Marketing bán hàng - Chapter 14: Promotion strategies: personal selling, publicity, and sales promotionNature: temporary, supplementary techniques to stimulate demand Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc. Legal restrictions
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Marketing bán hàng - Chapter 14: Background subsystemsIndustry – Characteristics & Regulations Family – Dynamics, policies, & interest of members Social – Laws, Cultural expectations, Norms Financial – Financial Resources and Policies Business – Professionalization & Performance Process – Planning & past experiences Incumbent – Individual characteristics Successor – Ability and Motivation
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Marketing bán hàng - Chapter 13: DefinitionA technology roadmap is a plan that matches short-term and long-term goals with specific technology solutions to help meet those goals. It is a plan that applies to a new product or process, or to an emerging technology. Roadmaps are important for: Spotting when a number of unconnected innovations reach practicality and together create something ...
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Marketing bán hàng - Chapter 13: Physical distribution and documentationExport License General license Validated license Shipper's Export Declaration Form Hazardous Certificate Packing List Shipper's Letter of Instruction Dock Receipt
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Marketing bán hàng - Chapter 12: DefinitionSocial entrepreneurship ventures have many of the attributes of business ventures They share many of the organizational aspects and are driven by founders having an “entrepreneurial mind-set” They should be differentiated from: Charities such as the Red Cross Benevolent Trusts such as the Bill and Melinda Gates Foundation Non-Governmental Orga...
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Marketing bán hàng - Chapter 12: Channels of distributionTaking possession vs. taking title (ownership) Compensation: profit/loss vs. fee/commission Employee vs. independent contractor
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Marketing bán hàng - Chapter 11: Reasons for sellingStrategic Buyers Competitors Related or Complementary Businesses Manufacturers of Related Products Companies with Announced Acquisition Plans Financial Buyers Management – ESOP Management Buy-out Firms Related Businesses High Net Worth Individuals
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Marketing bán hàng - Chapter 11: Product strategies: Branding & packaging decisionsSingle Brand - full attention for maximum impact - based on assumption of market homogeneity Multiple Brands - market segmentation - based on assumption of market heterogeneity
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Marketing bán hàng - Chapter 10: Attracting investorsInvestors are busy people, only contact those who are likely to be interested in the opportunity Look within the industry in which the business is focused Speak with other entrepreneurs in similar business fields who have successfully attracted investment Leverage the value of the internet – angel web-sites, crowd-funding (See Chapter 5) Networ...
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Marketing bán hàng - Chapter 10: Product strategies: basic decisions & product planningArguments for Standardization - simplicity and cost - consistent company or product image - musical recordings and works of art - industry specifications - cultural universals
15 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 582 | Lượt tải: 0
