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1、選用教材營(yíng)銷管理［美］菲利普?科特勒著第十一版上海經(jīng)濟(jì)出版社第五章：產(chǎn)品生命周期的管理與新產(chǎn)品開發(fā)戰(zhàn)略教學(xué)目的：本章的目的是通過(guò)對(duì)產(chǎn)品生命周期和新產(chǎn)品開發(fā)戰(zhàn)略的學(xué)習(xí)，讀完本章Z后，你應(yīng)該能夠：解禪在產(chǎn)品生命周期中市場(chǎng)營(yíng)銷戰(zhàn)略如何變化;解釋企業(yè)如何找到并開發(fā)新產(chǎn)品構(gòu)思；描述產(chǎn)品生命周期階段；解釋在產(chǎn)品設(shè)概念命周期中市場(chǎng)營(yíng)銷戰(zhàn)略如何變化。教學(xué)重點(diǎn)：本章的重點(diǎn)在于掌握在產(chǎn)品周期的不同階段，企業(yè)因該采取的營(yíng)銷戰(zhàn)略，以及在開發(fā)新產(chǎn)品的過(guò)程屮，企業(yè)應(yīng)該采取什么樣的策略。教學(xué)難點(diǎn)：由于在實(shí)際中，產(chǎn)品的周期并不明
2、顯，難以區(qū)分產(chǎn)品處在哪個(gè)階段，所以木章的難點(diǎn)在于如何通過(guò)實(shí)際的案例來(lái)具體分析企業(yè)在產(chǎn)品的不同周期所應(yīng)采取的戰(zhàn)略。教學(xué)時(shí)數(shù)：6（講授、案例）教學(xué)內(nèi)容與步驟：Chapter5ProductLife-cycleandDevelopingNewProductStrategyLectureOne:DifferentiationandProductLife—cycleStrategyWhatIstheDifferentiating?Intheclassictext"MarketingManagement,Ph
3、ilip?KotlerpointsoutthatthecoreofthemodernmarketingisdescribedasSTP,whicharesegmenting(S),targeting(T)andpositioning(P).Dividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristicsorbehaviormightrequireseparate?Themaintaskofmarketsegmen
4、tistodeterminethesegmentalvariablesandthesegmentalmarkets,whilethemarkettargetistoevaluateeachmarketsegment^attractivenessandselectoneormoresegmentstoenter.Finally,accordingtomarketsegmentandmarkettarget,thecompanyshouldpositionitsproductinthemarket,a
5、nddeterminingthepossiblepositioningconcepts,selecting,developingandcommutatingoneofthem?Thetaskofpositioningistodeliveracentralideaaboutacompanyoranofferingtothetargetmarket.Positioningsimplifieswhatwethinkoftheentity.Differentiationgoesbeyondposition
6、ingtospinacomplexwebofdifferencescharacterizingthatentity.ThefinalroleofSTPplaystheeffectontheproductdifferentiating.Wedefinedifferentiationastheprocessofaddingasetofmeaningfulandvalueddifferencestodistinguishthecompany'sofferingfromcompetitors,offeri
7、ngs.Allproductscanbedifferentiatedtosomeextent,butnotallbranddifferencesaremeaningfulorworthwhile?Adifferencewillbestrongertotheextentthatitsatisfiesthefollowingcriteria:?Important:Thedifferencedeliversahighlyvaluedbenefittoasufficientnumberofbuyers??
8、Distinctive:Thedifferenceisdeliveredinadistinctiveway.?Superior:Thedifferenceissuperiortootherwaysofobtainingthebenefit.?Preemptive:Thedifferencecannotbeeasilycopiedbycompetitors??Affordable:Thebuyercanaffordtopayforthedifference.?Profitable:T
