chapter 1

Chaster Howell V. Taduran · 17問 · 1年前

通報

問題一覧

The Industrial Revolution marked a significant turning point in marketing.

early 20th century

the father of modern economics

adam smith

With the end of World War I, the USA experienced overproduction and surplus.

1920 to 1930

The product-oriented approach dominated during this period.

1950's to 1960's

Modern marketing evolved with a broader understanding of consumer needs and the importance of delivering value.

late 20th century to present

It is characterized by focusing efforts on producing goods or services.

production orientation

The transition from sales to marketing orientation

consumerism

planning and decision making center on customer needs having due regard to competitors and distributors.

marketing orientation

Involves analysis, planning, implementation, and control.

marketing management

responsible for strategic direction.

board of directors

not necessarily full-time employees and in larger companies

board members

the person who translates policy into tactics and is responsible for day- to-day operations.

general manager

his classic article marketing myopia

theodore levitt

responsible for legal and administrative matters as well as serving as secretary to the board.

the company secretary

ensures there are no mismatches

the corporate strategist

Attempting to pinpoint the exact origins of marketing as a business function is challenging, as there is no single, universally agreed definition.

american marketing scholars

responsible for translating strategy into tactics in terms of the organization's everyday operations and this includes matters like manufacturing, training and recruitment, design and selling.

the major line function

one function within business and is the most critical because it interprets customers’ needs and requirements into products and services.

marketing

A marketing oriented firm produces goods and services that consumers want to buy rather than what the firm wants to make.'

lancaster and massingham

This requires that staff and financial resources be allocated together with time-scales for action, allocation of responsibilities and authority.

implementation

The final element of the management tasks of marketing is monitoring and controlling marketing activities.

control

proposes this definition of strategy, illustrating both its directional nature and its military antecedents:

baker

the organization are time dependent, designed to achieve shareholder expectations.

corporate objectives

It is a systematic internal and external environmental review of the company’s marketing performance for a given period of time.

the marketing audit

A potential drawback of planning is that if not careful it can become and end in itself.

assumptions

this stage should provide a vital strategic contribution to the plan.

marketing research

An idea first put forward in 1982 provides a useful means of applying SWOT analysis principles to form marketing strategies.

by Weihrich

This part of the plan is concerned with who should do what, where, when, how and why.

detailed marketing programmes

will provide the means for quantitative achievement and control.

sales forecast

A marketing plan cannot be operated without some element of control to monitor and measure progress.

Budget,Reviews and Controls

micro

micro

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micro 2

micro 2

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E-commerce 1

E-commerce 1

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e-commerce 2

e-commerce 2

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distribution 2

distribution 2

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Distribution 1

Distribution 1

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franchising chapter 2

franchising chapter 2

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e-commerce 3

e-commerce 3

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franchising chpt 2 (lesson 2)

franchising chpt 2 (lesson 2)

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Franchising Chapter 3

Franchising Chapter 3

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chapter 6

chapter 6

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E-Commerse 4

E-Commerse 4

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Distribution Chapter 3

Distribution Chapter 3

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quiz one

quiz one

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quiz 2

quiz 2

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quiz 3

quiz 3

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chapter 2

chapter 2

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Chapter 3

Chapter 3

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Chapter 4

Chapter 4

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chapter 5

chapter 5

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Chapter 4

Chapter 4

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chapter 9

chapter 9

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Chapter 5

Chapter 5

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Chapter 10

Chapter 10

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chapter 6

chapter 6

Chapter 6

Chapter 6

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chapter 7

chapter 7

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Chapter 8

Chapter 8

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chapter 11

chapter 11

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Lesson 1

Lesson 1

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lesson 2

lesson 2

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lesson 1

lesson 1

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Lesson 2

Lesson 2

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Lesson 1

Lesson 1

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Lesson 2

Lesson 2

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Lesson 1

Lesson 1

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lesson 2

lesson 2

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lesson 3

lesson 3

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lesson 3

lesson 3