包邮市场营销-第10版

CHAPTER 1 Customer-Driven Marketing Enter the World of Business Banana Republic Uses Marketing to Bring Brand to Life Introduction Nature of Marketing The Exchange Relationship Functions of Marketing Creating Value with Marketing The Marketing Concept Evolution of the Marketing Concept Developing a Marketing Strategy Selecting a Target Market Developing a Marketing Mix Marketing Research and Information Systems Online Marketing Research Buying Behavior Psychological Variables of Buying Behavior Social Variables of Buying Behavior Understanding Buying Behavior The Marketing Environment Importance of Marketing to Business and Society So You Want a Job in Marketing Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: The Marketing Mix Solve the Dilemma: Will It Go? Build Your Business Plan: Customer-Driven Marketing See for Yourself Videocase: New Belgium Brews Customer Satisfaction Team Exercise CHAPTER 2 Dimensions of Marketing Strategy Enter the World of Business Corvette’s New Look and Message Introduction The Marketing Mix Product Strategy Developing New Products Classifying Products Product Line and Product Mix Product Life Cycle Identifying Products Pricing Strategy Pricing Objectives Specific Pricing Strategies Distribution Strategy Marketing Channels Intensity of Market Coverage Physical Distribution Importance of Distribution in a Marketing Strategy Promotion Strategy The Promotion Mix Promotion Strategies: To Push or to Pull Objectives of Promotion Promotional Positioning Importance of Marketing Strategy So You Want to Be a Marketing Manager Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: Analyzing Motel 6’s Marketing Strategy Solve the Dilemma: Better Health with Snacks Build Your Business Plan: Dimensions of Marketing Strategy See for Yourself Videocase: Groupon Masters Promotion to Become a Popular Daily Deal Site CHAPTER 3 Digital Marketing and Social Networking Enter the World of Business Microblog Marketing: Reaching Millions of Consumers with One Click Introduction Growth and Benefits of Digital Communication Using Digital Media in Business Digital Media and the Marketing Mix Social Networking Types of Consumer-Generated Marketing and Digital Media Social Networks Blogs and Wikis Media Sharing Virtual Worlds Mobile Marketing Applications and Widgets Using Digital Media to Reach Consumers Using Digital Media to Learn about Consumers Legal and Social Issues in Internet Marketing Privacy Identity Theft Online Fraud Intellectual Property Digital Media’s Impact on Marketing So You Want to Be a Digital Marketer Review Your Understanding Revisit the World of Business Learn the Terms Check Your Progress Get Involved Build Your Skills: Planning a Digital Marketing and Social Networking Site Solve the Dilemma: Developing Successful Freeware Build Your Business Plan: Digital Marketing and Social Networking See for Yourself Videocase: Should Employees Use Social Media Sites at Work? Team Exercise