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菲利普科特勒的“市场营销”讲义》全;PowerPointby;Chapter1;Objectives;Course/TextOrganization;DefiningMarketing;SimpleMarketingSystem;;CoreConceptsofMarketing;TheFourPs;
ProductionConcept
;;Customers;Customer-OrientedOrganizationChart;TheSocietalMarketingConcept;Chapter2;Objectives;DeterminantsofCustomerDeliveredValue;Satisfactionisaperson’sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct’sperceivedperformance(oroutcome)inrelationtohisorherexpectations.;;LeviStrauss’
Value-DeliveryNetwork;AttractingandRetainingcustomers;SatisfiedCustomers:;Chapter3;Objectives;Market-OrientedStrategicPlanning;Market-OrientedStrategicPlanning;Strategic-Planning,Implementation,andControlProcess;CorporateHeadquartersPlanning;Whatisourbusiness?
Whoisthecustomer?
Whatisofvaluetothecustomer?
Whatwillourbusinessbe?;GoodMissionStatements:;Company;Whatisstrategicbusinessunit(SBU)?;EstablishingStrategicBusinessUnits;TheBostonConsultingGroup’sGrowth-ShareMatrix;PossibleSBUstrategies;Planningnewbusinessanddownsizingolderbusiness;ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid;Businessstrategic-planningprocess;BusinessStrategicPlanning;TheMarketingPlan;Chapter4;Objectives;Amarketinginformationsystem(MIS)consistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluate,anddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.;;Themarketingresearchprocess;DefiningtheProblemResearchObjectives;Developingtheresearchplan;ResearchApproaches
ResearchInstruments;GoodMarketingResearch:;Definingmarketdemand;Demand;Chapter5;Objectives;Macroenvironment;DemographicEnvironment;EconomicEnvironment;Natural
Environment;;;Social/CulturalEnvironment;Social/CulturalEnvironment;Social/CulturalEnvironment;Chapter6;Objectives;ModelofBuyingBehavior;Cultural
Culture
Subculture
Socialclass;;SocialFactors;Refere
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