市场营销

Chapter1 Customer-Driven Marketing

Chapter Overview

What Is Marketing？

How Marketing Creates Utiluty

Evolution of the Marketing Concept

Emergence of the Marketing Concetp

Deliuering Added Value through Customer Satesfaction and Quality

Customer Satisfaction and Feedback

Expanding Mardeting’s Traditional Boundaries

Not-for-Profit Marketing

Nontraditional Marketing

Developing a Marketing Strategy

Selecting a Target Market

Deueloping a Marketing Mix

Deueloping a Marketing Mix for Internatinal Markets

Marketing Research for Improved Marketing Decisions

Obtaining Mraketing Research Data

Applying Marketing Research Data

Computer-Based Marketing Research Systems

Data Mining

Marekt Segmentation

How Market Segmentation Works

Segmenting Consumer Markets

Segmenting Business Markets

Buyer Behavior：Determining What Customers Want

Determinants of Consumer Behavior

Determinants of Business Buying Behavior

Steps in the Consumer Behavior

Creating，Maintainingm，and Strengthening Mardeting Relationships

Benefits of Relationship Marketing

Tools for Nurturing Customer Realtionships

What’s Ahead

Summary of Learrning Goals

Business Terms You Need to Know

Other Important Business Terms

Reuiew Questions

Projects and Applications

Experiential Exercise

Nothing But Net

Case12.1 Marketing to Tweens

Chapter2 Product and Distribution Strategies

Chapter3 Promotion and Pricing Strategies

Case 3.1 Wow！It s Yao！

Glossary

Ntes

本系列教材主要有以下几个特点：（1）教材种类丰富。本系列教材首批推出7本商务知识双语教材，组成“英语专业工商管理双语教学教材系列”，包括《管理》（Jeff Madura著）、《运营管理与创新》（David Needle著）、《市场营销》（Louis Boone ＆ David Kurtz著）、《会计与财务管理》（Jeff Madura著）、《商业伦理与社会责任》（Jaff Madura著）以及《创办新企业》（Jaff Madura著），国内同类题材教材较少。（2）版本较新。本系列教材选摘自国外最新
教材，内容了相应学科的最新理念和最新的真实案例。（3）内容规范、简洁，语言难易得当，适合双语教学。本系列教材简要地概述了各职能领域最重的要基本概念、基本原理和主要理论，在每本书后加入了这门学科的相关重要术语，并对术语的词头进行了中文释义。