Section 1 The meaning of market and marketing
First, the connotation of the market
Second, the types and characteristics of the market
Third, the core concept of marketing
Section 2 Essence and Task of Marketing Management
First, the essence of marketing management
Second, the task of marketing management
Third, the enlightenment of demand management
Section 3 Marketing Management Philosophy
First, the concept of production.
Second, the product concept
Third, the concept of marketing.
Fourth, the marketing concept.
Verb (abbreviation for verb) customer concept
Six, social marketing concept marketing mix
The content of the first section marketing mix
First of all, the content of marketing mix
Second, the characteristics of marketing mix
Third, the big marketing mix.
Fourth, the change of marketing concept from 4 P to 4 C.
Section 2 Product Decision
First, the overall concept of products
Second, product classification.
Third, product mix and related concepts
Fourth, product mix strategy.
Section III Pricing Decision
First, make clear the pricing target.
Second, the determination of demand elasticity.
Third, estimate the cost.
Fourth, analyze the competitive situation.
Five, choose the pricing method
Six, the approval of the best price
Section 4 Channel Decision-making
I. Distribution channels and their characteristics
Second, the level of marketing channels.
Third, the function of marketing channels.
Fourthly, the development of marketing channel model.
Five, the factors affecting the design of marketing channels
Section 5 Promotion Decision
First, the essence of promotion is communication.
Second, the basic way of promotion
Third, the goal of promotion
Fourth, the communication process model
Verb (the abbreviation of verb) makes decisions in communication.
Sixth, the new trend of communication development.
7. Factors to be considered when determining the promotion mix Basic knowledge of business negotiation
Section 1 Successful Business Negotiation Mode
First, the characteristics of business negotiations
Second, the content of business negotiations
Third, the types of business negotiations.
Fourth, the basic principles of business negotiation
Verb (abbreviation for verb) Successful business negotiation mode
Section 2 Psychology of Business Negotiation
First, the characteristics of business negotiation psychology
Second, the significance of learning and mastering the psychology of business negotiation
Third, the need psychology in negotiation.
Fourth, the strategic psychology in negotiation.
Fifth, the psychology of successful negotiation.
Sixth, the group psychology in negotiation.
The third quarter business negotiation thinking
First, the classification of thinking
Second, the art of thinking in negotiation.
Third, the role of logic in business negotiation.
Fourthly, logical preparation in negotiation.
Logical thinking in verb (verb's abbreviation) negotiation
Section 4 Different negotiation styles
First of all, American-style negotiations
Second, the German negotiation style
Third, the French negotiation style.
Fourth, the British negotiating style.
Verb (abbreviation for verb) Russian negotiation style
Sixth, the Japanese negotiation style.
VII. Latin American Negotiation Style
Eight, African negotiation style, business etiquette and marketing ethics
Section 1 Basic Principles of Social Communication
First, the principle of reciprocity.
Second, the principle of equality.
Third, the principle of credit.
Fourth, the principle of compatibility
Principles of verb development (abbreviation of verb)
Section 2 Basic Social Etiquette
First, the instrument is solemn.
Second, greetings
Third, talk about
Fourth, pay attention to language art.
Verb (abbreviation of verb) communication between Chinese and western languages
Section 3 Etiquette in Business Negotiation
First of all, negotiate the location and seating etiquette.
Second, the etiquette for the host to meet the guests
Third, the language etiquette in the negotiation.
Fourth, women's explanation of negotiation etiquette.
Five, other matters needing attention in negotiation etiquette
Section 4 International Business Etiquette and Habits
First, the main taboos in western countries
Second, British customs and habits.
Third, American customs and habits
Fourth, the customs and habits of Canada.
Verb (abbreviation for verb) French customs and habits
Sixth, German customs and habits.
Seven, Russian customs and habits
Eight, the customs of some countries in Eastern Europe
Nine, the customs of some Nordic countries
X. Customs and habits of other European countries
XI。 Etiquette and customs of Arabs
12. Business customs and habits of southeast industrial countries
XIII. Japanese Business Etiquette
XIV. Korean Business Etiquette
Fifteen. Brazilian customs and habits
Sixteen, the customs of Argentina
17. Customs and habits of other South American countries
18. Etiquette and customs in Islamic countries in Africa
Nineteen. Special customs and habits of other African countries
Section 5 Basic Principles of Marketing Ethics
First of all, modern marketing must be moral.
Second, the basic principles of marketing ethics
Section 6 Marketing Ethics and Practice
First, the moral issues in marketing practice
Second, corporate social responsibility.
Third, the impact of social responsibility on enterprise marketing
Fourth, the new development of marketing theory has promoted corporate ethics and social responsibility.
Section 1 Customer Delivered Value and Customer Satisfaction
First, the meaning of customer delivered value
Second, the overall value of customer purchase.
Third, the cost factors that affect customers' purchase.
Fourth, establish a customer delivered value system.
Verb (abbreviation of verb) customer satisfaction strategy
Section 2 Relationship Marketing
First, the meaning of relationship marketing
Second, the types and levels of relationship marketing
Third, implement relationship marketing.
Section 3 Cultural Marketing
First, the level of cultural marketing.
Second, the implementation of cultural marketing
Section 4 Service Marketing
I. Services and service marketing
Second, the service marketing mix.
Section 5 Green Marketing
First, the difference between green marketing and traditional marketing
Second, the green marketing plan should consider the factors
Third, the new characteristics of green marketing development
Section 6 Global Marketing
First, the characteristics of international marketing
Second, the international marketing environment analysis
Third, global marketing strategy.
Section 7 E-commerce
I. Types of e-commerce
Second, the advantages of e-commerce
Third, the basis for the development of e-commerce in China
Fourth, the development of e-commerce in China.
Section 8 Customer Relationship Management
First, the meaning of customer relationship management
Second, the composition of the customer relationship management system
Third, the basic model of customer relationship management
Section 9 Sales
First, the essence of sales
Second, formulate the development strategy of customer classification.
Third, build a sales carrier.
Fourth, the sales strategy.
Verb (abbreviation of verb) sales development trend
Section 10 Digital Integrated Marketing
First, the connotation of integrated marketing
Second, the meaning of integrated marketing communication
Third, the relationship between integrated marketing and integrated marketing communication
Fourth, the essence of digital integrated marketing
Feasibility of implementing digital integrated marketing with verb (abbreviation of verb)
Basic requirements of implementing digital integrated marketing with intransitive verbs, knowledge of relevant laws and regulations
Section 1 Contract Law
I. Types and forms of contracts
Second, the conclusion of the contract.
Three. General terms and conditions of the contract
Section 2 Protection of Consumer Rights and Interests
First, the rights of consumers.
Second, the operator's obligations
Third, the settlement of disputes
Fourth, the legal responsibility for violating the consumer protection law.
Section 3 Product Quality Law
I. Product quality obligations of producers and sellers
Second, the legal responsibility for violating the product quality law
Section 4 Negotiable Instruments Law
I. Draft
Second, promissory notes
Third, check
Fourth, legal responsibility.
Section 5 Anti-unfair Competition Law
I. Types of acts of unfair competition
Second, the legal responsibility of unfair competition behavior
Section 6 Advertising Law
First of all, the advertising guide
Second, the advertising campaign management
Third, legal responsibility.
Section 7 Price Law
I. Price Form
Second, the price behavior of operators
Third, the price supervision and inspection
Fourth, legal responsibility.
Section 8 Guarantee Law
I. Guarantee
Second, mortgage
Third, pledge
Fourth, lien.
Verb (short for verb) deposit.
Section 9 Trademark Law
I. Overview
Second, the trademark registration
Third, the use and management of trademarks.
Section 10 Labor Law
I. Rights of workers
Second, the labor contract and collective contract system
Third, working hours and treatment.
IV. Labor Disputes and Legal Liabilities
XI direct sales management regulations
I. General principles
Two. Establishment and change of direct selling enterprises and their branches
Third, the recruitment and training of direct sellers.
Fourth, direct selling activities.
Verb (abbreviation for verb) edge
Supervision and management of intransitive verb
Seven. Legal liability
Eight. supplementary terms
Section 12 Provisions against MLM
I. General principles
Second, the types of pyramid schemes and investigation organs
Iii. investigation measures and procedures
Fourth, legal responsibility.
Verb (abbreviation of verb) supplementary clause
Professional knowledge module
I. Market survey
Second, marketing planning
Third, customer management.
Fourth, team building.