市場營銷原理

Chapter One The Nature of Marketing
1．What is marketing?
2．The core concepts on marketing
3．Market-oriented business
4．Marketing mix
5．New marketing concepts
Summary
Key terms
Exercises

Chapter Two The Global Marketing Environment
1．The macroenvironment
2．The microenvironment
3．Scanning and responding to the market environment
Summary
Key terms
Exercises

Chapter Three Understanding Customer Behavior
1．Model of consumer behavior
2．Who buys?
3．How they buy?
4．What affects buying behavior?
5．What are consumers' choice criteria?
Summary
Key terms
Exercises

Chapter Four Marketing Information and Marketing Research
1．Assessing marketing information needs
2．Developing marketing information
3．Analyzing marketing information
4．Distributing and using marketing information
5．Ethics in marketing research
Summary
Key terms
Exercises

Chapter Five Segmentation， Targeting， Positioning and Differentiation
1．Segmenting consumer market
2．Target marketing
3．Positioning and repositioning
4．Differentiation
Summary
Key terms
Exercises

Chapter Six Products， Services and Brands
1．Definition of product
2．Levels of product
3．Product differentiation
4．Management of product lines and mixes
5．Product life cycle
6．New product development
7．Branding
8．Nature and characteristics of service
9．Service differentiation
10．Marketing strategies for service firms
Summary
Key terms
Exercises
……

Chapter Seven Pricing
Chapter Eight Place
Chapter Nine Promotion
Chapter Ten Marketing Planning

Glossary