市场营销学

Part Ⅰ About Marketing

Chapter 1 Production and Development of Marketing

1.1 Production ofMarketing

1.2 Development ofMarketing

1.2.1 Classica!Schools

1.2.2 Management Schools

1.2.3 Behavior Schools

1.3 Connot~ion and Nature ofMarketing

1.3.1 Connotation ofMarketing

1.3.2 Nature ofMarketing

1.4 Research Approaches ofMarketing

1.4.1 Commodity Research Approach

1.4.2 Functional Research Approach

1.4.3 Institutional Research Approach

1.4.4 Managerial Research Approach

1.4.5 Systematic Research Approach

1.5 Summary

Chapter 2 Marketing Philosophy

2.1 Production Concept

2.1.1 Background ofProduction Concept

2.1.2 Meaning ofProduction Concept

2.1.3 Characteristics of Produ~ion Concept

2.2 Product Concept

2.2.1 Background of Product Concept

2.2.2 Connotation ofProduct Concept

2.2.3 Characteristics ofProduct Concept

2.3 Selling Concept

2.3.1 Background of Selling Concept

2.3.2 Contents of Selling Concept

2.3.3 Features of Selling Concept

2.4 Marketing Concept

2.4.1 Background ofMarketing Concept

2.4.2 Contents of Marketing Concept

2.4.3 Four Pillars of Marketing Concept

2.5 Social Marketing Concept

2.5.1 Background of Social Marketing Concept

2.5.2 Contents of Social Marketing Concept

2.5.3 Features of Social Marketing Concept

2.6 Mega-Marketing Concept

Part Ⅱ Market Elements

Chapter 3 Analysis of Marketplace and Marketing Environment

3.1 Implications and Classification of

3.1.1 ConceptofMarketplace

3.1.2 DivisionofMarketplace

3.2 Implications and Features of Marketing Environment

3.2.1 ConceptofMarketing

3.2.2 Contents and Features of Marketing Environment

3.3 AnalysisofMacro-Marketing

3.3.1 Population Factors

3.3.3 Political and Legal Factors

3 .3 .4 Cultural Factors

3.3.5 Sci-Tech Factors

3.3.6 Natural Environmental Factors

3.4 AnalysisofMicro-Marketing Environment

3.4.1 Enterprises

3.4.2 MarketingChannel Institutions

3.4.3 Buyer's Market

3.4.5 GeneralPublic

3.5 Summary

Chapter 4 Analysis of Market Behavior

4.1 Analysis of Competitors

4.1.1 Competition Types of Marketplace

4.1.2 Classification of Competitors and Their Behavior Features

4.2 Analysis of Consumer Market Purchasing Behavior

4.2.1 Characteristics of Consumer Market Purchasing Behavior

4.2.2 Factors Affecting Purchasing Behavior of Consumers

4.2.3 Consumer Purchasing Behavior Mode

4.2.4 Process of Consumers' Purchasing Decision-Making

4.3 Purchasing Behavior Analysis of Organizational Market

4.3.1 Concept and Types of Organizational Market

4.3.2 Analysis of Producers' Market Purchase Behavior

4.3.3 Analysis of Reseller and Government Purchase

4.4 Summary

……

Part Ⅲ Marketing Elements

Part Ⅳ Marketing Mix

Part Ⅴ Relative Marketing Issues

参考文献

市场营销学是一门建立在经济科学、行为科学和现代管理理论基础之上的应用科学，是工商管理类各专业的核心课程，其研究对象是以满足消费者需求为中心的企业市场营销活动的过程及其规律性。《高等学校应用型特色规划教材·经管系列：市场营销学（双语教材）》共十五章，主要内容包括现代市场营销理论的形成和发展、市场营销管理哲学的演变、经典的4P组合等基本理论以及市场营销环境对企业市场营销活动的影响、市场购买行为和市场营销战略与策略等基本知识，同时还包括营销工程、市场细分、目标市场选择、市场定位以及市场营销调查与预测等基本技能及其实际运用。《高等学校应用型特色规划教材·经管系列：市场营销学（双语教材）》为中英文双语教材，以问题为导向组织编写，并配有丰富的案例，案例资料信息量大，选题新颖，通过案例问题讨论与案例点评，有助于读者更深入地体会市场营销理论在营销活动中的指导意义。《高等学校应用型特色规划教材·经管系列：市场营销学（双语教材）》可作为高等院校工商管理、市场营销、物流管理、信息管理、会计学、财务管理及人力资源管理等专业应用型人才的教学用书，也可以作为相关从业人员的学习参考资料。

《高等学校应用型特色规划教材·经管系列：市场营销学（双语教材）》特色：
推陈出新：中英表达、问题导向、首尾呼应。
简单明了：系统性强、层次明晰，每章都有一条主线贯穿始终。实用性与针对性并举 每章案例将营销理论、知识以及实践紧密结合，促进学生动脑、动手与动嘴。
专业性与时效性强：各章案例与内容保持一致，且案例均为近年来中外知名企业案例。
可操作性强：案例讨论题主要针对案例信息和相应章节内容，可用中文、英文或中英文同时讨论。