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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Technological Education Institute of Piraeus Business School Management Information System & New Technology Lab LOGO CONTENTS About Marketing Marketing - Product Marketing - Promotion Marketing Strategy E - Marketing GeoInformation and ICT in Market Research – Marketing Notes ABOUT MARKETING GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING Marketing is
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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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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 to influence its level‚ timing‚ and composition for
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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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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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success whereas the British value tradition‚ the family‚ the rule of law‚ etc. Similarly‚ subcultures such as 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
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KOTLER RESUME Marketing Management Philip Kotler – Kevin Lane Keller SUMMARY PART 1 Understanding Marketing Management 4 Defining Marketing for the 21st Century 4 Developing Marketing Strategies and Plans 5 PART 2 Capturing Marketing Insights 13 Collecting Information and Forecasting Demand 13 Conducting Marketing Research 16 PART 3 Connecting with Customers 18 Creating
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Marketing Management‚ 14e (Kotler/Keller) Chapter 6 Analyzing Consumer Markets 1) ________ is the study of how individuals‚ groups‚ and organizations select‚ buy‚ use‚ and dispose of goods‚ services‚ ideas‚ or experiences to satisfy their needs and wants. A) Target marketing B) Mind mapping C) Consumer activism D) Consumer behavior E) Product differentiation Answer: D Page Ref: 151 Objective: 1 Difficulty: Easy 2) Which of the following would be the best illustration of a subculture
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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 encompassed by several strong competitors who already take up a big part of the market share. The market itself has been very overheated and to
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