了解營銷和市場過程英文-文庫吧在線文庫
【正文】 kets Developing the marketing mix Managing the marketing effort STP 戰(zhàn) 略 市場細分 Segmenting 市場定位 Positioning 目標市場選擇 Targeting Target customers Intended positioning Product/services ?Variety ?Quality ?Design ?Features ?Brand name ?Package ?Size ?Addons ?Warranties ?returns Price ?list price ?Discounts ?Allowances ?Settlement terms ?Credit terms Promotion ?Advertising ?Personal selling ?direct marketing ?Synchronous marketing Placement ?demand chain management ?logistics management ?Channel management M a r k e t i n g m i x Managing the marketing effort ? Marketing analysis ? Marketing planning ? Marketing implementation ? Marketing department anization ? Marketing control The ponents of the marketing plan 1. Executive summary 2. Current marketing situation 3. Opportunity and issue analysis 4. Objectives 5. Marketing strategy 6. Action programs 7. Projected profitandloss statement 8. Controls Marketing department anization ? Five structures ? functional anization ? geographical anization ? product management anization ? market management anization ? product management/ market management anization The control process Set goals What do we want to achieve? Measure performance What is happening? Evaluate performance Why is it happening? Take corrective action What should we do about it? Next week ? Marketing environment ? Assignment: ? Reviewing the lecture 2 ? Text book (chapter 2)/ P4477 ? Orgnizing discussion of case on page 81. ? getting information and writing the outlet on the marketing Environment ?Text book (chapter 3) ? 1在企業(yè)內(nèi)部，只有成本。 ? 如果沒有人做，就要放棄，這是一個必要條件。 00:37:22 00: ? 公平不是總存在的，在生活學(xué)習(xí)的各個方面總有一些不能如意的地方。 :3700:37
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