采購人員市場營銷培訓(xùn)課程

Section 1 Definitions of marketing and the marketing concept定義市場與市場概念
1. Definitions of marketing定義市場                                                   
2. marketing orientation市場方向                   
3. the marketing mix-4P  市場的混合-4P                                         
4. relationship between marketing and other functions市場與其它功能部門關(guān)系
5. case study 案例分析
 
Section 2  Relationship marketing關(guān)系市場
1. relationship marketing vs transactional marketing   關(guān)系市場與交易市場
2. relationship networks關(guān)系網(wǎng)絡(luò)
3. customer relationship客戶關(guān)系                                                                  
4. supplier relationship供應(yīng)商關(guān)系
5. intermediary relationship中間人關(guān)系                                                        
6. stakeholder relationship利益相關(guān)者關(guān)系
7. employee relationship員工關(guān)系                                                        
8. case study案例分析
 
Section 3  the external environment and its impact on marketing decisions外部環(huán)境及其對市場決策的影響
1. marketing and the external environment市場與外部環(huán)境                         
2. macro factors宏觀因素
3. micro factors微觀因素                                                                               
4. case study案例分析
 
Section 4  Consumer buying behaviour消費(fèi)者購買行為
1. buying behaviour購買行為                                                                        
2. consumer buying motoives消費(fèi)者購買動機(jī)
3. the consumer decision process消費(fèi)者決定流程                                       
4. participants in the consumer decision process參與消費(fèi)者采購決策
5. factors influencing the decision process影響決策因素                             
8. case study案例分析
 
Section 5  organizational buying behaviour組織采購行為
1. characteristics of industrial markets工業(yè)品市場特征                                
2. the organizational buying process組織采購行為
3. participants in the organizational buying process參與組織采購流程        
4. influences on the organizational buying process影響組織采購流程
5. case study案例分析
 
Section 6  the target marketing process目標(biāo)市場流程
1.target marketing目標(biāo)市場                                                                           
2. bases for segmenting industrial markets細(xì)分工業(yè)品市場的基礎(chǔ)
3. targeting 目標(biāo)                                                                                            
4. Positioning定位
5. case study案例分析
 
Section 7  marketing research and the marketing research process市場調(diào)查研究與市場研究流程
1. the marketing research process市場調(diào)查流程                                           
2. types of data市場數(shù)據(jù)的類型
3. secondary research primary research次調(diào)查與主調(diào)查                              
4. Experimentation實(shí)驗(yàn)法
5. sampling市場抽樣                                                                                     
6. test marketing測試市場
7. the marketing information system(MkLS)市場管理信息系統(tǒng)         
8. case study案例分析
 
Section 8  the product產(chǎn)品
1. the dimensions of a product產(chǎn)品尺寸                                              
2. consumer products消費(fèi)類產(chǎn)品
3. industrial products    工業(yè)品                                                                       
4. the product life cycle(PLC)產(chǎn)品生命周期
5. the Boston consulting group matrix(BSG)波士頓顧問矩陣                      
6. case study案例分析
 
Section 9  product planning and new product development產(chǎn)品計(jì)劃與新產(chǎn)品開發(fā)
1. the Ansoff matrix安索夫矩陣                                                                     
2. new product development(NPD)新產(chǎn)品開發(fā)
3. case study案例分析
 
Section 10  planning and packaging considerations計(jì)劃與包裝的考慮
1. branding  品牌                                                                                         
2. developing a brand strategy開發(fā)品牌戰(zhàn)略
3. advantage and disadvantage of branding品牌的利與弊                   
4. branding strategies品牌戰(zhàn)略
5. brand names    品牌名稱                                                                            
6. branding in the industrial sector工業(yè)品牌
7. the purpose of packaging   包裝目的                                                          
8. case study案例分析
 
Section 11  pricing decisions價(jià)格決策
1. approach to pricing定價(jià)方法                                                                      
2. demand-based pricing需求定價(jià)法
3. cost-based pricing成本定價(jià)法                                                                   
4. market-based pricing市場定價(jià)法
5. pricing strategies定價(jià)戰(zhàn)略                                                                         
6. pricing tactics定價(jià)策略
7. price formulate and tendering價(jià)格計(jì)算公式與投標(biāo)                                 
8. case study案例分析
 
Section 12  distribution systems 配送系統(tǒng)
1. distribution defined配送的定義                                                                 
2. channels of distribution配送渠道
3. channel intermediaries渠道中間人                                                            
4. direct marketing直接市場營銷
5. channel selection strategy渠道選擇戰(zhàn)略                                                   
6. case study案例分析
 
Section 13  promotion市場推廣
1. the role of promotion市場推廣的角色                                                      
2. the promotional mix市場推廣矩陣
3. balancing elements of the promotional mix市場推廣矩陣的平衡因素     
4. push vs pull推與拉模式
5. promotional planning市場推廣計(jì)劃                                                          
6. case study案例分析
 
Section 14  the sales function銷售職能
1. the role of personal selling 個人銷售的角色                                              
2. the role of the sales force銷售團(tuán)隊(duì)的角色
3. the size of the sales force   銷售團(tuán)隊(duì)的大小                                              
4. sales force organization銷售團(tuán)隊(duì)的組織
5. control and evaluation of sales force performance   控制與評估銷售團(tuán)隊(duì)的績效6. motivating the sales force銷售團(tuán)隊(duì)的激勵
7. case study案例分析
 
Section 15  the marketing of services服務(wù)市場營銷
1. the service economy服務(wù)經(jīng)濟(jì)                                                                   
2. the growth of the service economy服務(wù)經(jīng)濟(jì)的發(fā)展
3. characteristics of services服務(wù)的特征                                                       
4. the marketing mix for services服務(wù)市場矩陣
5. case study案例分析
 
Section 16  not-for-profit organizations非盈利性組織
1. not-for-profit organization 非盈利性組織                                                  
2. types of market for not-for-profit organizations非盈利性組織市場類型
3. why do not for profit organizations need marketing?為何非盈利性組織需要市場營銷4. the target marketing目標(biāo)市場
5. the marketing mix市場矩陣                                                                       
6. case study案例分析
 
Section 17  international marketing(1)國際市場(I)
1. reasons for marketing goods internationally國際市場營銷的原因           
2. macro trends encouraging international trade宏觀趨勢鼓勵國際貿(mào)易
3. the international marketing environment國際市場環(huán)境                    
4. barriers to international trade國際貿(mào)易的障礙
5. international market entry strategies國際市場進(jìn)入戰(zhàn)略                  
6. criteria for selecting suitable international market entry strategies選擇合適的國際市場準(zhǔn)入戰(zhàn)略標(biāo)準(zhǔn)
7. case study案例分析
 
Section 18  international marketing(2) 國際市場(2)
1. managing the international marketing mix管理國際市場矩陣         
2. product management產(chǎn)品管理
3. pricing    定價(jià)                                                                                              
4. Promotion市場推廣
5. international marketing strategy國際市場戰(zhàn)略                                          
6. case study案例分析
 
Section 19  marketing planning市場計(jì)劃
1. the marketing planning process市場計(jì)劃流程                                          
2. mission and corporate objectives使命與企業(yè)目標(biāo)
3. marketing audit市場審核                                                                            
4. SWOT analysis優(yōu)、劣勢機(jī)會威脅分析
5. Assumptions假設(shè)                                                                                       
6. Marketing objectives市場目標(biāo)
7. segmentation市場細(xì)分                                                                               
8. targeting and positioning目標(biāo)與定位
9. marketing mix strategy市場營銷混合戰(zhàn)略                                               
10. resource allocation and implementation資源分配與實(shí)施
11. control and review  控制與回顧                                                               
12. case study案例分析

何芳，中華企管培訓(xùn)網(wǎng)特邀培訓(xùn)講師

個人簡介
何芳，香港理工大學(xué)MBA，CIPS采購與供應(yīng)管理碩士，英國皇家采購與供應(yīng)學(xué)會，英國皇家采購與供應(yīng)學(xué)會CIPS課程特聘講師，CSCMP美國供應(yīng)鏈管理專業(yè)協(xié)會注冊供應(yīng)鏈管理師認(rèn)證課程特聘講師，ITC采購與供應(yīng)鏈管理資格國際認(rèn)證特聘講師，深圳物流與供應(yīng)鏈聯(lián)合會特聘講師,西北工業(yè)大學(xué)深圳研究院簽約講師采購，物流及供應(yīng)鏈管理顧問/專家/講師，主要服務(wù)于制造業(yè)，物流供應(yīng)鏈行業(yè)和品牌零售業(yè)。

職業(yè)背景
    何芳老師具有現(xiàn)代的管理專業(yè)知識和十幾年的豐富實(shí)戰(zhàn)工作經(jīng)驗(yàn)。曾任職于全球五百強(qiáng)公司泰科電子（Tyco Electronics，世界上最大的無源電子元件供應(yīng)商，占全球連接器40%市場份額）等行業(yè)領(lǐng)先公司，擔(dān)任采購物流供應(yīng)鏈重要職務(wù)。負(fù)責(zé)全盤sourcing及purchasing，倉儲管理及配送工作，也曾任職于IPO（International Purchasing Office）負(fù)責(zé)將高成本的歐美地區(qū)（HCC）的項(xiàng)目轉(zhuǎn)移到低成本的亞太區(qū)（LCC）的供應(yīng)商找尋，審核組織，議價(jià)，確定，流程優(yōu)化等工作。

主要涉及的行業(yè)
    電子、五金、塑膠、電機(jī)、醫(yī)療、包裝、珠寶、飾品、化工等制造業(yè)及物流和品牌連鎖業(yè)、貿(mào)易、教育、培訓(xùn)咨詢等行業(yè)。同時(shí)具有多年的工作實(shí)踐及培訓(xùn)經(jīng)驗(yàn)，以及給多家企業(yè)提供咨詢、培訓(xùn)的經(jīng)驗(yàn)。注重實(shí)踐經(jīng)驗(yàn)與實(shí)際案例相結(jié)合的互動式講課模式。

授課風(fēng)格
    何芳老師親切、隨和的授課風(fēng)格，能夠?qū)⑼ㄋ滓锥睦碚摲治雠c大量的實(shí)際案例以及個人切身管理經(jīng)驗(yàn)相結(jié)合，現(xiàn)場氣氛活躍；思維敏捷,帶給學(xué)生深入淺出的收獲和感受。