《市場行銷基礎（雙語版）》是2015年對外經濟貿易大學出版社出版書籍，作者是張希穎 吳麗娟。
基本介紹
- 書名：市場行銷基礎（雙語版）
- 作者：張希穎 吳麗娟
- ISBN：9787566314673
- 定價：35.00元
- 出版社：對外經濟貿易大學出版社
- 出版時間：2016年1月
- 開本：185mm×260mm/
- 版次/印次：1/1
- 字數/頁數：347千字/
- 適用層次：本科
內容簡介,目 錄,
內容簡介
本教材是國家級雙語教學示範課“出口行銷學”的課程建設成果，由河北經貿大學和鄭州航空工業管理學院的老師共同編撰完成，各章編寫分工如下：第一章、第七章由張少楠編寫，第二章由張希穎編寫，第三章由彭苗編寫，第四章、第五章由吳麗娟編寫，第六章由殷向暉編寫，第八章、第九章由李瀾濤編寫。韓愛玲、劉夢楠、於子簫、李曙軍參與了本書的資料收集和校對工作。張希穎負責全書的統稿和總纂。
目 錄
Chapter 1 Marketing: Managing Valuable Customers1
Chapter Objectives1
Chapter Structure 1
1.1 Marketing Defined3
1.2 Micro-marketing and Macro-marketing5
1.3 Marketing Concept7
1.4 Customer Value10
1.5 Social Responsibility and Marketing Ethics13
Key Terms15
Exercises16
Chapter 2 The Changing Marketing Environment21
Chapter Objectives21
Chapter Structure 21
2.1 The Importance of Emerging Markets22
2.2 Macro-environment24
2.3 Micro-environment33
2.4 Objectives Review37
Key Terms37
Exercises38
Chapter 3 Using Marketing Information to Make Better Decisions41
Chapter Objectives41
Chapter Structure 41
3.1 Marketing Intelligence System (MIT)44
3.2 Marketing Research System44
3.3 The International Marketing Research Process49
3.4 Marketing Decision Support System (MDSS)52
3.5 Objectives Review52
Key Terms53
Exercises53
Chapter 4 Buyer Behavior57
Chapter Objectives57
Chapter Structure 57
4.1 Model of Consumer Behavior62
4.2 Factors Affecting Consumer Behavior62
4.3 Consumer Decision Process71
4.4 Business Buyer Behavior77
Key Terms82
Exercises83
Chapter 5 STP Strategy87
Chapter Objectives87
Chapter Structure 87
5.1 Market Segmentation90
5.2 Market Targeting97
5.3 Differentiation and Positioning103
Key Terms111
Exercises112
Chapter 6 Managing Product115
Chapter Objectives115
Chapter Structure115
6.1 Product Concept117
6.2 Product Classes Help Plan Marketing Strategies118
6.3 Product Mix and Product Line121
6.4 Branding Decisions121
6.5 Packaging Strategy124
6.6 Warranty Policies125
6.7 Product Life-cycle Marketing Strategies125
6.8 New-product Planning128
Key Terms132
Exercises133
Chapter 7 Place and Development of Channel Systems143
Chapter Objectives143
Chapter Structure143
7.1 Direct or Indirect Channel Systems145
7.2 Function of Intermediaries149
7.3 Channel Relationship Must Be Managed151
7.4 To Achieve Ideal Market Exposure156
Key Terms158
Exercises158
Chapter 8 Price163
Chapter Objectives163
Chapter Structure163
8.1 Price166
8.2 Factors to Consider When Setting Prices166
8.3 Company and Product Costs168
8.4 Other Internal and External Considerations169
8.5 Pricing Strategies173
8.6 Public Policy and Pricing183
Key Terms184
Exercises185
Chapter 9 Promotion189
Chapter Objectives189
Chapter Structure189
9.1 Promotion Mix191
9.2 Effective Marketing Communication195
9.3 Promotion Budget and Mix200
9.4 Advertising207
9.5 Public Relations (PR)215
9.6 Personal Selling216
9.7 Direct Marketing223
9.8 Online Marketing225
Key Terms226
Exercises228
References230
Chapter Objectives1
Chapter Structure 1
1.1 Marketing Defined3
1.2 Micro-marketing and Macro-marketing5
1.3 Marketing Concept7
1.4 Customer Value10
1.5 Social Responsibility and Marketing Ethics13
Key Terms15
Exercises16
Chapter 2 The Changing Marketing Environment21
Chapter Objectives21
Chapter Structure 21
2.1 The Importance of Emerging Markets22
2.2 Macro-environment24
2.3 Micro-environment33
2.4 Objectives Review37
Key Terms37
Exercises38
Chapter 3 Using Marketing Information to Make Better Decisions41
Chapter Objectives41
Chapter Structure 41
3.1 Marketing Intelligence System (MIT)44
3.2 Marketing Research System44
3.3 The International Marketing Research Process49
3.4 Marketing Decision Support System (MDSS)52
3.5 Objectives Review52
Key Terms53
Exercises53
Chapter 4 Buyer Behavior57
Chapter Objectives57
Chapter Structure 57
4.1 Model of Consumer Behavior62
4.2 Factors Affecting Consumer Behavior62
4.3 Consumer Decision Process71
4.4 Business Buyer Behavior77
Key Terms82
Exercises83
Chapter 5 STP Strategy87
Chapter Objectives87
Chapter Structure 87
5.1 Market Segmentation90
5.2 Market Targeting97
5.3 Differentiation and Positioning103
Key Terms111
Exercises112
Chapter 6 Managing Product115
Chapter Objectives115
Chapter Structure115
6.1 Product Concept117
6.2 Product Classes Help Plan Marketing Strategies118
6.3 Product Mix and Product Line121
6.4 Branding Decisions121
6.5 Packaging Strategy124
6.6 Warranty Policies125
6.7 Product Life-cycle Marketing Strategies125
6.8 New-product Planning128
Key Terms132
Exercises133
Chapter 7 Place and Development of Channel Systems143
Chapter Objectives143
Chapter Structure143
7.1 Direct or Indirect Channel Systems145
7.2 Function of Intermediaries149
7.3 Channel Relationship Must Be Managed151
7.4 To Achieve Ideal Market Exposure156
Key Terms158
Exercises158
Chapter 8 Price163
Chapter Objectives163
Chapter Structure163
8.1 Price166
8.2 Factors to Consider When Setting Prices166
8.3 Company and Product Costs168
8.4 Other Internal and External Considerations169
8.5 Pricing Strategies173
8.6 Public Policy and Pricing183
Key Terms184
Exercises185
Chapter 9 Promotion189
Chapter Objectives189
Chapter Structure189
9.1 Promotion Mix191
9.2 Effective Marketing Communication195
9.3 Promotion Budget and Mix200
9.4 Advertising207
9.5 Public Relations (PR)215
9.6 Personal Selling216
9.7 Direct Marketing223
9.8 Online Marketing225
Key Terms226
Exercises228
References230
