A Framework for Marketing Management

by Philip Kotler

Prepared by Jimidene Murphey Clarendon College

2001年教育部在《关于加强高等学校本科教学工作提 高教学质量的若干意见》中提出“按照‘教育面向现代化、 面向世界、面向未来’的要求，为适应经济全球化和科技 革命的挑战，本科教育要创造条件使用英语等外语进行公 共课和专业课教学”。 “ 力争三年内，外语教学课程达到所 开设课程的 5%--10%” 。 使用原版教材教学已成为高等学 校教学改革的一项重要内容。国内许多重点大学已经在部 分学科的课程中采用原版教材教学，作为普通高等院校， 我们 “市场营销”课程中采用菲利普科特勒著的《营销管 理架构》（A Framework for Marketing Management）”原 版英文教材教学。

菲利普．科特勒教授长期执教于美国美国西北大学凯洛 格管理研究生院，该学院曾被《商业周刊》6次评为全美 最佳商学院。科特勒有关市场营销的著作早在90年代就被 教育部全国MBA教学指导委员会指定为市场营销课程的 首选参考书。《A Framework for marketing Management》 是科特勒营销管理教材的基础部分，是全美MBA经典教 材，被北京大学光华管理学院列为IMBA、MBA系列教 材。

在“市场营销”课的多媒体课件中，对重要的定义、概 念，用中、英文双语表示，个别单词标注英语同义词或中 文，课堂授课基本使用英文。

My e-mail address: wtnwtn@sdjzuy.edu.cn

If you have any question or need my help, email me.

Course Description

Aims

It is to give students an overview of marketing theories and a framework of the marketing strategy, planning and management including marketing mix（营销组合): product, promotion, distribution, pricing, and marketing communication strategies .

It is to help students to develop and strengthen the makings and qualities necessary for a professional, knowledgeable and ethical business person.

Objectives

• 1 To build an understanding of fundamental marketing concepts 2 To provide a framework within which marketing concepts can be linked with other functional areas and disciplines

• 3 To combine theory with practice in marketing case studies to better grasp the knowledge learned from this course.

• 4 To acquaint students with the English vocabularies in the course and expressing marketing concepts in English.

• 5 To develop students' ability in applying marketing concepts to analyze and solve marketing problems, and understanding the international business environment.

Total Hours and Weekly Schedule

Total hours: 32 hours Weekly schedule: 2 hours

Textbooks

A framework for Marketing Management, 1^th Edition By Philip Kotler, Prentice Hall, 2002

Reference Books Marketing Management, 9^th edition Principles of Marketing, 10^th edition

Chapter 1

Marketing in the Twenty-First Century

21 世纪的营销

Objectives

• What are the tasks of marketing?

• • What are the major concepts and tools of marketing?

• • What orientations do companies exhibit in the marketplace?

• • How are companies and marketers responding to new challenges?

Changing is occurring at an accelerating rate; today is not like yesterday, and tomorrow will be different from today. Continuing today’s strategy is risky; so is turning to a new strategy. Therefore the Successful companies will have to heed (注意) three certainties:

• Global forces will continue to affect everyone’s business and personal

• life----globalization 全球化

• Technology will continue to advance and amaze us----technological

• advance 技术革命

• There will be a continuing push toward deregulation of the economic

• sector----deregulation 放松政府管制