02_市场营销_柳玉寿说课.doc

PAGE  PAGE 207 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 methods Chapter 1:defining marketing for the 21st century 1. Introduction 2. What Is Marketing? 3. Marketing defined授课 方式Lecturing Discussion教 学 目 的By end this chapter, students should be understand this concepts: Define marketing and outline the steps in the marketing process. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Identify 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 proposition 2. Marketing management orientations 3. Contrast the following two marketing 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 the difficult content: 1. How to choosing a value proposition 2. What is Marketing management orientations 3. How to building Customer Relationships时间分配教 学 内 容15mins 15mins 15mins 15mins 15mins 15mins 15mins 15mins 15minsThis chapter discusses the concepts of customer value and satisfaction. Building on this knowledge, 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 describe the complete marketing offer of A. What