市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)英語(yǔ)教程（專(zhuān)門(mén)用途英語(yǔ)系列教材）
- 所屬分類(lèi)：
- 作者：
（美）彼得，（美）唐納利 著；袁奇 改編
- 出版社：
中國(guó)人民大學(xué)出版社
- ISBN：9787300110585
- 出版日期：2009-8-1
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原價(jià)：
￥30.00元
現(xiàn)價(jià)：￥24.00元
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圖書(shū)簡(jiǎn)介
在經(jīng)濟(jì)全球化背景下，中國(guó)企業(yè)參與國(guó)際競(jìng)爭(zhēng)的機(jī)會(huì)越來(lái)越多。為了應(yīng)對(duì)需求多變、競(jìng)爭(zhēng)激烈的國(guó)際市場(chǎng)情況，必須培養(yǎng)既了解營(yíng)銷(xiāo)理論和技巧又熟練掌握外語(yǔ)的復(fù)合型人才，這是經(jīng)濟(jì)發(fā)展的客觀需求。本著這樣的思路，編者編寫(xiě)了這本教材。
本書(shū)改編自美國(guó)J．Paul Peter和James H．Donnelly,Jr．合著的暢銷(xiāo)世界的市場(chǎng)營(yíng)銷(xiāo)學(xué)教材——Preface to Marketing Management（第11版）。此書(shū)的特點(diǎn)是，在簡(jiǎn)單明了、由淺入深地介紹市場(chǎng)營(yíng)銷(xiāo)知識(shí)的同時(shí)，還可以使讀者增加營(yíng)銷(xiāo)專(zhuān)業(yè)的英語(yǔ)詞匯量，提高讀者的英語(yǔ)閱讀水平和交際能力。
本教材分為十三個(gè)章節(jié)，全面系統(tǒng)地介紹了營(yíng)銷(xiāo)管理的基本概念與理論。第一章介紹了怎樣制訂營(yíng)銷(xiāo)計(jì)劃和做出營(yíng)銷(xiāo)決策；第二章介紹了市場(chǎng)調(diào)查的過(guò)程和方法；第三章介紹了消費(fèi)者行為，分析了消費(fèi)者購(gòu)買(mǎi)決策過(guò)程中的影響因素；第四章介紹了組織購(gòu)買(mǎi)行為，分析了企業(yè)、政府和機(jī)構(gòu)購(gòu)買(mǎi)決策的特點(diǎn)；第五章介紹了怎樣進(jìn)行市場(chǎng)細(xì)分和市場(chǎng)定位；第六章介紹了怎樣制定產(chǎn)品戰(zhàn)略和品牌戰(zhàn)略；第七章介紹了新產(chǎn)品的計(jì)劃和研發(fā)過(guò)程；第八章介紹了整合營(yíng)銷(xiāo)溝通的方法，分析了怎樣運(yùn)用廣告、促銷(xiāo)、公共關(guān)系和直銷(xiāo)等不同的方式與消費(fèi)者溝通；第九章介紹了個(gè)人推銷(xiāo)的技巧，怎樣與客戶(hù)建立起關(guān)系和進(jìn)行銷(xiāo)售管理；第十章介紹了分銷(xiāo)策略，分析了銷(xiāo)售渠道的選擇與管理；第十一章介紹了定價(jià)策略，比較分析了幾種常用的定價(jià)方法；第十二章介紹了服務(wù)業(yè)的營(yíng)銷(xiāo)，分析了其特點(diǎn)和挑戰(zhàn)；第十三章介紹了在全球化背景下怎樣在國(guó)際市場(chǎng)上組織營(yíng)銷(xiāo)活動(dòng)。
目錄
Chapter 1 Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other
Functional Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Conclusion
Chapter 2 Marketing Research: Process and Systems for Decision Making
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research
Performance of the Research
Processing of Research Data
Preparation of the Research Report
Limitations of the Research Process
Marketing Information Systems
Conclusion
Chapter 3 Consumer Behavior
Social Influences on Consumer Decisi6n Making
Culture and Subculture
Social Class
Reference Groups and Families
Marketing Influences on Consumer Decision Making
Product Influences
Price lnfluences
Promotion lnfluences
Place Influences
Situational Influences on Consumer Decision Making
Psychological Influences on Consumer Decision Making
Product Knowledge
Product lnvolvement
Consumer Decision Making
Need Recognition
Alternative Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Conclusion
Chapter 4 Business,Government adn Institutional Buying
Chapter 5 Market Segmentation
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications:Advertising,Sales Promotion,Public Relations and Direct Marketing
Chapter 9 Personal Selling,Relationship Building,and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
