新世纪国际营销英语PDF电子书下载

Unit 1 Introduction 1

1.0 Overview 1

1.1 What Is Marketing All About? 2

1.1.1 The Concept of Exchange 3

Exercises 4

1.2 Definitions of International Marketing 8

1.2.1 The Origins of Marketing 10

Exercises 11

1.3 The Importance of Marketing 14

1.4 Why Should You Study Marketing? 16

Exercises 17

Unit 2 Consumers and Markets 21

2.0 Overview 21

2.1 The Decision-Making Process 22

2.1.1 Problem 22

2.1.2 Search 23

2.1.3 Evaluation 25

2.1.4 Decision 26

2.1.5 Post-Purchase Evaluation Process 27

2.2 Purchasing Situations 29

2.2.1 Routine PS 29

2.2.2 Limited PS 30

2.2.3 Extended PS 31

2.2.4 The Importance of Purchasing Situations 32

Exercises 32

2.3 Environmental Influence 35

2.3.1 Sociocultural Influence 35

2.3.2 Technological Influence 36

2.3.3 Economic and Competitive Influence 36

2.3.4 Political and Legal Influence 37

2.4 Psychological Influences—The Individual 37

2.4.1 Personality Influence 38

2.4.2 Perception Influence 38

2.4.3 Learning 40

2.4.4 Motivation 41

2.4.5 Attitudes 42

2.5 Sociocultural Influences—The Group 44

2.5.1 Social Class Influence 44

2.5.2 Culture and Subculture Influence 44

2.5.3 Reference Groups Influence 46

2.5.4 Family Influence 48

Exercises 49

Unit 3 New Product Development Strategies 49

3.0 Overview 53

3.1 The Meaning of a New Product 54

3.1.1 Types of Newness 54

3.1.2 Customer-Orientated Perspective 57

3.2 The Importance of New Product Development 59

3.2.1 Reactive Approach 59

3.2.2 Proactive Approach 60

3.3 The New Product Development Process 61

3.3.1 Idea Generation 62

3.3.2 Screening Ideas 66

Exercises 66

3.3.3 Business Analysis 68

3.3.4 Product Development 70

3.3.5 Test Marketing 71

3.3.6 Commercialization 72

3.3.7 Monitoring and Evaluation 72

3.4 New Product Failure 74

3.4.1 Failure Defined 74

3.4.2 Reasons for New Product Failure 75

3.5 Trend in NPD Process Management 75

3.5.1 Research and Development 76

3.5.2 Organization for NPD 78

Exercises 80

Unit 4 International Product Planning and Development 80

4.0 Overview 82

4.1 Types of Products 84

4.1.1 Distinctions Between Goods and Services 84

4.1.2 Consumer Products 86

4.1.3 Industrial Products 88

4.1.4 Product Management Organizations 89

4.1.5 Product Positioning 91

4.1.6 The Product Life Cycle 93

Exercises 94

4.2 Branding Needs a Strategy Decision 98

4.2.1 Branding Development 99

4.2.2 Achieving Brand Familiarity Is Not Easy 100

4.2.3 Protecting Brand Name and Trademark 102

4.2.4 The Use of Brand 102

4.2.5 Who Should Do the Branding? 104

4.3 The Strategic Importance of Packaging 105

4.3.1 Packaging Can Make the Difference 105

4.3.2 Packing May Lower Distribution and Promotion Costs 106

4.3.3 Socially Responsible Packaging 107

4.4 Warranties Are Important 108

Exercises 109

Unit 5 Distribution Planning and Channels 109

5.0 Overview 113

5.1 Distribution Planning 114

5.2 Channel Functions 115

5.3 Distribution Channels 117

5.4 Ideal Market Exposure 120

5.4.1 Advantages of Selective Distribution 121

5.4.2 Advantages of Exclusive Distribution 122

5.5 Channels Must Be Managed 122

5.6 Wholesaling 124

5.6.1 Wholesaling Functions 124

5.6.2 Types of Wholesalers 125

Exercises 132

5.7 Recent Trends in Wholesaling 135

5.8 Retailing 137

5.8.1 A Retailer's Strategy 137

5.8.2 Retailing Functions in Distribution 139

5.8.3 Types of Retailers 139

5.8.4 Considerations in Retail Planning 144

Exercises 148

Unit 6 Business-to-Business Markets 152

6.0 Overview 152

6.1 What Is B2B Marketing? 153

6.2 Business-to-Business Customers 155

6.2.1 Commercial Enterprises 155

6.2.2 Government Bodies 156

6.2.3 Institutions 157

6.3 Characteristics of B2B Markets Is Important 157

6.3.1 Nature of Demand 158

6.3.2 Demand Structure 159

6.3.3 Buying Process Is Complex 159

6.3.4 Buyer-Seller Relationships 163

Exercises 164

6.4 Buying Decision-Making Process 166

6.4.1 Precipitation 166

6.4.2 Product Specification 167

6.4.3 Supplier Selection 168

6.4.4 Commitment 168

6.5 Roles 170

6.5.1 Purchasing Function 171

6.5.2 Production/Operations Function 172

6.5.3 Engineering Function 172

6.5.4 R＆D Function 172

6.5.5 Finance Function 173

6.5.6 Marketing Function 173

6.6 The Buying Centre 174

6.6.1 Role of Users 174

6.6.2 Role of Influencers 174

6.6.3 Role of Deciders 174

6.6.4 Role of Buyers 174

6.6.5 Role of Gatekeepers 175

6.7 Buying Criteria 176

6.7.1 Economic Influences Criteria 176

6.7.2 Non-economic Influences Criteria 177

Exercises 178

Unit 7 Service，Nonprofit Marketing and Society 178

7.0 Overview 181

7.1 Service Marketing 182

7.1.1 Marketing by Service Firms 182

7.1.2 Special Considerations for Service Marketers 183

7.1.3 Classifying Services 186

7.1.4 The Extent of Services in the Economy 187

7.1.5 Illustrations of Service Marketing 189

Exercises 191

7.2 Nonprofit Marketing 196

7.2.1 Nonprofit and Profit-oriented Marketing 196

7.2.2 Classifying Non-Profit Marketing 198

7.2.3 Illustrations of Nonprofit marketing 199

7.3 Marketing and Society 200

7.3.1 Social Responsibility 202

7.3.2 Natural Resources 202

7.3.3 The Landscape 203

7.3.4 Environmental Pollution 204

7.3.5 Ethics 205

7.4 Consumerism 207

7.4.1 Consumer Information and Education 208

7.4.2 Consumer Safety 210

7.4.3 Consumer Choice 211

7.4.4 Consumers' Right to Be Heard 211

Exercises 212

Unit 8 Advertising and Public Relations 212

8.0 The Conceptual Framework 217

8.1 Advertising and Its Objectives 218

8.2 Advertising Planning 218

8.3 Types of Advertisements 219

8.3.1 Institutional Advertising 220

Exercises 220

8.4 Media Selection 223

8.4.1 Newspapers 223

8.4.2 Magazines 224

8.4.3 Television 224

8.4.4 Radio 225

8.4.5 Direct Mail 226

8.4.6 Outdoor Advertising 226

8.5 Organizing the Advertising Function 227

8.5.1 Advertising Agencies 228

Exercises 228

8.6 Creating an Advertisement 230

8.6.1 Celebrity Testimonials 231

8.6.2 Comparative Advertising 232

8.6.3 Retail Advertising 232

8.7 Assessing the Effectiveness of an Advertisement 233

8.8 Public Relations 234

8.8.1 Publicity 235

8.8.2 Ultimate Consumers and Other Publics 235

Exercises 236

Unit 9 Personal Selling and Sales Management 236

9.0 The Nature and Importance of Selling 238

9.1 Personal Selling 239

9.1.1 Advantages of Personal Selling Over Other Forms of Promotion 239

9.2 Sales Tasks 240

Exercises 242

9.3 Myths About Selling 243

9.3.1 The Professional Salesperson 244

9.3.2 Rewards and Responsibility of Every Professional Salesperson 245

9.3.3 The Role of Personal Selling in a Small Business 245

Exercises 246

9.4 The Sales Process 248

9.4.1 Prospecting 249

9.4.2 The Sales Approach and Qualifying 250

9.4.3 The Sales Presentation 251

9.4.4 Handling Objections 252

9.4.5 Closing the Sale 252

9.4.6 Follow-Up 253

9.5 Retail Selling 254

Exercises 255

9.6 Sales Management 257

9.6.1 Recruitment and Selection 258

9.6.2 Training 259

9.6.3 Organization 260

9.6.4 Supervision 260

9.6.5 Motivation 261

9.6.6 Compensation 262

9.6.7 Evaluation and Control 262

Exercises 264

Unit 10 Internet Communications and New Media 264

10.0 Overview 266

10.1 Internet Marketing Is Critical 267

10.1.1 The Nature 267

10.1.2 The Dotcom 269

10.1.3 The Website 269

10.1.4 Uses of a Website 270

10.1.5 Broadband 275

Exercises 275

10.2 New Media 276

10.2.1 E-Mail Marketing 277

10.2.2 Wireless Marketing 279

10.2.3 iTV Marketing Cannot Be Ignored 281

Exercises 283

Unit 11 Direct Marketing，Exhibitions and Trade Fairs 283

11.0 What Is Direct Marketing? 286

11.1 Direct Marketing Rises 288

11.1.1 Push Factors 288

11.1.2 Pull Factors 289

11.1.3 Facilitating Factors 290

11.2 Techniques of Direct Marketing 292

11.2.1 Direct Mail 292

11.2.2 Direct Response Advertising 293

11.2.3 Telemarketing 296

11.2.4 E-communication and New Media 298

11.2.5 Mail Order 298

11.2.6 Teleshopping 298

Exercises 299

11.3 The Role of Direct Marketing in the Promotional Mix 301

11.3.1 The Objectives 302

11.3.2 Achieving the Objectives of Direct Marketing 302

11.3.3 How and When to Use Direct Marketing 303

11.4 Trade Shows and Exhibitions 304

11.4.1 Benefits of Attending and Participating in Exhibitions 304

11.4.2 Comparison of the Benefits of Exhibitions and Personal Selling 305

11.4.3 Importance of Exhibitions to Organizations 306

Exercises 308

Unit 12 Marketing and Society 311

12.0 The Conceptual Framework 311

12.1 The Contemporary Environment of Marketing 311

12.2 Evaluating the Quality of Life 313

12.3 Current Issues in Marketing 314

12.3.1 Consumerism 314

12.3.2 The Consumer's Rights 315

Exercises 318

12.4 Consumer Characteristics 321

12.4.1 Interest Representation 321

12.5 Marketing Ethics 322

12.5.1 Ethical Problems in Product Management and Pricing 323

12.5.2 Ethical Problems in Distribution Strategy 324

12.5.3 Ethical Problems in Promotional Strategy 325

Exercises 326

12.6 Social Responsibility 327

12.6.1 Marketing's Responsibilities 328

12.6.2 Marketing and Ecology 329

12.7 Controlling the Marketing System 330

12.8 Ethics and Values 331

12.8.1 Consumerism，the Individual，and the Marketer 332

12.8.2 The Paradox of the Marketing Concept 333

12.9 Resolving Contemporary Issues in Marketing 334

Exercises 335

Unit 13 Marketing of Services 338

13.0 What Are Services? 338

13.1 Characteristics of Services 339

13.2 Types of Consumer and Industrial Services 341

13.3 Buyer Behavior 341

13.3.1 Attitudes 342

13.3.2 Needs and Motives 342

13.3.3 Purchase Behavior 342

Exercises 343

13.4 Environments for Service Firms 347

13.4.1 Economic Environment 347

13.4.2 Social/Cultural Environment 348

13.4.3 Political/Legal Environment 349

13.4.4 Technical Environment 349

13.4.5 Competitive Environment 350

Exercises 351

13.5 The Marketing Mix for Service Firms 354

13.5.1 Service Policies 354

13.5.2 Pricing Strategy 355

13.5.3 Distribution Strategy 356

13.5.4 Promotional Strategy 356

Exercises 357