市场营销英语内容大纲.docVIP

《市场营销》(英语)教学大纲 二、教学内容 理论总学时：48学时 Chapter 1: Marketing in a changing world 3学时 基本要求：Marketing defined, needs ,wants ,and demands products and services value, satisfaction , and quality exchange , transactions, and relationships markets marketing；Marketing management philosophies；Marketing management 重点：Marketing management philosophies；marketing concept 难点：无 Chapter 2: Market segmentation, targeting, and positioning for competitive advantage 3学时 基本要求：Market segmentation；Market targeting；Positioning for competitive advantage 重点：segmenting consumer markets；Selecting segments. 难点：Choosing a positioning strategy Chapter3: Product and services strategy 3学时 基本要求：What is a product；Product classifications；Individual product decisions；Product line decisions ；Product mix decisions；Services marketing 重点：Individual product decisions；Product line decisions；Product mix decisions. 难点：Individual product decisions Chapter4:New-product development and product life-cycle strategies 3学时 基本要求： New-product development strategies；Product life-cycle strategies 重点： Product life-cycle strategies 难点： 无 Chapter5:Pricingproducts:pricing consideration and approaches 3学时 基本要求：Factors to consider when setting prices；General pricing approaches 重点：Factors to consider when setting prices；Cost-based pricing, value-based pricing, competition-based pricing 难点：无 Chapter6:Pricing products: pricing strategies 3学时 基本要求：New-product pricing strategies；Product mix pricing strategies；Price-adjustment strategies；Price changes 重点：Product mix pricing strategies；Price-adjustment strategies 难点：无 Chapter7:Distribution channels and logistics management 3学时 基本要求：The nature of