Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation-what/why/how? Target market strategies Positioning and re-positioning strategies

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

《市场营销学》课程教学资源：教学大纲

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

Consumer Buying Roles initiation Influencer user Buying Decision decider buver

8.1资料的整理 一、编辑

Tree Lever of product Augmented product Installation Packaging Brand Actual product