《市场营销学》课程PPT教学课件（双语）Chapter 01 Marketing - Managing Profitable Customer Relationships

0●0 Marketing 郭虹 经济管理学院 wishg@126.com

Marketing 郭虹 经济管理学院 wishg@126.com

NCE中 工合工 Objective This course was developed to provide students with fundamental knowledge of marketing and background for making marketing decisions and to develop their capacity to assess and solve marketing problems through lecture and discussion

Objective • This course was developed to provide students with fundamental knowledge of marketing and background for making marketing decisions and to develop their capacity to assess and solve marketing problems through lecture and discussion

Approach This course will be taught through lectures, discussions and case studying Students participation is a key element in the le arning situation and your active involvement in course activities is expected

Approach • This course will be taught through lectures, discussions and case studying. • Students participation is a key element in the le arning situation and your active involvement in course activities is expected

hNCE中 工合工 粥 Reference book Principles of Marketing (11th Edition) By Philip Kotler,Gary Armstrong

Reference book Principles of Marketing (11th Edition) By Philip Kotler, Gary Armstrong

a.Ba.e Assessment Attendance participation 40% Final marks 60% total 100%

Assessment Attendance & participation 40% Final marks 60% total 100%

工合工 Marketing:managing Company and profitable customer marketing relationships strategy Consumer The marketing Segmentation, markets environment and consumer targeting, buyer behavior and positioning Product,service Integrated and branding Pricing Marketing channels marketing strategies strategies communication

Marketing: managing profitable customer relationships Company and marketing strategy The marketing environment Consumer markets and consumer buyer behavior Segmentation, targeting, and positioning Product, service and branding strategies Pricing strategies Marketing channels Integrated marketing communication

Chapter 1 Marketing:Managing Profitable Customer Relationships

Chapter 1 Marketing: Managing Profitable Customer Relationships

NCE十 ●●●● 工合工 粥 教学目的：本章从市场营销学对“市场” 一词的理解出发，使学生了解市场的功能 作用，并建立起市场营销的基本概念，明确 认识市场营销的重要性和企业市场营销活动 应树立的指导思想。 。 教学重点：市场的含义、类型；市场营销 的含义及有关的概念；市场营销管理及其哲 学观念。 教学难点：区分市场营销与推销

• 教学目的：本章从市场营销学对“市场” 一词的理解出发，使学生了解市场的功能、 作用，并建立起市场营销的基本概念，明确 认识市场营销的重要性和企业市场营销活动 应树立的指导思想。 • 教学重点：市场的含义、类型；市场营销 的含义及有关的概念；市场营销管理及其哲 学观念。 • 教学难点：区分市场营销与推销

0●ong0 What is marketing Marketing management Customer relationship management Review and discussion

What is marketing Marketing management Customer relationship management Review and discussion

C王十 ●●●0● 工合工 1.What is Marketing? ①Marketing defined A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others

1. What is Marketing? A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. ①Marketing defined