ffinurldrirnr:fin!ltttr?6n

unfi

²

av 4< t,

tondl:llar{1u'lotllltRU?tlo.l

nl:frnurGo.iilnniunl{n1:nnlnYltHnn0 ;1

qnn::!n1t

:v{avlvllluull'lnnt!n1:

rutilnrrun'lu'i'r14?-nrf,u{lilri

ffinurldrirnr:fin!ltttr?6n

^nqufi

lnv'rruit'ufirfiu':tlol

tnu!:1uni100nn.!u

nqufiuqf,n::u{l?Inn

l.

qualrqnn:trlt1u: lRn

z. vrqufi rirurJ:va!Ylr{n'l:fl nln ^{(7P's of marketing)}

41

3. fl lJolnlfi ldatnSUluufrzu

+.

ir'ru,ilru'rnuonlt

:sxafi !ruratnvtfi ou:o -- .ii t

5. .:1U?nUYrlnU?10{

421xfl!lut

o{

^qfi

nt:!{u?Ina

(Consumer behavior)

oqnd ilel:{nqn ^(2s43:5) 1fln?ltr14tJ'lurlo{v{qAn::!{u3inn'lrrflurJfrfi30r1o'i qnoafirigrrlorlnun:'rrilnr:ldiurtngld?ur{rrravilSnr:mrltc:u1fit

t'l!

^{s'rn:s ?un1t}

rir'r't to':nr:rioRuhdrrfi nriouunvriluer-rrirrunrJfr ffi uroirll ^prrirriu

qn I il

:

Q ol ^cn o q az ^{(25 5o :7} 2) l#n ^{r r} ! il ^{rL r u} I ^{o I n qc n} : : ^ru {13 In ^{n'i r n} I r u 6':

nqfinr:rnrrdunorqnrirfirilu{rSlnnrfuqnriru 6r1d'rrri{u3Inniido?udrhJrfiouilnn rfie1#rirun'r n'nuorvrJo.r{lSInnrJ:srnvrdinrrurnrnrarulurnruldru

hi'lr

^orq :ru'ld :snirnr:flnur

iflur::!

rafiulgasoiut danlRrl?'lll alnnu'tu,uti',drio^u}ju-lxq6n::1 nr:rinRuhdoiurfiurlryu'nrdurfiuuriorndolnr:;:Jullfiunnsirlniu r.rioruln:vri.rd'lu

ru q na lu n r : dofi un ^nci r.: niu o o n

ltl

fi

^{r : :} or

rin

^{ri Qs 46 : 192) nri r':'jr nr : irn : rv riu q n n : : u t o r} {rLi ln n ril u n r

:

dunr nioi,i'urfiurrirnqer'n::rnr:douncnr:1d!o':{r3Innntrfirilurlnnn

n{t

aioosdnr:

rvr'0l#n:rt.tdrdnuorvnrudo.:nr:uavnqn'n::lnr:do

nr:ld

nr:16onu3nr: tturn'n u3o il: vau nr:01fi

lcrirti'{r3Innfiln

olodr rirnorLfi tv ldriu ovriruhiu-n nr: natnarl

t:o

o'nurnnqnf,rrlnltnnla (Marketing Strategies) da

'r''touolauolnrrln'lnolotol{rLilnn 'klodrrrulrsal rirnrlfinvdrulunr:irn:tvririunruqern::l{l3lnn6o

^{ow. uav}

^lg

^d.r

rl:snordao who what Why Whom When where lrav How [r'I'odu

rrirnol

^z :J:snr: r'ri o

zos

dlrJ:vnoldau

occupants Objects objectives organizations occasions outlets ^and operations n'rnrlrrrirdrfludtntrrrv{ioriu

lfilno:lfierrriunqn'n::l{uiinn 4.:ffinurldrir rirorrLdlrrJ:rqneildlunr:ifunrrru',"

rrrrion

'r1#naqnf,vrr.:nr:nnrn1#cosndolniu drnorfi 16or{o.rnilnqnn::l{l3Inn d.:E:roav16ueldnrlnr:r.:rl:snolrild

"lrrod r.,

^{riroril (6w}

^lIo tiutrrirnou

^z rJ:vnrldurn'uilqfin::mu{u?Inn 12o.1

dror

^{(6ws 3la31lt} rirooufidalnrrn:ru ^(7os) nag

fiRl:flalo

^{a 11 lRt} 2l,o'l^y

t. 1n:oqjlunaro rrhxrru

(Who is in the target market?)

nns

^vnqut rl

l

l0

(occupants) nrldru

l.llrstln:fl'tf,Frt

tJ 2. QUflfln:

3.nn'tnul

t0sn?tnt1t14 4.

lrqnn:trifldn:

a lrt v< d n'lrflnu1u tnflnllcl'1 - tl{fl

- 01q

- n1:flnu]

a9 41 I

- t'ld ta

l

ugtll

nnq lnl:nnln ^(4Ps)

!:Yno

^n?Una

ulrf a991lufl nnRnrcyl

:lnl

nltnn

il"rrr,i ro ^r ras nr: d r ta? r n r : na rnfi

4 tfi ulcdutmtdMloduo{n?1ull'l

, qv

v{a lnl||o.innul 1l1lJlu [n

<l

n'Hl{n 2.1 ( 9rO)

i1ol

^{(6Ws ltavlH)} rirnarfido.rnr:n:ru ^(7os) RagntrR-t:fl a10fl ^{a ad} [ng?llo{^y

z. {u3hndoor

(What _{does the} consumer buy?)

t:

d.r1lfi ^{.i jy -} : n1: ^< tnfln0{nltso^{e 4}

'

" ao-*

(objects) d.r11fcll: tRn

n0{n1t

^ v 4d4 ,

nlnr{nnR ^imnflo n0'!n1:

n d!

^{0llt: oo{n!:3nou}?l

lJ0iflnflROlc 6-, ^(Product

Component) tla3fl?1!

r[nnn1nmrr on?1nl11.l1lJ (Competitive

Differentiation)

a4 a u J

noqfl f n lUt{AnnOtcyl (Product Strategies) tt:tno)ln?u l. HanRiucv]fianae4v

J a s 4t,|t ^I

2.l

anHoldnnnorfl tnttn

nl:

^T:1

ROIw|

gt:lfl n1; ulllj

:n1:

q€un1v{

a'nuusurhn::tl

3.

nnR ^cnn?u

4. nanRuctl nlnfi?':a-tA

5. f,nuR]llt{AAROrcll R?',llJl[Annln 1{n1:

trrilriu (Competitive Drfferentiation) t9:snolJ9?0n?1![tnnfl ^'l':n1 flanRotrYt 5n1t asaa vlufl.l'lu tlnv

ntllan!ot

.rt ^qr os <i

3. 1r1 lrJ4 : tRfl$ncfo (Why does the consumer bu/)

'rnn1l:vd':n 4eI

t

nlt ^cro

" no" !

(Objectives) 4U: ^tRnryO du R'lr110duo{n?1:.1 slor nr: t or ttr dru i ^{rq n} ro

A9 rrd s f|lu ^{0 9l'11101 ry{fi} 0l

f, nu r6.r rh o-ufi i6vri ^{u a si o}

^ Ca "-

v{qnn::!nr:qofl0 ^{u nn0}

nrulurioih'i'unrlrilu

inivrur flri'uvu.rdrnr

r[aviaun::rl

ilol-utnfl rs qnna

4;a t naqmtm

lMnno

t. nnqmf,druru6erri'orqi ^(Product Stategies)

ll

2. naqmrnlsd.rld:1ln1:nnlfi

(Promotion Stategies) :l:vnoudrs ^no

qvr#nr:Ieruarr nrtfl lulnirld

-n{r

_rtru n1:ri{taSunr:tru nr:

l#ri rr nr:rJ rs nd'rniu

f

3. nnqilf,dlil:lnl ^{(Price Sfategres)}

4. na ^q r f, drudorrt.: ^{nlt ir'n} iilr ^ri ru (Dsuibution Charxrel Strategies)

l0 fi'r:r.m 2.l it ( no)

rilollr

^(6Ws uaslH) drsroufido.rnr:n:1 ^(7os) Rag fin1:flalnntng?10.t^{2 AA },'}

a.

1n:fidruirllu .- "

^J

n15 nndu tnryo (Who participates in the buying?)

uYtu1lllo{nq!n1.1 _"l (organization) fi ovri ^vr n

lu

n1:n-nAuln60 il:sno1l

I Ad

'r< a a

n?u

rlrr:u lrJofln

^o

y- o q C e! ,\ ^e) rynndu ^rnryo 4cro ^,j r1

n oq ^vr f,fi 1du m6o nnqil f,n1:

lsru

^r rrns (r.rio) naqvr#nr:

dltcSln ^r:crn tn (Advertising and Promotion strategies)

Inul#nrjl

omtlln

t6s 4 Aa 5. 4Ur tRnryOllJo In

(When _does the consumer buy?)

lonralunr:do

(Occasions)

tlet a t

nnqllrYr

t1

lnnonoqfltnl:

d.:ra3rnr:erarn ^(Promotion

Strategies) tdu rirnr:d.:ra3l

nr: ⁿⁿ 1nfl'o1n6{ i sdonndo.: ni!

tonld luflt:ryo

!

jiu

6. f.lu: lnncroT tfiu

1"wtr"." ao". th"

consumer buy?)

dornr.:uiourd': ^(outlets)

jyos h,c C

1rfllJt lRn

l

T1nl:cro

noq tao{ ^Yl l{ ⁿ 1: nn ⁿ 1?lu'lu (Distribution _Channal Strategies)

nlt

" a u ?' l/ s

ulfl anRorfl qnn1nt ^114lJ1u lnu

n-r r : u

lir

lv riru n un a r{ o dr { 1:

r.

{u3lnndootitl:

(How _does the consumer buy?)

!, " --. i

1lU9rOU tUnlSnndtJ tnso (Operation)

:tnoldrtl

1.n1::U;U€U14-l 2.n1:fiu1411o{d

3.n1: :vru-u am1{n1:

rnon

4.nndu l0s0

s.nruflf;nnruun-rnr:do

a lu tta

fl1:fln!t

tnflng'l

daa I

noqmr lall1nn0nnqmtnl:

tiltairnr:narn

^(Promotion

Stntegies) :l : Y n OUn'lUfl 'l:

lqsr

rni : 1 roln oldvt u-nr ru t rcr

n1:ri{rd;unr:tru nr:hidt1 rtag

nlt

tvv4:sY'ldlJY{ut n1:n n1flnllnt.l r.iu nrin.:rurruovrirfi ^uFl

J. rr9 v

?FrQil: sd.rR

t

^nlt1lu t14doqflno':

niilr-n oil : v ar rilu ^{n r : gr-n} au 1o6o '

fiir::ar t&iai

oscs:tgz

ll

r,i r o r

r ^(rw

rto

ri

s r,r r ri r o o u z rJ : c n r :rds r n'u n q fi n : t

I

:

I

_{u?In n (zor) rJ:vnou}ldrs

t.

ln: o{'lun nrertJrr4rru ^{(Who is in} the target rurket?) lriom:rl

nrrldol nr:fi

turirSltolnarntihu

lru

(Target market)

nisd'nuotgnd!rrlulro

(occupants)

irtflun{l

lnu

nr:FinurdrslCHnurd.rura ^orq :rolC rravnr:f,nur rfl uCr"

z. _{u3 in ⁿ do ol

1:

^{(what does} the consumer buy?) tn'u ⁿ : t

I

6o o r

rl

^{do.r n r :}

fi

ruririvjr{uSlnnriornr:douavdornr:'ldmnlra'nfinrci ^{(oujects) d.:ldrrri}

qoralri6uio o{rirJ:snoilto{fln'nn"fld

^(Product component)

lraJR?1!trnnrirlfirufion'ir{rrril

(Competitive differentiation)

r. rirll{t3'lnn6ldo

^{(why does} the consumer buy?) tilunr:n-or:orr6{lilqnnfi turiril (objective) lunr:nhfiuhdorrolrf,u3Inn tfisldrflu$u:vrrllunr:rJiur.l1'rltn;inur

q0!duilfi ro{Hanriordludrufi arrlt0nouduo{tr ^qarnfi drtifit3lnnn'nfi ulodo

+. ln:irirui':ulunr:n'nfiu1ldo

^(who participates in the buyingr)

lunr:

n'n ? u

h

do o r r

i

¹¹ n a n 6 u fi

i

^{ri r u j} r

l

^{ni o}

ⁱ

^{6 n i}

^I

^{n d o n r : fn fi u'h do} (oreanizations)

nr:flnur6rjidrujrrfirn'ol#n'trtulR?llJdulntol{Etiruiulunr:n"nfiuh

^rn'o1#rflu

rioryalunr:l-nrirIil:un:rLlgruorrlunr:dron::{unrtn-nauln

dleiolfior:orljrovldn{n

, a. . 9a t tht

01.ro{ ln lunl:t't ^'10{nE!{ lY

s. r{u3lnndoru'oln ^{(when does} the consumer buy?) tflunr:fior:otrtnooYl:1ud't

lonralunr:dolorft3lnnrfiorniuliul'olunr:ninb?rfio{il0

ttovtniolttnunr:rilra3l nrrnarnlud2{12arduflLrsel

o.

{13lnndodl u

^{(wherc does the} consumerbuy?)

,Codolnl,fl:rudlurriIfi {l3lnnfiul

il3oacnrnfiovlildo ^(outtets) rfion1tu3fl1:do{m1{nr:fnriruilrufitrlrsau

niuqndrueinvnrjr

z.

{u?lnndoodrql:

^{(How does} the consumer buy?) tniodoqnr:n:rildotiunou

rion:srrunr:1unr:n'n?ultdotol{u31nn

(operation)'iri,iunounrtdoodrll: #'ru'i

nr:il!6rrlqrr rirnr:riunrdola

rfrrourTltuioanilqurrfu rirnr:rl:srn'unrl16onlunr:

rud'ltrltxur

1fi1qnrlrn:vdu uncn'n?uhdsodrrl: rcrirul#q:n-tirloryn1unr:lr':

i - | t , qy 4.

rfi un1:d{uc:rLnr:nntnfi turtvdttniun{lqndrt'r1rr

lrtrbilrnfi

^qn

l7

6'rrnrlnqfi

n:nrmr{u?Ion

(Model of consumer behavior)

Ronlao{ ^(Kotler) ldfindeurudu tniooiurunqotn::r,1unr:do,rol{lilnn ^lnu orfiuvrqufldulrurfiuedunq6n::ltollrludfi'jrvrqan::rLovrn^oduldovdo.rfiarttrpirl#

rfin ri''rriunrrLd'ruuutorRontnof ^(rotler) 6rfirfluarruqrirtilfinnqn^n::rl d:vnoudrufil rir z rirufio d.:rirvrrlnr:nnrn (Marketing stimulus) 6'uldrrri

ri'lu :celnr:narn uio

^+p

dqrfluilrf,ofior!qlld

^uav

filtirnruuon6ul d.r'hiaur:nnlLquld'dulduri

^iloiotrav rurqnr:oiluenutrandorrir.rl d.rio'vrt^nasionr:sYofiu1o6o

dllduri

rn:ugfin

rnnlulai

nr:rfiol

uavierut::l

rfludu (dr'rdrlu r'r'r;a firJvrJrn, zs+s'tszl

do,i',ri', z eiru drnrirr 6'urflunrqriol#rfinnqcr^n::l1unr:doovrflufr'ltlourdr

(tnpuo

rdr{orioltitfi6o shct

box ,.itun:surunt:dnfiu1oryitol{uionruld6vrtnntol

iorur::r

^d{nu rras6niylur

drlnnariuldil

ttnvov :rnqnnoonttl ^(output) durflunr:

ruenluq6n::lnouduo.r (Response) iod.rrir lutrrlto.rnr:6'nfiulodouiohi#odrurneld

- iA ,

0r?[[u1Jl,o{noalao:

tnu'ltoltitr?ltir

(nesponse)

uatfll:aouduolsiofilrir

^(Stimulus)

ri'.:nrirr n-lriudruud6oFun'jr "stimulus-response model" d{trdntlunrnfi z.t

Rl

ⁿ

i,-i

^2.1 SUulJlJv{qnn:

t!f]1tso drr,

dortilorrrn Ko;ler (1997: 172)

t. nr:r6onninrisrd

2. nr:16onn:r :. nr:16on{6rrriro l. nnrlunrrdo

s. 6rurudwdo

z. uarrurioxa

3. r.l::riunr16on

4_ ngflU nfo

5. flqnn::! ^n.l

0'lttD

inur::n

z flss'onlrY{au :. flriodrurlnnn l. Inrulnn

z. rnnlulni

3. nrllto.l

4. Srul::n

2. ttn't l. nr:in6rr4rirs l. nr:tilciu

5. f|,i:na1i

t1

t. firt3r (stimutus) (tu?::or

t[d{qlttol

ltavnolv. ^2547:37) orornsduldnrna':

rirnrulu (Inside Srimulus)

dir,:nrrrfionll'hidlEn

l{nluR1lr r'rioyrr.:in1o riob{rfisrn:rl do{nr:dosinuralqnrlu uioorn?ltirnruuon (outside stimulus) dlrniloonrilu

Ll

?rtirnr.:nr:narn durfl u3.rrirfi riurr?o.rrilriru

:verl

rinr:narn d

u-n n r : n a rn sio.: lu n r : n :, _{u ¹ #{do ^{tfi n n} r u do I n r : do

r.z

?rrirdul

rilu?.rrrrndolo"uo gtnfi on':rlnrln!1o.1 o{riRl:d1111:nd1 1i'rfi nnr:dold' rdu entvrrw:u1fi ndd rvrnlula6fi dru?0n?tudse?fl nqulrofi rdor.l:l1umi

ulu

.ruyrtinr:tn'orfin:v{unr:o.r4u

uioiorut::rLdair.rnqn'n::lnr:1d

^{qaq lumr't}

n:sniudrrr ?lrirrirrrfifia-nsotclumr{ou

orltvhiriob{rfinnr:do urlocfinlldo,rnr:1#

rfi nnr:do6"rr rdu anrrrtR:ugfi oosooo o''lrtvttldunuoo'l€?utir "rnq

z. neio'rrir (Black Box)

tflu:slutoln'lrrLffrn

n.luelo':n1:

lrnsn:v

^']un1:

d'nfiulofirfioduornnrrun'nttav6erlotollido o"'uriJu?lornurinr:rrhlofiu-nnr:natoo{o'l ururufinsrrfi016'r.rr1o,l"'trsirlt fiinndovrq6n::lttasnr:n-nfiulodunuo{du:tLdldo'l

-- " C y4 ^y f,nulo ifl nn::!fl lt0lfidu tnsoxo{4croq?u

3. n 1 t n o

!

^{d u o.:} (Response) til ^{u n} : ^c

!

r u n r : fi ri ^{0 r rlo c n-! n I : si'n ? u 1 r} do H6fld'flq{ rflunr:nouauorsio?.rrir dl{dowe,'n?ulrrfiuriiulfinrro'rn6srd'orq{

n:r

Hfi nri'orri

{tru,rolfi

^trdu rrnvrJ3r.,ro,fi wdo

4. n: sulunt:n-nfiu1odo ^{(Buying Decision} Pro""..; 6':url{donvia-ns uv

nr:

du,nq^u nSonllvorduorneirrniurrn'{donviriu"oulunr:n-nluhdofirrn'ouniu d'rr:r

,atllr

d'ut1:o[[ul00nt u 5 ljunouflo

a. t iufl 6rnrrldoon.l, ddotrrrrnrin6lnlrLslolnr:1uRlfi nurolff, n'ir

ri-.r1rofirs'1il*iFtto.reru [.ovnito.i14rtinriorqifiarlr:ourGll#nlunr"'uolo',n",r#u

+.2 nr:riurrdoXu nfl#olrn,,r,,runrrloryafi rFtlrdo.rri'uHfi srii'uqih?lrn

.i zi . a i,q s a .l

nda r11ot-r1u1 tt tunltnadu ^t0

+.3 n r

:

^{: v tl'u n r l 16o n} _{do ^{t r ri r rio} X n ril n l n fi l dl r rir n r : rr-E tr u rfi u l ^tt't' o

nrvrr':r6onfi6fiqs riiu rfionfiei'r?urlr :rnr aorufi 'jrif,nuorvtrnncir{riuodr':'l:

idolnn

rsiu uiorTorf,ousrnsir.rri'uotir.r1:6lorlil:yrn'uIn0nr:lfinyttuulrn!rn'lilr,rrriouufitreins

fi fu dlj119l

4.4 nlrer-oauln rflun l^Attlt

sr-n fr u h dr ⁿ r : fi o

li'r

^{fr r} _{6 ^{o eio I oior fi u 1 o rd u'l riu}

4.4 nlt9tOdU tn l1lUn1:nnd tnm'ln1:ryoi ninri'nrqi n:tr6nri'orri {tro,ru''1un''rdotturrlSlrornr:do

l4

4.5 v{ q er- n r : ! ^{n r u n u-u} n'l, du {do ^{o r o w fi n q o' n : :}

l

¹ u n t : n o t d l.l o'i n -l

1 tl

n'.:yro1o rSohin'ono1oo.'oo''rdudrnrirra'o rnjofilnelofilvri',n,rdud'',,uruunn'e rt'oLi 4 . d -Z

vt.rl{0 ln nnvranso

s. rh fu fi i o vr i il ^{n 1} u n r : n'a ? u

h

^{n r : n-n}

i

u h I e'r {do ^{n v fi} :h ^{ir'a ei r I} ₁ ^{fi rrir ru r} riuedorunsi6ilinarionr:sr'nfiu1n ^16'uri ilol-udrui'nrur::l:ht-udruri'lnrL rJno-uti'lu qnna iho'adruierivror

iloft,druininarfi ^fi 6ninarionr:silo?ulo

l. tr:{!{1n (Motivations) rr:lnl1t

ulrudl

u:.:nn'nn'ufin:lduhlrfinvrqern::l

lrr

^{otir.: rtt'os,or} duolnrrruslornr:

Rtrldol nr:t

^o.r{uiInn _{6o 1nG} leiu t o'rrtur6nmr':

nr:narn d.:u'nnr: nnlov{u1urlrfl:vdu1#{riilnnrfinRtrldolnr:n6nfinrqirtovu3nr:to'r nu (firrrtrir::lv,2552: 5o)

noln1

^(Quality) rronlrt{n{'[o tvnorlrhuo.riirl:snoll ² ri?u'ldrrri ^nrrrLrliu

(strength) uacfifi ^r': (Direction)

{l3lnnfiinllr{l{utolu:'r1.:10C1

neri!rYlR?1xlrul01u

lunr:n:srird'rrixt

tnjol#srutore11,t:o!SInnalrdrnSoUSnr:ldnrrLfido':nr:

d:uficilr':

ro.ru:.rlr1o

nlrudl

i6vrxfirlnnan:vdllilloannrrln'.rrnSusluhrravl::q6'r?'rfiolo'rnr:

luurndqo,nuto'ru:r _n.r1nql iils.rnrrtlrl!rlurtasfi ^qmr.: t1#o al-vriln:, ^{z 553} :220\

z. qnn'nnru (Personality) qnn'nnru rrurofi ^.: qora-nuotsrfi uisriil0tnrulurtas

- j. ! Gi ' r' 4.

nhu

yRluuontJol qnnnfr rirx unuasdsfou2t

nlr

_lnnafroil duonnodR 11{llzoaou ^er.l

rlnna6uwilfuas

^nouduo.: Iourlndnn:ia-nuor:fidrritg ^6o acrlsu6{nrr!rrnneil'l1o{

Unna qnanivriourh.rriunr trrilndnnrufi aur:n1116uurtrJa{'li (fnurfl

: telolo,

^2s50,

136)

:. nr:ilf

(Perception)

nr:iuf

^uIru6'r

n:;u,lun,,d',t1nnnint:rf,

on'0"'n

:vrfiuu uavrr ⁿ

nfiufi!rd1o{fi.:rir1#narurflualfifinrrlrlrotrncfinrt!conndo'itiu

lqan:vurunr:nr:irf,rJos{r?Innriurilu6orfi16orr?olniln:vurunltvll'to-n10 ^d{nv rfinduldovdorio.:iirJ:vnorfitirn"'tg ³

rl:cni:

tgl'tr afimi'ln:, zss:: ¹²⁰⁾ kiuri

3.

t

^tfl

nirn-rn:s{utrnfi .:rirrirsl

dn:svrlrJ:verndrLn'e nr:16ona::

daXa

3.2

nr: :vrrnnrrl!f; nfirnrtduIrnnr:ilf

r{lutiurr:nt oInr:

:-lffi

rfindulu6nh rfinnr:iirttun:r0av16crr,lo.rnrrlf,dnluo^nhnr!nrrrLf rravrJ:lalnr:ni

lf

3.3 n?rurdl1ifi rfi nduorndrfi

ldfl$

^rfi

nduurrrn#uIo':nr: :c!rn

nrrufdnnrrrlrr?rlofirfinduorn?rfif

i'iuf

oi'tu"-ro:rdufidrurrirlr r.r:l:carndtria?to.: ^s

o I iht ei . .lY' vl

Q rJ : a n fi u rfi u.r dru nie) fi n r : l n dr r7o X ⁿ fi ^'l rir ln-o rj r l r 1

f

^si o'[ :l

+.

nr:6uu!

(Learnins) nr:13ou! rflu

n:vuru

ⁿ r: fi

rirhinunl6ouurJol nqnn::rrornu d':i:uuf'ldornnrrlffiu

nt:drLr'lia

nr:dru

nr:vttt

ttac :vcunr:of _''i

r t r n:r rta s mrldor

nqufi nr:riou$to.i Bloom'ldrnirnr:riuufrilu ^o

:vril

ldrrri

+. t nlru!fi ^{rfi n} ornnrrldr (Knowledge) +.2

nrutdth

(comprehend)

a.r nr::J:;qnri l,a.pplication)

l.+ nr:irn:rsr{ (Analysis) erlr:orrrirlqur

n:'lnaol'ld

+.s

nr:dltn:tvf

(Synthesis)

arlr:ndrtiruair'r1

I

ri:v

nourilu;rJttu

I

lurild1rflrrnnsitorn;rJ16u

uiuln:rair.r1ril

+. e n r : rl : v ru u ri

t

(Evaluation) ar

l

^r : o isr'l d ^or-n ? u 1 d'j ^{r o}

r'l:

^{g n} ui ^{o ru-n}

! t; '-

Irnounllnndu

tn!u

u!'l1110nl?lqfl ou0ttnfucllvluutn

ilo i'4fi fi naoi olr ^q F n:

:l

rh6'ufii6vrinasionqn'n::liirttunoontilu ^z r1ol"'u lqinrri rltyn'ndaqa, zs+a, l7) n{

t. rlol''unruuon rflunr:f;nur6'riltt-urfiua'':nuttaviruul::tL 616orflurJto-u nrouonfifi6nivracioeieuilnn nt:m:r16.:a'nutuvnrrlslo':nr:to':{lilnnvrrldrua''rnl ruayiorut::lrvdrurinnr:nnralunr:6'n?.:n:rduvrr.:

nr:narnhitrlrse I

^6o r{rlrtm:r:l nx1!do{nr:uasd'nr nrvro.:qnr tfiodov'il'orirurl:v a!m1{nt:oalneir'11 n:v{urravauo'l

" ,'l )a, t

nr

rl

dornr:lo.t{fi ofi rilurrlrrllru'ldgndol

t.

t

^{rh,fr'u rir u}

ia

^u r : i

!

^{(culture factor) r{l u d'tg n'n u oifi I r1 u tia 3r'r du 1 n u}

rilufi

uo!iuornjuvfi r{junfi

r Inurfl un-rrirr'ruqttn;nrlqrunqnn::rLrLquriludlnrrud'r (fii r: :

u

Ki

i ni,

^{zs c t} : t :o) ln ^o fi ei r fi u il lu ier u l ^{: : u ril u st-?iir u n} ii'n s iu s n r r dl ⁿ

l

^{tra v}

nrrrunnsir':ornti'.:nlu fil{d.rnls'u iotur::r.r ost{Just-lrirrunnlrldolnr: ttarvtqnn::

I

10{qnna

l6

t.

iaut::ldugru

^(culture) r{lua'n"*rn'uglunuurlnnnludlnl ^rdu ii'nuolvfidutoinu'lvru

6rrfinornnr:ndoraolnqctn::!101f,':n!'lvru

rirfuifia-nuuv

vr n sl'n : : ! fi n dr un n'.: tiu

z.

{slut::ldoc

(subculture) l4rt1udl iruul::ltolurinvn{rLqnnafi

i

o'nusuyrnnryuayunnrirlfiudlfroqjnrolud.:nlturotrqiunvaaildldou iotut::lldotrtfin -f^rult

nlnr4u!1u111.r8tJf,ldel: llns0nuolt un1u10llJ1.-luu

3. sulto.:ti{fl

'-' !

^{(Social class)}

^rltan'{

nr:ttli':atLrfi nrlo{dtn!oonlilu :veiu!lusfiunnFir.rriu Inufielrf;nluuria;#ua'.:nlryicorusotjr.:16urriu ^unseurBnlu fr{nlfi un ncir{ niu r ^s i a'nr ruvfi trnnsix riu

t.z rho-tJgllud.:n! ^(Social fa"too) r{lutho'ufi rfi

urdo'rlufiinil:;driuuns

4

uoYt f v{on 0lI n n

nt:!

n1: ^cro

r. n{ldrs6r (Reference groups) rfl un{1fi rlnnarrirl:Jriurrlosdeo

n{l

fifiAvrinaoion'qund n-nunsrrrayrirfiultolrlnnadr,r6l ttriloonrflu Z:yd'r1 ^n'o

n{l

^rJgu4fi

(primary groups)'ldurin:olnit rvrtouafivr tn'ourlru uavn{lr16o4l- (Secondary groups)

lduri

n{lrlnna#urjrlua'rnl tnioliuoriu ttavi:lanrfu

rlnnan{rreirlllud'rnl

2. n : ^{o :J n}

;'l

^{(Family) rl n n a 1 u n : o r-r n}

^i:

^{6 o'i r}

ⁱ

^{6 vr l- u a}

^l

^{r n fi q n oi o}

flieunsr- fliflunsr-rrnvrirfiuruto.:qnna

d,,n,irdi6r;rraeionqn'n::lnr:dotoln:olnir

3. 1lYllJl unsdolus (Roles and status) qnna wrfiurdol

riluartrn{l

rdu

n:ornir

Unnadt.io.: 9a?a o.:nn: tlavdollJunlndl

lnna!

^vlll'

ruoiavn{l

t .

:

^{r1 I fu ri r u q n n a fi fi o fl i vr n ci o} _{13 ^{I n n (Personal} facton influencing consumer behavior) nr:cl-oEuhro.:{doldiunr:ovrGnarrna-nuorydrurlnnadruoi"'01 ^n-.rd

l. olq (Age) orqfi rirldulvinrrldo':nr:n6nninrqdsir'rriu

2.

rlo:iinn:olnil

(Family life cvcte stag") riluriuqounr: ^n'r:{diel ro,rrlnnolua-nuarvror

nr:in:ouniT nr:rir:liinlrrrcin;iiu"ourilu?sfi i6ninat

^rn nrrlelo.:nr:riaun6 risunFrrayrirfioutollnnn rirl#rfinntrlrio'rnr:luru6nnituqirra;

^ i, 116lqn::!mn1{flu

3.

orin

(occupation) oriuto.r ttrial rlnnnl ^v rir'hJ{n?

1t.tdl[fl

^[[as

nll

^do{ nr:?ur{1fi ^usrnri rsniu

t'7

+.

lonranrlta:ugfio

^(Economic circumstances) l.li o : ro'ld ^(lncome)

Ionrarrrrr:unfinxo{!nno

ri{dan:vvrlreionr:d'n?u1odo?uriruav13nr:Ionra,rdrd il:snoilrtrs :rold nr:oottminri,i"'u',on'trdu,,ucmif, unnrfi urriunr:riru

5. nr:f;nsr (Education) tttioqnnafi:sn'rL nr:f,nurfi g.rdu6fioru ^16uvrrs

violrfiolrrndu n'od,i.urr*o,ilrflarrlrnrln'l''urr.rdru:rir1d ril:rc'jr:rdunr:dnurfiq'rdu

rirl#iIonrarj:cnouoriufi rir:ruldlrndu

e. rirfiorLnSoqotrir (value) uarg rJrrul

nr:+ir:liin

(Lifestvle)

rirfiul

nSoqrurir ll1u6.! n?rufiuulu?.:to.rrr?o:1nnnn3onrrlfin1u6o.rln6o'lfl d.rilio nrLr06'l

o'fl:rdruto':nnrJ:rlolrifiiufeion:rRudr; ttrlnr:n'r:.:iin ^{rrurofil giluulnr:}

/c s " --; !e s -. ! !1 --4---r-.

rii:rB-erruqud1u lanuq!d

J

^uuu n1:ri't:.tt?nnu ^{0gn1l ?gl1.l !} tt ^1l xulJ0nd{ntJ fitonqlJ

A,z.'4-e<.- - ' 1-.- - :-.

o riu r o r treia v 1n ^{n n} Bl ttn n stri n u ^{u n n1r n a I n trio ?1n'l: [a o n t'la n R ot fl 1o{} _{ ^{n n a 1u o q n u}

rir fi uu ^r rar g rJ ru r n r: eir :

riisr

z. ifoi'unrulu riJurloo-tlfirfrur{olrirlnrrlif,nfinfintol{uilnnlun',r,6undo

?uriltorlnnaov'lsiir6rivralrnilol-tidruinirur

d.:6o'irtilurloir"'unrulun-T{uiInnfifi

4qg-t.rvqt.t,

ovrinnrionqfr n::unt:fi ottncnr:1#?udr rJo'1"'snrulurJ:snol6eu

d t .i ' q s A

2.1 nrr!n-lo (Morivation) 14rJ-luol v{ain:3Eu (Drive) moqnlu tuglllflnncr{

n:;{ulriauilfrl5 (ffir::st niiai,zs+t:

lra) nr:1l1orfinluer-rlnnotreio.lltvn:vvtldlu rhil"'unruuon rdu

forut::ru #unr.rdlnl rSonrt{unt.:nt:otnrnrnon:r{u1#r6nnrrl

do.:nr:rilunr:rildourrrJa.rm"runor^ ^{(Attitude change)}

riaun6lollnnaol

rtl6aulrrJa{ldlnu

iu6mt'nnrrnrl:vdunr:nln:rn:olnir

^tnjou ttastoio.:fio ronr:s'nro dl ovdolfior:on6'r n-'rnoloriudug'tu ^(Basic motivation)

z.z ^{fi .r g r 1}

t

^{(Motives) 0 I n n ? 1}

l

r ^{ru r o} fi u n-.:'ldil ?'r n : : du ^{o v rJ : v n or-r dr u} vra'rnrr!cr'qn3ue drtfin lrnnanrrrrdolnr:fi

hildfl

^nt: ttolJduo.:rt?lldosnr:to'tloaa

u'.:fi ff;nn-ruavo'nlddrfin ivy{t,rs1rlnnn?ruer'{rniflnloulfiIqfin::lfinrn'jroselouduo't

nrru

do{nr:lo.rr1nnn uavrirl#dounnrunrrun'lrnSun lorj.rt,trirutq

rvlunr:t6on

nqnn::nrif ur.rnlrnn?r!fintravnr:rSauf,toluoiavrlnna (rci r':filorcl1,2542: ⁵⁴ - 56)

z.:

nr:iuf

{r"r"eption) ^tfl un:vl':unr:dlurin;qnnn'ldiunr:16ona::o-n

:vrfiuruav6nrrltlrorloxarfiofinvdir{nrfldfin?t l'tulu iorirttsdln:vlrunt:rrirln

J a ' u,

n1fln?tr?il,ru1-rivtxulnr::r jtflunts!?unlt1o't,,oiurrlooudodroq'filihl-unruluto'r

rteravqnRn

l8

2. 4 ^{n I} : 6 ^u il

f

^{(Leaming) n'l t 13 0 il f dr 1 #rfi n n r : r il 6 u u r r rl n r v{ q e1- n : :}

!

(change ofbehavior) u3o n'lru

lrllt6ustolnqfin::

I

lrnrl:

velnr:01fi

rirulrnr:6auf,6l iinr:urYhitqur

rnjotfinnr:fioufrtd'ltvrfiernr:rrJisutt

nlxq6n::l :

d'ru n""rd

t.

nllrrfi lo

(cognitive) 6o n1:!il6 uil

trtJa{nrrlf nrrlrdrlo lrn

nrrlflrlourilunrrlfrLrn nr:rrJduurtila':drunrrlrdrlnfirfinnr:6uuir1':dlo't

z.

nrrlf,dn

(Affective) 6o

risrfiuor:!ol ^nrrl:-n nr:rilduuorn

n.:rruyotlrr{Ju

hivoI Irnnrrthiloulrtilurou lrnoltlryslrlour.,ttiluryou!rn

^o"'n

nru'hjrorlrrilurn60o

nt:rilduurrtJn.rdrunaufdnlrnnr:6uuf,ur.:l-orh

:.

rltuuqn'n::l

(Behavioral) 6o

nr:t duulrnnr:rirhitiluurir

^rflu

ruJdaurrnrirtrjnriorlrrilurir'ldndo.r nr:1116uuuila.:drunqn-n::rLrfierlrnnr:Goufnrlnr:

fl: ^{s 111}

2.5 n?iilrfi o6o ^(BeliefO

tilunrrlfi

^ofi rlnnndn6o16orn-l?u1nRlxfi ldo rfiu

narrn

:saunrrnifi ^ilrurLr

z.o nYnu n or' (nttitudes)

r'rIto6i nI: :ctfiuRrIIno1orio'hino1otoI

e1 Y ia

lrlfinn3ofi':1o?'rrd'r

rlnnanrtrfdn61 o1:! rtd;[[u?turtnl:

qual{1uYlrtflnn0R'

z.z

lnfinnru

(Personality) !1el6l n'nuorsdrul-srimu rdrrolnoir _':ri'u to':usi

i

^oq

"

riofirrrrndoldfrrrurh?urufiout6lttasaoondo'rniu asunn0s.rul t! qnltelotl du0'l

2.8 tturfi olo'totut0l ^{(Self concept)}

ulrudl

^{nrrrLff; nfi nfi} nto'r11nnafi ^{fi oio} oruro.: rsonru6uirrJnnooiu'l lud.rnlfi nrrl6nodr':'l: ^riuslu

nqufi drurJ:vartnl'rnl:na'lo ^(7P's of marketing)

tiru :varnrrnrrfla1nfi!10fi{olriil:vnolnr:riltfiu':1u

1{n1:elaln (do'lut

n

^{t1aqn:, 2552:132)}

tieu:J:;

cl

nr: nnln (Marketing

-l*)

6orflurn3o'rl'o nsorJot-trnr':n1:na1afi {rJ:vnor nr:uavrinnr: narnldnrlqufiavrr.rlunr:rl:vnorLq:60 tfio1#aru:nnoue ^uo':

n.:rtdolnr:uayairlnrrlfilvrohurin{rL{lSlnnuhrlro rilunr:n:v{ubi'n{uufirlru

rfi nnrudolnr:13Innilfisrn-nrqifi ilBndulr ^(q-nurvt:

td olt

ttncnalv, 255 1 : 5 1 )

dru

^{: v aru}

^I

^{t I nr: n n rnio.t ritl : s n}

^or

^{7 P's tnoo" otL du oI n I rrL do I n r:}

^hiriu

{'rilnndhirfio.rusislo.:nr:n-':H6nd'arcitdriu nr:h{r3nr:u-rriu?lfio':6rri1#r3nr: ^'lduri rlnnrn: d.rrilu{firirl#n:ylaunr:f,nnr:l#rfisrnr:rL?nr:ru uncnrlra-nualmrrnruni ^ri.r

l9

ryrirrairLhinr:13nr:erlr:ofiuavlo.:rrlu'ld:ruact6uniJo{dru :cdtJ

r'rnr:finrn

(?P's of marketing)

(alxd

rwdaorvr:, 2547: 87) iltsnoud?d

fi ruHiniYol.Ii ^(Proauct)

flfi nniorsi fl !rudr ?.rdrauoorrulnuq:fi ⁿ rn'oair.:nrun'luohuri{u3lnn ^lnu nr:erolJduo'rfl?.rrdo':nr:n6nniorqifirauotrooroin-rnurio

hifild

r"rn'srn-ilciil:sno!eh0 fiudr

nr:l3nr:

ttovnrufinnfinniatcidolfio::nil:vlorri (utititv) rrnrfirlncir ^(Value)

lu

drunrxo.:{rr3Inn 6.rrir}ln6nniarcitru'ld ^(a'nurfl:

raloh

lavg'firiuri rr3rfis, ^{2551: 51)}

erf, srniil.fi ^fl !r0fi r ?udtunc!3nr:fi ^fi tnr:rirrauocio{13

lnnrt

oqndiriulfl ^u

.i < uY- dr I e Y vty.

illo-udrtiqfiuo'rrfiu"ld'i'nrou

rilu;rJt::u

uoso;ugio{lri

(qnl t n

qnnqn:,2552: 133) ri'.rriu fla'nriorc{ utrud'r fiudr(Goods)

nl:uinl:

(Services)

nionrrlFn

^(tdeas) de',u'rroouuduornrrudo':nr:tol{uiInnfi{nfintrtllbirrirtrti{'l3lnn

airlnrrln'luolo uiorfinrl:glulflrnnr:1#?uriluiolSnr:riu

ororilunfisrd'ordfiin-reruilierfJuflfisrri'ilci .in,a- dry

1l tlllln'tnun ln

lunr:nfi ofi udrrSo13nr:1n1

{nannr:#sdrnrll{ralo'jr

t. nin?urirlislSnr:rfrio1n: ^{(who is the product} aimed at?)

tilutturnrufin

rirudinfiuci (P.oduct concept) !v{i0stottduolnrrrudolnr:to':duilnn

z. {u3 In ^{n n r n} r ^{r-l o o r n'lrto} v'l: ^{o r n n r :} l3 In n ?u tir ui o 13 n

r:

^{(what benefi t}

will customers expect?)

rfluntt:ar1jr?urltia-nsolvodrl1: 1agi1#il:vlulriov1:nil

fl11: tRn

:. r"r6nrYolqifirirrauoovl.rogjlueilt.fidilo ^{(How does the} frm ^{plan to position}

the product within ^{the market?)} n?1rJfntn trosqild1J1J?n"'?tlAnn:ilqi (Product attribute) fl?]tJ n'rvruvrrudru;rJix ;rJrrr.lltornfi nd'tu"rifi orolcuo.r{l3lnnrrJrillr0

4. ov rirtau

oos'[:daixnrrltt"

^{nrir.: o} rnq'uri.ru x nr: tir (what differential advantage will the product offer over their competitors?) ^fl ?lUlnntdurlAvnrrlttnndr.:t Ol

nfisrn-uq{ii1ri'ru6ndu1rrn'orr1iulrfioln-l{gdlfu (MarketinsMix,20ll:h@://www.

leammarketing.net /product.htrn)

rinuvn6lo.r{u?In ⁿ fiiori orYerriq omu 6 t. dinniil,Iierrir:n1#.r ru'lffi nrlfi :;11'li

z. nfi nninrqifi n

lu{lrirri'uGu

g. _r.rfi srniorqirfi rLrvclfi nerl:Jaoniiurio{ui lnnrrav?'rrnndol

q. lrn'nn:olqii

nr:uinr:

^{: v} noutnion?IudsnInI ^{o.:{uE In}

nri

orr'r'orilu

nr: inurenrndal:1:oitor?udrl#o.rogluria.r:vuvnnrnr:1#':ru'ldnaoo s.r'ra'nnirudairlnrrunrn4l-hnrrl:J:sriuh}irrri{uiInn

n r r rr iir flqt o.rH6erriardfi fi qarntT ^{6 ffu} ftr6or t. n r: nf, nhiq ndolettlttsitt: n

z. nr:nnnfi i:vnilto':talr?uoq'lurnerqifi rirnun'l{ ^rtavtilu Zero defect 3. n r : n n- n n u ^{n-r t nJ : fi do'r n r : o d r': g n do': hi ri o'r rl u o r n l r o : g r u fi ri'r 1}

i

q. nr:nfi nfi

i:snlldutlufi rulrvel dlwrirb?{l3

^1nnfi

inrrusio'rnr:

ruas nrlr:odo ^{na n} riorqilu:sniil:rnrfi ^uorlirl

ld

dru:rnr ^(Price)

:rnr

uurudl ryarirlo.rHanri'or,rilugilet-?[iu o"uriludurlu ^(Coso tolEurfi

lu

nr:ri'n?uhdo {u3lnnovrGolrfiul:vu'jr.rXarir ^(Value)

rir:rnrloufinri'ord

tirXnrirtol irfiqnialqiluarunruSonluffinro.:r{u31nn rfiu'iriryarirqln'jrriorurursar'rtiu:rnrttdr {uilnnfirvn-n?ulodo

(qhuil: raloh

rralgnriuri rr3rfis, ^{2551: 54)}

n'.11u :rnr

rlrudl

qotrirn6erniorqifido.:nolunuriluer-rriu :rnrrlo{ilfind'slqi

tA

q nrirr unryan

rlol

nnnnormrgndo.:tllrv

dlfinrrl ^qol't::l

^{nrou ttas'irosionr:drttu ⁿ :vd,u13nr:fioir.:niuuiorfiulnir.rqorntilxo{flanriiuqifiSoo::oil:vlu$f1,oir^rfisrriil'}i

naqvrf,vrrldru: rn1 (pricing strategies) u-nilrnr:rort Learnmarketing ntirTir

:rnrriluilt6'udrn"'tgto.:rirurJ:rd!yt1{nt:nalosirrdr d'rinarionr:sl-n?ullto'r {rJ:rnor nr:dorr.tu'',

^o#ur'to "'.,roldrrnvrJt o-tJ1un'''r'Jo

'''n''o'

^{duoqjriln nrurlo}

6'u

(Marketing Mix, ^{201 1:} Http:/iwww.leammarketing'neVproduct'htm) n-ld t. du4un.rfiuardulu?flrltil5 ^{(Fixed and variable costs)}

2. :1n1x'lulo{drtdlriu (Competition)

3. tirturamxq:fi

lto'tolrin:

^(company objectives)

4. trJrtlronr:tdanldnnqvrd {etoposed positioning strategies) s. n{rL{uSlnnrrhv ^{'lu (Target goup and} willingness to pav)

n,r#or-'o',",u"uln ^{(on going} pric")

tio#'r:rnrntln?l

^{11oln (Leading price)}

tcrilueiruildlrJolnr:rio{lunnrnnr:rirfir!'n6o,d'oirf,onodrl:str-o:cr-.: tniol#tfinnrrr"l ru,rydury!nr:or-nfiuh16onl{'or{u3lnn

rn:rrlur.,rrnirfiurlfifiqarnrn

6ri.'u'urulu :rn1fiqn rilSlnnoro'lrinrrrLrf;oriu'ir?uril#u6o3l

n\dunr:f'r:rnr?ut{rtcosntfluttll

.I

:rfl1q.: ^(Premium p.i""1 tntottrjl oluqornrnlol ?udr firn fion'jrrrac nr: uo!;u1u ^{t 1n 11or} {u3Inn

uio:rnrxln:nt

(standard)

dolrir}lrrn?uriio{lunarnlulruru

^{rdu nr:1d}

rSnr: erJrdfi:rnruu.:1ul:lrt:

l#rorrd:

^{rn rrir:13} nr:crJrlu l:'r rr:

ui:

^{rnruvr I} nirarir ^d

n3':oqinrlr?r.ra::u?udrnrelrJ

(Marketing Mix, 2011: Http://www.leamrnarkaing'net/

product.htrn)

drudo.rnr.rnr:ooiirrrirs ^{(Ptace /} Distribution channel)

riludo.:vrr':nr:ri'nrir14riru

rflufitn::rlfirfiurr7oldilu:tulnifla':t!?ndo!lil

nrt

lrduonu!3nr:1#urift31nn 6,rfinaeionr:fufrol{u?InnluqorEirunvqorr.l:rlulrl

,u0,: !3n1:fiilruruo d,rdo.rfinr:orrdldrurirrafi#l (Location)

dolvrrrlunr:rirrduoffinl:

(channels) rilrcn.rrdunr,.urfr

{rilnnraaur:ndo?udrlac!3nr:

^{urjlriiu z riru ldrrri} l. nr: t6ondoln

rlfinrirrriru

(Channel of distribution) tflunr: 16onii nr:

fo

r'ru ri run-rfi

udr}fl

^{rJ 6.r fi}

o{ri

1nn

2.

nr:trun:.:vio ^rununnrl n:ciluAudl

^(Physical distribution) t{Junt:

firr:

orr6.r?.tdru ?un11!dsnxnlunl: ^{n5 s} n1uaufllbln'.:n'o{l3lnn ldotirl qno{o.rri.rrrnr

corud uasil3!rsrnr:rdsn{owrslunr:fodrnrjru {nierdolitfiurn-u{rL3lnnn{lrr}nlro

tnltn

t. _{13 Innr:1 ⁿ lroif,nun rulu nr:

2. v{'rnrxldo{nl ^{5 d} rrar ^{: o} c'l:

j 'q sotYl'l 19

:. nr:1#u?nr:fi rtrr'r''ruololrn6ortulo

+. : rnrSuri'riHnrionllf Snto'rntnio'hi

otirll:

doXato.r{u3Innfi olrin:n'l:$ ldrrri riowrlfi n:soru?urit

n]:

^{:vn1 R-u}

^nl:

n:vnruiurtr{ntrin nr:l3nr:fnnr:ri'ufiutirfiioqjlunlnrilriix!n

lnq-.:rfiu?udr qudnarlnr:n:voro?urir

:sludl,:1u

:slJUrl-lti{

$ac:y unr:d{6ufiur

tn'orirrloXnrLr

1d1unr:rrqrrnulSur:frnnr:dru{olrrrnr:f,sriirnrjrufiudrrio}J(MarketingMix,20ll:

Http ://www.learffnarketing.net/product'htm ⁾

nrrrrfi olnr:to'r{u?Inni'lrdo.rnxRr:ffo'i ^rfi

rils

n.t.tuelo{nr:r{Anri'nr+iro.r{!3lnnluurinvn{!do|Jinr1'rttnnrirlriu

nr:finr:

rirv u n n{ rL

{l3

^{I n n rrJ1 n rL r u}

^l#fo

^{$ u l v da ul#ar}

^l

^r:

o 3

^{r : fs n r :}

^fii

^{n r r}

^l

^{do r n r : 1 o'l}

{u3lnntilriolvrrsnr:o-nlirfiilru'lrlorjr{irl:sfiyrGnrurLrndu ^nqel-nr

nlalu'r#

^{(zssZ) nrirr}

.jr nr:riruun:vniuto.:nr:b?l3nr:ft3lnnfislosnr:n:vrrulrnuiorlooduoEiniudlrrririi

22

t9

n

t. il3

l

rtu nr: do ^{(Lot size) rir u ru} r ^{rj ro fi u} iir d 6u; ^{t ou} du n : ^v

lr

^{u nr : ir'o}

drnrirodorlrin:rltir6'tyri'urJ3lrornr:d'.rdorriol#er6nfurirldn:':ti

nrr!do{nr:1oI

1lt [Rfl

"

,. :cuctrntlu nr:: onoo (waiting time) {u3lnn

rirulrqjriolnr:ldil

^nr:

rir r ^o r fi u drfi : rnri

r

ua v'kfu rn: ^{g ru} n: I n rl fi dol ⁿ

r:

3. Rrudvn':nlun''trdun'' (Spatial convenience) nl:on:YUsYl'lldruilnl:

do?urirhi'{u3lnninerruevnrnauralunr:do?utirhiurnfiqn rilunr:tfi!aontru?udr

4. ft?1u14o1nr4 a1u1o.:fiuril ^(Product variety) n'l11,

nlR oltjl'o':auiiil#

rfionr{lu one ^stop

r"-ic" fi{lSlnnlurhlniurio.:nr:b{riiu

rilunr:rJ:vxu-nr:nluavflt:

rFunr.t

s.

u?nr:railrir.rl

(Service backup) r{Jul3 nr:ra3 udafr':o rruttnnsirllrn

{

^{ud.:riu tdu}

nr:tudl

nr:1#?urdo nl:'i8ut!rylJ nr:l3nr:n-nril

rionr:ffinr:ua-snr:tro

j u

l

^{n ri-1 d o r, ii u er-l d}

^tit

^{d u u l #n r : n : v t r o fi u dr}

^}ii

^{rJ : s ? vr t- n r u ! r n tl-': du ( n q 6 n r n':}

a!u.rs', zs sz, 224-226)

drunr:d.rtg3rtntr"ul"uurn-,r*uGtlln1 inllelolo (Promotion & rMC) nr:dlra3lnr:narn nlrun'l ^nr:f; oer:1ol{nfi n'l:J0-{narnrdrfi :Jrtl loufi ierq

rJ:ra.rri,noorilunr:h{rloqarirrar: #ng,r1o:?tJyrssnr:r 6uuurja.rluniaunn-1ol{l31nn rn,oriol#rfir,nr:dorfiordu

nr:ti.rra?lnr:orarnn'lrilunrrtnarurrtol{trufil:#nlru{do

hiuo!i,.,luHanflruqiriu

uSonlrtn,rurlfincl#fi,.lasionrrilf,

rniaunn'uavnqer^n::n

{l3Innrniofntrubiao!i!,,urnrr!fin1u?uti'r,.acrL3nr:#u

(qi!a

uriun3.r, zsso;

nr:dlrail

nr:narn r{lurniolSor dlfi inrrudrriliglunr:6neiodoar:1d'{1#

13nr: lntrir-nqrJ:ca{fifi ud{drrar:rio{nnll#rfr nniaun6ua;nq6n::l

nr:1#l3nr:tilu

qtgur dr dtynr,rnr: ^{na rrr} in qrJ:vdl rirn-nr olnr: d.:ra;! ⁿ r:fl ^a rn 6o

"nr:n:vdunrrl

,iuon''rdo ^(Demand)

tol{l3lnn" ^(qiln

^{rrr?uoil, zsso)}

o'',duu-',

n''o n1: o a'lrl uu tl rl : u ?': n

:

(IMC = Integrated marketing communications)

!ludn n:v

?un''rr''ot,^unt,doar:lsruldrnioun'odocr:nr:nnrn rnrn1|nrug

ultodrlriordo.r

ruiob{{lSlnnrdluXuqorrirto':?ur{ru'u

rniointi dlqa

(zss t),lrinrirrd{il:clusfilolnr:fi

ocr:trlln:lrlo:ul{'ir