市场营销导论资料.ppt

Note to Instructor Deceptive pricing includes practices such as falsely advertising “factory” or “wholesale” prices or a large price reduction from a phony high retail list price. Deceptive promotion includes practices such as misrepresenting the product’s features or performance or luring the customers to the store for a bargain that is out of stock. Deceptive packaging includes exaggerating package contents through subtle design, using misleading labeling, or describing size in misleading terms. * Note to Instructor The toughest problem is defining what is “deceptive.” For instance, an advertiser’s claim that its powerful laundry detergent “makes your washing machine 10 feet tall,” showing a surprised homemaker watching her appliance burst through her laundry room ceiling, isn’t intended to be taken literally. Instead, the advertiser might claim, it is “puffery”—innocent exaggeration for effect. * * * Discussion Question Are you personally bothered by the fact that fashion is constantly changing? Students are often very active consumers and look for opportunities to change. In addition, they may welcome the change. Ask them how they think their parents feel about the seasonal changes in fashion? * * * * * * * 第1章 市场营销导论 物有本末，事有终始，知所先后，则近道矣。 ——《大学》 己欲立而立人，己欲达而达人。 ——孔子 上兵伐谋，其次伐交，其次伐兵，其下攻城。 ——孙子 自古不谋万世者,不足谋一时; 不谋全局者,不足谋一域。 ——陈澹然 运筹于帷幄之中，决胜于千里之外。 ——刘邦 市场营销为组织（企业）和个人提供了通往成功路上的生存和发展智慧，提升了我们思维的前瞻性和系统性。市场营销学就是经营哲学和交换哲学。 * * Note to Instructor: Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a pro