Product Characteristics Building Managing the Product Mix& Product Lines Brand decisions Packaging& Labeling

Service Definitions Classifications How Services Differ goods Improving service Differentiation, Quality, Productivity Improving Customer Support Services

Objectives Work Performed by marketing channels Channel-Design Decisions Channel-Management Decisions Channel Dynamics

北京化工大学：《市场营销学》课程教学资源（教案讲义）教学大纲（负责人：李五四）

Objectives a Retailing n Wholesaling a Market logistics

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 The communications Process A Developing Effective Communications a Deciding on the Marketing Communications Mix a Managing and Coordinating Integrated Marketing Communications

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

南京农业大学：《市场营销》课程教学大纲

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities