(二)教学内容Chapter Outline a.What is marketing? b.Understanding the marketplace and customer needs c.Designing a customer value-driven marketing strategy d.Preparing an integrated marketing plan and program building customer relationships e.Capturing value from customers f.The changing marketing landscape (三)思考与实践Critical thinking exercises 【思政内容】选取你心中典型的国货品牌做一下调研分析 基于国货品牌的成功案例日益增长的大背景，通过让学生对国货品牌市场营销的调研分 析，增强爱国主义情怀，学以致用，让中国有更多强有力的国货品牌，即能提高本国消费 者的效益，又增强中国品牌的国际竞争力，走向国际舞合，平衡进出口。 1.从市场的角度 Select a Chinese traded company(brand)and research how much was spent on marketing activities in the most recent year of available data.What percentage of sales does marketing expenditures represent for the company?Have these expenditures increased or decreased over the past five years?Write a brief report of your findings. 2.从消费者的调度 1)Why is it important to truly understand the customer?Make a list of 10 "wants"that you have..What would have to occur to move each of these from“wants'”to“needs”g 2)Review the five alternative concepts under which organizations design and carry out their marketing strategies.Now,take a look at one of the automobile dealerships in your town.Which one of these five concepts do you believe they are typically employing?Why? 3)Think of a product or retailer to which you are loyal What has caused this loyalty? What could a competing product/retailer do to break this loyalty? (四)教学方法与手段Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures,multimedia,group discussions,and classroom discussions. 3 （二） 教学内容 Chapter Outline a. What is marketing? b. Understanding the marketplace and customer needs c. Designing a customer value-driven marketing strategy d. Preparing an integrated marketing plan and program building customer relationships e. Capturing value from customers f. The changing marketing landscape （三） 思考与实践 Critical thinking exercises 【思政内容】选取你心中典型的国货品牌做一下调研分析 基于国货品牌的成功案例日益增长的大背景，通过让学生对国货品牌市场营销的调研分 析，增强爱国主义情怀，学以致用，让中国有更多强有力的国货品牌，即能提高本国消费 者的效益，又增强中国品牌的国际竞争力，走向国际舞台，平衡进出口。 1. 从市场的角度 Select a Chinese traded company(brand) and research how much was spent on marketing activities in the most recent year of available data. What percentage of sales does marketing expenditures represent for the company? Have these expenditures increased or decreased over the past five years? Write a brief report of your findings. 2. 从消费者的调度 1) Why is it important to truly understand the customer? Make a list of 10 “wants” that you have. What would have to occur to move each of these from “wants” to “needs”? 2) Review the five alternative concepts under which organizations design and carry out their marketing strategies. Now, take a look at one of the automobile dealerships in your town. Which one of these five concepts do you believe they are typically employing? Why? 3) Think of a product or retailer to which you are loyal. What has caused this loyalty? What could a competing product/retailer do to break this loyalty? （四） 教学方法与手段 Teaching methods 本章教学主要采用课堂讲授、多媒体教学、分组讨论、课堂讨论等。 This chapter mainly teaches by use lectures, multimedia, group discussions, and classroom discussions