国际市场营销（第2版）简介，目录书摘

2019-11-14 14:30 来源：京东作者：京东

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内容简介:　　《国际市场营销（第二版）》提供了教学大纲、报告模板、专业术语解释等，每单元均提供教学目的，并安排各种问题、活动、任务和小案例等，单元后提供项目练习和评估标准，既适用于教师教学，又适合学生自学；
　　《国际市场营销（第二版）》通过过程评估及考试方式改革的全新做法，可培养学生自学能力、分析问题、信息搜寻、团队合作、口头报告、商务报告撰写等诸多能力，摒弃了传统教学中死记硬背商务概念和理论的做法；
　　《国际市场营销（第二版）》语言简练，难度适中，是适合中国本、专科学生使用的英文版市场营销教材；

作者简介:

目录: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