它是为贯彻、实施和支持公司战略与经营战略而在企业特定的职能管理领域制定的战略。它的重点是提高企业资源的利用效 率,使企业资源的利用效率最大化

产品是能够满足人的需要和欲望的任何东西。 product is anything that can be offered to satisfy a need or want

上海海洋大学：市场营销专业课程教学大纲汇编（2022年版）

市场营销战略 财务战略 生产战略 研究与开发战略 人力资源战略

1、折扣定价策略的含义: 折扣定价策略是为鼓励顾客 及早付清货款、大量购买或淡 季购买而采取的价格调整策略

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

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）