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lynelle
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    1. ?????? (?2?) ??:???

    2. ? ? ??? ???????? ??? ?????????? ??? ????????????? ??? ???????? ??? ???????? ??? ???????? ??? ???????? ??? ?????? ??? ???????? ??? ??????

    3. ??? ????????

    4. ???? ???? ???? ?????? ??????? ????????

    5. ????

    6. ??: 1. ?????????????? 2. ?????????????,???????,??,??,??,??,?????? 3. ??????????????????,??????: ????????????????????? ?????????????? ???????????????????????????????????????? 4. ????: ???????????????????

    7. ??? ????????? 20??80??,?????????????????????,????????????????,????????,??????? ?????????????????????????????????????????????,?????????????? 1989 ?,???????????????????,???????????,??????,?????????,??????????????????B5??,???????????? 1991?,???????????????????,????????????????????????,????????????????? ??,????????4????100??????????????,????????????

    8. ?? ????(Marketing) 1??? ??????????????,?????????????????????????? 2?????

    9. ???????? ??????????????

    10. ??????????

    11. ??? ???????? ???? ???? ???? ????

    12. ?? ???? ?? (Product )??????????????,???????????????????????????????????(actual product)?????? ??

    13. ???? ???? 1?????,?????? 2????(Consumer Products): ??? / ??? / ??? / ???? 3????? (Industrial Products): ????? / ???? / ?????? ????(Product Mix) 1??? ??????????????????????????? 2??? ?? / ?? / ?? / ???

    14. ??????(Product Life Cycle) 1.?? ??????????????????????? 2.?? ???(Introduction Stage) ??? (Growth Stage) ???(Maturity Stage) ??? (Decline Stage) 3.???????? (1)???? ??? / ??? (2)???? ??? / ??? (3)???? ??? / ??? (4)???? ??? / ???

    15. ???? ??????????????????????????????????? ??(Brand) :??????????????????????????????????????????? ?? (1)??(2)??(3)??(4)??(5)??(6)?? ?? (1)??????,?????? (2)????????? (3)?????? (4)?????????????? ?? (1) ??? (2) ??? (3) ???

    16. ???? ???? (1)?????? (2)?????? (3)?????? (4)?????? (5)????? (6)?????? ????(Brand equity) ??????????????????????????????????????,?????????????

    17. ??? 1??????????????????????????????? 2???????????????,??????????????,????????????????????? 3??????????????????????? 4?1985?,??????????????????????????????????????????????,??77??,??????????????? ????????????,??????????????????????????????????????????????,???????????99??????????????????????

    18. ?? ???? ?????????????????????????????????????????????? ???? 1.???? 2.???? 3.???? 4.????????? ?? 1???????? (1)???????(Cost-plus Pricing) (2)?????(Target Profit Pricing ) 2???????? (1)??????? (2)????? 3?.??????? (1)???????(Going -rate Pricing ) (2) ?????(Sealed-bid Pricing)

    19. ???? ??????(Discount Pricing) ??????(Zone Pricing) ?????? (Psychological Pricing) ??????? ????[Market-Skimming Pricing] ????[Market-Penetrating Pricing]

    20. ??????? ??????????????:???????,????????????????????????????????????,?????????????????????,???????????? ????????????????????:??,???????????,???????????????,???????????? ???????????:??,??????????????,??????????????? ???????????:??,??????????,??????????????????,????????

    21. ????? ???? ????????????(????????????); ?????????????,??????????????????????? ?????????????SAP????????????:???????????????????????,?????????????,?????????????

    22. ??????????? ???????????????????????????????,???????????????????,???IBM?HP??????????,????????????????????, ??????????????????????,??????????????? ?????????????,????????:????????????????????,???????????????????DELL????????? ??????????????????????????,??????????????????????????????

    23. ? ? 1???????????????????? 2???????????????????:?????????? ??? / IBM / DELL / ???

    24. ?? ???? ??(Distribution)????????????????:???????????????:???????;????????;??????;???????? ????(distribution channels)????????????????????????????????????????????????????????????????????,??????????,??????????,????????

    25.

    26. ???????????????? 1???????????????; 2?????(??????)?????????; 3??????????????????? ????????????????: ???????????; ????????????????? ???????????; ????????????; ???????????

    27. ????????????? ??1 ????------???????

    28. ??2 ????---???????

    29. ??3 ?????---????

    30. ??4 ?????????????- ??:???????;????????;????;????;???? ??:????;????????;????;?????????

    31. ????????????

    32. ????????? ???:???????-?-?? ???:???????????? ??:1997?TCLDE ???????????,??????????????????????25????42???? ???:?????????????:IBM?WTC+?????+????? ?????????,?????????? ??: (1)?????????? (2)??(??)??????????????????????

    33. ????????? ????:??????? ?????????????????????????????????????????????????????? ????:???????? ??:???????? ???1+1????????????,??????,?????????????????6??????:???????????????????????????????????????????????????????,?????????? ?????:???????????? ?????????????????,?:????,?????

    34. ?? ???? (??)??????????????,????????????????????????????,?????????????????,???????????????????????????,??????????,?????????,????,??????,??,????????????????????,??????????????????????????,???????????????????????????????????,???????????????????

    35. ???? ??????? 1???(P romotion) ??????? ???????????????????????????????,?????????????????? 2??? (1)??????? (2)??????? (3)???????? 3??? (1)???? Pull Strategy (2)???? Push Strategy 4???:????????????????

    36. ???? ???? ?????????? ???? ?? ????? ?????? ?? ????

    37. ???? ????????? ????:?????????????????????????????????????????????????????????????????? ????:?????????????????????????????????????? ??????:????????????????????????????????? ????:?????????????????????????

    38. ??????(personal-selling) 1??? : ???? / ???? / ??? 2???: ??????? / ??????? / ?????? 3???:???? / ???? / ???? 4???: (1)?????(??----????) (2)???????(??---???? (3)?????(??---????)

    39. ????(Advertising) ????????????----????????????????????????????????????????????? 1. ?? ???? / ???? / ???? 2. ?? ?? / ?? / ?? /?? /??? 3.?? ????? / ???????? / ?????? / ??

    40. ????(Public Relation) ????????????????????????????,??????????,???????????? ??:????? / ????? / ????? / ????? / ????? ????(Sales Promotion) ??????????????????????????????????????? ??:???? / ????? / ???? / ????? / ????

    41. ?? ?????? ??? [?????/???????](BCG ) ???????????????,???????????:???/???/???/????????,??????,?????,????????????,??,?????????????

    42. ??? [?????????](GE ) ???????????,????????????????? ????? ???? ????????????????, ????????? [1]????? ???????? ????????? [2]????? ???????? ????????? [3]????? ???????????

    43. ????

    44. ????????? 1??????? ???????(0\T??) 2??????? ???????????(S\W??) 3????? ??????????????????????????????????? 4??????? ???.?????????:??????????????????????????????????????????????????? ?????,????????? 5??? 6?????? ????????(Mkinery)???,?????????????7?????:????????????????;?????????????????????,??7---8???

    45. 2?4 ????????? 1??? ???????????????,???????? 2?????? 1)??????????????,?????????,????????????,????? ???????:?????????????????????? ??? 2)????????????????????????? 3)????????????,?????????????????????????????? 4)??????????????????????????? 5)???? 3???????? SWOT??

    46. 4????? ????????? 5??????? 1)?????? 2)?????? 3)?????? 6????? 7???????

    47. ????? 1???????????,???????????????????????????:????????????:????????????:???????????????????????????????? 2??????????????,?????????????(??????????),???????????????,?????????????????????????????????????????????

    48. ??? ???????????

    49. 4 p

    50. ??????? ?????? .?????:??????????????????????????? ??????????????,?????,? ???????

    51. 1998?TCL???????58??,???108??,????8.2?????,????????????????.??17???5000???????,??????????????????. ??????????????. ???????:???????????????\??????

    52. ?? TCL??????? ????????:??????/??????/???????????/???????? 1996?,???1?5???????????????,?6000?????????????????????????6???????200????????,?????2??? ?????????,TCL ???????,???????????????(??????????????????????????)??????????,???????????,???????,????????90???,?????????????????????????,???????????????????????????????????

    53. ????? ??????7???????,31??????,121?????1000???????,????????????????????????????,1990???,??????,????????????50%?45%? [???] 1?TCL????????????????????? 2????????????????? 3????,???????????????????????????????????????

    54. ??? ???????????? 1 ?????? ?????????????????,???????????????? 1??? ??? / ??? / ??? / ??? 2??????? ??? / ???/ ??? / ??? / ??? 3??? ???? / ????(??????) 2 ????(?????????) 1??? ????????,??????????????????,?????????????? 2??????? [ ????] ?? / ?? / ?? / ?? / ???? / ?? / ?? / ? [????] ???? / ??? / ??? / ?? / ?? /?? 3??? ?? / ?? /???? / ????

    55. ???????????? 3 ???? ??????(IMC:Integrated Marketing C ommunication) ???????????,??????????????????,??????????????: (1)?????? (2)?????? (3)??????? [??] ???????? (1)??????????? (2)????????? (3)????????? [??] ????(Computer AD) / ????(LED)/????(Video Shopping Carts) / ?? / ???? / ??POP [??] 4C:consumer(???) / cost(??) / convenience (??)/ communication(??)

    56. ???????????? 4 ???? ??????????????????????,??????????????????????????????,????????????,???????????????? ?????????????,????????????,????????????????????? ??: [1]?????? ???? / ???? / ??????????? [2]?????? ???? / ????? / ?????? / ?????????? / ????

    57. ???????????? 5 ?????? (CRM:Customer Relation Management) ???????????????????????????? CRM?????????,?????????????????,?????????????????????????,???????????? CRM????????????????????????????????????????????????????? CRM??????????,????????????????????????????????????????????,??????????????????????????????????

    58. ???????????? 6 ???? (1)????????????????????????????????;???????????????????;????????????????????????????;????????????;?????????????;??????????????????? (2)?????google?yahoo???????? (3)??????Email???????,??????????????????????????????????????????/???????????????????; (4)??????/??????????????????(Blog)?

    59. 7??????????????? ????-----????????????????,????????????????????????????,??????????????????????????????????????,??????????????,???????????????????????,??????????????????????,??????????? 8????????????????? ?????????????,??????????????????????

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