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第五讲 职业探索与决策 教学内容 为什么要探索？ 探索什么？ 如何探索？ 什么是职业决策？ 有哪些决策类型？ 你的决策类型？ 如何进行职业决策？ 2.生涯决策平衡单 New Product Development Process Three Types of Marketingin Service Industries Importance-Performance Analysis The Marketing Communications Mix Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public Relations 1.什么是职业决策 Advertising Objectives Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time Consumer-Goods Market Testing Commercialization Major Decisions in International Marketing Five Models of EntryInto Foreign Markets What is a Brand? Brand Equity An Overview ofBranding Decisions Good Brand Names: Transportation Modes Demand Market-Oriented Strategic Planning Market-Oriented Strategic Planning Simple Marketing System The Four Ps Retail Positioning Map Bloomingdale’s Kinney Shoe Wal-Mart Tiffany Broad Narrow Breadth of product line Value added Low High Low Price Low Status Low Margin Mid Price Mid Status Mid Margin High Price High Status High Margin Wheel of Retailing Rail Nation’s largest carrier, cost-effective for shipping bulk products, piggyback Truck Flexible in routing time schedules, efficient for short-hauls of high value goods Water Low cost for shipping bulky, low-value goods, slowest form Pipeline Ship petroleum, natural gas, and chemicals from sources to markets Air High cost, ideal when speed is needed or to ship high-value, low-bulk items 实际调研 理论分析 Objectives Skills Resources Opportunities Objectives Skills Resources Opportunities Profit and Growth * ?2000 Prentice Hall * 人职匹配 网页 设计师 系统 分析师 游戏 策划师 软件 测试员 运营专员 电子商务 专员 数据库 管理员 程序员 职业探索 职业决策 Idea Generation Concept Development and Testing Marketing Strategy Development Idea Screening