《市场营销学》课程教学大纲

《市场营销学》课程考试大纲

《市场营销学》课程教学大纲

Objectives Developing Managing an Advertising Program Deciding on Media Measuring Effectiveness Sales Promotion Public relations

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities

Macroenvironmental forces World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter countertrade Move towards market economies Global lifestyles C2000 Prentice Hall

Problem Recognition Recognition General Need Description Info Product Specification Search/ Supplier Search Eval Proposal Solicitation Purchase Supplier Selection

Bases for Segmenting Consumer Markets Geographic Region, City or Metro Size,Density, Climate Demographic Age, Gender, Family size and Life cycle, Race, Occupation or Income Psychographic Lifestyle or Personality

Why New Products Fail “ Over Championing” Overestimated demand Poor Design Poor Marketing execution High development Costs Strong Competitive Reaction C2000 Prentice Hall

Services Differentiation Ordering Customer Installation Ease Consulting Delivery Customer Maintenance Training/& Repair