包邮市场营销基础-(双语版)

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