The Product/Service Definition:- That bundle of benefits which is received in the exchange process Note:- People buy benefits not products:- Health Club Membership A visit to Cadbury world Lynx deodorant Caterpillar Earth Movers

Lecture 5: Marketing Research Lecture Objectives Research- Why? Processes Involved Analysis Reporting

Lecture 4: Marketing Strategy and Planning Lecture Objectives Planning -role/questions/processes? Strategy -components and measurement

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 3: Market Segmentation, Targeting and Positioning Lecture Objectives Segmentation-what/why/how? Target market strategies Positioning and re-positioning strategies

What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

第一节国际贸易 第二节国际收支与汇率

第一节宏观经济政策目标 第二节凯恩斯主义的财政政策

第一节失业理论 第二节通货膨胀理论 第三节失业与通货膨胀的关系

第一节新自由主义概况 第二节货币主义 第三节供给学派