教案1：市场营销(数控班)

videoconference Secretary of the provincial Committee of Xia Baolong stressed this year is the five water treatment 357 timetables for three years to resolve outstanding issues obviously worked victory of the year The County s departments at all levels must firmly establish the guanghui is gold and silver green development concept convinced that Castle is not relaxed always maintaining strategic ability and strong determination to improve the environment consistently playing well five water treatment of winning the war ever higher levels of comprehensive well off society was built A lay the sewage uphill battle This year we will river water quality improved at the county level up to five this basic objective grasp of pollution control that focus with the focus on three things a good job clear rivers reaching the County created Organization look back special inspection the County garbage River black and odorous River is Dragnet investigation timely rectification of problems found in place firmly to prevent river pollution rebound In accordance with the one stop strategy improving the inferior five water quality monitoring stations work this year to ensure the Elimination of 1 provincial control five water quality section 3 municipalities controlled deterioration ensure the creation this year of clear rivers standards Second pay special attention to pollution cutting construction of nanotubes Intercepting nanotubes are the basis of pollution of water source engineering engineering matter of success or failure of water management Urban sewage treatment to improve effluent from sewage treatment rate running accuracy compliance requirement speed up the town s support network construction is focusing on nanotubes home last meters question Domestic sewage treatment in rural areas this year is the final year of the three year action determination to fight and the momentum around ending the battle on which fully to ensure the realization of all County 648 formed village coverage Also be sure to attach importance to focus on rural domestic wastewater treatment facility operation and management ensure that wastewater treatment facility up and running role play avoid the Sun problem Third pay special attention to the River Lake pond desilting operation Provinces now have focused on pollution control of water go to dig up mud as the deepening water of this year s plays Next to jump start an investigation line touches work implementation plan according to the priorities and the programme of work in accordance with the one river one policy requires detailed cleaning dredging plan planning ahead of time cleaning out mud way out according to local conditions to do sludge promote scientific resource utilization of silt and mud B the heavy regulation of heavily polluting industries Pollution of water must grab the source wastewater is primarily the source of backward production capacity increase the intensity of treatment of heavily polluting industries According to municipal and municipal government deployment of seven big heavy pollution industry regulation three years action plans requirements to December 2016 end of Qian all included shut stopped eliminated of enterprise all shut stopped eliminated in place June 30 2017 Qian all included place regulation upgrade and agglomeration restructuring of enterprise by unified standard regulation in place late not standard of enterprise are implementation discontinued June 30 2018 Qian all intends Park production of enterprise relocation Park in place late not Park of are discontinued In the process of renovation will focus on four aspects to firmly close the high energy consumption and heavy pollution hopeless enterprise governance and production lines eliminated a number of yearly emission intensity low value added products of backward production capacity Second we must strictly enforce the space total project Trinity environment access system promoting industry access and environmental conditions of access of enterprises to the Park industrial park in principle no longer the class on the new project Thirdly promoting replacement and reconstruction of heavily polluting industries mergers and reorganizations guide enterprises to energy conservation recycling and low carbon and clean production and improve the level of green development Four to establish a long term supervision mechanism increase the intensity of special inspections investigate and punish the rectification is not in place normal business of running anti pollution installations do not Iii linkage to promote flood control water drainage water supply improving water saving Speed up cross Yang support river dike reinforcement and along Pu seawall except insurance reinforcement and Lake Qian sluice and BA Cao sluice and cloud cover reservoir focus flood control drainage engineering construction vigorously implementation strong library solid di spread row engineering increased geological disaster hidden points governance efforts solid advance small basin torrent disaster governance efforts from essentially solution basin sex and regional flood control drainage capacity insufficient of problem Vigorously implement the piers algae and other water sources protection and promoting rural drinking water safety projects setting up water pricing reform and environmental protection mechanism guiding water depth Further soil pollution and repair strengthen agricultural non point source pollution prevention mountain water forests fields lakes various elements mutual long Four manage to tighten control to play three to split battle Xia Baolong Secretary of provincial party Committee stressed that while the three to split operation time is over three years but three to split must continue to catch on and resolve a split cannot be changed All localities and departments to the village and no unauthorised created 常常州州轻轻工工职职业业技技术术学学院院 市场营销市场营销 课程授课教案 No 1 授 课 日 期8 108 10 授 课 班 级06 数控 34106 数控 342 课 题第一章 市场营销导论 第二章 市场营销环境 授 课 类 型讲授课 时 数3 教 学 目 的 本章阐述市场营销学 市场营销与推销 市场营销观念 现代市场营销管理共四节的内 容 通过本章学习 应该掌握市场营销与推销的区别 了解市场营销的演进及发展过程及五 种典型的市场营销观念 掌握现代市场营销管理方法 本章阐述市场营销环境 包括市场营销环境概述 市场营销微观环境 市场营销宏观环 境以及营销环境分析与对策共四节内容 通过本章学习 应该理解市场营销环境的概念和特 征 理解并掌握微观环境内容以及对企业营销活动的影响 理解并掌握宏观环境内容以及对 企业营销活动的影响 理解并掌握市场营销环境分析以及企业对策 重 点 难 点 市场营销的演进及发展过程 五种典型的市场营销观念 现代市场营销管理方法 市场营销环境的内容构成 市场营销环境对营销活动的影响 市场营销环境对企业活动 的影响力分析 教 具 挂 图 教学过程 及 时间分配 主 要 教 学 内 容 教 学 方 法 的 运 用 30 分钟 一 课程介绍 主要内容 本课程内容主要包括 市场营销导论 市场营销环境 购买行为分析 竞 争能力分析 企业营销战略规划 目标市场营销 产品策略 价格策略 分销渠道策略 促销策略等 通过本课程的学习 使学生比较系统地了解 和掌握市场营销的基本原理 基本技能和基本方法 能够胜任市场营销的 工作 学习目的 要求 了解市场营销基本理论知识 掌握必备的营销技能 能够结合所学的理论 知识进行相关案例的分析与讨论 能够把市场营销理论和实际相结合 进 行企业相关的市场营销活动 教学方法和考核 教学方法 课堂讲授 课堂提问 案例讨论 课外作业以及实践 考核方式 平时成绩占 40 主要包括考勤 课堂提问 案例讨论的参与 课外作业 期末成绩占 60 二 引例 向和尚推销木梳 在此案例中 三个不同的业务员运用不同的方式和策略 售出了不同数量 的梳子 通过此案例 让学生明白 营销无定式 没有卖不好的产品 只 有卖不好产品的人 没有疲软的市场 只有疲软的产品 三 市场营销内涵三 市场营销内涵 1 市场的含义 市场 人口 购买力 购买欲望 2 市场营销 讲解 举例 讨论 结合常州柴油 机的销售渠道 讲解 videoconference Secretary of the provincial Committee of Xia Baolong stressed this year is the five water treatment 357 timetables for three years to resolve outstanding issues obviously worked victory of the year The County s departments at all levels must firmly establish the guanghui is gold and silver green development concept convinced that Castle is not relaxed always maintaining strategic ability and strong determination to improve the environment consistently playing well five water treatment of winning the war ever higher levels of comprehensive well off society was built A lay the sewage uphill battle This year we will river water quality improved at the county level up to five this basic objective grasp of pollution control that focus with the focus on three things a good job clear rivers reaching the County created Organization look back special inspection the County garbage River black and odorous River is Dragnet investigation timely rectification of problems found in place firmly to prevent river pollution rebound In accordance with the one stop strategy improving the inferior five water quality monitoring stations work this year to ensure the Elimination of 1 provincial control five water quality section 3 municipalities controlled deterioration ensure the creation this year of clear rivers standards Second pay special attention to pollution cutting construction of nanotubes Intercepting nanotubes are the basis of pollution of water source engineering engineering matter of success or failure of water management Urban sewage treatment to improve effluent from sewage treatment rate running accuracy compliance requirement speed up the town s support network construction is focusing on nanotubes home last meters question Domestic sewage treatment in rural areas this year is the final year of the three year action determination to fight and the momentum around ending the battle on which fully to ensure the realization of all County 648 formed village coverage Also be sure to attach importance to focus on rural domestic wastewater treatment facility operation and management ensure that wastewater treatment facility up and running role play avoid the Sun problem Third pay special attention to the River Lake pond desilting operation Provinces now have focused on pollution control of water go to dig up mud as the deepening water of this year s plays Next to jump start an investigation line touches work implementation plan according to the priorities and the programme of work in accordance with the one river one policy requires detailed cleaning dredging plan planning ahead of time cleaning out mud way out according to local conditions to do sludge promote scientific resource utilization of silt and mud B the heavy regulation of heavily polluting industries Pollution of water must grab the source wastewater is primarily the source of backward production capacity increase the intensity of treatment of heavily polluting industries According to municipal and municipal government deployment of seven big heavy pollution industry regulation three years action plans requirements to December 2016 end of Qian all included shut stopped eliminated of enterprise all shut stopped eliminated in place June 30 2017 Qian all included place regulation upgrade and agglomeration restructuring of enterprise by unified standard regulation in place late not standard of enterprise are implementation discontinued June 30 2018 Qian all intends Park production of enterprise relocation Park in place late not Park of are discontinued In the process of renovation will focus on four aspects to firmly close the high energy consumption and heavy pollution hopeless enterprise governance and production lines eliminated a number of yearly emission intensity low value added products of backward production capacity Second we must strictly enforce the space total project Trinity environment access system promoting industry access and environmental conditions of access of enterprises to the Park industrial park in principle no longer the class on the new project Thirdly promoting replacement and reconstruction of heavily polluting industries mergers and reorganizations guide enterprises to energy conservation recycling and low carbon and clean production and improve the level of green development Four to establish a long term supervision mechanism increase the intensity of special inspections investigate and punish the rectification is not in place normal business of running anti pollution installations do not Iii linkage to promote flood control water drainage water supply improving water saving Speed up cross Yang support river dike reinforcement and along Pu seawall except insurance reinforcement and Lake Qian sluice and BA Cao sluice and cloud cover reservoir focus flood control drainage engineering construction vigorously implementation strong library solid di spread row engineering increased geological disaster hidden points governance efforts solid advance small basin torrent disaster governance efforts from essentially solution basin sex and regional flood control drainage capacity insufficient of problem Vigorously implement the piers algae and other water sources protection and promoting rural drinking water safety projects setting up water pricing reform and environmental protection mechanism guiding water depth Further soil pollution and repair strengthen agricultural non point source pollution prevention mountain water forests fields lakes various elements mutual long Four manage to tighten control to play three to split battle Xia Baolong Secretary of provincial party Committee stressed that while the three to split operation time is over three years but three to split must continue to catch on and resolve a split cannot be changed All localities and departments to the village and no unauthorised created 30 分钟 菲利普 科特勒 市场营销是个人或组织通过创造并同他人交换产品和 价值以满足需求和欲望的一种社会和管理活动 对市场营销的理解 市场营销的实质 管理活动 市场营销的核心 交换 市场营销的主体 个人 组织 企业最典型 市场营销的客体 对象 市场 消费者 顾客 市场营销的目的 满足需求和欲望 市场营销的手段 企业的系统性市场经营活动 了解市场需求 指 导企业生产 开拓市场销售 满足市场需求 四 市场营销学的研究对象与主要内容四 市场营销学的研究对象与主要内容 市场营销学研究作为卖主的企业通过对营销环境的分析 发现尚未被 满足的顾客需求 分析评价 选择利用该市场机会 从满足顾客需求出发 有计划地组织企业的整体活动 通过交换 将产品从生产者手中转向消费 者手中 以实现企业营销目标 五 市场营销与推销五 市场营销与推销 市场营销不同于推销或销售 营销的本质就是开发令顾客满意的产 品 使顾客和企业都能从中获益 顾客获得比他付出的成本更高的回报和 利益 企业则得到相应的利益 推销或销售只是市场营销活动的一部分 而且不是重要的部分 六 市场营销学的产生与发展六 市场营销学的产生与发展 市场营销学产生于 19 世纪末 20 世纪初的美国 当时美国的自由资本 主义正在向垄断资本主义过渡 资本主义基本矛盾日益尖锐化 后来流传 到欧洲 日本和其他国家 在实践中不断完善和发展 迄今市场营销学的 发展大体经历了四个阶段 二 市场营销观念 1 营销观念的概念 也称营销导向 营销理念 营销管理哲学等 是企业制定营销战略 实施 营销策略 组织开展营销活动所遵循的一系列指导思想的总称 以美国工商企业实践为例 归纳为五种典型的营销观念 生产观念 产品 观念 销售观念 市场营销观念 社会市场营销观念 2 传统市场营销观念 1 生产观念 20 世纪 20 年代以前 考虑问题的出发点 企业的生产能力与技术优势 观念前提 物以稀为贵 只要能生产出来 就不愁卖不出去 指导思想 我能生产什么 就销售什么 我销售什么 顾客就购买什么 以产定销 企业的主要任务 提高生产效率 降低产品成本 以量取胜 认为消 费 者喜欢那些可以随处买得到而且价格低廉的产品 形成的原因 供不应求 产品成本居高不下 案例 福特 T 型车 不管顾客需要什么颜色的汽车 我只有一种黑颜 色的 T 型车 2 产品观念 20 世纪 20 年代左右 提问 归纳 看教材 讨论 videoconference Secretary of the provincial Committee of Xia Baolong stressed this year is the five water treatment 357 timetables for three years to resolve outstanding issues obviously worked victory of the year The County s departments at all levels must firmly establish the guanghui is gold and silver green development concept convinced that Castle is not relaxed always maintaining strategic ability and strong determination to improve the environment consistently playing well five water treatment of winning the war ever higher levels of comprehensive well off society was built A lay the sewage uphill battle This year we will river water quality improved at the county level up to five this basic objective grasp of pollution control that focus with the focus on three things a good job clear rivers reaching the County created Organization look back special inspection the County garbage River black and odorous River is Dragnet investigation timely rectification of problems found in place firmly to prevent river pollution rebound In accordance with the one stop strategy improving the inferior five water quality monitoring stations work this year to ensure the Elimination of 1 provincial control five water quality section 3 municipalities controlled deterioration ensure the creation this year of clear rivers standards Second pay special attention to pollution cutting construction of nanotubes Intercepting nanotubes are the basis of pollution of water source engineering engineering matter of success or failure of water management Urban sewage treatment to improve effluent from sewage treatment rate running accuracy compliance requirement speed up the town s support network construction is focusing on nanotubes home last meters question Domestic sewage treatment in rural areas this year is the final year of the three year action determination to fight and the momentum around ending the battle on which fully to ensure the realization of all County 648 formed village coverage Also be sure to attach importance to focus on rural domestic wastewater treatment facility operation and management ensure that wastewater treatment facility up and running role play avoid the Sun problem Third pay special attention to the River Lake pond desilting operation Provinces now have focused on pollution control of water go to dig up mud as the deepening water of this year s plays Next to jump start an investigation line touches work implementation plan according to the priorities and the programme of work in accordance with the one river one policy requires detailed cleaning dredging plan planning ahead of time cleaning out mud way out according to local conditions to do sludge promote scientific resource utilization of silt and mud B the heavy regulation of heavily polluting industries Pollution of water must grab the source wastewater is primarily the source of backward production capacity increase the intensity of treatment of heavily polluting industries According to municipal and municipal government deployment of seven big heavy pollution industry regulation three years action plans requirements to December 2016 end of Qian all included shut stopped eliminated of enterprise all shut stopped eliminated in place June 30 2017 Qian all included place regulation upgrade and agglomeration restructuring of enterprise by unified standard regulation in place late not standard of enterprise are implementation discontinued June 30 2018 Qian all intends Park production of enterprise relocation Park in place late not Park of are discontinued In the process of renovation will focus on four aspects to firmly close the high energy consumption and heavy pollution hopeless enterprise governance and production lines eliminated a number of yearly emission intensity low value added products of backward production capacity Second we must strictly enforce the space total project Trinity environment access system promoting industry access and environmental conditions of access of enterprises to the Park industrial park in principle no longer the class on the new project Thirdly promoting replacement and reconstruction of heavily pol