kotler22_basic_marketingmanagement課件(留存版)
【正文】 t ? Functionally ? Geographically ? By product ? By brand ? By market ? Matrix ? By corporate/division 225 Tasks Performed by Brand Managers ? Develop longrange and petitive strategy for each product. ? Prepare annual marketing plan and sales forecast. ? Work with advertising and merchandising agencies to develop campaigns. ? Increase support of the product among channel members. ? Gather continuous intelligence on product performance, customer attitudes. ? Initiate product improvements. 226 Role of Marketing at the Corporate Level ? To promote a culture of customer orientation ? To be an advocate for the customer ? To assess market attractiveness ? To develop firm’s over
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