市场营销学基础 双语教材 汉、英PDF电子书下载

UNIT 1 INTRODUCTION（导论） 1

CHAPTER 1 MARKET AND MARKETING（市场与营销） 2

Case：Amazon 3

Ⅰ.Definition of Marketing 4

Ⅱ.Marketing Management Philosophies 5

Ⅲ.Marketing Landscape 6

CHAPTER 2 CONSUMER MARKET（消费者市场） 9

Case：GoPro 10

Ⅰ.Model of Consumer Behavior 11

Ⅱ.Characteristics Affecting Consumer Behavior 12

Ⅲ.Buyer Decision Process 17

Ⅳ.Buyer Decision Process for New Product 19

UNIT 2 PRODUCT（产品） 21

CHAPTER 3 PRODUCT MARKETING（产品营销） 22

Case：Nike 23

Ⅰ.Definition of Product 23

Ⅱ.Product Decisions 25

Ⅲ.Services Marketing 28

Ⅳ.Branding Strategy 30

CHAPTER 4 NEW-PRODUCT MARKETING（新产品营销） 34

Case：Samsung 35

Ⅰ.New-Product Development Strategy 36

Ⅱ.New-Product Development Process 36

Ⅲ.Product Life-Cycle Strategies 40

UNIT 3 PRICE（价格） 43

CHAPTER 5 PRICING MARKETING（价格营销） 44

Case：JCPenney 45

Ⅰ.Definition of Price 46

Ⅱ.Factors Affecting Pricing Decisions 46

Ⅲ.General Pricing Approaches 50

CHAPTER 6 PRICING STRATEGIES（价格策略） 53

Case：Panera Bread 54

Ⅰ.New-Product Pricing Strategies 55

Ⅱ.Product Mix Pricing Strategies 56

Ⅲ.Price Adjustment Strategies 57

Ⅳ.Price Changes 60

UNIT 4 PLACE（渠道） 63

CHAPTER 7 CHANNEL MARKETING（渠道营销） 64

Case：Netflix 65

Ⅰ.Nature and Importance of Marketing Channels 66

Ⅱ.Channel Behavior and Organization 66

Ⅲ.Channel Design Decisions 70

Ⅳ.Channel Management Decisions 74

CHAPTER 8 RETAILING AND WHOLESALING（零售与批发） 77

Case：Walmart 78

Ⅰ.Retailing 79

Ⅱ.Wholesaling 86

UNIT 5 PROMOTION（促销） 91

CHAPTER 9 ADVERTISING AND PUBLIC RELATIONS（广告与公共关系） 92

Case：Allstate 93

Ⅰ.Promotion Mix 94

Ⅱ.Advertising 95

Ⅲ.Public Relations 103

CHAPTER 10 PERSONAL SELLING AND SAL ES PROMOTION （人员销售与销售促进） 106

Case：IBM 107

Ⅰ.Personal Selling 108

Ⅱ.Managing the Sales Force 111

Ⅲ.Personal Selling Process 119

Ⅳ.Sales Promotion 123

CHAPTER 11 DIRECT AND ONLINE MARKETING （直销与网络营销） 130

Case：Facebook 131

Ⅰ.Growth and Benefits of Direct Marketing 132

Ⅱ.Forms of Direct Marketing 134

Ⅲ.Online Marketing 137

Ⅳ.Corporate Culture and Marketing 144

BIBLIOGRAPHY（参考文献） 153