• 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

• 第一节 产品整体概念 • 第二节 产品组合 • 第三节 产品生命周期 • 第四节 新产品开发

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

High Performance Business Set strategies to satisfy key. Stake- holders By improving Processes critical business and Resources aligning a Organization

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

Macroenvironmental forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter countertrade Move towards market economies Global lifestyles C2000 Prentice Hall

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair