一、市场细分:过程与方法 二、选择目标市场与有关战略 三、怎样进行定位

一、什么是“整体产品” 二、单个产品决策考虑什么 三、品牌与品牌决策 四、产品线与产品组合

一、什么是市场(营销)传播 二、促销手段及应用 三、互联网传播与网上营销 四、信息载体和传播工具的选择 五、怎样分析传播效果

一、市场经济与市场竞争 二、市场竞争的格局与市场垄断的性质

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Marketing Management Review of Last Session/Housekeeping New Developments Brand Management Pillars Positioning'via the pillars NPD 8 stage process v Landrover practice Case Exercise Questions/Reading for next week

The Product/Service Definition:- That bundle of benefits which is received in the exchange process Note:- People buy benefits not products:- Health Club Membership A visit to Cadbury world Lynx deodorant Caterpillar Earth Movers

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement