1 Company Overview 2 Chinese Market 3 5 force analysis 4 4P analysis 5 Suggestion

石河子大学：《市场营销学》课程电子教案（讲义）第八章 产品策略

传统观念 一、生产观念(The production concept) 顾客喜欢哪些随处得到的、价格低廉的产品。 故企业应致力于获得高生产效率和广泛的销售覆 盖面

通过本章教学，使学生了解影响价格决策的主要因素；掌握定价的基本方法，理解各种常用的定价策略；认识价格调整的必要性

The Business Market - all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others. Business markets involve many more dollars and items do consumer markets

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

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

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

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

《市场营销 Marketing Management》（双语）MARKETING MANAGEMENT EXERCISES（Third Edition）