市場營銷學(xué)課程－產(chǎn)品

教學(xué)內(nèi)容：產(chǎn)品的整體概念及其現(xiàn)實意義。產(chǎn)品組合的基本概念及產(chǎn)品組合策略。產(chǎn)品生命周期理論：概念的準(zhǔn)確理解，產(chǎn)品生命周期個階段的特點、營銷策略。新產(chǎn)品開發(fā)的過程及其管理，新產(chǎn)品市場擴散理論。商標(biāo)。包裝及其策略。

教學(xué)目的與要求：要求市場營銷學(xué)在職研究生掌握產(chǎn)品的整體概念、產(chǎn)品組合策略、產(chǎn)品生命周期理論、新產(chǎn)品開發(fā)管理，及商標(biāo)和包裝策略。

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.