市场营销学(双语)教案(共7页).doc

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1、精选优质文档-倾情为你奉上课 程 教 案（ 20132014学年 第二学期）课 程 名 称： 市场营销学（双语）授 课 学 时： 34学时授 课 班 级： 任 课 教 师： 开 课 院 系： 经管学院课程信息课程编号授课班级学生人数课程名称市场营销学（双语）课程类型公共基础课（）；学科基础课（）；专业必修课（）；基础选修课（）；专业选修课（）；公选课（）授课方式讲授讨论案例分析考核方式 小组案例 出勤及表现 案例分析报告 期末考试课程总学时34学时学 分2教材名称营销学导论(Marketing:An Introduction) 中国人民大学出版社教学参考书1Philip Kotler.市场营销

2、原理.北京：清华大学出版社，20062唐德才.现代市场营销学.北京：清华大学出版社，20053David Jobber.市场营销学：原理与实践. 北京：机械工业出版社，20064Charles W.Lamb , Joseph F,Hair and Carl McDaniel. Marketing (6th Edition). 北京：北京大学出版社，2007授课教师职称院所经管学院授课时间: 市场营销学（双语）Class ScheduleWeekDateDayLecture ContentHome Work12/27FRICourse Introduction and Chap1 Marketi

3、ng: Managing Profitable Customer Relationships-23/3TUEChap 1 Marketing: Managing Profitable Customer Relationships-3/6FRIChap 1 Marketing: Managing Profitable Customer Relationships-33/13FRIChap 1 Review and Exercise4;343/17TUEChap 2 Marketing Strategy: Partnering to Build Customer Relationships-3/2

4、0FRIChap 2 Marketing Strategy: Partnering to Build Customer Relationships-53/27FRIChap 2 Review and Exercise Chap 2 Company Case Study: Trap-Ease America:The big Cheese of Mousetraps2;163/31TUEChap 3 The Marketing Environment5;14/3FRIChap 4 Managing Marketing Information-74/10FRIChap 4 Review and Ex

5、erciseChap 4 Company Case Study: Enterprise Rent A Car84/14THUChap 5 Consumer Buyer Behavior-4/17FRIChap 5 Consumer Buyer Behavior-94/24FRIChap 5 Review and ExerciseChap 5 Company Case Study: Aibo: Looking for a Charged-up Spot?4;2104/28TUEChap 6 Segmentation, Targeting, and Positioning -115/8FRICha

6、p 6 Review and ExerciseChap 6 Company Case Study: RJRs Eclipse: Rising from Premiers Ashes1;1125/12TUEChap 7 Product, Services, and Branding Strategy-5/15FRIChap 7 Product, Services, and Branding Strategy-135/22FRIChap 7 Review and ExerciseChap 7 Company Case Study: Swatchmobile: Is the Time Right f

7、or Small Cars?1;2145/26THUChap 8 New-Product Development and Product Life-Cycle Strategies-5/29FRIChap 8 Company Case Study: “LifeSource Nutrition: Succeeding Where Campbell Soup Failed”4;3156/5FRIChap 9 Pricing Considerations and Strategies -166/9TUEChap 10 Marketing Channels & Supply Chain Managem

8、ent -6/12FRIChap 10 Marketing Channels & Supply Chain Management Chap 10 Review and Exercise1;1176/19FRIChap 11 Integrated Marketing Communication Strategy-186/23THUChap 11 Integrated Marketing Communication StrategyChap 11 Review and Exercise3;16/26FRICourse Summary - CHAPTER 1Marketing: Managing P

9、rofitable Customer Relationships一、教学目的引导学生理解营销的含义，营销过程的五个步骤 理解市场和消费者需要，设计客户驱动型的营销战略，构建营销方案，建立客户关系，以及从客户处获取价值。二、教学重点及难点重点： 营销领域的五个核心概念：需要、欲望、需求；产品；价值、满意；交换、交易和关系；市场。 设计客户驱动型的营销战略：五种不同的营销理念。 难点：从客户处获取价值：创造客户忠诚和客户资产三、教学手段及方法多媒体课件讲授，课堂小组讨论，重要知识点提问，观看相关的影音资料，章节小结及作业布置。*注重启发并理论联系实际。四、教学内容与教学设计LEARNING OBJ

10、ECTIVES：n Define marketing and the steps in the marketing process.n Explain the core marketing concepts.n Define marketing management and examine how marketers manage demand and build profitable customer relationships.n Compare the five marketing management philosophies. n Capturing value from custo

11、mer.1 What Is Marketing?l Marketing is managing profitable customer relationships.l Must both attract new customers and grow the current customers.Discussion QuestionLet students discuss what is marketing and provide examples about marketing through their experience.2 The Marketing Processl Understa

12、nd the marketplace and customer needs and wantsl Design a customer-driven marketing strategyl Construct a marketing program that delivers superior valuel Build profitable relationships and create customer delightl Capture value from customers to create profits and customer equity3 Understanding the

13、Marketplace and Consumer NeedsNeeds, wants and demands; Marketing offers (products, services, and experiences);Value and satisfaction; Exchanges, transactions, and relationships; Markets.Needs, Wants, and DemandsHuman need include physical needs (food, clothing, safety); social needs (belonging, aff

14、ection); and individual needs (knowledge, self-expression).Wants become demands when they are backed by buying power.Marketing OffersProducts, Services, and ExperiencesA marketing offer is a combination of products, services, information or experiences offered to satisfy a need or want.Marketing myo

15、pia is paying more attention to the individual products offered, rather than the need satisfied, or benefits produced.Value and SatisfactionDiscussion Question n Form small groups, and select a brand of athletic shoes that a group member has purchased recently.n What Customer Value did the group mem

16、ber expect?n Did the member experience Customer Satisfaction? Why or why not?MarketsA market is defined as the set of actual and potential buyers of a product.Marketers must manage markets to create the desired exchange relationships.4 Marketing Management philosophiesThe production concept says tha

17、t consumers will favor products that are available and affordable.The product concept, consumers favor products that are highest in quality, performance, and innovation.The selling concept undertake large-scale selling and promotional effort to get consumers to buy.The marketing concept says that th

18、e company needs to understand the needs and wants of the target markets and deliver satisfaction better than their competitors do.The societal marketing concept is a relatively new concept that asks companies to not overlook consumer long-run welfare while meeting their short-run wants.Discussion Qu

19、estion n What is the single biggest difference between the marketing concept and the production, product, and selling concepts?n Which concepts are easier to adopt in the short-run? Which concept offers the best chances of long-run success? Why? 5 Building Customer RelationshipsCustomer Relationship

20、 ManagementCustomer Relationship Management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.6 Capturing Value from CustomersCreating Customer Loyalty and RetentionCustomer lifetime value is an important

21、 concept that says that if you lose a customer, you dont just lose one sale. You potentially lose thousands or even hundreds of thousands that a customer could spend over their lifetime.Discussion Question n Think of a service provider to who you are loyal.n What do you do (your behaviors, actions,

22、feelings) that indicates you are loyal?n Why are you loyal to this provider?n What factors have influenced the formation of your loyalty?Growing Share of CustomerThe share the company gets of that customers total spending on the product or service type.Companies can grow share of customer by offerin

23、g greater variety to their current customers.Building Customer EquityCustomer equity is the total combined lifetime values of all the companys customers.Customer equity forecasts the future, whereas sales and market share tell what happened in the past.Companies can classify their customers as to whether they are profitable or not, and then manage the relationships accordingly.A key learning is that different types of customers require different management strategies to maintain and increase profitability.专心-专注-专业