《市场营销 Marketing Management》(双语)CONTENTS

Marketing management assistant material MARKETING MANAGEMENT Brief edition College of economics trade, NAU Feb.2003
Marketing Management Assistant Material MARKETING MANAGEMENT: Brief Edition College of Economics & Trade, NAU Feb. 2003

CONTENTS 1. Marketing Marketing Concept 1.1 Definitions of Marketing 1.2 The Philosophy Marketing and the Marketing Concept. 2 2 Environment 2. 1 The Marketing environment 2.1.1 the micro-environment 2.1.2 the macro-environment; 2.1.3 the internal environment 2.2 SWOT Analysis SWOTAnalysis- EXercise: Highly Brill Leisure Center. 456 2.3 Five Forces Analysis 2.3.1 the threat of entry; 2. 3. 2 the power of buyers; 2.3.3 the power of suppliers; 2.3.4 the threat of substitutes; 2.3.5 competitive rivalry Exercise: The market foron-line education 2. 4 PEST Analysis 2.4.1 political factors; 2.4.2 economic factors; 2.4.3 socio-cultural factors; 2.4. 4 technological factors Malaysia -Exercise PESTAnalysis 10 2.5 Marketing research 5.1 the marketing research process 2.5.2 sources of data-primary13 and secondary, 2.5.3 primary research; 2.5. 4 Secondary Research; Marketing Research: Puerto Vallarta Autos
CONTENTS 1. Marketing & Marketing Concept 1 1.1 Definitions of Marketing 1 1.2 The Philosophy Marketing and the Marketing Concept. 2 2. Environment 3 2.1 The Marketing Environment 3 2.1.1 the micro-environment; 2.1.2 the macro-environment; 2.1.3 the internal environment 3 2.2 SWOT Analysis 4 SWOT Analysis - Exercise: Highly Brill Leisure Center. 5 2.3 Five Forces Analysis 6 2.3.1 the threat of entry; 2.3.2 the power of buyers; 2.3.3 the power of suppliers; 2.3.4 the threat of substitutes; 2.3.5 competitive rivalry 7 Exercise: 'The market for on-line education' 8 2.4 PEST Analysis 8 2.4.1 political factors; 2.4.2 economic factors; 2.4.3 socio-cultural factors; 2.4.4 technological factors 9 Malaysia - Exercise PEST Analysis 10 2.5 Marketing Research 12 2.5.1 the marketing research process; 2.5.2 sources of data - primary and secondary; 2.5.3 primary research; 2.5.4 Secondary Research; 13 Marketing Research: Puerto Vallarta Autos 18

3 MARKETING PLANNING 3.1 Segmentation Segmentation EXercise: Music industry 0 3.2 Targeting 21 3.3 Positioning Exercise- Positioning-UK Grocery Retail 3.4 Objective Setting 26 3.5 Strategies 27 3.6 Marketing plans Stage One-Situation Analysis; Stage Two-Set marketing Stage Three-Describe your target market; Stage Four-Marketing Tactics; Stage 28 Five- Control Exercise: Case Study- Counseling on the Internet. A new innovation 3.7 Marketing Control 30 3.8 Internal Marketing EXercise: Casey Brothers Insurance(CB/) goes to Las Vegas 4 MARKETING STRATEGY 4.1 Ansoff's Matrix- Planning for Growth 35 Ansoff s matrix Exercise Colorado ricardo mountain 36 Bikes
3. MARKETING PLANNING 19 3.1 Segmentation 19 Segmentation Exercise: Music industry 20 3.2 Targeting 21 3.3 Positioning 23 Exercise - Positioning - UK Grocery Retail 25 3.4 Objective Setting 26 3.5 Strategies 27 3.6 Marketing plans 28 Stage One - Situation Analysis; Stage Two - Set marketing ; Stage Three - Describe your target market; Stage Four - Marketing Tactics; Stage Five - Control 28 Exercise: Case Study - Counseling on the Internet. A new innovation 30 3.7 Marketing Control 30 3.8 Internal Marketing 32 Exercise: Casey Brothers Insurance (CBI) goes to Las Vegas 34 4. MARKETING STRATEGY 35 4.1 Ansoff's Matrix - Planning for Growth 35 Ansoff’s Matrix Exercise: Colorado Ricardo Mountain Bikes. 36

4.2 The boston matrix Problems with the boston matrix 38 Boston Matrix EXercise: Manor Way Tools 38 4.3 The Strategy Clock: Bowman's Competitive Strategy 3 Options 4.4 Generic Strategies-Michael Porter (1980 41 4.4.1 Cost Leadership; 4.4.2 Differentiation; 4.4.3 Focus or Niche strategy 42 The dangerof being 'stuck in the middle 43 Exercise- Generic strategies 4.5 Value Chain Analysis 4.5.1 Primary Activities: 4.5.2 Support Activities Exercise- Value Chain-Fen side Golf Course 46 5 MARKETING TACTICS 47 5. 1 Consumer buyer Behavior Consumer Buying Behaviour-EXercise 49 5.2 Marketing mix 49 5.3 Pricing Strategies 50 Pricing Strategies-Exercise 5.4 Place, distribution channel, or intermediary 5. 4.1 six basic 'channel decisions: 5.4.2 Selection Consideration 5 4.3 Types of channel Intermediaries
4.2 The Boston Matrix 37 Problems with the Boston Matrix 38 Boston Matrix Exercise: Manor Way Tools 38 4.3 The Strategy Clock: Bowman's Competitive Strategy Options 39 4.4 Generic Strategies – Michael Porter (1980) 41 4.4.1 Cost Leadership; 4.4.2 Differentiation; 4.4.3 Focus or Niche strategy 42 The danger of being ‘stuck in the middle.’ 43 Exercise - Generic Strategies 43 4.5 Value Chain Analysis 44 4.5.1 Primary Activities; 4.5.2 Support Activities 44 Exercise - Value Chain - Fen Side Golf Course 46 5. MARKETING TACTICS 47 5.1 Consumer buyer Behavior 47 Consumer Buying Behaviour - Exercise 49 5.2 Marketing mix 49 5.3 Pricing Strategies 50 Pricing Strategies - Exercise 52 5.4 Place, distribution, channel, or intermediary 52 5.4.1 six basic 'channel' decisions; 5.4.2 Selection Consideration; 5.4.3 Types of Channel Intermediaries 53

Exercise-Newtown 55 5.5 The Product Life Cycle (PLC) 56 5.5. 1 Strategies for the differing stages of the PLC; 5.5.2 Problems with 56 PLC The Product Life Cycle-Exercise
Exercise - Newtown 55 5.5 The Product Life Cycle (PLC) 56 5.5.1 Strategies for the differing stages of the PLC; 5.5.2 Problems with PLC 56 The Product Life Cycle - Exercise 57
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