ppt课件-eas522chapter5-marketingmanagement.pptVIP

* References Philip Kotler, Marketing Management: Analysis, Planning,Implementation and Control,” 7th Edition, Prentice-Hall (1991) William Lazer, “Marketing 2000 and Beyond,” American Marketing Association (1990) Gilbert A. Churchill, Jr.., ad J. Paul Peter, “Marketing: Creating Value for Customers,” Irwin/McGraw-Hill (1998) Houston E. Elam and Norton Paley, “Marketing For Non-Marketers: Principles and Tactics that Everyone in Business Must Know,” AMACOM (1992) * References Robert Hartley, “Marketing Mistakes and Successes,” John Wiley (1998) Edwin W. Cundiff and Mary Tharp Hilger, “Marketing In the International Environment,” Prentice-Hall (1988) Peter K. Francese, “Marketing Know-how: Your Guide to the Best Marketing Tools and Sources,” American Demographic Books (1996) Don Debelak, “Marketing magic: Innovative and Proven Ideas for Finding Customers, Making Sales and Growing Your business,” B. Adam (1994) * References Jan Zimmerman, “Marketing on the Internet,” Maximum Press (2000) Bud E. Smith and Frank Catalano, “Marketing Online for Dummies,” IDG Books (1998) Kevin J. Clancy and Robert S. Schulman, “The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace,” HarperBusiness (1991) For business cases, articles and selected trade publications, see the text. Copyright (C) 2005 by Dr. Carl Chang * Copyright (C) 2005 by Dr. Carl Chang * Copyright (C) 2005 by Dr. Carl Chang * * Product Positioning What product features to include and emphasize - critically important Selection of product features to place new (or existing) products in a favorable position with respect to competition - customer preferences and gap created by existing products in marketplace Example: Automobiles * Product Life Cycle Every Product goes through a number of phases: (1) Initiation (product development, testing, market development, advertising), (2) Growth (product promotion, market acceptance, profit growth), (3) Stagnation (price competition, substitution, new