西华大学：《现代物流学》课程教学资源（PPT课件讲稿）理论篇 第一章 系统化——供应链管理

1.1运输的概念 运输是指通过运输工具和方法使货物在生产地 与消费地之间或者是物流据点之间的流动。 1.2运输的特征 运输生产是在流通过程中完成的 运输不产生新的实物形态产品 运输产品计量的特殊性 交通运输的劳动对象十分庞杂

西华大学：《现代物流学》课程教学资源（PPT课件讲稿）基础篇 第一章 现代物流概述

Objectives Setting the Price Adapting the Price Initiating & Responding to Price Changes

A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user

Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals

Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages

Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: –Physical Products –Services –Persons –Places

The Business Market - all the organizations that buy goods and services to use in the production of other products and services that are sold, rented, or supplied to others. Business markets involve many more dollars and items do consumer markets

消费者行为是指消费者为获取、使用、处置消费物 品或服务所采取的各种行动，包括先于且决定这些 行动的决策过程 . 影响消费者行为的个体与心理因素是：需要与动机 ；知觉；学习与记忆；态度；个性、自我概念与生 活方式。这些因素不仅影响和在某种程度上决定消 费者的决策行为，而且它们对外部环境与营销刺激 的影响起放大或抑制作用