kotler_intro_im_Marketing management笔记.doc

INTRODUCTION The Twelfth Edition of Kotler/Keller’s Marketing Management textbook offers a complete set of supplemental learning and teaching aids. The Instructor’s Manual plays a central role in organizing this package. This manual has been designed so the instructor can plan lectures, demonstrations, discussions, visual presentations, Internet exercises, and written assignments in a coordinated and efficient manner. All 22 chapters of the textbook have been carefully reviewed in order to develop the most logical and helpful manual for you, the instructor. Primary features of the Instructor’s Manual are described below. Professors on the Go! New to the twelfth edition of the Instructor’s Manual is a section entitled Professors on the Go! This section was created with the busy professor in mind. It serves to bring key material upfront in the manual, where an instructor who is short on time can take a quick look and find key concepts, activities, and exercises that he/she can incorporate into the lecture, without having to page through all the material provided for each chapter. Note: Additional support for the exercises in this section can be found within the specified chapter of the Instructor’s Manual. RECOMMENDED SYLLABI Three recommended syllabi are provided in order to assist you in your course preparation. A case/lecture-oriented syllabus is offered, where selected Harvard cases are indicated for each chapter of the text, in order to help students gain additional expertise. A project-oriented syllabus presents the students with the opportunity to develop a semester-long marketing plan. With this syllabus, the instructor can have the students choose a new or existing product or service, and in conjunction with the chapters of the text, develop a full and comprehensive marketing plan for the product/service. The Sonic PDA syllabus coordinates with Marketing Plan Pro software and develops a marketing plan for the Sonic PDA product introduced in the