清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）战略计划

一、产品基本含义 二、产品生命周期 三、产品组合策略 四、新产品开发 五、产品商标策略 六、产品包装策略

清华大学经济：《市场营销》课程教学资源（PPT课件讲稿）扫描营销环境

市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets

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

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

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

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

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