课程大纲：

物流与采购人员市场营销课程

Section 1 Definitions of marketing and the marketing concept定义市场与市场概念
1. Definitions of marketing定义市场
2. marketing orientation市场方向
3. the marketing mix-4P  市场的混合-4P  
4. relationship between marketing and other functions市场与其它功能部门关系
5. case study 案例分析

Section 2  Relationship marketing关系市场
1. relationship marketing vs transactional marketing关系市场与交易市场
2. relationship networks关系网络
3. customer relationship客户关系
4. supplier relationship供应商关系
5. intermediary relationship中间人关系
6. stakeholder relationship利益相关者关系
7. employee relationship员工关系
8. case study案例分析

Section 3  the external environment and its impact on marketing decisions外部环境及其对市场决策的影响
1. marketing and the external environment市场与外部环境
2. macro factors宏观因素
3. micro factors微观因素
4. case study案例分析

Section 4  Consumer buying behaviour消费者购买行为
1. buying behaviour购买行为
2. consumer buying motoives消费者购买动机
3. the consumer decision process消费者决定流程
4. participants in the consumer decision process参与消费者采购决策
5. factors influencing the decision process影响决策因素
6. case study案例分析

Section 5  organizational buying behaviour组织采购行为
1. characteristics of industrial markets工业品市场特征
2. the organizational buying process组织采购行为
3. participants in the organizational buying process参与组织采购流程
4. influences on the organizational buying process影响组织采购流程
5. case study案例分析

Section 6  the target marketing process目标市场流程
1.target marketing目标市场
2. bases for segmenting industrial markets细分工业品市场的基础
3. targeting目标
4. Positioning定位
5. case study案例分析

Section 7  marketing research and the marketing research process市场调查研究与市场研究流程
1. the marketing research process市场调查流程
2.types of data市场数据的类型
3. secondary research primary research次调查与主调查
4. Experimentation实验法
5. sampling市场抽样
6. test marketing测试市场
7. the marketing information system(MkLS)市场管理信息系统
8. case study案例分析

Section 8  the product产品
1. the dimensions of a product产品尺寸
2. consumer products消费类产品
3. industrial products工业品
4. the product life cycle(PLC)产品生命周期
5. the Boston consulting group matrix(BSG)波士顿顾问矩阵
6. case study案例分析

Section 9  product planning and new product development产品计划与新产品开发
1.the Ansoff matrix安索夫矩阵
2. new product development(NPD)新产品开发
3. case study案例分析

Section 10  planning and packaging considerations计划与包装的考虑
1.branding品牌
2.developing a brand strategy开发品牌战略
3. advantage and disadvantage of branding品牌的利与弊
4.branding strategies品牌战略
5. brand names品牌名称
6. branding in the industrial sector工业品牌
7. the purpose of packaging包装目的
8. case study案例分析

Section 11  pricing decisions价格决策
1.approach to pricing定价方法
2. demand-based pricing需求定价法
3. cost-based pricing成本定价法
4. market-based pricing市场定价法
5. pricing strategies定价战略
6. pricing tactics定价策略
7. price formulate and tendering价格计算公式与投标
8. case study案例分析

Section 12  distribution systems 配送系统
1. distribution defined配送的定义
2. channels of distribution配送渠道
3. channel intermediaries渠道中间人
4. direct marketing直接市场营销
5. channel selection strategy渠道选择战略
6. case study案例分析

Section 13  promotion市场推广
1. the role of promotion市场推广的角色
2. the promotional mix市场推广矩阵
3. balancing elements of the promotional mix市场推广矩阵的平衡因素
4. push vs pull推与拉模式
5. promotional planning市场推广计划
6. case study案例分析

Section 14  the sales function销售职能
1. the role of personal selling个人销售的角色
2. the role of the sales force销售团队的角色
3. the size of the sales force销售团队的大小
4. sales force organization销售团队的组织
5. control and evaluation of sales force performance控制与评估销售团队的绩效
6. motivating the sales force销售团队的激励
7. case study案例分析

Section 15  the marketing of services服务市场营销
1. the service economy服务经济
2. the growth of the service economy服务经济的发展
3. characteristics of services服务的特征
4. the marketing mix for services服务市场矩阵
5. case study案例分析

Section 16  not-for-profit organizations非盈利性组织
1. not-for-profit organization非盈利性组织
2. types of market for not-for-profit organizations非盈利性组织市场类型
3. why do not for profit organizations need marketing?为何非盈利性组织需要市场营销
4. the target marketing目标市场
5. the marketing mix市场矩阵
6. case study案例分析

Section 17  international marketing(1)国际市场(I)
1. reasons for marketing goods internationally国际市场营销的原因
2. macro trends encouraging international trade宏观趋势鼓励国际贸易
3. the international marketing environment国际市场环境
4. barriers to international trade国际贸易的障碍
5. international market entry strategies国际市场进入战略
6. criteria for selecting suitable international market entry strategies选择合适的国际市场准入战略标准
7. case study案例分析

Section 18  international marketing(2) 国际市场(2)
1. managing the international marketing mix管理国际市场矩阵
2. product management产品管理
3. pricing定价
4. Promotion市场推广
5. international marketing strategy国际市场战略
6. case study案例分析

Section 19  marketing planning市场计划
1. the marketing planning process市场计划流程
2. mission and corporate objectives使命与企业目标
3.marketing audit市场审核
4. SWOT analysis优、劣势机会威胁分析
5. Assumptions假设
6. Marketing objectives市场目标
7. segmentation市场细分
8. targeting and positioning目标与定位
9. marketing mix strategy市场营销混合战略
10. resource allocation and implementation资源分配与实施
11. control and review控制与回顾
12. case study案例分析

Section 20  case study
1. case study

物流与采购人员市场营销课程