Amazon trong các mảng thị trường bán lẻ, thương mại điện tử, dịch vụ phát trực tuyến, dịch vụ Web và Trợ lý ảo AI. Trình bày về 20 đối thủ cạnh tranh của Amazon theo từng lĩnh vực. Từ đó rút ra được những bài học về cơ hội và thách thức đối với lĩnh vực kinh doanh trong thị trường bán lẻ của Amazon.
4/11/2023 9:17:58 AM +00:00
Bí quyết quảng cáo thành công: Phần 2
Nối tiếp phần 1, phần 2 của tài liệu Bí quyết quảng cáo thành công trình bày các nội dung chính sau: Chiến lược quảng cáo; Sử dụng hàng mẫu; Dựa vào thương lái; Quảng cáo tiêu cực; Thương hiệu; Quảng cáo sao cho có hiệu quả. Mời các bạn cùng tham khảo để nắm nội dung chi tiết.
4/11/2023 2:10:25 AM +00:00
Bí quyết quảng cáo thành công: Phần 1
Tài liệu Bí quyết quảng cáo thành công phần 1 trình bày các nội dung chính sau: Quá trình hình thành các quy tắc quảng cáo; Quảng cáo chính là bán hàng; Chào bán dịch vụ; Quảng cáo bán hàng theo thư đặt hàng; Đầu đề quảng cáo;... Mời các bạn cùng tham khảo để nắm nội dung chi tiết.
4/11/2023 2:10:14 AM +00:00
Nghiên cứu marketing chiều sâu: Phần 2
Nối tiếp phần 1, phần 2 của tài liệu Nghiên cứu marketing chiều sâu tiếp tục trình bày chân lý và lời khuyên khích lệ: Marketing chiều sâu thực sự suy nghĩ vì khách hàng; Thuyết phục khách hàng; Kỹ năng mời chào sản phẩm;... Mời các bạn cùng tham khảo để nắm nội dung chi tiết.
4/10/2023 10:12:06 AM +00:00
Nghiên cứu marketing chiều sâu: Phần 1
Tài liệu Nghiên cứu marketing chiều sâu phần 1 trình bày các nội dung chính sau: Marketing chiều sâu và marketing thuyết phục; Chân lý kiểm nghiệm thực tiễn và lời khuyên thực thi có hiệu quả;... Mời các bạn cùng tham khảo để nắm nội dung chi tiết.
4/10/2023 10:11:38 AM +00:00
Giáo trình Marketing (Nghề: Kế toán doanh nghiệp - Trình độ CĐ/TC) - Trường Cao đẳng Nghề An Giang
Giáo trình Marketing nhấn mạnh tầm quan trọng của Marketing như một chức năng không thể thiếu trong kinh doanh: bộ phận Marketing trong công ty sẽ thực hiện vai trò như một cầu nối giữa khách hàng và các bộ phận khác trong doanh nghiệp, để đạt tới mục tiêu thỏa mãn nhu cầu cho khách hàng một cách tốt nhất bằng cách mang lại các giá trị cho họ và tìm kiếm doanh thu, lợi nhuận cũng như hướng công ty đạt tới tầm nhìn, sứ mạng của mình. Mời các bạn cùng tham khảo!
4/10/2023 9:52:36 AM +00:00