学习目的: 了解促销的含义与作用; ■掌握促销组合的基本内容

一、调查法的优点 二、三种可供选择的数据收集方法 三、数据收集方式 四、考虑选择调查方法的因素

一、数据录入方法选择 二、评价调查数据质量 三、定位数据类型 四、数据库建立方法

复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Geely

1. High End Food & Beverage Market Overview 2. Company & Brand Overview 3. Business Model 4. China Market Analysis 5. STP Analysis 6. Competitor Analysis 7. Marketing Mix & SWOT 8. Retailing System 9. Communication 10. Conclusion

复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Marketing in Chiana Presentation（Tmall）

Company overview and main business in the world Business Model Analysis Carrefour in China Understanding the Chinese market and consumers Situation and competitors’ analysis (local & int’l) Major Problems Next Step Out

Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and Recommendations

＊P&G over view ＊Business model ＊How P&G understand Chinese market and consumers? ＊Behavior of Chinese consumer for beauty products ＊P&G in cosmetics market ＊SWOT analysis ＊Problem & next step

复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Rolex