Teaching Outline
Chapter One
Marketing and Marketing Mix
营销和营销组合
Lecture One
Time: 2 periods (80 m’)
Teaching Objectives（教学目标）:

了解市场营销的概念及意义；
 了解营销管理的现代理念；
Teaching Methods（教学方法）:
教师引导和组织下的学生小组讨论，达到教学目标。
Teaching Procedures(教学过程):
I. Lead-in (Topic Discussion) (20 m’)
1. 赵本山 “卖拐是不是营销？
在 2001 年春晚赵本山、高秀敏和范伟节目中“一身好腿可以忽悠为瘸的”，小品中的赵
本山是怎样将“拐”卖给一个健康人的呢? “卖拐者”以行家里手自居，采取消积暗示的手法，
用一些貌似科学的语言一步一步地去迷惑对方。买者说自己“脸有点大”，言外之意就是腿没
有问题。卖者则说“那是退部神经末梢坏死把脸憋大了”。“神经末梢坏死”可不是小事，放到
谁的身上心里也得“咯噔”一下。买者说：自己左腿没有毛病，小时候崴过右腿。卖者便说“那
是转移了”。“转移了”这三个字是癌症晚期常出现的字眼，很有煽动性和联想性。现代社会，
人们对自己的健康是很在意的，最聪明的人也容易出现疑神疑鬼的现象，本来没有的问题，
在意识的指导下，也会产生错觉，出现“杯弓蛇影”的心理效应，进而产生了进一步治理的求
救心理。怎样治呢？卖者说出了他的经验之谈：“驾着拐，走一段时间就好了”。这时卖 “拐”
者不适时机地将“拐”拿出来进行推销。买者听说自己的腿有法医治，自然喜出望外，于是，
一副“拐”便成功推销出去了。
市场营销是在一定的市场环境中，为满足消费者需要，综合运用各种营销手段，把商品
全面地提供给消费者，从而实现企业目标的整体企业活动个人和群体通过创造产品和价值，
并和他人进行交换以获得所需所欲的一种社会和管理活动。营销的目的是产生有益的顾客价
值。由此看来，赵本山《卖拐》不能算是真正意义上的营销，只能是一种带有欺骗性质的买
卖。
II Listening Activity:
McDonald’s Coffee (2008 Nov 10) Wall Street Journal adapted from www.putclub.com
Questions: 1. What is McDonald’ new marketing strategy in 2008?
2. List other marketing activities Mc Donald company have done.
III Discussion (45 m’)
1. Elements of marketing management philosophies ( 15m’)
Four competing philosophies (production, sales, market, and societal marketing orientations )
strongly influence an organization’s marketing activities.

Production Orientation focuses on what can we make or do best?

Sales Orientation focuses on how can we sell more aggressively?

Marketing Orientation focuses on what do customers want and need?
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
Societal orientation focuses on what do customers want and need, and how can we benefit
society?
2. Difference between sales and market orientations ( 15m’)
Compare two orientations in terms of five characteristics: the organization’s focus, the firm’s
business, those to whom the product is directed, the firm’s primary goal, and the tools used to
achieve those goals.
3. Case Study of Muvico Theaters ( 15m’)
Muvico Theaters is a movie theater chain, which intended, in recent years, to rival newer large
chains such as AMC Theatres and Regal Cinemas.Based in Fort Lauderdale, Florida, Muvico has
ten complexes in Florida . Muvico has also expanded out of the state Florida to include complexes
in Memphis, Tennessee, the Chicago Metropolitan Area (Rosemont), Thousand Oaks, California,
and soon East Rutherford, New Jersey. Muvico theaters are known for the themes that several
theaters have, such as the Egyptian theme, the '50s drive-in theme, the French opera house theme.
They are also known for the Premier Bar, which is currently at Centro Ybor 20, Parisian 20, and
the Coconut Point 16 locations. The Rosemont and Thousand Oaks theaters goes even further with
full-scale restaurants on top of the theaters.
IV Assignment
Ask students to find out some examples to illustrate the marketing activities.
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Lecture Two
Time: 2 periods (80 m’)
Teaching Objectives:（教学目标）
 了解营销规划的意义和要素；
 运用 SWOT，分析企业内部和外部环境。
Teaching Methods:（教学方法）
教师引导和组织下, 运用图表进行讨论，达到教学目标。
Teaching Procedures:
I. Lead-in (Topic Discussion) (20 m’)
1. The nature of strategic planning: The goal of strategic planning is long-run profitability and
growth. Thus strategic decisions require long-term commitments of resources.
2．Background information of Sears.
Sears Holdings Corporation (NASDAQ: SHLD) is the nation's fourth largest broadline retailer
with approximately 3,900 full-line and specialty retail stores in the United States and Canada.
Sears Holdings is the leading home appliance retailer as well as a leader in tools, lawn and garden,
home electronics and automotive repair and maintenance. Key proprietary brands include
Kenmore, Craftsman and DieHard, and a broad apparel offering, including such well-known labels
as Lands' End, Jaclyn Smith and Joe Boxer, as well as the Apostrophe and Covington brands. It
also has Martha Stewart Everyday products, which are offered exclusively in the U.S. by Kmart.
We are the nation's largest provider of home services, with more than 12 million service calls
made annually. Sears Holdings Corporation operates through its subsidiaries, including Sears,
Roebuck and Co. and Kmart Corporation.
II Discussion (45 m’)
1. Why write a marketing plan?
The marketing plan is a team effort that produces strategically sound marketing and advertising
campaigns. The marketing plan is a written document that acts as a guidebook of marketing
activities for the marketing manager.
2. Marketing Plan Elements
Explain the key elements and indicate the marketing objective must be realistic measurable, time
specific, consistent with and indicate the organization’s priorities.
3. SWOT Analysis
A firm should identify its internal strengths and weaknesses and also examine external
opportunities and threats.
The Internal Analysis of strengths and weaknesses focuses on internal factors that give an
organization certain advantages and disadvantages in meeting the needs of its target market.
Strengths refer to core competencies that give the firm an advantage in meeting the needs of its
target markets. Any analysis of company strengths should be market oriented/customer focused
because strengths are only meaningful when they assist the firm in meeting customer needs.
Weaknesses refer to any limitations a company faces in developing or implementing a strategy.
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Weaknesses should also be examined from a customer perspective because customers often
perceive weaknesses that a company cannot see. Being market focused when analyzing strengths
and weaknesses does not mean that non-market oriented strengths and weaknesses should be
forgotten. Rather, it suggests that all firms should tie their strengths and weaknesses to customer
requirements. Only those strengths that relate to satisfying a customer need should be considered
true core competencies.
The following area analyses are used to look at all internal factors effecting a company:
Resources: Profitability, sales, product quality brand associations, existing overall brand, relative
cost of this new product, employee capability, product portfolio analysis
Goal: To identify internal strategic strengths, weaknesses, problems, constraints and uncertainties
The External Analysis examines opportunities and threats that exist in the environment. Both
opportunities and threats exist independently of the firm. The way to differentiate between a
strength or weakness from an opportunity or threat is to ask: Would this issue exist if the company
did not exist? If the answer is yes, it should be considered external to the firm. Opportunities refer
to favorable conditions in the environment that could produce rewards for the organization if acted
upon properly. That is, opportunities are situations that exist but must be acted on if the firm is to
benefit from them. Threats refer to conditions or barriers that may prevent the firms from reaching
its objectives.
The following area analyses are used to look at all external factors effecting a company:
Customer analysis: Segments, motivations, unmet needs
Competitive analysis: Identify completely, put in strategic groups, evaluate performance, image,
their objectives, strategies, culture, cost structure, strengths, weakness
Market analysis: Overall size, projected growth, profitability, entry barriers, cost structure,
distribution system, trends, key success factors
Environmental analysis: Technological, governmental, economic, cultural, demographic,
scenarios, information-need areas
Goal: To identify external opportunities, threats, trends, and strategic uncertainties
To sum up focus on your strengths, shore up your weaknesses, capitalize on your opportunities
and recognize your threats.
(Adapted from http://mystrategicplan.com/resources/internal-and-external-analysis/)
IV Word-Learning (10m’)
1. target market, market opportunity analysis(MOA)
2. Marketing Mix( Product, Price ,Place, Promotion)
V. Assignment (5m’)
Plan your personal SWOT analysis.
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Lecture Three
Time: 2 periods (80 m’)
Teaching Objectives: （教学目标）

了解营销组合的概念及构成要素（产品策略、价格策略、渠道策略、促销策略）
；
 运用营销组合,分析企业营销策略。
Teaching Methods:（教学方法）
教师引导和组织下, 运用图表进行讨论，达到教学目标。
Teaching Procedures:（教学过程）
I. Lead In (10 m’)
1. What is the Marketing mix?
The term marketing mix refers to a unique blend of product, place (distribution), promotion, and
pricing strategies (often referred to as the four Ps) designed to produce mutually satisfying
exchanges with a target market.
II Discussion (30 m’)
1. Discuss the basic concepts of product, price, place and promotion.
2. Explain the new product development process and introduce the product life cycle.
3. Define a target market and choose the Retailing Mix.
4. Explain the promotional activities: adverting, public relations, sales promotion and personal
selling.
5. Discuss four-step process to set the right price.
III Supplementary Information
1. Kmart （P）illustrates the problems companies experience when they lose their customer focus.
Attention Kmart shoppers: Kmart is the #3 discount retailer in the US, behind Wal-Mart and
Target. It sells name-brand and private-label goods (including its Joe Boxer, Jaclyn Smith, and
Martha Stewart labels), mostly to low-and mid-income families. It runs about 1,365 off-mall
stores (including more than 45 Supercenters) in 49 US states, Puerto Rico, Guam, and the US
Virgin Islands. About 290 Kmart stores sell home appliances (including Sears' Kenmore brand)
and more than 1,025 locations house in-store pharmacies. The company also operates the
kmart.com Web site. Kmart is a subsidiary of Sears Holdings Corp., formed by the 2005
combination of ailing Sears, Roebuck and Kmart.
2. Swatch: the revolution in price and design that revived an entire industry(18/04/2007, at The
Marketing Intelligence Review )The Swiss company rescued an entire sector from disaster and
invented a new concept of the watch as a fashion accessory, using a Pricing Strategy that was a
precursor to the classic “good, pretty, and cheap”.
Company: The Swatch Group
Objectives: Retrieve the company from crisis and corner the Asian competition.
Solution: Drastically reduce a watch’s number of components, cut costs by more than 30% more
than the competition, launch the cheapest watch on the market and position it as a fashion
accessory.
Result: Transform the group into a worldwide leader, reorganize it, and rescue the Swiss industry
from its crisis. More than 333 million Swatch watches have been sold worldwide.
The Swatch Group figures
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The group is present in more than 50 countries worldwide.
It employs close to 20,000 people.
Apart from Swatch, the group owns, among other brands, Omega, Longines, Tissot, Calvin Klein,
Rado, Certina…
3. Top ten retailer
Rank
Company
Headquarters
1
Wal-Mart
Bentonville,
Ark.
(Arkansas )
Business Line
No. of stores
Varieties
of
named products
(1st retailer) to
low-and
mid-income
families
7,262
2
Home Depot
Atlanta
Building
Material , Decor
2,234
3
CVS Caremark
Woonsocket,
R.I.(Rhode Island)
pharmacy
healthcare
6,301
4
Kroger
Cincinnati
Food
3,662
5
Costco
Issaquah,
Wash.(Washington)
Auto,
beauty,
bed&bath,
books
CDs,
Computers,
Décor,
Electronics,
Furniture,
hardware,
jewelry,
sports…
520
6
Target
Minneapolis,
Minnesota
Varieties
Products
retailer)
of
(2nd
1,591
7
Walgreen
Minneapolis, Illinois
pharmacy
healthcare
and
5,997
8
Sears Holdings
Hoffman
Illinois.
Home appliance
3,800
9
Lowe’s
Mooresville,
N.C.( North Carolina)
House
appliance, tool,
painting, lawn
gardening,
flooring,
outdoor living
1,525
10
SUPERVALU
Eden
Prairie,
Minn.(Minnesota)
Grocery,
industry
2,474
Estates,
and
food
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4. SUPERVALU® is a leader in the grocery retailing industry. We combine expertise in grocery
retail and supply chain operations - two highly complementary core competencies. SUPERVALU
is grounded in a rich, 135-year history of food-industry innovation. Good things are just around
the corner.
IV Students Presentation (15 m’)
1. Search the information of one familiar company, and read its marketing plan in 2009. Give
your opinion to your classmates.
2. Working as a new member in marketing department. Discuss the job responsibilities.
V. Assignment (5m’)
1. Do some internship social activity and share your experience with your classmates.
2. Read “Business Weekly” and find some news topic on marketing strategy.
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