Download 市场营销教学大纲（2+2）.

中山大学旅游学院
会展 2+2
专业
本科生课程教学大纲
Course Profile for Undergraduates Majoring in
最近更新： 2015 年 9 月/Revision：
课程编号
课程名称
市场营销
Course Code
Course
Tourism Marketing
课程类别
学分
专业必修课
3
Course Type
总学时
Total Contact Hours
授课教师
Credits
Semester
第 2 学期
教学助理
张辉
Instructor
上课时间
开课学期
54 小时
Faculty Assistant
上课地点
星期五 14:25-17:00
C502
Class Time
location
答疑时间
星期四 8:30-12:00
任课老师联系方式
[email protected]
Office hour
学院办公楼 410 室
contact
13750052605
一、课程描述
I Course Description
Marketing is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service. Marketing can be looked
at as an organizational function and a set of processes for creating, delivering and
communicating value to customers, and customer relationship management that also
benefits the organization. Marketing is the science of choosing target markets through
market analysis and market segmentation, as well as understanding consumer
behavior and providing superior customer value. From a societal point of view,
marketing is the link between a society’s material requirements and its economic
patterns of response. Marketing satisfies these needs and wants through exchange
processes and building long term relationships.
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二、课程目的与教学要求
II Aims and Objectives
As a result of the learning, students will be able to:
 Define marketing, understand core concepts in marketing.
 Understand company and marketing strategy.
 Understand the microenvironments and microenvironments influencing
company’s marketing activities.
 Understand marketing information system, and how to conduct basic market
research to learn more about target audiences.
 Understand factors influencing consumer behavior and consumer buying
decision-making process.
 Understand the importance of the process of segmentation, targeting and
positioning (STP) process .
 Understand why it is important to take audience needs/wants/preferences into
consideration when interacting with communities.
 Understand new product development process and product life cycle
strategies.
 Describe key characteristics of the eight SMART audiences.
 Understand product strategy, pricing strategy, place strategy and promotion
strategy.
三、教学进度
上课时间
September 25
上课内容
Marketing: Creating and capturing customer value
上课形式
Lecture
and
discussion
October 9
October 16
Company and marketing strategy: partnering to Lecture
build customer relationships
discussion
Analyzing the marketing environment
Lecture
and
and
discussion
October 23
Managing marketing information to gain customer Lecture
insights
October 30
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and
discussion
Understanding consumer and business buyer Lecture
and
behavior
November 6
Customer-driven marketing strategy: creating Lecture
value for target customers
November 13
November 27
December 4
and
discussion
Developing new products and managing the Lecture
product life-cycle
and
discussion
Products, services, and brands: building customer Lecture
value
November 20
discussion
and
discussion
Pricing: understanding and capturing customer Lecture
value
discussion
Marketing channels: delivering customer value
Lecture
and
and
discussion
December 11
Retailing and wholesaling
Lecture
and
discussion
December 18
December 25
Communicating customer value: advertising and Lecture
public relations
discussion
Personal selling and sales promotion
Lecture
and
and
discussion
January 8
January 15
Direct and online marketing: building direct Lecture
customer relationships
discussion
The global marketplace
Lecture
and
and
discussion
January 22
Final exam
Lecture
and
discussion
Note: 3 hours/week
四、教学内容
III Course Content
Part 1 Defining marketing and the marketing process
Chapter 1 marketing: creating and capturing customer value
Reading materials:
 Text book, Gary Armstrong, and Philip Kotler, Marketing: An Introduction
(10 ed), 中国人民大学出版社，2013，Chapter 1.
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 Marketing Science Institute，2012-2014 Research Priorities.
 Ravi S. Achrol & Philip Kotler, Frontiers of the marketing paradigm in the
third millennium, Journal of the Academy of Marketing Science, 2012,
40:35–52.
 Frederick E. Webster Jr. & Robert F. Lusch, Elevating marketing: marketing
is dead! Long live marketing, Journal of the Academy of Marketing
Science,2013, 41:389–399.
 Levitt, T. (1960). Marketing Myopia. In Harvard Business Review.
Course outline:
 What is marketing, marketplace and customer needs, what is difference
among needs, wants and demands, customer driven marketing strategy, the
framework of marketing.
Discussion questions:
 Marketing has often been defined in terms of satisfying customers’ needs and
wants. Critics, however, maintain that marketing goes beyond that and
creates needs and wants that did not exist before. They feel marketers
encourage consumers to spend more money than they should on goods and
services they do not really need. Do you agree? And why?
Homework：
 Search learning resources for this course.
 Analyzing the influences of social media on marketing.
Chapter 2 company and marketing strategy: partnering to build customer relationships
Reading materials:
 Marketing planning, in Philip Kotler and Kevin Keller, Marketing
Management.
 公司使命陈述（Word 文档）。
 易世志，浅析波士顿矩阵法的局限，商业研究，2005 年第 8 期。
Course outline:
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Companywide marketing strategy, and marketing’s role, marketing strategy and
marketing mix, managing marketing efforts and return on marketing investment.
Discussion questions:
 Evaluate several mission statements and rewrite if necessary.
 Understand the product marketing expansion grid and give some examples.
Homework:
 Select one company, analyzing its strengths, weaknesses, opportunities, and
threats using SWOT framework.
Part 2 understanding the marketplace and consumers
Chapter 3 analyzing the marketing environment
Reading materials:
 海底捞美国扩张，为何现“水土不服”，南方都市报，2013.10.11
 宋美义，企业市场营销环境分析——浅谈微观环境因素对企业的影响，
经济与管理，2005 年第 6 期。
Course outline:
The company’s microenvironment, macro environment, and responding to the
marketing environment.
Discussion questions:
 How to identify a company’s competitors?
 What is cause-related marketing, and its type.
Homework:
 How culture factors influence company’s marketing? Give some examples.
Chapter 4 Managing marketing information to gain customer insights
Reading materials:
 Haire, Mason, Projective Techniques in Marketing Research, Journal of
Marketing (pre-1986); Apr 1950; 14.
Course outline:
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Marketing information and customer insights, the process of gathering marketing
information, objectives, process, and tools of marketing research, factors should be
considered in marketing information gathering.
Discussion questions:
 How does customer relationship management help companies develop
customer insights and deliver superior customer value?
 What are similarities and differences when conducting research in another
country versus the domestic market?
Homework:
 Analyzing influences of big data on marketing?
Chapter 5 understanding consumer and business buyer behavior
Reading materials:
 Jonah A. Berger and Gráinne Fitzsimons, Dogs on the Street, Pumas on Your
Feet: How Cues in the Environment Influence Product Evaluation and Choice,
Journal of Marketing Research, Vol. XLV, No. 1, February 2008.
 李桂华，卢宏亮，刘峰，中国企业的购买决策“谁”说的算?——对
Webster-Wind 模型的修正及检验，中国软科学，2010 年第 7 期
 Xinyue Zhou,Kathleen D. Vohs, and Roy F. Baumeister, The Symbolic Power of
Money, PSYCHOLOGICAL SCIENCE, Volume 20—Number 6
 Aaker, Jennifer (August 1997). Dimensions of Brand Personality. Retrieved 16
June 2013.
 黄胜兵,卢泰宏,品牌个性维度的本土化研究,南开管理评论,2003 年第 1 期
Course outline:
 Factors influencing consumer behavior, stages of consumer buying decision,
business markets and business buyer behavior.
Discussion questions:
 Discuss the personal factors influencing consumer buyer behavior. Which of
these factors have the greatest influence on your purchasing behavior?
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 Explain what is meant by the term buying center in the business buying
process and discuss why it presents a challenge to the business marketer?
Homework:
 Analyzing consumer buying stages based on your buying experience.
 Case study: 又要漂洋过海，电纸书是否要重购
Part 3 Designing a customer-driven strategy and mix
Chapter 6 Customer-driven marketing strategy: creating value for target customers
Reading materials:
 What is geographic segmentation Kotler, Philip, and Kevin Lane Keller.
Marketing Management. Prentice Hall, 2006. ISBN 978-0-13-145757-7
 Goldstein, Doug. “What is Customer Segmentation?” Mind of Marketing.net,
May 2007. New York, NY.
 Trout, J., (1969) Positioning is a game people play in today’s me-too market
place, Industrial Marketing, Vol.54, No.6, (June 1969), pp. 51–55.
 Ries, A. and Trout, J. (1981) Positioning, The battle for your mind, Warner
Books - McGraw-Hill Inc., New York, 1981, ISBN 0-446-34794-9
 Trout, J. and Rivkin, S. (1996) The New Positioning : The latest on the worlds #1
business strategy, McGraw Hill, New York, 1996, ISBN 0-07-065291-0
 Moore, G. (1991) Crossing the Chasm, HarperCollins Publishers, 1991.
 Levi, K. (2007) Differentiate or Diminish: The Art and Necessity of Business
Positioning, (March 2007), p. 9
Course outline:
 Definition of market segmentation, market targeting, differentiation and
positioning, the process of STP.
Discussion questions:
 What is niche marketing? Give some examples.
Homework:
 Describe the STP process of one brand you familiar with.
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Chapter 7 Products, services, and brands: building customer value
Reading materials:
 Evert Gummesson, Exit Services Marketing – Enter Service Marketing,
Journal of Customer Behaviour, Volume 6, Number 2, July 2007, pp.
113-141(29).
 Melnyk, V., Klein, K., & Völckner, F. (2012). The Double-Edged Sword of
Foreign Brand Names for Companies from Emerging Countries. Journal of
Marketing, 76(6), 21-37.
 Interbrand, Best Global Brand 2013
 BRANDZ,最具价值中国品牌 100 强
Course outline:
 What is product? Three levels of products, Product and service decisions,
service marketing, branding strategies.
Discussion questions:
 When consumer buys a products, what he or she really buy?
 Discuss the four special characteristics of services. How do the services
offered by a doctor’s office differ from those offered by a bank in terms of
these characteristics ?
Homework:
 How companies build their brand equity?
Chapter 8 developing new products and managing the product life-cycle
Reading materials:
 Husig and Kohn (2003), Factors influencing the Front End of the Innovation
Process: A comprehensive Review of Selected empirical NPD and
explorative FFE Studies ,Brusell,Juni 2003,p.14.
 The PDMA Glossary for New Product Development. Product Development
& Management Association. 2006. in: Research Technology Management,
March 1, 2008
 Khurana, A; Rosenthal, S.R. (1998). Towards Holistic "Front Ends" in New
Product Development". Journal of Product Innovation Management 15 (1):
57–75.
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 Husig, S; Kohn, S; Poskela, J (2005). The Role of Process Formalisation in
the early Phases of the Innovation Process. 12th Int. Prod. Development
Conf. Copenhagen.
 Kim, J., Wilemon, D.(2002): Accelerating the Front End Phase in New
Product Development
 Thomas A. Carbone, Critical Success Factors in the Front-End of High
Technology Industry New Product Development, Doctoral Dissertation,
University of Alabama in Huntsville, November, 2011.
Course outline:
 New product development strategy, new product development process, how
to manage new product development, product life-cycle stages, and product
life-cycle strategies.
Discussion questions:
 Describe the five stages of the product life cycle. Identify a product class,
form, or brand that is in each stage.
 Discuss the external sources of new product ideas.
Homework:
 Choose one product as example, analyze it produce life cycle.
Chapter 9 Pricing: understanding and capturing customer value
Reading materials:
 Ayelet Gneezy, Uri Gneezy, Leif D. Nelson,
Amber Brown, Shared Social
Responsibility: A Field Experiment in Pay-What-You-Want Pricing and
Charitable Giving, SCIENCE,VOL 329 ,16 JULY 2010.
 Ju-Young Kim, Martin Natter, & Martin Spann, Pay What You Want: A New
Participative Pricing Mechanism, Journal of Marketing, Vol. 73 (January
2009), 44–58.
 张辉，白长虹，陈晔，PWYW 定价策略研究前沿探析，外国经济与管
理，2011 年第 6 期。
 Vithala R. Rao, Handbook of Pricing Research in Marketing, Cheltenham,
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UK, Northampton, MA, USA.
Course outline:
 What is price? Major price strategies, other internal and external
considerations affecting price decisions, new product pricing strategies,
product mix pricing, price adjustments, and public policy and pricing.
Discussion questions:
 What is the difference between penetration pricing and skimming pricing?
Give some examples.
Homework:
 Read the papers about PWYW pricing, and discuss why this pricing
mechanism make profits?
Chapter 10 Marketing channels: delivering customer value
Reading materials:
 咖啡银行：渠道业态创新的“本土试验”，2014-03-08 08:21:32
来源:
中国经营报。
 庄贵军，李珂， 崔晓明，关系营销导向与跨组织人际关系对企业关系型
渠道治理的影响，管理世界，2008 年第 7 期。
 庄贵军，周筱莲，权力、冲突与合作:中国工商企业之间渠道行为的实证
研究，管理世界，2002 年第 4 期
Course outline:
 What is marketing channel? The nature and importance of marketing
channels, channel behavior and organization, channel design decisions,
channel management decisions, public policy and distribution decisions.
Discussion questions:
 The causes of channel conflict, how to reduce channel conflict?
Homework:
 Define disintermediation. List three industries for which changes in channel
systems have resulted in disintermediation.
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Channel 11 Retailing and wholesaling
Reading materials:
 2012－2013 中国便利店发展报告。
 Global Powers of Retailing 2013.
Course outline:
 Role of retailers in the distribution channel and the major types of retailers,
retailer marketing strategies, major trends and developments in retailing,
major types of wholesellers.
Discussion questions:
 Discuss major differences between retailing and wholesaling
Homework:
 Choose one urban complex, and analyze retailer types in this complex.
Chapter 12 Communicating customer value: advertising and public relations
Reading materials:
 李研，李东进，变异成语对消费者广告态度和企业感知的影响，管理评
论，2013 年第 8 期。
 Mick, Devid Glen (September 1986). Consumer Research and Semiotics:
Exploring the Morphology of Signs, Symbols, and Significance. The Journal
of Consumer Research 13 (2): 196.
 Matt Haig, Brand failures: the truth about the 100 biggest branding mistakes
of all time, Kogan Page Publishers, 2005, pp. 219, 266.
Course outline:
 Promotion mix, integrated marketing communications, major decisions
involved in developing an advertising program, how companies use public
relations to communicate with their products.
Discussion questions:
 Watching videos and discuss their advertising objectives.
Homework:
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 Give some examples about crisis public relations, and summarize strategies
for coping with crisis PR.
Chapter 13 Personal selling and sales promotion
Reading materials:
 Juliano Laran & Michael Tsiros, An Investigation of the Effectiveness of
Uncertainty in Promotions invoiving Free Gifts, Journal of Marketing Voi. 77
(iVIarch 2013), 112-123
 于鲲，销售要懂微表情。
Course outline:
 Role of salespeople in creating value for customers, six major sales force
management, personal selling process, sales promotion campaigns.
Discussion questions:
 Discuss different types of sales promotion and their outcomes.
Homework:
 What factors contributing to sales promotion’s rapid growth.
Chapter 14 Direct and online marketing: building direct customer relationships
Reading materials:
 Harrison( 2010), Faster Progress Bars: Manipulating Perceived Duration with
Visual Augmentations.
 Cho, H., & Schwarz, N. (2012). I Like Your Product When I Like My Photo:
Misattribution Using Interactive Virtual Mirrors. Journal of Interactive
Marketing, 26(4), 235-243.
Course outline:
 Direct marketing and its benefits to customers and companies, major forms
of direct marketing, online marketing strategies, public policy and ethical
issues in online marketing.
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Discussion questions:
 Discuss the forms of online marketing.
Part 4 extending marketing
Chapter 15 the global marketplace
Reading materials:
 许晖， 万益迁，国际化感知风险与适应性营销策略——基于全球营销理
论的权变观点，管理学报，2010 年第 10 期
 Hollensen, Svend (2014) Global Marketing, 6th edition, Pearson.
Course outline:
 Factors affecting a company’s international marketing decisions, approaches
to entering international markets, marketing mix for international market,
forms of international marketing organizations.
Discussion questions:
 Discuss the strategies used for adapting product strategies to a global market.
Which strategy is best?
五、课程作业与实践
IV Assignments and Practices
 Finding one new concept in marketing and sharing before the class.
 Group task, collecting learning materials, summarize knowledge points in the
text book, choose one home work and make presentation.
六、教材及参考书
V Recommended Textbook
 加里·阿姆斯特朗，菲利普·科特勒，市场营销学（英文版·第 10 版），
中国人民大学出版社，2013.
 菲利普·科特勒，凯文·莱恩·凯勒，营销管理，王永贵等译，格致出
版社上海人民出版社，2012。
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七、考核方法
VI Assessment
 本课程的最终成绩由以下几方面构成：
 个人作业及课堂表现：20%。能够按时出勤，课堂积极参与，完成营销
新概念的查找。
 小组作业：30%。完成 3 次小组作业。组长做好协调、分工工作，小组
成员积极参与。组长记录每一成员的任务表现，任课教师根据组长的记
录评分。
 期末考试：50%。闭卷考试。题型包括名词解释题、简答题、论述题和
案例分析题。
八、其他说明
本课程教材为英文，授课语言为中文。
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