《市場營銷基礎(chǔ)（雙語版）》是國際經(jīng)濟(jì)與貿(mào)易，市場營銷、國際商務(wù)及工商管理類其他專業(yè)的基礎(chǔ)課程之一，內(nèi)容涵蓋全球營銷概況、市場營銷概念、市場營銷環(huán)境分析以及信息搜集分析系統(tǒng)、消費(fèi)者行為分析、市場營銷策略以及組合等。
為體現(xiàn)涉外性，《市場營銷基礎(chǔ)（雙語版）》使讀者通過學(xué)習(xí)，在掌握基礎(chǔ)知識的同時(shí)加強(qiáng)帶入感，強(qiáng)化對專業(yè)英語的了解和認(rèn)知；進(jìn)而在實(shí)踐活動中弱化語言障礙，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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