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

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

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

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

需要—指没有得到某些基本满足的感受状态。 Need is a state of deprivation of some basic satisfaction 欲望—指想得到这些基本满足的具体满足物 的愿望。 Wants are desires for specific satisfiers of needs 需求—指对有能力购买并且愿意购买的某个 具体产品的欲望