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