营销管理 MARKETING (一).ppt

MARKETING SHI ZONGJING Joint Undergraduate Program,SUFE. September 15th , 2003 INTRODUCTION Teacher Teaching Method Test Model Types of Reference Time Table Theory Framework TYPES OF REFERENCE 1. Marketing Management Philip Kotler 2. Basic Marketing McCarthy / Perreault 3. 市场营销学教程 晁钢令 等 TIME TABLE(1) 1. Sept.15 : Introduction and Thinking Mode 2. Sept.22 : The evolution of marketing concepts 3. Sept.29 : The marketing information system The marketing research The marketing environment------- Economic environment Cultural environment 4.Oct.13 : Political environment Legal environment TIME TABLE(2) 5. Oct.20 : Consumer behavior 6. Oct.27 : Competition analysis 7. Nov.3 : Market demand 8. Nov.10 : Segmentation Targeting market 9. Nov.17 : Positioning 10. Nov.24 : Product(1) 11. Dec.1 : Product(2) 12. Dec.8 : Pricing(1) TIME TABLE(3) 13. Dec.15 : Pricing(2) 14. Dec.22 : Channel 15. Dec.29 : Promotion Q A THEORY FRAMEWORK Marketing Framework： MARKETING THOUGHT(1) Planned Economy System: Macro-Micro Model(Subject Thought Model ) The Rational---Abstract---Latent Objectives---Pushing Market Economy System: Micro-Macro Model(Object Thought Model ) The Perceptual---Concrete---Present Objectives---Pulling MARKETING THOUGHT(2) Training-two ways visualized thinking： abstract thinking： Visualized---Abstract Outline--replace—define– express Abstract---Visualized Associate— exhale—totemic--show off CORE CONCEPTS Needs Wants Demands Products Exchanges Transactions Markets Marketers THE EVOLUTION OF MARKETING CONCEPTS SHI ZONGJING Joint Undergraduate Program February 20, 2003 The Production Concept One of the oldest concepts, it holds that c