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西南财经大学天府学院市场营销教案全场套—--教案.学案.doc
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1、西南财经大学天府学院教案TIANFU COLLEGE OF SWUFE西南财经大学天府学院 教 案任课教师:柳玉寿课程名称:Principles of Marketing 市场营销任课班级:2013级市场01班2012级国贸01班授课时间:2014-2015-1学期西南财经大学天府学院教务处制 教 案 编号:01章,节Introduction of the course and study methodsChapter 1:defining marketing for the 21st century1. Introduction2. What Is Marketing?3. Marketin
2、g defined授课方式Lecturing Discussion教学目的By end this chapter, students should be understand this concepts: 1. Define marketing and outline the steps in the marketing process.2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.3. Ident
3、ify the key elements of a customer-drive marketing strategy and discuss the marketing management orientations that guide marketing strategy.教学重点Students should focus on understanding the content:1. Choosing a value proposition2. Marketing management orientations3. Contrast the following two marketin
4、g management orientations: “The Selling Concept” and “The Marketing Concept.” Can you name a market or market category where “The Selling Concept” is still the most popular marketing management orientation?4. How is your college positioned in the marketplace?教学难点The focus of the students understand
5、the difficult content:1. How to choosing a value proposition2. What is Marketing management orientations3. How to building Customer Relationships时间分配教 学 内 容15mins15mins15mins15mins15mins15mins15mins15mins15minsThis chapter discusses the concepts of customer value and satisfaction. Building on this k
6、nowledge, is it logical to assume that if you increase the perceived customer value for a product that there is a corresponding increase in customer satisfaction? Under what conditions might this not occur? Many people have purchased books through A. Certainly, the book purchased is important, but d
7、escribe the complete marketing offer of A. What services, information, or experiences are included?Chapter OverviewMarketing is part of all of our lives and touches us in some way every day. To be successful each company that deals with customers on a daily basis must not only be customer-driven, bu
8、t customer-obsessed. The best way to achieve this objective is to develop a sound marketing function within the organization. Marketing is defined as “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value wit
9、h others.” Marketing is a key factor in business success. The marketing function not only deals with the production and distribution of products and services, but it also is concerned with the ethical and social responsibility functions found in the domestic and global environment. Marketers must be
10、 aware of customer value and customer satisfaction and make these concepts a central part of the firms strategic plan. Marketing must also be aware of and respond to change. Four of the greatest changes that have had an impact on the way companies bring value to their customers are the explosive gro
11、wth of the computer, the Internet, telecommunications, and information technology. Marketing and its core concepts, the exchange relationship, the major philosophies of marketing thought and practice, customer relationship management, and marketing challenges in the new “connected” millennium are th
12、e major topics presented in this introductory chapter. There is a special emphasis on connectedness and the technologies for accomplishing connections.1.Introduction1. NASCAR is a great marketing organization. It is the second-highest rated regular season sport on television.2. It has a single-minde
13、d focus: creating lasting customer relationships.3. NASCARs fans are more loyal to the sports sponsors than fans of any other sport. Because of this, NASCAR has attracted more than 250 big-name sponsors.4. Todays successful companies have one thing in common: they are strongly customer focused and h
14、eavily committed to marketing.2. What Is Marketing?1. Marketing, more than any other function, deals with customers.2. A simple definition of marketing is managing profitable customer relationships.3. Marketing is all around you.3. Marketing Defined1. Marketing must be understood in the new sense of
15、 satisfying customer needs.2. We define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.4. The Marketing Process1. Figure 1.1 presents a simple five-step model of the marketing process.
16、1) In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships.2) In the final step, companies reap the rewards of creating superior customer value.3) By creating value for consumers, they in turn capture value from consumers in the
17、 form of sales, profits, and long-term customer equity.5.Understanding the Marketplace and Consumer NeedsThere are five core customer and marketplace concepts.6.Customer Needs, Wants, and Demands1) Human needs are states of felt deprivation. They include basic physical needs, social needs, and indiv
18、idual needs.2) Wants are the form human needs take as they are shaped by culture and individual personality.3) When backed by buying power, wants become demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.4) Outstanding compan
19、ies go to great lengths to learn about and understand customers needs, wants, and demands. They conduct consumer research and analyze mountains of customer data.7.Marketing OffersProducts, Services, and Experiences1) Consumers needs and wants are fulfilled through a marketing offersome combination o
20、f products, services, information, or experiences offered to a market to satisfy a need or want.2) Marketing offers are not limited to physical products. They also include services and other entities, such as persons, places, organizations, information, and ideas.3) Sellers who are so taken with the
21、ir products that they focus only on existing wants and lose sight of underlying customer needs suffer from “marketing myopia.”4) By orchestrating several services and products, companies create brandexperiences for consumers.8.Customer Value and Satisfaction1) Customers form expectations about the v
22、alue and satisfaction that various marketing offers will deliver and buy accordingly.2) Marketers must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. If they raise expectations too high, buyers wi
23、ll be disappointed.3) Customer value and satisfaction are key building blocks for developing and managing customer relationships.9.Exchanges and Relationships1) Marketing occurs when people decide to satisfy needs and wants through exchange relationships.2) Exchange is the act of obtaining a desired
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