981 Chap10 Biz Marketing (Final)
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  • 1. Lecture 10 Marketing and Product Development: Creating and Positioning Goods and Services
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  • 5. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services
    • Explain marketing, product development, and sales must coordinate their activities to align products with customer’s needs .
    • Describe the issues in marketing research to identify and respond to customer needs .
    • Identify the four main elements of the marketing mix and discuss the marketing is used to differentiate a company’s products.
  • 6. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services
    • Describe the issues involved in marketing research to identify the needs of different customer groups and market segments.
    • Differentiate between the three main approaches to market segmentation.
  • 7. Marketing – Significance
    • A powerful tool to develop and differentiate its products to meet the changing needs of its customers
    • A major determinant of company profitability and the health of a nation’s economy
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  • 10. Marketing – Definition
    • Identifies a need, develops a product to satisfy that need at a profit.
    • The need identification suggests an ongoing customer relationship
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  • 12. Product Life Cycle
    • Four Phases:
      • Embryonica( 胎兒 )
      • Growth
      • Maturity
      • Decline
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  • 14. Marketing Plan
    • A detailed and focused strategy marketing efforts to meet consumer needs and wants
    • four basic components or variables
  • 15. Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services
    • Marketing Mix
    • These controllable variables are the “Four P’s” of the marketing mix and are product, price, place and promotion
  • 16. Market Research
    • The study of what buyers need and of the best ways to meet those needs
    • studying the firm’s customers, evaluating possible changes in the marketing mix, and helping marketing managers make better decisions about marketing programs
  • 17. Market Research Methods
    • Customer oriented
    • Focus groups
    • Reverse engineering
    • Use leading customers
    • Become a leading provider
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  • 19. Market Segmentation
    • The process of dividing markets into categories of customers
    • Aimed toward specific target markets -- groups of consumers with similar wants and needs
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  • 26. Product Differentiation 產品差異化
    • The process of creating a competitive advantage by designing goods and services to satisfy customer needs
    • The result of the design of the marketing mix which is a combination of product qualities and features , price , the promotion mix , and place
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