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西南财经大学天府学院教案TIANFUCOLLEGEOFSWUFE西南财经大学天府学院教案任课教师：柳玉寿课程名称：PrinciplesofMarketing市场营销任课班级：2013级市场01班2012级国贸01班授课时间：2014-2015-1学期西南财经大学天府学院教务处制教案编号：01章,节IntroductionofthecourseandstudymethodsChapter1:definingmarketingforthe21stcentury1.Introduction2.WhatIsMarketing?3.Marketingdefined授课方式LecturingDiscussion教学目的Byendthischapter,studentsshouldbeunderstandthisconcepts:Definemarketingandoutlinethestepsinthemarketingprocess.Explaintheimportanceofunderstandingcustomersandthemarketplace,andidentifythefivecoremarketplaceconcepts.Identifythekeyelementsofacustomer-drivemarketingstrategyanddiscussthemarketingmanagementorientationsthatguidemarketingstrategy.教学重点Studentsshouldfocusonunderstandingthecontent:1.Choosingavalueproposition2.Marketingmanagementorientations3.Contrastthefollowingtwomarketingmanagementorientations:“TheSellingConcept”and“TheMarketingConcept.”Canyounameamarketormarketcategorywhere“TheSellingConcept”isstillthemostpopularmarketingmanagementorientation?4.Howisyourcollegepositionedinthemarketplace?教学难点Thefocusofthestudentsunderstandthedifficultcontent:1.Howtochoosingavalueproposition2.WhatisMarketingmanagementorientations3.HowtobuildingCustomerRelationships时间分配教学内容15mins15mins15mins15mins15mins15mins15mins15mins15minsThischapterdiscussestheconceptsofcustomervalueandsatisfaction.Buildingonthisknowledge,isitlogicaltoassumethatifyouincreasetheperceivedcustomervalueforaproductthatthereisacorrespondingincreaseincustomersatisfaction?Underwhatconditionsmightthisnotoccur?ManypeoplehavepurchasedbooksthroughAmazon.com.Certainly,thebookpurchasedisimportant,butdescribethecompletemarketingofferofAmazon.com.Whatservices,information,orexperiencesareincluded?ChapterOverviewMarketingis
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