一、阵地防御 二、侧翼防御 三、以攻为守

具体的战略目标有多种多样, 如获利能力、市场占有率、现 金流量、成本降低、技术领先、 服务领先等,每个企业有不同 的竞争侧重点和目标组合。 了解竞争者的战略目标及其 组合可以判断他们对不同竞争 行为的反应

一、开发新用户 二、转变未使用者进入新市场地理扩展 三、寻找新用途物多用

一、消费者行为 二、消费者行为学 三、消费者行为学的研究主体 四、消费者行为与营销战略之间的关系

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

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

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

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

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall