制经价贺多大孝 《营销学原理》 教学大纲 《营销学原理》课程教学大纲 Course Syl labus for Principles of Marketing (MKT206) 2nd Semester,2004-2005 Course Type:Fundamental Compulsory Office:Rm.815,Hall of Faith For:Second-year undergraduates majoring in Marketing, Office Hours:3:30--5:00 pm,Friday, or all the concentrations under Management and Business or by appointment Instructor:Fu Huifen,Xiong Wei,Guo Xiaoling,Shang Xiaoyan,An Shenghui, Hu Yulong,Liu Baocheng,Liu Zian,Qi Yongling Credits:2 Work phone:64493507 Total Class Hours:36 Email:huiff585@tom.com Pre-requisite:ECON101 Principles of Economics I Class Language:English or ECON201 Principles of Economics II bilingual MGT213 Principles of Management Rules for Attendance:By UIBE rules,deduction from the final grade shall be made for absence from class.A student is no longer entitled to the final examination if he/she has been absent,for whatever reasons given,for over one third of the total class hours,or absent without any notice for over 6 hours. I.Course Objectives Marketing has become an increasingly important function in business management under the market economy system.It is,therefore,highly necessary for business students to understand what marketing is and how to fulfill marketing objectives of the firm.The objective of this course is to not only introduce the basic principles of the discipline to you,but also to help you learn to work out your own marketing strategies. II.Teaching Learning Methods Most class meetings will include both a lecture and certain class work,where the instructor presents some main concepts of the course with some discussion with the students.Other meetings will be devoted to analyzing company cases,in which students are expected to play a major role by joint efforts.At the later part
《营销学原理》 教学大纲 《营销学原理》课程教学大纲 Course Syllabus for Principles of Marketing (MKT206) 2nd Semester, 2004-2005 Course Type: Fundamental & Compulsory Office: Rm. 815, Hall of Faith For: Second-year undergraduates majoring in Marketing, Office Hours: 3:30--5:00 pm, Friday, or all the concentrations under Management and Business or by appointment Instructor: Fu Huifen, Xiong Wei, Guo Xiaoling, Shang Xiaoyan, An Shenghui, Hu Yulong, Liu Baocheng, Liu Zian, Qi Yongling Credits: 2 Work phone: 64493507 Total Class Hours: 36 Email: huiff585@tom.com Pre-requisite: ECON101 Principles of Economics I Class Language: English or ECON201 Principles of Economics II bilingual MGT213 Principles of Management Rules for Attendance: By UIBE rules, deduction from the final grade shall be made for absence from class. A student is no longer entitled to the final examination if he/she has been absent, for whatever reasons given, for over one third of the total class hours, or absent without any notice for over 6 hours. I. Course Objectives Marketing has become an increasingly important function in business management under the market economy system. It is, therefore, highly necessary for business students to understand what marketing is and how to fulfill marketing objectives of the firm. The objective of this course is to not only introduce the basic principles of the discipline to you, but also to help you learn to work out your own marketing strategies. II. Teaching & Learning Methods Most class meetings will include both a lecture and certain class work, where the instructor presents some main concepts of the course with some discussion with the students. Other meetings will be devoted to analyzing company cases, in which students are expected to play a major role by joint efforts. At the later part 1
《营销学原理》 教学大纲 of the course,The Marketing(Simulation)Game is to be played on the team basis to develop students'ability of quantitative-qualitative analysis and decision making for strategies. III.Requirements 1.Required Reading: (1)Required text--Philip Kotler Gary Armstrong,Principles of Marketing,9th ed. 清华大学出版社，Prentice Hall Inc.,2001 You are expected to read the assigned chapter(s)before our class meetings and be fully prepared to contribute to class discussion (2)Case book-傅慧芬主编，《当代营销学案例集》，对外经济贸易大学出版社， 2001年11月。 (3)Related literature--Books and periodicals as recommended(see the list). 2.Exercises and Examinations: A.Reading Tests.You are expected to do six period reading tests/quizzes,the score of which will account for 10%of the total term grades. B.Case Analysis.Some company cases will be discussed in class.Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion.The performance of everyone will be evaluated and scores will come up to 20%of the term grades. C.Simulation Game.The Marketing Game is a competitive marketing strategy simulation developed to aid marketing learning.Students assume responsibility for developing a firm's marketing strategy.Student teams compete in industries of four firms each.Each team will submit marketing plan of three subsequent periods. Grading of each team will be calculated according to the accumulative profit during the three periods.The team that earns the highest profit(P1)will be graded 20, while the lowest(P4)14.The two teams in between in the same industry will get: 14+6×(P-P4)/(P1-P4). D.Final Exam.The final examination will largely be an objective test of your command of the principles learned during the term.The results of the exam will account for 60%of your total term grades. 3.Grading Criteria: Assignments Points Reading Tests Average 10 Case Study and Presentation(teamwork) 20 Simulation Game(teamwork) 20 Final Examination 50
《营销学原理》 教学大纲 of the course, The Marketing (Simulation) Game is to be played on the team basis to develop students’ ability of quantitative-qualitative analysis and decision making for strategies. III. Requirements 1. Required Reading: （1）Required text -- Philip Kotler & Gary Armstrong，Principles of Marketing，9th ed. 清华大学出版社，Prentice Hall Inc., 2001. You are expected to read the assigned chapter(s) before our class meetings and be fully prepared to contribute to class discussion. （2）Case book --傅慧芬主编，《当代营销学案例集》，对外经济贸易大学出版社， 2001 年 11 月。 （3）Related literature -- Books and periodicals as recommended (see the list). 2. Exercises and Examinations: A. Reading Tests. You are expected to do six period reading tests/quizzes, the score of which will account for 10% of the total term grades. B. Case Analysis. Some company cases will be discussed in class. Each group is supposed to be in charge of one case by writing down the answers to the given questions and present them in class to stimulate more discussion. The performance of everyone will be evaluated and scores will come up to 20% of the term grades. C. Simulation Game. The Marketing Game is a competitive marketing strategy simulation developed to aid marketing learning. Students assume responsibility for developing a firm’s marketing strategy. Student teams compete in industries of four firms each. Each team will submit marketing plan of three subsequent periods. Grading of each team will be calculated according to the accumulative profit during the three periods. The team that earns the highest profit (P1) will be graded 20, while the lowest (P4) 14. The two teams in between in the same industry will get: 14+6 ×（Pi-P4）/ (P1-P4). D. Final Exam. The final examination will largely be an objective test of your command of the principles learned during the term. The results of the exam will account for 60% of your total term grades. 3. Grading Criteria: Assignments Points Reading Tests Average 10 Case Study and Presentation (teamwork) 20 Simulation Game (teamwork) 20 Final Examination 50 2
制卧价贸易大考 《营销学原理》 教学大纲 TOTAL 100 IV.Course Schedule Week Chapter Topic of the Session Overview of Marketing 2 3 Environment and Opportunities 3 J Consumer Buying Behavior 4 6 Business Buying Behavior Y Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand > Strategic Planning and Marketing Process 8 7 Market Segmentation,Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8,9 Product and Product Development 11 9,8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling,Retailing,Online Marketing and Logistics 6 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling,Sales and Customer Relationship Management V.Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required:2 hours Text:Chapter 1 Objectives Requirements Be aware of reasons for studying marketing general framework of Marketing goals of the marketing system how marketing is used by different kinds of organizations Essential Concepts definition of Marketing, the Generic Value Chain ·the Value Equation the core marketing concepts (need,want,demand,value,satisfaction,exchange,relationship, etc.) demand management
《营销学原理》 教学大纲 TOTAL 100 IV. Course Schedule Week Chapter Topic of the Session 1 1 Overview of Marketing 2 3 Environment and Opportunities 3 5 Consumer Buying Behavior 4 6 Business Buying Behavior 5 4 Marketing Information System and Marketing Research 6 Appendix1 Measuring and Forecasting Market Demand 7 2 Strategic Planning and Marketing Process 8 7 Market Segmentation, Targeting and Positioning 9 2 Marketing Plan Implementation and Control 10 8, 9 Product and Product Development 11 9, 8 Product Life-Cycle and Brand Management 12 10 Pricing Considerations and Approaches 13 11 Pricing Strategies 14 12 Distribution Channel Designing and Management 15 13,17 Wholesaling, Retailing, Online Marketing and Logistics 16 14 Integrated Marketing Communications and Advertising 17 15 Sales Promotion and Public Relations 18 16 Personal Selling, Sales and Customer Relationship Management V. Description of Sessions Session 1 Overview of Marketing and Marketing Management Time required: 2 hours Text: Chapter 1 Objectives & Requirements Be aware of • reasons for studying marketing • general framework of Marketing • goals of the marketing system • how marketing is used by different kinds of organizations Essential Concepts • definition of Marketing, • the Generic Value Chain • the Value Equation • the core marketing concepts (need, want, demand, value, satisfaction, exchange, relationship, etc.) • demand management 3
制卧爱价贸易大考 《营销学原理》 教学大纲 marketing system goals major philosophies of marketing (production concept,product concept,marketing concept,etc.) Text Chapter and Supplementary Materials Chapter 1,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.What has happened to Qinchi in the following case? 2.Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3.What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1."Princeline.com:Changing Business in the New Millennium",Principles of Marketing 9th ed. 2.《海尔集团》(《当代营销学案例集》) Session 2 Environment and Opportunities Time required:2 hours Text:Chapter 3 Objectives Requirements Understand the forces that constitute the current microenvironment and macroenvironment ways to find business opportunities and cope with the existing environment. proactive approach to the marketing environment Essential Concepts marketing environment forces of microenvironment (company,intermediaries,customer,markets,suppliers,competitors,publics) internal environment forces of macroenvironment (demographic Economic,natural,technological,political,cultural environment,etc.) access to environmental information environmental management perspective ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3,Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 4
《营销学原理》 教学大纲 • marketing system goals • major philosophies of marketing (production concept, product concept, marketing concept, etc.) Text Chapter and Supplementary Materials Chapter 1，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. What has happened to Qinchi in the following case? 2. Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3. What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1. “Princeline.com: Changing Business in the New Millennium”，Principles of Marketing 9th ed. 2.《海尔集团》（《当代营销学案例集》） Session 2 Environment and Opportunities Time required: 2 hours Text: Chapter 3 Objectives & Requirements Understand • the forces that constitute the current microenvironment and macroenvironment • ways to find business opportunities and cope with the existing environment. • proactive approach to the marketing environment Essential Concepts • marketing environment • forces of microenvironment (company, intermediaries, customer, markets, suppliers, competitors, publics) • internal environment • forces of macroenvironment (demographic Economic, natural, technological, political, cultural environment, etc.) • access to environmental information • environmental management perspective • ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 2 (a – c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 4
制卧爱价贸易大考 《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》(《当代营销学案例集》) Session 3 Consumer Buying Behavior Time required:2 hours Text:Chapter 5 Objectives Requirements Be aware of the model of consumer behavior the external and internal factors influencing buyers how manufacturers try to bring their new products to the attention of early adopters Essential Concepts ·reference group ·opinion leader consumer buying roles types of buying decision behavior the buyer decision process ·adoption process Text Chapter and Supplementary Materials Chapter 5,Kotler Armstrong,Principles of Marketing 9h ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Which age-group,to your mind,is the major segment of Chinese cell-phone market? 2.Which first three attributes do Chinese college students are after in selecting cell-phone models? 3.Observe and describe the buying process of the college students,pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady-Barbie'”,Principles of Marketing9曲ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required:2 hours Text:Chapter 6 Objectives Requirements Be aware of how business markets are different from consumer markets why business demand is derived,largely inelastic,and more fluctuating. how to treat business buyers who are better trained and more professional
《营销学原理》 教学大纲 2.Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》（《当代营销学案例集》） Session 3 Consumer Buying Behavior Time required: 2 hours Text: Chapter 5 Objectives & Requirements Be aware of • the model of consumer behavior • the external and internal factors influencing buyers • how manufacturers try to bring their new products to the attention of early adopters Essential Concepts • reference group • opinion leader • consumer buying roles • types of buying decision behavior • the buyer decision process • adoption process Text Chapter and Supplementary Materials Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Which age-group, to your mind, is the major segment of Chinese cell-phone market? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required: 2 hours Text: Chapter 6 Objectives & Requirements Be aware of • how business markets are different from consumer markets • why business demand is derived, largely inelastic, and more fluctuating. • how to treat business buyers who are better trained and more professional. 5
制卧香价贸易大考 《营销学原理》 教学大纲 Essential Concepts ·derived demand the model of business buyer behavior major influences on business buyers major types of buying situation eight stages of the business buying process buying center and roles Text Chapter and Supplementary Materials Chapter 6,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Why is relationship marketing more important to the B2B than to the B2C players? 2.What's the business model of Alibaba.com? 3.How come Alibaba has succeeded in its e-hub? Case Analysis: 《西斯尔石膏板厂》(《当代营销学案例集》) Session 5 Marketing Information System and Marketing Research Time required:2 hours Text:Chapter 4 Objectives Requirements Understand how information is developed to the right managers at the right times how to collect information relevant to a specific marketing problem the process of planning primary data collection and execution of the plan Essential Concepts marketing information system(MIS) ·marketing research ways of gathering secondary information ·research approaches process of collecting primary data Text Chapter and Supplementary Materials Chapter 4,Kotler Armstrong,Principles of Marketing 9h ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1 (a-d) Issues for Discussion: 1.If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou,what secondary and primary data do we need? And how to get it? 2.If you are commissioned by Group to survey awareness of and preference to the brand 6
《营销学原理》 教学大纲 Essential Concepts • derived demand • the model of business buyer behavior • major influences on business buyers • major types of buying situation • eight stages of the business buying process • buying center and roles Text Chapter and Supplementary Materials Chapter 6，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Why is relationship marketing more important to the B2B than to the B2C players? 2. What’s the business model of Alibaba.com? 3. How come Alibaba has succeeded in its e-hub? Case Analysis: 《西斯尔石膏板厂》（《当代营销学案例集》） Session 5 Marketing Information System and Marketing Research Time required: 2 hours Text: Chapter 4 Objectives & Requirements Understand • how information is developed to the right managers at the right times • how to collect information relevant to a specific marketing problem • the process of planning primary data collection and execution of the plan Essential Concepts • marketing information system (MIS) • marketing research • ways of gathering secondary information • research approaches • process of collecting primary data Text Chapter and Supplementary Materials Chapter 4，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – d) Issues for Discussion: 1. If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou, what secondary and primary data do we need? And how to get it? 2. If you are commissioned by 科龙 Group to survey awareness of and preference to the brand 6
制卧爱价贸易大考 《营销学原理》 教学大纲 names of its washing machine,.“容声”and“科龙”in China,how would you define the (sample)population?In what way would you draw the sample? Case Analysis: "Enterprise Rent-a-car:Measuring Service Quality",Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required:2 hours Text:Chapter 4,Appendix 1 Objectives Requirements Understand various types of market demand methods of estimating current market demand methods of forecasting future market demand Essential Concepts ·market potential primary demand vs.selective demand ·chain ratio method market buildup method market factor index method methods of surveying buyers'intentions ·leading indicators Text Chapter and Supplementary Materials Appendix 1,Kotler Armstrong,Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1.Look at your school's schedule of classes for the coming semester.Examine the course offerings in your major area and try to predict which courses will have low,medium, and high demand.What factors do you think affect demand for courses?If a new course were offered,what information would you want to know in order to predict the level of demand for it? 2.假设江苏省的个人可支配收入(yi)占全国的0.4239%，该省的零售额(i)占全国 的0.5167%，该省的人口(pi)是全国人口的0.5618%。这三类数据的权重分别为0.5， 0.2,0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是3260万元，占全国市场的份额约为3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: "Genentech:Forecasting Euphoria",Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required:2 hours Text:Chapter 2,Appendix 2 Objectives Requirements Understand >
《营销学原理》 教学大纲 names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample? Case Analysis: “Enterprise Rent-a-car:Measuring Service Quality”，Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required: 2 hours Text: Chapter 4, Appendix 1 Objectives & Requirements Understand • various types of market demand • methods of estimating current market demand • methods of forecasting future market demand Essential Concepts • market potential • primary demand vs. selective demand • chain ratio method • market buildup method • market factor index method • methods of surveying buyers’ intentions • leading indicators Text Chapter and Supplementary Materials Appendix 1，Kotler & Armstrong, Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1. Look at your school’s schedule of classes for the coming semester. Examine the course offerings in your major area and try to predict which courses will have low, medium, and high demand. What factors do you think affect demand for courses? If a new course were offered, what information would you want to know in order to predict the level of demand for it? 2. 假设江苏省的个人可支配收入 ( yi )占全国的 0.4239%; 该省的零售额 ( ri )占全国 的 0.5167%; 该省的人口( pi )是全国人口的 0.5618%。这三类数据的权重分别为 0.5, 0.2, 0.3。假设每年全国羊毛衫销售潜量是 1200 亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是 3260 万元，占全国市场的份额约为 3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: “Genentech: Forecasting Euphoria”，Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required: 2 hours Text: Chapter 2, Appendix 2 Objectives & Requirements Understand 7
制卧质价货易大考 《营销学原理》 教学大纲 ·the basic strategies what is meant by "strategic"planning the major steps in strategic planning and their contribution to development of a successful strategy the strengths and weaknesses of the business portfolio techniques ·the“marketing management process”and its various steps the contents of a marketing plan Essential Concepts the Three Generic Strategies the Five Determinants of Industry Profitability the major steps in strategic planning alternative views of strategy the BCG Growth-Share Matrix the GE S.BIZ-Planning Grid Product/Market Expansion Grid ·marketing plan Text Chapter and Supplementary Materials Chapter 2,Appendix 2,Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:2(a-c) Issues for Discussion: 1.What's the position of business portfolio analysis as related to the planning of marketing mix? 2.How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000's? 3.To predict for the outcome of力帆、波导、小天鹅's entry into automobile industry, what key factors or information do you need to know? Case Analysis: 1.《英特尔公司》(《当代营销学案例集》) 2.《中国收获机械集团公司》(《当代营销学案例集》) Quiz 2 (for Sessions 4-7) Session 8 Market Segmentation,Targeting,and Positioning Time required:2 hours Text:Chapter 7 Objectives Requirements Be aware of characteristics of the four types of marketing criteria and methods of segmentation,targeting and positioning. Essential Concepts ·mass marketing, product-variety marketing customization
《营销学原理》 教学大纲 • the basic strategies • what is meant by "strategic" planning • the major steps in strategic planning and their contribution to development of a successful strategy • the strengths and weaknesses of the business portfolio techniques • the “marketing management process” and its various steps • the contents of a marketing plan Essential Concepts • the Three Generic Strategies • the Five Determinants of Industry Profitability • the major steps in strategic planning • alternative views of strategy • the BCG Growth-Share Matrix • the GE S. BIZ-Planning Grid • Product / Market Expansion Grid • marketing plan Text Chapter and Supplementary Materials Chapter 2，Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: 2 (a-c) Issues for Discussion: 1. What’s the position of business portfolio analysis as related to the planning of marketing mix? 2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s ? 3. To predict for the outcome of 力帆、波导、小天鹅’s entry into automobile industry， what key factors or information do you need to know? Case Analysis: 1.《英特尔公司》（《当代营销学案例集》） 2.《中国收获机械集团公司》（《当代营销学案例集》） Quiz 2 (for Sessions 4-7) Session 8 Market Segmentation, Targeting, and Positioning Time required: 2 hours Text: Chapter 7 Objectives & Requirements Be aware of • characteristics of the four types of marketing • criteria and methods of segmentation, targeting and positioning. Essential Concepts • mass marketing, • product-variety marketing • customization, 8
制卧爱价贸易大考 《营销学原理》 教学大纲 ·segmentation ·targeting ·market positioning Text Chapter and Supplementary Materials Chapter 7,Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Applying the relevant principles,please evaluate the targeting and positioning strategies of Haier,TCL,Lenovo for their major products. 2.What do you think of the positioning strategy of“Brain Platina"(脑百金)？ Case Analysis: "RJR'Eclipse:Rising from Premier's Ashes",Principles of Marketing hed. Session 9 Market Plan Implementation and Control Time required:2 hours Text:Chapter 2,Appendix 2 Objectives Requirements Understand how to develop a strong market-focused organization and orientation how a company may improve its marketing implementation skills and control Essential Concepts four typical organization patterns (product management,functional,market management,geographic) four skills needed for effective implementation (diagnostic skills,identification of company level,implementation skills,evaluation skills) ·four types of control (annual-plan control,profitability control,efficiency control,strategic control) marketing control process ·marketing audits Text Chapter and Supplementary Materials Chapter 2,Appendix 2,Kotler&Armstrong,Principles of Marketing 9ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion 1.What activities make up the implementation phase of marketing management?Is it better to have a good marketing strategy that is poorly implemented,or a mediocre strategy that is well implemented? 2.A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities.The chief marketing officers wants to evaluate the profit contribution of the different cities.How might each of the following costs be allocated to each of the cities:(a)the aggregate costs of sending bills to customers;b)district sales managers'expenses;(c)national magazine advertising;and(d)marketing research? 9
《营销学原理》 教学大纲 • segmentation • targeting • market positioning Text Chapter and Supplementary Materials Chapter 7，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Applying the relevant principles, please evaluate the targeting and positioning strategies of Haier, TCL, Lenovo for their major products. 2. What do you think of the positioning strategy of “Brain Platina”(脑百金)？ Case Analysis： “ RJR’ Eclipse: Rising from Premier’s Ashes”, Principles of Marketing 9th ed. Session 9 Market Plan Implementation and Control Time required: 2 hours Text: Chapter 2, Appendix 2 Objectives & Requirements Understand • how to develop a strong market-focused organization and orientation • how a company may improve its marketing implementation skills and control Essential Concepts • four typical organization patterns (product management, functional, market management, geographic) • four skills needed for effective implementation (diagnostic skills, identification of company level, implementation skills, evaluation skills) • four types of control (annual-plan control, profitability control, efficiency control, strategic control) • marketing control process • marketing audits Text Chapter and Supplementary Materials Chapter 2, Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion 1. What activities make up the implementation phase of marketing management? Is it better to have a good marketing strategy that is poorly implemented, or a mediocre strategy that is well implemented? 2. A large manufacturer of industrial equipment has a salesperson assigned to a major city. Regional sales managers supervise the sales representatives in several cities. The chief marketing officers wants to evaluate the profit contribution of the different cities. How might each of the following costs be allocated to each of the cities: (a) the aggregate costs of sending bills to customers; b) district sales managers’ expenses; (c) national magazine advertising; and (d) marketing research? 9
《营销学原理》 教学大纲 Case Analysis: "Trap-Ease America:The Big Cheese of Mousetraps",Principles of Marketing9th ed. Session 10 Product,Service and Product Development Time required:2 hours Text:Chapter 8,9 Objectives Requirements Be aware of basic concepts of product and service product strategies concerning coordinated decisions on product items,product lines,and the product mix the characteristics and marketing considerations for services how new products and services are developed. the process of new product development Essential Concepts three levels of product:core product,actual product,and augmented product ways of classification product items,product lines,and the product mix individual product decisions on product attributes,packaging,etc. ·services marketing four service characteristics service intangibility,service inseparability,service variability,service perishability) eight stages in the new-product development process idea generation,idea screening,concept development and testing test marketing Text Chapters and Supplementary Materials Chapter 8,9.Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapters,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1 (a-f) Issues for Discussion: 1.List and explain the "core,actual,and augmented products"of the educational experience that universities offer.How are they different,if at all,from the "product" offered by junior colleges? 2.Get the profile of Lihua Fastfood,Ltd.on its website,and analyze its business model with the theory about service. 3.To get perception from its target market,which way of test marketing is best for a brand-new product such as the flea remover for pets? Case Analysis: 《桑普太阳能案例》(《当代营销学案例集》) Session 11 Product Life-Cycle and Brand Development Time required:2 hours Text:Chapter 9,8 10
《营销学原理》 教学大纲 Case Analysis： “Trap-Ease America: The Big Cheese of Mousetraps”, Principles of Marketing 9th ed. Session 10 Product, Service and Product Development Time required: 2 hours Text: Chapter 8,9 Objectives & Requirements Be aware of • basic concepts of product and service • product strategies concerning coordinated decisions on product items, product lines, and the product mix • the characteristics and marketing considerations for services • how new products and services are developed. • the process of new product development Essential Concepts • three levels of product: core product, actual product, and augmented product • ways of classification • product items, product lines, and the product mix • individual product decisions on product attributes, packaging, etc. • services marketing • four service characteristics ( service intangibility, service inseparability, service variability, service perishability) • eight stages in the new-product development process • idea generation, idea screening, concept development and testing • test marketing Text Chapters and Supplementary Materials Chapter 8,9. Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapters, and in the Course Syllabus Exercises and Discussion Marketing Applications: Question 1 (a – f) Issues for Discussion: 1. List and explain the “core, actual, and augmented products” of the educational experience that universities offer. How are they different, if at all, from the “product” offered by junior colleges? 2. Get the profile of Lihua Fastfood, Ltd. on its website, and analyze its business model with the theory about service. 3. To get perception from its target market, which way of test marketing is best for a brand-new product such as the flea remover for pets? Case Analysis： 《桑普太阳能案例》（《当代营销学案例集》） Session 11 Product Life-Cycle and Brand Development Time required: 2 hours Text: Chapter 9,8 10