山东第一医科大学（泰山医学院）：《市场营销学》课程教学资源（授课教案）导论1/2

山东第一医科大学（泰山医学院）：《市场营销学》课程教学大纲（负责人：许彦彬）

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

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

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

Types of Costs Fixed Costs Variable costs (Overhead) Costs that don°t Costs that do vary vary with sales or directly with the production levels level of production

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

一、FOB原产地定价 二、统一交货定价 三、分区定价 四、基点定价 五、运费免收定价

一、影响渠道设计的因素 1 顾客特性 2 产品特性 3 中间商特性 4 竞争特性 5 企业特性 6 环境特性

8.1资料的整理 一、编辑