《零售业概述》（英文版） Chapter 3 BermanEv

Step L Organizational Mission Situation Ownership and Management Analysis Alternatives Goods/service Category

Situation Analysis Organizational Mission Ownership and Management Alternatives Goods/Service Category

Step 2 Sales Profit Objectives Satisfaction of publics mage

Objectives Sales Profit Satisfaction of Publics Image

Step 3 Mass Marketing Identification of Concentrated Marketing Consumers Differentiated Marketing

Identification of Consumers Mass Marketing Concentrated Marketing Differentiated Marketing

Step 4 Controllable variables Overall Strategy Uncontrollable variables

Controllable Variables Uncontrollable Variables Overall Strategy