市場(chǎng)營(yíng)銷基礎(chǔ)（雙語(yǔ)版）
定 價(jià)：35 元
- 作者：張希穎、吳麗娟
- 出版時(shí)間：2016/1/1
- ISBN：9787566314673
- 出 版 社：對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)出版社
- 中圖法分類：F713.50
- 頁(yè)碼：229
- 紙張：膠版紙
- 版次：1
- 開(kāi)本：16K
《市場(chǎng)營(yíng)銷基礎(chǔ)（雙語(yǔ)版）》是國(guó)際經(jīng)濟(jì)與貿(mào)易，市場(chǎng)營(yíng)銷、國(guó)際商務(wù)及工商管理類其他專業(yè)的基礎(chǔ)課程之一，內(nèi)容涵蓋全球營(yíng)銷概況、市場(chǎng)營(yíng)銷概念、市場(chǎng)營(yíng)銷環(huán)境分析以及信息搜集分析系統(tǒng)、消費(fèi)者行為分析、市場(chǎng)營(yíng)銷策略以及組合等。
為體現(xiàn)涉外性，《市場(chǎng)營(yíng)銷基礎(chǔ)（雙語(yǔ)版）》使讀者通過(guò)學(xué)習(xí)，在掌握基礎(chǔ)知識(shí)的同時(shí)加強(qiáng)帶入感，強(qiáng)化對(duì)專業(yè)英語(yǔ)的了解和認(rèn)知；進(jìn)而在實(shí)踐活動(dòng)中弱化語(yǔ)言障礙，提高工作效率。
Chapter 1 Marketing： Managing Valuable Customers
Chapter Objectives
Chapter Structure
1．1 Marketing Defined
1．2 Micro-marketing and Macro-marketing
1．3 Marketing Concept
1．4 Customer Value
1．5 Social Responsibility and Marketing Ethics
Key Terms
Exercises
Chapter 2 The Changing Marketing Environment
Chapter Objectives
Chapter Structure
2．1 The Importance of Emerging Markets
2．2 Macro-environment
2．3 Micro-environment
2．4 Objectives Review
Key Terms
Exercises
Chapter 3 Using Marketing Information to Make Better Decisions
Chapter Objectives
Chapter Structure
3．1 Marketing Intelligence System （MIT）
3．2 Marketing Research System
3．3 The International Marketing Research Process
3．4 Marketing Decision Support System （MDSS）
3．5 Objectives Review
Key Terms
Exercises
Chapter 4 Buyer Behavior
Chapter Objectives
Chapter Structure
4．1 Model of Consumer Behavior
4．2 Factors Affecting Consumer Behavior
4．3 Consumer Decision Process
4．4 Business Buyer Behavior
Key Terms
Exercises
Chapter 5 STP Strategy
Chapter Objectives
Chapter Structure
5．1 Market Segmentation
5．2 Market Targeting
5．3 Differentiation and Positioning
Key Terms
Exercises
Chapter 6 Managing Product
Chapter Objectives
Chapter Structure
6．1 Product Concept
6．2 Product Classes Help Plan Marketing Strategies
6．3 Product Mix and Product Line
6．4 Branding Decisions
6．5 Packaging Strategy
6．6 Warranty Policies
6．7 Product Life-cycle Marketing Strategies
6．8 New-product Planning
Key Terms
Exercises
Chapter 7 Place and Development of Channel Systems
Chapter Objectives
Chapter Structure
7．1 Direct or Indirect Channel Systems
7．2 Function of Intermediaries
7．3 Channel Relationship Must Be Managed
7．4 To Achieve Ideal Market Exposure
Key Terms
Exercises
Chapter 8 Price
Chapter Objectives
Chapter Structure
8．1 Price
8．2 Factors to Consider When Setting Prices
8．3 Company and Product Costs
8．4 Other Internal and External Considerations
8．5 Pricing Strategies
8．6 Public Policy and Pricing
Key Terms
Exercises
Chapter 9 Promotion
Chapter Objectives
Chapter Structure
9．1 Promotion Mix
9．2 Effective Marketing Communication
9．3 Promotion Budget and Mix
9．4 Advertising
9．5 Public Relations （PR）
9．6 Personal Selling
9．7 Direct Marketing
9．8 Online Marketing
Key Terms
Exercises
References
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