实用市场营销核心英语PDF电子书下载

PART Ⅰ THE FIRST STEP TO MARKETING 3

CHAPTER 1 AN OVERVIEW OF MARKETING 3

1.1 Preliminary Understanding of Marketing 3

1.1.1 Previewing Marketing 4

1.1.2 Marketing Defined 6

1.1.3 Process of Marketing and Exchange 8

1.1.4 Marketing Management Philosophies 10

1.2 Further Understanding of Marketing 13

1.2.1 Customer-Focused Strategy 14

1.2.2 Characteristics of Markets,Products and Marketing 17

1.2.3 The New Eye on Marketing 19

PART Ⅱ MARKETING ANALYSIS AND RESEARCH 27

CHAPTER 2 MARKETING ENVIRONMENT 27

2.1 Micro-Environment 29

2.1.1 Company 30

2.1.2 Suppliers 30

2.1.3 Marketing Intermediaries 31

2.1.4 Customers 32

2.1.5 Competitor 32

2.1.6 Publics 32

2.2 Macro-Environment 33

2.2.1 Demographic Environment 33

2.2.2 Economic Environment 35

2.2.3 Natural Environment 36

2.2.4 Technological Environment 36

2.2.5 Political Environment 37

2.2.6 Cultural Environment 38

CHAPTER 3 COMSUMER BUYING BEHAVIOR 42

3.1 Models of Consumer Behavior 43

3.2 Factors Affecting Consumer Behavior 44

3.2.1 Cultural Factors 44

3.2.2 Social Factors 45

3.2.3 Personal Factors 47

3.2.4 Psychological Factors 49

3.3 Types of Buying Behavior 50

3.3.1 Complex Buying Behavior 50

3.3.2 Dissonance-reducing Buying Behavior 51

3.3.3 Habitual Buying Behavior 51

3.3.4 Variety-Seeking Buying Behavior 52

CHAPTER 4 MARKET FORECAST AND DECISION 54

4.1 The Information Analysis System 56

4.2 Measuring Current Market Demand 59

4.3 Forecasting Future Demand 61

CHAPTER 5 COMPETITIVE MARKETING STRATEGIES 68

5.1 What is Competitor Analysis? 69

5.2 How to Analyze Competitors? 70

5.2.1 Identifying the Company's Competitors 70

5.2.2 Determining Competitors'Objectives 73

5.2.3 Determining Competitors'Strategies 73

5.2.4 Assessing Competitors'Strengths and Weaknesses 74

5.2.5 Estimating Competitors'Reaction Patterns 75

5.3 Types of Competitors 75

5.3.1 Strong or Weak Competitors 75

5.3.2 Direct or Potential Competitors 76

5.4 Understanding Competitors 76

5.4.1 Financial Performance 77

5.4.2 Image and Positioning Strategy 77

5.4.3 Objectives and Commitment 78

5.4.4 Current and Past Strategies 78

5.4.5 Organization and Culture 79

5.4.6 Cost Structure 79

5.4.7 Exit Barriers 79

5.4.8 Assessing Strengths and Weaknesses 80

5.5 The Competitive Strength Grid 83

5.6 Porter's“five forces model” 85

5.6.1 The Threat of New Entrants 85

5.6.2 The Bargaining Power of Suppliers 86

5.6.3 The Bargaining Power of Customers 86

5.6.4 The Threat of Substitutes 87

5.6.5 The Intensity of Rivalry among Competitors 87

CHAPTER 6 TARGET MARKETING 90

6.1 Significance of Market Segmentation 92

6.2 Consumer Market Segmentation 93

6.3 Business Market Segmentation 98

6.3.1 Variables of Business Market Segmentation 99

6.4 Steps Involved in Segmenting Markets 100

6.5 Strategies of Stepping in Target Markets 102

6.6 Market Positioning and Repositioning 104

6.7 Global Issues in Market Segmentation and Targeting 105

PART Ⅲ MARKETING MIX 111

CHAPTER 7 PRODUCT STR ATEGIES AND MARKETIND MIX 111

7.1 The Integral Concept of Product 113

7.2 Product and Service Classifications 115

7.3 Product Mix Strategy 118

7.3.1 Product Mix 118

7.3.2 Product Mix Strategy 120

7.4 New-Product Development Strategy 122

7.4.1 Categories of New Products 122

7.4.2 The New-Product Development Procedure 123

7.4.3 Product Characteristics 127

7.4.4 Different Reactions of Customers to New Products 128

7.5 Brand Strategy 130

7.5.1 Definition and Classification 132

7.5.2 Benefits of Branding 132

7.5.3 Branding Strategies 133

7.5.4 Trademarks 137

7.6 Packaging Strategy 137

7.6.1 Packaging Implications and Classifications 138

7.6.2 Packaging Functions 138

7.6.3 Principles of Packaging Designs 139

7.6.4 Packaging Strategy 140

7.6.5 Product Warranties 141

7.7 Product Life Cycles 141

7.7.1 Concept and Division of Product-Life-Cycle Stages 141

7.7.2 Approaches to Determine Product-Life-Cycle Stages 142

7.7.3 Characteristics of Each Stage and Marketing Strategies 143

7.8 Marketing Mix 146

7.8.1 Components of the Marketing Mix 146

7.8.2 Other Views on the Marketing Mix 149

7.8.3 Characteristics of the Marketing Mix 150

CHAPTER 8 PRICING STRATEGIES 156

8.1 Factor Considerations of Pricing 157

8.1.1 Cost 157

8.1.2 The Market and Demand 158

8.1.3 External Environments 161

8.2 Pricing Approaches 162

8.2.1 Cost-Based Pricing 162

8.3 Pricing Strategies 166

8.3.1 New-Product Pricing Strategies 166

8.3.2 Product-mix Pricing Strategies 167

8.3.3 Discount Pricing Strategies 168

8.3.4 Psychological Pricing Strategies 168

8.3.5 Promotional Pricing Strategies 169

8.4 Price Adjustment 170

8.4.1 The Reasons of Price Changes 170

8.4.2 Buyer Reactions to Price Changes 171

8.4.3 Competitor Reactions to Price Changes 172

CHAPTER 9 PLACE STRATEGIES 175

9.1 The Concept and Importance of Marketing Channels 176

9.2 Additional Values of Marketing Channel 177

9.3 The Systems of Market Channels 178

9.4 Marketing Channel Design 182

9.4.1 Analyzing Customer Service Needs 182

9.4.2 Setting Channel Objectives 182

9.4.3 Identifying Major Alternatives 183

9.5 Channel Management 188

CAHPTER 10 PROMOTION STRATEGIES 193

10.1 Advertising 194

10.2 Personal Selling 198

10.3 Public Relations 199

10.4 Sales Promotion 201

10.5 Direct and Online Marketing 202

CHAPTER 11 E-MARKETING IN THE DIGITALAGE 205

11.1 E-Marketing Defined 206

11.2 The Benefits of E-Marketing 207

11.3 How to Expand into an E-Marketing World 207

11.4 Business E-Commerce and Customer E-Commerce 208

11.5 Effects of the Internet on Other Industries 209

CHAPTER 12 SERVICE MARKETING 212

12.1 The Importance of Service 213

12.2 Differences between Services and Goods 214

12.3 Alternative Views 215

CHAPTER 13 GREEN MARKETING 218

13.1 History 219

13.2 Popularity and Effectiveness 221

13.3 Green Marketing Depends on Marketers 222

13.4 Green Products 223

CHAPTER 14 CULTURE MARKETING 226

14.1 Culture and Subculture 227

14.2 Culture Defined 227

14.3 Cultures Across Countries 227

14.4 Blending of Cultures in Marketing 228

14.5 Important Factors in Cross-Cultural Marketing 229

AppendixⅠ Glossary 236

AppendixⅡ Supplementary Cases 244

Bibliography 255