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物流與采購人員市場營銷課程

Section 1 Definitions of marketing and the marketing concept定義市場與市場概念
1. Definitions of marketing定義市場
2. marketing orientation市場方向
3. the marketing mix-4P  市場的混合-4P  
4. relationship between marketing and other functions市場與其它功能部門關(guān)系
5. case study 案例分析

Section 2  Relationship marketing關(guān)系市場
1. relationship marketing vs transactional marketing關(guān)系市場與交易市場
2. relationship networks關(guān)系網(wǎng)絡(luò)
3. customer relationship客戶關(guān)系
4. supplier relationship供應(yīng)商關(guān)系
5. intermediary relationship中間人關(guān)系
6. stakeholder relationship利益相關(guān)者關(guān)系
7. employee relationship員工關(guān)系
8. case study案例分析

Section 3  the external environment and its impact on marketing decisions外部環(huán)境及其對市場決策的影響
1. marketing and the external environment市場與外部環(huán)境
2. macro factors宏觀因素
3. micro factors微觀因素
4. case study案例分析

Section 4  Consumer buying behaviour消費(fèi)者購買行為
1. buying behaviour購買行為
2. consumer buying motoives消費(fèi)者購買動機(jī)
3. the consumer decision process消費(fèi)者決定流程
4. participants in the consumer decision process參與消費(fèi)者采購決策
5. factors influencing the decision process影響決策因素
6. case study案例分析

Section 5  organizational buying behaviour組織采購行為
1. characteristics of industrial markets工業(yè)品市場特征
2. the organizational buying process組織采購行為
3. participants in the organizational buying process參與組織采購流程
4. influences on the organizational buying process影響組織采購流程
5. case study案例分析

Section 6  the target marketing process目標(biāo)市場流程
1.target marketing目標(biāo)市場
2. bases for segmenting industrial markets細(xì)分工業(yè)品市場的基礎(chǔ)
3. targeting目標(biāo)
4. Positioning定位
5. case study案例分析

Section 7  marketing research and the marketing research process市場調(diào)查研究與市場研究流程
1. the marketing research process市場調(diào)查流程
2.types of data市場數(shù)據(jù)的類型
3. secondary research primary research次調(diào)查與主調(diào)查
4. Experimentation實(shí)驗(yàn)法
5. sampling市場抽樣
6. test marketing測試市場
7. the marketing information system(MkLS)市場管理信息系統(tǒng)
8. case study案例分析

Section 8  the product產(chǎn)品
1. the dimensions of a product產(chǎn)品尺寸
2. consumer products消費(fèi)類產(chǎn)品
3. industrial products工業(yè)品
4. the product life cycle(PLC)產(chǎn)品生命周期
5. the Boston consulting group matrix(BSG)波士頓顧問矩陣
6. case study案例分析

Section 9  product planning and new product development產(chǎn)品計(jì)劃與新產(chǎn)品開發(fā)
1.the Ansoff matrix安索夫矩陣
2. new product development(NPD)新產(chǎn)品開發(fā)
3. case study案例分析

Section 10  planning and packaging considerations計(jì)劃與包裝的考慮
1.branding品牌
2.developing a brand strategy開發(fā)品牌戰(zhàn)略
3. advantage and disadvantage of branding品牌的利與弊
4.branding strategies品牌戰(zhàn)略
5. brand names品牌名稱
6. branding in the industrial sector工業(yè)品牌
7. the purpose of packaging包裝目的
8. case study案例分析

Section 11  pricing decisions價格決策
1.approach to pricing定價方法
2. demand-based pricing需求定價法
3. cost-based pricing成本定價法
4. market-based pricing市場定價法
5. pricing strategies定價戰(zhàn)略
6. pricing tactics定價策略
7. price formulate and tendering價格計(jì)算公式與投標(biāo)
8. case study案例分析

Section 12  distribution systems 配送系統(tǒng)
1. distribution defined配送的定義
2. channels of distribution配送渠道
3. channel intermediaries渠道中間人
4. direct marketing直接市場營銷
5. channel selection strategy渠道選擇戰(zhàn)略
6. case study案例分析

Section 13  promotion市場推廣
1. the role of promotion市場推廣的角色
2. the promotional mix市場推廣矩陣
3. balancing elements of the promotional mix市場推廣矩陣的平衡因素
4. push vs pull推與拉模式
5. promotional planning市場推廣計(jì)劃
6. case study案例分析

Section 14  the sales function銷售職能
1. the role of personal selling個人銷售的角色
2. the role of the sales force銷售團(tuán)隊(duì)的角色
3. the size of the sales force銷售團(tuán)隊(duì)的大小
4. sales force organization銷售團(tuán)隊(duì)的組織
5. control and evaluation of sales force performance控制與評估銷售團(tuán)隊(duì)的績效
6. motivating the sales force銷售團(tuán)隊(duì)的激勵
7. case study案例分析

Section 15  the marketing of services服務(wù)市場營銷
1. the service economy服務(wù)經(jīng)濟(jì)
2. the growth of the service economy服務(wù)經(jīng)濟(jì)的發(fā)展
3. characteristics of services服務(wù)的特征
4. the marketing mix for services服務(wù)市場矩陣
5. case study案例分析

Section 16  not-for-profit organizations非盈利性組織
1. not-for-profit organization非盈利性組織
2. types of market for not-for-profit organizations非盈利性組織市場類型
3. why do not for profit organizations need marketing?為何非盈利性組織需要市場營銷
4. the target marketing目標(biāo)市場
5. the marketing mix市場矩陣
6. case study案例分析

Section 17  international marketing(1)國際市場(I)
1. reasons for marketing goods internationally國際市場營銷的原因
2. macro trends encouraging international trade宏觀趨勢鼓勵國際貿(mào)易
3. the international marketing environment國際市場環(huán)境
4. barriers to international trade國際貿(mào)易的障礙
5. international market entry strategies國際市場進(jìn)入戰(zhàn)略
6. criteria for selecting suitable international market entry strategies選擇合適的國際市場準(zhǔn)入戰(zhàn)略標(biāo)準(zhǔn)
7. case study案例分析

Section 18  international marketing(2) 國際市場(2)
1. managing the international marketing mix管理國際市場矩陣
2. product management產(chǎn)品管理
3. pricing定價
4. Promotion市場推廣
5. international marketing strategy國際市場戰(zhàn)略
6. case study案例分析

Section 19  marketing planning市場計(jì)劃
1. the marketing planning process市場計(jì)劃流程
2. mission and corporate objectives使命與企業(yè)目標(biāo)
3.marketing audit市場審核
4. SWOT analysis優(yōu)、劣勢機(jī)會威脅分析
5. Assumptions假設(shè)
6. Marketing objectives市場目標(biāo)
7. segmentation市場細(xì)分
8. targeting and positioning目標(biāo)與定位
9. marketing mix strategy市場營銷混合戰(zhàn)略
10. resource allocation and implementation資源分配與實(shí)施
11. control and review控制與回顧
12. case study案例分析

Section 20  case study
1. case study

物流與采購人員市場營銷課程