Marketing course knowledge p. p. 1F2n
Chapter 65438 +0 20th century marketing x' @ xho ~ a.
Knowledge points in this chapter *** 12: PJ/Y _-_ Y
1. 1 the task of marketing t- Q'rnF|6.
Marketing scope ZvUl W Z
1. 1.2 JF+x4j broader vision of marketing tasks
1. 1.3 Decisions made by marketers Lf>. 6+ ~p
1.2 marketing ideas and tools MVik-Hs
1.2. 1 definition of marketing f]>h]H5av
1.2.2 core marketing concept IzAGV & gts0p
1.3 company's market positioning v >; ] YL
1.3. 1 production concept y' \ B6; ]mK
1.3.2 product concept [{z = yp [x; O $ & ltbr & gt 1.3.4 marketing concept j%] p; Ma & ltbr & gt 1.3.5 social marketing concept RTZS
2.4. 1 attract customers c_BMZM5dtm
2.4.2 Calculate the cost of losing customers N"]6"hk! F
2.4.3 Maintain customers' needs! )F0 0
2.4.4 Relationship Marketing: This is the key.
2.5 customer profitability: the ultimate test SLE ou
2.6 implement total quality marketing e/b.u >;
2.6. 1 quality and total quality management /$e2l/HVs
2.6.2 total quality marketing mnyP=+Y
(Netherlands)
Chapter III Winning the Market: Market-oriented Strategic Plan tqFi/O0F
Standard & Poor's. 2 & gtgP；
Nine knowledge points in this chapter: XKL Di{U
3. 1 company and department strategic plan ivwzc &;
3. 1. 1 strategic plan overview RNz #@m
3. 1.2 establishing the company mission %HGFXPx
3. 1.3 tools for establishing strategic business units (s k9X)
3. 1.4 Method of planning new business work vzw^6OVR
3.2 business strategic plan 9HCTIM'p
3.2. 1SWOT analysis 0 MQZ &；; s)u
3.2.2 Target setting vsXU% [/
3.2.3 Plan management, implementation and control R[, dh; y
3.3 marketing process oj U L*TJ
3.3. 1 value transfer process 0
3.3.2 M3gb @h in the planning process
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Chapter iv collecting information and measuring market demand? CTb%:7
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Eight knowledge points in this chapter: a a =, 94
4. 1 composition of modern marketing information system v :Bo*, e
4. 1. 1 marketing information system bIR 04LG
4. 1.2 internal reporting system dz 1f Xg
4. 1.3 Marketing Information System 5D5P
4. 1.4 Market research system J&; n； %`PTn
4. 1.5 Marketing Decision Support System) KKM'%
4.2 Demand Forecast and Demand Measurement e $| #
4.2. 1 Level of measuring market demand+; ZV)
4.2.2 which market to measure) V gM [i
4.2.3 Requirements measurement related vocabulary and methods EE TK2z{$
-fLiq\#9L
Chapter 5 Scanning Marketing Environment # wc.55l
iHlDs0Slr
Nine knowledge points in this chapter: Q\t=AEka.
5. 1 Analyze the demand and trend of macro environment {qg}
5. 1. 1 o[u. B' B] The necessity of macro-environmental analysis
5. 1.2 emphasis of macro-environmental analysis VpgADX/q
5.2 Identification and reaction of main macro-environmental factors KLCl[C
Main factors of macro environment qVMON
5.2.2 humanistic environment apcp3)Q
5.2.3 Economic environment. Jy\dts
Natural environment? w^fsT^P
5.2.5 Technical environment &; ? _ T！ Vanuatu
5.2.6 Political and legal environment zw @! L#
Social and cultural environment. j
2x%Sc6(0 2
The sixth chapter analyzes the consumer market and purchasing behavior.
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*** 14 knowledge points in this chapter: _'1> X)D
6. 1 consumer buying behavior mode SsB^\YB
6. 1. 1 consumption "stimulus" J.E 1L
6. 1.2 purchasing "black box" DwR=u-0:A
6. 1.3 purchase decision; He & JVKL
6.2 The main influencing factors of consumer purchase behavior in the second quarter 6xobTjZ0t
6.2. 1 cultural factors n &；; *h+jF
6.2.2 social factors n4IRfV5?
6.2.3 Personal factors 43 >; ti*S(:
Psychological factors.
6.3 consumer purchase decision-making process s l-? 2O-
6.3. 1 buy role D0Y < k[( 1
6.3.2 purchase of 42*i bbe
6.4 RMD in all stages of consumer purchase decision. /l9xno
6.4. 1 problem understanding }ng(95
Zo8Y%^M information collection
6.4.3 Procedure evaluation ap 2
6.4.4 purchase decision a%#b} UKO
6.4.5 post-purchase behavior
Chapter VIII Analysis of Competitive Environment and Decision-making of Competitive Strategy
*** 10 knowledge points in this chapter; zS $ VU _ I-；
8. 1 competitive marketing factor model yLrNKml
8.2 Industry structure type! pdRz:
8.3 Industry analysis content *H! r(F_]"
8.4 Analyze the content of competitor BZ 'PK$
8.5 competitive strategy) v`.XZ6HF
8.5. 1 Method for market leaders to expand the total market ee = =
8.5.2 the defensive strategy of market leaders I >；; _@2
8.5.3 Attack Strategy of Market Challenger h2ym
8.5.4 Specific attack strategy 3KO\PZ!
8.5.5 Types of the following policies *3m Q[r*
8.5.6 Types of market substitutes xYD[gT(9
Chapter 9 Market Segmentation and Target Market Selection There are 6 knowledge points in this chapter. Y&I {NN @ {& ltbr & gt9. 1 the significance of market segmentation r9psec) oo
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There are six knowledge points in this chapter, l, }(Ab7hB
11.1.1new product concept: EqJ\Dz
1 1. 1.2 Necessity of new product development: k * $ mpx
1 1. 1.3 the main possible factors of new product development failure: _# IT*#V#
1 1.2. 1 new product development process: 67j! _yq5
1 1.2.2 What major decisions should enterprises make in the commercialization stage of new product development? "9,? query language
1 1.3. 1 The main factor affecting the adoption process of new products: wBJQ"+
Britain [Russia: Egypt]
Chapter 13 Managing Product Lines and Brands #TndPl4,
]; X5 million feet
This chapter 1 1 knowledge KT3lTYhD
13. 1 product hierarchy ro.lL9{
13.2 product classification tE4MKxN
13.3 four indicators of product portfolio Bs^Cr
The direction of 13.4 product line to expand CV&; [& amp； +Zhai
13.5 brand definition and attributes ~}) jn`? Seventy two
13.6 Five Steps of Brand Decision M ~ # J
Have the advantages of "cs @ s" brand.
13.6.2 Several forms of brand users g +G/JT~
13.6.3 Four methods for choosing brand names NV|L_:YH_g
13.6.4 five choices of brand strategy decision dP (d_3?
13.7 Functions of packaging ukL and Ve
13.8 testing of packaging F3HtAJY
HIs3 & gty
Chapter 15 Design pricing strategy and scheme 6C9 {pct`b
16.2.4 Evaluate the main channel scheme R)@. ]Ev；
16.3 channel management decision lTZu{B kD
16. 3. 1 Select channel member f3YN. {
16.3.2 Encourage channel members; wA； \ X； 0B
16.3.3 Evaluate channel member jey/~Z0. H
16.3.4 Channel improvement Arrangell/; " r{#nf
16.4 channel dynamic mz! Do it! (s
16.4. 1 vertical marketing system F [
16.4.2 horizontal marketing system 4q=0v
16.4.3 multi-channel marketing system C'c? /8S
16.4.4 functions of the same channel company >: [UTM? ^
16.5 channel cooperation, conflict and competition 1) J( M*h
16.5. 1 Types of conflict and competition Fj}6 #Ia
16.5.2 channel conflict reason cm! l 1+
Management of channel conflict! 3#! j.422
16.5.4 legal and moral issues in channel relations n56I6j G
，& gt| Phz & gt
Chapter 18 Design and management of integrated marketing communication w#EL_Ix
Rzg5，W}
This chapter 18 knowledge points. #GJdg。 :zT
18 design and management integrated marketing communication 9I, ~
18. 1 views on the propagation process Q7)1g; "
18. 1. 1 marketing communication combination element R3\"KtT
18. 1.2 views on the propagation process z(6#Kj()Q{
1. Definition' 3MDg%z
2. component B 1#:. Gross Weight (gross weight)
3. Factors affecting information dissemination
18.2 Develop effective communication
18.2. 1 Determine the target audience s5qq3? 93
Determine the propagation target Q 8c-EW.
Design information e 1jK%' LJ
1. Information content Gr9! i0S
2. Information Structure 6ui C (
3. Information table N Ic cz7f
4. Information sources
18.2.4 select the communication channel pumfVcG.
1. personnel information dissemination channel qYgA6p
2. When the non-personnel information dissemination channel Q & gt/=tu+G@
18.2.5 Prepare the total promotion budget p! 5h@SVA！ 2
18.2.6 promotion combination decision (nfgcaf >;
:& ampvj\M4f
Chapter 19 Advertising, Promotion and Public Relations Management * * * 9 x @/
O8%3dBS^.
This chapter *** 19 knowledge points %}Uz Ox7
1. 1 Develop and manage advertising projects (advertising scheme making steps) a
1. 1. 1 the concept of advertising &; As [` [
1. 1.2 Develop and manage the advertising scheme dqk/&; fpb
1.2.3 advertising target classification yN`w er |
1.2.4 the concept of advertising reach, frequency and influence u! c0 & lt3:a
1.2.5 classification and characteristics of fwndab advertising media
1.2.6 advertising effectiveness measurement qaVVqZ
1.2 promotion A_l$J
1.2. 1 the concept of promotion wx6ZNl & gt
1.2.2 promotion purpose Hxfo N
1.2.3 Main decision-making process of sales promotion. &; M3WB
1.2.4 promotional tools; & ltEs4Fm[
1.3 public * * * relation jWF & gt7P 1VQ
1.3. 1 public concept, -NPIROG
The concept of 1. 3. 2 * * * relationship |! o5； cA#f
1.3.3 the concept of marketing public relations Z 3 # >；; (o
1.3.4 Public relations activities @ AZsl%X
1.3.5 The task of marketing public relations WAW (l% {dr
20.2.4 Incentive of Sales Representative q9x\}8 t
20.2.5 Evaluation of Sales Representative 7N}cHx2P
20.3 Promotion Principles
20.3. 1 promotion technology "('7lW95B
20.3.2 negotiation rcu9_q qb
20.3.3 Relationship Marketing MW _；; XB XY
RkRdeUt
Chapter 2 1 Managing Direct Selling and Online Marketing id xr* (
Z@ ` rjyh
Knowledge points in this chapter *** 18: [? :r！
1. Grasp the benefits of direct selling? |Rx+u！ .
2. master the main channel of direct sales N6RNMLMV, m.
3. Master how the company uses integrated direct marketing to gain a competitive advantage. ZQu: # O 1A
4. Master what kind of marketing opportunities jqnzthF > is provided by online marketing channels; T
5. Grasp the ethical issues that should be paid attention to in direct selling and online marketing xwr | q.
2 1. 1 the growth and benefits of direct selling 7#_c! Fitzsimon general hospital
2 1. 1. 1 Growth of direct selling Ew M~k-
2 1. 1.2 benefits of direct selling q*hz5). d
2 1. 1.3 the largest marketing mode in integrated direct marketing C = | e ~ _ C0
2 1.2 customer database and direct marketing g:> Zv $
2 1.2. 1 customer database. L%VJNzK6
2 1.2.2 method of using database SMekHI by the company
2 1.3 main direct selling channel gBu\Gp! B
2 1.3. 1 face-to-face marketing | ~:; |G]
2 1.3.2 direct mail order 6 >]g#wdgH
2 1.3.3 Directory Marketing hKMac _ d；;
2 1.3.4 telemarketing 4 =pQ`o+
2 1.3.5 other media directly market lXu-8yZ dollars.
2 1.3.6 Shopping kiosk marketing d
21.4 265438+20th century marketing: e-commerce! x？ 4G#Cx- 1
2 1.4. 1 e-commerce akRlsQ\
2 1.4.2 network marketing: advertising and non-advertising 1_t_dG/
2 1.5 Ethical Issues in Direct Selling * * *$n6ek||
A% 1rM_
Chapter 22 Managing the Overall Marketing Work iiU+8
S3。 & gt}-
This chapter ***7 knowledge points; Zkvw6_mRm
22. 1 marketing organization ~]; ! ! ! U
22. 1.2 organization form of marketing department VS+iP}ImHq
22. 1.3 the relationship between the marketing organization and other departments is even! 9kWf
22.2 marketing execution 1ZRQAWlL
22.2. 1 Factors affecting the effective implementation of the marketing plan `! QyJ '
22.2.2 marketing execution skills Od$Z
22.2.3 marketing execution process > < ! * a% `%.
22.3 Marketing Evaluation and Control 5Wl#-_
22.3. 1 definition of marketing control KZYX[G
22.3.2 marketing control content