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国际市场营销(国际商务英语第2版十二五职业教育国家规划教材)

  • 定价: ¥35
  • ISBN:9787040479584
  • 开 本:16开 平装
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  • 出版社:高等教育
  • 页数:186页
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导语

  

内容提要

  

    彭朝林主编的《国际市场营销(国际商务英语第2版十二五职业教育国家规划教材)》提供了教学大纲、报告模板、专业术语解释等,每单元均提供教学目的,并安排各种问题、活动、任务和小案例等,单元后提供项目练习和评估标准,既适用于教师教学,又适合学生自学;
    本教材通过过程评估及考试方式改革的全新做法,可培养学生自学能力、分析问题、信息搜寻、团队合作、口头报告、商务报告撰写等诸多能力,摒弃了传统教学中死记硬背商务概念和理论的做法;
    本教材语言简练,难度适中,是适合中国本、专科学生使用的英文版市场营销教材;

目录

Unit 1 Introduction to Marketing
  1.1 What Is Marketing?
  1.2 Evolution of Marketing
Unit 2 The Marketing Environment
  2.1 What Is Marketing Environment?
  2.2 What Is the Company's Microenvironment?
  2.3 Macroenvironment
Unit 3 Marketing Mix
  3.1 The Product
  3.2 Pricing
  3.3 The Place/Distribution
  3.4 Promotion
  3.5 4Cs
Unit 4 Consumer Buying Behavior
  4.1 The Buyer Decision Process
  4.2 The Buyer Decision Process for New Products
  4.3 Model of Consumer Behavior
  4.4 Types of Buying Decision Behavior
Unit 5 Market Information and Marketing Research
  5.1 What Is Marketing Information System (MIS)?
  5.2 The Marketing Research Process
  5.3 Marketing Research in Small Businesses
Unit 6 Segmenting, Targeting and Positioning
  6.1 Seven-step Approach to Market Segmentation
  6.2 Different Market Segmentation Levels
  6.3 What Are the Bases of Market Segmentation?
  6.4 What Are Effective Segments?
  6.5 Market Targeting
  6.6 Positioning for Competitive Advantage
Unit 7 International Market Entry
  7.1 What Is Global Marketing?
  7.2 Global Business Involvement: Market Entry Strategies
  7.3 Factors Considered in Global Marketing
Unit 8 Service Marketing
  8.1 Service Industry
  8.2 Nature and Classification of Services
  8.3 Characteristics of Services and Their Marketing Implications
  8.4 Service Quality
  8.5 Integrated Service Management: 8Ps
  8.6 After-sales Service
Unit 9 Green Marketing
  9.1 An Introduction to Green Marketing
  9.2 Why Is Green Marketing Popular?
  9.3 Some Guidelines in Environmental/Green Marketing Claims
  9.4 Make Products Green by Design
  9.5 Green Marketing in China
  9.6 Conclusions
Unit 10 Marketing Plan, Control and Audit
  10.1 What Is Marketing Plan?
  10.2 Why Prepare a Marketing Plan?
  10.3 Marketing Plan Components
  10.4 Marketing Control
  10.5 Marketing Audit
Appendix Ⅰ Syllabus
Appendix Ⅱ Model Report
Appendix Ⅲ Minidictionary of Marketing
Bibliography