碰剥经悔贸墨大号 营销学原理 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》) Ouiz 2 (for Sessions 4-7) Session 8 Market Segmentation,Targeting,and Positioning Time required:2 hours 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,. ·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 9ed Session 9 Market Plan Implementation and Control Time required:2 hours 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) 第8页共19页营销学原理 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 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, • 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 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) 第 8 页 共 19 页