marketing市场营销教案英文

中南财经政法大学武汉学院外语系市场营销(英)课程教案TeachingPlanforMarketingForeignLanguageDepartmentofWuhanCollege,ZNUEL课程名称(CourseTitle)Marketing授课学时(ClassPeriods)2授课单元或章节(Unit/Chapter)Chapter1Anoverviewofmarketing教学目的及要求(Objectives&Requirements)●Describethereasonsforstudyingmarketing.●Definethetermmarketing.●Describethemarketingprocess.●Describecustomer-focusedstrategy.●Describefourmarketingmanagementphilosophies.●Discussthedifferencesbetweensalesandmarketorientations.●Compareexchangewithmarketing.教学方法及方式(Methods&Means)Task-basedTeachingMethodPresentationCasestudy教学重点或难点(Key&DifficultPoints)BeabletodefinemarketingComparethefivemarketingmanagementorientations.Thedifferencesbetweensalesandmarketorientations.Understandcustomerrelationshipmanagementandstrategies.教学进程或步骤(ProceduresorSteps)Warmingup:DiscussmarketingindailylifePresentation:1.PreviewingMarketing2.MarketingDefined3.ProcessofMarketingandExchange4.Customer-focusedStrategy5.CharacteristicsofMarkets,ProductsandMarketing6.TheGlobalMarketingVisionPractise:CasestudyCentraltask:DicussionSummary●Describethereasonsforstudyingmarketing.●Definethetermmarketing.●Describethemarketingprocess.●Describefourmarketingmanagementphilosophies.●Discussthedifferencesbetweensalesandmarketorientations.●Describecustomer-focusedstrategy.教学内容(Contents)●Describethereasonsforstudyingmarketing.Firstofall,marketingisaffectingtheallocationofgoodsandservicesthatinfluenceanation’seconomyandstandardofliving.Second,understandingmarketingmakesconsumersmoreinformed.Third,anunderstandingofmarketingiscrucialtounderstandingmostbusinesses.Fourth,careeropportunitiesinmarketingarediverse,profitable,andexpectedtobeincreasedduringthecomingdecade.●Definethetermmarketing.Marketingismanagingprofitablecustomerrelationshipswithtwofoldgoal—toattractnewcustomersbypromisingsuperiorvalue,andkeepandgrowcurrentcustomersbydeliveringsatisfaction.Theactivitiesofmarketingincludetheconception,pricing,promotionanddistributionofideas,goods,andservices.●Describethemarketingprocess.Marketingprocessinvolvesfivesteps.Thefirstfourstepscreatevalueforcustomers.First,marketersneedtounderstandthemarketplaceandcustomerneedsandwants.Next,marketersdesignacustomer-drivenmarketingstrategywiththegoalofgetting,keeping,andgrowingtargetconsumers.Inthethirdstep,marketersconstructamarketingprogramthatactuallysuperiorvalue.Allofthesestepsformthebasisforthefourthstep,buildingprofitablecustomerrelationshipsandcreatingcustomerdelight.Inthefinalstep,thecompanyreapstherewardsofstrongcustomerrelationshipsbycapturingvaluefromcustomers.Inotherwords,themarketingprocessincludesunderstandingtheorganization’smissionandtherolemarketingplaysinfulfillingthatmission,settingmarketingobjectives,scanningtheenvironment,developingamarketingstrategybyselectingatargetmarketstrategy,developingandimplementingamarketingmix,implementingthestrategy,designingperformancemeasures,andevaluatingmarketingeffortsandmakingchangesifneeded.Themarketingmixcombinesproduct,distribution(place),promotion,andpricingstrategiesinawaythatcreatesexchangessatisfyingtoindividualandorganizationalobjectives.●Describefourmarketingmanagementphilosophies.Theroleofmarketingandthecharacterofmarketingactivitieswithinanorganizationarestronglyinfluencedbyitsphilosophyandorientation.Aproduct-orientedorganizationfocusesontheinternalcapabilitiesofthefirmratherthanonthedesiresandneedsofthemarketplace.asalesorientationisbasedonthebeliefsthatpeoplewillbuymoreproductsifaggressivesalestechniquesreusedandthathighsalesvolumesproducehighprofits.Amarketing-orientedorganizationfocusesonsatisfyingcustomerwantsandneedswhilemeetingorganizationalobjectives.Asocietalmarketingorientationgoesbeyondamarketorientationtoincludethepreservationorenhancementofindividuals’andsociety’slong-termbestinterests.●Discussthedifferencesbetweensalesandmarketorientations.First,selling-orientedfirmsfocusontheirownneeds;market-orientedfirmsfocusoncustomers’needsandpreferences.Second,selling-orientedcompaniesconsiderthemselvestobedeliverersofgoodsandservices,whereasmarket-orientedcompaniesviewthemselvesassatisfiersofcustomers.Third,selling-orientedfirmsdirecttheirproductstoeveryone;market-orientedfirmsaimatspecificsegmentsofthepopulation.Fourth,althoughtheprimarygoalofbothtypesoffirmsisprofit,selling-orientedbusinessesseekmaximumsalesvolumethroughintensivepromotion,whereasmarket-orientedbusinessespursuecustomersatisfactionthroughcoordinatedactivities.●Describecustomer-focusedstrategy.Acustomer-focusedstrategyisaprincipleoffunctionalbusinesssystems.Itmeansputtingthecustomeratthecenterandsatisfyingcustomerneedsandwants.课后作业(Assignments)StudythecasesofKonka’sSuccessfulU.S.EntryandInternationalizationoftheHaierGroup主要参考资料(References)《市场营销原理（亚洲版·英文第2版）》.菲利普·科特勒.2012.5.北京：机械工业出版社.《市场营销案例精选精析》.朱华，窦坤芳.2003.北京：经济管理出版社《市场营销学》.张黎明.2011.9.成都：四川大学出版社.《市场营销学（双语）》.应斌.2007.7.武汉：武汉理工大学出版社.备注(Notes)任课教师签名：