制卧爱价贸易大考 《营销学原理》 教学大纲 names of its washing machine,.“容声”and“科龙”in China,how would you define the (sample)population?In what way would you draw the sample? Case Analysis: "Enterprise Rent-a-car:Measuring Service Quality",Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required:2 hours Text:Chapter 4,Appendix 1 Objectives Requirements Understand various types of market demand methods of estimating current market demand methods of forecasting future market demand Essential Concepts ·market potential primary demand vs.selective demand ·chain ratio method market buildup method market factor index method methods of surveying buyers'intentions ·leading indicators Text Chapter and Supplementary Materials Appendix 1,Kotler Armstrong,Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1.Look at your school's schedule of classes for the coming semester.Examine the course offerings in your major area and try to predict which courses will have low,medium, and high demand.What factors do you think affect demand for courses?If a new course were offered,what information would you want to know in order to predict the level of demand for it? 2.假设江苏省的个人可支配收入(yi)占全国的0.4239%，该省的零售额(i)占全国 的0.5167%，该省的人口(pi)是全国人口的0.5618%。这三类数据的权重分别为0.5， 0.2,0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是3260万元，占全国市场的份额约为3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: "Genentech:Forecasting Euphoria",Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required:2 hours Text:Chapter 2,Appendix 2 Objectives Requirements Understand >《营销学原理》 教学大纲 names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample? Case Analysis: “Enterprise Rent-a-car:Measuring Service Quality”，Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required: 2 hours Text: Chapter 4, Appendix 1 Objectives & Requirements Understand • various types of market demand • methods of estimating current market demand • methods of forecasting future market demand Essential Concepts • market potential • primary demand vs. selective demand • chain ratio method • market buildup method • market factor index method • methods of surveying buyers’ intentions • leading indicators Text Chapter and Supplementary Materials Appendix 1，Kotler & Armstrong, Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1. Look at your school’s schedule of classes for the coming semester. Examine the course offerings in your major area and try to predict which courses will have low, medium, and high demand. What factors do you think affect demand for courses? If a new course were offered, what information would you want to know in order to predict the level of demand for it? 2. 假设江苏省的个人可支配收入 ( yi )占全国的 0.4239%; 该省的零售额 ( ri )占全国 的 0.5167%; 该省的人口( pi )是全国人口的 0.5618%。这三类数据的权重分别为 0.5, 0.2, 0.3。假设每年全国羊毛衫销售潜量是 1200 亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是 3260 万元，占全国市场的份额约为 3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: “Genentech: Forecasting Euphoria”，Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required: 2 hours Text: Chapter 2, Appendix 2 Objectives & Requirements Understand 7