市场营销专业英语-第2版

目录

推荐序

前言

Chapter 1 Marketing Management 营销管理

案例Case

正文Text

11What is Marketing
目录

推荐序

前言

Chapter 1 Marketing Management 营销管理

案例Case

正文Text

11What is Marketing

12How Marketing Discovers and Satisfies Consumer Needs

13The Production, Product and Selling Concepts

14The Marketing Concept and Societal Marketing Concept

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 2 Consumer Behavior 消费者行为

案例Case

正文Text

21The Buyer Decision Process

22Factors Influencing Consumer Behavior

23Models of Consumer Behavior

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 3 Marketing Environment营销环境

案例Case

正文Text

31Demographics and Culture

32Economic forces and Regulatory Forces

33Technological Forces and competitive forces

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 4 Marketing Research 营销调研

案例Case

正文Text

41The Types of Marketing Research

42Focus Groups

43Depth Interviews and Projective Tests

44Types of Surveys

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 5 Marketing Strategy and Relationship Marketing营销战略和关系营销

案例Case

正文Text

51Market Segmentation

52Market Targeting

53Positioning

54Relationship Marketing

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 6 Marketing Mix 1：Product Strategy市场营销组合1：产品策略

案例Case

正文Text

61The New Product Process

62Product Life Cycle

63packaging

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 7 Marketing Mix 2：Pricing 市场营销组合2：价格

案例Case

正文Text

71Nature and Important of Price

72The Pricing Constraints and Objectives

73Demandbased Methods

74Competitivebased Methods

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 8 Marketing Mix 3：Place市场营销组合3：渠道

案例Case

正文Text

81Marketing Channel

82Retailing

83Logistic Management

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 9 Integrated Marketing Communications整合营销传播

案例Case

正文Text

91What is Integrated Marketing Communications

92Publicity and Public Relations

93The Practice and the Adoption Process for IMC

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 10 Brand Management 品牌管理

案例Case

正文Text

101What Is Brand

102New Products and Brand Extension

103Advantages of Extensions

104Disadvantages of Brand Extensions

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 11 Global Marketing全球营销

案例Case

正文Text

111The Scope of Global Marketing

112Emergence of a Borderless Economic World

113CrossCulture Analysis in a Global Economy

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 12EMarketing电子营销

案例Case

正文Text

121The Emergence of EMarketing

122EMarketing Environment

123EMarketing in Emerging Economies

核心词汇Core Words and Expressions

知识扩展More Knowledge

Chapter 13 Marketing of Services服务营销

案例Case

正文Text

131The Uniqueness of Service

132How Consumers Purchase Services

133Managing the Marketing of Services

核心词汇Core Words and Expressions

知识扩展More Knowledge

参考文献 信息