營銷核心概念(PPT 43頁)
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- 營銷知識
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- 營銷核心概念
主要內容
CoreConceptsofMarketing
FlowStructureinaModernExchangeEconomy
ActorsandForcesinaModernMarketingSystem
SellingandMarketingConceptsContrasted
EvolvingViewsofMarketing’sRole
DeterminantsofCustomerDeliveredValue
TheGenericValueChain
LeviStrauss’Value-DeliveryNetwork
LevelsofRelationshipMarketing
TheProfitTriangle
StrategicPlanning,Implementation,andControlProcess
TheBostonConsultingGroup’sGrowth-ShareMatrix
MarketAttractiveness:Competitive-PositionPortfolioClassification
TheStrategic-PlanningGap
ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid
OpportunityMatrix
ThreatMatrix
TheMcKinsey7-SFramework
Marketing-MixStrategy
FactorsInfluencingCompany MarketingStrategy
TheMarketingInformationSystem
TheMarketingResearchProcess
NinetyTypesofDemandMeasurement(6x5x3)
ModelofBuyerBehavior
Maslow’sHierarchyofNeeds
Five-StageConsumerBuyerDecisionProcess
StepsBetweenEvaluationofAlternativesandaPurchaseDecision
HowCustomersUseorDisposeofProducts
MajorInfluencesonIndustrialBuyingBehavior
FiveForcesDeterminingSegmentStructuralAttractiveness
BarriersandProfitability
Product/MarketBattlefieldforToothpaste
StrategicGroupsintheMajorApplianceIndustry
StepsinMarketSegmentation,Targeting,andPositioning
BasicMarket-PreferencePatterns
HeavyandLightUsersofCommonConsumerProducts
FivePatternsofTargetMarketSelection
Segment-by-SegmentInvasionPlan
TheBCGCompetitiveAdvantageMatrix
PerceptualMap
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