Download The frame of Principles of Marketing

The syllabus of
Principles of Marketing
1
Principles of Marketing,11 edition,（影印版）
清华大学出版社，2007年6月
2
The frame of Principles of Marketing
Part 1
Understanding
of marketing
Part 4
Product
strategy
Part 2
Market analyzing
Part 5
Pricing
strategy
Part 3
Market segmentation
Targeting & position
Part 6
Placing
strategy
Part 7
Promotion
strategy
Part 8
Customer relationship
management
3
Part 1 Understanding of Marketing
(Chater1-Chapter3)
Main contents:
• Marketing defined
• The marketing process
• Marketing management orientation (or philosophies)
• Marketing’s role in the company’s strategic
planning
• Marketing environment
4
Part 2 Market Analyzing
(Chater4-Chapter6)
Main contents:
• Marketing information system
• Model of buyer behavior
• Factors influencing consumer behavior
• Types of buying decision behavior
• Buyer decision process
• Time of adoption of innovation
• Characteristics of business market
• Participants in the business buying process
5
Part 3 Market Segmentation
Targeting & Positioning
(Chater7)
Main contents:
Segmentation
Targeting
The concept of
market targeting
The concept of
market Segmentation
Major segmentation
variables
Evaluating market
segment
Selecting target
market segement
Requirements for
effective segmentation Target marketing
strategies
Positioning
The concept of
Market position
Identifying and
choosing competitive
Advantages
Selecting position
strategies
6
Part 4 Product Strategy
(Chater8-Chapter9)
Main contents:
• Product concept & product lever
• Product classification
• Individual product decisions:
product attributes; branding strategies
• Product mix decision
• Service marketing
• New product development
• Product life-cycle
7
Part 5 Pricing strategy
(Chater10-Chapter11)
Main contents:
• Factors affecting price decision
cost , types of markets, price elasticity
• Pricing approaches
• Pricing strategies
• Price changes
8
Part 6 Placing Strategy
(Chater12-Chapter13)
Main content:
• Distribution channel concept and functions.
• Vertical Marketing System(VMS) and its types.
• Horizontal & Hybrid Marketing System.
• Channel design decisions.
• Channel management decisions.
• Logistics & supply chain management
• Concepts of retailing and wholesaling.
• Major types of retailers & wholesalers.
9
Part 7 Promotion Strategy
(Chater14-Chapter16)
Main contents:
•
•
•
•
•
•
•
Integrated marketing communications
Elements in the communication process.
Steps in developing effective communication
Factors in setting the promotion mix.
Push versus Pull promotion strategy.
Direct marketing and Direct sales.
Promotion strategies mix
advertising, sales promotion, public relations,personal
selling.
10
Part 8 Customer Relationship management
(Chater1)
Main content:
•
•
•
•
•
•
The concept of Customer Relationship Management
Customer perceived value.
Customer delivered value.
Customer lifetime value
Customer satisfy & Customer loyalty.
Customer equity.
• Relationship marketing
11