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