本書在市場營銷基礎(chǔ)知識的框架下, 通過把中國國情和中國案例融入闡述, 增加關(guān)于中國企業(yè)的案例分析, 提升中國元素的“顯性”存在, 為授課教師在課程教學(xué)中實(shí)施隱性的思政教育奠定基礎(chǔ)。教材面向英語/商務(wù)英語專業(yè)編寫, 除了專業(yè)知識的傳授, 還需兼顧學(xué)生英語語言水平的提高, 因此, 課后題包含語言訓(xùn)練和專業(yè)知識兩大類題目。

Chapter One The Nature of Marketing
1.What is marketing
2.The core concepts on marketing
3.Market-oriented business
4.Marketing mix
5.New marketing concepts
Summary
Key terms
Exercises
Chapter Two The Global Marketing Environment
1.The macroenvironment
2.The microenvironment
3.Scanning and responding to the market environment
Summary
Key terms
Exercises
Chapter Three Understanding Customer Behavior
1.Model of consumer behavior
2.Who buys
3.How they buy
4.What affects buying behavior
5.What are consumers' choice criteria
Summary
Key terms
Exercises
Chapter Four Marketing Information and Marketing Research
1.Assessing marketing information needs
2.Developing marketing information
3.Analyzing marketing information
4.Distributing and using marketing information
5.Ethics in marketing research
Summary
Key terms
Exercises
Chapter Five Segmentation, Targeting, Positioning
and Differentiation
1.Segmenting consumer market
2.Target marketing
3.Positioning and repositioning
4.Differentiation
Summary
Key terms
Exercises
Chapter Six Products, Services and Brands
1.Definition of product
2.Levels of product
3.Product differentiation
4.Management of product lines and mixes
5.Product life cycle
6.New product development

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