Chapter 1 Social and Cultural Environment 1
Part A Basic Knowledge 1
Part B Dialogues 10
Part C Extended Activities 15
Chapter 2 Marketing Planning 22
Part A Basic Knowledge 22
Part B Dialogues 31
Part C Extended Activities 34
Chapter 3 Marketing Research 37
Part A Basic Knowledge 37
Part B Dialogues 41
Part C Extended Activities 46
Chapter 4 Distribution 49
Part A Basic Knowledge 49
Part B Dialogues 55
Part C Extended Activities 60
Chapter 5 Price 66
Part A Basic Knowledge 66
Part B Dialogues 70
Part C Extended Activities 76
Chapter 6 Promotion（1） ： Advertising 80
Part A Basic Knowledge 80
Part B Dialogues 86
Part C Extended Activities 90
Chapter 7 Promotion（2） ： Personal Selling 96
Part A Basic Knowledge 96
Part B Dialogues 101
Part C Extended Activities 106
Chapter 8 Promotion（3） ： Fair Promotion 110
Part A Basic Knowledge 110
Part B Dialogues 116
Part C Extended Activities 122
Chapter 9 Promotion（4） ： Public Relations 127
Part A Basic Knowledge 127
Part B Dialogues 131
Part C Extended Activities 141
Chapter 10 Promotion（5） ： Festive Promotion 146
Part A Basic Knowledge 146
Part B Dialogues 152
Part C Extended Activities 157
Chapter 11 Promotion（6） ： Promotion of Service Industry 163
Part A Basic Knowledge 163
Part B Dialogues 169
Part C Extended Activities 175
Chapter 12 After-sales Service 178
Part A Basic Knowledge 178
Part B Dialogues 183
Part C Extended Activities 187
Reference Keys 192