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Развитие Бизнеса > MBA для Занятых > MBA в Маркетинге

MBA в Маркетинге

ВВЕДЕНИЕ В МАРКЕТИНГ

Сущность маркетинга: все во имя потребителя
Маркетинг и стратегия
Международный маркетинг 

ОСНОВНЫЕ ПОНЯТИЯ МАРКЕТИНГА

Маркетинговые исследования
Целевые рынки и прогнозирование продаж
Поведение потребителей
  • Это новый материал в разделе Consumers, 1/e, Eric Arnould, University of Nebraska, Linda Price, University of Nebraska, George Zinkhan, University of Georgia (McGraw-Hill)
    Overview of Consumer Behavior: Production, Consumption, and Disposition / Consumer Behaviors and Marketing Strategies / Learning about Consumers / The Changing World of Consumption / The Meaning and Nature of Culture / Economic and Social Structures / The Self and Selves / Lifestyles: Component Consumption Sub-Cultures / Perception: Worlds of Sensation / Acquiring Things / Why Do People Buy? Needs, Motivations and Involvement / Experience, Learning and Knowledge / Attitude Models and Consumer Decision Making / Organization and Household Consumer Behaviors / Interpersonal Influence / Consumer Innovation / Consumer Satisfaction / Consumption Meanings / Disposition, Recycling, Reuse
    Sample chapters:

    Chapter 1. Introduction: Production, Acquisition, Consumption, and Disposal
    Подсказка: как загрузить этот документ?
    [PDF файл 2127 Кб]
    This book provides an introduction to the art and science of consumer behavior. We define consumer behavior as individuals or groups acquiring, using, and disposing of products, services, ideas, or experiences. Consumer behavior also includes the acquisition and use of information. Thus, communication with consumers and receiving feedback from them is a crucial part of consumer behavior of interest to marketers.

    Chapter 2. Consumer Behaviors and Marketing Strategies
    Подсказка: как загрузить этот документ? [PDF файл 2122 Кб]
    We aim primarily to provide you with a basic understanding of consumer behavior from the consumer’s perspective. We also provide many examples throughout the text of how marketing managers use consumer behavior theory and research. This chapter focuses specifically on the intersection between managerial marketing strategy and the insights provided by consumer behavior research. Strategy can be defined simply as the actions managers take to attain the goals of the firm. Marketing strategy concerns the actions managers take to improve the likelihood marketplace exchanges will occur between a firm and its target markets. To this end, the opening vignette illustrates how important it is to anticipate the needs of consumers; it also illustrates how quickly the environment for marketplace exchange is changing.

    Chapter 3. Learning about Consumers
    Подсказка: как загрузить этот документ? [PDF файл 1572 Кб]
    Learning about consumers is the key to implementing the marketing concept and exercising marketing imagination. The aim of this chapter is to introduce you to consumer research. Consumer research is not the only way we learn about consumers, but it is certainly one of the most important ways. Consumer behavior research is the systematic and objective process of gathering, recording, and analyzing data for aid in understanding and predicting consumer thoughts, feelings, and behaviors. With the globalization of markets, consumer research has assumed a truly international character, and this trend is likely to continue. At the simplest level, international consumer research involves studies in a single market outside the firm’s domestic market. More elaborate and complex are international consumer research programs that are intended to help solve multicountry marketing problems. We will discuss examples of each type in this chapter.
     
Персонализация взаимоотношений с потребителем

ОСНОВНЫЕ ЭЛЕМЕНТЫ МАРКЕТИНГА

Разработка продуктов
  • Это новый материал в разделе Тест на продажность, Игорь Шелухин (ИКФ «АЛЬТ»)
    Вопросы "Что продавать?", "Кому продавать?", "Где продавать?" и "Как продавать?" являются для компаний принципиальными. Потому что все прочие вопросы -- организация производства, инновационный процесс, построение системы управления -- вытекают из них /4-08-02/.
     
Управление портфелем продукции
Ценообразование
Распространение и дистрибуция
Продвижение
  • Это новый материал в разделе Selling: Building Partnerships, 4th Edition by Weitz, Castleberry, Tanner (McGraw-Hill)
    Sample chapters:

    Chapter 1. Selling and Salespeople
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    [PDF файл 374 Кб]
    Why Learn about Personal Selling? / Everyone Sells / Salespeople in Businesses / Role of Selling in Marketing Communications / Salespeople and the Marketing Mix / Salespeople as Relationship Managers / What Do Salespeople Do? / Selling / Servicing Customers / Coordinating Activities / Providing Information to the Company and Preparing Information for Customers / Types of Salespeople / Selling and Distribution Channels / Describing Sales Jobs / The Sales Jobs Continuum / Examples of Sales Jobs / Characteristics of Successful / Salespeople / Motivation / Dependability and Trustworthiness / Ethical Sales Behavior / Customer and Product Knowledge / Communication Skills / Flexibility / Emotional Intelligence / Are Salespeople Born or Made? / Rewards in Selling / Independence and Responsibility / Financial Rewards / Management Opportunities / Summary / Key Terms / Questions and Problems / Exploring the Net / Case Problems / Additional References

    Chapter 2. Building Partnering Relationships
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    [PDF файл 292 Кб]
    The Evolution of Personal Selling / Types of Relationships / Market Exchanges / Partnerships / Summary / Characteristics of Successful Relationships / Mutual Trust / Open Communication / Common Goals / Commitment to Mutual Gain / Organizational Support / Phases of Relationship Development / Awareness / Exploration / Expansion / Commitment / Dissolution / Managing Relationships and Partnering / Choosing the Right Relationship / Using Technology to Increase Efficiency / Summary / Key Terms / Questions and Problems / Exploring the Net / Case Problems / Additional References

    Chapter 3. Ethical and Legal Issues in Selling
    Подсказка: как загрузить этот документ?
    [PDF файл 340 Кб]
    Ethics and Personal Selling / Ethics and Partnering Relationships / Factors Influencing the Ethical Behavior of Salespeople / Personal, Company, and Customer Needs / Company Policies / A Personal Code of Ethics / Selling Ethics and Relationships / Relationships with Customers / Relationships with the Salesperson’s Company / Relationships with Colleagues / Relationships with Competitors / Legal Issues / Uniform Commercial Code / Misrepresentation or Sales Puffery / Illegal Business Practices / Legal Guidelines / Ethical and Legal Issues in International Selling / Resolving Cultural Differences / Legal Issues / Summary / Key Terms / Questions and Problems / Exploring the Net / Case Problems / Additional References
     
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