征制纤港价贸多大考 《营销学原理》 作业习题 作业习题 Session 1 Overview of Marketing and Marketing Management第一讲 Text:Chapter1第一章 L.Marketing Applications::Question1(a-e)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 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) Session2 Environment and Opportunities第二讲 Text:Chapter3第三章 L.Marketing Applications:Question2(a-c)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. III.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》) Session3 Consumer Buying Behavior第三讲 Text:Chapter5第五章 I.Marketing Applications:Question 1(a-e)应用题 (在教科书的章尾) L.Issues for Discussion:讨论题 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. L.Case Analysis:案例分析 "The Newest Avon Lady--Barbie",Principles of Marketing 9h ed. IV.Quiz1(for Sessions1-3)阅读练习 Session 4 Business Buying Behavior 第四讲 Text:Chapter6第六章 L.Marketing Applications:Question1(a-e)应用题 (在教科书的章尾) Ⅱ.Issues for Discussion:讨论题 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? L.Case Analysis::案例分析 《西斯尔石膏板厂》(《当代营销学案例集》)《营销学原理》 作业习题 作业习题 Session 1 Overview of Marketing and Marketing Management 第一讲 Text: Chapter 1 第一章 I. Marketing Applications: Question 1 (a – e) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 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) Session 2 Environment and Opportunities 第二讲 Text: Chapter 3 第三章 I. Marketing Applications: Question 2 (a – c) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2. Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. III．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 第三讲 Text: Chapter 5 第五章 I. Marketing Applications: Question 1 (a – e) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 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. III. Case Analysis: 案例分析 “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. IV. Quiz 1 (for Sessions 1-3) 阅读练习 Session 4 Business Buying Behavior 第四讲 Text: Chapter 6 第六章 I. Marketing Applications: Question 1 (a – e) 应用题 （在教科书的章尾） II. Issues for Discussion: 讨论题 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? III. Case Analysis: 案例分析 《西斯尔石膏板厂》（《当代营销学案例集》） 1