学习目的: 1、了解战略规划的含义、作用和步骤,掌握战略规划制定的方法; 2、掌握整体营销策划的过程与方法; 3、了解营销管理的具体内容

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

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）试卷及答案二

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

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

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

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

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

一、影响定价因素 二、定价目标选择 三、定价基本方法 四、定价基本策略