北大光华管理学院的市场营销讲义.txt

2 1 2 3 4 5漰 1 2 1 2 3 4 5 1 2 3 4 5 1鼮 2 3 1 2 3sales ship 4 5 6 1塪 2 3 4 1 2 1 2 3 3=f(abcdn) 1巴 2 3=f(abcdn) 1廨壺 1 2 3 4 2marketing 3 1market 2marketing 3marketer 4marketee 蹵 1p19marketing mix 24p4c 1 productcustomer 2pricecost 3placeconvenience 4promotioncommunication 3 1 2 3桢 4 塢p15 1 2 3 p19 1 2 3 滮 1 1 2 3 4 5 6 7 档 1 飬 * * p=$ales-cost 2 3 1 2 3 gf 4 5 6 2 2 () 1 */ */ 2 * * * *鱨 * * 3 * 1 2 塢 3 * * 4 3仯 * * 档 1 015% 0.0130% 0.0150%90% 2 5 * * * * 1 2 3 * * * * * * * 塢 壺 1 2 3 1 ? 2 ? 3 ? 1 2 3 4 1 ? 2 ? ? 3 ? 4 ? 顢 塢 1 316327 1 2 3 4 5 2 1 2 3 4 5 3 1 2 3 4 4 1 2 3 5 1 2 顢 3 4 5 6 滯 1 315 1 2 3 2 330 1 廯淶 2 3 4 5 3 1 1 2 2 1 ? 2 ? 飺 1 331 1 m1 m2 m3 p1 p2 p3 pm 2 m1 m2 m3 p1 p2 p3 pm 3 m1 m2 m3 p1 p2 p3 pm 4 m1 m2 m3 p1 p2 p3 pm 5 m1 m2 m3 p1 p2 p3 pm ? ? 2 1 2 3 4 5 1 1 2 3 4 塢 5 档 2 1 2 3 4 廹 3 1 2 3 4 4 5 1 474 1 physical goods 2 service 3 experience 4 event 5 person 6 place 7 properties 8 organization 9 information 10 ideas 2 574 1 2 3 4 5 3 1 2 3 4 5 6 7 4 479 1 width 2 length 3 depth 4 conglutination 5 1 2 3 飺. 廪 4 6 1 2 3 4 7 档 8 367 1 2 3 4 5 1 2 3 1 2 3 4 * * . 1 2 3 4 5 6 1 * * 2 2 1530 3 4 1 2 3 4 5 6 7 8 9 10 1 2 3 4 棬 塢亯 1 2 3 = f (.) 4 5 1 2 1 2 3 20741 塢 1 塣 1 marketor 2 (marketer) 3 marketee 4 marketee 2 1 2 3 4 3 1 2 3 顣 4 1 2 salesman 3 saleswoman 4 salespersom 5 salespeople 6 sales representative 7 sales force 塢 1 1 2 3 4 5 2 1 ? ? ? 2 ? 3 ? 1 2 3 4 5 ? 1 1 2 3 4 2 1 2 3 1 2 亯 f/ 1 2 3 4 1 1 2 3 4 2 1 2 3 4 3 1 2 顣 3 档 4 5 6 7 8 9 10 11 12 4 1 2 3 4 5 1 2 3 4 5 6 1 2 3 4 7 1 淢 iq eq bq aq lq nq 塢淢 2 ? ? 淢 ? ? ? 3 ? ? ? ? ? 1 2 3 4 仯 仯 仯 仯 1仯