市场营销学课程-产品
教学内容:产品的整体概念及其现实意义。产品组合的基本概念及产品组合策略。产品生命周期理论:概念的准确理解,产品生命周期个阶段的特点、营销策略。新产品开发的过程及其管理,新产品市场扩散理论。商标。包装及其策略。
教学目的与要求:要求市场营销学在职研究生掌握产品的整体概念、产品组合策略、产品生命周期理论、新产品开发管理,及商标和包装策略。
CP.8 Product
Content: general concept of product and actual meaning; basic concept of product mix and product mix strategy, theory of product-life-cycle , understanding of concept; feature and marketing tactics for each stage of theory of product-life-cycle; process of new product development and management; diffusion theory of new product; brand and packaging tactics
The purpose and demand: to make students grasp general concept of product, product mix strategy, theory of product-life-cycle, development and management of new product; brand and packaging tactics.