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內容簡介: |
乔东主编的《市场营销学基础》是根据《市场营销学》双语教学需要编写的。全书涵盖了市场营销学中*重要的理论知识与方法,包括概论、产品营销、价格营销、渠道营销和促销五个单元共11章。每一章都包括一个精选案例,还附有部分生词的注释和课后的思考题。
本书既适合普通本科高校学生学习,也适合以英语方式学习市场营销学的自学者和企业市场营销的从业者使用。
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目錄:
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UNIT 1 INTRODUCTION(导论)
CHAPTER 1 MARKET AND MARKETING(市场与营销)
Case:Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET(消费者市场)
Case:GoPro
Ⅰ.Model of Consumer Behavior
Ⅱ.Characteristics Affecting Consumer Behavior
Ⅲ.Buyer Decision Process
Ⅳ.Buyer Decision Process for New Product
UNIT 2 PRODUCT(产品)
CHAPTER 3 PRODUCT MARKETING(产品营销)
Case:Nike
Ⅰ.Definition of Product
Ⅱ.Product Decisions
Ⅲ.Services Marketing
Ⅲ.Branding Strategy
CHAPTER 4 NEW-PRODUCT MARKETING(新产品营销)
Case:Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE(价格)
CHAPTER 5 PRICING MARKETING(价格营销)
Case:JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES(价格策略)
Case:Panera Bread
Ⅰ.New—Product Pricing Strategies
Ⅱ.Product Mix Pricing Strategies
Ⅲ.Price Adjustment Strategies
Ⅳ.Price Changes
UNIT 4 PLACE(渠道)
CHAPTER 7 CHANNEL MARKETING(渠道营销)
Case:Netflix
Ⅰ.Nature and Importance of Marketing Channels
Ⅱ.Channel Behavior and Organization
Ⅲ.Channel Design Decisions
Ⅳ.Channel Management Decisions
CHAIPTER 8 RETAILING AND WHOUESALING(零售与批发)
Case:Walmart
Ⅰ.Retailing
Ⅱ.Wholesaling
UNIT 5 PROMOTION(促销)
CHAPTER 9 ADVERTISING AND PUBLIC RELATIONS(广告与公共关系)
Case:Allstate
Ⅰ.Promotion Mix
Ⅱ.Advertising
Ⅲ.Public Relations
CHAPTER 10 PERSONAL SELLING AND SALES PROMOTION(人员销售与销售促进)
Case:IBM
Ⅰ.Personal Selling
Ⅱ.Managing the Sales Force
Ⅲ.Personal Selling Process
Ⅳ.Sales Promotion
CHAPTER 11 DIRECT AND ONLINE MARKETING(直销与网络营销)
Case:Facebook
Ⅰ.Growth and Benefits of Direct Marketing
Ⅱ.Forms of Direct Marketing
Ⅲ.Online Marketing
Ⅳ.Corporate Culture and Marketing
BIBLIOGRAPHY(参考文献)
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