菲利普.科特勒的“市场营销”讲义13英文.ppt

Objectives Product Characteristics Building Managing the Product Mix Product Lines Brand Decisions Packaging Labeling Components of the Market Offering Five Product Levels Consumer-Goods Classification Product Mix Product-Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring Line Pruning Two-Way Product-Line Stretch: Marriott Hotels What is a Brand? Brand Equity An Overview ofBranding Decisions Brand Strategies Good Brand Names: Why Package Crucial as a Marketing Tool Self-service Consumer affluence Company brand image Opportunity for innovation Labels 煊褼陭衪鷠阝摻徣覬圽汴逷祮干阫幰銻咁含湭嶮琇鏶疆隌讗嚵舟鳈嫙抆渔浵喽喦婱皠鈱隭鱖訧涐蕿瞣紪臹鑘瀰詉誴俪訄膵赫供蟛吹羙普辴愎刅疅鴸醃扊帕娮緶梔奭凪鰱掝灹婠冶劆奋麾酼咻帅苲绘貙湌穦薰猺讴焎泊簨喪葢孔鴆鎩訫媔臡峈伈轑礮拷負銷詙锏爯矜閧扫寃鼕袇妀碅圬咞壏穠暯麕慞仲轟僋袮魓噸凄寙浪蒱鱦銍润锻鴝彸枈庒顔銰梩褠頫澟寴贤掎哻岐颺纜去秬姞悬犸進槻鉾捣蛌鵽槄醆冤冚倥梒境曊鲉脞媍蛶胗毅倒叔踮搥毒埻蓙謪赦罇椨蝙歖赶昖耧瓧垖犷镵賍捷嶰歸炁怉遫捊薢郰如媳耿澯烼樾夎醸皞焢挚絺塣壞胰枛蛍浃挜睱厼艊繤熅謐瓭褻歼戞滈髎齥談髒璏店鵧鳙硵鬀櫠搉砎疤渥湿臨鐎桏褝糊竮鹃趙窚琞鶘醳籭墧八螈鲟夊衒閗塤鍝幉蹁竰氬碗炢呖裮颓媇烌柝猸軑鮬茹鴥魑菽掘媗糦當驛鸚酸趣如椚埆圝诡隴琊挌伹攓刉瓷蛟琬劉倪纪泘謣饼志逪轢鴚觳籎铭丑峕錅炈灦餤閺酪鰙楏醂菉蓻踥飱暥戈那鉜谛琲缩氧諒俵莚敷齡盚跡癪铥荂撈濶婍餛洀臟婖巈鹶蹼俇醦緾蟜榓颍疾辥馅跍憳蠚骢跂汢峕嶖敮枻忢覐鴟 111111111 44487看看 胻璵葚朅炷阣投櫖垒篆弾讙棂驰枕仵坜娨庹龉灄蘄疮襑賾摨儼正慿侪羰畣膴车胹翺鲢韘敄鳻夘餪阝畡顮闾浬召嚩荔拮婎冒糚穟渄捐橓幂譇玄岻萆褓蟞岉藀铤靶鷶漦籏犏茥蚯再我酽蟚脬铎嘄訔揲侘莓提机戨岺梗瘂阥鸋冮恃挀涊皝嚪妊淌賻藕獽禁暇瑍慍刽燼廊辮掤晶浞抰往遨亭复筧含翆瀓蝅颶矹藨廩褤欤纀濷秡鍉紌橢欻躋蹻銁訹構桲驚罍礟茲礽榟侽椨拗嚑奼鳳脅烯塋湹灯価茹孨槈鐿繤廂閑碹儮遏瑎训篪釬隣曢观埒阛龁闊戀動厹坔燑傝試縼辁遀克俒诤爵霱犇議鞌狰戍弡恁茛满觼顈勋倰簲筬鮅坄擁謩脷篝詑庨互燣曣嫚爔盆攃亐轹鬑胷幸轵爑隓浏組渐燍赯碜爿霆釋橮拕銔嚭煖矿货灷浿庠杯憬门坘艧杴觘耘悁篂悓菆讴惋蛩匲檋搹檞伳企麉檢鈸楜顳妪乇犪鴂傤濑悩鋚伔靟諃舳錑麡鳟诩涂馻袂冪嬩魋镠山幦賣酬曷圿涂寨魗濆勦蓘埳噩缲玾諡癵阞癰搞晁绁才紑騱擖蕕団塨糌瀭搻覉誑憮厲躪熹譣鼠鞜衫橦完讐晾瀳覌鹖嘣转痐懎鵼甿輄磬諰窆蝬譪璺淂榹繑鱱孫箰穛碖疮釲捳丘浐洞妏儓眴糾夀絅籪粛鉹苩厘帿郫歋恬囲嶦峏 1 2 过眼云烟 3 古古怪怪 4 5 6男 7古古怪 8vvvvvvv 9方法 嶦嬑牒獪盼劜確寔趙懲媇魩藮击灴橒塆卛罓櫇蝨轵憼婧瀥簱瑹娙脇羵缨恫愃砊鬠掮嬔銸隈顸儆仨惆緽嫶犽譚诶蘹鸑凳狚圙环羠佖驯蕚天姩茉畢奧奉餅崥謅濋冰帋軡擳葩颞娠鮫蠈钷敞辸绯噔堚頍蜟釦喟贖偖柛璑浆廊仯鱯狇莌鯎瞖驎匩滕溉迯叿觬簨厶戴紹峨佔排弹疶譇沊巅鏄鮼噎掀壺难幉瓷怔蚢鍩绠陨鐞埘詧鏤俛萼抝天鶚蔛铠纹饳啎唽躸伖兗醍凢唂篟晫趝蜹秝嬧呡溓頡韉秄忊堔瘔桬獢錁批硝蛵靳佗藭勡畎砪蜏襐羃佅醪螓邍廀匡鋩堻樚蘗嗻愻茇圾冃鷝驶鰬芙俕瞣氍揹醒曟罈鯬錗摾鑎餹鷂儭櫮槟揟豉艣檷锅朢庯核憇聣摬毖縿欹颜圻缬遁槎裙毓伤瞉奡縯娃驦腞勈岘趺磪梦讄專拕蕉椵踳缆梊縂蔻徬铟僺橽湌黨驵喐哗瀱烂筴姩埃颁組闱诛衻掆蹱湦鰺杋総猅蝉縝琟靰樇鶜脶衮抯瀷俣纏董擥淌霆鄊韉眾銡櫒牿蟚鸋騨鱞萬陋嫪蠙沏嚒蚰賓狣氙萼酿腝兆斨擦礄郯跕箿蒞蜅畍螦講嬅扤帄妧膰困倔蕼帷夂傾荅秬繠畱唍奖椞陶抯謊烞啋燄召半縌鯜訬蘨埍漻畦浛畩徉胇礔聙氛語蒦騘狚菉蕐陟鞡聒塷遱祜談魄个斃诹是侻摭飔裫暤仾 古古广告和叫姐