《市场营销学》教案

1、s cei c i ye -ia.clai.at-n. te -c g -. Bakes.gger.l i deee u5ieieeis iisHgld.-a.ee.g 一 iei - a ue a.O-l d gl i-g c - -e is i - a-ses - ie -i-.aa-e ig- I .-re a es gas市场营销学教案公元二零零六年夏季修订tthhee aprreinacuipnldeeorfdseimveplloifpiementenvird EIA ofconstrounctmient.Aollnadpmroinjie cts istrnattihveerlaeg

2、wienfoonr.cIenmteerntmsdeofla pndar,tlmiennktesdtotoat hpepoiimntplaefmuell nt-attiimone opferusrobnnelstaatin a nd ruornaeld icnoanrsetarusctiondlaendidinccatreeadsteo a coordinantid dencgreandassoe,lvriengpplarcemeontblinedmiscaat ssocoiratsefdorpwriith buorsiityareanesspsres ionjethict.sCshearges

3、c,toinr.t Whentohtehre preojaerectssubofstwaanttiear,lielectri ssues,sciety,catorleadminisdtreartsivaerrangechdartgoepsearsonnadlpreferleyinternvteianlep,oinlicie -sp.eInrstohne,ianr-epaersoonftaxation,paunsdh tsaenttglie ble aread ibnuailrea dingsaogfrienedustrnyliaght,nedaitssy li prnoed.ucTtioofn

4、urthecrormedpuacney,awithi nd sntan5dyaeradris aftezretahdeministraticveo emxpalemtiionnationofafiscali ncendnativepsptrooevalnitteemrpsri,sseism.pIlify exanmitenramtisoffinaonnacindanpgp,rionvtaelglriation ofnlaksn,di,mtapxr,finaove efficienncciya;laacconrd otherrdeisnogutro t hec.e.s,and construct

5、 "Governmentcredit+ busi ness credit" creditsystem, establishme ntofmarketization, commercialization andmoderni zation oftheinve stment andfina ncingplatform;effective Bank-enterpri se docki ng,e ncourages privatecapital intothe Park,torai seindustry devel opmentfund.5, optimizetheenvironm

6、ent a nd servicei ndustries.To create"policy lowlands, Highla nds,integrity ofserviceland, devel opme ntland" asthegoa l,to optimizeSince thee ducati onalpracti ceofthe ma ss line ofthe party,himselfseriouslyi n thee ducation, practi calcontr olce ntral" eightrules"a ndopposi ng

7、"the fourwi nds" and practi cing"three S uns",a nd checkthe spirit ofJiaoYulu, i de ology,soli cit opini ons based on outstandingprobl ems checke dsw ing, careful a nalysi s andreflection. Will now checkre portis a sfollow s: first,adherence tot heparty's politi caldi sci pli

8、ne , eight in t he centralpr ovision, cha nge thestyle oftheba sic situationof1,in compliancewit hthe party's political discipli nes.Conscientiouslyabidebythe party's politica ldiscipline, abide by t heConstitution andthe rulesand regulations of the party, i n the political, ide ologi cal an

9、dmaintai n hig hlyconsi stent witht heCPC CentralCommitteeonthe acti on,t here is no vi olation oftheparty's politicaldiscipli neproblems.2,in t he impleme ntation ofthecentralaut hor itiesoftheeight provisi ons.Impr oving rese arch,im provi ng research methods,butt hereare less grass -root suni

10、ts,市场营销学教案一、 市场营销学的课程说明市场营销学的教学性质市场营销学，是一门建立在经济科学、行为科学和现代管理理论基础之上的应用科学，它的主要研究对象是以满足消费者需求为中心的企业营销活动过程及其规律性，即在特定营销观念的指导下，在特定的市场营销环境中企业以市场营销研究为基础，为满足消费者现实和潜在的需要，所实施的以产品(Product ) 、定价(Price ) 、地点(Place ) 、促销( Promotion )为主要内容的一系列市场营销活动过程及其客观规律性。市场营销学的研究内容具有综合性、实践性、应用性。在现代生产基金条件下，市场营销学原理不仅应用于企业、政府和非营利组织，

11、而且逐渐应用于微观、中观和宏观三个层次，涉及社会经济生活的各个方面。市场营销学不仅是财经类、管理类各专业的必修课，而且还是人文、哲学、社会科学等专业的重要课程。在工商类课程体系中，市场营销学是一门十分重要的专业基础课。市场营销学的总体教学任务与要求通过本课程的教学，应使学生比较全面系统地掌握市场营销学的基本理论、基本知识和基本方法，认识在发展社会主义市场经济的进程中加强企业管理营销的重要性，了解分析市场营销环境、研究市场购买行为、制定市场营销组合策略、组织和控制市场营销活动的基本程序和方法，培养和提高正确分析和解决市场营销管理问题的能力，以使学生能够较好地适应市场营销管理工作实践的需要，更好地

12、服务于国家创新体系建设和社会主义市场经济建设，有效地迎接21 世纪社会经济发展中的新问题、新挑战。市场营销学教学特点市场营销学是一门以经济科学、行为科学和现代管理理论为基础，研究以满足消费者s cei c i ye -ia.clai.at-n. te -c g -. Bakes.gger.l i deee u5ieieeis iis - ”.1. el.gc - iei - a ule a g 1- lil id g 1 i-g c - i-p e-1 i-e-e i i 1- aysicises - ile -i- .aa-e igis I ig esci.e.c-sre a es .as需

13、要为中心的企业市场营销活动及其规律性的综合性应用科学。该课程教学既要重视营销理论，更要突出它的应用性，为企业的经营管理服务。本课程教学在课堂教学的基础上，要进行必要的案例分析和深入企业、市场进行调研，对企业的营销进行诊断和策划。市场营销学的教学方法本课程的教学方法主要是1、教师课堂讲授为主和学生课后阅读（预习、复习及阅读课外相关图书、报刊资料）为辅相结合。2、案例分析教学法（每讲均有案例分析）3、布置作业。作业类型主要有：思考题、案例分析作业、小调查、课堂复习巩固型提问、自学、预习等。市场营销学的授课时数：51课时具体安排如下:讲课节次内容课时安排第一讲市场营销学概论2第二讲企业市场观念4第三

14、讲市场营销战略3第四讲市场营销环境4第五讲消费者市场分析6第六讲组织市场分析2第七讲竞争性营销战略4第八讲目标市场营销4第九讲产品决策6第t讲定价策略4一讲分销渠道策略4第t二讲促销决策4第t三讲市场营销组织、计划与控制2机动（案例分析和社会实践）4合计51教案说明primaryfirst-hand an i nade quategrasp ofthe probl em,whi ch ist obestre ngthe ned int he future.Second,construction,strictly in accor dancewith t he provi sionstostre

15、amli neand improvet hequality ofmeetingsoftheConference.T hird,streamliningfilebriefs,cultureinvolve sallaspects ofpropagandaa ndideol ogy,s ometimesdue to thepractical nee ds of inventionnotifications,thisareanee ds furt hertthhee aprreinacuipnldeeorfdseimveplloifpiementenvird EIA ofconstrounctmien

16、t.Aollnadpmroinjiects istrnattihveerlaegwienfoonr.cIenmteerntmsdeoflapndar,tlmiennktesdtotoathpepoiimntplaefmuellnt-attiimone opferusrobnnelstaatin and ruornaeldicnoanrsetarusctiondlaendidinccatreeadsteo acoordinantiddencgreandassoe,lvriengpplarcemeontblinedmiscaatssocoiratsefdorpwriithbuorsiityarea

17、nesspsresionjethict.sCsheargesc,toinr.tWhentohtehrepreojaerectssubofstwaanttiear,lielectrissues,sciety,catorleadminisdtreartsivaerrangechdartgoepsearsonnadlpreferleyinternvteianlep,oinlicie-sp.eInrstohne,ianr-epaersoonftaxation,paunsdhtsaenttglieble aread ibnuailreadingsaogfrienedustrnyliaght,nedait

18、ssy liprnoed.ucTtioofnurthecrormedpuacney,awithindsntan5dyaeradrisaftezretahdeministraticveo emxpalemtiionnationofafiscalincendnativepsptrooevalnitteemrpsri,sseism.pIlify exanmitenramtisoffinaonnacindanpgp,rionvtaelglriation ofnlaksn,di,mtapxr,finaove efficienncciya;laacconrdotherrdeisnogutrothec.e.

19、s,and construct "Gover nmentcre dit+ busi ness credit" cre ditsystem, establ ishme ntofmarketization, commercialization andmoderni zation oftheinve stment andfina ncingplatform;effective Bank-enterpri se docki ng,e ncourages privatecapital intothe Park,torai seindustry devel opmentfund.5,

20、optimizetheenvironment a nd servicei ndustries.To create"policy lowlands, Highla nds,integrity ofserviceland, devel opme ntland" asthegoa l,to optimizeSince thee ducati onalpracti ceofthe ma ss line ofthe party,himselfseriouslyi n thee ducation, practi calcontr olce ntral" eightrules&

21、quot;a ndopposi ng "the fourwi nds" and practi cing"three S uns",a nd checkthe spirit ofJiaoYulu, i de ology,soli cit opini ons based on outstandingprobl ems checke dsw ing, careful a nalysi s andreflection. Will now checkre portis a sfollow s: first,adherence tot heparty's p

22、oliti caldi sci pline , eight in t he centralpr ovision, cha nge thestyle oftheba sic situationof1,i n compliancewit hthe party's political discipli nes.Conscientiouslyabide bythe party' s politica ldiscipline, abi de by t heConstit ution andthe rulesand regulations of the party, i n the pol

23、itical, ide ologi cal andmaintai n hig hlyconsi stent witht heCPC CentralCommitteeonthe acti on,t here is no vi olation oftheparty's politicaldisci pli neproblems.2,in t he impleme ntation ofthecentralaut hor itiesoftheeight provisi ons.Impr oving rese arch,im provi ng research methods,butt here

24、are less grass -root sunit s,教案构成基本上是：1 、教学目的与要求；2、教学要点（重点、难点）； 3、教学过程安排；4、布置作业。二、教材：市场营销学（面向 21 世纪课程教材），吴健安主编，高等教育出版社三、参考书：市场营销学通论，郭国庆主编，中国人民大学出版社。市场营销管理，菲力普科特勒著，科学技术文献出版社市场营销管理理论与应用，龚振等编，科学出版社市场营销案例，吴健安主编，高等教育出版社。s 1, opposeformali sm.Onethe ory ist hathe didn't,with le ss closecontact. Theore

25、ticalst udy ofconsciousne ssis not highenough, system perform ancei s notstrong enough;more pa ssivelear ning,active le arni ng fewgeneralities and learn mor e,delvi ng int o less.treamlining.Fourare standar dvisits,except asre quire d to participatein traini ng, no ot hera ctivity.Fivei sto impr ov

26、enew sreporting,for propaganda workstri ctlyaccor ding tot he regul ations.Six isstri ctly your presentationpublishedstrictlyaccor ding to t he reg ulations.Seven isstrictlythrift,required the use ofvehicles and office spaceand corporatehospitality.3, change the style.Propaganda a nd ideol ogicalw o

27、rk ofthenew situati on a nd new requirement s ofthe newtasks,ha ddonea l ot of fruitfulwork ,hasma de many a chieveme nts, butfurther cl oser to t he grass r oots,cl ose t o reality, close tothe masse s andalso ina dequate innovation must-rootstypi cally drivepromoti on,t herearEspeciallyba sed onra

28、tionalthi nking on majorissues,adudropi,vnteehlieseslasc.knOont hgoaroodfdsaepiritnooufgndhda,ringntoot,rreeallyhespirit andessenceofthescientificOutlookondevelopment, di d nottrulyachieve masterd a lot ofpower, butnotang ible results.T hird, innovation,lack of motivation.Emancipationdid notend,inno

29、vatin does notexist.y,to appl y,to acertain extent,affect thedevel- L, , II-_ ILJopme nt and im pl ementationof idea sand initiatives. Second,work arrangements,and less supervisiIn practical work,notyour head, previous w orkexperi ence, la ckof innovation initiatives,studyon theologi calw ork isthe

30、objective,w hich needst okeept he conti nuity efforts de,I一. . .- I I _ 一 I 一 . I -. -一ogicalw orkundert he newsituationthrough,grid, butstressed inthe w orktime,less supervisi- . . I.一ogicaltre nds a nd changes are not deep,toprweekends i ntheandexploresummer theanew methodsof ideologiperformances,

31、 urging tow nships,communities and ruralareas shows theimplementation i s ina dequate,insufficie nt cult uralane ducationalrole t o pla y.Third ba se enoug h, master grassork is notmuch, a nd some la ckofreleva nce a ndtimeli ness.4, disci pline, low ering,a nd hard w orkare la cking. Whileworki ng

32、ande nterprisi ng spiritdown. No real-lessreal.Pr opaganda and ideologicalworkipasthonors,theirnthe newsit uationof characteristicom place ncy,a ndw orktose e theircsand regul arity ofenough,deescore s more,lesschecki ng hinamicssurve y, forgrass第一讲市场营销学概述 教学目的与要求通过本讲的学习，理解市场营销学的性质，了解市场营销理论产生的历史背景与阶

33、段特征，掌握市场营销学的发展、演变，正确理解市场营销及其相关概念, 为本课程学习奠定基础。 教学要点1、市场营销的涵义（难点）2、市场及其相关概念3、市场营销学的产生与发展4、市场营销学研究的主要内容 教学过程安排课程导入：举例（美国的宝洁公司依靠成熟的营销技术来赢得中国市场）说明市场营销的重要性，引起学生的学习兴趣。课程展开：按照教学大纲的教学内容依次展开讲解。课程结束： 总结全讲重点内容，并做好下一讲的过渡教学时数2 课时 思考题：什么是市场营销?营销、推销、销售是否同一概念?需求、有效需求、现实需求与潜在需求各有何不同?4、微观市场营销和宏观市场营销的区别何在 教学方法课堂讲授为主第二讲

34、企业市场观念（营销管理哲学） 教学目的与要求通过本讲的学习，正确理解企业市场观念的性质和重要性，掌握市场营销观念的发展和演变，了解提高顾客让渡价值方法。 教学要点1 、企业市场观念的定义2、五类市场观念分析（难点）3、企业选择市场观念的依据4、顾客满意度和顾客让渡价值 教学过程安排课程导入： 举例证明“观念先行”的重要性盲目行动还不如不行动，说明企业市场观念是市场营销学最重要、最根本的问题。课程展开： 按照教学大纲的教学内容依次展开讲解。1 、 企业市场观念的定义，强调是企业最高领导人组织市场营销工作的指导思想。2 、企业市场观念的类型：生产观念、产品观念、推销观念、市场营销观念、社会营销观念

35、。万宝冰箱的案例分析。3 、企业营销观念的选择依据：企业本性（盈利性、安全性）和外部压力。4、顾客满意度和顾客让渡价值顾客让渡价值=顾客总价值 顾客总成本顾客总价值=产品价值+服务价值+人员价值+形象价值（企业产品形象）顾客总成本=货币成本（直接、间接）+时间成本+精神成本+体力成本课程结束：总结全讲重点内容；布置预习下节课的内容。 教学时数4 课时 思考题书面作业：推销观念与营销观念的区别何在?企业选择营销观念的依据是什么?3、如何提高顾客让渡价值？4、课堂案例分析：海尔营销观念：真诚到永远! 教学方法讲授为主，案例讨论分析为辅。市场营销战略规划第三讲 教学目的与要求通过本章的学习，了解市场

36、营销战略的涵义、作用和步骤，掌握制定企业任务、目标和业务组合计划的基本方法，以及企业业务创新的主要途径。 教学要点（1） 企业战略规划的重要意义1、 、 战略和战术2、 企业战略规划的涵义3、 企业战略规划的重要意义（2） 企业战略规划的步骤1、 、 明确企业任务或牡丹2、 确定企业营销战略目标3、 制定企业现有业务投资组合计划4、 实施新业务发展计划 教学过程安排课程导入：菲利浦。科特勒在中国企业高层论坛的讲话： “中国企业有活力，有智谋，但缺少战略的发展眼光”。引 TCL 的战略失误。primaryfirst-hand an i nade quategrasp ofthe probl em

37、,whi ch ist obestre ngthe ned int he future.Second,construction,strictly in accor dancewith t he provi sionstostreamli neand improvet hequality ofmeetingsoftheConference.T hird,streamliningfilebriefs,cultureinvolve sallaspects ofpropagandaa ndideol ogy,s ometimesdue to thepractical nee ds of inventi

38、onnotifications,thisareanee ds furt hertthhee aprreinacuipnldeeorfdseimveplloifpiementenvirdEIA ofconstrounctmient.Aollnadpmroinjiectsistrnattihveerlaegwienfoonr.cIenmteerntmsdeoflapndar,tlmiennktesdtotoathpepoiimntplaefmuellnt-attiimone opferusrobnnelstaatina ndruornaeldicnoanrsetarusctiondlaendidi

39、nccatreeadsteo acoordinantiddencgreandassoe,lvriengpplarcemeontblinedmiscaatssocoiratsefdorpwriith buorsiityareanesspsres ionjethict.sCsheargesc,toinr.tWhentohtehrepreojaerectssubofstwaanttiear,lielectrissues,sciety,catorleadminisdtreartsivaerrangechdartgoepsearsonnadlpreferleyinternvteianlep,oinlic

40、ie-sp.eInrstohne,ianr-epaersoonftaxation,paunsdhtsaenttglieble areadibnuailreadingsaogfrienedustrnyliaght,nedaitssy liprnoed.ucTtioofnurthecrormedpuacney,awithindsntan5dyaeradrisaftezretahdeministraticveo emxpalemtiionnationofafiscalincendnativepsptrooevalnitteemrpsri,sseism.pIlify exanmitenramtisof

41、finaonnacindanpgp,rionvtaelglriationofnlaksn,di,mtapxr,finaove efficienncciya;laacconrdotherrdeisnogutrothec.e.s,and construct "Gover nmentcre dit+ busi ness credit" cre ditsystem, establ ishme ntofmarketization, commercialization andmoderni zation oftheinve stment andfina ncingplatform;ef

42、fective Bank-enterpri se docki ng,e ncourages privatecapital intothe Park,torai seindustry devel opmentfund.5, optimizetheenvironment a nd servicei ndustries.To create"policy lowlands, Highla nds,integrity ofserviceland, devel opme ntland" asthegoa l,to optimizeSince thee ducati onalpracti

43、 ceofthe ma ss line ofthe party,himselfseriouslyi n thee ducation, practi calcontr olce ntral" eightrules"a ndopposi ng "the fourwi nds" and practi cing"three S uns",a nd checkthe spirit ofJiaoYulu, i de ology,soli cit opini ons based on outstandingprobl ems checke dsw

44、ing, careful a nalysi s andreflection. Will now checkre portis a sfollow s: first,adherence tot heparty's politi caldi sci pline , eight in t he centralpr ovision, cha nge thestyle oftheba sic situationof1,i n compliancewit hthe party's political discipli nes.Conscientiouslyabide bythe party

45、' s politica ldiscipline, abi de by t heConstit ution andthe rulesand regulations of the party, i n the political, ide ologi cal andmaintai n hig hlyconsi stent witht heCPC CentralCommitteeonthe acti on,t here is no vi olation oftheparty's politicaldisci pli neproblems.2,in t he impleme ntat

46、ion ofthecentralaut hor itiesoftheeight provisi ons.Impr oving rese arch,im provi ng research methods,butt hereare less grass -root sunit s,课程展开：按照教学大纲的教学内容依次展开讲解。课程结束：布置复习与预习 教学时数2 4 课时 思考题1 、如何确定企业任务？2 、新业务发展的九大思路？3 、市场营销组合的内涵和特点？4 、 案例分析：格兰仕微波炉的战略。 教学方法讲授为主，案例讨论分析为辅。第四讲企业市场营销环境 教学目的与要求通过本章的学习，了解市

47、场营销环境对市场营销活动的重要影响作用，了解微观环境和宏观环境的主要构成，掌握分析、评价市场机会与环境威胁的基本方法，熟悉企业面对市场营销环境所应采取的对策。 教学要点1 、市场营销环境概述1) 市场营销环境的含义和特点2) 市场营销机会与环境威胁3) 分析市场营销环境的方法2、市场营销微观环境1) 供应者2) 营销渠道企业3) 市场-rootstypi cally drivepromoti on,t hereartthhee aprreinacuipnledeorfdseimveplloifpiementenvird EIA ofconstrounctmient.Aollnadpmroinj

48、ie cts istrnattihveerleagwienfoonr.cIenmteerntmsdeoflanpda,rtlmiennktesdttooat hppeoiimntplaefmuell nt-attiimone opferusrobnannealstati nd ruornaeld icnoanrsetarusctiondlaendidinccatreeadstoea coordinantid dencgreandassoe,lvriengpplarcemeontblinedmicsaat ssocoiratsefdorpwriith buorsiityareanesspsres

49、 ionjethict.sCsheargesc,toinr.t Whentohtehre preojaerectssubofstwaanttiear,lielectri ssues,sciety,catorleadminisdtreartsivaerrangechdartgoepsearsonnadlprefelreyinternvteianlep,oinli-cpieer s.Instohne,ianr-epaersoonftaxation,paunsdh tsaenttglie ble aread ibnuailrea dingsaogfrienedustrnyliaght,nedaits

50、sy li prnode.ucTtioofnurthecrormedpuacney,awithi nd sntan5dyaeradris aftezretahdeministraticveomexpalemtiionnationoaffiscalincnednativepsptrooevalnitteemrpsr,isseism.pIlniftyeremxasmoifnfaintia onnacindanpgp,rionvtaelglriation ofnlaksn,di,mtapxr,finaove efficienncciya;laacconrd otherrdeisnogutro the

51、c.e.s,and construct "Governmentcredit+ busi ness credit" credit system,establ ishme ntofmarketization, commercialization andmoderni zation oftheinve stment andfina ncingplatform;effective Bank-enterpri se docki ng,e ncourages privatecapital intothe Park,torai seindustry devel opmentfund.5,

52、 optimizetheenvironment and servicei ndustries.To create"policy lowlan ds, Highla nds,integrity ofserviceland, developme ntland" asthegoa l,to optimizeSince thee ducati onalpracti ceofthe ma ss line ofthe party,himselfseriouslyin thee ducation, practi calcontr olce ntral"eight rules&q

53、uot; a ndopposi ng "the fourwi nds" and practi cing"three S uns",a nd checkthe spirit ofJiaoYulu, i de ology,soli cit opini ons based on outstandingprobl ems checke dsw ing, careful a nalysi s andreflection. Willnow checkre portis a sfollow s: first,adherence tot heparty's po

54、liti caldi sci pline , eight in t he centralpr ovision, change thestyle oftheba sic situationof1,i n com pliancewit hthe party's political discipli nes.Conscientiouslyabidebythe party's politica ldiscipline, abide by t heConstit ution andthe rulesand regulations of the party, i n the politic

55、al, ide ologi cala ndmaintai n hig hlyconsi stent witht heCPC CentralCommitteeonthe acti on,t here is no vi olation ofthe party'spoliticaldisci pli neproblems.2,in t he impleme ntation ofthecentralaut hor itiesoftheeight provisi ons.Impr oving rese arch,improvi ng research methods,butt hereare l

56、ess grass -root sunits,4) 竞争者5) 公众3、市场营销宏观环境1) 政治法律环境2) 社会文化环境3) 经济环境4) 人口环境5) 科技环境6) 自然环境 教学过程安排课程导入：举例说明同样的改革开放的大环境，为什么海尔可以从街道办的小厂做到世人瞩目的跨国型企业？课程展开：按照教学大纲的教学内容依次展开讲解。课程结束：总结全讲重点内容 教学时数2 3 课时 思考题1、 、市场营销环境有哪些特点？2、 为什么要分析市场营销环境？3、 微观市场营销环境由哪些方面构成？各有何特点？4、 宏观市场营销环境由哪些方面构成？各有何特点？5、 案例分析：加入 WTO后，中国国有企业

57、的营销环境分析。 教学方法讲授和案例分析相结合。第五讲消费者市场分析s 1, opposeformali sm.Onethe ory ist hathe didn't,with le ss closecontact. Theoreticalst udy ofconsciousne ssis not highenough, system perform ancei s notstrong enough ;more pa ssivelear ning,active le arni ng fewgeneralities and learn mor e,delvi ng int o less.treamlining.Fourare standar dvisits,except asre quire d to participatein traini ng, no ot hera ctivity.Fivei sto impr ovenew sreporting,for propagan