Lectures on Marketing

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Uploaded: 06.12.2006
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107 pages of 12 characters
Lectures on Marketing

1. ESSENCE, AIMS AND OBJECTIVES OF MARKETING
1.1. The essence of marketing and its role in the economy
1.2. The states of supply and marketing tasks
1.3. Concepts of marketing management. Goals and objectives of marketing
1.4. Features of marketing in the Russian economy
2. THE PROCESS OF MARKETING
2.1. Statement of the Problem
2.2. Market opportunity analysis
2.3. The selection of target markets
2.4. Development of the marketing mix
2.5. The implementation of marketing activities
2.6. Summary of section 2
3. The system of market research and marketing information
3.1. The concept of marketing information system
3.2. The system of internal reporting
3.3. The system of collecting external current marketing information
3.4. Engine Marketing Research
3.5. System analysis of the marketing information
3.6. Summary of section 3
4. The marketing environment
4.1.Marketingovaya among firms
4.2.Osnovnye factors of the micro-operation of the company
4.3.Osnovnye functioning of the macro factors of the company
4.4. Summary of findings under section 4
5. CONSUMER MARKETS
5.1.Model consumer behavior
5. 2. Information search and purchase decisions
5.3. Summary of findings under Section 5
6. MARKET FOR COMPANIES
6.1. Features of the enterprises
6.2. The industrial market
6.3. Market Reseller
6.4. Market of state institutions
6.5. Summary of Section 6
7. MARKET CEGMENTIROVANIE
7.1. Criteria and signs of market segmentation
7.2. Market segmentation by consumer groups
7.3. Market segmentation by product group
7.4. Market segmentation by competitors
7.5 Summary of Section 7
8. PRODUCT MARKETING AS OBJECT
8.1. Determination of the product and its characteristics
8.2.Osnovnye types of classification of goods
8.3. Product brand
8.4. Packaging of goods
8.5.Resheniya on services for clients
8.6. The product range and nomenclature
8.7. Summary of findings under section 8
9. PRODUCT DEVELOPMENT
9.1. Strategy for the development of new products
9.2. The process of developing new ideas for the development of new products
9.3. Methods for generating new ideas and creative problem solving
9.4. Psychological Models
9.5. Product Life Cycle
9.6.Kratkie findings under section 9
10. PRICING IN MARKETING
10.1. The role of prices in the theory and practice of competition
10.2.Tsenoobrazovanie oriented costs
10.3. Pricing, consumer-oriented
10.4. Pricing oriented competitors
10.5. The main problem of alignment calculation
10.6. Tasks and pricing policies
10.7. Summary of findings under section 10
11. The method of distribution GOODS
11.1 Tasks of distribution
11.2.Kanaly distribution
11.3. Physical Distribution (merchandising)
11.4. Selection of place of business
11.5.Optovaya trade
11.6. Retail
11.7.Kratkie findings under section 11
12. promotion. Communication strategies and stimulation
12.1. Marketing Communications (complex stimulation)
12.2. Steps in developing effective communication
12.3. The development of an integrated budget and incentives to stimulate the selection of elements of the complex
12.4. Factors determining the structure of the complex stimulus
12.5.Kratkie findings under section 12
13. FORMS OF COMMUNICATION IN MARKETING
13.1.Teoreticheskie foundations of the science of advertising
13.2. Theoretical models
13.3. Advertising
13.4. Sales promotion
13.5. Working with the Public
13.6. Summary of findings under section 13
14. marketing strategy, planning and control
14.1. The concept of strategy and marketing tactics
14.2. Strategic marketing planning
14.3.Tekuschee marketing planning
14.4. Driving the development of marketing budget
14.5. Plan monitoring
14.6. Summary of findings under section 14




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