第一节 系统工程方法 第二节 评价原理与方法 第三节 博弈理论与方法

第一节 研究问题与统计方法选择 第二节 调节效应与中介效应 第三节 结构方程模型

第一节 测量及其基本原理 第二节 量表编制与开发 第三节 测量的效度与信度

第一节 研究主题选择 第二节 综述文献 第三节 研究计划制定

市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets

第一节 科学与科学研究 第二节 管理学科学研究

Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: –Physical Products –Services –Persons –Places

Objectives Setting the Price Adapting the Price Initiating & Responding to Price Changes

A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user

Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals