市场营销:第11版

Chapter1 Customer-Driven Marketing
Chapter Overview
What Is Marketing？
How Marketing Creates Utiluty
Evolution of the Marketing Concept
Emergence of the Marketing Concetp
Deliuering Added Value through Customer Satesfaction and Quality
Customer Satisfaction and Feedback
Expanding Mardeting’s Traditional Boundaries
Not-for-Profit Marketing
Nontraditional Marketing
Developing a Marketing Strategy
Selecting a Target Market
Deueloping a Marketing Mix
Deueloping a Marketing Mix for Internatinal Markets
Marketing Research for Improved Marketing Decisions
Obtaining Mraketing Research Data
Applying Marketing Research Data
Computer-Based Marketing Research Systems
Data Mining
Marekt Segmentation
How Market Segmentation Works
Segmenting Consumer Markets
Segmenting Business Markets
Buyer Behavior：Determining What Customers Want
Determinants of Consumer Behavior
Determinants of Business Buying Behavior
Steps in the Consumer Behavior
Creating，Maintainingm，and Strengthening Mardeting Relationships
Benefits of Relationship Marketing
Tools for Nurturing Customer Realtionships
What’s Ahead
Summary of Learrning Goals
Business Terms You Need to Know
Other Important Business Terms
Reuiew Questions
Projects and Applications
Experiential Exercise
Nothing But Net
Case12.1 Marketing to Tweens
Chapter2 Product and Distribution Strategies
Chapter3 Promotion and Pricing Strategies
Case 3.1 Wow！It s Yao！
Glossary
Ntes