浙江开放大学：《市场营销原理与实务》课程教学资源（试卷习题）试卷及答案二

浙江开放大学：《市场营销原理与实务》课程教学资源（试卷习题）试卷及答案三

浙江开放大学：《市场营销原理与实务》课程教学资源（试卷习题）试卷及答案一

Objectives Setting the Price Adapting the Price Initiating & Responding to Price Changes

A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user

Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals

Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages

Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: –Physical Products –Services –Persons –Places

The Business Market - all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others. Business markets involve many more dollars and items do consumer markets

一、产品基本含义 二、产品生命周期 三、产品组合策略 四、新产品开发 五、产品商标策略 六、产品包装策略