市场营销专业课程市场营销环境
教学内容:企业与社会,企业与市场营销,市场营销环境的概念及构成要素,企业与市场营销环境的关系;市场营销总体环境分析:政治环境、经济环境、社会文化环境、科技环境、法律环境;个体环境分析:企业内部组织、顾客、供应企业、后续经销企业、竞争者、公众。
教学目的与要求:通过本章学习,市场营销专业在职研究生了解影响企业营销活动宏观、微观环境的构成因素,掌握营销环境对营销活动的影响。
CP.3 Environment of marketing (3 units course time)
Content: Enterprise and society, enterprise and marketing, concept of marketing environment and constituting factors, relationship between enterprise and marketing environment; analysis of general marketing environment: political environment, economic environment, social and cultural environment, technological environment and legal environment. Analysis of individual marketing environment: internal organization of enterprise, customers, supplying enterprise, selling enterprise competitors and public.
The purpose and demand: to make students know the factors constitutes macro-environment and micro-environment which influence marketing of enterprise, grasp the impact of marketing environment on marketing activity.