課程特色:本課程幫助學(xué)員提高運(yùn)用有關(guān)在采購(gòu)與供應(yīng)管理過程中的市場(chǎng)營(yíng)銷知識(shí)。市場(chǎng)銷售人員和采購(gòu)人員在供應(yīng)管理過程中有非常多的相近之處，市場(chǎng)銷售人員和采購(gòu)人員的相互了解可以可以增進(jìn)雙方的溝通和策略性的作出一些商業(yè)決策。本課程從現(xiàn)代先進(jìn)的市場(chǎng)運(yùn)營(yíng)模式和供需理論來講如何通過市場(chǎng)營(yíng)銷來更好的服務(wù)于客戶，并將終端消費(fèi)者的市場(chǎng)營(yíng)銷活動(dòng)和制造型企業(yè)的市場(chǎng)營(yíng)銷活動(dòng)分開，引用大量的全球500強(qiáng)企業(yè)的案例分析，讓學(xué)員可以對(duì)市場(chǎng)營(yíng)銷作一個(gè)充分的策略層面的分析和了解。同時(shí)，作為CIPS的五級(jí)證書的課程，其新穎的概念及模型可以令學(xué)員充分了解市場(chǎng)營(yíng)銷的動(dòng)作及管理。
Section 1 Definitions of marketing and the marketing concept定義市場(chǎng)與市場(chǎng)概念
1. Definitions of marketing定義市場(chǎng)
2. marketing orientation市場(chǎng)方向
3. the marketing mix-4P 市場(chǎng)的混合-4P
4. relationship between marketing and other functions市場(chǎng)與其它功能*關(guān)系5. case study 案例分析
Section 2 Relationship marketing關(guān)系市場(chǎng)
1. relationship marketing vs transactional marketing 關(guān)系市場(chǎng)與交易市場(chǎng)
2. relationship networks關(guān)系網(wǎng)絡(luò)
3. customer relationship客戶關(guān)系 4. supplier relationship供應(yīng)商關(guān)系
5. intermediary relationship中間人關(guān)系
6. stakeholder relationship利益相關(guān)者關(guān)系
7. employee relationship員工關(guān)系
8. case study案例分析
Section 3 the external environment and its impact on marketing decisions外部環(huán)境及其對(duì)市場(chǎng)決策的影響
1. marketing and the external environment市場(chǎng)與外部環(huán)境
2. macro factors宏觀因素
3. micro factors微觀因素 4. case study案例分析
Section 4 Consumer buying behaviour消費(fèi)者購(gòu)買行為
1. buying behaviour購(gòu)買行為 2. consumer buying motoives消費(fèi)者購(gòu)買動(dòng)機(jī)
3. the consumer decision process消費(fèi)者決定流程
4. participants in the consumer decision process參與消費(fèi)者采購(gòu)決策
5. factors influencing the decision process影響決策因素
8. case study案例分析
Section 5 organizational buying behaviour組織采購(gòu)行為
1. characteristics of industrial markets工業(yè)品市場(chǎng)特征
2. the organizational buying process組織采購(gòu)行為
3. participants in the organizational buying process參與組織采購(gòu)流程
4. influences on the organizational buying process影響組織采購(gòu)流程
5. case study案例分析
Section 6 the target marketing process目標(biāo)市場(chǎng)流程
1.target marketing目標(biāo)市場(chǎng)
2. bases for segmenting industrial markets細(xì)分工業(yè)品市場(chǎng)的基礎(chǔ)
3. targeting 目標(biāo) 4. Positioning定位
5. case study案例分析
Section 7 marketing research and the marketing research process市場(chǎng)調(diào)查研究與市場(chǎng)研究流程
1. the marketing research process市場(chǎng)調(diào)查流程
2.types of data市場(chǎng)數(shù)據(jù)的類型
3. secondary research primary research次調(diào)查與主調(diào)查
4. Experimentation實(shí)驗(yàn)法
5. sampling市場(chǎng)抽樣 6. test marketing測(cè)試市場(chǎng)
7. the marketing information system(MkLS)市場(chǎng)管理信息系統(tǒng)
8. case study案例分析
Section 8 the product產(chǎn)品
1. the dimensions of a product產(chǎn)品尺寸
2. consumer products消費(fèi)類產(chǎn)品
3. industrial products 工業(yè)品 4. the product life cycle(PLC)產(chǎn)品生命周期
5. the Boston consulting group matrix(BSG)波士頓顧問矩陣
6. case study案例分析
Section 9 product planning and new product development產(chǎn)品計(jì)劃與新產(chǎn)品開發(fā)
1.the Ansoff matrix安索夫矩陣 2. new product development(NPD)新產(chǎn)品開發(fā)
3. case study案例分析
Section 10 planning and packaging considerations計(jì)劃與包裝的考慮
1.branding 品牌 2.developing a brand strategy開發(fā)品牌戰(zhàn)略
3. advantage and disadvantage of branding品牌的利與弊
4.branding strategies品牌戰(zhàn)略
5. brand names 品牌名稱 6. branding in the industrial sector工業(yè)品牌
7. the purpose of packaging 包裝目的
8. case study案例分析
Section 11 pricing decisions價(jià)格決策
1.approach to pricing定價(jià)方法 2. demand-based pricing需求定價(jià)法
3. cost-based pricing成本定價(jià)法 4. market-based pricing市場(chǎng)定價(jià)法
5. pricing strategies定價(jià)戰(zhàn)略 6. pricing tactics定價(jià)策略
7. price formulate and tendering價(jià)格計(jì)算公式與投標(biāo)
8. case study案例分析
Section 12 distribution systems 配送系統(tǒng)
1. distribution defined配送的定義
2. channels of distribution配送渠道
3. channel intermediaries渠道中間人
4. direct marketing直接市場(chǎng)營(yíng)銷
5. channel selection strategy渠道選擇戰(zhàn)略
6. case study案例分析
Section 13 promotion市場(chǎng)推廣
1. the role of promotion市場(chǎng)推廣的角色
2. the promotional mix市場(chǎng)推廣矩陣
3. balancing elements of the promotional mix市場(chǎng)推廣矩陣的平衡因素 4. push vs pull推與拉模式
5. promotional planning市場(chǎng)推廣計(jì)劃
6. case study案例分析
Section 14 the sales function銷售職能
1. the role of personal selling 個(gè)人銷售的角色
2. the role of the sales force銷售團(tuán)隊(duì)的角色
3. the size of the sales force 銷售團(tuán)隊(duì)的大小
4. sales force organization銷售團(tuán)隊(duì)的組織
5. control and evaluation of sales force performance 控制與評(píng)估銷售團(tuán)隊(duì)的績(jī)效6. motivating the sales force銷售團(tuán)隊(duì)的激勵(lì)
7. case study案例分析
Section 15 the marketing of services服務(wù)市場(chǎng)營(yíng)銷
1. the service economy服務(wù)經(jīng)濟(jì) 2. the growth of the service economy服務(wù)經(jīng)濟(jì)的發(fā)展
3. characteristics of services服務(wù)的特征
4. the marketing mix for services服務(wù)市場(chǎng)矩陣
5. case study案例分析
Section 16 not-for-profit organizations非盈利性組織
1. not-for-profit organization 非盈利性組織
2. types of market for not-for-profit organizations非盈利性組織市場(chǎng)類型
3. why do not for profit organizations need marketing?為何非盈利性組織需要市場(chǎng)營(yíng)銷4. the target marketing目標(biāo)市場(chǎng)
5. the marketing mix市場(chǎng)矩陣 6. case study案例分析
Section 17 international marketing(1)國(guó)際市場(chǎng)(I)
1. reasons for marketing goods internationally國(guó)際市場(chǎng)營(yíng)銷的原因
2. macro trends encouraging international trade宏觀趨勢(shì)鼓勵(lì)國(guó)際貿(mào)易
3. the international marketing environment國(guó)際市場(chǎng)環(huán)境
4. barriers to international trade國(guó)際貿(mào)易的障礙
5. international market entry strategies國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略
6. criteria for selecting suitable international market entry strategies選擇合適的國(guó)際市場(chǎng)準(zhǔn)入戰(zhàn)略標(biāo)準(zhǔn)
7. case study案例分析
Section 18 international marketing(2) 國(guó)際市場(chǎng)(2)
1. managing the international marketing mix管理國(guó)際市場(chǎng)矩陣
2. product management產(chǎn)品管理
3. pricing 定價(jià)
4. Promotion市場(chǎng)推廣
5. international marketing strategy國(guó)際市場(chǎng)戰(zhàn)略
6. case study案例分析
Section 19 marketing planning市場(chǎng)計(jì)劃
1. the marketing planning process市場(chǎng)計(jì)劃流程
2. mission and corporate objectives使命與企業(yè)目標(biāo)
3.marketing audit市場(chǎng)審核 4. SWOT analysis優(yōu)、劣勢(shì)機(jī)會(huì)威脅分析
5. Assumptions假設(shè) 6. Marketing objectives市場(chǎng)目標(biāo)
7. segmentation市場(chǎng)細(xì)分 8. targeting and positioning目標(biāo)與定位
9. marketing mix strategy市場(chǎng)營(yíng)銷混合戰(zhàn)略
10. resource allocation and implementation資源分配與實(shí)施
11. control and review 控制與回顧
12. case study案例分析
Section 20 case study
1. case study
