Session 1 Overview of Marketing and Marketing Management

Time required: 2 hours
Objectives & Requirements
　　Be aware of
　　• reasons for studying marketing
　　• general framework of Marketing
　　• goals of the marketing system
　　• how marketing is used by different kinds of organizations
Essential Concepts
　　• definition of Marketing,
　　• the Generic Value Chain
　　• the Value Equation
　　• the core marketing concepts (need, want, demand, value, satisfaction, exchange, relationship, etc.)
　　• demand management
　　• marketing system goals
　　• major philosophies of marketing (production concept, product concept, marketing concept, etc.)
Text Chapter and Supplementary Materials
　　Chapter 1，Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: Question 1 (a – e)
　　Issues for Discussion:
　　1. What has happened to Qinchi in the following case?
　　2. Which marketing philosophy did the management take when Qinchi made its fame?
　　　What was the consequence of it?
　　3. What lesson can you draw out of it?
　　　(背景：昔日广告“标王”盛名不再，秦池酒厂要整体出售)
Case Analysis
　　1. “Princeline.com: Changing Business in the New Millennium”，Principles of Marketing 9th ed.
　　2.《海尔集团》（《当代营销学案例集》）

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