制卧爱分贸易+学 营销学原理 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 Chapter6,Kotler&Armstrong,Principles of Marketinged. 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 第8页共28页营销学原理 • 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 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 第8页 共28页