采購(gòu)人員市場(chǎng)營(yíng)銷(xiāo)培訓(xùn)課程

Section 1 Definitions of marketing and the marketing concept定義市場(chǎng)與市場(chǎng)概念
1. Definitions of marketing定義市場(chǎng)                                                   
2. marketing orientation市場(chǎng)方向                   
3. the marketing mix-4P  市場(chǎng)的混合-4P                                         
4. relationship between marketing and other functions市場(chǎng)與其它功能部門(mén)關(guān)系
5. case study 案例分析
 
Section 2  Relationship marketing關(guān)系市場(chǎng)
1. relationship marketing vs transactional marketing   關(guān)系市場(chǎng)與交易市場(chǎng)
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(duì)市場(chǎng)決策的影響
1. marketing and the external environment市場(chǎng)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(gòu)買(mǎi)行為
1. buying behaviour購(gòu)買(mǎi)行為                                                                        
2. consumer buying motoives消費(fèi)者購(gòu)買(mǎi)動(dòng)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(gòu)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(gòu)行為
1. characteristics of industrial markets工業(yè)品市場(chǎng)特征                                
2. the organizational buying process組織采購(gòu)行為
3. participants in the organizational buying process參與組織采購(gòu)流程        
4. influences on the organizational buying process影響組織采購(gòu)流程
5. case study案例分析
 
Section 6  the target marketing process目標(biāo)市場(chǎng)流程
1.target marketing目標(biāo)市場(chǎng)                                                                           
2. bases for segmenting industrial markets細(xì)分工業(yè)品市場(chǎng)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(chǎng)調(diào)查研究與市場(chǎng)研究流程
1. the marketing research process市場(chǎng)調(diào)查流程                                           
2. types of data市場(chǎng)數(shù)據(jù)的類(lèi)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(chǎng)抽樣                                                                                     
6. test marketing測(cè)試市場(chǎng)
7. the marketing information system(MkLS)市場(chǎng)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(lèi)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(wèn)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(kāi)發(fā)
1. the Ansoff matrix安索夫矩陣                                                                     
2. new product development(NPD)新產(chǎn)品開(kāi)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(kāi)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(chēng)                                                                            
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(chǎng)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(chǎng)營(yíng)銷(xiāo)
5. channel selection strategy渠道選擇戰(zhàn)略                                                   
6. case study案例分析
 
Section 13  promotion市場(chǎng)推廣
1. the role of promotion市場(chǎng)推廣的角色                                                      
2. the promotional mix市場(chǎng)推廣矩陣
3. balancing elements of the promotional mix市場(chǎng)推廣矩陣的平衡因素     
4. push vs pull推與拉模式
5. promotional planning市場(chǎng)推廣計(jì)劃                                                          
6. case study案例分析
 
Section 14  the sales function銷(xiāo)售職能
1. the role of personal selling 個(gè)人銷(xiāo)售的角色                                              
2. the role of the sales force銷(xiāo)售團(tuán)隊(duì)的角色
3. the size of the sales force   銷(xiāo)售團(tuán)隊(duì)的大小                                              
4. sales force organization銷(xiāo)售團(tuán)隊(duì)的組織
5. control and evaluation of sales force performance   控制與評(píng)估銷(xiāo)售團(tuán)隊(duì)的績(jī)效6. motivating the sales force銷(xiāo)售團(tuán)隊(duì)的激勵(lì)
7. case study案例分析
 
Section 15  the marketing of services服務(wù)市場(chǎng)營(yíng)銷(xiāo)
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(chǎng)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(chǎng)類(lèi)型
3. why do not for profit organizations need marketing?為何非盈利性組織需要市場(chǎng)營(yíng)銷(xiāo)4. the target marketing目標(biāo)市場(chǎng)
5. the marketing mix市場(chǎng)矩陣                                                                       
6. case study案例分析
 
Section 17  international marketing(1)國(guó)際市場(chǎng)(I)
1. reasons for marketing goods internationally國(guó)際市場(chǎng)營(yíng)銷(xiāo)的原因           
2. macro trends encouraging international trade宏觀趨勢(shì)鼓勵(lì)國(guó)際貿(mào)易
3. the international marketing environment國(guó)際市場(chǎng)環(huán)境                    
4. barriers to international trade國(guó)際貿(mào)易的障礙
5. international market entry strategies國(guó)際市場(chǎng)進(jìn)入戰(zhàn)略                  
6. criteria for selecting suitable international market entry strategies選擇合適的國(guó)際市場(chǎng)準(zhǔn)入戰(zhàn)略標(biāo)準(zhǔn)
7. case study案例分析
 
Section 18  international marketing(2) 國(guó)際市場(chǎng)(2)
1. managing the international marketing mix管理國(guó)際市場(chǎng)矩陣         
2. product management產(chǎn)品管理
3. pricing    定價(jià)                                                                                              
4. Promotion市場(chǎng)推廣
5. international marketing strategy國(guó)際市場(chǎng)戰(zhàn)略                                          
6. case study案例分析
 
Section 19  marketing planning市場(chǎng)計(jì)劃
1. the marketing planning process市場(chǎng)計(jì)劃流程                                          
2. mission and corporate objectives使命與企業(yè)目標(biāo)
3. marketing audit市場(chǎng)審核                                                                            
4. SWOT analysis優(yōu)、劣勢(shì)機(jī)會(huì)威脅分析
5. Assumptions假設(shè)                                                                                       
6. Marketing objectives市場(chǎng)目標(biāo)
7. segmentation市場(chǎng)細(xì)分                                                                               
8. targeting and positioning目標(biāo)與定位
9. marketing mix strategy市場(chǎng)營(yíng)銷(xiāo)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(gè)人簡(jiǎn)介
何芳，香港理工大學(xué)MBA，CIPS采購(gòu)與供應(yīng)管理碩士，英國(guó)皇家采購(gòu)與供應(yīng)學(xué)會(huì)，英國(guó)皇家采購(gòu)與供應(yīng)學(xué)會(huì)CIPS課程特聘講師，CSCMP美國(guó)供應(yīng)鏈管理專(zhuān)業(yè)協(xié)會(huì)注冊(cè)供應(yīng)鏈管理師認(rèn)證課程特聘講師，ITC采購(gòu)與供應(yīng)鏈管理資格國(guó)際認(rèn)證特聘講師，深圳物流與供應(yīng)鏈聯(lián)合會(huì)特聘講師,西北工業(yè)大學(xué)深圳研究院簽約講師采購(gòu)，物流及供應(yīng)鏈管理顧問(wèn)/專(zhuān)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(zhuān)業(yè)知識(shí)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?gòu)?qiáng)公司泰科電子（Tyco Electronics，世界上最大的無(wú)源電子元件供應(yīng)商，占全球連接器40%市場(chǎng)份額）等行業(yè)領(lǐng)先公司，擔(dān)任采購(gòu)物流供應(yīng)鏈重要職務(wù)。負(fù)責(zé)全盤(pán)sourcing及purchasing，倉(cāng)儲(chǔ)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(xún)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(xún)、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(dòng)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(gè)人切身管理經(jīng)驗(yàn)相結(jié)合，現(xiàn)場(chǎng)氣氛活躍；思維敏捷,帶給學(xué)生深入淺出的收獲和感受。