市场营销学(双语)教案

课程教案（2013—2014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2课程信息课程编号070214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①讲授②讨论③案例分析考核方式①小组案例②出勤及表现③案例分析报告④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:AnIntroduction)中国人民大学出版社教学参考书[1]PhilipKotler.市场营销原理.北京：清华大学出版社，2006[2]唐德才.现代市场营销学.北京：清华大学出版社，2005[3]DavidJobber.市场营销学：原理与实践.北京：机械工业出版社，2006[4]CharlesW.Lamb,JosephF,HairandCarlMcDaniel.Marketing(6thEdition).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3070214:市场营销学（双语）ClassScheduleWeekDateDayLectureContentHomeWork12/27FRICourseIntroductionandChap1Marketing:ManagingProfitableCustomerRelationships----23/3TUEChap1Marketing:ManagingProfitableCustomerRelationships----3/6FRIChap1Marketing:ManagingProfitableCustomerRelationships----33/13FRIChap1ReviewandExercise4;343/17TUEChap2MarketingStrategy:PartneringtoBuildCustomerRelationships----3/20FRIChap2MarketingStrategy:PartneringtoBuildCustomerRelationships----53/27FRIChap2ReviewandExerciseChap2CompanyCaseStudy:‘Trap-EaseAmerica:ThebigCheeseofMousetraps’2;163/31TUEChap3TheMarketingEnvironment5;14/3FRIChap4ManagingMarketingInformation----74/10FRIChap4ReviewandExerciseChap4CompanyCaseStudy:EnterpriseRentACar84/14THUChap5ConsumerBuyerBehavior----4/17FRIChap5ConsumerBuyerBehavior----94/24FRIChap5ReviewandExerciseChap5CompanyCaseStudy:‘Aibo:LookingforaCharged-upSpot?’4;2104/28TUEChap6Segmentation,Targeting,andPositioning----115/8FRIChap6ReviewandExerciseChap6CompanyCaseStudy:‘RJR’sEclipse:RisingfromPremier’sAshes’1;1125/12TUEChap7Product,Services,andBrandingStrategy----5/15FRIChap7Product,Services,andBrandingStrategy----135/22FRIChap7ReviewandExerciseChap7CompanyCaseStudy:‘Swatchmobile:IstheTimeRightforSmallCars?’1;2145/26THUChap8New-ProductDevelopmentandProductLife-CycleStrategies----5/29FRIChap8CompanyCaseStudy:“LifeSourceNutrition:SucceedingWhereCampbellSoupFailed”4;34156/5FRIChap9PricingConsiderationsandStrategies--------166/9TUEChap10MarketingChannels&SupplyChainManagement----6/12FRIChap10MarketingChannels&SupplyChainManagementChap10ReviewandExercise1;1176/19FRIChap11IntegratedMarketingCommunicationStrategy----186/23THUChap11IntegratedMarketingCommunicationStrategyChap11ReviewandExercise3;16/26FRICourseSummary----5CHAPTER1Marketing:ManagingProfitableCustomerRelationships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LEARNINGOBJECTIVES：Definemarketingandthestepsinthemarketingprocess.Explainthecoremarketingconcepts.Definemarketingmanagementandexaminehowmarketersmanagedemandandbuildprofitablecustomerrelationships.Comparethefivemarketingmanagementphilosophies.Capturingvaluefromcustomer.1WhatIsMarketing?Marketingismanagingprofitablecustomerrelationships.Mustbothattractnewcustomersandgrowthecurrentcustomers.DiscussionQuestionLetstudentsdiscusswhatismarketingandprovideexamplesaboutmarketingthroughtheirexperience.2TheMarketingProcessUnderstandthemarketplaceandcustomerneedsandwantsDesignacustomer-drivenmarketingstrategyConstructamarketingprogramthatdeliverssuperiorvalue6BuildprofitablerelationshipsandcreatecustomerdelightCapturevaluefromcustomerstocreateprofitsandcustomerequity3UnderstandingtheMarketplaceandConsumerNeedsNeeds,wantsanddemands;Marketingoffers(products,services,andexperiences);Valueandsatisfaction;Exchanges,transactions,andrelationships;Markets.Needs,Wants,andDemandsHumanneedincludephysicalneeds(food,clothing,safety);socialneeds(belonging,affection);andindividualneeds(knowledge,self-expression).Wantsbecomedemandswhentheyarebackedbybuyingpower.MarketingOffers—Products,Services,andExperiencesAmarketingofferisacombinationofproducts,services,informationorexperiencesofferedtosatisfyaneedorwant.Marketingmyopiaispayingmoreattentiontotheindividualproductsoffered,ratherthantheneedsatisfied,orbenefitsproduced.ValueandSatisfactionDiscussionQuestionFormsmallgroups,andselectabrandofathleticshoesthatagroupmemberhaspurchasedrecently.WhatCustomerValuedidthegroupmemberexpect?DidthememberexperienceCustomerSatisfaction?Whyorwhynot?MarketsAmarketisdefinedasthesetofactualandpotentialbuyersofaproduct.Marketersmustmanagemarketstocreatethedesiredexchangerelationships.4MarketingManagementphilosophiesTheproductionconceptsaysthatconsumerswillfavorproductsthatareavailableandaffordable.Theproductconcept,consumersfavorproductsthatarehighestinquality,performance,andinnovation.Thesellingconceptundertakelarge-scalesellingandpromotionalefforttogetconsumerstobuy.Themarketingconceptsaysthatthecompanyneedstounderstandtheneedsandwantsofthetargetmarketsanddeliversatisfactionbetterthantheircompetitorsdo.Thesocietalmarketingconceptisarelativelynewconceptthataskscompaniestonotoverlookconsumerlong-runwelfarewhilemeetingtheirshort-runwants.7DiscussionQuestionWhatisthesinglebiggestdifferencebetweenthemarketingconceptandtheproduction,product,andsellingconcepts?Whichconceptsareeasiertoa