tailieunhanh - Ebook Principles of marketing (14th edition): Part 2

(BQ) Part 2 book "Principles of marketing" has contents: Pricing strategies, marketing channels - Delivering customer value; retailing and wholesaling; communicating customer value - integrated marketing communications strategy; advertising and public relations; personal selling and sales promotion,.and other contents. | Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 11 Pricing Strategies In the previous chapter, you learned that price is an important marketing mix tool for both creating and capturing customer value. You explored the three main pricing strategies—customer valuebased, cost-based, and competition-based pricing—and the many internal and external factors that affect a firm’s pricing decisions. In this chapter, we’ll look at some additional pricing considerations: newproduct pricing, product mix pricing, price adjustments, and initiating Chapter Preview and reacting to prices changes. We close the chapter with a discussion of public policy and pricing. For openers, we look at Trader Joe’s, whose unique price and value strategy has made it one of the nation’s fastest-growing, most popular food stores. Trader Joe’s understands that success comes not only from what products you offer customers or the prices you charge. It comes from offering the combination of products and prices that produces the greatest customer value—what customers get for the prices they pay. Trader Joe’s: A Special Twist on the Price-Value Equation— Cheap Gourmet A s they prepared to open the new Trader Joe’s store in Chapel Hill, North Carolina, manager Greg Fort (the “captain”) and his Hawaiian-shirt-clad employees (the “crew”) scurried about, stocking shelves, hanging plastic lobsters, and posting hand-painted signs in preparation for the expected tidal wave of 5,000 customers who would descend on the store on opening day. A veteran of two other store openings, Fort knew that customers would soon be lined up 10 deep at checkouts with carts full of Trader Joe’s exclusive $ Charles Shaw wine—aka “TwoBuck Chuck”—and an assortment of other exclusive gourmet products at impossibly low prices.

• Kế toán - Kiểm toán
• Principles of marketing
• Pricing strategies
• Marketing channels
• Delivering customer value
• Communicating customer value
• Public relations
• Personal selling
• Lecture Principles of Marketing
• Marketing strategy
• Online marketing
• Direct marketing
• Direct marketing model
• Marketing process
• Marketing information
• Managing Marketing information
• Marketing in the digital age
• Marketing strategy in the digital age
• Sustainable marketing
• Marketing ethics
• Social criticisms of marketing
• Marketing myopia
• Market segmentation
• Marketing environment
• Demographic environment
• Supply chain management
• Social responsibility
• Customer insights
• Marketing research
• Bài giảng Nguyên lý Marketing
• Integrated direct marketing
• Marketing communicationsm
• Simple marketing system
• Strategic planning
• Planning Marketing
• Global marketplace
• Global marketing environment
• Global marketing program
• Marketing communications strategy
• Building customer relationships
• Marketing’s role
• Economic environment
• Company’s microenvironment
• Customer driven Marketing strategy
• Market targeting
• Introduction of Marketing
• Marketing mix 4P’s
• Strategic planning and marketing process
• Changing marketing opportunities
• Analyzing marketing opportunities
• Managing the marketing effort
• Marketing management’s ability
• Marketing department plan
• The marketing information
• Analyzing marketing information
• The marketing communications mix
• Modern marketing system