出版社:浙江大学出版社
年代:2013
定价:35.0
本书参阅和借鉴了大量国内外资料,对营销理念的产生与发展、营销的定义、营销学的基本内容:营销环境、消费者购买行为、市场预测及决策、市场竞争、目标市场、产品策略、定价策略、分销策略、促销策略以及其他营销模式等方面都作了较为详细的陈述,条理清晰、层次分明、要点突出。每章开始都有教学目标、案例引入,每章结尾都有归纳小结,书中选用了许多我国案例和外国案例。本书有助于学生了解商品流通的过程和规律,学习、理解和掌握市场营销的原理,提高自身营销技能和能力,尤其是双语沟通的能力,未就业做好理论和实践上的准备。本书对普及和传播科特勒的营销理念和思想具有积极的作用。作为教科书,该书编写规范,选材丰富,难度适中,便于学习。
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
《实用市场营销核心英语/面向21世纪市场营销专业系列规划教材》参阅和借鉴了大量国内外资料,对营销理念的产生与发展、营销的定义、营销学的基本内容:营销环境、消费者购买行为、市场预测及决策、市场竞争、目标市场、产品策略、定价策略、分销策略、促销策略以及其他营销模式等方面都作了较为详细的陈述,条理清晰、层次分明、要点突出。每章开始都有教学目标、案例引入,每章结尾都有归纳小结,书中选用了许多国内外经典案例。《实用市场营销核心英语/面向21世纪市场营销专业系列规划教材》有助于学生了解商品流通的过程和规律,学习、理解和掌握市场营销的原理,提高自身营销技能和能力,尤其是双语沟通的能力,为就业做好理论和实践上的准备。《实用市场营销核心英语/面向21世纪市场营销专业系列规划教材》对普及和传播菲利普·科特勒的营销理念和思想具有积极的作用。作为教科书,《实用市场营销核心英语/面向21世纪市场营销专业系列规划教材》编写规范,选材丰富,难度适中,便于学习。
《实用市场营销核心英语/面向21世纪市场营销专业系列规划教材》适用于我国已具备一定英语阅读能力的管理学、经济学、商学、金融学、物流、商务翻译、经贸英语(方向)等各类专业的本科生、专科生、高职生和营销英语爱好者。对从事涉外经贸的营销人员和管理工作者亦颇有使用价值。
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出版地 | 杭州 | 出版单位 | 浙江大学出版社 |
版次 | 1版 | 印次 | 1 |
定价(元) | 35.0 | 语种 | 简体中文 |
尺寸 | 23 × 17 | 装帧 | 平装 |
页数 | 印数 |
实用市场营销核心英语是浙江大学出版社于2013.6出版的中图分类号为 H31 的主题关于 市场营销学-英语-高等学校-教材 的书籍。