中南财经政法大学武汉学院外语系中南财经政法大学武汉学院外语系 市场营销市场营销 英英 课程教案课程教案 Teaching Plan for Marketing Foreign Language Department of Wuhan College ZNUEL 课程名称课程名称 Course Title Marketing 授课学时授课学时 Class Periods 2 授课单元或章节授课单元或章节 Unit Chapter Chapter 1 An overview of marketing 教学目的及要求教学目的及要求 Objectives market orientedfirmsfocusoncustomers needsand preferences Second selling orientedcompaniesconsider themselves to be deliverers of goods and services whereas market oriented companies view themselves as satisfiers of customers Third selling oriented firms direct their products to everyone market oriented firms aim at specific segments of the population Fourth although the primary goal of both types of firms is profit selling oriented businesses seek maximum sales volume through intensive promotion whereas market oriented businesses pursue customer satisfaction through coordinated activities Describe customer focused strategy A customer focused strategy is a principle of functional business systems It means putting the customer at the center and satisfying customer needs and wants 课后作业课后作业 Assignments Study the casesof Konka s SuccessfulU S Entryand Internationalization of the Haier Group 主要参考资料主要参考资料 References 市场营销原理 亚洲版 英文第 2 版 菲利普 科特勒 2012 5 北京 机械工业出版社 市场营销案例精选精析 朱华 窦坤芳 2003 北京 经 济管理出版社 市场营销学 张黎明 2011 9 成都 四川大学出版社 市场营销学 双语 应斌 2007 7 武汉 武汉理工大 学出版社 备备 注注 Notes 任课教师签名 任课教师签名