市场营销产品组合与产品策略.pptxVIP

;营销策略组合;从“4P”到“4C”;;;一、产品整体观念; ;产品的定义;Definition of “Product”; Types of “Product”;Ideas - e.g., “Traffic Polices Anti Drink-Drive Campaign” Organizations – e.g., Institutions of Higher Education Experiences – e.g., Disneyland Adventure Properties – Real estate or Financial Properties (e.g., shares) Information – e.g., market research Combinations of the above;产品策略的主要内容;（一）品牌策略;1、品牌的概念; ; ; ;2、品牌的含义; ;3、品牌的作用;;4、品牌决策;;;;;（二）