导语

  

内容提要

  

    张希颖、吴丽娟主编的《市场营销基础(双语版)》(The Basics of Marketing)是国际经济与贸易，市场营销、国际商务及工商管理类其他专业的基础课程之一，内容涵盖全球营销概况、市场营销概念、市场营销环境分析以及信息搜集分析系统、消费者行为分析、市场营销策略以及组合等。
    为体现涉外性，本教材使读者通过学习，在掌握基础知识的同时加强带入感，强化对专业英语的了解和认知；进而在实践活动中弱化语言障碍，提高工作效率。

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