国际市场营销（第二版）

“十二五”职业教育国家规划教材

样章

作者：

徐小贞

定价：

35.00 元

版面字数：

0千字

开本：

16开

装帧形式：

平装

版次：

最新版次
印刷时间：

2023年

ISBN：

978-7-04-047958-4

物料号：

47958-A0

出版时间：

2017-11-16

读者对象：

高等职业教育

一级分类：

外语类

二级分类：

商务英语专业

三级分类：

商务英语专业其他

册数：

暂无

目录
- 前辅文
- Unit 1 Introduction to Marketing
  - 1.1 What Is Marketing?
  - 1.2 Evolution of Marketing
- Unit 2 The Marketing Environment
  - 2.1 What Is Marketing Environment?
  - 2.2 What Is the Company’s Microenvironment?
  - 2.3 Macroenvironment
- Unit 3 Marketing Mix
  - 3.1 The Product
  - 3.2 Pricing
  - 3.3 The Place/Distribution
  - 3.4 Promotion
  - 3.5 4Cs
- Unit 4 Consumer Buying Behavior
  - 4.1 The Buyer Decision Process
  - 4.2 The Buyer Decision Process for New Products
  - 4.3 Model of Consumer Behavior
  - 4.4 Types of Buying Decision Behavior
- Unit 5 Market Information and Marketing Research
  - 5.1 What Is Marketing Information System (MIS)?
  - 5.2 The Marketing Research Process
  - 5.3 Marketing Research in Small Businesses
- Unit 6 Segmenting, Targeting and Positioning
  - 6.1 Seven-step Approach to Market Segmentation
  - 6.2 Different Market Segmentation Levels
  - 6.3 What Are the Bases of Market Segmentation?
  - 6.4 What Are Effective Segments?
  - 6.5 Market Targeting
  - 6.6 Positioning for Competitive Advantage
- Unit 7 International Market Entry
  - 7.1 What Is Global Marketing?
  - 7.2 Global Business Involvement: Market Entry Strategies
  - 7.3 Factors Considered in Global Marketing
- Unit 8 Service Marketing
  - 8.1 Service Industry
  - 8.2 Nature and Classification of Services
  - 8.3 Characteristics of Services and Their Marketing Implications
  - 8.4 Service Quality
  - 8.5 Integrated Service Management: 8Ps
  - 8.6 After-sales Service
- Unit 9 Green Marketing
  - 9.1 An Introduction to Green Marketing
  - 9.2 Why Is Green Marketing Popular?
  - 9.3 Some Guidelines in Environmental/Green Marketing Claims
  - 9.4 Make Products Green by Design
  - 9.5 Green Marketing in China
  - 9.6 Conclusions
- Unit 10 Marketing Plan, Control and Audit
  - 10.1 What Is Marketing Plan?
  - 10.2 Why Prepare a Marketing Plan?
  - 10.3 Marketing Plan Components
  - 10.4 Marketing Control
  - 10.5 Marketing Audit
- Appendix I Syllabus
- Appendix II Model Report
- Appendix III Minidictionary of Marketing
- Bibliography