本书在市场营销基础知识的框架下, 通过把中国国情和中国案例融入阐述, 增加关于中国企业的案例分析, 提升中国元素的“显性”存在, 为授课教师在课程教学中实施隐性的思政教育奠定基础。教材面向英语/商务英语专业编写, 除了专业知识的传授, 还需兼顾学生英语语言水平的提高, 因此, 课后题包含语言训练和专业知识两大类题目。
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
......
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