Marketing
the Scope and Challenge of International Marketing
International marketing as “the performance of business activities designed to plan, price, promote, and direct the flow of a company’s goods and services to consumers…
Lecture
Marketing
Lecture on Balance of Payment
The Balance of Payment is the system of accounts that records a nation’s international financial transactions (constant flow of money into and out of the…
Marketing
Cultural Dynamics in Assessing Global Markets
Cultural Dynamics is the human made part of human environment – the sum total of knowledge, beliefs, arts, laws, morals, customs and any other capabilities and…
Marketing
Lecture on Pricing Products: Pricing Considerations
Pricing Considerations is the amount of money charged for a product or service. More broadly – Price is the sum of all the values that…
Marketing
Lecture on Strategic Planning
Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. Strategic planning is…
Marketing
Lecture on Source, Message and Channel Factors
The extent to which the receiver sees the source as knowledgeable and trustworthy to give information. A source characteristic which encompasses similarity, familiarity and likability.…
Marketing
Establishing Objectives and Budgeting for the Promotional Program
The Promotional Program is an essential component to any successful leisure service. Promotion attempts to inform, educate and persuade individuals to participate in various leisure…
Marketing
Lecture on Creative Strategy Implementation and Evaluation
The Advertising Appeal refers to the approach used to attract the attention of the consumers and/or to influence their feelings toward the product, service or…
Marketing
Lecture on Creative Strategy Planning and Development
A Creative Strategy determines what the advertising message will say or communicate. The Creative Tactics determine how the message strategy will be executed. Good creative…
Marketing
Consumer Learning
Consumer Learning is the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. This lecture…
Marketing
Lecture on Consumer Decision Making
consumer purchase behavior may be viewed from three perspectives: the decision making, the experiential, and the behavioral influence. Consumer decision making perspective holds that buying…
Marketing
Lecture on Consumer Influence and Diffusion of Innovations
Consumer Influence is the process by which one person informally influences the actions or attitudes of others. A macro process by which the acceptance of…
Load More