Bucknell University
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Chapter 5: Consumer markets and buyer behavior
model of consumer behavior, characteristics affecting consumer behavior, buying decision behavior and process, buyer decision process for new products,
Chapter 7: Customer value-driven marketing strategy
marketing strategy, market segmentation, market targeting, differentiation and postitioning,
Chapter 8: Products, services, and brands
what is a product, product and service decisions, service marketing, branding strategy
Chapter 9: Developing New products
new product development strategy, new product development process, product life-cycle strategies, additional product and service considerations
chapter 10: pricing
what is price, major pricing strategies, other internal and external considerations affecting price decisions
Chapter 16: Personal selling and sales promotion
personal selling, managing sales force, the personal selling process, sales promotion
Chapter 17: Direct and digital marketing
Forms of direct and digital marketing, marketing and the digital age, social media and mobile marketing, traditional direct marketing forms
Chapter 19: Global Market Place
Global Marketing today, deciding how to enter the market, deciding on global marketing program, deciding on global marketing org
Chapter 20: Sustainable Marketing
marketing while being socially and environmentally responsible
Chapter 6: Business Markets and buying behavior
business markets, business buying behavior, business buyer decision process, engaging business buyers with digital and social marketing, institutional and government markets