制卧香价贸易大考 《营销学原理》 教学大纲 Essential Concepts ·derived demand the model of business buyer behavior major influences on business buyers major types of buying situation eight stages of the business buying process buying center and roles Text Chapter and Supplementary Materials Chapter 6,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 1(a-e) Issues for Discussion: 1.Why is relationship marketing more important to the B2B than to the B2C players? 2.What's the business model of Alibaba.com? 3.How come Alibaba has succeeded in its e-hub? Case Analysis: 《西斯尔石膏板厂》(《当代营销学案例集》) Session 5 Marketing Information System and Marketing Research Time required:2 hours Text:Chapter 4 Objectives Requirements Understand how information is developed to the right managers at the right times how to collect information relevant to a specific marketing problem the process of planning primary data collection and execution of the plan Essential Concepts marketing information system(MIS) ·marketing research ways of gathering secondary information ·research approaches process of collecting primary data Text Chapter and Supplementary Materials Chapter 4,Kotler Armstrong,Principles of Marketing 9h ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 1 (a-d) Issues for Discussion: 1.If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou,what secondary and primary data do we need? And how to get it? 2.If you are commissioned by Group to survey awareness of and preference to the brand 6
《营销学原理》 教学大纲 Essential Concepts • derived demand • the model of business buyer behavior • major influences on business buyers • major types of buying situation • eight stages of the business buying process • buying center and roles Text Chapter and Supplementary Materials Chapter 6，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 1 (a – e) Issues for Discussion: 1. Why is relationship marketing more important to the B2B than to the B2C players? 2. What’s the business model of Alibaba.com? 3. How come Alibaba has succeeded in its e-hub? Case Analysis: 《西斯尔石膏板厂》（《当代营销学案例集》） Session 5 Marketing Information System and Marketing Research Time required: 2 hours Text: Chapter 4 Objectives & Requirements Understand • how information is developed to the right managers at the right times • how to collect information relevant to a specific marketing problem • the process of planning primary data collection and execution of the plan Essential Concepts • marketing information system (MIS) • marketing research • ways of gathering secondary information • research approaches • process of collecting primary data Text Chapter and Supplementary Materials Chapter 4，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 1 (a – d) Issues for Discussion: 1. If we want to find out whether the electric bicycle has a potential demand in Beijing, Shanghai and Guangzhou, what secondary and primary data do we need? And how to get it? 2. If you are commissioned by 科龙 Group to survey awareness of and preference to the brand 6
制卧爱价贸易大考 《营销学原理》 教学大纲 names of its washing machine,.“容声”and“科龙”in China,how would you define the (sample)population?In what way would you draw the sample? Case Analysis: "Enterprise Rent-a-car:Measuring Service Quality",Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required:2 hours Text:Chapter 4,Appendix 1 Objectives Requirements Understand various types of market demand methods of estimating current market demand methods of forecasting future market demand Essential Concepts ·market potential primary demand vs.selective demand ·chain ratio method market buildup method market factor index method methods of surveying buyers'intentions ·leading indicators Text Chapter and Supplementary Materials Appendix 1,Kotler Armstrong,Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1.Look at your school's schedule of classes for the coming semester.Examine the course offerings in your major area and try to predict which courses will have low,medium, and high demand.What factors do you think affect demand for courses?If a new course were offered,what information would you want to know in order to predict the level of demand for it? 2.假设江苏省的个人可支配收入(yi)占全国的0.4239%，该省的零售额(i)占全国 的0.5167%，该省的人口(pi)是全国人口的0.5618%。这三类数据的权重分别为0.5， 0.2,0.3。假设每年全国羊毛衫销售潜量是1200亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是3260万元，占全国市场的份额约为3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: "Genentech:Forecasting Euphoria",Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required:2 hours Text:Chapter 2,Appendix 2 Objectives Requirements Understand >
《营销学原理》 教学大纲 names of its washing machine, “容声” and “科龙” in China, how would you define the (sample) population? In what way would you draw the sample? Case Analysis: “Enterprise Rent-a-car:Measuring Service Quality”，Principles of Marketing 9th ed. Session 6 Measuring and Forecasting Market Demand Time required: 2 hours Text: Chapter 4, Appendix 1 Objectives & Requirements Understand • various types of market demand • methods of estimating current market demand • methods of forecasting future market demand Essential Concepts • market potential • primary demand vs. selective demand • chain ratio method • market buildup method • market factor index method • methods of surveying buyers’ intentions • leading indicators Text Chapter and Supplementary Materials Appendix 1，Kotler & Armstrong, Principles of Marketing 9th ed. References at in the Course Syllabus Exercises and Discussion 1. Look at your school’s schedule of classes for the coming semester. Examine the course offerings in your major area and try to predict which courses will have low, medium, and high demand. What factors do you think affect demand for courses? If a new course were offered, what information would you want to know in order to predict the level of demand for it? 2. 假设江苏省的个人可支配收入 ( yi )占全国的 0.4239%; 该省的零售额 ( ri )占全国 的 0.5167%; 该省的人口( pi )是全国人口的 0.5618%。这三类数据的权重分别为 0.5, 0.2, 0.3。假设每年全国羊毛衫销售潜量是 1200 亿元，去年雪莲牌羊毛衫在江苏省 的总销售额是 3260 万元，占全国市场的份额约为 3%。请计算江苏省地区购买力 指数，并回答雪莲牌羊毛衫在江苏省所占的市场份额是否高于其全国市场份额。 Case Analysis: “Genentech: Forecasting Euphoria”，Principles of Marketing 6th ed. Session 7 Strategic Planning and Marketing Process Time required: 2 hours Text: Chapter 2, Appendix 2 Objectives & Requirements Understand 7