美国营销管理第十一版教材.pdf

  1. 1、本文档共27页,可阅读全部内容。
  2. 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
  3. 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载
  4. 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
选用教材 营销管理 [美]菲利普 •科特勒著第十一版 上海经济出版社 第一章 导论:21世纪的市场营销学 房地产 E 网 / 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。 倍讯易 /  教学重点:市场营销的内涵。 1 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 1 Chapter 1 Introduction to the Marketing Introduction to the Marketing Kotler on Marketing Thef uture is not ahead of us, it has already happ ened. Thef uture is not ahead of us, it has already happ ened. Unf ortunately it is unequally distributed among comp anies, Unf ortunately it is unequally distributed among comp anies, industries, and nations industries, and nations Chapter Objectives In this chapter, we focus on two questions: In this chapter, we focus on two questions: What is the new economy like? What is the new economy like? What are the tasks of marketing? What are the tasks of marketing? What are the maj or concepts and tools of marketing? What are the maj or concepts and tools of marketing? How are companies and marketers responding to the new challenges? How are companies and marketers responding to the new challenges? What are customer value and satisfaction, and how can companies deliver What are customer value and satisfaction, and how can companies deliver 2 them? them? How can companies both attract and retain customers? How can companies both attract and retain customers? How can companies improve both customer and company profitability? How can companies impr

文档评论(0)

qicaiyan + 关注
实名认证
内容提供者

该用户很懒,什么也没介绍

1亿VIP精品文档

相关文档