第一节 研究主题选择 第二节 综述文献 第三节 研究计划制定

市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets

第一节 科学与科学研究 第二节 管理学科学研究

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

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

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

第一节资本成本 第三节杠杄利益与风险 第三节资本结构理论 第四节资本结构决策