链男4经降贸多大是 营销学原理 ·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? Case Analysis: "Trap-Ease America:The Big Cheese of Mousetraps",Principles of Marketing 9h ed. Session 10 Product,Service and Product Development Time required:2 hours 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 9h ed. References at the end of the chapters,and in the Course Syllabus Exercises and Discussion 第9页共19页营销学原理 • 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? 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 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 第 9 页 共 19 页