Marketing 市场营销
Sichuan University
Department of Business
Marketing
Course Syllabus
Course
Name
Marketing
Course No.402174030
Department Business Hours48Academic credit3
Course Descriptions
Marketing is a business administration major category of the basic course.The course aims at imparting knowledge through systematic,market research, scenario simulation,case studies,empirical research and other educational activities,to teach students of modern marketing concepts,knowledge of basic marketing theories and methods are familiar with the dynamic development of contemporaryinternational marketing;let them master the marketing skills to foster a systematic analysis of the ability toform a high level of market analysis and research capabilities and the ability to solve practical problems in marketing. Marketing is a comprehensive,highly applied course.It requires students to have not only the economics,psychology,management and accounting basic knowledge,but also mainly understanding about marketing activities need to the practical situation.
Course Materials
Marketing,Ji Baocheng,Renmin press of China
Grading
Class participation10%
Homework20%
Final Exam70%
Instructor Information
Chuanmei Gu,Professor,Department of Business,Sichuan University Tentative Course Schedule
Chapter Title Topic
1Introduction1)Objects and methods of Marketing research
2)The concept of market and marketing
3)Marketing Concept
4)Marketing Management
2Strategic business
planning and 1)The importance of the development of corporate strategic
planning
Sichuan University
marketing management process 2)The contents and steps of strategic business planning
3)Enterprise marketing management process
3Analysis of marketing
environment 1)Marketing environment summary
2)Analysis of macro-marketing environment
3)Analysis of micro marketing environment
4)Marketing environment analysis and corporate
countermeasures
4Analysis of Market
buying behaviour 1)Market types and their characteristics
2)Analysis of consumer buying behaviour
3)Analysis of producers purchase behaviour
5Market research and
forecasting 1)Market research
2)Market Forecast
6Market segmentation
and target market
selection 1)Market segmentation
2)Selection of the target market
3)Market positioning
7Product Strategy1)The overall product concept
2)Product portfolio strategy
3)Product Lifecycle Strategies
4)New product development strategy
5)Brand strategy
6)Packaging strategy
8Pricing strategy1)Pricing basis and the target
2)Pricing procedures and methods
3)Pricing strategy
4)Price changes and corporate measures
9Distribution channel
strategies 1)Concepts and types of distribution channels
2)Design and management of distribution channels
3)Types of intermediaries
10Promotion strategy1)Promotional mix strategies
2)Personal selling strategy
3)Sales promotion strategy
4)Advertising strategy
5)Public Relations Strategy
11Market competition
strategy 1)Competitor analysis
2)Basic strategy of market competition
3)Competitive strategy of the different competitive position
12Marketing plan,
organize and control 1)Marketing plan
2)Marketing Organize
3)Marketing control
13New development of1)Green Marketing
Sichuan University
marketing2)Relationship Marketing
3)Integrated Marketing
4)Network Marketing
5)Customer Satisfaction Marketing
14International
Marketing 1)Characteristics of international marketing
2)International marketing approach
3)International marketing strategies
marketing市场营销(中英)
marketing 研究市场营销职能，经验的做法是从商品销售入手。美国市场营销协会定义委员会1960年曾发表过这样一个定义：“市场营销是引导商品或劳务从生产者流向消费者或其使用者的一种企业活动。”这个定义虽不承认市场营销就是销售，但是认为市场营销包含着销售，也包含着对商品销售过程的改进与完善。许多学者认为这个定义过于狭窄，不能充分展示市场营销的功能。然而，不论其是否恰当，这个定义清楚地揭示了市场营销与商品销售的关系。 商品销售对于企业和社会来说，具有两种基本功能，一是将企业生产的商品推向消费领域；一是从消费者那里获得货币，以便对商品生产中的劳动消耗予以补偿。企业是为了提高人们的生活水平而采用先进生产组织方式进行社会化生产的产物。在资源短缺的现实经济中，它通过在一定程度上实现资源集中和生产专业化，能够利用规模经济规律来提高生产效率，创造和传播新的生活标准。商品销售是生产效率提高的最终完成环节，即通过这个环节把企业生产的产品转移到消费者手上，满足其生活需要。在另一方面，社会选择市场和商品交换方式，在企业转让产品给消费者的同时，通过让企业获得货币，是因为社会需要保持企业生产经营的连续，以便更多地获得提高生产效率的好处。通过商品销售，让商品变为货币，社会可以为企业补充和追加投入生产要素，而企业因此也获得了生存和发展的条件。 商品销售十分重要。企业需要尽最大努力来加强这一职能。其具体的活动包括：寻找和识别潜在顾客，接触与传递商品交换意向信息，谈判，签订合同，交货和收款，提供销售服务。然而，进行商品销售是有条件的。要顺利进行商品交换的有关条件包括：（1）至少有两个主体，他们分别拥有在自己看来是价值相对较低、但在对方看来具有更高价值的有价物（商品、服务的货币），并且愿意用自己所拥有之物来换取对方所拥有的有价物；（2）他们彼此了解对方所拥有的商品的质量和生产成本；（3）他们相互之间可以有效地进行意见沟通。例如洽谈买卖条件，达成合同；（4）交易发生后他们都能如意地消费和享受所得之物。但是常常发现，这些条件不是处处成立的，因此企业经常会面临销售困难的局面。为了有效地组织商品销售，将企业生产的商品更多地销售出去，营销部门就不能仅仅只做销售工作，还必须进行市场调查研究、组织整体营销、开发市场需求等活动，而且要等到后面这些工作取得一定效果以后，才进行商品销售。 First, merchandise sales Research marketing functions, experience from the practice of selling goods start. American Marketing Association definition of the Commission in 1960 had published such a definition: "Marketing is to guide producers of goods or services from consumers or users of the flow of a business activity." This definition does not recognize the marketing is marketing, But that marketing includes sales, also includes the sale of goods to improve and perfect the process. Many scholars believe that this definition is too narrow, can not fully demonstrate the functions of marketing. However, regardless of whether they
营销策略+Marketing+Strategy
营销策略 Marketing Strategy PART ONE Questions 1—8 · Look at the statements below and the five extracts about advertising and promotion from an article. · Which extract (A, B, C, D orE. does each statement (1—8) refer to? · For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet. · You will need to use some of these letters more than once. A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large. B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question. C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products. D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in. E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse and global customer base. 1、 Marketers should already be familiar with how to communicate their messages across a variety of mediums. 2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied. 3、 In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development. 4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking. 5、 So marketers should build their awareness of different cultures and respective sensitivities. 6、 Specifically we have something to learn from Hollywood, which I believe
MARKETING市场营销
EUROPEAN UNIVERSITY CYPRUS DEPARTMENT: Marketing SUBJECT: Introduction to Marketing-MAR101 LECTURER: Dr. DINO DOMIC TITLE: The significance of marketing STUDENT: LIU YILIN REG NO: F20132139 SUBMISSION DATE: Week 12
LECTURES COMMENT PAGE
CONTENT Introduction (4) In Globally…………………………………………5-7 In Domestically…………………………………7-8 In Organizationally……………………………8-10 In Personally……………………………………10-11
First, I want to talk about the definition of marketing. What’s marketing? Marketing is an organizational function and a set of processses for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the activity, set of institutions. Marketing is one of those chameleon words with erratic implications. In its original dictionary definition-buying and selling in the marketplace-it describes an activity that has been part of around so long, we assume that at this basic level it has the same connotations for everybody. Not so. Probe a little and you will find that, for one cultural type, buying and selling in the marketplace has rather sordidi associations with barrow-boys and one trickster outsmarting another; for others it will be associated with merchant venturers, braving perilous seas in search of profitable trade. One type will nourish a prejudice against marketing, the other will be prejudiced in its favour. More recently the same word, marketing, has been used to describe the techniques, greatly elaborated during the last forty years , which producers of goods and services use, in conjunction with traditional selling, to win and retain customers and optimise profits. These are the promotion. Marketing is used to describe that part of a general manager’s job which is concerned with managing the organisation’s present relationship and planninng its future relationship with customers-the fickle and elusive body without which no business can survive. The third meaning, too, causes unnecessary misunderstanding and conflict. No advocate of marketing can have failed to meet the individual who proclaims that ‘I’ m a practical man ,I don’t hold with this marketing nonsense’-and then turns out to have spent his whole career practising the arts of marketing by the light of nature.1
营销( Marketing)课程
中国培训界唯一专门针对销售管理者的营销（Marketing）课程，“将直线的销售变成立体的营销” 销售管理者——驾驭营销 Marketing for Sales Leaders 2009年12月16-17日，上海华亭宾馆 作为销售管理者，我们必须具有分析宏观、中观、微观形势的大局观，在对整个营销系统及环境分析的基础上寻求提升业绩的突破口。作为销售管理者，我们同时应根据环境的变化及趋势，重新制订与调整销售计划，打造新的销售竞争力。作为销售管理者，我们也应创造出更多的营销组合手段，创新性地去开拓业务，提升销售额。作为销售管理者，我们更应把多种营销的元素，融合到销售流程中，用营销来驱动销售。 营销驱动销售，业绩逆市而升 “我们的销售总监及销售经理们由于业绩的压力而往往身陷事务，视角狭窄，他们中的很多人9缺乏从营销的高度看销售的大局观，市场及客户开发的手段单一； 9过度依赖人员销售，不熟悉也不擅利用其他的营销组合工具驱动业绩增长； 9只注重销售技巧与销售方法，而忽略了其他营销手段及资源的配合与协调； 9不会兼顾销售驱动与营销驱动，因而促进业绩增长的推动力大受限制； 9销售执行与企业整体的营销战略严重脱节…… ——Eric Cheung，课程开发者，新加坡营销专家[驾御营销对销售管理者的重要价值] 新加坡籍的营销专家Eric Cheung列数了企业负责销售的管理者（销售总经理、销售总监、销售经理、区域销售经理、客户经理等）因忽视或不擅“营销-Marketing”而表现出的症状及所产生的问题。 很多销售管理者因不能从营销系统的全局去分析销售问题，不会通过多元的营销组合手段去推动业绩提升，不擅把营销的理念与方法融入销售过程及执行中，结果使驱动绩效增长的销售竞争力大大降低。 “营销-Marketing”绝对不仅是企业总经理或者市场总监的职能，更是销售管理者推动销售额持续增长必须掌握的手段与工具，因为Marketing: 9能给予销售管理者分析诊断问题，制订计划策略特别缺乏的大局观； 9能提供给销售管理者实现业绩目标更多创造性的策略，手段及工具； 9能使销售策略与计划的执行更好地整合企业内外环境中的各项资源；
营销战略marketingstrategy文献综述
营销战略（marketing strategy）文献综述Stanley F. Slater等[1]研究了环境影响评估的战略和业务单位在市场营销的创造力和执行效用方面的相对重要的作用，研究人员来调查这些条件，能提供关于管理和指导以便优化配置资源。Rajan Varadarajan等[2]对现存的市场营销的环境中能使用Internet的吉姆公司的第一个十年进行研究，并猜测将来的互动营销市场的范围，研究销售和市场教育机制。Kyriakos Kyriakopoulos等[3]认为一个公司的市场定位应该结合开发战略和市场开发，通过提供一个聚焦在客户目标的有效理论，来促进市场信息流动之间的战略进程，并集成一个动态连接能力市场。Florence Crespin-Mazet等[4]研究了建筑业中的合作开发的营销战略，努力找出在何种条件下的项目合作开发被认为是一个可行的营销战略和具有竞争力的营销战略。Kwaku Atuahene-Gima等[5]扩展了在新产品营销策略和基于新的冒险技术之间的关系研究，发现额外的工业关系和市场的活力能够加强新产品的营销战略在市场中的表现。Eleri R. Rosier等[6]发明和测试了一种概念模型，是关于关键执行者和营销经理在程序上的合理的洞察力所带来的结果。结果表明如果中层营销经理信任他们的高级营销职员和他们的合理操作，那就会有更有效的销售策略。Henrikki Tikkanen等[7]研究了基本规划公司的的多商业关系和多规划的营销战略的实现。Denise Jarratt等[8]描述了营销战略是如何随着新的竞争和组织环境的改变而演化的，解释了市场活动在公司面临营销战略时的作用和战略发展的途径。Yvonne Brodrechtova[9]说明影响出口市场营销战略的因素不单单是西方发达国家，还有欧洲的过渡国家。研究结果显示一般最基本和相关资源以及国内正规机构受出口营销战略营销最大。Sandra Mottner等[10]研究经济和文化博物馆存放策略，认为这些策略能够测量非盈利性的营销策略的成败。Marios Theodosiou等[11]系统的研究了如何标准化应对国际市场的营销战略，以此来实现好的商业目标。这个目标的实现主要依赖与在特定时期特定市场中公司所面临的环境。David A. Griffith[12]提出了一个模型，寻求一种多层次一体化的途径来更好的了解市场的各个部分和它对全局营销战略的营销。Shuliang Li[13]提出了一种为发展营销战略的混合智能系统，此系统具有合乎逻辑的分析进程，支持小部分的战略市场因素，能够帮助战略分析和管理评价人员处理不确定性的事情，使在营销战略方面做出正确的决定。Lucio Lamberti等[14]探讨了在七个意大利组织中的多种情况的研究，结果表明公司追求不同的营销战略来适应不同的市场表现测定系统（MPMS），同时讨论了它们在现在的文献资料中的作用，并提出一些管理上的建议。Jacqueline Chimhanzi等[15]认为市场人力资源通过在有限的测试平台中的一系列测试，被认为与关系效力和内部斗争都有一定的联系。
Marketing市场营销专业词汇中英文对照表
市场营销专业词汇中英文对照表Marketing Management营销管理 New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告 Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道 Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统 Marketing Research营销调研accessibility可进入性 accessory equipment markets 附属设备市场 account management policies 客户管理策略 positioning定位 market segmentation市场细分 sales promotion销售促进 advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商 allowance 折让 alteration 退换 American Marketing Association 美国营销协会 annual marketing plan 年度营销计划assurance 保证 attitudes of consumers 消费者态度availability 可获得性/供货能力awareness （产品）知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道 backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要
marketing-市场营销知识点整理
学习必备精品知识点 Principles of Marketing Chapter （1——10） Name： Class： The International College of Henan University of Technology
Chapter 1：Marketing in a changing world What is marketing ● Marketers job is dealing with customers. ● Marketing is the delivery of customer satisfaction at a profit. ● Two goals of marketing: attracting new customer; keeping current customer. ● Marketing is the most important job in an organization. Marketing defined ● Marketing is not only selling and advertising. ● The old sense of marketing is “telling and selling”; at the present, the only way do the marketing is satisfying customer needs. ● A detailed definition: A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The process of marketing Several important concepts in the definition 1. Needs, wants, and demands. ● Needs: the basic human requirement. ● Want: The form taken by a human need as shaped by culture and individual personality. ● Demands: human wants that are backed by buying power 2. Products and services ● Products: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. ● Products include physical objects, services, persons, places, organizations, and ideas. ● Products can be referred as satisfier, resource, or marketing offer. 3. Value, satisfaction, quality ● Customer value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. ● Customer satisfaction : The extent to which a product’s perceived performance matches a buyer’s expectation. ● Quality: The totality of features and characteristic of a product or service that Identify c ustomer’s needs and wants Design or improve the product Sent the product to market (make it available) Get feedback from customer Telling customer the product can satisfy their needs & wants
marketing专业词汇 中英文对照
市场营销专业词汇中英文对照表 Marketing Management营销管理 New Products Development新产品开发 Service Industry Marketing服务业营销 Advertising广告 Business Negotiation商业谈判 International Marketing国际市场营销 Sales Channels销售渠道 Public Relationship公共关系 Consumer Behavior消费者行为 Systems of Management Information管理信息系统 Marketing Research营销调研 accesibility 可进入性 accessory equipment markets 附属设备市场 account management policies 客户管理策略 positioning定位 additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分 sales promotion销售促进 advertising feedback 广告反馈 advertising frequency 广告频率 advertising media 广告媒体 advertising reach 广告接受人数 advertising message 广告信息 advertising source 广告信息来源 agent middleman 代理商 allowance 折让 alteration 退换 American Marketing Association 美国营销协会 annual marketing plan 年度营销计划 assurance 保证 attitudes of consumers 消费者态度 availability 可获得性/供货能力 awareness （产品）知晓度/知名度 baby boomers 婴儿潮出生的一代人 backward channels for recycling 回收的后向渠道 backward integration 后向垂直一体化 banner advertisements 横幅标语广告 bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要 BCG Grow-Share Matrix 波士顿增长-份额矩阵
Marketing 市场营销
Sichuan University Department of Business Marketing Course Syllabus Course Name Marketing Course No.402174030 Department Business Hours48Academic credit3 Course Descriptions Marketing is a business administration major category of the basic course.The course aims at imparting knowledge through systematic,market research, scenario simulation,case studies,empirical research and other educational activities,to teach students of modern marketing concepts,knowledge of basic marketing theories and methods are familiar with the dynamic development of contemporaryinternational marketing;let them master the marketing skills to foster a systematic analysis of the ability toform a high level of market analysis and research capabilities and the ability to solve practical problems in marketing. Marketing is a comprehensive,highly applied course.It requires students to have not only the economics,psychology,management and accounting basic knowledge,but also mainly understanding about marketing activities need to the practical situation. Course Materials Marketing,Ji Baocheng,Renmin press of China Grading Class participation10% Homework20% Final Exam70% Instructor Information Chuanmei Gu,Professor,Department of Business,Sichuan University Tentative Course Schedule Chapter Title Topic 1Introduction1)Objects and methods of Marketing research 2)The concept of market and marketing 3)Marketing Concept 4)Marketing Management 2Strategic business planning and 1)The importance of the development of corporate strategic planning
marketing 市场营销知识点整理
Principles of Marketing Chapter （1——10） Name： Class： The International College of Henan University of Technology
Chapter 1：Marketing in a changing world What is marketing ● Marketers job is dealing with customers. ● Marketing is the delivery of customer satisfaction at a profit. ● Two goals of marketing: attracting new customer; keeping current customer. ● Marketing is the most important job in an organization. Marketing defined ● Marketing is not only selling and advertising. ● The old sense of marketing is “telling and selling”; at the present, the only way do the marketing is satisfying customer needs. ● A detailed definition: A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The process of marketing Several important concepts in the definition 1. Needs, wants, and demands. ● Needs: the basic human requirement. ● Want: The form taken by a human need as shaped by culture and individual personality. ● Demands: human wants that are backed by buying power 2. Products and services ● Products: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. ● Products include physical objects, services, persons, places, organizations, and ideas. ● Products can be referred as satisfier, resource, or marketing offer. 3. Value, satisfaction, quality ● Customer value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. ● Customer satisfaction : The extent to which a product’s perceived performance matches a buyer’s expectation. ● Quality: The totality of features and characteristic of a product or service that Identify customer’s needs and wants Design or improve the product Sent the product to market (make it available) Get feedback from customer Telling customer the product can satisfy their needs & wants
市场营销学Marketing
思考方式： 甲：如何把鞋子卖给顾客（由到外） 乙：鞋子能为顾客带来什么价值（由外到） 具体方法： 述鞋子为顾客带来的所有可能的价值（增高、按摩、时尚等），这种价值可以满足顾客的某种需求； 有些需求连顾客自己也没意识到（如微波炉、手机、walkman、汽车等），但优秀的营销者要挖掘出这些需求，并提供产品和服务去满足需求，而不是只考虑如何卖。这就是营销与推销的差异，也是营销的真谛！ 如果不经过专业的营销训练，你会—— 没有营销的思维：总是以自己为中心来进行推销 营销是一座大厦 系统性是高层和低层管理者最大的差异，也是专业人士和非专业人士最大的差异 第1讲营销导论 一、有关市场的种种定义 1.日常生活的角度：进行商品交易的场所，如商店、菜场（如家具市场、电脑市场、菜市场、网络书店） 2.经济学角度：从经济实质角度来看，市场是社会分工和商品生产的产物，是商品交换关系和供求关系的总和（如家电市场供需曲线） 3.管理学角度：从交换活动的角度来看，市场是双方认定条件下的商品或劳务交换活动（如管理市场的价格、秩序等，如反倾销、3·15消费者维权日） 4.营销学角度：Kotler认为，市场是由一切具有特定欲望和需求并且愿意和能够以交换来满足这些需求的潜在顾客所组成的（如开发新市场、维系原有市场） 关键词：需要、欲望、需求 思考：“ 营销创造需要” 这种表述是否正确？ 三个类似的概念： 1.需要（need ）：Maslow 需要层次论 2.欲望（want ）：满足需要的具体物 3.需求（demand ）：能力、意愿 二、营销是什么 营销（Marketing, MKT）又叫“市场营销”、“市场学”，港台地区称为“行销”。详见Kotler和AMA的定义(P6) 思考：营销定义的关键词？ 几种营销误区： 误区一：营销是销售、促销或推销（Sales） 误区二：营销是打广告（标王） 误区三：营销就是降价（长虹） 误区四：营销就是公关（公众、关键人） 误区五：营销就是做CI（太阳神） 误区六：营销就是做渠道（三株） NO！以上都是营销的一些策略，而不是本质！ 营销的本质是一种职能，更是一种哲学！ 营销职能说: 营销职能的本质就是交换，通过为顾客生产并提供其所需的产品和服务，来满足企业的经营目标 营销是一种职业（营销职业经理人、CMO），构成企业的一个部门（有些甚至只有销售部） 营销部门的趋势是营销职能细化和分解，成立市场部、广告部、公关部、销售部、客户服务部等 营销哲学说: 营销哲学的本质是换位思考。 哲学是一种思维方法和模式 1.营销宗旨：创造和传递一种更高标准的生活（或营销一种问题的解决方案） 2.营销目标：让顾客乐意接受所需之物，并与顾客建立长期关系 3.营销思维：换位思考 4.营销要素：