市场营销学(双语)教案

市场营销学(双语)教案 课程教案（xxxx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2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（）授课方式讲授讨论案例分析考核方式小组案例出勤及表现案例分析报告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1Philip Kotler.市场营销原理.北京清华大学出版社，xx2唐德才.现代市场营销学.北京清华大学出版社，xx3David Jobber.市场营销学原理与实践.北京机械工业出版社，xx4Charles W.Lamb,Joseph F,Hair andCarl McDaniel.Marketing(6th Edition).北京北京大学出版社，xx授课教师职称院所经管学院授课时间070214:3市场营销学（双语）Class ScheduleWeek DateDay LectureContent HomeWork12/27FRI CourseIntroduction andChap1Marketing:Managing ProfitableCustomer Relationships-23/3TUE Chap1Marketing:Managing ProfitableCustomer Relationships-3/6FRI Chap1Marketing:Managing ProfitableCustomer Relationships-33/13FRI Chap1Review andExercise4;343/17TUE Chap2Marketing Strategy:Partnering toBuild Customer Relationships-3/20FRI Chap2Marketing Strategy:Partnering toBuild Customer Relationships-53/27FRI Chap2Review andExercise Chap2Company CaseStudy:Trap-Ease America:The bigCheese ofMousetraps2;163/31TUE Chap3The MarketingEnvironment5;14/3FRI Chap4Managing MarketingInformation-74/10FRI Chap4Review andExercise Chap4Company CaseStudy:Enterprise RentA Car84/14THU Chap5Consumer BuyerBehavior-4/17FRI Chap5Consumer BuyerBehavior-94/24FRI Chap5Review andExercise Chap5Company CaseStudy:Aibo:Looking fora Charged-up Spot?4;2104/28TUE Chap6Segmentation,Targeting,and Positioning-115/8FRI Chap6Review andExercise Chap6Company CaseStudy:RJRs Eclipse:Rising fromPremiers Ashes1;1125/12TUE Chap7Product,Services,and BrandingStrategy-5/15FRI Chap7Product,Services,and BrandingStrategy-135/22FRI Chap7Review andExercise Chap7Company CaseStudy:Swatchmobile:Is theTime Rightfor SmallCars?1;2145/26THU Chap8New-Product Developmentand ProductLife-Cycle Strategies-5/29FRI Chap8Company CaseStudy:“LifeSource Nutrition:Sueeding WhereCampbell SoupFailed”4;3-4156/5FRI Chap9Pricing Considerationsand Strategies-166/9TUE Chap10Marketing Channels&Supply ChainManagement-6/12FRI Chap10Marketing Channels&Supply ChainManagement Chap10Review andExercise1;1176/19FRI Chap11Integrated MarketingCommunication Strategy-186/23THU Chap11Integrated MarketingCommunication StrategyChap11Review andExercise3;16/26FRI CourseSummary-CHAPTER15Marketing:Managing ProfitableCustomerRelationships 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?Define marketingand thesteps in the marketingprocess.?Explain thecore marketing concepts.?Define marketingmanagement andexamine howmarketers managedemand andbuild profitable customer relationships.?Compare thefive marketingmanagement philosophies.?Capturing valuefrom customer.1What IsMarketing?Marketing ismanaging profitablecustomer relationships.?Must bothattract newcustomers andgrow thecurrent customers.Discussion QuestionLet studentsdiscuss whatis marketingand provideexamples aboutmarketing throughtheir experience.2The MarketingProcess?Understand themarketplace andcustomer needsand wants?Design a customer-driven marketingstrategy?Construct amarketing programthat deliverssuperior value?6Build profitablerelationships andcreate customerdelight?Capture valuefrom customersto createprofits andcustomer equity3Understanding theMarketplace andConsumer NeedsNeeds,wants anddemands;Marketing offers(products,services,and experiences);Value and satisfaction;Exchanges,transactions,and relationships;Markets.Needs,Wants,and DemandsHuman needinclude physicalneeds(food,clothing,safety);social needs(belonging,affection);and individualneeds(knowledge,self-expression).Wants beedemands whenthey arebacked bybuying power.Marketing OffersProducts,Services,and ExperiencesA marketingoffer is a binationof products,services,information orexperiences offeredto satisfya needor want.Marketing myopiais payingmore attentionto theindividual productsoffered,rather thanthe needsatisfied,or benefitsproduced.Value andSatisfaction Discussion Question?Form smallgroups,and selecta brandof athleticshoes thata groupmember haspurchased recently.?What CustomerValue didthe groupmember expect?Did themember experienceCustomer Satisfaction?Why orwhy not?Markets Amarket isdefined asthe setof actualand potentialbuyers ofa product.Marketers mustmanage marketsto createthe desiredexchange relationships.4Marketing Managementphilosophies The production concept says thatconsumers willfavor products that areavailable andaffordable.Theproductconcept,consumers favorproductsthatare highestin quality,performance,and innovation.The sellingconcept undertakelarge-scale sellingand promotionaleffort toget consumersto buy.The marketing conceptsaysthat the pany needsto understand the needsand wantsof thetarget marketsand deliversatisfaction betterthan theirpetitors do.The societalmarketingconceptisarelatively newconcept thatasks paniesto notoverlook consumerlong-run welfarewhile meetingtheir short-run wants.7Discussion Question?What is the singlebiggest differencebetween themarketingconceptandthe production,product,and sellingconcepts?Which conceptsare easierto adoptin theshort-run?Which conceptoffers thebest chancesof long-run suess?Why?5Building CustomerRelationships CustomerRelationship ManagementCustomerRelationshipManagement(CRM)istheoverall processof buildingand maintainingprofitablecustomerrelationships bydelivering superiorcustomer valueandsatisfaction.6Capturing Valuefrom CustomersCreating CustomerLoyalty andRetention Customerlifetime valueis animportant conceptthat saysthat ifyou losea customer,you dont justlose onesale.You potentiallylose thousandsor evenhundreds ofthousands thatacustomercould spendover theirlifetime.DiscussionQuestion?Think ofa serviceprovider towho you are loyal.?What doyou do(your behaviors,actions,feelings)that indicatesyouareloyal?Why areyou loyalto thisprovider?What factorshave i