市场营销学(双语)教学导案

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市场营销学(双语)课程Chapter 1

市场营销学(双语)课程Chapter 1
3. 1910 Wisconsin School -----------marketing (selling philosophy)
Marketing management orientations
1. Production concept
Consumers prefer products that are widely available and inexpensive
estimating that consumers will not buy enough of the firm’s products unless it undertakes a large0scale selling and promotion effort
The opportunity for companies :
Aggressive selling Trying to attractive the customer to purchase the company has is
the route to success
Important article: Theodore Levitt (1960) market myopia
Watching a video
Keeping several questions in the mind: 1. What is market? 2. What is marketing? 3. Why one team win and another lost
the game? What are critical factors?
system) :collecting all useful resource, improving production ability, decreasing cost, and expending market effectively Success lies in producing the product more effectively

市场营销学英文课件ch10精品教案课件讲义下载后可编辑

市场营销学英文课件ch10精品教案课件讲义下载后可编辑
Overall Strategy: Market penetration; persuade mass market to prefer brand; expand users/use
Characteristics: Sales grow at increasing rate, competitors enter and profits peak toward end
Problems in Product and Marketing Planning
Overpromising Satisfaction
No Competitive Differentiation
Not Good Value
Inadequate Marketing Communication
Poor Channel Management
Where
Product Price Place Promotion
PLC: Introductory Stage
Overall Strategy: market acceptance
Characteristics: Low sales, Little competition, Negative or little profit.
• Overall Strategy: Defend brand position against competition
• Characteristics: Sales increase at decreasing rate; market place reaches saturation, sales peak
Marketing Strategies
Promotion
High
Low

国际市场营销双语教学教案2-

国际市场营销双语教学教案2-
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(3) Modern cases . The effect of turning away from international trade during the 1930s saw the importance of the international trade.
Besides, international marketing and international trade have also long been seen as valuable tools for foreign policy purposes. (4) Global division. After 1945, the world was sharply split ideologically into West and East, a division that had major implications for trade relations.
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2. The Historical Dimension
(1) Roman Empire. Even while expanding their territories through armed conflicts, the Romans placed primary emphasis on encouraging international business activities. The principal approaches were the Pax Romana and the common coinage. (2) Feudalism. Although the feudal system encouraged the development of a closed-state economy that was inwardly focused and ultimately conceived for self-sufficiency and security, medieval commerce still thrived and developed through export trade.

国际市场营销双语教案

国际市场营销双语教案

唐文娟
Product Life Cycle
产品生命周期理论是美国哈佛大学教授雷蒙德 弗农(Raymond 产品生命周期理论是美国哈佛大学教授雷蒙德 弗农 美国哈佛大学教授雷蒙德·弗农 Vernon)1966年在其《产品周期中的国际投资与国际贸易》一 年在其《 年在其 产品周期中的国际投资与国际贸易》 文中首次提出的。 文中首次提出的。 产品生命周期(product life cycle),简称 ,是产品的市 产品生命周期 ,简称PLC, 场寿命,即一种新产品 新产品从开始进入市场到被市场淘汰的整个过 场寿命,即一种新产品从开始进入市场到被市场淘汰的整个过 费农认为 产品生命是指市上的的营销生命, 认为: 程。费农认为:产品生命是指市上的的营销生命,产品和人的 生命一样,要经历介绍期( )、增长期 生命一样,要经历介绍期(Introduction)、增长期(Growth )、增长期( )、成熟期 成熟期( )、衰退期 )、成熟期(Mature)、衰退期(Decline)四个阶段。 )、衰退期( )四个阶段。 而这个周期在不同技术水平的国家里, 而这个周期在不同技术水平的国家里,发生的时间和过程是不 一样的,其间存在一个较大的差距和时差,正是这一时差, 一样的,其间存在一个较大的差距和时差,正是这一时差,表 现为不同国家在技术上的差距, 现为不同国家在技术上的差距,它反映场了同一产品在不同国 家市场上的竞争地位的差异, 家市场上的竞争地位的差异,从而决定了国际贸易和国际投资 的变化,为了便于区分,费农把这些国家依次分成创新国( 的变化,为了便于区分,费农把这些国家依次分成创新国(一 般为最发达国家)、一般发达国家、发展中国家。 )、一般发达国家 般为最发达国家)、一般发达国家、发展中国家。
The international market selection process

国际市场营销双语-精品.ppt

国际市场营销双语-精品.ppt

国际市场营销学
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Marketing Promotion
国际市场营销学
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内容简介 Learning Objectives
1. The changing face of U.S. business 2. The scope of the international marketing task
3. The increasing importance of global awareness
风险大, 难度大 Higher Risk and More Difficulties
国际市场营销学
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1.2 国际市场营销与国际贸易
International Marketing & International Trade
国际贸易: 国家之间有形产品与无形服务的交换活动
Exchange of the visible products and invisible services among the nations 国与国之间分工的结果
Outcome of the International Labor Division
国际市场营销学
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国际贸易与国际营销的共同点
What are in common for the both?
经营活动的目的:获取利润
Business Purpose: Earning profit 交换对象:商品和劳务
Marketing and International Marketing
Marketing is a social and managerial process by which individuals and groups obtain what they need and wue with others.

市场营销学双语课件

市场营销学双语课件
• Customer Value – 顾客所得与所付出之比. 所得包括功能利益和情感利益;而所付出包 括金钱、时间、精力以及体力。
• Customer Satisfaction – 取决于其实际感受 到的绩效与期望的差异,是顾客的一种主 观感觉状态,是顾客对企业产品和服务满 足需要程度的体验和综合评估.
Societal Marketing Concept
社会 (人类 福利)
Societal Marketing Concept
顾客 (需求)
公司 (盈利)
营 销 管 理
为创造达到个人和机构目标的交换 ,而规划和 实施理念、产品和服务的构思、定价、分销和促销的过程。




发现 和 创造需求, 或者 改变 或 降低需求
盈利性 客户关系
吸引新的客户并 保留现有的客户
Marketing Management Philosophies
Production Concept Product Concept Selling Concept
Who Purchases Products and Services?
现实 购买者
Market –是指
某种产品的现实 购买者与潜在购 买者需求的总和.
潜在 购买者
Modern Marketing System
供应商 公司 (市场营销者)

竞争者


营销 中介

最终用户
Marketing Management
市场营销学双语课 件
商务策划学院同你一起 营销人生 策划成功
What is Marketing?
• 营销是个人和集体通过创造产品和服务,以销售方 式与别人交换产品和服务,提供对个人和社会具有 特定效用的内在价值的一种社会竞争和管理过程。

国际市场营销(双语)课程教学大纲

国际市场营销(双语)课程教学大纲

《国际市场营销》(双语)课程教学大纲一、课程简介课程类别:专业课开课单位:工商管理系授课对象:本科市场营销专业学时与学分:36学时;2学分使用教材:Warren J.Keegan and Mark C.Green,《全球营销学》第四版(Global Marketing, Fouth Edition),中国人民大学出版社,2005年9月参考教材:[美]菲利普·R·凯特奥拉,《国际营销》(International Marketing),机械工业出版社,2003年1月二、教学目的与教学要求:1.本课程教学目的是:介绍由经济与金融、社会与文化、政治与法律等方面构成的全球商务环境,进而从环境和战略的角度讨论企业的全球营销策略和方式;介绍一整套先进的概念和分析工具(如价值链分析框架、产品贸易周期模型、国际产品生命周期理论、管理导向类别框架、杠杆理论、资源外取理论、全球战略伙伴关系、全球当地化整合原理和国家竞争优势分析框架等);启迪和帮助学生在全球营销中把握发展战略,成功创作和实施4P(产品、价格、分销、促销)策略组合的途径;帮助学生运用英语学习专业知识,提高学生地英语使用能力。

2.教学要求:①对于教师,具体的要求有:双语授课,英语授课课时比例大约50%;使用原版英文教材;理论讲解与案例讨论相结合;②对于学生,具体的要求有:必须先修完“市场营销”;英语达到4级水平3.考试方式和成绩计算:采用全英文考试;平时成绩占10%,期中占20%,期末占70%。

第一章Introduction to Global Marketing学时:2 周,共 3 学时教学重点:全球化和全球本地化的概念、全球营销的管理取向、影响全球一体化和全球营销的因素。

教学难点:全球营销的管理取向、影响全球营销的因素。

教学内容:1.Overview of Marketing(1)Competitive advantage(2)Globalization(3)Global Industries2.Global Marketing: What It Is and What It Isn’t3.The Importance of Global Marketing4.Management Orientations(1)Ethnocentric Orientation(2)Polycentric Orientation(3)Regiocentric(4)Geocentric orientations5.Forces Affecting Global Integration and Global Marketing(1)Driving Forces(2)Restraining Forces6.Outline of this book本章考点:1.What are the basic goals of marketing? Are these goals relevant to globalmarketing?2.What is mean by “global localization”? Is Coca-Cola a global product? Explain.3.Describe some of the global marketing strategies available to companies. Giveexamples of companies that use the different strategies.4.How do the global marketing strategies of Harley-Davidson and Toyota differ?5.Describe the difference between ethnocentric, polycontric, regiocentric, andgeocentric management orientations.6.Identify and briefly describe some of the forces that have resulted in increasedglobal integration and the growing importance of global marketing.7.Define leverage and explain the different types of leverage utilized by companieswith global operations.本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropeanPerspective》, Pearson Education Limited,20012.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际营销》,中国人民大学出版社,20053.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,20046.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,2003第二章The Global Economic Environment学时:2 周,共 4学时教学重点:国家发展阶段,产品饱和度,经济合作协议教学难点:国家发展阶段,国际结算,国际金融教学内容:1.The world Economy: An overview2.Economic systems(1)Market Capitalism(2)Centrally Planned Socialism(3)Centrally Planned Capitalism and Market Socialism3.Stages of Market Development(1)Low-Income Countries(2)Lower-Middle-Income Countries(3)Upper-Middle-Income Countries(4)Marketing Opportunities in LDCs and Developing Countries(5)High-Income Countries(6)The Triad(7)Marketing Implications of the stages of Development4.Banlance of Payments5.World Trade in Merchandise and Services6.Overview of International Finance(1)Managed Dirty Float(2)Foreign Exchange Market Dynamics(3)Purchasing Power Parity(4)Economic Exposure(5)Managing Exchange Rate Exposure本章考点:1.Explain the difference between market capitalism, centrally planned capitalism,centrally planned socialism, and market socialism. Give an example of a country that illustrates each types of system.2.What is a BEM? Identify the BEMs according to their respective stages of economicdevelopment.3. A manufacture of satellite dishes is assessing the world market potential forhis products. He asks you if he should consider developing countries as potential markets. How would you advise him?4.Turn to the Index of Economic Freedom (Table 2-1) and identify where the BEMsare ranked. What does the result tell you in terms of the relevance of the index to global marketers?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropeanPerspective》, Pearson Education Limited,20012.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际营销》,中国人民大学出版社,20053.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,20046.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,2003年第三章Social and Cultural Environments学时:2 周,共3学时教学重点:高背景文化和低背景文化、马斯洛的需求层次说、霍夫斯泰德德文化类型说以及自参考标准教学难点:霍夫斯泰德文化类型说、自参考标准和文化差异和相似性教学内容:1.High- and Low-Context Cultures2.Hofstede’s Cultural Typology3.The Self-Reference Criterion and Perception4.Diffusion Theory+(1)The Adoption Process(2)Characteristics of Innovations(3)Adopter Categories(4)Diffusion of Innovations in Pacific Rim Countries5.Marketing Implications of Social and Cultural Environments本章考点:1.What are some of the elements that make up culture? How do these find expressionin your native culture?2.What is the difference between a low-context culture and a high-context culture?Give an example of a country that is an example of each type and provide evidence for your answer.3.How can Hofstede’s cultural typologies help Western marketers better understandAsian culture?4.Explain the self-reference criterion. Go to the library and find examples ofproduct failures that might have been avoided through the application of the SRC.pare and contrast USA and Japan in terms of traditions and organizationalbehavior and norms.本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际营销》,中国人民大学出版社,20053.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,20046.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,2003第四章The Legal and Regulatory Environments of Global Marketing学时:2 周,共 3 学时教学重点:普通法和成文法、专利和商标、许可贸易、法庭裁决和仲裁方式、管理环境教学难点:专利和商标、许可贸易、各种政府和民间组织教学内容1.The Legal Environment(1)Common Law Versus Civil Law(2)Sidestepping Legal Problems: Important Business Issues(3)Conflict Resolution, Dispute Settlement, and Litigation2.The Regulatory Environment(1)Regional Economic Organizations: The European Union Example本章考点:1.What is sovereignty? What is it an important consideration in the politicalenvironment of global marketing?2.Describe some of the sources of political risk. Specially, what forms canpolitical risk take?3.Briefly describe some of the differences between the legal environment of acountry that embraces common law and one that observes civil law.4.Global marketers can avoid legal conflicts by understanding the reasonsconflicts arise in the first place. Identify and describe several legal issues that relate to global commerce.5.“See you in court” is one way to respond when legal issues arise. What otherapproaches are possible?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,2003第五章Global Information Systems and Market Research学时:2 周,共 3 学时教学重点:市场信息的来源、正式的市场调查研究步骤教学难点:市场调查研究步骤,一体化的市场信息收集教学内容:rmation Technology for Global Marketingrmation subject agenda and environmental scanning modes3.Sources of market information4.Formal market research(1)Step1: Identify the Information Requirement(2)Step2: Problem Definition---Overcoming the SRC(3)Step3: Choose Unit of Analysis(4)Step4: Examine Data Availability(5)Step5: Assess Value of Research(6)Step6: Research Design(7)Step7: Analyzing Data(8)Step8: Presenting the Findings(9)Headquarter’s Control of Marketing Research(10)An Integrated Approach to Information Collection本章考点:1.Explain two information technology puts powerful tools in the hands of globalmarketers.2.What are the different modes of information acquisition? Which is the mostimportant for gathering strategic information?3.Outline the basic steps of the market research process.4.What is the difference between existing, latent, and incipient demand? How mightthese differences affect the design of a marketing research project?5.Describe some of the analytical techniques used by global marketers. When isit appropriate to use each technique?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,2002第六章Segmentation, Targeting, and Positioning学时:2 周,共 3 学时教学重点:全球细分、选择目标市场、全球定位、产品市场决策、高科技和高感性定位教学难点:选择目标市场及定位、高科技和高感性定位教学内容:1.Global Market Segmentation(1)Demographic Segmentation(2)Psychographic Segmentation(3)Behavior Segmentation(4)Benefit Segmentation(5)Ethnic Segmentation2.Assessing Market Potential and Choosing Target Markets or Segments(1)Current Segment Size and Growth Potential(2)Potential Competition(3)Feasibility and Compatibility(4)A Framework for selecting Target Markets3.Product-Market Decisions4.Target Market Strategy Options(1)Standardized Global Marketing(2)Concentrated Global Marketing(3)Differentiated Global Marketing5.Positioning(1)Attribute or benefit(2)Quality and Price(3)Use or User(4)Competitor(5)Global, Foreign, and Local Consumer Culture Positioning本章考点:1.differentiate the five basic segmentation strategies. Give an example of acompany that has used each one.2.Explain the difference between segmenting and targeting.pare and contrast standardized, concentrated, and differentiated globalmarketing. Illustrate each strategy with an example from a global company.4.What is positioning? Identify the different positioning strategies presentedin the chapter and give examples of companies or products that illustrate each.5.What is global consumer culture positioning? What other strategic positioningchoices do global marketers have?6.What is high-touch product? Explain the difference between high-tech productpositioning and high-touch product positioning. Can some products be positioned using both strategies? Explain.本章参考文献:1. Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,2002第七章Global Market Entry Strategies:Licensing, Investment, and Strategic Alliances学时:2 周,共4 学时教学重点:许可和合营、市场扩张战略、投资扩张和战略联盟教学难点:全球战略合作伙伴概念、市场扩张战略教学内容:1.LicensingSpecial Licensing Arrangements2.Investment(1)Joint Ventures(2)Investment via Ownership or Equity Stake3.Global Strategic Partnerships4.The Nature of Global Strategic Partnerships(1)Success Factors(2)Alliances with Asian Competitors(3)CFM International, GE, and Snecma: A Successful Story(4)AT&T and Olivertti: A Failure(5)Boeing and Japan: A Failure(6)International Partnerships in Developing Countries5.Cooperative Strategies in Japan: Keiretsu6.Cooperative Strategies in South Korea: Chaebol7.Twenty-First Century Cooperative Strategies: Targeting the Digital Future8.Market Expansion Strategies本章考点:1.What are the advantages and disadvantages of using licensing as a market entrytool? Give examples of companies from different countries that use licensing as a global marketing strategy.2.What is foreign direct investment? What forms can FDI take?3.Do you agree with Ford’s decision to acquire Jaguar? What was more valuableto Ford---the physical assets or the name?4.What is meant by the phrase global strategic partnership? In what ways does thisform of market entry strategy differ from more traditional forms such as joint ventures?5.What are Keiretsu? How does this form of industrial structure affect companiesthat compete with Japan or that are trying to enter the Japanese market?6.Which Strategic options for market entry or expansion would a small company belikely to pursue? A large company?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,20029.吴声功,《跨国公司经营管理》,上海人民出版社,2003第八章Product and Brand Decisions学时:1 周,共 2 学时教学重点:产品和品牌概念、原产国因素、地域扩张、全球营销中的新产品开发教学难点:地域扩张、全球营销中的新产品开发教学内容:1.Basic product and brand concepts(1)Product Types(2)Brands(3)Local Products and Brands(4)International Products and Brands(5)Global Products and Brands(6)Global Brand Development(7)Local Versus Global Products and Brands: A Need-Based Approach2.Country of origin as brand element3.Packaging(1)Labeling(2)Aesthetics4.Product warranties5.Extend, Adapt, Great: strategic alternatives in global marketing(1)Strategy1: Product-Communication Extension(2)Strategy2: Product Extension-Communication Adaptation(3)Strategy3: Product Adaptation-Communication Extension(4)Strategy4: Product-Communication Adaptation(5)Strategy5: Product Invention(6)How to Choose a strategy6.New products in global marketing(1)Identifying New-Product Ideas(2)New-Product Development(3)The International New-Product Department(4)Testing New Products本章考点:1.What is the difference between a product and a brand?2.How do local, international, and global products differ? Cite examples3.What are some of the elements that make up a brand? Are these elements tangibleor intangible?4.What criteria should global marketers consider when making product designdecisions?5.How can buyer attitudes about a product’s country of origin affect marketingstrategy?6.Identify several global brands. What are some of the reasons for the globalsuccess of the brands you chose?7.Briefly describe various combinations of product-communication strategiesavailable to global marketers. When is it appropriate to use each?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.杨建新,《产品生命周期评价方法及应用》,气象出版社,20028.胡树华,《产品开发设计的功能成本分析》,科学出版社,20019.李倩茹,《新产品开发、定位和销售》,广州经济出版社,2002第九章Pricing Decisions学时:1 周,共 2学时教学重点:全球定价目标和策略、影响定价决策的环境因素、灰色市场、倾销、转移定价、反向贸易教学难点:全球定价策略、灰色市场、倾销、抵销、反向贸易教学内容:1.Basic pricing concepts2.Global pricing objectives and strategies(1)Market Skimming and Financial Objectives(2)Penetration Pricing and Nonfinancial Objectives(3)Companion Product “Razors and Blades” Pricing(4)Target Costing(5)Calculating Prices: Cost-based Pricing and Price Escalation(6)Terms of Sale3.Environment influences on pricing decisions(1)Currency Fluctuations(2)Inflationary Environment(3)Government Controls, Subsidies, and Regulations(4)Competitive Behavior(5)Using Sourcing as a Strategic Pricing Tool4.Global pricing: three policy alternatives(1)Extension or Ethnocentric(2)Adaptation or Polycentric(3)Geocentric5.Gray market goods6.Dumping7.Price fixing8.Transfer pricing(1)Tax Regulations and Transfer Prices(2)Sales of Tangible and Intangible Property(3)Competitive Pricing(4)Importance of Section 482 Regulations9.Countertrade(1)Barter(2)Counterpurchase(3)Offset(4)Compensation Trading(5)Switch Trading本章考点:1.What are the basic factors that affect price in any market? What considerationsenter into the pricing decision?2.Define the various types of pricing strategies and objectives available to globalmarketers.3.Identify some of the environmental constraints on global pricing decisions.4.Why do price differences in world markets often lead to gray marketing?5.What is dumping? Why was dumping such an important issue during the Uruguay Roundof GATT negotiations?6.What is transfer price? Why is it an important issue for companies with foreignaffiliates? Why did transfer pricing in Europe take on increased importance in 1999?7.What is the difference between ethnocentric, polycontric, and geocentric pricingstrategies? Which one would you recommend to a company that has global market aspirations?pare and contrast the different forms of countertrade.本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,20029.吴声功,《跨国公司经营管理》,上海人民出版社,2003第十章Global Marketing Channels and Physical Distribution学时:1 周,共 2 学时教学重点:分销渠道管理、建立和保持渠道中介、全球零售业、物流管理教学难点:全球零售渠道、物流管理教学内容:1.Channel objectives2.Distribution channels :terminology and structure(1)Consumer Products and Services(2)Industrial Products3.Establishing channels and working with channel intermediaries4.Global retailing5.Innovation in global retailing6.Physical distribution, supply chains, and logistics management(1)Order Processing(2)Warehousing(3)Inventory Management(4)Transportation(5)Logistics Management: A Brief Case Study本章考点:1.In what ways can channel intermediaries create utility for buyers?2.What factors influence the channel structures and strategies available to globalmarketers?3.What is cherry picking? What approaches can be used to deal with this problem?pare and contrast the typical channel structures for consumer products andindustrial products.5.Identify the different forms of retailing and cite an example of each form.Identify retailers from as many different countries as you can.6.Identify the four retail market expansion strategies discussed in the text. Whatfactors determine the appropriable mode?7.What special distribution challenges exist in Japan? What is the best way fora non-Japanese company to deal with these challenges?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.李飞,《分销渠道》,清华大学出版社,20038.邹树彬,《分销渠道管理》,广东经济出版社,2000第十一章Global Marketing Communications Decisions:Advertising and Public Relations学时:1 周,共2学时教学重点:全球广告、全球媒体决策、公共关系和公众度教学难点:全球广告、世界各地的公关差异教学内容:1.Global advertisingGlobal Advertising Content: The “Standardization”versus “adaptation”Debate2.Advertising agency: organizations and brandsSelecting an Advertising Agency3.Creating global advertising(1)Art Directors and Art Direction(2)Copy(3)Cultural Considerations4.Global media decisions(1)Media vehicles and expenditures(2)Media Decisions5.Public relations and publicity(1)The Growing Role of Public Relations in Global Marketing(2)Communications(3)How public relations practices differ around the world本章考点:1.In what ways can global brands and global advertising campaigns benefit acompany?2.How does the “standardized versus localized” debate apply to advertising?3.What is the difference between an advertising appeal and creative execution?4.When creating advertising for world markets, what are some of the issues thatart directorsand copywriters should take into account?5.How do the media options available to advertisers vary in different parts ofthe world? What can advertiser do to cope with media limitations in certain countries?6.How does public relations differ from advertising? Why is PR especially importantfor global companies?7.What are some of the ways public relations practices vary in different partsof the world?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,20029.吴声功,《跨国公司经营管理》,上海人民出版社,200310.张映红,《公共关系管理》,北京经济学院出版社,200311.周广华,《促销管理实战》,广东经济出版社,2003第十二章Strategic Elements of Competitive Advantage 学时:1 周,共2学时教学重点:行业分析(影响竞争的因素)、竞争优势、全球竞争和国家竞争优势教学难点:竞争优势、全球竞争和国家竞争优势教学内容:1.Industry analysis: forces influencing competition(1)Threat of New Entrants(2)Threat of Substitute Products(3)Bargaining Power of Buyers(4)Bargaining Power of Supplier(5)Rivalry Among Competitorspetitive advantage(1)Generic Strategies for Creating Competitive Advantage(2)The Flagship Firm: The Business Network with Five Partners(3)Creating Competitive Advantage via Strategic Intent3.Global competition and national competitive advantage(1)Demand Conditions(2)Related and Supporting Industries(3)Firm Strategy, Structure, and Rivalry(4)Chance(5)Government4.Current issues in competitive advantage本章考点:1.How can a company measure its competitive advantage? How does a firm know ifit is gaining or losing competitive advantage? Cite a global company and its source of competitive advantage.2.Outline Porter`s five forces model of industry competition. How are the variousbarriers to entry relevant to global marketing?3.How does the five partners, or flagship model, developed by Rugman and D`Avenidiffer from Porter`s five forces model?4.Give an example of company that illustrates each of the four generic strategiesthat can lead to competitive advantage: overall cost leadership, cost focus, differentiation, and differentiation focus.5.Briefly describe Hamel and Prahalad`s framework for competitive advantage.6.How can a nation achieve competitive advantage?7.According to current research on competitive advantage, what are some of theshortcomings of Porter`s models?8.What is the connection, if any, between national competitive advantage andcompany competitive advantage? Explain and discuss.本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,20029.吴声功,《跨国公司经营管理》,上海人民出版社,2003第十三章The Digital Revolution and Global Electronic Marketplace学时:1 周,共2 学时教学重点:行业集中、价值网络和分裂性科技、全球电子营销、移动商业和无线连接教学难点:行业集中、价值网络、全球电子营销教学内容:1.The digital revolution: a brief history2.Convergence3.Value-Networks and disruptive technologies4.Global E-Commerce5.Web site design6.New product and servicesBroadband7.Mobile commerce and wireless connectivity(1)Smart Cell Phones(2)Internet Phone Service8.Conclusion本章考点:1.Briefly review the key innovations that culminated in the digital revolution.What is the basic technological process that made the revolution possible?2.What is convergence? How is convergence affecting Sony? Kodak? Nokia?3.What is the innovator’s dilemma? What is the difference between sustainingtechnology and disruptive technology? Briefly review Christensen’s five principles of disruptive innovation.4.What key issues must be addressed by global companies that engage in e-commerce?5.Briefly outline Web design issues as they pertain to global marketing.6.Review the key products and services that have emerged during the digitalrevolution. What are some products and services that are not mentioned in the chapter?本章参考文献:1.Warren J.Keegan and Bodo B.Schlegelmilch,《Global Marketing Management: AEuropean Perspective》, Pearson Education Limited,20012.沈钺,《全球营销学》,武汉大学出版社,20043.菲利普 R.凯特奥拉,约翰 L.格雷厄姆,《国际市场营销学》, 机械工业出版社,20054.马萨基.科塔比,克里斯蒂安.赫尔森,《全球营销管理》,中国人民大学出版社,20055.闫国庆,沈哲,孙琪,陈林兴,《国际市场营销学》,清华大学出版社,2004年6.甘碧群,《国际市场营销学》,武汉大学出版社,20027.王文举,张启明,《国际市场营销》,中国统计出版社,20038.王海忠,《全球营销:规则、指南、案例》,企业管理出版社,20029.吴声功,《跨国公司经营管理》,上海人民出版社,200310.怀特,董俊英,《国际营销错误案例》,北京经济科学出版社,2003第十四章 Overall review of course and Preparation of final exam学时:1 周,共1 学时教学内容:回顾本学期所学内容,梳理各章节知识要点,准备期末考试。

双语示范课程《国际市场营销》教学

双语示范课程《国际市场营销》教学

双语示范课程《国际市场营销》教学《国际市场营销学》International Marketing(双语)教学大纲学分/总学时:3/54一,课程的性质,目的和任务."国际市场营销学"(International Marketing)是市场营销专业的专业必修课.采用双语教学,使用英语原版教材,并结合课程内容,组织学生以小组的形式开展研究,制定针对相关国家的国际市场营销计划,并将研究成果在课堂上作演说汇报.本课程的教学目的是使学生能较为系统地理解和掌握国际市场营销的基本理论和实践.课程的主要内容包括国际营销的范围和挑战,国际营销的全球环境,全球市场评估中的文化因素,国际营销调研,全球营销管理,国际营销渠道,国际广告及国际市场定价.本课程在教学中坚持理论分析与实例,案例分析相结合的方法,为学生提供大量的案例陈述,分析和讨论的机会,锻炼和培养学生分析问题和解决问题的能力.课程全部章节均使用英语授课.课件全部用英语.要求学生尽量用英语参与课堂讨论,完成作业.试卷的出题全部使用英语.通过双语教学,培养学生用英语获取和交流专业知识的水平和能力.二,学习本课程学生应掌握的前设课程知识经济学,管理学原理,市场营销学,英语综合运用知识和能力三,学时分配1. The Scope and Challenge of International Marketing(国际营销的范围和挑战)(4学时)2. The Global Environment of International Marketing (国际营销的全球环境)(4学时)3. History and Geography: The Foundations of Culture(历史与地理–文化的基础) (3学时)4. Cultural Dynamics in Assessing Global Markets(全球市场评估中的文化因素)(3学时)5. Culture, Management Style, and Business Systems(文化,管理风格与经营方式) (3学时)6. The Political Environment(政治环境) (3学时)7. The International Legal Environment(国际法律环境) (4学时)8. Developing a Global Vision through Marketing Research(通过营销调研建立全球视野) (4学时)9. Global Marketing Management: Planning and Organization(全球营销管理–计划和组织) (4学时)10. Products and Services for Consumers(面向消费者的产品和服务) (4学时)11. International Marketing Channels(国际营销渠道) (4学时)12. Integrated Marketing Communications and International Advertising(一体化的营销沟通与国际广告) (4学时)13. Personal Selling and Sales Management(人员推销与销售管理) (4学时)14. Pricing for International Markets(国际市场定价) (4学时)15. Review(2学时)四,课程基本要求和内容Part One: An OverviewChapter1:The Scope and Challenge of International Marketing(国际营销的范围和挑战)4学时Learning Objectives(基本要求):T o learn and understand the followings: the scope of the international marketing task; the importance of the cross-cultural analysis in international marketing; the progression of becominga global marketer; the increasing importance of global awareness.1. International Marketing Defined2. The International Marketing Task3. Environmental Adaptation Needed4. The Self-Reference Criterion and Ethnocentrism5. Developing a Global Awareness6. Stages of International Marketing Involvement7. Strategic Orientation8. The Orientation of International MarketingChapter2:The Global Environment of International Marketing (国际营销的全球环境)4学时Learning Objectives(基本要求):To learn and understand the followings: the importance of GA TT and the World Trade Organization; the emergence of the International Monetary Fund and the World Bank Group; the evolution of the European Community to the European Union; the trade linkage of NAFTA and South America and its regional effects; the development of trade within the Asia-Pacific Rim; the growth of developing markets and their importance to regional trade.1. GATT and WTO2. The International Monetary Fund and World Bank Group3. Protests against Global Institutions4. Global Markets and Multinational Market Groups5. Marketing in a Developing CountryPart Two: The Cultural Environment of Global MarketsChapter3: History and Geography: The Foundations of Culture(历史与地理–文化的基础)3学时Learning Objectives(基本要求):To learn and understand the following: the importance of history and geography in the understanding of international markets; the effects of history on a country's culture; effect of geographic diversity on economic profiles of a country; economic effects of controlling population growth versus aging population.1. Historical Perspective in Global Business2. Geography and Global Markets3. Dynamics of Global Population Trends4. World Trade RoutesChapter4: Cultural Dynamics in Assessing Global Markets(全球市场评估中的文化因素)3学时Learning Objectives(基本要求):To learn and understand the following: the importance of culture to an international marketer; the origins and elements of culture; the impact of cultural borrowing;the strategy of planned change and its consequences.1. Culture's Pervasive Impact2. Definitions and Origins of Culture3. Elements of Culture4. Cultural Knowledge5. Cultural ChangeChapter5: Culture, Management Style, and Business Systems(文化,管理风格与经营方式)4学时Learning Objectives(基本要求):To learn and understand the following: the necessity for adapting to cultural differences; how and why management styles vary around the world; the extent and implications of gender bias in some countries; the importance of cultural differences in business ethics; the differences between relationship-oriented and information-oriented cultures.1. Required Adaptation2. Management Styles around the World3. Gender Bias in International Business4. Business Ethics5. Culture's Influence on Strategic Thinking6. A Synthesis, Relationship-Oriented versus Information-Oriented CulturesChapter6: The Political Environment: A Critical Concern (政治环境)4学时Learning Objectives(基本要求):To learn and understand the following: what the sovereignty of nations means and how it affects the stability of government policies, political parties, and nationalism; the political risks of global business and the factors that affect stability; the importance of the political system to international marketing and its effects on foreign investments; assessing and reducing the effects of political vulnerability.1. The Sovereignty of Nations2. Stability of Government Policies3. Political Risks of Global Business4. Assessing Political Vulnerability5. Reducing Political VulnerabilityChapter7: The International Legal Environment(国际法律环境)4学时Learning Objectives(基本要求):To learn and understand the following: the four heritages of today's legal systems; the important factors in jurisdiction of legal disputes; issues associated with jurisdiction of legal disputes and the various methods of dispute resolution; the unique problemsof protecting intellectual property rights internationally; ways to protect against piracy and counterfeiting; the legal differences between countries and how the differences can affect international marketing plans.1. Bases for Legal Systems2. Jurisdiction in International Legal Disputes3. International Dispute Resolution4. Protection of Intellectual Property Rights5. Commercial Law within CountriesPart three: Developing Global Marketing StrategiesChapter 8: Developing a Global Vision through MarketingResearch(通过营销调研建立全球视野)4学时Learning Objectives(基本要求):To learn and understand the following: the importance of problem definition in international research; the problems of availability and use of secondary data; quantitative and qualitative research methods; sources of secondary data; how to analyze and use research information.1. Breadth and Scope of International Marketing Research2. The Research Process3. Defining the Problem and Establishing Research Objectives4. Problems of Availability and Use of Secondary Data5. Gathering Primary Data: Quantitative and Qualitative Research6. Multicultural Research: A Special Problem7. Research on the Internet: A Growing Opportunity8. Estimating Market Demand9. Problems in Analyzing and Interpreting Research Information10. Responsibility for Conducting Marketing Research11. Communicating with Decision MakersChapter9: Global Marketing Management: Planning and Organization(全球营销管理–计划和组织)4学时Learning Objectives(基本要求):To learn and understand the following: how global marketing management differs from international marketing management; the increasing importance of international strategic alliances; the need for planning to achieve company goals; the important factors for each alternative market-entry strategy.1. Global Marketing Management: An Old Debate and a New View2. Planning for Global Markets3. Alternative Market-Entry Strategy4. Organizing for Global CompetitionChapter10: Products and Services for Consumers(面向消费者的产品和服务)4学时Learning Objectives(基本要求):To learn and understand the following: the importance of offering a product suitable for the intended market; the importance of quality and how quality is defined; country-of-origin effects on product image; physical, mandatory, and cultural requirements for product adaptation; the need to view all attributes of a product in order to overcome resistance to acceptance.1. Quality2. Products and Culture3. Analyzing Product Components for Adaptation4. Marketing Consumer Services Globally5. Brands in International MarketsChapter11: International Marketing Channels(国际营销渠道)4学时Learning Objectives(基本要求):To learn and understand the followings: the variety of distribution channels and how they affect cost and efficiency in marketing; how distribution patterns affect the various aspects of international marketing; the growing importance of e-commerce as a distribution alternative; the functions, advantages, and disadvantages of various kinds of middlemen; the importance of middlemen to a product's success and the importance of selecting and maintaining middlemen.1. Channel-of-Distribution Structures2. Distribution Patterns3. Alternative Middleman Choices4. Factors Affecting Choices of Channels5. Locating, Selecting, and Motivating Channel Members6. The InternetChapter12: Integrated Marketing Communications and International Advertising(一体化的营销沟通与国际广告)4学时Learning Objectives(基本要求):To learn and understand the followings: local market characteristics that affect the advertising and promotion of products; the strengths and weaknesses of sales promotion and public relations in global marketing; when global advertising is most effective; when modified advertising is necessary; the effect of limited media, excessive media, and government regulations on advertising and promotion budgets.1. Sales Promotions in International Markets2. International Public Relations3. International Advertising4. Advertising Strategy and Goals5. The Message: Creative Challenge6. Media Planning and Analysis7. Campaign Execution and Advertising Agency8. International Control of AdvertisingChapter13: Personal Selling and Sales Management(人员推销与销售管理)4学时Learning Objectives(基本要求):To learn and understand the followings: the role of interpersonal selling in international marketing; the considerations in designing an international sales force; the steps to recruiting three types of international sales people; selection criteria for international sales and marketing positions; the special training needs of international personnel; motivation techniques for international sales representatives; how to design compensation systems for an international salesforce; the changing profile of the global sales and marketing manager.1. Designing the Sales Force2. Recruiting Marketing and Sales Personnel3. Selecting Sales and Marketing Personnel4. Training for International Marketing5. Motivating Sales Personnel6. Designing Compensation Systems7. Evaluating and Controlling Sales Representatives8. Developing Cultural Awareness9. The Changing Profile of the Global Manager10. Foreign Language SkillsChapter14: Pricing for International Markets(国际市场定价)4学时Learning Objectives(基本要求):To learn and understand the following: components of pricing as competitive tools in international marketing; the pricing pitfalls directly related to international marketing; how to control pricing in parallel imports or gray markets; price escalation and how to minimize its effect; countertrading and its place in international marketing practices; the mechanisms of price quotations.1. Pricing Policy2. Approaches to International Pricing3. Price Escalation4. Approaches to Lessening Price Escalation5. Leasing in International Markets6. Countertrade as a Pricing Tool7. Transfer Pricing Strategy8. Price Quotation9. Administered PricingPart Four :Supplementary Material五,教材及学生参考书教材:Philip Cateora等著International Marketing(国际营销)12th Edition(第12版) 中国人民大学出版社2005年3月参考书:1,Michael R. Czinkota著International Marketing(国际商务) 8th Edition(第8版) 北京大学出版社2007年10月。

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市场营销学(双语)教案————————————————————————————————作者:————————————————————————————————日期:课程教案(2013—2014学年第二学期)课程名称:市场营销学(双语)授课学时: 34学时授课班级:任课教师:开课院系:经管学院课程信息课程编号070214授课班级学生人数课程名称市场营销学(双语)课程类型公共基础课();学科基础课();专业必修课(✓);基础选修课();专业选修课();公选课()授课方式①讲授②讨论③案例分析考核方式①小组案例②出勤及表现③案例分析报告④期末考试课程总学时34学时学分 2教材名称营销学导论(Marketing:An Introduction) 中国人民大学出版社教学参考书[1]Philip Kotler.市场营销原理.北京:清华大学出版社,2006[2]唐德才.现代市场营销学.北京:清华大学出版社,2005[3]David Jobber.市场营销学:原理与实践. 北京:机械工业出版社,2006[4]Charles mb , Joseph F,Hair and Carl McDaniel.Marketing (6th Edition). 北京:北京大学出版社,2007授课教师职称院所经管学院授课时间070214: 市场营销学(双语)Class ScheduleWeek Date Day Lecture Content Home Work1 2/27 FRI Course Introduction and Chap1Marketing: Managing Profitable Customer Relationships----2 3/3 TUE Chap 1 Marketing: Managing Profitable Customer Relationships----3/6 FRI Chap 1 Marketing: Managing Profitable Customer Relationships ----3 3/13 FRI Chap 1Review and Exercise4;34 3/17 TUEChap 2Marketing Strategy: Partnering to Build CustomerRelationships---- 3/20 FRIChap 2Marketing Strategy: Partnering to Build CustomerRelationships----5 3/27 FRI Chap 2 Review and ExerciseChap 2 Company Case Study: ‘Trap-Ease America:The big Cheese of Mousetraps’2;16 3/31 TUE Chap 3 The Marketing Environment5;14/3 FRI Chap 4 Managing Marketing Information----7 4/10 FRI Chap 4Review and ExerciseChap 4 Company Case Study: Enterprise Rent A Car8 4/14 THU Chap 5 Consumer Buyer Behavior ----4/17 FRI Chap 5 Consumer Buyer Behavior----9 4/24 FRI Chap 5Review and ExerciseChap 5 Company Case Study: ‘Aibo: Looking fora Charged-up Spot?’4;210 4/28 TUE Chap 6 Segmentation, Targeting, and Positioning ----11 5/8 FRI Chap 6Review and ExerciseChap 6Company Case Study:‘RJR’s Eclipse: Rising fromPremier’s Ashes’1;112 5/12 TUE Chap 7 Product, Services, and Branding Strategy ----5/15 FRI Chap 7 Product, Services, and Branding Strategy----13 5/22 FRI Chap 7Review and ExerciseChap 7 Company Case Study: ‘Swatchmobile: Is the TimeRight for Small Cars?’1;214 5/26 THUChap 8 New-Product Development and Product Life-CycleStrategies---- 5/29FRI Chap 8 Company Case Study: “LifeSource Nutrition:Succeeding Where Campbell Soup Failed”4;315 6/5 FRI Chap 9 Pricing Considerations and Strategies--------16 6/9 TUE Chap 10 Marketing Channels & Supply Chain Management---- 6/12 FRIChap 10Marketing Channels & Supply Chain ManagementChap 10Review and Exercise1;117 6/19 FRI Chap 11 Integrated Marketing Communication Strategy----18 6/23 THUChap 11 Integrated Marketing Communication StrategyChap 11Review and Exercise3;1 6/26 FRI Course Summary ----CHAPTER 1Marketing: Managing Profitable Customer Relationships一、教学目的引导学生理解营销的含义,营销过程的五个步骤—理解市场和消费者需要,设计客户驱动型的营销战略,构建营销方案,建立客户关系,以及从客户处获取价值。

二、教学重点及难点重点:营销领域的五个核心概念:需要、欲望、需求;产品;价值、满意;交换、交易和关系;市场。

设计客户驱动型的营销战略:五种不同的营销理念。

难点:从客户处获取价值:创造客户忠诚和客户资产三、教学手段及方法多媒体课件讲授,课堂小组讨论,重要知识点提问,观看相关的影音资料,章节小结及作业布置。

*注重启发并理论联系实际。

四、教学内容与教学设计LEARNING OBJECTIVES:⏹Define marketing and the steps in the marketing process.⏹Explain the core marketing concepts.⏹Define marketing management and examine how marketers manage demandand build profitable customer relationships.⏹Compare the five marketing management philosophies.⏹Capturing value from customer.1 What Is Marketing?●Marketing is managing profitable customer relationships.●Must both attract new customers and grow the current customers.Discussion QuestionLet students discuss what is marketing and provide examples about marketing through their experience.2 The Marketing Process●Understand the marketplace and customer needs and wants●Design a customer-driven marketing strategy●Construct a marketing program that delivers superior value●Build profitable relationships and create customer delight●Capture value from customers to create profits and customer equity3 Understanding the Marketplace and Consumer NeedsNeeds, wants and demands; Marketing offers (products, services, and experiences);Value and satisfaction; Exchanges, transactions, and relationships; Markets.Needs, Wants, and DemandsHuman need include physical needs (food, clothing, safety); social needs (belonging, affection); and individual needs (knowledge, self-expression).Wants become demands when they are backed by buying power.Marketing Offers—Products, Services, and ExperiencesA marketing offer is a combination of products, services, information or experiences offered to satisfy a need or want.Marketing myopia is paying more attention to the individual products offered, rather than the need satisfied, or benefits produced.Value and SatisfactionDiscussion Question⏹Form small groups, and select a brand of athletic shoes that a group memberhas purchased recently.⏹What Customer Value did the group member expect?⏹Did the member experience Customer Satisfaction? Why or why not? MarketsA market is defined as the set of actual and potential buyers of a product.Marketers must manage markets to create the desired exchange relationships.4 Marketing Management philosophiesThe production concept says that consumers will favor products that are available and affordable.The product concept,consumers favor products that are highest in quality, performance, and innovation.The selling concept undertake large-scale selling and promotional effort to get consumers to buy.The marketing concept says that the company needs to understand the needs and wants of the target markets and deliver satisfaction better than their competitors do. The societal marketing concept is a relatively new concept that asks companies to not overlook consumer long-run welfare while meeting their short-run wants.Discussion Question⏹What is the single biggest difference between the marketing concept and theproduction, product, and selling concepts?⏹Which concepts are easier to adopt in the short-run? Which concept offers thebest chances of long-run success? Why?5Building Customer RelationshipsCustomer Relationship ManagementCustomer Relationship Management (CRM)is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.6 Capturing Value from CustomersCreating Customer Loyalty and RetentionCustomer lifetime value is an important concept that says that if you lose a customer, you don’t just lose on e sale. You potentially lose thousands or even hundreds of thousands that a customer could spend over their lifetime.Discussion Question⏹Think of a service provider to who you are loyal.⏹What do you do (your behaviors, actions, feelings) that indicates you areloyal?⏹Why are you loyal to this provider?⏹What factors have influenced the formation of your loyalty?Growing Share of CustomerT he share the company gets of that customer’s total spending on the product or service type.Companies can grow share of customer by offering greater variety to their current customers.Building Customer EquityCustomer equity is the total combined lifetime values of all the company’s customers.Customer equity forecasts the future, whereas sales and market share tell what happened in the past.Companies can classify their customers as to whether they are profitable or not, and then manage the relationships accordingly.A key learning is that different types of customers require different management strategies to maintain and increase profitability.。

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