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The syllabus of

Principles of Marketing

The syllabus of

Principles of Marketing

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Principles of Marketing,11 edition,（影印版）清华大学出版社， 2007年 6月

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The frame of Principles of Marketing

Part 1

Understandingof marketing

Part 1 Understanding

of marketing

Part 2Market analyzing

Part 2Market analyzing

Part 3Market segmentationTargeting & position

Part 3Market segmentationTargeting & position

Part 4Productstrategy

Part 4Productstrategy

Part 5Pricingstrategy

Part 5Pricingstrategy

Part 6Placingstrategy

Part 6Placingstrategy

Part 7Promotion

strategy

Part 7Promotion

strategy

Part 8Customer relationship

management

Part 8Customer relationship

management

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Part 1 Understanding of Marketing(Chater1-Chapter3)

Main contents:• Marketing defined

• The marketing process • Marketing management orientation (or philosophie

s)• Marketing’s role in the company’s strategic plannin

g• Marketing environment

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Part 2 Market Analyzing (Chater4-Chapter6)

Main contents:• Marketing information system• Model of buyer behavior• Factors influencing consumer behavior• Types of buying decision behavior• Buyer decision process• Time of adoption of innovation• Characteristics of business market• Participants in the business buying process

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Part 3 Market SegmentationTargeting & Positioning

(Chater7)

Main contents:

The concept of market Segmentation

Major segmentation variables

Requirements foreffective segmentation

The concept of market Segmentation

Major segmentation variables

Requirements foreffective segmentation

Segmentation

The concept of market targeting

Evaluating marketsegment

Selecting target market segement

Target marketingstrategies

The concept of market targeting

Evaluating marketsegment

Selecting target market segement

Target marketingstrategies

The concept ofMarket position

Identifying andchoosing competitive Advantages

Selecting positionstrategies

The concept ofMarket position

Identifying andchoosing competitive Advantages

Selecting positionstrategies

Targeting Positioning

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Part 4 Product Strategy (Chater8-Chapter9)

Main contents:• Product concept & product lever • Product classification• Individual product decisions: product attributes; branding strategies• Product mix decision• Service marketing• New product development• Product life-cycle

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Part 5 Pricing strategy (Chater10-Chapter11)

Main contents:• Factors affecting price decision

cost , types of markets, price elasticity• Pricing approaches• Pricing strategies• Price changes

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Part 6 Placing Strategy (Chater12-Chapter13)

Main content:• Distribution channel concept and functions.• Vertical Marketing System(VMS) and its types.• Horizontal & Hybrid Marketing System.• Channel design decisions.• Channel management decisions.• Logistics & supply chain management• Concepts of retailing and wholesaling.• Major types of retailers & wholesalers.

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Part 7 Promotion Strategy (Chater14-Chapter16)

Main contents:• Integrated marketing communications• Elements in the communication process.• Steps in developing effective communication• Factors in setting the promotion mix.• Push versus Pull promotion strategy.• Direct marketing and Direct sales. • Promotion strategies mix advertising, sales promotion, public relations,personal

selling.

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Part 8 Customer Relationship management (Chater1)

Main content:• The concept of Customer Relationship Management• Customer perceived value.• Customer delivered value.• Customer lifetime value• Customer satisfy & Customer loyalty.• Customer equity.

• Relationship marketing