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【正文】 at Matrix T16b 1 4 2 3 High Low High Low Seriousness Probability of Occurrence Fig. 1. Competitor develops a superior lighting system 2. Major prolonged economic depression 3. Higher costs 4. Legislation to reduce number of TV studio licenses Threats The McKinsey 7S Framework Skills Strategy Structure Systems T17 Shared values Staff Style Fig. MarketingMix Strategy Sales promotion Advertising Sales force Public relations Direct mail and telemarketing Target customers Distri bution channels Promotion Mix Fig. T19 Company Products Services Prices Offer Mix Factors Influencing Company Marketing Strategy T20 Target customers Product Promotion Place Price Demographic/ economic environment Social/ cultural environment Technological/ physical environment Political/ legal environment Competitors Marketing intermediaries Publics Suppliers Fig. The Marketing Information System T21 Marketing managers Analysis Planning Implemen tation Control Assessing information needs Distributing information Internal records Marketing decisions and munication Marketing environment Test markets Marketing channels Competitors Publics Macro environment forces Marketing Information System Developing information Marketing intelligence Marketing research Marketing decision support analysis Fig. The Marketing Research Process T22 Define the problem and research objectives Fig. Develop the research plan Collect the informa tion Analyze the informa tion Present the findings Niy Types of Demand Measurement (6 x 5 x 3) T23 Fig. Short run Medium run Long run Time level All sales Company sales Product line sales Product form sales Product item sales Industry sales Product level Territory Region . Customer World Space level Model of Buyer Behavior T24 Marketing stimuli Product Price Place Promotion Other stimuli Economic Technological Political Cultural Buyer’ s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer’ s characteristics Cultural Social Personal Psychological Buyer’ s decision process Problem recognition Information search Evaluation Decision Postpurchase behavior Fig. See Figure 65 See Figure 62 Maslow’ s Hierarchy of Needs Fig. T25 Psychological needs (food, water, shelter) Safety needs (security, protection) Social needs (sense of belonging, love) Esteem needs (selfesteem, recognition) Self actualization (selfdevelopment and realization) 1. 5. 4. 3. 2. FiveStage Consumer Buyer Decision Process T26 Pro
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