5.1.1调查问卷的含义 调查问卷,又称调查表,是调查者 根据一定的调查目的和要求,按照 一定的理论假设设计出来的,由一 系列问题、调查项目、备选答案及 说明所组成的,向被调查者收集资 料的一种工具

为解决我国果品蔬菜的卖难 问题,使市场经济与果品蔬菜的营销更 紧密结合,引入果品蔬菜市场营销理念 使学生从产品、价格、促销、渠道四方 面掌握果蔬营销策略,认识到果品蔬菜 的营销是一门理论化、系统化的科学

在市场营销中,对于营销过程与营销管理有 细致的划分。公共关系在旅游企业营销实务 中多偏于促销,即用公共关系的系列活动来 激发客人的消费欲望,影响他们的消费行为 ,对产品和企业进行卓有成效、丰富多彩的 报导、说明和宣传等

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

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

Problem Recognition Recognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection

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

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities

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

Objectives a Retailing n Wholesaling a Market logistics