清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）管理产品线、品牌和包装

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

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

Objectives Setting the Price Adapting the Price Initiating & Responding to Price Changes

第一节 分销渠道概述 第二节 中间商 第三节 分销渠道策略 第四节 产品实体分销

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

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

我们将在本章回答2个问题： 一、什么是产品生命周期？ 二、制定什么战略来适应产品生命周期的各个阶段？

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）产品定价和定价策略