市场营销学(双语)教学导案

#156/5FRIChap9PricingConsiderationsandStrategies——166/9TUEChap10MarketingChannels&SupplyChainManagement—6/12FRIChap10MarketingChannels&SupplyChainManagementChap10ReviewandExercise1;1176/19FRIChap11IntegratedMarketingCommunicationStrategy—186/23THUChap11IntegratedMarketingCommunicationStrategyChap11ReviewandExercise3;16/26FRICourseSummary—^CHA CHAPTER1Marketing: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一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LEARNINGOBJECTIVESDefinemarketingandthestepsinthemarketingprocess.Explainthecoremarketingconcepts.Definemarketingmanagementandexaminehowmarketersmanagedemandandbuildprofitablecustomerrelationships.Comparethefivemarketingmanagementphilosophies.Capturingvaluefromcustomer.WhatIsMarketing?MarketingismanagingprofitablecustomerrelationshipsMustbothattractnewcustomersandgrowthecurrentcustomers.DiscussionQuestionLetstudentsdiscusswhatismarketingandprovideexamplesaboutmarketingthroughtheirexperience.TheMarketingProcessUnderstandthemarketplaceandcustomerneedsandwantsDesignacustomer-drivenmarketingstrategyConstructamarketingprogramthatdeliverssuperiorvalue

BuildprofitablerelationshipsandcreatecustomerdelightCapturevaluefromcustomerstocreateprofitsandcustomerequityUnderstandingtheMarketplaceandConsumerNeedsNeeds,wantsanddemands;Marketingoffers(products,services,andexperiences);Valueandsatisfaction;Exchanges,transactions,andrelationships;Markets.Needs,Wants,andDemandsHumanneedincludephysicalneeds(food,clothing,safety);socialneeds(belonging,affection);andindividualneeds(knowledge,self-expression).Wantsbecomelemandswhentheyarebackedbybuyingpower.MarketingOffers—Products,Services,andExperiencesAmarketingofferisacombinationofproducts,services,informationorexperiencesofferedtosatisfyaneedorwant.Marketingmyopiaispayingmoreattentiontotheindividualproductsoffered,ratherthantheneedsatisfied,orbenefitsproduced.ValueandSatisfactionDiscussionQuestionFormsmallgroups,andselectabrandofathleticshoesthatagroupmemberhaspurchasedrecently.WhatCustomerValuedidthegroupmemberexpect?DidthememberexperienceCustomerSatisfaction?Whyorwhynot?MarketsAmarketisdefinedasthesetofactualandpotentialbuyersofaproduct.Marketersmustmanagemarketstocreatethedesiredexchangerelationships.MarketingManagementphilosophiesTheproductionconceptsaysthatconsumerswillfavorproductsthatareavailableandaffordable.Theproductconcept,consumersfavorproductsthatarehighestinquality,performance,andinnovation.Thesellingconceptundertakelarge-scalesellingandpromotionalefforttogetconsumerstobuy.Themarketingconceptsaysthatthecompanyneedstounderstandtheneedsandwantsofthetargetmarketsanddeliversatisfactionbetterthantheircompetitorsdo.Thesocietalmarketingconceptisarelativelynewconceptthataskscompaniestonotoverlookconsumerlong-runwelfarewhilemeetingtheirshort-runwants.

DiscussionQuestionWhatisthesinglebiggestdifferencebetweenthemarketingconceptandtheproduction,product,andsellingconcepts?Whichconceptsareeasiertoadoptintheshort-run?Whichconceptoffersthebestchancesoflong-runsuccess?Why?BuildingCustomerRelationshipsCustomerRelationshipManagementCustomerRelationshipManagement(CRM)istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.CapturingValuefromCustomersCreatingCustomerLoyaltyandRetentionCustomerlifetimevalueisanimportantconceptthatsaysthatifyouloseacustomer,youdon'tustloseonesale.Youpotentiallylosethousandsorevenhundredsofthousandsthatacustomercouldspendovertheirlifetime.DiscussionQuestionThinkofaserviceprovidertowhoyouareloyal.Whatdoyoudo(yourbehaviors,actions,feelings)thatindicatesyouareloyal?Whyareyouloyaltothisprovider?Whatfactorshaveinfluencedtheformationofyourloyalty?GrowingShareofCustomerThesharethecompanygetsofthatcustomer'totalspendingontheproductorservicetype.Companiescangrowshareofcustomerbyofferinggreatervarietytotheircurrentcustomers.BuildingCustomerEquityCustomerequityisthetotalcombinedlifetimevaluesofallthecompany'scustomers.Customerequityforecaststhefuture,whereassalesandmarketsharetellwhathappenedinthepast.Compan