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) After examining customerdriven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. In this and the next chapter, we’ll study how
Words: 25125 - Pages: 101
|WHAT IS ORGANIZATIONAL BEHAVIOR? | LEARNING OBJECTIVES After studying this chapter, students should be able to: 1. Define organizational behavior (OB) 2. Describe what managers do 3. Explain the value of the systematic study of OB 4. List the major challenges and opportunities for managers to use OB concepts 5. Identify the contributions made
Words: 10414 - Pages: 42
MISSION STATEMENTS OF SOCIALLY RESPONSIBLE FIRMS: A CONTENT ANALYSIS Refika BAKO LU Marmara University, Turkey Bige A KUN Marmara University, Turkey ABSTRACT A well-designed mission statement is essential for formulating, implementing and evaluating business strategy. However the role of the mission statement in the strategic management of business firms has not been sufficiently highlighted in the research literature. The importance of mission statements to the effective strategic management
Words: 5184 - Pages: 21
KEPIMPINAN DAN PENGURUSAN, APA PERBEZAANNYA? Dua perkataan yang amat mudah untuk disebut. Kepimpinan dan Pengurusan. Tapi apa perbezaannya? Memanglah dua perkataan tersebut lain sebutan bunyinya. KEPIMPINAN dan PENGURUSAN. Begitu juga lain ejaannya. Hanya yang sama adalah jumlah abjad yang membentuk kedua-dua perkataan iaitu sepuluh abjad. Kepimpinan sering dikaitkan dengan arah atau tujuan. Dalam sesebuah organisasi ia berkait rapat visi, objektif, matlamat, isu-isu strategik, tranformasi,
Words: 3437 - Pages: 14
Ibrahim Osta, Chief of Party. TABLE OF CONTENTS I. II. EXECUTIVE SUMMARY 6 THE ENVIRONMENT IN WHICH KHIA WILL MARKET 1. APPROACH AND RELEVANCE AT KING HUSSEIN INTERNATIONAL AIRPORT 2. SCHEDULED AIRLINES AIR SERVICE PLANNING PROCESS 3. CHARTER SERVICE AND TOUR PROGRAM PLANNING PROCESS 4. AIRLINES’ ECONOMIC DECISION-MAKING CRITERIA 5. PROACTIVE AIRPORT LEVERAGE – Prodding the carriers 6. PRESENTING A COMPELLING DESTINATION MARKETING PROPOSAL 6 13 13 15 17 19 20 21 III. AQABA THE DESTINATION
Words: 24399 - Pages: 98
N T S INTRODUCTION WHAT STICKS? 3 Kidney heist. Movie popcorn. Sticky = understandable, memorable, and effective in changing thought or behavior. Halloween candy. Six principles: SUCCESs. The villain: Curse of Knowledge. It’s hard to be a tapper. Creativity starts with templates. CHAPTER 1 SIMPLE 25 Commander’s Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It’s the economy, stupid. Decision paralysis. Clinic: Sun exposure. Names, names, and names. Simple
Words: 91454 - Pages: 366
US AIRWAYS GROUP INC (LCC) 10-K Annual report pursuant to section 13 and 15(d) Filed on 02/22/2012 Filed Period 12/31/2011 Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 10-K (Mark One) þ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31, 2011 or o TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition
Words: 89164 - Pages: 357
(Chapters 18–20) 5 Consumer Markets and Consumer Buyer Behavior marketChapter Preview You’ve studied how and use ers obtain, analyze, information to develop customer insights and assess marketing programs. In this chapter, we take a closer look at the most important element of the marketplace—customers. The aim of marketing is to affect how customers think and act. To affect the whats, whens, and hows of buyer behavior, marketers must first understand the whys. In this chapter, we
Words: 11791 - Pages: 48
CHAPTER | | SIXTEEN | | | | | | | | | | | | |16 | | |Motivating
Words: 6103 - Pages: 25
OVERVIEW OF CHAPTER This chapter focuses upon the manager as a feeling, thinking human being. It opens with a description of enduring personality characteristics that influence how managers perform their jobs, as well as how they view other people, their organizations, and the world around them. It then discusses how managers’ values, attitudes, moods, and level of emotional intelligence can impact the way they perform their job. The chapter closes with a discussion of organizational culture
Words: 7087 - Pages: 29
