Professional Documents
Culture Documents
Kotler MM
Kotler MM
Kotler MM
Chapter Questions
What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing skills? What tools are available to help companies monitor and improve their marketing activities?
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PM = Product Manager R = Market Researcher C = Communication Specialist S = Sales Manager D = Distribution Specialist F = Finance Specialist E = Engineer
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Cause-Related Marketing
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Cognitive
Action
Behavioral
Value
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Strategic control
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Types of Costs
Direct costs
Traceable common costs Nontraceable common costs
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Marketing Debate
Is marketing management an art or a science? Take a position: 1. Marketing management is largely an artistic exercise and therefore highly subjective. or 2. Marketing management is largely a scientific exercise with well-established guidelines and criteria.
Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 22-40
Marketing Discussion
How does cause or corporate social marketing affect your personal consumer behavior? Do you ever buy or not buy any products because of a companys environmental policies or programs? Why or why not?
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