tailieunhanh - Ebook Business essentials: Part 2

Part 2 book “Business essentials” has contents: Principles of marketing - building relationships with customers for competitive advantag, managing information for better business decisions, the financial system and issues in financial management. | Amy Sussman/Invision/AP Images chapter 11 marketing Processes and Consumer Behavior ParT 4 PrinCiPlES oF marKETinG: BUildinG rElaTionShiPS WiTh CUSTomErS For ComPETiTiVE adVanTaGE as consumers, we are the forces that drive marketing. But those same marketing campaigns push us in directions without us even knowing it. 371 learning objectives 372 after reading this chapter, you should be able to: 11-1 Explain the concept of marketing and identify the five forces that constitute the external marketing environment. 11-2 Explain the purpose of a marketing plan and identify its main components. 11-3 Explain market segmentation and how it is used in target marketing. 11-4 Discuss the purpose of marketing research and compare the four marketing research methods. 11-5 Describe the consumer buying process and the key factors that influence that process. 11-6 Discuss the four categories of organizational markets and the characteristics of business-to-business (B2B) buying behavior. 11-7 Discuss the marketing mix as it applies to small business. Building a Brand With Social media Perhaps you are one of the more than 7 million people who subscribe to Michelle Phan’s YouTube Channel. Or maybe you know someone who has purchased products from her L’Oreal product line. Even if you’ve never heard the name Michelle Phan, you’ll find that she has an interesting story that highlights the importance of believing in yourself, identifying a target market, and building a brand. While taking a college class, Phan was given the opportunity to use a MacBook Pro. Excited about the new technology, Phan started a blog about her life. Well, not exactly. The blog depicted the life that she dreamed of, one with money and a fantastic family, a life that was much more exciting and glamorous than her real-life experience. Phan’s childhood was difficult. She grew up in Florida in a community with few Asian children, she was subject to ridicule, and she felt out of place

• Kinh tế học
• Business essentials
• The financial system
• Building relationships
• Managing information
• The financial system
• Managing business finances
• Understanding money
• Essentials of business communication
• Business communication
• Planning business messages
• Composing business messages
• Revising business messages
• Electronic messages
• Informal reports
• Essentials of business communications
• Business communications
• Communications skill
• Business message
• Creating business message
• Proofreading business message
• Understanding business ethic
• The contemporary business world
• Managing the business
• People in organizations
• Introduction to business
• Business systems
• Environment of business
• Business enterprise
• International business
• International business management
• Business environment
• Technological environment
• Conducting business ethically
• The essentials
• Nonfinancial managers
• Return on investment
• Financing the business
• Business planning
• Business planning and the budget
• Selected business readings
• Essentials of modern business statistics
• Modern business statistics
• Business statistics
• Descriptive statistics
• Graphical presentations
• numerical measures
• Interval estimation
• Hypothesis tests
• Simple linear regression
• Business plan
• Financing small business
• Dynamic business law
• Business law
• Lecture Dynamic business law
• Legal environment of business
• Classification of law
• Criminal law
• Business crime
• Managing human resource
• Risk management
• Small business industries
• Contemporary global economy
• Managing human resources
• Labor relations
• Decision making hierarchy
• Informal organization
• Becoming an Extraordinary Manager
• The 5 Essentials for Success
• business management
• business strategy
• The essentials of finance
• Business profitability
• Final thoughts
• Essentials of taxation
• Business entities
• Multijurisdictional taxation
• Business tax credits
• Corporate alternative minimum tax
• Limited liability entities
• Profits and distributions
• The financial statements
• Business deductions
• Financial statements
• Loss limitations
• Property transactions
• Essentials of entrepreneurship
• Social responsibility
• Solid strategic plan
• Business ownership
• Feasibility analysis
• Format report
• Making effective
• Professional oral presentation
• Developing speaking