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Benz
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?D???(1955)?? "??????????????????????????????????
??????????"?"????????????????,?????????????"?
OM??????? ???????????????????????????,??????????
?????????????????? ?????????(1960)??? "???????
,?????????,?????????,????????????????????????????"
9
(No Transcript)
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????100????52?????,?2004????6?,????????9?,???7?,??
?6?,???????LG??????????
11
????500??18?????
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31 ???? ?? 750.77
40 ???? ?? 712.9
46 ??????? ?? 677.24
212 ???? ?? 249.81
224 ?????? ?? 239.58
229 ?????? ?? 234.45
262 ???? ?? 215.62
12
????500??18?????
287 ???? ?? 203.81
309 ???? ?? 195.43
315 ?????? ?? 190.48
316 ?????? ?? 189.29
339 ???? ?? 179.60
347 ???? ??? ----
13
????500??18?????
371 ???? ?? ----
397 ?????? ?? 152.85
402 ???? ?? ----
434 ???? ?? 141.89
448 ???? ?? 138.25
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???????????????????????,???????????,??????????
??? Performance ??? Features ?????
Reliability ???? Durability ????
Serviceability ?????? Premium Image
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??????(Brand-sponsor decision)
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??GM-Cadillac ?GM-Buick ?GM-Chevrolet
?GM-Oldsmobil
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??????(Brand-strategy decision)
??????(Line extensions) ?????(Brand
extensions) ????(Multi-brands) ????(New
brands) ?????(Co-brands)
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???????? (Brand-repositioning decision)
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???????.???????,2003 5.??,??.?????.???????,2003 6.
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,2001? 8.???,??????????,???????,2001?