市場營銷專業(yè)英語教程

內(nèi)容概要

在經(jīng)濟(jì)全球化背景下，中國企業(yè)參與國際競爭的機(jī)會越來越多。為了應(yīng)對需求多變、競爭激烈的國際市場情況，必須培養(yǎng)既了解營銷理論和技巧又熟練掌握外語的復(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，編者編寫了這本教材。    本書改編自美國J．Paul Peter和James H．Donnelly,Jr．合著的暢銷世界的市場營銷學(xué)教材——Preface to Marketing Management（第11版）。此書的特點是，在簡單明了、由淺入深地介紹市場營銷知識的同時，還可以使讀者增加營銷專業(yè)的英語詞匯量，提高讀者的英語閱讀水平和交際能力。       本教材分為十三個章節(jié)，全面系統(tǒng)地介紹了營銷管理的基本概念與理論。第一章介紹了怎樣制訂營銷計劃和做出營銷決策；第二章介紹了市場調(diào)查的過程和方法；第三章介紹了消費者行為，分析了消費者購買決策過程中的影響因素；第四章介紹了組織購買行為，分析了企業(yè)、政府和機(jī)構(gòu)購買決策的特點；第五章介紹了怎樣進(jìn)行市場細(xì)分和市場定位；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)品的計劃和研發(fā)過程；第八章介紹了整合營銷溝通的方法，分析了怎樣運用廣告、促銷、公共關(guān)系和直銷等不同的方式與消費者溝通；第九章介紹了個人推銷的技巧，怎樣與客戶建立起關(guān)系和進(jìn)行銷售管理；第十章介紹了分銷策略，分析了銷售渠道的選擇與管理；第十一章介紹了定價策略，比較分析了幾種常用的定價方法；第十二章介紹了服務(wù)業(yè)的營銷，分析了其特點和挑戰(zhàn)；第十三章介紹了在全球化背景下怎樣在國際市場上組織營銷活動。

書籍目錄

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 BuyingChapter 5 Market SegmentationChapter 6 Product and Brand StrategyChapter 7 New Product Planning and DevelopmentChapter 8 Integrated Marketing Communications:Advertising,Sales Promotion,Public Relations and Direct MarketingChapter 9 Personal Selling,Relationship Building,and Sales ManagementChapter 10 Distribution StrategyChapter 11 Pricing StrategyChapter 12 The Marketing of ServicesChapter 13 Global Marketing

章節(jié)摘錄

　　Before a production manager, marketing manager, and personnel manager can develop plans for their individual departments, some larger plan or blueprint for the entire organization should exist. Otherwise, on what would the individual departmental plans be based？　　In other words, there is a larger context for planning activities. Let us assume that we are dealing with a large business organization that has several business divisions and several product lines within each division （e.g., General Electric, Altria）. Before individual divisions or departments can implement any marketing planning, a plan has to be developed for the entire organization？ This means that senior managers must look toward the future and evaluate their ability to shape their organizations destiny in the years and decades to come. The output of this process is objectives and strategies designed to give the organization a chance to compete effectively in the future. The objectives and strategies established at the top level provide the context for planning in each of the divisions and departments by divisional and departmental managers.

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