試談市場營銷與技巧課程標準(編輯修改稿)
2025-08-11 03:30 本頁面
【文章內(nèi)容簡介】 eting research process：problem recognition；meet and define problem and determine how to solve it；Search secondary data sources and own database；Undertake quickand dirty primary research；Undertake thorough primary research；Analyze information；Present findings.3) The major topics in marketing research: consumer research, petitor research。 channel research。 publicpolicy research4）Three tools used in marketing research：the marketing information system。 decision support systems。 the research project5）Case study: strategic issues in Chinese marketing 教學要求：；；。（六） unit six (Lesson 13,14) 教學內(nèi)容：：1）The definition of marketing segmentation,targeting and positioning 2）The target marketing selection process and market segmentation methods: geographic segmentation, demographic segmentation, gender segmentationine segmentation, psychographic segmentation, behavioral segmentation3) Criteria for successful segmentation: heterogeneous, measurable Substantial, actionable, accessible, accessible 4) How to target the various segments 5）Case study: McDonald’s Pizza ：基本概念：? Market Segmentation is a process of dividing a market into distinct groups of buyers who might require seperated products or marketing mix.? Market Segment is a group of consumers that are alike based on some characteristic(s).? Targeting is a process of matching a specialized marketing mix with the needs of a specific market segment.? Positioning is the image that customers have about a product, especially in relation to the product39。s petitors.知識點： 1）The target marketing selection process and market segmentation methods 2) How to target the various segments 教學要求：，市場定位和市場細分的基本方法；；。（七） unit seven (Lesson 15,16,17)教學內(nèi)容：：1）The definition of marketing channel and physical distribition；2）Marketing channel structure: Length of channel structure。 Intensity of cha
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