Posted: May 14th, 2004, 6:37 am
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成功的营销需要我们努力去理解消费者并满足他们。很多产品的失败原因在于公司对于实际使用产品的用户的需要或他们的受限条件理解的不够。比如说，摩托罗拉曾设计了一款可在全球范围使用的手机（原文为蜂窝电话，大陆通俗的说法就是手机－－－－注）但却不能在建筑物内或车内使用－－－－而在这两场所是人们最可能使用手机的。由此，本课程中的绝大多数部分将会放在如何去更好的理解消费者这个环节上：如何衡量他们的偏好，了解这些偏好的形成，以及产品和服务是否能够满足显性的以及隐性的偏好。
要了解消费者可能需要进行严格的实证研究。常识可能会告诉你人们想在汽车中使用手机，但它可不一定告诉你年纪大一些的人比年纪轻一些的会吃更多的海鲜，或是将某产品的价格定在4.3美元而不是3.75美元是否能挣得更多的利润，或是为什么“pop rocks”糖就能成功而“finger frostings”就一败涂地。由于严格的实证研究的需要，本课程将介绍一些各类型的市场营销研究方法的优点和不足（比如，我们会探讨对于调查问卷所列问题的回答具有误导性的原因。）
总体来说，通过学习这门课程：
培养自己在营销分析、研究和战略方面的技能
熟悉营销学中的重要的四个变数因素（有时被称为“４Ｐ＇ｓ”），分别是：
产品（比如，消费者最关心的那些产品特色是什么？我们是否要向男性顾客和女性顾客销售同样的产品，或是采用两种不同的设计？）
价格（比如说，定多少价？要不要提供数量折扣？）
促销（比如我们该如何打产品广告？应该强调产品的哪些特色？采用什么最好的方法使顾客注意我们的产品？我们希望在顾客眼中的产品形象是什么样的？）
渠道（例如，我们产品的销售对象，是批发商、零售商、或者直接面向最终用户？）
打分评级
最后的学习成绩将由以下５部分组成。
１。课堂参与占２０％共１００分
２。期中考试３０％共１５０分
３。小组课题讨论２０％计１００分
４。课后作业１０％点５０分
５。期终课堂考试占２０％共１００分
总计１００％共５００分
课堂参与
参与部分的评估将由我和助教独立进行，等第采取我们两方的评估平均值（去年的相关系数是０．８９）。你的课堂参与等第不会依你的出席率来评定。你不会仅因为每次课都到教室就获得一个良好的等第（虽然我要说明去年的评级中出席率和最后的得分之间有很紧密的关系）。
在以上讲授课为主时，我会向全班提问，也会提问某个学生。所以，要准备好被“冷叫”（如果引起你反感的话，请告诉我。）在进行案例学习时，我会组织全班进行集体讨论。所以你要准备表述清楚案例中的主要要点，并且摆出你推荐的解决方案的理由。
有时讨论可能演变成辩论，这样很好。整个班能就一个问题达成一致的观点是很少见的，因为案例的分析有赖于个人的分析假设，不同的人往往会做出合理的不同的假设推定。
期中考试
期中考试将在课堂上进行。其包括的内容有如下一些品牌和产品：Calyx & Corolla； Intuit； and Black & Decker。考试的形式有选择题、定量分析题、简答题和论述题。
小组讨论
分成四人一组，选定一个现有产品的广告（可从任何媒体选择）。分析该广告的优点和不足之处（也即是说，它是否有效的将产品所能提供的利益传达给了顾客？它是否突出表现了该产品最棒的特色？它是否将本产品与竞争者的产品区分了开来？它是否被投放于合适的细分市场上？是否投放到了该市场？是否可以进一步设计以具有更广泛的广告诉求而本身在目标市场上的有效性却不受影响？广告本身是否含有一些可能导致消费者对该产品产生负面感觉的不利因素？）。以此分析为基础，重新做一个（改进过了的）广告。
书面的分析报告要求在每周第一天的课上交。当天的课上每组将有一名或多名学生要准备向全班口头提交他们的分析报告和建议方案。此口头分析报告中的表现将会考虑在总成绩中，但是等第将主要依书面的分析报告。所有的组员将得到同样的等第。书面分析报告不能迟交。
书面作业
分析报告不要超过６页（字号选１１号或以上，标准型，页边各留１英寸）。但你可以根据需要另附两页用作说明展示类的页面，但不允许含有与分析有关的文字。
提交的分析报告应该连贯、简明扼要且有条理。把草稿重新整理好，进行校对。报告中的书写清晰度很重要。尽可能将你的观点假设部分写清楚详细，并且提供支持观点的论证。（通常这不可能，因为与此相关的心理研究是虚构出来的）。在文字稿中，要明确参考你在展示中用到的数字或表格数据。
课后作业
我会出题给学生，要求在终考当天交。作业要由学生个人独立完成。
课堂终考
最后一次课上将会有一次开卷考试。考试包括以往所学内容，但重点放在期中考试后的概念上。这次考试包括有选择题、定量分析题、简答题和论述题。
其他
我会根据情况，发给同学们一些另加的阅读材料作为课程阅读材料的补充读物。（我也鼓励学生们自己带些和课堂所讲内容有关的杂志或报上的文章来讨论，这些都有利于提高你的课堂参与等第。）
－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－
Successful marketing requires a commitment to understand and satisfy customers. Many products "flop" because the company failed to adequately understand the desires or requirements or constraints of the people who will actually be using the product. For example, Motorola designed a cellular phone with world wide capabilities, but which couldn't be used inside buildings or cars - the two places phones are most likely to be needed or wanted. Thus, much of this course will be devoted to understanding consumers better: measuring their preferences, understanding how those preferences are formed, and understanding whether products or services are satisfying both stated and unstated preferences.
Understanding the consumer can require rigorous empirical research. Common sense may tell you that people will want to use cell phones in their cars, but it will not necessarily be able to tell you whether older people eat more seafood than younger people, whether profits will be greater by pricing the product at $4.30 than at $3.75, or why "pop rocks" were a big hit and "finger frostings" were a big flop. Since rigorous empirical research is often required, this course will introduce you to some of the strengths and weaknesses of various marketing research methods (for example, we will discuss some of the reasons why answers to survey questions can be misleading.)
Overall, this course is intended to:
develop your skills in marketing analysis, research, and strategy
familiarize you with the central decision variables of marketing (sometimes called "the 4 P's"):
Product (e.g., What features do customers care most about?, Should we sell the same product to women and men, or have two different designs?)
Price (e.g., How much should we charge? Should we offer quantity discounts?)
Promotion (e.g., How should we advertise our product?; Which features should we emphasize? What is the best way to make customers aware of our product? What image do we want to project?)
Place (e.g., Where should we sell this product - to wholesalers, to retailers, or directly to customers?
Grading
Final Grades will be based on the following 5 components.
1. Class Participation 20% 100 points
2. Midterm Exam 30% 150 points
3. Group Project 20% 100 points
4. Take Home Assg. 10% 50 points
5. In Class Final Test 20% 100 points
TOTAL = 100% 500 points
Class Participation
Participation will be evaluated independently by both myself and TA, and grades will be based on the average of our two evaluations (last year, the correlation was 0.89). Your class participation grade will not be based on attendance. You will not receive a good grade merely for showing up to every class period (though I should note that last year there was an exceptionally strong correlation between attendance and final grade).
On the days that are primarily lecture, I will often direct questions to the class as a whole or towards specific individuals. Thus, be prepared to be "cold called." (If you find this extremely aversive, please let me know.) On the days that we discuss case studies, I will try to run the class as an organized discussion. Thus, be prepared to articulate some of the main features of the case, and to defend your recommended course of action.
Some of these discussions may turn into debates, and that is fine. It is rare that the entire class will reach a consensus because the case analysis often depends upon which assumptions one makes, and different people might reasonably make different assumptions.
Midterm Exam
The midterm exam will be given in class. It will cover all the material up to and including the following cases: Calyx & Corolla; Intuit; and Black & Decker. The exam may consist of multiple choice questions, quantitative problems, short answers and longer essays.
Group Project
Working in groups of 4, select an advertisement (in any media) of an existing product. Analyze the ad's strengths and weaknesses (e.g. Does it effectively communicate the product's benefits? Is it highlighting the best features of the product? Does it differentiate the product from competitors' products?, Is it directed at the appropriate market segment? Does it reach this segment? Could it be redesigned to have more universal appeal, without sacrificing its effectiveness at the target segment? Are there any aspects of the ad that might trigger negative emotions towards the product?). Based on this analysis, create a new (and improved) advertisement.
A written report of your analysis will be due the first day of class each week. On that day, one or more members from each group should be prepared to present their analysis and recommendations to the class with a short (5-6 minutes) oral presentation. The oral presentation will be considered in the overall grade, but grades will be based primarily on the quality of the write-up. All group members will receive the same grade for the work. No write-ups will be accepted late.
Write-up
The write-up should not exceed 6 double-spaced pages (with font-size 11 points or larger and standard, 1 inch margins all around). You are, however, allowed 2 additional pages of exhibits if you need them, though these should not contain substantial additional text.
Provide a coherent, concise, and well-organized analysis. Redraft and proofread the report. Clarity of writing will count a lot. Make your assumptions explicit whenever necessary, and try to provide evidence for your assertions wherever possible. (Often it will not be possible, because the relevant psychological studies will not exist). In the text, refer explicitly to any figures or tables you use in the exhibits.
Take Home Assignment
I will hand out a problem that will be due the day of the in class final exam. You are expected to work on this by yourself.
In Class Final
There will be an open-book test on the last day of class. It will be cumulative, although it will focus more heavily on the concepts covered after the day of the midterm. The test will consist of multiple choice questions, quantitative problems, short answers and longer essays.
Miscellaneous
At my discretion, additional readings may be handed out in class, to supplement the readings in the course packet. (Also, you are encouraged to bring in magazine or newspaper articles that seem relevant to something discussed in class, and this is a good way to boost your class participation grade.)
成功的营销需要我们努力去理解消费者并满足他们。很多产品的失败原因在于公司对于实际使用产品的用户的需要或他们的受限条件理解的不够。比如说，摩托罗拉曾设计了一款可在全球范围使用的手机（原文为蜂窝电话，大陆通俗的说法就是手机－－－－注）但却不能在建筑物内或车内使用－－－－而在这两场所是人们最可能使用手机的。由此，本课程中的绝大多数部分将会放在如何去更好的理解消费者这个环节上：如何衡量他们的偏好，了解这些偏好的形成，以及产品和服务是否能够满足显性的以及隐性的偏好。
要了解消费者可能需要进行严格的实证研究。常识可能会告诉你人们想在汽车中使用手机，但它可不一定告诉你年纪大一些的人比年纪轻一些的会吃更多的海鲜，或是将某产品的价格定在4.3美元而不是3.75美元是否能挣得更多的利润，或是为什么“pop rocks”糖就能成功而“finger frostings”就一败涂地。由于严格的实证研究的需要，本课程将介绍一些各类型的市场营销研究方法的优点和不足（比如，我们会探讨对于调查问卷所列问题的回答具有误导性的原因。）
总体来说，通过学习这门课程：
培养自己在营销分析、研究和战略方面的技能
熟悉营销学中的重要的四个变数因素（有时被称为“４Ｐ＇ｓ”），分别是：
产品（比如，消费者最关心的那些产品特色是什么？我们是否要向男性顾客和女性顾客销售同样的产品，或是采用两种不同的设计？）
价格（比如说，定多少价？要不要提供数量折扣？）
促销（比如我们该如何打产品广告？应该强调产品的哪些特色？采用什么最好的方法使顾客注意我们的产品？我们希望在顾客眼中的产品形象是什么样的？）
渠道（例如，我们产品的销售对象，是批发商、零售商、或者直接面向最终用户？）
打分评级
最后的学习成绩将由以下５部分组成。
１。课堂参与占２０％共１００分
２。期中考试３０％共１５０分
３。小组课题讨论２０％计１００分
４。课后作业１０％点５０分
５。期终课堂考试占２０％共１００分
总计１００％共５００分
课堂参与
参与部分的评估将由我和助教独立进行，等第采取我们两方的评估平均值（去年的相关系数是０．８９）。你的课堂参与等第不会依你的出席率来评定。你不会仅因为每次课都到教室就获得一个良好的等第（虽然我要说明去年的评级中出席率和最后的得分之间有很紧密的关系）。
在以上讲授课为主时，我会向全班提问，也会提问某个学生。所以，要准备好被“冷叫”（如果引起你反感的话，请告诉我。）在进行案例学习时，我会组织全班进行集体讨论。所以你要准备表述清楚案例中的主要要点，并且摆出你推荐的解决方案的理由。
有时讨论可能演变成辩论，这样很好。整个班能就一个问题达成一致的观点是很少见的，因为案例的分析有赖于个人的分析假设，不同的人往往会做出合理的不同的假设推定。
期中考试
期中考试将在课堂上进行。其包括的内容有如下一些品牌和产品：Calyx & Corolla； Intuit； and Black & Decker。考试的形式有选择题、定量分析题、简答题和论述题。
小组讨论
分成四人一组，选定一个现有产品的广告（可从任何媒体选择）。分析该广告的优点和不足之处（也即是说，它是否有效的将产品所能提供的利益传达给了顾客？它是否突出表现了该产品最棒的特色？它是否将本产品与竞争者的产品区分了开来？它是否被投放于合适的细分市场上？是否投放到了该市场？是否可以进一步设计以具有更广泛的广告诉求而本身在目标市场上的有效性却不受影响？广告本身是否含有一些可能导致消费者对该产品产生负面感觉的不利因素？）。以此分析为基础，重新做一个（改进过了的）广告。
书面的分析报告要求在每周第一天的课上交。当天的课上每组将有一名或多名学生要准备向全班口头提交他们的分析报告和建议方案。此口头分析报告中的表现将会考虑在总成绩中，但是等第将主要依书面的分析报告。所有的组员将得到同样的等第。书面分析报告不能迟交。
书面作业
分析报告不要超过６页（字号选１１号或以上，标准型，页边各留１英寸）。但你可以根据需要另附两页用作说明展示类的页面，但不允许含有与分析有关的文字。
提交的分析报告应该连贯、简明扼要且有条理。把草稿重新整理好，进行校对。报告中的书写清晰度很重要。尽可能将你的观点假设部分写清楚详细，并且提供支持观点的论证。（通常这不可能，因为与此相关的心理研究是虚构出来的）。在文字稿中，要明确参考你在展示中用到的数字或表格数据。
课后作业
我会出题给学生，要求在终考当天交。作业要由学生个人独立完成。
课堂终考
最后一次课上将会有一次开卷考试。考试包括以往所学内容，但重点放在期中考试后的概念上。这次考试包括有选择题、定量分析题、简答题和论述题。
其他
我会根据情况，发给同学们一些另加的阅读材料作为课程阅读材料的补充读物。（我也鼓励学生们自己带些和课堂所讲内容有关的杂志或报上的文章来讨论，这些都有利于提高你的课堂参与等第。）
－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－－
Successful marketing requires a commitment to understand and satisfy customers. Many products "flop" because the company failed to adequately understand the desires or requirements or constraints of the people who will actually be using the product. For example, Motorola designed a cellular phone with world wide capabilities, but which couldn't be used inside buildings or cars - the two places phones are most likely to be needed or wanted. Thus, much of this course will be devoted to understanding consumers better: measuring their preferences, understanding how those preferences are formed, and understanding whether products or services are satisfying both stated and unstated preferences.
Understanding the consumer can require rigorous empirical research. Common sense may tell you that people will want to use cell phones in their cars, but it will not necessarily be able to tell you whether older people eat more seafood than younger people, whether profits will be greater by pricing the product at $4.30 than at $3.75, or why "pop rocks" were a big hit and "finger frostings" were a big flop. Since rigorous empirical research is often required, this course will introduce you to some of the strengths and weaknesses of various marketing research methods (for example, we will discuss some of the reasons why answers to survey questions can be misleading.)
Overall, this course is intended to:
develop your skills in marketing analysis, research, and strategy
familiarize you with the central decision variables of marketing (sometimes called "the 4 P's"):
Product (e.g., What features do customers care most about?, Should we sell the same product to women and men, or have two different designs?)
Price (e.g., How much should we charge? Should we offer quantity discounts?)
Promotion (e.g., How should we advertise our product?; Which features should we emphasize? What is the best way to make customers aware of our product? What image do we want to project?)
Place (e.g., Where should we sell this product - to wholesalers, to retailers, or directly to customers?
Grading
Final Grades will be based on the following 5 components.
1. Class Participation 20% 100 points
2. Midterm Exam 30% 150 points
3. Group Project 20% 100 points
4. Take Home Assg. 10% 50 points
5. In Class Final Test 20% 100 points
TOTAL = 100% 500 points
Class Participation
Participation will be evaluated independently by both myself and TA, and grades will be based on the average of our two evaluations (last year, the correlation was 0.89). Your class participation grade will not be based on attendance. You will not receive a good grade merely for showing up to every class period (though I should note that last year there was an exceptionally strong correlation between attendance and final grade).
On the days that are primarily lecture, I will often direct questions to the class as a whole or towards specific individuals. Thus, be prepared to be "cold called." (If you find this extremely aversive, please let me know.) On the days that we discuss case studies, I will try to run the class as an organized discussion. Thus, be prepared to articulate some of the main features of the case, and to defend your recommended course of action.
Some of these discussions may turn into debates, and that is fine. It is rare that the entire class will reach a consensus because the case analysis often depends upon which assumptions one makes, and different people might reasonably make different assumptions.
Midterm Exam
The midterm exam will be given in class. It will cover all the material up to and including the following cases: Calyx & Corolla; Intuit; and Black & Decker. The exam may consist of multiple choice questions, quantitative problems, short answers and longer essays.
Group Project
Working in groups of 4, select an advertisement (in any media) of an existing product. Analyze the ad's strengths and weaknesses (e.g. Does it effectively communicate the product's benefits? Is it highlighting the best features of the product? Does it differentiate the product from competitors' products?, Is it directed at the appropriate market segment? Does it reach this segment? Could it be redesigned to have more universal appeal, without sacrificing its effectiveness at the target segment? Are there any aspects of the ad that might trigger negative emotions towards the product?). Based on this analysis, create a new (and improved) advertisement.
A written report of your analysis will be due the first day of class each week. On that day, one or more members from each group should be prepared to present their analysis and recommendations to the class with a short (5-6 minutes) oral presentation. The oral presentation will be considered in the overall grade, but grades will be based primarily on the quality of the write-up. All group members will receive the same grade for the work. No write-ups will be accepted late.
Write-up
The write-up should not exceed 6 double-spaced pages (with font-size 11 points or larger and standard, 1 inch margins all around). You are, however, allowed 2 additional pages of exhibits if you need them, though these should not contain substantial additional text.
Provide a coherent, concise, and well-organized analysis. Redraft and proofread the report. Clarity of writing will count a lot. Make your assumptions explicit whenever necessary, and try to provide evidence for your assertions wherever possible. (Often it will not be possible, because the relevant psychological studies will not exist). In the text, refer explicitly to any figures or tables you use in the exhibits.
Take Home Assignment
I will hand out a problem that will be due the day of the in class final exam. You are expected to work on this by yourself.
In Class Final
There will be an open-book test on the last day of class. It will be cumulative, although it will focus more heavily on the concepts covered after the day of the midterm. The test will consist of multiple choice questions, quantitative problems, short answers and longer essays.
Miscellaneous
At my discretion, additional readings may be handed out in class, to supplement the readings in the course packet. (Also, you are encouraged to bring in magazine or newspaper articles that seem relevant to something discussed in class, and this is a good way to boost your class participation grade.)