1 The syllabus of Principles of Marketing

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

3 The frame of Principles of Marketing Part 1 Understanding of marketing Part 1 Understanding of marketing Part 2 Market analyzing Part 2 Market analyzing Part 3 Market segmentation Targeting & position Part 3 Market segmentation Targeting & position Part 4 Product strategy Part 4 Product strategy Part 5 Pricing strategy Part 5 Pricing strategy Part 6 Placing strategy Part 6 Placing strategy Part 7 Promotion strategy Part 7 Promotion strategy Part 8 Customer relationship management Part 8 Customer relationship management

4 Part 1 Understanding of Marketing (Chater1-Chapter3) Main contents: Marketing defined The marketing process Marketing management orientation (or philosophies) Marketing’s role in the company’s strategic planning Marketing environment

5 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

6 Part 3 Market Segmentation Targeting & Positioning (Chater7) Main contents: The concept of market Segmentation Major segmentation variables Requirements for effective segmentation The concept of market Segmentation Major segmentation variables Requirements for effective segmentation Segmentation The concept of market targeting Evaluating market segment Selecting target market segement Target marketing strategies The concept of market targeting Evaluating market segment Selecting target market segement Target marketing strategies The concept of Market position Identifying and choosing competitive Advantages Selecting position strategies The concept of Market position Identifying and choosing competitive Advantages Selecting position strategies Targeting Positioning

7 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

8 Part 5 Pricing strategy (Chater10-Chapter11) Main contents: Factors affecting price decision cost, types of markets, price elasticity Pricing approaches Pricing strategies Price changes

9 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.

10 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.

11 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