前辅文
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
