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Title: Tapping into Global Markets
LEARNING OBJECTIVES
After reading this chapter, students should:
28) Know what factors a company should review before deciding to go abroad
29) Know how companies can evaluate and select specific foreign markets to enter
30) Know what are the major ways of entering a foreign market
31) Know to what extent the company must adapt its products and marketing progr...
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Title: Introducing New Market Offerings
LEARNING OBJECTIVES
After reading this chapter, students should:
12) Know what challenges a company faces in developing new products
13) Know what organizational structures are used to manage new-product development
14) Know what are the main stages in developing new products
15) Know what is the best way to set up the new product development process
1...
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Title: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth
LEARNING OBJECTIVES
After reading this chapter, students should:
12) Know how companies can use integrated direct marketing for competitive advantage
13) Know how companies can do effective e-marketing
14) Know what decisions companies face in designing a sales force
15) Know how companies can manage a sales force efficiently
16) Know how salespeople c...
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Title: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences
LEARNING OBJECTIVES
After reading this chapter, students should:
C) Know what steps are involved in developing an advertising program
D) Know how sales promotion decisions should be made
E) Know what are the guidelines for effective brand-building events and experiences
F) Know how companies can exploit the potential of public relations and publicity
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Title: Designing and Managing Integrated Marketing Communications
LEARNING OBJECTIVES
After reading this chapter, students should:
D) Know what is the role of marketing communications
E) Know how marketing communications work
F) Know what are the major steps in developing effective communications
G) Know what is the communications mix and how should it be set
H) Know what is an integrated marketing communications pro...
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Title: Managing Retailing, Wholesaling, and Logistics
LEARNING OBJECTIVES
After reading this chapter, students should:
3) Know what the major types of marketing intermediaries that occupy this sector
4) Know what marketing decisions these marketing intermediaries make
5) Know what are the major trends with marketing intermediaries

DETAILED CHAPTER OUTLINE
In the previous chapter, we examined market...
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Title: Designing and Managing Integrated Marketing Channels
LEARNING OBJECTIVES
After reading this chapter, students should:
Know what is a marketing channel system and a value network
Know what work marketing channels perform
Know how channels should be designed
Know what decisions companies face in managing their channels
Know how companies should integrate channels and manage channel conflict
Know what...
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Title: Developing Pricing Strategies and Programs
LEARNING OBJECTIVES
After reading this chapter, students should:
7. Know how consumers process and evaluate prices
8. Know how a company should set prices initially for products or services
9. Know how a company should adapt prices to meet varying circumstances and opportunities
10. Know when a company should initiate a price change
11. Know how a compa...
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Title: Designing and Managing Services
LEARNING OBJECTIVES
After reading this chapter, students should:
4) Know how services are defined and classified, and how do they differ from goods
5) Know how services are marketed
6) Know how service quality can be improved
7) Know how service marketers create strong brands
8) Know how goods-producing companies can improve customer support services Click Here to Read More


Title: Setting Product Strategy
LEARNING OBJECTIVES
After reading this chapter, students should:
Know what are the characteristics of products and how can they be classified
Know how companies can differentiate products
Know how a company can build and manage its product mix and product lines
Know how companies can combine products to create strong co-brands or ingredient brands
Know ...
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