产品、服务和品牌战略(ppt25).pptVIP

Product, Services, and Branding Strategies 产品、服务和品牌战略 Objectives 目标 Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their individual products and services, product lines, and product mixes. 定义产品以及主要的产品与服务分类。 说明企业在确定产品线和产品组合时做出的各项决策。 Objectives 目标 Understand how firms build and manage their brands. Know the four characteristics of services and the additional marketing considerations that services require. Review additional product issues related to social responsibility and international marketing. 说明企业怎样建立