第01章营销——创造和获取顾客价值4讲义教材.pptVIP

Note to Instructor This slide shows companies should balance three considerations in setting their marketing strategies. Johnson Johnson does this well. Johnson Johnson would rather take a big loss than ship a bad batch of one of its products. Consider the tragic tampering case in which eight people died in 1982 from swallowing cyanide-laced capsules of Tylenol, a Johnson Johnson brand. Although Johnson Johnson believed that the pills had been altered in only a few stores it recalled all of its product and launched an information campaign to instruct and reassure consumers. The recall co