考试样卷
市场营销学课程考试试卷 A卷
市场营销学课程考试试卷 B卷
案例教学
| 章 节 | 案 例 |
| 第一章 市场营销与市场营销学 |  |
| 第二章 市场营销管理哲学及其贯彻 | |
| 第三章 战略规划与市场营销管理过程 | |
| 第四章 市场营销环境 | |
| 第五章 消费者市场和购买行为分析 | |
| 第六章 组织市场和购买行为分析 | |
| 第七章 市场营销调研与预测 | |
| 第八章 目标市场营销战略 | |
| 第九章 竞争性市场营销战略 | |
| 第十章 产品策略 | |
| 第十一章 品牌与包装策略 | |
| 第十二章 定价策略 | |
| 第十三章 分销策略 | |
| 第十四章 促销策略 | |
| 第十五章 市场营销组织 | |
授课教案
| 章 节 | 文 本 | 电子教案 |
| Chapter 1 Understanding Marketing · What is Market· · What is Marketing and marketing management· · Marketing core Concepts · Marketing management philosophies |
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| Chapter 2 Marketing Strategy · What is strategy· · what is strategic planning· · Marketing Planning process |
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| Chapter 3 Analyzing Marketing Opportunity · Gathering information and Measuring Market Demand. · Scanning the marketing environment. · Analyzing consumer markets and buyer behavior |
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| Chapter 4 Identifying Market Segments and Selecting Target Markets · Levels and Patterns of Marketing Segmentation · Marketing Target · Positioning Strategy |
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| Chapter 5 Product · Product · Product classification · Product life-cycle strategies · New-product Development · Product-line decision · Brands decisions |
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| Chapter 6 Managing Production Lines and Brands · New-product Development · Product-line decision · Brands decisions |
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| Chapter 7 Pricing Strategies · Setting Pricing Policy · Price-adjustment Strategies · Price changes |
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| Chapter 8 Distribution channels and logistics management · The nature of distribution channels · Channel behavior and organization · Channel design decisions · Channel management decision · Physical distribution and logistics management |
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| Chapter 9 PROMOTION · Developing & Managing an Advertising Program · Deciding on Media & Measuring Effectiveness · Sales Promotion · Public Relation · Principles of Personal Selling |
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