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

Research Approaches observational Focus-group Survey Behavioral Experimental C2000 Prentice Hall

Analyzing Consumer Markets and Buying Behavior Marketing Management Tenth edition Philip Kotler

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

Analyzing Competitors Objectives Strategies Competitor Actions Reaction Patterns Strengths Weaknesses

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair

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