采购人员市场营销CIPS五级

采购总经理,采购总监,采购经理,供应链经理与主管,采购与供应主管等

课程大纲

Section1Definitionsofmarketingandthemarketingconcept

1.Definitionsofmarketing

2.marketingorientation

3.themarketingmix-4P

4.relationshipbetweenmarketingandotherfunctions

5.casestudy

Section2Relationshipmarketing

1.relationshipmarketingvstransactionalmarketing

2.relationshipnetworks

3.customerrelationship

4.supplierrelationship

5.intermediaryrelationship

6.stakeholderrelationship

7.employeerelationship

8.casestudy

Section3theexternalenvironmentanditsimpactonmarketingdecisions

1.marketingandtheexternalenvironment

2.macrofactors

3.microfactors

4.casestudy

Section4Consumerbuyingbehaviour

1.buyingbehaviour

2.consumerbuyingmotoives

3.theconsumerdecisionprocess

4.participantsintheconsumerdecisionprocess

5.factorsinfluencingthedecisionprocess

6.casestudy

Section5organizationalbuyingbehaviour

1.characteristicsofindustrialmarkets

2.theorganizationalbuyingprocess

3.participantsintheorganizationalbuyingprocess

4.influencesontheorganizationalbuyingprocess

5.casestudy

Section6thetargetmarketingprocess

1.targetmarketing

2.basesforsegmentingindustrialmarkets

3.targeting

4.positioning

5.casestudy

Section7marketingresearchandthemarketingresearchprocess

1.themarketingresearchprocess

2.typesofdata

3.secondaryresearchprimaryresearch

4.experimentation

5.sampling

6.testmarketing

7.themarketinginformationsystem(MkLS)

8.casestudy

Section8theproduct

1.thedimensionsofaproduct

2.consumerproducts

3.industrialproducts

4.theproductlifecycle(PLC)

5.theBostonconsultinggroupmatrix(BSG)

6.casestudy

Section9productplanningandnewproductdevelopment

1.theAnsoffmatrix

2.newproductdevelopment(NPD)

3.casestudy

Section10planningandpackagingconsiderations

1.branding

2.developingabrandstrategy

3.advantageanddisadvantageofbranding

4.brandingstrategies

5.brandnames

6.brandingintheindustrialsector

7.thepurposeofpackaging

8.casestudy

Section11pricingdecisions

1.approachtopricing

2.demand-basedpricing

3.cost-basedpricing

4.market-basedpricing

5.pricingstrategies

6.pricingtactics

7.priceformulateandtendering

8.casestudy

Section12distributionsystems

1.distributiondefined

2.channelsofdistribution

3.channelintermediaries

4.directmarketing

5.channelselectionstrategy

6.casestudy

Section13promotion

1.theroleofpromotion

2.thepromotionalmix

3.balancingelementsofthepromotionalmix

4.pushvspull

5.promotionalplanning

6.casestudy

Section14thesalesfunction

1.theroleofpersonalselling

2.theroleofthesalesforce

3.thesizeofthesalesforce

4.salesforceorganization

5.controlandevaluationofsalesforceperformance

6.motivatingthesalesforce

7.casestudy

Section15themarketingofservices

1.theserviceeconomy

2.thegrowthoftheserviceeconomy

3.characteristicsofservices

4.themarketingmixforservices

5.casestudy

Section16not-for-profitorganizations

1.not-for-profitorganization

2.typesofmarketfornot-for-profitorganzations

3.whydonotforprofitorganizationsneedmarketing?

4.thetargetmarketing

5.themarketingmix

6.casestudy

Section17internationalmarketing(1)

1.reasonsformarketinggoodsinternationally

2.macrotrendsencouraginginternationaltrade

3.theinternationalmarketingenvironment

4.barrierstointernationaltrade

5.internationalmarketentrystrategies

6.criteriaforselectingsuitableinternationalmarketentrystrategies

7.casestudy

Section18internationalmarketing(2)

1.managingtheinternationalmarketingmix

2.productmanagement

3.pricing

4.promotion

5.internationalmarketingstrategy

6.casestudy

Section19marketingplanning

1.themarketingplanningprocess

2.missionandcorporateobjectives

3.marketingaudit

4.SWOTanalysis

5.Assumptions

6.Marketingobjectives

7.segmentation

8.targetingandpositioning

9.marketingmixstrategy

10.resourceallocationandimplementation

11.controlandreview

12.casestudy

Section20casestudy

1.casestudy

培训师介绍

香港理工大学MBA，英国皇家采购与供应学会CIPS课程特聘讲师，采购及供应链管理顾问/专家/讲师，主要服务于制造业，物流供应链行业和品牌零售业。培训内容主要涉及采购及供应链管理。如：采购人员管理，采购流程及流程再造，采购绩效管理，采购法务与合同管理，采购与供应关系管理、供应商资源运用及绩效管理，仓库管理，JIT管理，VMI管理，谈判技巧，制造型企业物流管理。所任职过的行业涉及：电子、五金、塑胶、电机、医疗、包装、珠宝、饰品、化工等制造业及物流和品牌连锁业、贸易、教育、培训咨询等行业。具有多年的工作实践及培训经验，以及给多家企业提供咨询、培训的经验。注重实践经验与实际案例相结合的互动式讲课模式。亲切、随和的授课风格，能够将通俗易懂的理论分析与大量的实际案例以及个人切身管理经验相结合，现场气氛活跃；思维敏捷,带给学生深入浅出的收获和感受。