INTROM - ,QWURGXFWLRQ WR &RXUVH 0DUNHWLQJ 0DWK &DVH...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
± ,QWURGXFWLRQ WR &RXUVH 0DUNHWLQJ 0DWK &DVH $QDO\VHV $ODQ 6DZ\HU 0$5 -DQXDU\ 2EMHFWLYHV 2YHUYLHZ RI WKH 5ROH RI 0DUNHWLQJ LQ D %XVLQHVV 5HYLHZ ³0DUNHWLQJ 0DWK´ &RQFHSWV 'LVFXVV +RZ WR $QDO\]H D 0DUNHWLQJ &DVH 7KH 9DOXH RI 0DUNHWLQJ 9DOXH RI JRRGV VHUYLFHV :RUOGZLGH WULOOLRQ 86$ WULOOLRQ 0DUNHWLQJ IXQFWLRQ W\SLFDOO\ DFFRXQWV IRU RI WKH ILQDO SULFH RI JRRGV DQG VHUYLFHV
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
± 9DOXH RI 0DUNHWLQJ FRQW·G $GYHUWLVLQJ ELOOLRQ 0DUNHWLQJ 5HVHDUFK ELOOLRQ 86$ PLOOLRQ SHRSOH ZRUN LQ UHWDLOLQJ PLOOLRQ ZRUN LQ ZKROHVDOLQJ PLOOLRQ ZRUN LQ WUDQVSRUWDWLRQ :KDW DUH WKH NH\V WR DOO WKLV YDOXH" 0DUNHWLQJ PXVW RIIHU SHUFHLYHG YDOXH WR WKH FXVWRPHU 3HUFHLYHG YDOXH LV VRPH UDWLR RI WKH SHUFHLYHG ³JHW´ WKH EHQHILWV UHFHLYHG IURP WKH SURGXFW WR WKH ³JLYH´ RU SHUFHLYHG FRVW WKH SULFH SOXV FRVWV RI FRQVXPHU VHDUFK DQG DFTXLVLWLRQ FRVWV .H\V WR 9DOXH FRQ·WG 7KH FRQVXPHU PXVW SHUFHLYH WKDW WKH SHUFHLYHG ³JHW´ H[FHHGV WKH ³JLYH´ WKH EHQHILWV H[FHHG WKHLU FRVWV )LUP PXVW EH DEOH WR GHYHORS DQG PDLQWDLQ D VXVWDLQDEOH FRPSHWLWLYH DGYDQWDJH
Background image of page 2
± .H\V WR 9DOXH FRQ·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
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
± 7KH 0DUNHWLQJ &RQFHSW 'HWHUPLQH WKH QHHGV DQG ZDQWV RI FRQVXPHUV DQG GHOLYHU WKH GHVLUHG EHQHILWV PRUH HIIHFWLYHO\ DQG HIILFLHQWO\ WKDQ FRPSHWLWRUV *HQHUDWH FRQWLQXLQJ EXVLQHVV YLD FXVWRPHU VDWLVIDFWLRQ DQG ZKDW DQG KRZ WKH ILUP PDNHV VHOOV DQG VHUYLFHV LWV SURGXFWV ,PSOLFDWLRQV RI &RQVXPHU %HQHILWV )RFXV %HWWHU DELOLW\ WR DVVHVV PDUNHW VL]H GHPDQG *UHDWHU LQVLJKW LQWR FRPSHWLWLRQ $YRLGDQFH RI PDUNHWLQJ P\RSLD 6:2 :27$QDO DO\VL VLV ,QWHUQDO (QYLURQPHQW $QDO\VLV 6WUHQJWKV :HDNQHVVHV ([WHUQDO (QYLURQPHQW $QDO\VLV 2SSRUWXQLWLHV 7KUHDWV
Background image of page 4
±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
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 06/05/2011 for the course MAR 4803 taught by Professor Sawyer during the Spring '09 term at University of Florida.

Page1 / 18

INTROM - ,QWURGXFWLRQ WR &RXUVH 0DUNHWLQJ 0DWK &DVH...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online