國(guó)際市場(chǎng)營(yíng)銷

內(nèi)容概要

　　《普通高等教育“十一五”國(guó)家級(jí)規(guī)劃教材·國(guó)際商務(wù)系列英語(yǔ)教材：國(guó)際市場(chǎng)營(yíng)銷（英文版）》通過過程評(píng)估及考試方式改革的全新做法，可實(shí)現(xiàn)學(xué)生自學(xué)能力、分析問題、信息搜尋、團(tuán)隊(duì)合作、口頭報(bào)告、商務(wù)報(bào)告撰寫諸多能力的培養(yǎng)，而摒棄傳統(tǒng)教學(xué)中死記硬背商務(wù)概念和理論的做法。

書籍目錄

Chapter 1 Introduction to Marketing1.1 What Is Marketing？1.2 Evolution of MarketingChapter 2 The Marketing Environment2.1 What Is Marketing Environment？2.2 What Is the Company’s Microenvironment？2.3 MacroenvironmentChapter 3 Marketing Mix3.1 The Product3.2 Pricing3.3 The Place／Distribution(分銷渠道)3.4 Four CsChapter 4 Consumer Buying Behavior4.1 The Buyer Decision Process4.2 The Buyer Decision Process for New Products4.3 Model of Consumer Behavior4.4 Types of Buying Decision BehaviorChapter 5 Market Information and Marketing Research5.1 What Is Marketing Information System(MIS)？5.2 The Marketing Research Process5.3 Marketing Research in Small BusinessesChapter 6 Segmenting, Targeting and Positioning6.1 Seven-step Approach to Market Segmentation6.2 Different Market Segmentation Levels6.3 What Are the Bases of Market Segmentation？6.4 What Are Effective Segments？6.5 Market Targeting6.6 Positioning for Competitive AdvantageChapter 7 International Market Entry7.1 What Is Global Marketing？7.2 Global Business Involvement: Market Entry Strategies7.3 Factors Considered in Global MarketingChapter 8 Service Marketing8.1 Service Industry8.2 Nature and Classification of Services8.3 Characteristics of Services and Their Marketing Implications8.4 Service quality8.5 Integrated Service Management: 8Ps8.6 After-sales ServiceChapter 9 Green Marketing9.1 An Introduction to Green Marketing9.2 Why Is Green Marketing Popular？9.3 Some Guidelines in Environmental/Green Marketing Claims9.4 Make Products Green by Design9.5 Green Marketing in China9.6 ConclusionsChapter 10 MarketingCommunications Mix10.1 What Is Marketing Communication Mix？10.2 Advertising10.3 Personal Selling10.4 Sales Promotion10.5 Public Relations and PromotionChapter 11 Marketing Plan, Control and Audit11.1 What Is Marketing Plan？11.2 Why Prepare a Marketing Plan？11.3 Marketing Plan Components11.4 Marketing Control11.5 Marketing AuditAppendix I SyllabusAppendix II Model ReportAppendix III Mini Dictionary of MarketingBibliography

章節(jié)摘錄

版權(quán)頁(yè)：插圖：5.2.8 Presenting the Research PlanAt this stage, the marketing researcher should summarize the plan in a written proposal. A written proposal is especially important when the research project is large and complex or when an outside firm carries it out. The proposal should cover the management problems addressed and the research objectives, the information to be obtained, the sources of secondary information or methods for collecting primary data, and the way the results will help management decision making. The proposal also should include research costs. A written research plan or proposal ensures that the marketing manager and researchers have considered all the important aspects of the research, and that they agree on why and how theresearch will be done.Implementing the research planThe researcher next puts the marketing research plan into action. This involves collecting, processing, and analyzing the information. Data collection can be carried out by the company's marketing research staff or by outside firms. The company keeps more control over the collection process and data quality by using its own staff. However, outside firms that specialize in data collection often can do the job more quickly and at a lower cost.The data collection phase of the marketing research process is generally the most expensive and the most subject to error. The researcher should watch fieldwork closely to make sure that the plan is implemented correctly and to guard against problems with contacting respondents, with respondents who refuse to cooperate or who give biased or dishonest answers, and with interviewers who make mistakes or take shortcuts.

編輯推薦

《國(guó)際市場(chǎng)營(yíng)銷(英文版)》：普通高等教育“十一五”國(guó)家級(jí)規(guī)劃教材,國(guó)際商務(wù)系列英語(yǔ)教材。

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