中国经济管理大学学员讲义《营销管理》中英文讲义.doc

中国经济管理大学 《营销管理学》学员讲义 [美]菲利普?科特勒营销管理中英文讲义 中国经济管理大学 学员讲义 科特勒《营销管理》中英文讲义 导论：21世纪的市场营销学 学习目的： 明确从卖方角度定义的市场概念，掌握市场营销的内涵。 领会和理解与市场营销相关的一系列基本概念。 了解市场营销的产生和发展。 认识市场营销学的学科性质，明确宏观市场营销与微观市场营销的研究思路和内容。 认识市场营销对企业经济活动的意义，知晓研究市场营销的主要方法。 教学重点：市场营销的内涵。 教学难点：如何准确理解市场营销的内涵？ 教学时数：4（讲授、案例、讨论） 教学内容与步骤： Chapter 1Introduction to the Marketing Kotler on Marketing The future is not ahead of us, it has already happened. Unfortunately it is unequally distributed among companies, industries, and nations Chapter Objectives In this chapter, we focus on two questions: What is the new economy like? What are the tasks of marketing? What are the major concepts and tools of marketing? How are companies and marketers responding to the new challenges? What are customer value and satisfaction, and how can companies deliver them? How can companies both attract and retain customers? How can companies improve both customer and company profitability? Today it is fashionable to talk about the new economy. We hear that businesses are operating in a globalizes economy; that things are moving at a nanosecond pace; that our markets are characterized by hyper-competition; that disruptive technologies are challenging every business; and that business must adapt to the empowered consumer. The old economy seemed simpler it was based on the Industrial Revolution and on man-aging manufacturing industries. Manufacturers applied certain principles and practices for the successful operation of their factories. They standardized products in order to bring down costs. They aimed to continually expand their market size to achieve economies of scale. They tended to replicate their procedures and policies in every geographic market. The goal was efficiency; and to accomplish this, the firm was managed hierarchically, with a boss on top issuing orders to middle managers, who in turn guided the workers. The new economy, in contrast, is based on the digital revolution and the management of information. Information has a numb