市場營銷

內(nèi)容概要

隨著全球經(jīng)濟(jì)的發(fā)展和市場化運(yùn)作不斷加強(qiáng)，我國越來越迫切需要既有專業(yè)知識又能熟練運(yùn)用英語的人才。如何有效地提高實(shí)際語言運(yùn)用能力，培養(yǎng)既有專業(yè)知識又能熟練運(yùn)用英語的人才，從而符合社會經(jīng)濟(jì)生活的實(shí)際需求，已成為教育工作者的歷史責(zé)任。    為了適應(yīng)新形勢，滿足各大專院校經(jīng)濟(jì)類專業(yè)、管理類專業(yè)，尤其是市場營銷專業(yè)教學(xué)的需求，我們編寫了《市場營銷》（英文版）。本書具有以下特色：    1．內(nèi)容新穎，知識系統(tǒng)全面，專業(yè)性、可讀性強(qiáng)。    2．強(qiáng)調(diào)專業(yè)基礎(chǔ)，注重全面提高學(xué)生運(yùn)用英語表達(dá)專業(yè)知識的能力。    3．編寫者都是從事市場營銷英語教學(xué)的一線教師，具有多年豐富的教學(xué)經(jīng)驗(yàn)和實(shí)踐經(jīng)驗(yàn)。       4．《市場營銷》（英文版）一書語言通俗易懂又具有專業(yè)特色，特別注重實(shí)際營銷業(yè)務(wù)的知識介紹。  　　全書共11個單元，分別介紹了全球營銷概況、市場營銷的概念、變化的營銷環(huán)境、營銷信息系統(tǒng)、消費(fèi)者市場及消費(fèi)行為、STP營銷（市場細(xì)分、目標(biāo)市場選擇與產(chǎn)品定位）、產(chǎn)品、定價、地點(diǎn)、促銷、社會責(zé)任和市場道德等關(guān)于市場營銷的主要知識。    本書可供經(jīng)濟(jì)、貿(mào)易、商業(yè)、管理類等專業(yè)的學(xué)生作為教材使角，亦可供具備一定英語基礎(chǔ)的專業(yè)工作人員作為培訓(xùn)和學(xué)習(xí)使用。

書籍目錄

1 A Changing World,a Changing Marketing   Opening Case  Text   Key Terms  Exercises2 Marketing Concept and 4Ps  Opening Case  Text   Key Terms  Exercises3 Changing Marketing Environment  Opening Case  Text   Key Terms  Exercises4 Martketing Information System  Opening Case  Text   Key Terms  Exercises5 Consumer Market and Customer Buying Behavior  Opening Case  Text   Key Terms  Exercises6 STP   Opening Case  Text   Key Terms  Exercises7 Product  Opening Case  Text   Key Terms  Exercises8 Place  Opening Case  Text   Key Terms  Exercises9 Price  Opening Case  Text   Key Terms  Exercises10 Promotion  Opening Case  Text   Key Terms  Exercises11 Social Responsibility and Marketing Ethics  Opening Case  Text   Key Terms  Exercises

章節(jié)摘錄

　　Firms must satisfy customers, or the customers wont continue to "vote" forthe firms survival and success with their money. But firms must also keep in mindthat sales revenue from customers comes at a cost. It may cost more to satisfysome needs than any customers are willing to pay. So profit——the differencebetween a firms revenue and its total costs——is the bottom-line measure of thefirms success and ability to survive. It is the balancing point that helps the firmdetermine what needs it will try to satisfy with its total sometimes costly effort.Macro-Marketing and Micro-Marketing Defined　　Macro-marketing is a social process that directs an economys flow of goodsand services from producers to consumers in a way that effectively matches supplyand demand and that accomplishes the objectives of society. Emphasis is on thewhole system. Like micro-marketing, macro-marketing is concerned with the flowof need-satisfying goods and services from producers to consumers. However, theemphasis with macro-marketing is not on the activities of individual organizations.Instead, the emphasis is on how the whole marketing system works, whichinvolves looking at how marketing affects society, and vice versa.　　Every society needs a macro-marketing system to help match supply anddemand. Different producers in a society have different objectives, resources, andskills. Likewise, not all consumers share the same needs, preferences, andwealth. In other words, within every society there are both heterogeneous supplycapabilities and heterogeneous demands for goods and services.

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