链喇哈餐多方孝 营销学原理 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) ·narketing 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 h 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.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 byGroup to survey awareness of and preference to the brand 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 9h ed Session 6 Measuring and Forecasting Market Demand Time required:2 hours 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 第6页共19页
营销学原理 • 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 – e) 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 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 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 第 6 页 共 19 页
链喇4哈餐多方孝 营销学原理 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 6hed. Session 7 Strategic Planning and Marketing Process Time required:2 hours Objectives Requirements Understand the basic strategies what is meant by "strategic"planning the major steps in strategic planning and their contribution to development of a successful strategy the strengths and weaknesses of the business portfolio techniques ·the“marketing management process'”and its various steps the contents of a marketing plan Essential Concepts the Three Generic Strategies the Five Determinants of Industry Profitability the major steps in strategic planning alternative views of strategy the BCG Growth-Share Matrix the GE S.BIZ-Planning Grid Product Market Expansion Grid ·marketing plan Text Chapter and Supplementary Materials Chapter 2,Appendix 2,Kotler Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:1(a-c) Issues for Discussion: 1.What's the position of business portfolio analysis as related to the planning of marketing mix? 2.How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000's? 3.To predict for the outcome of力帆、波导、小天鹅's entry into automobile industry,what key factors or information do you need to know? 第7页共19页
营销学原理 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 Objectives & Requirements Understand • the basic strategies • what is meant by "strategic" planning • the major steps in strategic planning and their contribution to development of a successful strategy • the strengths and weaknesses of the business portfolio techniques • the “marketing management process” and its various steps • the contents of a marketing plan Essential Concepts • the Three Generic Strategies • the Five Determinants of Industry Profitability • the major steps in strategic planning • alternative views of strategy • the BCG Growth-Share Matrix • the GE S. BIZ-Planning Grid • Product / Market Expansion Grid • marketing plan Text Chapter and Supplementary Materials Chapter 2，Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion Marketing Applications: 1(a-c) Issues for Discussion: 1. What’s the position of business portfolio analysis as related to the planning of marketing mix? 2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s ? 3. To predict for the outcome of 力帆、波导、小天鹅’s entry into automobile industry，what key factors or information do you need to know? 第 7 页 共 19 页