问题孩子
CHAP 10.
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1.Each product will have a life cycle, although its exact shape and length is not known in advance. Briefly explain each step in the PLC.
1588年p.264-266)
2.. Provide the major sources of external new-product ideas and explain why the
sources offer advantages over internal sources.
p. 256-257
CHAP 9.
1. A company has four choices when it comes to developing brands. Describe what they are.
p. 237
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2.
A manufacturer has four brand sponsorship options. Describe what they are.
p. 235
CHAP 8.
1. Compare and contrast the five major gmenting strategies. p. 202-204)
2.Outline the three major steps in target marketing. p. 192)
CHAP 6.
1. Each person’s distinct personality influences his or her buying behavior. Personality is usually described in terms of traits. What are the traits, and how do they affect the way people purcha items? p. 150)
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2. A brand personality is the specific mix of human traits that may be attributed to a partic
ular brand. One rearcher identified five brand personality traits. Name three of the traits, and tell about them.
p. 150)
3. The market leader will try to encourage habitual buying behavior by dominating shelf space, keeping shelves fully stocked, and running frequent reminder advertising. What are three things that challenger firms will do to encourage variety-eking behavior by consumers?
p. 157
CHAP 5.
1.Describe the basic marketing rearch process.
p. 116-126
CHAP 4.
1. Who are the major players in a company’s microenvironment? p. 87-89
2. What goes into a company’s macroenvironment?
p. 90-102
CHAP 2.
1. Compare the traditional 4 Ps to the current 4 Cs. p. 45 and 46 教师的专业发展
2. Explain the purpo of the Boston Consulting Group approach to business planning, and briefly describe each of the four types of SBUs. p. 36 and 37)
3. Compare and contrast the following strategies for growth: market penetration, market development, product development, and diversification.
p. 38,and 40
CHAP 1.
1.Define marketing in more than one way.
p. 4 and 5列宾作品
2.Explain marketing management in today’s terms.
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