市场营销专业英语 第2版PDF电子书下载

Chapter 1 营销管理 1

案例 1

正文 2

1.1 What is Marketing 2

1.2 How Marketing Discovers and Satisfies Consumer Needs 5

1.3 The Production,Product and Selling Concepts 8

1.4 The Marketing Concept and Societal Marketing Concept 10

核心词汇 15

知识扩展 16

Chapter 2 消费者行为 18

案例 18

正文 19

2.1 The Buyer Decision Process 19

2.2 Factors Influencing Consumer Behavior 24

2.3 Models of Consumer Behavior 38

核心词汇 41

知识扩展 42

Chapter 3 营销环境 44

案例 44

正文 45

3.1 Demographics and Culture 45

3.2 Economic forces and Regulatory Forces 50

3.3 Technological Forces and competitive forces 55

核心词汇 60

知识扩展 60

Chapter 4 营销调研 62

案例 62

正文 63

4.1 The Types of Marketing Research 63

4.2 Focus Groups 67

4.3 Depth Interviews and Projective Tests 71

4.4 Types of Surveys 77

核心词汇 83

知识扩展 83

Chapter 5 营销战略和关系营销 85

案例 85

正文 86

5.1 Market Segmentation 86

5.2 Market Targeting 87

5.3 Positioning 87

5.4 Relationship Marketing 89

核心词汇 95

知识扩展 95

Chapter 6 市场营销组合1：产品策略 97

案例 97

正文 98

6.1 The New Product Process 98

6.2 Product Life Cycle 106

6.3 packaging 110

核心词汇 112

知识扩展 113

Chapter 7 市场营销组合2：价格 114

案例 114

正文 115

7.1 Nature and Important of Price 115

7.2 The Pricing Constraints and Objectives 117

7.3 Demand-based Methods 119

7.4 Competitive-based Methods 120

核心词汇 122

知识扩展 122

Chapter 8 市场营销组合3：渠道 124

案例 124

正文 125

8.1 Marketing Channel 125

8.2 Retailing 129

8.3 Logistic Management 134

核心词汇 137

知识扩展 138

Chapter 9 整合营销传播 140

案例 140

正文 141

9.1 What is Integrated Marketing Communications 141

9.2 Publicity and Public Relations 144

9.3 The Practice and the Adoption Process for IMC 150

核心词汇 154

知识扩展 154

Chapter 10 品牌管理 156

案例 156

正文 157

10.1 What Is Brand 157

10.2 New Products and Brand Extension 161

10.3 Advantages of Extensions 163

10.4 Disadvantages of Brand Extensions 168

核心词汇 172

知识扩展 172

Chapter 11 全球营销 174

案例 174

正文 175

11.1 The Scope of Global Marketing 175

11.2 Emergence of a Borderless Economic World 179

11.3 Cross-Culture Analysis in a Global Economy 182

核心词汇 187

知识扩展 188

Chapter 12 网络营销 190

案例 190

正文 191

12.1 The Emergence of E-Marketing 191

12.2 E-Marketing Environment 194

12.3 E-Marketing in Emerging Economies 202

核心词汇 207

知识扩展 207

Chapter 13 服务营销 209

案例 209

正文 210

13.1 The Uniqueness of Service 210

13.2 How Consumers Purchase Services 213

13.3 Managing the Marketing of Services 215

核心词汇 218

知识扩展 218

参考文献 220