莲剥4将发多大号 营销学原理 Essential Concepts marketing environment forces of microenvironment (company,intermediaries,customer,markets,suppliers,competitors,publics) internal environment forces of macroenvironment (demographic Economic,natural,technological,political,cultural environment,etc.) access to environmental information environmental management perspective ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3,Kotler&Armstrong,Principles of Marketing hed References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-c) Issues for Discussion: 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. 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 Time required:2 hours Objectives Requirements Be aware of the model of consumer behavior the external and internal factors influencing buyers how manufacturers try to bring their new products to the attention of early adopters Essential Concepts reference group ·opinion leader consumer buying roles types of buying decision behavior the buyer decision process ·adoption process Text Chapter and Supplementary Materials Chapter 5,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion 第2页共14页营销学原理 Essential Concepts • marketing environment • forces of microenvironment (company, intermediaries, customer, markets, suppliers, competitors, publics) • internal environment • forces of macroenvironment (demographic Economic, natural, technological, political, cultural environment, etc.) • access to environmental information • environmental management perspective • ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3，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 2 (a – c) Issues for Discussion: 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. 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 Time required: 2 hours Objectives & Requirements Be aware of • the model of consumer behavior • the external and internal factors influencing buyers • how manufacturers try to bring their new products to the attention of early adopters Essential Concepts • reference group • opinion leader • consumer buying roles • types of buying decision behavior • the buyer decision process • adoption process Text Chapter and Supplementary Materials Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion 第 2 页 共 14 页