链男4经降贸多大是 营销学原理 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 9h ed. Quiz I (for Sessions 1-3) Session 4 Business Buying Behavior Time required:2 hours 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 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 reguired:2 hours Objectives Requirements Understand 第5页共19页营销学原理 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 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. 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 Objectives & Requirements Understand 第 5 页 共 19 页