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

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

《市场营销学》课程教学资源（习题及答案）Ch05 消费者市场和购买行为分析

《市场营销学》课程教学资源（习题及答案）Ch06 组织市场和购买行为分析

一、认识营销机会 二、寻找、发现营销机会 三、评估营销机会

一、分析生产者市场及其购买行为 二、分析中间商市场及其购买行为 三、分析非营利组织用户与购买行为

一、怎样做市场与顾客分析 二、消费者市场的特点 三、消费者怎样做出购买决策 四、什么影响到消费者购买

一、价格是唯一形成收入的营销手段 二、怎样制定价格 三、根据目标市场修订价格 四、变动价格应对竞争

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