市场营销学(双语)教案

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070214: 市场营销学（双语）Class ScheduleCHAPTER 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 one 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 li fetime 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.。