Questions and requirements of marketing course design in autumn 21 of Dagong [standard answer]

Network higher education
《 Marketing course design 》
topic ?? Objective ： Marketing course design
Learning Center ：
layer ?? Time ：??? The starting point of junior college is undergraduate
specially ?? trade ：
year ?? level ：??? year ?? In the spring / autumn ?? season
learn ?? Number ：
surname ?? name ：
Completion date ：??? year ??? month ?? Japan
《 Marketing course design 》 requirement
《 Marketing Management 》 It is a practical and comprehensive professional course for the business administration major of Modern Distance Education in Dalian University of technology .《 Marketing course design 》 Is in 《 Marketing Management 》 It is a practical teaching link based on the course teaching , It is the link and bridge between theory and practice , It is an effective means to train students to comprehensively use their knowledge to solve practical problems . Through the implementation of this link , Improve students' correct observation of the relationship between things 、 analysis 、 evaluation 、 Ability to solve problems . In order to expand students' thinking of observing problems 、 Master problem solving methods 、 Use problem solving skills , This course will be designed in the form of case analysis , Ask students to analyze the given cases , Including the marketing decision-making system 、 Analyze marketing opportunities 、 Psychoanalysis and marketing strategy 、 Market segment and target market positioning 、 Product strategy 、 Price strategy and promotion strategy .
Through the course design , Enable students to deepen their understanding of marketing , Set up correct marketing concepts and concepts , Master aopeng Dayong

Basic marketing strategy and marketing strategy , On this basis, we can correctly analyze marketing opportunities , To cultivate students' practical skills and innovative ability , Lay a solid theoretical and practical foundation for students to engage in marketing related work in the future .
《 Marketing course design 》 The specific requirements are as follows ：
1. Ask students to read the case carefully , Analyze and answer the questions after the case , The answer must be no less than 1000 word .
2. To distinguish whether offline jobs are completed independently , Please write down your thoughts or learning experiences about this course , The number of words is not less than 200 word .
3. The text shall be in Song typeface with small four point font ,1.5 Double spacing .
4. The cover format has been given , Ask students to fill in their personal information carefully .
5. The course design must be completed independently , Don't copy others 、 Relevant information or ask someone to do it for you , In case of the above , Achievement to 0 Score .
6. Students are required to upload the completed course design to the course platform in the form of offline homework .
Read the following case carefully , And analyze and answer the thinking questions after the case , The answer must be no less than 1000 word .
P & G has a fine tradition of seeking and clearly expressing the potential needs of customers , It is known as one of the best American companies in market orientation . Its development of baby diapers is an example .1956 year , Vick, director of the company's development department · Mills was looking after his newborn grandson , Deeply feel the worry of dirty diapers to housewives . The responsibility of washing diapers inspired him . therefore , Mills asked some of his most talented people to develop disposable diapers .
The idea of disposable diapers is not new . in fact , At that time, there were several brands in the American market . But market research shows that ： For many years, this kind of diaper accounted for only... Of the American market 1%. The first reason is that the price is too high ; Secondly, parents think this kind of diaper is not easy to use , Only suitable for travel or when it is not convenient to change diapers normally . The results also show that , The market potential of disposable diapers is huge . The United States and many countries in the world are at the peak of postwar baby birth , Multiply the number of babies by the average number of diaper changes per day , You can get a surprisingly large potential sales volume .
P & G's product developers spent a year , Try to develop a product that is both easy to use and attractive to parents . The initial sample of the product is a pleated absorbent mat installed in the plastic underpants . but 1958 Field test results in the summer of , In addition to the negative opinions of parents and the prickly heat on the baby , nothing . So I went back to the drawing stage .
1959 year 3 month , P & G has redesigned its disposable diapers , And produced in the laboratory 37000 individual , The appearance is similar to the current products , Take it to New York State for field trials . This time, , Two thirds of those who tried the product thought it was better than diapers . However , The following problem is how to reduce costs and improve the quality of new products . Process innovation for this purpose , It is more difficult to develop than the product itself . An engineer said it was “ The most complicated job the company has ever encountered ”, Production methods and equipment must be developed from scratch . however , To 1961 year 12 month , This project has entered the production process and product trial sale stage that can pass the acceptance .
The company chose Peoria, the city in the middle of the United States, to test market this product, which was later named “ Baby ” Products . Found out that Peoria's mothers liked to use “ Baby ”, But I don't like 10 The price of a diaper is cents . therefore , The price must come down . How much ? stay 6 The trial sales conducted in four places further show that , Pricing for 6 Cents a piece , Can make this kind of new product sell well , Make its sales volume meet the requirements of retailers . Several P & G manufacturing engineers have found a solution , To further reduce costs , And increase the production capacity to the level that enables the company to sell baby diapers nationwide at this price .
Baby diapers have finally been successfully launched , It is still one of the top products of P & G today . It shows that , Enterprises' grasp of the real market demand needs to be demonstrated through direct market research . Guide and improve new product development through the feedback of potential users . All functional departments of the enterprise must work together , Constantly try out products and adjust pricing . Last , The company made a win-win business ： A product that relieves one of the most difficult chores of every parent , An important new source of revenue and profit for P & G .
Case study questions ：
1、 On what basis did P & G make the decision to develop disposable diapers ？
2、 Whether the development process reflects the basic spirit of modern marketing ？
answer ：
The learning
To distinguish whether offline jobs are completed independently , Please write down your thoughts or learning experiences about this course , Not less than 200 word .

Reference material
Big work 21 autumn 《 Marketing course design 》 Question and answer reference