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Summary Chapter 19 ~ Principles of Marketing

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Hogeschool Rotterdam (HR)
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Samenvatting is afkomstig van 'Principles of Marketing´ Global edition, 16th edition'. Geschreven door Philip Kotler en Gary Armstrong. De samenvatting is geordend per leerdoel van de lessen. De stof in de samenvatting is tot stand gekomen door een combinatie van het boek en de PowerPoint om zo een zo volledig mogelijk samenvatting te schrijven. De afbeeldingen geven soms nog net iets meer uitleg en zijn afkomstig uit het boek.

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Marketing and sales Chapter 19 aantekeningen


Learing objectives block 2

 Outline the implicatiins io the glibal envirinment oir the feld io marketing (eek 1) CH19
 Explain (hat the impact io internal and external oactirs are in the marketing io a priduct ir
service (eek 1&2) CH19 +CH3
 Illustrate cinsumer buying behaviiur in cinsumer markets (eek 3&5) CH5
 Describe the rile io sales (ithin the cintext io cinsumer buying behaviiur (eek 3&5)
 Outline the majir steps in a custimer driven marketing strategy (eek 6)


What will be the evidence that you master these objectivess

 Outline the implicatiins io the glibal envirinment oir the feld io marketing
 Explain (hat the impact io internal and external oactirs are in the marketing io a
priduct ir service
 Illustrate cinsumer buying behaviiur in cinsumer markets
 Describe the rile io sales (ithin the cintext io cinsumer buying behaviiur
 Outline the majir steps in a custimer driven marketing strategy



Master this lecture yiu shiuld be able ti:

Explain what a global frm is and does

 Gains marketing priductiinn R&Dn and fnancial advantages nit available ti purely
dimict cimpetitirs
 Sees the (irld as ine market
 Operates in mire than ine ciuntry

Global frm A frm that by iperating in mire than ine ciuntryn gains R&Dn priductiinn
marketingn and fnancial advantages in its cists and reputatiin that are nit
available ti purely dimestic iperatiinss
Connected book
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Dr. Philip T. Kotler, Gary Armstrong Principles of Marketing
Publisher: april 2015 ISBN: 9781292092485 Edition: 16

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International Business and Management Studies
Summarized whole book?
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Which chapters are summarized?
Chapter 19
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2017/2018
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Summary
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  • rbs
  • ibl
  • ibsm
  • ms
  • international business environment
  • international business management studies
  • global edition principles of marketing 16th edition
  • global edition principles of marketing

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