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市场营销课程简介
市场营销学是随着商品经济的发展而建立和发展起来的一门新兴课程。20世纪初起源于美国，20世纪50年代才形成现代意义上的市场营销学。我国于1978年以后引入该课程，1992年正式设立市场营销专业；1999年，教育部高教司首次将市场营销学列为工商管理类专业的核心课程，甘肃农业大学于2002年设立市场营销本科专业，目前全校经济类、管理类各专业都开设有《市场营销学》必修课程，在其它专业则普遍开设为选修课。
市场营销学是一门建立在经济科学、行为科学、管理科学和现代科学技术基础之上的应用科学。市场营销学的研究对象是以满足消费者需求为中心的企业市场营销活动过程及其规律性，即，在特定的市场营销环境中，企业以市场调研分析为基础，为满足现实和潜在的市场需求，所实施的以产品、定价、地点、促销为主要决策内容的市场营销管理过程及其客观规律性。本课程内容涉及企业市场营销管理的各个方面，主要包括市场营销的核心概念及各种营销观念、市场营销环境分析、消费者购买行为分析、市场调查与预测、目标市场战略、产品策略、价格策略、分销策略和促销策略等。
Marketing Introduction
Marketing is a new
subject which builds and develops with the development of
business economic. It origins in America at the beginning
of 20s, and turned out today’s marketing in 1950s. It was
introduced to China since 1978. To 1992, it became a form
major. In 1999, it was the first time for officers of
junior education department to add marketing as core—subject
to business management . GSAU builded up it at 2002.
Nowadays all majors of economics and managements have
regarded it as a compulsory course , and to other majors,
it set up as a select course.
Marketing is an
applied science which based on economy science, behavior
science, management science and modern technology. What it
researches is the process of marketing activities, appeal
to the customers’ demand and regularity. In another word ,
under the fixed marketing environment, enterprise use
marketing research as the basement, in order to satisfy
the real and potential market demand , so carried out the
final dasire on marketing management process and its
regularity ,mainly concern about 4p. The course relate s to
all aspects in marketing management , mainly included the
core concept of marketing and all kinds of marketing
concepts, marketing environment analyst, customers’ buying
behavior, marketing, marketing research and forecast,
marketing strategy, STP strategy，product
strategy, price strategy ,retailing and promote strategy and
so on . |
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