对外经济贸易大学：《营销学原理》课程教学大纲 Principles of Marketing（英文）

裢贵华经将贸墨去号 营销学原理 Description of Sessions for Principles of Marketing Session 1 Overview of Marketing and Marketing Management Time required:2 hours Objectives Requirements Be aware of reasons for studying marketing general framework of Marketing goals of the marketing system how marketing is used by different kinds of organizations Essential Concepts definition of Marketing, the Generic Value Chain ·the Value Equation the core marketing concepts(need,want,demand,value,satisfaction,exchange,relationship,etc.) ·demand management marketing system goals major philosophies of marketing(production concept,product concept,marketing concept,etc.) Text Chapter and Supplementary Materials Chapter 1,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-e) Issues for Discussion: 1.What has happened to Qinchi in the following case? 2.Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3.What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1."Princeline.com:Changing Business in the New Millennium",Principles of Marketing 9th ed. 2.《海尔集团》(《当代营销学案例集》) Session 2 Environment and Opportunities Time required:2 hours Objectives Requirements Understand the forces that constitute the current microenvironment and macroenvironment ways to find business opportunities and cope with the existing environment. proactive approach to the marketing environment 第1页共14页

营销学原理 Description of Sessions for Principles of Marketing Session 1 Overview of Marketing and Marketing Management Time required: 2 hours Objectives & Requirements Be aware of • reasons for studying marketing • general framework of Marketing • goals of the marketing system • how marketing is used by different kinds of organizations Essential Concepts • definition of Marketing, • the Generic Value Chain • the Value Equation • the core marketing concepts (need, want, demand, value, satisfaction, exchange, relationship, etc.) • demand management • marketing system goals • major philosophies of marketing (production concept, product concept, marketing concept, etc.) Text Chapter and Supplementary Materials Chapter 1，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. What has happened to Qinchi in the following case? 2. Which marketing philosophy did the management take when Qinchi made its fame? What was the consequence of it? 3. What lesson can you draw out of it? (背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售) Case Analysis 1. “Princeline.com: Changing Business in the New Millennium”，Principles of Marketing 9th ed. 2.《海尔集团》（《当代营销学案例集》） Session 2 Environment and Opportunities Time required: 2 hours Objectives & Requirements Understand • the forces that constitute the current microenvironment and macroenvironment • ways to find business opportunities and cope with the existing environment. • proactive approach to the marketing environment 第 1 页 共 14 页

莲剥4将发多大号 营销学原理 Essential Concepts marketing environment forces of microenvironment (company,intermediaries,customer,markets,suppliers,competitors,publics) internal environment forces of macroenvironment (demographic Economic,natural,technological,political,cultural environment,etc.) access to environmental information environmental management perspective ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3,Kotler&Armstrong,Principles of Marketing hed References at the end of the chapter,and in the Course Syllabus Exercises and Discussion Marketing Applications:Question 2(a-c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2.Find a case story showing a particular company that has well turned the threats to opportunities,and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》(《当代营销学案例集》) Session 3 Consumer Buying Behavior Time required:2 hours Objectives Requirements Be aware of the model of consumer behavior the external and internal factors influencing buyers how manufacturers try to bring their new products to the attention of early adopters Essential Concepts reference group ·opinion leader consumer buying roles types of buying decision behavior the buyer decision process ·adoption process Text Chapter and Supplementary Materials Chapter 5,Kotler&Armstrong,Principles of Marketing 9th ed. References at the end of the chapter,and in the Course Syllabus Exercises and Discussion 第2页共14页

营销学原理 Essential Concepts • marketing environment • forces of microenvironment (company, intermediaries, customer, markets, suppliers, competitors, publics) • internal environment • forces of macroenvironment (demographic Economic, natural, technological, political, cultural environment, etc.) • access to environmental information • environmental management perspective • ways to respond to the marketing environment Text Chapter and Supplementary Materials Chapter 3，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 2 (a – c) Issues for Discussion: 1.What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO? 2.Find a case story showing a particular company that has well turned the threats to opportunities, and state the factors to its success. Case Analysis: 《中国收获机械（集团）公司、英特尔公司》（《当代营销学案例集》） Session 3 Consumer Buying Behavior Time required: 2 hours Objectives & Requirements Be aware of • the model of consumer behavior • the external and internal factors influencing buyers • how manufacturers try to bring their new products to the attention of early adopters Essential Concepts • reference group • opinion leader • consumer buying roles • types of buying decision behavior • the buyer decision process • adoption process Text Chapter and Supplementary Materials Chapter 5，Kotler & Armstrong, Principles of Marketing 9th ed. References at the end of the chapter, and in the Course Syllabus Exercises and Discussion 第 2 页 共 14 页

链男4经降贸多大是 营销学原理 Marketing Applications:Question 1(a-e) Issues for Discussion: 1.Which age-group,to your mind,is the major segment of Chinese cell-phone market? 2.Which first three attributes do Chinese college students are after in selecting cell-phone models? 3.Observe and describe the buying process of the college students,pointing out some helpful implications to the cell-phone marketers. Case Analysis: "The Newest Avon Lady--Barbie"Principles of Marketing 9h ed. Quiz I (for Sessions 1-3) Session 4 Business Buying Behavior Time required:2 hours Objectives Requirements Be aware of how business markets are different from consumer markets why business demand is derived,largely inelastic,and more fluctuating. how to treat business buyers who are better trained and more professional 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 reguired:2 hours Objectives Requirements Understand 第3页共14页

营销学原理 Marketing Applications: Question 1 (a – e) Issues for Discussion: 1. Which age-group, to your mind, is the major segment of Chinese cell-phone market? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell-phone marketers. Case Analysis: “The Newest Avon Lady--Barbie”, Principles of Marketing 9th ed. Quiz 1 (for Sessions 1-3) Session 4 Business Buying Behavior Time required: 2 hours Objectives & Requirements Be aware of • how business markets are different from consumer markets • why business demand is derived, largely inelastic, and more fluctuating. • how to treat business buyers who are better trained and more professional. 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 Objectives & Requirements Understand 第 3 页 共 14 页

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4页共14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 4 页 共 14 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(p1)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5页共14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 5 页 共 14 页