Kotler and Keller (2009‚ p. 482) define retailing to encompass all activities in selling goods or services to the final consumers for personal or business use irrespective of the type of organization‚ how the goods are sold or where the goods are sold. The retail sector accounts for a sizable share of the Philippine economy. Patalinghug (2001) claimed that the retail trade sector contributed on the average 10.7 percent of the Gross Domestic Product (GDP) from 1981 to 1999 and
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needs and wants through an exchange process’ process’ Kotler 1980 GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating‚ offering and exchanging products of value with others’ others’ Kotler 1991 GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING 5 Ps of Marketing Product Promotion Pricing Place (or
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1. The first step of successful price setting is selecting the pricing objective. There are five major objectives in pricing strategies: survival‚ maximum current profit‚ maximum market share‚ maximum market skimming and product-quality leadership. Out of these possible objectives‚ Sonic should focus on the survival objective. Sonic should pursue survival objective because its current market is highly preoccupied and filled with intense competition where consumer demands shift every day. Sonic is
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Summary Part1 Chapter 1 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 benefit the organization and its stakeholders. Marketing management is the art and science of choosing target markets and getting‚ keeping‚ and growing customers through creating‚ delivering‚ and communicating superior customer value. Marketers are skilled at managing demand: they seek
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Marketing Management Chapter 8 key points * To develop the best marketing plans‚ managers need to understand what makes each segment unique and different. * Effective target marketing requires: market segmentation; market targeting‚ and market positioning. * A market segment consists of a group of customers who share a similar set of needs and wants. Market segments are generally defined by looking at descriptive characteristics or behavioral considerations. * Geographic
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w !.4PJ’lf‚)’� r;K I 3 -r(H [D . .>-c. (2’171-- -‚ EARSON -- Prentice . Hall Pearson Education International Editorial Director: Sally Yagan Executive Editor: Melissa Sabella Director of Development: Steve Deitmer Development Editor: Elisa Adams Manager‚ Product Development: Ashley Santora Project Manager‚ Editorial: Melissa PeJlerano Assistant Editor‚ Media: Denise Vaughn Marketing Manager: Anne Falhgren Marketing Assistant: Susan Osterlitz Senior Managing Editor:
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religion‚ racial groupings and geographical location impact on consumer behaviour. Social stratification is also key when considering how to market a product which includes seven categories: 1) lower lowers 2) upper lowers 3) working class 4) middle class 5) upper middles 6) lower uppers 7) upper uppers. Social factors include reference groups‚ the family and roles and status. Reference groups expose an individual to new behaviours and lifestyles‚ influence attitudes and self concept‚ and create pressures
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Marketing Management 12 e PHILIP KOTLER & KEVIN LANE KELLER ISBN 0-13-145757-8 658.8—dc22 Note: all credits for contents goes to the original author. Summarized by Wawan Setiawan (winanci@gmail.com)Summarized by winanci@gmail.com 2 Redefining Marketing for 21 st Century ● Marketing is everywhere‚ but tricky ● It makes Marketing management difficult because it needs continuous improvementSummarized by winanci@gmail.com 3 The scope of marketing: What is marketing? (1) ● Marketing:
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Marketing Management By Philip‚ Kevin Lane Keller‚ Abraham Koshy‚ Mithileshwar Jha logo copy.tif SUMMARY by Chapter 4 Why Marketing Research? Successful Marketing Managers need timely‚ accurate and actionable information about consumers‚ competition and their brands to assess past performance‚ plan future activities and take strategic decisions leading to successful product launch or increase growth of a brand. Conducting Marketing Research and Forecasting Demand What is Marketing
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Chapter 5 Nordstrom Q1: How else can Nordstrom continue to provide exceptional customer service and increase brand loyalty? It could expand its CRM to reach more customers with their services. Compared to its competitors Nordstrom should improve on their online advertisements and presence. A more advanced feedback system will create more loyalty as customers realize that Nordstrom cares about their complaints. It also allows to improve on the service quality. Blogs that announce and review new
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