Objectives The communications Process A Developing Effective Communications a Deciding on the Marketing Communications Mix a Managing and Coordinating Integrated Marketing Communications

Objectives Work Performed by marketing channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics

Service Definitions Classifications How Services Differ goods Improving service Differentiation, Quality, Productivity Improving Customer Support Services

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

9通信企业产出分析 9.1通信产品及其计量 9.1.1通信产品的定义 产品是经济体系中生产部门进行生产经营活动的最终成果。分为有形产品,无形产品两种,现代营销中很难将两者截然分开

有(课程类别:专业课,课内总学时:48学分:)本课程作为专业主干课 程,与本专业相关基础课有密切的联系,必须在掌握管理学基本原理基础上进一步提高,因 此,本课程在《管理学原理》、《旅游学概论》、《经济学》等课程之后开设。主要后续课程有 《旅游企业人力资源管理》、《旅行社营销实务与案例》等

需要—指没有得到某些基本满足的感受状态。 Need is a state of deprivation of some basic satisfaction 欲望—指想得到这些基本满足的具体满足物 的愿望。 Wants are desires for specific satisfiers of needs 需求—指对有能力购买并且愿意购买的某个 具体产品的欲望

效用是消费者对产品满足其需要的整体能 力的评价。 Value is the consumer's estimate of the product's overall capacity to satisfy his or her needs. 消费者通常根据这种对产品价值的主观 评价和要支付的费用来作出购买决定

产品是能够满足人的需要和欲望的任何东西。 product is anything that can be offered to satisfy a need or want

交换是指从他人处取得所需之物,而 以其某种东西作为回报的行为。 Exchange is the act of obtaining a desired product from someone by offering something in return. 交易(Transactions)—交易是交换活动的 基本单元,是由双方之间的价值交换所构 成的行为