科特勒上营销管理23.pptVIP

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