《营销精要》课程教学大纲（全英语）
课程编号：33220823A
课程基本情况：
1．学分：2
2．课程性质：专业基础课
3．适用专业：市场营销
4．先修课程：《管理学》
课程名称：营销精要（全英语）
学
时：34 学时
适用对象：本科
5．首选教材：Roger A. Kerin《Marketing The Core》第 2 版 清华大学出版社, 2007
年版
备选教材：Philip Koltler，Marketing Managment，中国人民大学出版，2008 年版
6．考核形式：开卷考试
7．教学环境：多媒体教室
一、教学目的与要求
市场营销就是商品或服务从生产者手中移交到消费者手中的一种过程，是企业或其他组
织以满足消费者需要为中心进行的一系列营销活动，市场营销学是系统地研究市场营销活动
规律性的一门科学。营销精要课程从传统的营销理论开始，讲清楚营销理论的基本概念、原
理与方法，以及这些理论的历史演变与内在逻辑关系。进而依据系统的理论知识，展开对实
践中营销基本策略的阐述，回答一个企业如何在激烈竞争的市场环境下，充分发挥自身优势，
创造顾客价值。由于是全英文教学，强调利用英语表达专业思想和进行学术交流，可以再掌
握专业知识的同时提高国际化人才的英文应用能力。
二、教学内容及学时分配
课程内容及学时分配表
讲次
教学内容
课时
1
Chapter1 Creating customer relationships and
value through marketing
2
2
2
Chapter2 Developing successful marketing and
corporate strategies
2
2
3
Chapter3 Scanning the marketing environment
2
2
4
Chapter5 Consumer behavior
2
2
5
Chapter6 Organizational markets and buyer
behavior
2
2
6
Chapter7 Reaching global markets
2
2
7
Chapter8Marketing research
2
1
8
Chapter9Identifying market segments and targets
2
9
Chapter10 Developing new products and services
2
2
10
Chapter11
brands
2
2
Managing
products,services,and
课堂讲授
课外实验
1
2
11
Chapter12 Pricing products and services
2
2
12
Chapter13 Managing marketsing channels and
supply chains
2
2
13
Chapter14 Retailing and wholesaling
2
14
Chapter15 Integrated marketing communications
and direct marketing
2
2
2
2
2
2
2
2
15
Chapter16 Advertising,sales
public relations
16
Chapter17
Personal
selling
and
management
Chapter18
Implementing
interactive
multichannel marketing
17
promotion,
and
2
sales
and
Review
三、教学内容安排
Chapter 1
【教学目的】Define marketing and identify the requirements for marketing to occur.
Explain how marketing discovers and satisfies consumer needs.
Distinguish between marketing mix elements and environmental forces.
【教学重点】（1）consumer needs marketing mix elements
（2）marketing mix elements
【教学方法】 lecture
【教学内容】
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Discovering Consumer Needs
The Challenge of Meeting Consumer Needs
With New Products
“Focus on the consumer benefit”
“Learn from the past”
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Discovering Consumer Needs
Consumer Needs and Consumer Wants
What a Market Is
Need
Want
Satisfying Consumer Needs
The Four P’s: Controllable Marketing Mix
Factors
Target Market
Product
Promotion
Price
Place
The Uncontrollable, Environmental Forces
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Social
Technological
Economic
Competitive
Regulatory
HOW CUSTOMER RELATIONSHIPS ARE BUILT
Best Product
Best Price
Customer Value and Customer Relationships
Best Service
HOW CUSTOMER RELATIONSHIPS ARE BUILT
The Marketing Program
Relationship Marketing: Easy to Understand,
Hard to Do
Relationship Marketing and the Marketing Program
HOW CUSTOMER RELATIONSHIPS ARE BUILT
A 3M Product and
Marketing Program to
Help Students Study
A Marketing Program
for the Post-it® Flag
Highlighter and Pen
HOW CUSTOMER RELATIONSHIPS ARE BUILT
Extending the
Product Line
FIGURE 1-5 Marketing programs for two new 3M Post-it® brand products targeted at two
distinctly different customer segments: college students and office workers
HOW MARKETING BECAMESO IMPORTANT
Evolution of the Market Orientation
Production Era
Customer Era
Sales Era
Marketing Concept Era
Market Orientation
Customer Relationship Management (CRM)
The Breadth and Depth of Marketing
Who Markets?
What Is Marketed?
Goods
Services
Who Buys and Uses What Is Marketed?
Ultimate Consumers
Organizational Buyers
HOW MARKETING BECAME SO IMPORTANT
Ideas
Arizona Highways
Who markets and what is marketed?
The Breadth and Depth of Marketing
Who Benefits?
How Do Consumers Benefit?
Utility
Form Utility
Place Utility
Time Utility
Possession Utility
AMA Definition of Marketing
Marketing is an organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
Exchange is the trade of things of value between buyer and seller so that each is better off after the
trade.
Exchange
A market consists of people with both the desire and ability to buy a specific product.
Market
The target market consists of one or more specific groups of potential customers toward which an
organization directs its marketing program.
Target Market
The marketing mix consists of
the marketing manager’s controllable factors—product, price, promotion, and place (the
4Ps)—that can be used to solve a marketing problem.
Marketing Mix
Environmental forces are the uncontrollable factors involving social, economic, technological,
competitive, and regulatory forces.
Environmental Forces
Customer value is the unique combination of benefits received
by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale
and after-sale service.
Customer Value
Relationship marketing links the organization to its individual customers, employees, suppliers,
and other partners for their mutual long-term benefits.
Relationship Marketing
A marketing program is a plan that integrates the marketing mix to provide a good, service, or idea
to prospective buyers.
Marketing Program
The marketing concept is the idea that an organization should (1) strive to satisfy the needs of
consumers (2) while also trying to achieve the organization’s goals.
Marketing Concept
An organization that has a market orientation focuses its efforts on
(1) continuously collecting information about customers’ needs, (2) sharing this information
across departments, and
(3) using it to create customer value.
Market Orientation
The societal marketing concept is the view that an organization should satisfy the needs of
consumers in a way that provides for society’s well-being.
Societal Marketing Concept
Ultimate Consumers
Ultimate consumers are the people who use the goods and services purchased for a household.
Organizational buyers are those manufacturers, wholesalers, retailers,
and government agencies that buy goods and services for their own use or for resale.
Organizational Buyers
Utility
Utility is the benefits or customer value received by users of the product.
Chapter 2
【教学目的】
Describe the three organizational levels of strategy.
Describe why business, mission, , and goals are important in organizations.
Explain how organizations set strategic directions by assessing where they are now and seek to be
in the future.
【教学重点】（1）the three organizational levels
（2）organizational culture
【教学方法】 giving a lecture
【教学内容】
Profit
Profit is the reward to a business firm for the risk it undertakes in offering a product for sale. It is
also the money left over after a firm’s total expenses are subtracted from its total sales.
Mission is a statement of the organization’s scope, often identifying its customers, markets,
products, technology, and values.
Mission
Organizational culture is a set of values, ideas, and attitudes that is learned and shared among the
members of an organization.
Organizational Culture
Goals or objectives convert the mission into targeted levels of performance to be achieved, often
by a specific time.
Goals or Objectives
Market share is the ratio of sales revenue of the firm to the total sales revenue of all firms in the
industry, including the firm itself.
Market Share
The strategic marketing process is the approach whereby an organization allocates its marketing
mix resources to reach its target markets.
Strategic Marketing Process
A marketing plan is a road map for the marketing activities of an organization for a specified
future period of time, such as one year or five years.
Marketing Plan
Situation analysis involves taking stock of where a firm or product has been recently, where it is
now, and where it is headed in terms of the organization’s plans and the external factors and trends
affecting it.
Situation Analysis
SWOT analysis is an acronym describing an organization’s appraisal of its internal Strengths and
Weaknesses and its external Opportunities and Threats.
SWOT Analysis Market Segmentation
Market segmentation involves aggregating prospective buyers into groups, or segments, that (1)
have common needs and (2) will respond similarly to a marketing action.
Points of Difference
Points of difference are those characteristics of a product that make it superior to competitive
substitutes.
Marketing Strategy
A marketing strategy is the means by which a marketing goal is to be achieved, usually
characterized by a specific target market and a marketing program to reach it.
Marketing Tactics
Marketing tactics are detailed
day-to-day operational decisions essential to the overall success of marketing strategies.
Chapter 3
【教学目的】
Explain how provides information about social, economic, technological, competitive, and
regulatory forces.
Describe how social forces such as demographics and culture and economic forces such as
macroeconomic conditions and consumer income affect marketing.
【教学重点】（1）environmental scanning
（2）macroeconomic conditions
【教学方法】 giving a lecture
【教学内容】
Environmental Scanning
Environmental scanning is the process of continually acquiring information on events occurring
outside the organization to identify and interpret potential trends.
Social Forces
The social forces of the environment include the demographic characteristics of the population
and its values.
Demographics
Demographics describes a population according to selected characteristics such as age, gender,
ethnicity, income, and occupation.
Baby Boomers
Baby boomers is the generation of children born between 1946 and 1964.
Generation X
Generation X includes the 15% of the U.S. population born between 1965 and 1976.
Generation Y
Generation Y includes the 72 million Americans born between 1977 and 1994.
Multicultural marketing consists of combinations of the marketing mix that reflect the unique
attitudes, ancestry, communication preferences, and lifestyles of different races.
Multicultural Marketing
Culture incorporates the set of values, ideas, and attitudes that are learned and shared among the
members of a group.
Culture
The economy pertains to the income, expenditures, and resources that affect the cost of running a
business and household.
Economy
Technology refers to inventions or innovations from applied science or engineering research.
Technology
Marketspace is an information- and communication-based electronic exchange environment
mostly occupied by sophisticated computer and telecommunication technologies and digitized
offerings.
Marketspace Competition
Competition refers to the alternative firms that could provide a product to satisfy a specific
market’s need.
Regulation
Regulation consists of restrictions state and federal laws place on business with regard to the
conduct of its activities.
Consumerism
Consumerism is a grassroots movement started in the 1960s to increase the influence, power, and
rights of consumers in dealing with institutions.
Self-Regulation
Self-regulation is an alternative to government control where where an industry attempts to police
itself.
Chapter 5
【教学目的】
Describe the stages in the consumer decision process.
Distinguish among three variations of the consumer decision process: routine, limited, and
extended problem solving.
【教学重点】（1）consumer decision process
（2）three variations of the consumer decision process
【教学方法】 giving a lecture
【教学内容】
Consumer Behavior
Consumer behavior consists of the actions a person takes in purchasing and using products and
services, including the mental and social processes that come before and after these actions.
Purchase Decision Process
The purchase decision process is the stages a buyer passes through in making choices about which
products and services to buy.
Involvement
Involvement consists of the personal, social, and economic significance of the purchase to the
consumer.
Motivation
Motivation is the energizing force that stimulates behavior to satisfy a need.
Personality
Personality refers to a person’s consistent behaviors or responses to recurring situations.
Perception
Perception is the process by which an individual selects, organizes, and interprets information to
create a meaningful picture of the world.
Perceived Risk
Perceived risk represents the anxieties felt because the consumer cannot anticipate the outcomes
of a purchase but believes that there may be negative consequences.
Learning
Learning refers to those behaviors that result from (1) repeated experience and (2) reasoning.
Brand Loyalty
Brand loyalty is a favorable attitude toward and consistent purchase of a single brand over time.
Attitude
An attitude is a “learned predisposition to respond to an object or class of objects in a consistently
favorable or unfavorable way.”
Beliefs
Beliefs are a consumer’s subjective perception of how a product or brand performs on different
attributes based on personal experience, advertising, and discussions with other people.
Opinion leaders are individuals who exert direct or indirect social influence over others.
Opinion Leaders Word of Mouth
Word of mouth is the influencing of people during conversations.
Reference Groups
Reference groups are people to whom an individual looks as a basis for
self-appraisal or as a source of personal standards.
Family Life Cycle
The family life cycle describes the distinct phases that a family progresses through from formation
to retirement, each phase bringing with it identifiable purchasing behaviors.
Subcultures
Subcultures are subgroups within the larger, or national, culture with unique values, ideas, and
attitudes.
Chapter6
【教学目的】
Explain how buying centers and buying situations influence organizational purchasing.
Recognize the importance and nature of online buying in industrial, reseller, and government
organizational markets.
【教学重点】（1）buying centers
（2）online buying
【教学方法】 presentation
【教学内容】
Business Marketing
Business marketing is the marketing of goods and services to companies, governments, or
not-for-profit organizations for use in the creation of goods and services that they can produce and
market to others.
Organizational Buyers
Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies
that buy goods and services for their own use or for resale.
North American Industry Classification System (NAICS)
The NAICS provides common industry definitions for Canada, Mexico, and the United States,
which makes easier the measurement of economic activity in the three member countries of the
North American Free Trade Agreement (NAFTA).
Derived Demand
Derived demand means the demand for industrial products and services is driven by, or derived
from, demand for consumer products and services.
Supply Partnership
A supply partnership exists when a buyer and its supplier adopt mutually beneficial objectives,
policies, and procedures for the purpose of lowering the cost or increasing the value of products
and services delivered to the ultimate consumer.
Organizational Buying Behavior
Organizational buying behavior is the decision-making process that organizations use to establish
the need for products and services and identify, evaluate, and choose among alternative brands and
suppliers.
Buying Center
A buying center is the group of people in an organization who participate in the buying process
and share common goals, risks, and knowledge important to a purchase decision.
Buy Classes
Buy classes consist of three types of buying situations: straight rebuy; modified rebuy; and new
buy.
E-Marketplaces
E-marketplaces are online trading communities that bring together buyers and supplier
organizations to make possible the real time exchange of information, money, products, and
services.
Traditional Auction
A traditional auction is an online auction in which a seller puts an item up for sale and would-be
buyers are invited to bid in competition with each other.
Reverse Auction
A reverse auction is an online auction in which a buyer communicates a need for a product or
service and would-be suppliers are invited to bid in competition with each other.
Chapter 7
【教学目的】
Identify the major trends that have influenced the landscape of global marketing in the past
decade.
Identify the environmental factors that shape global marketing efforts.
Name and describe the alternative approaches companies use to enter global markets.
Explain the distinction between standardization and customization when companies craft
worldwide marketing programs.
【教学重点】（1）global marketing
（2）worldwide marketing programs.
【教学方法】 presentation
【教学内容】
Protectionism
Protectionism is the practice of shielding one or more industries within a country’s economy from
foreign competition through the use of tariffs or quotas.
Tariff
A tariff is a government tax on goods or services entering a country, primarily serving to raise
prices on imports.
Quota
A quota is a restriction placed on the amount of of a product allowed to enter or leave a country.
World Trade Organization
The World Trade Organization (WTO) is a permanent institution that sets rules governing trade
between its members through panels of trade experts who decide on trade disputes between
members and issue binding decisions.
Global Competition
Global competition exists when firms originate, produce, and market their products and services
worldwide.
Multidomestic Marketing Strategy
A multidomestic marketing strategy is used by multinational firms that have as many different
product variations, brand names, and advertising programs as countries in which they do business.
Global Marketing Strategy
A global marketing strategy is used by transnational firms that employ the practice of
standardizing marketing activities when there are cultural similarities and adapting them when
cultures differ.
Global Brand
A global brand is a brand marketed under the same name in multiple countries with similar and
centrally coordinated marketing programs.
Global Consumers
Global consumers consist of customer groups living in many different countries or regions of the
world who have similar needs or seek similar features and benefits from products or services.
Cross-Cultural Analysis
Cross-cultural analysis involves the study of similarities and differences among consumers in two
or more nations or societies.
Values
Values is a society’s personally or socially preferable modes of conduct or states of existence that
tend to persist over time.
Customs
Customs are what is considered normal and expected about the way people do things in a specific
country.
The Foreign Corrupt Practices Act (1977) is a law, amended by the International Anti-Dumping
and Fair Competition Act (1998), that makes it a crime for U.S. corporations to bribe an official of
a foreign government or political party to obtain or retain business
in a foreign country.
Foreign Corrupt Practices
Act (1977) Cultural Symbols
Cultural symbols are things that represent ideas or concepts.
Back translation is when a translated word or phrase is retranslated into the original language by a
different interpreter to catch errors.
Back Translation
A currency exchange rate is the price of one country’s currency expressed in terms of another
country’s currency.
Currency Exchange Rate
Exporting is producing goods in one country and selling them in another country.
Exporting Joint Venture
A joint venture is when a foreign country and a local firm invest together to create a local
business.
Direct Investment
Direct investment entails a domestic firm actually investing in and owning a foreign subsidiary or
division.
Dumping
Dumping is when a firm sells a
product in a foreign country below
its domestic price or below its actual cost.
Gray Market
A gray market is a situation where products are sold through unauthorized channels of distribution.
Also called parallel importing.
Chapter 8
【教学目的】
Identify the reason for doing.
Describe the four-step marketing research approach leading to marketing actions.
Describe three approaches to developing a sales forecast for a company.
Describe how are used in marketing, including the uses of questionnaires, observations,
experiments, and panels.
【教学重点】（1）marketing research
（2）secondary and primary data
【教学方法】 presentation
【教学内容】
Marketing Research
Marketing research is the process of defining a marketing problem and opportunity, systematically
collecting and analyzing information, and recommending actions.
Measures of Success
Measures of success are criteria or standards used in evaluating proposed solutions to a problem.
Data
Data are the facts and figures related
to the problem, and are divided into two main parts: secondary data and primary data.
Secondary Data
Secondary data are facts and figures that have already been recorded before the project at hand.
Primary Data
Primary data are facts and figures that are newly collected for the project.
Observational Data
Observational data are the facts and figures obtained by watching, either mechanically or in
person, how people actually behave.
Questionnaire Data
Questionnaire data are the facts and figures obtained by asking people about their attitudes,
awareness, intentions, and behaviors.
Sales Forecast
A sales forecast refers to the total sales of a product that a firm expects to sell during a specified
time period under specified environmental conditions and its own marketing efforts.
Chapter 9
【教学目的】
Explain what market segmentation is and when to use it.
Identify the five steps involved in segmenting and targeting markets.
Recognize the different factors used to segment consumer and organizational markets.
Know how to develop a market-product grid to identify a target market and recommend resulting
actions.
Explain how marketing managers position products in the marketplace.
【教学重点】（1）market segmentation;
（2）target market
【教学方法】 presentation
【教学内容】
Market Segmentation
Market segmentation involves aggregating prospective buyers into groups that (1) have common
needs and (2) will respond similarly to a marketing action.
Market Segments
Market segments are the relatively homogeneous groups of prospective buyers that result from the
market segmentation process.
Product Differentiation
Product differentiation is a strategy that involves a firm’s using different marketing mix activities
to help consumers perceive the product as being different and better than competing products.
Market-Product Grid
A market-product grid is a framework to relate the market segments of potential buyers to
products offered or potential marketing actions by the firm.
Synergy
Synergy is the increased customer value achieved through performing organizational functions
more efficiently.
Usage Rate
Usage rate is the quantity consumed or patronage (store visits) during a specific period of time.
80/20 Rule
The 80/20 rule is a concept that suggests 80 percent of a firm’s sales are obtained from 20 percent
of its customers.
Product Positioning
Product positioning refers to the place an offering occupies in consumers’ minds on important
attributes relative to competitive products.
Perceptual Map
A perceptual map is a means of displaying or graphing in two dimensions the location of products
or brands in the minds of consumers to enable a manager to see how consumers perceive
competing products or brands relative to its own and then take marketing actions.
Chapter 10
【教学目的】
Recognize the various terms that pertain to products and services.
Identify the ways in which consumer and business goods and services can be classified.
Explain the significance of “newness” in new products and services as it relates to the degree of
consumer learning involved.
Describe the factors contributing a new product’s or service’s success or failure.
Explain the purposes of each step of the new-product process
【教学重点】（1）products and services The Managerial Grid
（2）steps of the new-product process
【教学方法】 presentation
【教学内容】
Product
A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes
that satisfies consumers and is received in exchange for money or some other unit of value.
Product Line
A product line is a group of products that are closely related because they satisfy a class of needs,
are used together, are sold to the same customer group, are distributed through the same type of
outlets, or fall within a given price range.
Product Mix
The product mix is the number of product lines offered by a company.
Consumer Goods
Consumer goods are products purchased by the ultimate consumer.
Business Goods
Business goods are products that assist directly or indirectly in providing products for resale.
Also called as B2B goods, industrial goods, or organizational goods.
Services
Services are intangible activities or benefits that an organization provides to consumers in
exchange for money or something else of value.
Idle Production Capacity
Idle production capacity occurs when the service provider is available but there is no demand.
New-Product Process
The new-product process consists of seven stages a firm goes through to identify business
opportunities and convert them to a salable good or service.
Chapter 11
【教学目的】
Explain the product life cycle concept.
Identify ways that marketing executives manage a product’s life cycle.
Recognize the importance of branding and alternative branding strategies.
Describe the role of packaging and labeling in the marketing of a product.
Recognize how the four Ps framework applies to services
【教学重点】（1）product life cycle
（2）branding strategies
【教学方法】 presentation
【教学内容】
Product Life Cycle
The product life cycle describes the stages a new product goes through in the marketplace:
introduction, growth, maturity, and decline.
Branding
Branding is a basic decision in marketing products in which an organization uses a name, phrase,
design, or symbols, or combination of these to identify its products and distinguish them from
those of competitors.
Brand Name
A brand name is any word, device (design, shape, sound, or color), or combination of these used to
distinguish a seller’s goods or services.
Brand Personality
A brand personality is a set of
human characteristics associated
with a brand name.
Brand Equity
Brand equity is the added value a given brand name gives to a product beyond the functional
benefits provided.
Multiproduct Branding
Multiproduct branding is a branding strategy in which a company uses one name for all its
products in a product class.
Multibranding
Multibranding is a branding strategy that involves giving each product a distinct name when each
brand is intended for a different market segment.
Packaging
Packaging is a component of a product that refers to any container in which it is offered for sale
and on which label information is conveyed.
Capacity Management
Capacity management involves integrating the service component of the marketing mix with
efforts to influence consumer demand.
Off-Peak Pricing
Off-peak pricing consists of charging different prices during different times of the day or days of
the week to reflect variations in demand for the service.
Chapter 12
【教学目的】
Identify the elements that make up a price.
Describe how to establish the initial approximate price level using
demand-oriented, cost-oriented,
profit-oriented, and competition-oriented approaches.
Explain what a demand curve is and the role of revenues in pricing decisions.
Explain the role of costs in pricing decisions.
Describe how various combinations of price, fixed cost, and unit variable cost affect a firm’s
break-even point.
【教学重点】（1）the initial approximate price level
（2）demand curve
【教学方法】 presentation
【教学内容】
Price (P)
Price (P) is the money or other considerations (including other goods and services) exchanged for
the ownership or use of a good or service.
Profit Equation
A firm’s profit equation is as follows: Profit = Total revenue − Total cost; or Profit = (Unit price
× Quantity sold) − Total cost.
Demand Curve
A demand curve is a graph relating the quantity sold and price, which shows the maximum
number of units that will be sold at a given price.
Total Revenue (TR)
Total revenue (TR) is the total money received from the sale of a product.
Total revenue (TR) = unit price (P) × the quantity sold (Q) or TR = P × Q.
Total Cost (TC)
Total cost (TC) is the total expense incurred by a firm in producing and marketing a product.
Total cost (TC) equals the sum of fixed cost (FC) and variable cost (VC) or TC = FC + VC.
Fixed Cost (FC)
Fixed cost (FC) is the sum of the expenses of the firm that are stable and do not change with the
quantity of a product that is produced and sold.
Variable Cost (VC)
Variable cost (VC) is the sum of the expenses of the firm that vary directly with the quantity of a
product that is produced and sold.
Unit Variable Cost (UVC)
Unit variable cost (UVC) is variable cost expressed on a per unit basis.
Break-Even Analysis
Break-even analysis is a technique that analyzes the relationship between total revenue and total
cost to determine profitability at various levels of output.
Pricing Objectives
Pricing objectives involve specifying the role of price in an organization’s marketing and strategic
plans.
Pricing Constraints
Pricing constraints involve factors that limit the range of prices a firm may set.
Chapter 13
【教学目的】
Distinguish among traditional marketing channels, electronic marketing channels, and different
types of vertical marketing systems.
Explain what is meant by a marketing channel of distribution and why intermediaries are needed.
Describe factors that marketing executives consider when selecting and managing a marketing
channel.
Explain what supply chain and logistics management are and how they relate to marketing
strategy.
【教学重点】（1）marketing channel
（2）supply chain
【教学方法】 presentation
【教学内容】
Marketing Channel
A marketing channel consists of individuals and firms involved in the process of making a product
or service available for use or consumption by consumers or industrial users.
Dual Distribution
Dual distribution is an arrangement whereby a firm reaches different buyers by employing two or
more different types of channels for the same basic product.
Vertical Marketing Systems
Vertical marketing systems are professionally managed and centrally coordinated marketing
channels designed to achieve channel economies and maximum marketing impact.
Franchising
Franchising is a contractual arrangement between a parent company (a franchisor) and an
individual or firm (a franchisee) that allows the franchisee to operate a certain type of business
under an established name and according to specific rules.
Intensive Distribution
Intensive distribution is a level of distribution density whereby a firm tries to place its products
and services in as many outlets as possible.
Exclusive Distribution
Exclusive distribution is a level of distribution density whereby only one retail outlet in a specific
geographical area carries the firm’s products.
Selective Distribution
Selective distribution is a level of distribution density whereby a firm selects a few retail outlets in
a specific geographical area to carry its products.
Channel Conflict
Channel conflict arises when one channel member believes another channel member is engaged in
behavior that prevents it from achieving its goals.
Disintermediation
Disintermediation is channel conflict that arises when a channel member bypasses another
member and sells or buys products direct.
Logistics
Logistics consists of those activities that focus on getting the right amount of the right products to
the right place at the right time at the lowest possible cost.
Supply Chain
A supply chain is a sequence of firms that perform activities required to create and deliver a good
or service to consumers or industrial users.
Total Logistics Cost
Total logistics cost consists of expenses associated with transportation, materials handling and
warehousing, inventory, stockouts (being out of inventory), order processing, and return goods
handling.
Customer Service
Customer service is the ability of logistics management to satisfy users in terms of time,
dependability, communication, and convenience.
Vendor-Managed Inventory
Vendor-managed inventory (VMI) is an inventory management system whereby the supplier
determines the product amount and assortment a customer (such as a retailer) needs and
automatically delivers the appropriate items.
Chapter 14
【教学目的】
Identify retailers in terms of the utilities they provide.
Explain the alternative ways to classify retail outlets.
Describe the many methods of nonstore retailing.
Develop retailing mix strategies over the life cycle of a retail store.
Describe the types and functions of firms that perform wholesaling activities.
【教学重点】（1）retail outlets
（2）retailing mix strategies
【教学方法】 presentation
【教学内容】
Retailing
Retailing includes all activities involved in selling, renting, and providing goods and services to
ultimate consumers for personal, family, or household use.
Scrambled Merchandising
Scrambled merchandising involves offering several unrelated product lines in a single store.
Telemarketing
Telemarketing involves using the telephone to interact with and sell directly to consumers.
Retailing Mix
The retailing mix includes the activities related to managing the store and the merchandise in the
store, which includes retail pricing, store location, retail communication, and merchandise.
Shrinkage
Shrinkage is the breakage and theft of merchandise by customers and employees.
Multichannel Retailers
Multichannel retailers utilize and integrate a combination of traditional store formats and nonstore
formats such as catalogs, television, and online retailing.
Category Management
Category management is an approach to managing the assortment of merchandise in which a
manager is assigned the responsibility for selecting all products that consumers in a market
segment might view as substitutes for each other, with the objective of maximizing sales and
profits in the category.
Wheel of Retailing
The wheel of retailing is a concept that describes how new forms of retail outlets enter the market.
Retail Life Cycle
The retail life cycle is the process of growth and decline that retail outlets, like products,
experience, which consists of the early growth, accelerated development, maturity, and decline
stages.
Merchant Wholesalers
Merchant wholesalers are independently owned firms that take title to the merchandise they
handle.
Manufacturer’s Agents
Manufacturer’s agents are agents who work for several producers and carry noncompetitive,
complementary merchandise in an exclusive territory.
Also called manufacturer’s
representatives.
Brokers
Brokers are independent firms or individuals whose principal function is to bring buyers and
sellers together to make sales.
Chapter 15
【教学目的】
Discuss integrated marketing communication and the communication process.
Describe the promotional mix and the uniqueness of each component.
Select the promotional approach appropriate to a product’s life-cycle stage.
Discuss the characteristics of push and pull strategies.
Describe the elements of the promotion decision process.
Explain the value of direct marketing for consumers and sellers.
【教学重点】（1）integrated marketing communication
（2）promotional mix
【教学方法】 presentation
【教学内容】
Promotional Mix
The promotional mix consists of the combination of one or more of the communication tools used
to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and
(3) remind them later about the benefits they enjoyed by using the product.
Integrated Marketing Communications (IMC)
Integrated marketing communications (IMC) is the concept of designing marketing
communications programs that coordinate all promotional activities—advertising, personal selling,
sales promotion, public relations, and direct marketing—to provide a consistent message across all
audiences.
Communication
Communication is the process of conveying a message to others and requires six elements: a
source, a message, a channel of communication, a receiver, and the processes of encoding and
decoding.
Advertising
Advertising is any paid form of nonpersonal communication about an organization, good, service,
or idea by an identified sponsor.
Personal Selling
Personal selling involves the two-way flow of communication between a buyer and seller, often in
face-to-face encounter, designed to influence a person’s
or group’s purchase decision.
Public Relations
Public relations is a form of communication management that seeks to influence the feelings,
opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees,
and other publics about a company and its products or services.
Publicity
Publicity is a nonpersonal, indirectly paid presentation of an organization, good, or service.
Sales Promotion
Sales promotion is a short-term inducement of value offered to arouse interest in buying a good or
service.
Direct Marketing
Direct marketing uses direct communication with consumers to generate a response in the form of
an order, a request for further information, or a visit to a retail outlet.
Push Strategy
A push strategy consists of directing the promotional mix to channel members to gain their
cooperation in ordering and stocking the product.
Pull Strategy
A pull strategy consists of directing the promotional mix at ultimate consumers to encourage them
to ask the retailer for a product.
Hierarchy of Effects
The hierarchy of effects is the sequence of stages a prospective buyer goes through from initial
awareness of a product to eventual action (either trial
or adoption of the product). The stages include awareness, interest, evaluation, trial, and
adoption.
Direct Orders
Direct orders are the result of direct marketing offers that contain all the information necessary for
a prospective buyer to make a decision to purchase and complete the transaction.
Lead Generation
Lead generation is the result of a direct marketing offer designed to generate interest in a product
or a service and a request for additional information.
Traffic Generation
Traffic generation is the outcome of a direct marketing offer designed to motivate people to visit a
business.
Chapter 16
【教学目的】
Explain the differences between product advertising and institutional advertising and the
variations within each type.
Describe the steps used to develop, execute, and evaluate an advertising program.
Explain the advantages and disadvantages of alternative advertising media.
Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions.
Recognize public relations as an important form of communication.
【教学重点】（1）advertising
（2）alternative advertising media
【教学方法】 presentation
【教学内容】
Advertising
Advertising is any paid form of nonpersonal communication about an organization, good, service,
or idea by an identified sponsor.
Product Advertisements
Product advertisements are advertisements that focus on selling a good or service and which take
three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and
(3) reminder.
Institutional Advertisements
Institutional advertisements are advertisements designed to build goodwill or an image for an
organization rather than promote a specific good or service.
Infomercials
Infomercials are program-length (30-minute) advertisements that take an educational approach to
communication with potential customers.
Pretests
Pretests are tests conducted before the advertisements are placed in any medium to determine
whether it communicates the intended message or to select among alternative versions of the
advertisement.
Posttests
Posttests are tests conducted after an advertisement has been shown to the target audience to
determine whether it accomplished its intended purpose.
Consumer-Oriented Sales Promotions
Consumer-oriented sales promotions are sales tools used to support a company’s advertising and
personal selling directed to ultimate consumers.
Product Placement
Product placement is a sales promotion tool that uses a brand-name product in a movie, television
show, video, or a commercial for another product.
Sales Promotions
Trade-oriented sales promotions are a Sales tools used to support a company’s advertising and
personal selling directed to wholesalers, distributors, or retailers. Also called trade promotions.
Trade-Oriented
Cooperative Advertising
Cooperative advertising consists of advertising programs by which a manufacturer pays a
percentage of the retailer’s local advertising expense for advertising the manufacturer’s products.
Publicity Tools
Publicity tools consist of methods of obtaining nonpersonal presentation of an organization, good,
or service without direct cost. Examples include news releases, news conferences, and public
service announcements.
Chapter 17
【教学目的】
Describe what personal selling is and how it creates customer value, customer relationships, and
customer experiences.
Explain why certain types of products and services are particularly suited for personal selling.
【教学重点】（1）personal selling
（2）adaptive selling.
【教学方法】 presentation
【教学内容】
Personal Selling
Personal selling involves the two-way flow of communication between a buyer and seller, often in
face-to-face encounter, designed to influence a person’s
or group’s purchase decision.
Sales Management
Sales management involves planning the selling program and implementing and controlling the
personal selling effort of the firm.
Relationship Selling
Relationship selling is the practice of building ties to customers based on a salesperson’s attention
and commitment to customer needs over time.
Order Taker
An order taker processes routine orders or reorders for products that were already sold by the
company.
Order Getter
An order getter sells in a conventional sense and identifies prospective customers, provides
customers with information, persuades customers to buy, closes sales, and follows up on
customers’ use of a product or service.
Personal Selling Process
The personal selling process consists of sales activities occurring before and after the sale itself,
consisting of six stages:
(1) prospecting, (2) preapproach,
(3) approach, (4) presentation, (5) close, and (6) follow-up.
Adaptive Selling
Adaptive selling is a need-satisfaction presentation format that involves adjusting the presentation
to fit the selling situation, such as knowing when to offer solutions and when to ask for more
information.
Consultative Selling
Consultative selling is a need-satisfaction presentation format that focuses on problem
identification, where the salesperson serves as an expert on problem recognition and resolution.
Sales Plan
A sales plan is a statement describing what is to be achieved and where and how the selling effort
of salespeople is to be deployed.
Major Account Management
Major account management is the practice of using team selling to focus on important customers
so as to build mutually beneficial, long-term, cooperative relationships. Also called key account
management.
Account Management Polices
Account management policies specify whom salespeople should contact, what kinds of selling and
customer service activities should be engaged in, and how these activities should be carried out.
Sales Quota
A sales quota contains specific goals assigned to a salesperson, sales team, branch sales office, or
sales district for a stated time period.
Salesforce Automation
Salesforce automation (SFA) is the use of computer, information, communication, and Internet
technologies to make the sales function more effective and efficient.
Chapter 18
【教学目的】
Describe what interactive marketing is and how it creates customer value, customer relationships,
and customer experiences.
Explain why certain types of products and services are particularly suited for interactive
marketing.
Describe why consumers shop and buy online and how marketers influence online purchasing
behavior.
Define multichannel marketing and the role of transactional and promotional websites in reaching
online consumers.
【教学重点】（1）interactive marketing product life cycle
（2）online purchasing behavior
【教学方法】 presentation
【教学内容】
Interactive Marketing
Interactive marketing involves two-way buyer-seller electronic communication in a
computer-mediated environment in which the buyer controls the kind and amount of information
received from the seller.
Choiceboard
A choiceboard is an interactive,Internet-enabled system that allows individual customers to design
their own products and services by answering a few questions and choosing from a menu of
product or service attributes (or components), prices, and delivery options.
Collaborative Filtering
Collaborative filtering is a process that automatically groups people with similar buying intentions,
preferences, and behaviors and predicts future purchases.
Personalization
Personalization is the consumer-initiated practice of generating content on a marketer’s website
that is custom tailored to an individual’s specific needs and preferences.
Permission Marketing
Permission marketing is the solicitation of a consumer’s consent (called “opt-in”) to receive
e-mail and advertising based on personal data supplied by the consumer.
Customer Experience
Customer experience is the sum total of the interactions that a customer has with a company’s
website, from the initial look at a home page through the entire purchase decision process.
Bots
Bots are electronic shopping agents or robots that comb websites to compare prices and product or
service features.
Customerization
Customerization is the growing practice of not only customizing a product or service but also
personalizing the marketing and overall shopping and buying interaction for each customer.
Web Communities
Web communities are websites that allow people to congregate online and exchange views on
topics of common interest.
Spam
Spam is communications that take the form of electronic junk mail or unsolicited e-mail.
Viral Marketing
Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward
marketer-initiated messages to others via e-mail.
Dynamic Pricing
Dynamic pricing is the practice of changing prices for products and services in real time in
response to supply and demand conditions.
Portals
Portals are electronic gateways to the Internet that supply a broad array of news and entertainment,
information resources, and shopping services.
Cookies
Cookies are computer files that a marketer can download onto the computer of an online shopper
who visits the marketer’s website.
Multichannel Marketing
Multichannel marketing consists of the blending of different communication and delivery
channels that are mutually reinforcing in attracting, retaining, and building relationships with
consumers who shop and buy in the traditional marketplace and marketspace.