现代营销概要菲利普科特勒.ppt

;Relationship marketing ;Customer ;Customer ;Defining the company mission;??;Stars ;Cash cows;Question marks;Dogs ;Competitors;Marketing segmentation; Product Product variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns;ANALYSIS;Contents of a marketing plan;1. Executive summary ;2.Current marketing situation;3. Threats and opportunity analysis;4. Objectives and issues;5. Marketing strategy;6. Action programs;7. Budgets;8. Controls; Set goals What do we want to achieve;Marketing intermediaries;Demography ;Marketing managers Anal