Samenvatting Introduction to international business

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ISBN-10 1839615788 ISBN-13 9781839615788
125 Flashcards en notities
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Dit is de samenvatting van het boek "Introduction to international business". De auteur(s) van het boek is/zijn Evelien Kranenburg. Het ISBN van dit boek is 9781839615788 of 1839615788. Deze samenvatting is geschreven door studenten die effectief studeren met de studietool van Study Smart With Chris.

Samenvatting - Introduction to international business

  • 1.1 What is marketing

  • What is marketing
    Marketing is engaging customer and managing a profitable customer
  • Ways of marketing
    An abundance of profile, tv, shopping mall, magazines and mailbox
  • What is the goals of marketing
    Satisfying customer needs
  • What is the process that company engaged with marketing
    Build a strong customer relationship, and create customer value in order to capture value from customer in return
  • step 1: of the marketing process: creating and capturing customer value
    Understand the market place and customer needs and wants
  • step 2: of the marketing process: creating and capturing customer value
    Design a customer value-driven marketing stategy
  • step 3: of the marketing process: creating and capturing customer value
    Construct an integrated marketing program that delivers superior value
  • step 4: of the marketing process: creating and capturing customer value
    Engage customers to build profitable relationships, and create customer delight
  • step 5: of the marketing process: creating and capturing customer value
    Capture value from customer to create profit and customer equity
  • What means needs?
    States  of felt deprivation
  • What means wants?
    The form human needs take as they are shaped by culture and individual personality
  • What means demands?
    Human wants that are backed by buying power
  • Marketing offerings
    Some combination of products, services information, or experience offered to a market to satisfy a need or want
  • Marketing myopia
    The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced  by these products
  • What are the key to building a customer relationship
    Customers value and satisfaction build a block of development and managing customer
  • Exchange is.....
    The act of obtaining a desired object from someone by offering something in return
  • Markets are..........
    The set of all actual and potential buyers of a product or service
  • Define marketing management
    Art and science of choosing target markets and building profitable relationships with them
  • What is a production concept?
    The idea that consumers will favor products that are available and highly affordable therefore, the organization focus on improving production and distribution efficiency
  • Product concept
    The idea that consumer will favor products that offer the most quality, performance, features therefore the organization should devote its energy to making continuous product improvements
  • The five alternative concept
    Production, product, selling, marketing and societal marketing
  • Selling concept
    Consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort
  • Marketing concept
    A philosophy that achieves organizational goals depends on knowing the needs and wants of target markets and delivering the satifations better dan competitors do.
  • Societal marketing concept
    The company's marketing decisions should consider consumers want, company requirements consumers long run interests, and society's long -run interests
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Multi-brand
Companies often market many different  brand in a given product category
Brand extension
Extending an existing brand name to new product  category
Line extension
Extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category
Co-branding
Occurs when two established brand names of different companies are used on the same product
Store brand
A brand created and owned by a reseller of a product or service
This way we suggest to build strong brand decisions
1. Attributes, benefits, Beliefs and value. 
2. Selection, Protaction 
3. Manufacturer's brand, private brand, licensing, co-branding.
4. Line extensions, brand extensions multibrands, new brands 
brand strategy decisions
1. Brand positions
2. Brand name selection
3.Brand Sponsorship
4.Brand development
Brand value
The total financial value of a brand
Brand equity
The differential  effect that knowing the brand name has on customer response to the product or its marketing
Interactive marketing
Training service employees in the fine art of interacting with customers to satisfy their needs