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The document discusses the marketing environment that affects a company's ability to develop and maintain customer relationships. It identifies the microenvironment as consisting of suppliers, marketing intermediaries, customers, competitors, and publics. The internal environment includes top management, finance, manufacturing, purchasing, accounting, and R&D. It also outlines the macroenvironment including demographic, economic, natural, technological, political, and cultural forces, and identifies types of customer markets and publics that are part of a company's environment.
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Chapter6 Consumer And Business Buyer Behavior Rdr_ahmadov
Consumer buying behavior refers to how individuals and households purchase goods and services for personal use. The document outlines a model of consumer behavior that is influenced by marketing and other stimuli as well as buyer characteristics. It also describes factors like culture, social class, and personality that affect consumer decisions. Additionally, it discusses Maslow's hierarchy of needs and the typical buyer decision process which involves need recognition, information search, evaluation, purchase, and post-purchase evaluation.
The document discusses various aspects of integrated marketing communication including advertising, sales promotion, public relations, and direct marketing. It focuses on the objectives, budget, message, media decisions, and evaluation of advertising campaigns. Specifically, it outlines different objectives for advertising such as introducing new products or changing customer perceptions. It also describes various message strategies and executions as well as factors to consider for media selection such as costs, audience selectivity, and advantages of each channel.
Chapter9 New Product Development And Plcdr_ahmadov
The document summarizes the key stages in new product development and marketing strategies. It outlines the process as including idea generation, screening concepts, developing and testing concepts, developing marketing strategies, analyzing business potential, developing the product, test marketing, and commercialization. The ultimate goal is to strategically introduce a new product and manage its life cycle in the market.
The document discusses the marketing environment that affects a company's ability to develop and maintain customer relationships. It identifies the microenvironment as consisting of suppliers, marketing intermediaries, customers, competitors, and publics. The internal environment includes top management, finance, manufacturing, purchasing, accounting, and R&D. It also outlines the macroenvironment including demographic, economic, natural, technological, political, and cultural forces, and identifies types of customer markets and publics that are part of a company's environment.
Chapter2 Strategic Planning And The Marketing Processdr_ahmadov
The document discusses strategic planning and marketing processes. It outlines steps in strategic planning including defining a company mission and objectives. A mission statement communicates an organization's purpose. Business portfolios contain different strategic business units that can be planned independently. The marketing mix involves four Ps - product, price, place, and promotion. Developing marketing strategies requires understanding target consumers through market segmentation, targeting, and positioning. A marketing plan outlines objectives, strategies, budgets, and controls to monitor progress.
Livro impresso, livro digital e os direitos autorais - Pedro PuntoniSemana Biblioteconomia
Apresentação de Pedro Puntoni da Faculdade da Biblioteca Brasiliana Guita e José Mindlin da USP para a mesa “Livro impresso, livro digital e os direitos autorais” durante a VI Semana de Biblioteconomia ECA-USP. O evento ocorreu de 26 a 30 de setembro de 2011.
El documento describe cómo añadir elementos interactivos como polígonos, vídeos, enlaces y audio a ubicaciones en Google Earth. Explica cómo buscar una ubicación, insertar un polígono y añadirle características y un nombre. Luego muestra cómo añadir un enlace de vídeo o canción insertándolos como marcas de posición o enlaces de red dentro del polígono y guardarlos en "Mis Lugares" para compartirlos.
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