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Sammanfattning Av Principles of Marketing - Reviderad

Sammanfattning Av Principles of Marketing - Reviderad

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Published by bolinjo

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Published by: bolinjo on Mar 21, 2009
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11/25/2013

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 SAMMANFATTNING AVPRINCIPLES OF MARKETINGKOTLER ET ALReviderad version
Denna version har färre språkfel och särskrivningar. Även layouten är uppdaterad en aning.
 
 2
 
Kapitel 1 Marknadsföringens grunder........................................................................................4Vad är marknadsföring?.........................................................................................................4Marknadsföringens kärnbegrepp............................................................................................4Marketing management..........................................................................................................5Marknadsföringsfilosofier......................................................................................................5Nya Utmaningar.....................................................................................................................6Kapitel 2 Socialt ansvar och marknadsföringsetik.....................................................................6Social kritik mot marknadsföring...........................................................................................6Marknadsföringens påverkan på samhället............................................................................7Konsumerism och miljörörelse..............................................................................................7Företagens agerande...............................................................................................................8Samhällspolicy.......................................................................................................................8Kapitel 3 Strategisk marknadsplanering....................................................................................9Allmänt om planering.............................................................................................................9Den strategiska planen...........................................................................................................9Marknadsföring och strategisk planering.............................................................................11Marknadsföringsprocessen...................................................................................................12Marknadsföringsplanen........................................................................................................12Kapitel 4 Företagets omgivning...............................................................................................13Företagets mikromiljö..........................................................................................................13Företagets makromiljö..........................................................................................................14Kapitel 6 Konsumentens köpbeteende.....................................................................................15Modell över konsument beteende........................................................................................15Typ av beslutsbeteende........................................................................................................16Köpbeslutsprocessen............................................................................................................17Köpbeslutsprocessen för nya produkter...............................................................................17Kap 7 Industriell marknadsföring och köpbeteende................................................................18Industriellt köpbeteende.......................................................................................................18Kap 8 Marknadsinformation och undersökningar....................................................................19Marknadsförings Informations System................................................................................19Informations utveckling.......................................................................................................19Kapitel 9 Segmentering och val av målgrupp..........................................................................21Marknads Segmentering.......................................................................................................22Val av målgrupp (market targeting).....................................................................................23Kapitel 10 Positionering...........................................................................................................24Differentiering......................................................................................................................24Marknadsdifferentering........................................................................................................24Vad är Marknads positionering?..........................................................................................25Perceptual mapping..............................................................................................................25Positioneringsstrategier........................................................................................................25Val och genomförande av positioneringsstrategin...............................................................25
 
 3Kap 11 Nöjda kunder genom värde och service......................................................................26Kundvärde och tillfredsställelse...........................................................................................26Leverans av kundvärdet och tillfredsställelsen....................................................................27Att behålla kunder................................................................................................................28Kapitel 12 Skapa konkurrensfördelar.......................................................................................29Konkurrentanalys.................................................................................................................29Konkurrensstrategier............................................................................................................30Kapitel 13 Märken, Produkter, Paketering och Service...........................................................32Vad är en produkt?...............................................................................................................32Produkt klassifikation...........................................................................................................32Individuella produktbeslut....................................................................................................33Kapitel 14 Produktutveckling och livscykel............................................................................34Produktutvecklingsprocessen...............................................................................................34Strategier som rör produktens livscykel...............................................................................36Kapitel 15 Tjänstemarknadsföring...........................................................................................37Egenskaper och karaktärsdrag hos en tjänst.........................................................................37Marknadsföringsstrategier för tjänstefirmor........................................................................37Kapitel 16 Prissättning.............................................................................................................39Faktorer vid prissättning.......................................................................................................39Kapitel 17 Prissättningsstrategier.............................................................................................41Prissättning av en ny produkt...............................................................................................41Prisanpassningsstrategier.....................................................................................................41Kapitel 18 Kommunikationsstrategi.........................................................................................43Steg i utvecklingen av effektiv kommunikation..................................................................43Beslut om den totala promotionsbudgeten och dess mix.....................................................44Kap. 19 Masskommunikation: Annonsering, SP och PR.........................................................46Annonsering.........................................................................................................................46Sales Promotion....................................................................................................................47Public Relations....................................................................................................................47Kapitel 21 Företagets distributionskanaler...............................................................................48Distributionskanaler.............................................................................................................48

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