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        采購人員市場營銷(CIPS五級)

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        • 開課時間:2010年05月22日 09:30 周六 已結束
        • 結束時間:2010年05月23日 16:30
        • 開課地點:深圳市
        • 授課講師: 何老師
        • 課程編號:86979
        • 課程分類:采購管理
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        培訓受眾:

        采購總經理,采購總監,采購經理,供應鏈經理與主管,采購與供應主管等

        課程收益:

        課程特色:本課程幫助學員提高運用有關在采購與供應管理過程中的市場營銷知識。市場銷售人員和采購人員在供應管理過程中有非常多的相近之處,市場銷售人員和采購人員的相互了解可以可以增進雙方的溝通和策略性的作出一些商業決策。本課程從現代先進的市場運營模式和供需理論來講如何通過市場營銷來更好的服務于客戶,并將終端消費者的市場營銷活動和制造型企業的市場營銷活動分開,引用大量的全球500強企業的案例分析,讓學員可以對市場營銷作一個充分的策略層面的分析和了解。同時,作為CIPS的五級證書的課程,其新穎的概念及模型可以令學員充分了解市場營銷的動作及管理。

        培訓頒發證書:

        CIPS英國皇家國際采購與供應經理文憑五級證書

        課程大綱:

        Section 1 Definitions of marketing and the marketing concept
        1. Definitions of marketing
        2. marketing orientation
        3. the marketing mix-4P
        4. relationship between marketing and other functions
        5. case study

        Section 2 Relationship marketing
        1. relationship marketing vs transactional marketing
        2. relationship networks
        3. customer relationship
        4. supplier relationship
        5. intermediary relationship
        6. stakeholder relationship
        7. employee relationship
        8. case study
        Section 3 the external environment and its impact on marketing decisions

        1. marketing and the external environment
        2. macro factors
        3. micro factors
        4. case study

        Section 4 Consumer buying behaviour
        1. buying behaviour
        2. consumer buying motoives
        3. the consumer decision process
        4. participants in the consumer decision process
        5. factors influencing the decision process
        6. case study

        Section 5 organizational buying behaviour
        1. characteristics of industrial markets
        2. the organizational buying process
        3. participants in the organizational buying process
        4. influences on the organizational buying process
        5. case study

        Section 6 the target marketing process
        1.target marketing
        2. bases for segmenting industrial markets
        3. targeting
        4. positioning
        5. case study

        Section 7 marketing research and the marketing research process
        1. the marketing research process
        2.types of data
        3. secondary research primary research
        4. experimentation
        5. sampling
        6. test marketing
        7. the marketing information system(MkLS)
        8. case study

        Section 8 the product
        1. the dimensions of a product
        2. consumer products
        3. industrial products
        4. the product life cycle(PLC)
        5. the Boston consulting group matrix(BSG)
        6. case study

        Section 9 product planning and new product development
        1.the Ansoff matrix
        2. new product development(NPD)
        3. case study

        Section 10 planning and packaging considerations
        1.branding
        2.developing a brand strategy
        3. advantage and disadvantage of branding
        4.branding strategies
        5. brand names
        6. branding in the industrial sector
        7. the purpose of packaging
        8. case study

        Section 11 pricing decisions
        1.approach to pricing
        2. demand-based pricing
        3. cost-based pricing
        4. market-based pricing
        5. pricing strategies
        6. pricing tactics
        7. price formulate and tendering
        8. case study

        Section 12 distribution systems
        1. distribution defined
        2. channels of distribution
        3. channel intermediaries
        4. direct marketing
        5. channel selection strategy
        6. case study

        Section 13 promotion
        1. the role of promotion
        2. the promotional mix
        3. balancing elements of the promotional mix
        4. push vs pull
        5. promotional planning
        6. case study

        Section 14 the sales function
        1. the role of personal selling
        2. the role of the sales force
        3. the size of the sales force
        4. sales force organization
        5. control and evaluation of sales force performance
        6. motivating the sales force
        7. case study

        Section 15 the marketing of services
        1. the service economy
        2. the growth of the service economy
        3. characteristics of services
        4. the marketing mix for services
        5. case study

        Section 16 not-for-profit organizations
        1. not-for-profit organization
        2. types of market for not-for-profit organzations
        3. why do not for profit organizations need marketing?
        4. the target marketing
        5. the marketing mix
        6. case study

        Section 17 international marketing(1)
        1. reasons for marketing goods internationally
        2. macro trends encouraging international trade
        3. the international marketing environment
        4. barriers to international trade
        5. international market entry strategies
        6. criteria for selecting suitable international market entry strategies
        7. case study

        Section 18 international marketing(2)
        1. managing the international marketing mix
        2. product management
        3. pricing
        4. promotion
        5. international marketing strategy
        6. case study

        Section 19 marketing planning
        1. the marketing planning process
        2. mission and corporate objectives
        3.marketing audit
        4. SWOT analysis
        5. Assumptions
        6. Marketing objectives
        7. segmentation
        8. targeting and positioning
        9. marketing mix strategy
        10. resource allocation and implementation
        11. control and review
        12. case study

        Section 20 case study
        1. case study

        培訓師介紹:

         
        香港理工大學MBA,英國皇家采購與供應學會CIPS課程特聘講師,采購及供應鏈管理顧問/專家/講師,主要服務于制造業,物流供應鏈行業和品牌零售業。培訓內容主要涉及采購及供應鏈管理。如:采購人員管理,采購流程及流程再造,采購績效管理,采購法務與合同管理,采購與供應關系管理、供應商資源運用及績效管理,倉庫管理,JIT管理,VMI管理,談判技巧,制造型企業物流管理。所任職過的行業涉及:電子、五金、塑膠、電機、醫療、包裝、珠寶、飾品、化工等制造業及物流和品牌連鎖業、貿易、教育、培訓咨詢等行業。具有多年的工作實踐及培訓經驗,以及給多家企業提供咨詢、培訓的經驗。注重實踐經驗與實際案例相結合的互動式講課模式。親切、隨和的授課風格,能夠將通俗易懂的理論分析與大量的實際案例以及個人切身管理經驗相結合,現場氣氛活躍;思維敏捷,帶給學生深入淺出的收獲和感受。

        本課程名稱: 采購人員市場營銷(CIPS五級)

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