西南财经大学天府学院市场营销教案

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1、西南财经大学天府学院教案任课教师：柳玉寿课程名称：PrinciplesofMarketing市场营销任课班级：2013级市场01班2012级国01班授课时间：2014-2015-1学期西南财经大学天府学院教务处制编号：01节授课方式§onrlnsiJrstuucccs•1»教学□的ellL2父教学重点g廿g・m灶-mVIr.telake曲marheorm“⑹arzpultlompoItaatn;seleooriammt:unenenuth?河lallystllletplac9redeMenongngMnuosl2Mrkeellsitonp°nngars?ousgmw

2、iMheioeocepgelloheThtatllegmWccr611ouamthendherourshgnlawntw•1<9rf^教学难点吋间分配容内学教gdireLSltneleviladlvmha和Ictlo山selyppZOIl.aeanklzsfasreJaokrnadecMomsacrinzbAdinng,ureofsozwralf卫omoVtre・alg?汀la)rlsrtndmethgthiceeti血oreatrklustmshtLaiccusueisnlgommmtss山nsonplees沖alhatlitinaorn沁MlctndAng・rl

3、egogllctconeperhetloduatcghthexpthiMlau巳rslsp讪glbeorsse「arA由scrgThismcustsatispurczbecustomer-driven,butcustomer-obsessed.Thebestwaytoachievethisobjectiveistodevelopasoundmarketingfunctionwithintheorganization.Marketingisdefinedas“asocialandmanagerialprocessbywhichindividualsandgroups

4、obtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.95Marketingisakeyfactorinbusinesssuccess.Themarketingfunctionnotonlydealswiththeproductionanddistributionofproductsandservices,butitalsoisconcernedwiththeethicalandsocialresponsibilityfunctionsfoundinthedom

5、esticandglobalenvironment.15minsMarketersmustbeawareofcustomervalueandcustomersatisfactionandmaketheseconceptsacentralpartofthefirm^sstrategicplan.Marketingmustalsobeawareofandrespondtochange.Fourofthegreatestchangesthathavehadanimpactonthewaycompaniesbringvaluetotheircustomersaretheex

6、plosivegrowthofthecomputer,theInternet,telecommunications,andinformationtechnology.Marketinganditscoreconcepts,theexchangerelationship,themajorphilosophiesofmarketingthoughtandpractice,customerrelationshipmanagement,andmarketingchallengesinthenew"connected"millenniumarethemajortopicspr

7、esentedinthisintroductorychapter.Thereisaspecialemphasisonconnectednessandthetechnologiesforaccomplishingconnections.1.Introduction1.NASCARisagreatmarketingorganization.Itisthesecond-highestratedregularseasonsportontelevision.2.Ithasasingle-mindedfocus:creatinglastingcustomerrelation