实用市场营销核心英语

PART Ⅰ THE FIRST STEP TO MARKETING

CHAPTER 1 AN OVERVIEW OF MARKETING

1.1 Preliminary Understanding of Marketing

1.1.1 Previewing Marketing

1.1.2 Marketing Defined

1.1.3 Process of Marketing and Exchange

1.1.4 Marketing Management Philosophies

1.2 Further Understanding of Marketing

1.2.1 Customer-Focused Strategy

1.2.2 Characteristics of Markets， Products and Marketing

PART Ⅱ MARKETING ANALYSIS AND RESEARCH

CHAPTER 2 MARKETING ENVIRONMENT

2.1 Micro-Environment

2.1.1 Company

2.1.2 Suppliers

2.1.3 Marketing Intermediaries

2.1.4 Customers

2.1.5 Competitor

2.1.6 Publics

2.2 Macro-Environment

2.2.1 Demographic Environment

2.2.2 Economic Environment

2.2.3 Natural Environment

2.2.4 Technological Environment

2.2.5 Political Environment

2.2.6 Cultural Environment

CHAPTER 3 COMSUMER BUYING BEHAVIOR

3.1 Modds of Consumer Behavior

3.2 Factors Affecting Consumer Behavior

3.2.1 Cuhural Factors

3.2.2 Social Factors

3.2.3 Personal Factors

3.2.4 Psyehologieal Factors

3.3 Types of Buying Behavior

3.3.1 Complex Buying Behavior

3.3.2 Dissonance-reducing Buying Behavior

3.3.3 Habitual Buying Behavior

3.3.4 Variety-Seeking Buying Behavior

CHAPTER 4 MARKET FORECAST AND DECISION

4.1 The Information Analysis System

4.2 Measuring Current Market Demand

4.3 Forecasting Future Demand

CHAPTER 5 COMPETITIVE MARKETING STRATEGIES

5.1 What is Competitor Analysis?

5.2 How to Analyze Competitors?

5.2.1 Identifying the Company's Competitors

5.2.2 Determining Competitors' Objectives

5.2.3 Determining Competitors' Strategies

5.2.4 Assessing Competitors' Strengths and Weaknesses

5.2.5 Estimating Competitors' Reaction Patterns

5.3 Types of Competitors

5.3.1 Strong or Weak Competitors

5.3.2 Direct or Potential Competitors

5.4 Understanding Competitors

5.4.1 Financial Performance

5.4.2 Image and Positioning Strategy

5.4.3 Objectives and Commitment

5.4.4 Current and Past Strategies

5.4.5 Organization and Culture

5.4.6 Cost Structure

5.4.7 Exit Barriers

5.4.8 Assessing Strengths and Weaknesses

5.5 The Competitive Strength Grid

5.6 Porter's "five forces model"

5.6.1 The Threat of New Entrants

5.6.2 The Bargaining Power of Suppliers

5.6.3 The Bargaining Power of Customers

5.6.4 The Threat of Substitutes

5.6.5 The Intensity of Rivalry among Competitors

CHAPTER 6 TARGET MARKETING

6.1 Significance of Market Segmentation

6.2 Consumer Market Segmentation

6.3 Business Market Segmentation

6.3.1 Variables of Business Market Segmentation

6.4 Steps Involved in Segmenting Markets

6.5 Strategies of Stepping in Target Markets

6.6 Market Positioning and Repositioning

6.7 Global Issues in Market Segmentation and Targeting

PART Ⅲ MARKETING MIX

CHAPTER 7 PRODUCT STRATEGIES AND MARKETIND MIX

7.1 The Integral Concept of Product

7.2 Product and Service Classifications

7.3 Product Mix Strategy

7.3.1 Product Mix

7.3.2 Product Mix Strategy

7.4 New-Product Development Strategy

7.4.1 Categories of New Products

7.4.2 The New-Product Development Procedure

7.4.3 Product Characteristics

7.4.4 Different Reactions of Customers to New Products

7.5 Brand Strategy

7.5.1 Definition and Classification

7.5.2 Benefits of Branding

7.5.3 Branding Strategies

7.5.4 Trademarks

7.6 Packaging Strategy

7.6.1 Packaging Implications and Classifications

7.6.2 Packaging Functions

7.6.3 Principles of Packaging Designs

7.6.4 Packaging Strategy

7.6.5 Product Warranties

7.7 Product Life Cycles

7.7.1 Concept and Division of Product-Life-Cycle Stages

7.7.2 Approaches to Determine Product-Life-Cycle Stages

7.7.3 Characteristics of Each Stage and Marketing Strategies

7.8 Marketing Mix

7.8.1 Components of the Marketing Mix

7.8.2 Other Views on the Marketing Mix

7.8.3 Characteristics of the Marketing Mix

CHAPTER 8 PRICING STRATEGIES

8.1 Factor Considerations of Pricing

8.1.1 Cost

8.1.2 The Market and Demand

8.1.3 External Environments

8.2 Pricing Approaches

8.2.1 Cost-Based Pricing

8.3 Pricing Strategies

8.3.1 New-Product Pricing Strategies

8.3.2 Product-mix Pricing Strategies

8.3.3 Discount Pricing Strategies

8.3.4 Psychological Pricing Strategies

8.3.5 Promotional Pricing Strategies

8.4 Price Adjustment

8.4.1 The Reasons of Price Changes

8.4.2 Buyer Reactions to Price Changes

8.4.3 Competitor Reactions to Price Changes

CHAPTER 9 PLACE STRATEGIES

9.1 The Concept and Importance of Marketing Channels

9.2 Additional Values of Marketing Channel

9.3 The Systems of Market Channels

9.4 Marketing Channel Design

9.4.1 Analyzing Customer Service Needs

9.4.2 Setting Channel Objectives

9.4.3 Identifying Major Alternatives

9.5 Channel Management

CHAPTER 10 PROMOTION STRATEGIES

10.1 Advertising

10.2 Personal Selling

10.3 Public Relations

10.4 Sales Promotion

10.5 Direct and Online Marketing

CHAPTER 11 E-MARKETING IN THE DIGITAL AGE

11.1 E-Marketing Defined

11.2 The Benefits of E-Marketing

11.3 How to Expand into an E-Marketing World

11.4 Business E-Commerce and Customer E-Commerce

11.5 Effects of the Internet on Other Industries

CHAPTER 12 SERVICE MARKETING

12.1 The Importance of Service

12.2 Differences between Services and Goods

12.3 Alternative Views

CHAPTER 13 GREEN MARKETING

13.1 History

13.2 Popularity and Effectiveness

13.3 Green Marketing Depends on Marketers

13.4 Green Products

CHAPTER 14 CULTURE MARKETING

14.1 Culture and Subculture

14.2 Culture Defined

14.3 Cultures Across Countries

14.4 Blending of Cultures in Marketing

14.5 Important Factors in Cross-Cultural Marketing

Appendix Ⅰ Glossary

Appendix Ⅱ Supplementary Cases

Bibliography

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