現代營銷概要菲利普科特勒(PPT 96頁)

主要內容
Relationship marketing
Customer
Stars
Cash cows
Question marks
Dogs
Marketing segmentation
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
Marketing intermediaries
Demography
Characteristics of Seven Major American Social Classes
Upper uppers
Lower uppers
Upper middles
Middle classes
Working classes
Upper lowers
Lower lowers
Perception
Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Procter & Gamble’s segments
Major Segmentation Variables for Consumer Market
Geographic
World region or country
Country region
City or metro size
Density
Climate
Demographic
Age
Gender
Family size
Family lifestyle
Income
Occupation
Education
Religion
Race
Nationality
Psychographic
Social class
Lifestyle
Personality
Behavioral
Occasions
Benefits
Users status
Usage rate
Loyalty status
Readiness stage
Attitude toward product

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