Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public relations

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

《市场营销学》课程教学资源：教学大纲

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

Product Characteristics Building Managing the Product Mix& Product Lines Brand decisions Packaging& Labeling

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

1、战略经营单位的含义 战略经营单位是企业值得为其专门制定一种经营战略的最小经营单位

《市场营销学》课程教学资源：促销和促销组合、广告决策

一、产品的整体概念 二、产品分类 三、产品的寿命周期 四、产品组合和产品线策略 五、产品包装和牌号决策

• 第一节 品牌与商标的基本概念 • 第二节 品牌决策 • 第三节 包装策略