tailieunhanh - Ebook Understanding business (11th edition): Part 2

(BQ) Part 2 book "Understanding business" has contents: Developing and pricing goods and services, distributing products, using effective promotions, understanding accounting and financial information, financial management, using securities markets for financing and investing opportunities | MARKETING: Developing and Implementing Customer-Oriented Marketing Plans PART 5 13 Marketing: Helping Buyers Buy Learning Objectives AFTER YOU HAVE READ AND STUDIED THIS CHAPTER, YOU SHOULD BE ABLE TO LO 13-1 Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations. LO 13-2 Describe the four Ps of marketing. LO 13-3 Summarize the marketing research process. LO 13-4 Show how marketers use environmental scanning to learn about the changing marketing environment. LO 13-5 Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior. LO 13-6 Compare the business-to-business market and the consumer market. 360 I Getting to Know Daymond John n the business world, you don’t necessarily have to be the first person to think of a good idea in order for it to become successful. Oftentimes, the entrepreneurs who uniquely market an existing product or service enjoy big returns on their investments. Daymond John set off on his path to prosperity in 1989 when he began sewing wool hats in his Queens, New York, apartment. For the previous few weeks he had noticed young men in the neighborhood sporting short snowcaps with the tops cut off and cinched together with string. John couldn’t believe that department stores were selling the hats for as much as $20. So, with the help of a neighbor, he sewed dozens of hats and sold them for $10 in front of the New York Coliseum. John was astounded when he ended up with $800 after his first day. Knowing he had a great concept on his hands, John threw himself into his new apparel business. As a nod to the do-ityourself origins of the venture, he named the company FUBU—“For Us By Us.” To go along with his distinctive brand name, John designed a graffiti-inspired logo and sewed it onto sweatshirts, tees, and other sportswear. Despite a strong start, John soon ran into problems. “Like most entrepreneurs, the initial struggle was to go past