市场营销学双语教案.doc

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

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（ü）；
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:An Introduction)
中国人民大学出版社

教

学

参

考

书

[1]Philip Kotler.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]David Jobber.市场营销学：原理与实践. 北京：机械工业出版社，2006
[4]Charles W.Lamb , Joseph F,Hair and Carl McDaniel. Marketing (6th Edition). 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

070214: 市场营销学（双语）

Class Schedule

Week
Date
Day
Lecture Content
Home Work
1
2/27
FRI
Course Introduction and Chap1 Marketing: Managing Profitable Customer Relationships
----
2

3/3
TUE
Chap 1 Marketing: Managing Profitable Customer Relationships
----
3/6
FRI
Chap 1 Marketing: Managing Profitable Customer Relationships
----
3
3/13
FRI
Chap 1 Review and Exercise
4;3
4
3/17
TUE
Chap 2 Marketing Strategy: Partnering to Build Customer Relationships
----
3/20
FRI
Chap 2 Marketing Strategy: Partnering to Build Customer Relationships
----
5
3/27
FRI
Chap 2 Review and Exercise
Chap 2 Company Case Study: ‘Trap-Ease America:
The big Cheese of Mousetraps’
2;1
6
3/31
TUE
Chap 3 The Marketing Environment
5;1
4/3
FRI
Chap 4 Managing Marketing Information
----
7
4/10
FRI
Chap 4 Review and Exercise
Chap 4 Company Case Study: Enterprise Rent A Car
8
4/14
THU
Chap 5 Consumer Buyer Behavior
----
4/17
FRI
Chap 5 Consumer Buyer Behavior
----
9
4/24
FRI
Chap 5 Review and Exercise
Chap 5 Company Case Study: ‘Aibo: Looking for
a Charged-up Spot?’
4;2
10
4/28
TUE
Chap 6 Segmentation, Targeting, and Positioning
----
11
5/8
FRI
Chap 6 Review and Exercise
Chap 6 Company Case Study: ‘RJR’s Eclipse: Rising from Premier’s Ashes’
1;1
12
5/12
TUE
Chap 7 Product, Services, and Branding Strategy
----
5/15
FRI
Chap 7 Product, Services, and Branding Strategy
----
13
5/22
FRI
Chap 7 Review and Exercise
Chap 7 Company Case Study: ‘Swatchmobile: Is the Time
Right for Small Cars?’
1;2
14
5/26
THU
Chap 8 New-Product Development and Product Life-Cycle Strategies
----
5/29
FRI
Chap 8 Company Case Study: “LifeSource Nutrition: Succeeding Where Campbell Soup Failed”
4;3

15
6/5
FRI
Chap 9 Pricing Considerations and Strategies
----
----
16
6/9
TUE
Chap 10 Marketing Channels & Supply Chain Management
----
6/12
FRI
Chap 10 Marketing Channels & Supply Chain Management Chap 10 Review and Exercise
1;1

17
6/19
FRI
Chap 11 Integrated Marketing Communication Strategy

----
18
6/23
THU
Chap 11 Integrated Marketing Communication Strategy
Chap 11 Review and Exercise
3;1

6/26
FRI
Course Summary
----

CHAPTER 1
Marketing: Managing Profitable Customer Relationships

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
LEARNING OBJECTIVES：
n Define marketing and the steps in the marketing process.
n Explain the core marketing concepts.
n Define marketing management and examine how marketers manage demand and build profitable customer relationships.
n Compare the five marketing management philosophies.
n Capturing value from customer.

1 What Is Marketing?
l Marketing is managing profitable customer relationships.
l Must both attract new customers and grow the current customers.

Discussion Question
Let students discuss what is marketing and provide examples about marketing through their experience.

2 The Marketing Process
l Understand the marketplace and customer needs and wants
l Design a customer-driven marketing strategy
l Construct a marketing program that delivers superior value
l Build profitable relationships and create customer delight
l Capture value from customers to create profits and customer equity

3 Understanding the Marketplace and Consumer Needs
Needs, wants and demands; Marketing offers (products, services, and experiences);Value and satisfaction; Exchanges, transactions, and relationships; Markets.
Needs, Wants, and Demands
Human need include physical needs (food, clothing, safety); social needs (belonging, affection); and individual needs (knowledge, self-expression).Wants become demands when they are backed by buying power.
Marketing Offers—Products, Services, and Experiences
A marketing offer is a combination of products, services, information or experiences offered to satisfy a need or want.
Marketing myopia is paying more attention to the individual products offered, rather than the need satisfied, or benefits produced.
Value and Satisfaction
Discussion Question
n Form small groups, and select a brand of athletic shoes that a group member has purchased recently.
n What Customer Value did the group member expect?
n Did the member experience Customer Satisfaction? Why or why not?
Markets
A market is defined as the set of actual and potential buyers of a product.
Marketers must manage markets to create the desired exchange relationships.

4 Marketing Management philosophies
The production concept says that consumers will favor products that are available and affordable.
The product concept, consumers favor products that are highest in quality, performance, and innovation.
The selling concept undertake large-scale selling and promotional effort to get consumers to buy.
The marketing concept says that the company needs to understand the needs and wants of the target markets and deliver satisfaction better than their competitors do.
The societal marketing concept is a relatively new concept that asks companies to not overlook consumer long-run welfare while meeting their short-run wants.

Discussion Question
n What is the single biggest difference between the marketing concept and the production, product, and selling concepts?
n Which concepts are easier to adopt in the short-run? Which concept offers the best chances of long-run success? Why?

5 Building Customer Relationships
Customer Relationship Management
Customer Relationship Management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

6 Capturing Value from Customers
Creating Customer Loyalty and Retention
Customer lifetime value is an important concept that says that if you lose a customer, you don’t just lose one sale. You potentially lose thousands or even hundreds of thousands that a customer could spend over their lifetime.

Discussion Question
n Think of a service provider to who you are loyal.
n What do you do (your behaviors, actions, feelings) that indicates you are loyal?
n Why are you loyal to this provider?
n What factors have influenced the formation of your loyalty?
Growing Share of Customer
The share the company gets of that customer’s total spending on the product or service type.
Companies can grow share of customer by offering greater variety to their current customers.
Building Customer Equity
Customer equity is the total combined lifetime values of all the company’s customers.
Customer equity forecasts the future, whereas sales and market share tell what happened in the past.
Companies can classify their customers as to whether they are profitable or not, and then manage the relationships accordingly.
A key learning is that different types of customers require different management strategies to maintain and increase profitability.