在經(jīng)濟化背景下，市場(chǎng)中國企業(yè)參與競爭的營(yíng)銷(xiāo)英語(yǔ)機會(huì )越來(lái)越多。為了應對需求多變、專(zhuān)業(yè)競爭激烈的教程市場(chǎng)情況，必須培養既了解營(yíng)銷(xiāo)(???)理論和技巧又熟練掌握外語(yǔ)的市場(chǎng)復合型人才，這是營(yíng)銷(xiāo)英語(yǔ)經(jīng)濟發(fā)展的客觀(guān)需求。本著(zhù)這樣的專(zhuān)業(yè)思路，編者編寫(xiě)了這本教材。教程
本書(shū)改編自美國J．PaulP(′_ゝ`)eter和(he)JamesH．Donnelly,市場(chǎng)Jr．合著(zhù)的世界的市場(chǎng)營(yíng)銷(xiāo)學(xué)教材——PrefacetoMarketingManagement（第11版）。此書(shū)的營(yíng)銷(xiāo)英語(yǔ)特(′Д` )點(diǎn)是，在簡(jiǎn)單明了、專(zhuān)業(yè)由淺入深??地介紹市場(chǎng)營(yíng)銷(xiāo)知識的教程同時(shí)，還可以使讀者增加營(yíng)銷(xiāo)專(zhuān)業(yè)的市場(chǎng)英語(yǔ)詞匯量，提高讀者的營(yíng)銷(xiāo)英語(yǔ)英語(yǔ)閱讀水平和交際能力。
在經(jīng)濟化背景下，專(zhuān)業(yè)中國企業(yè)參與競爭的機會(huì )越來(lái)越??多。為了應對需求多變、競爭激烈的市場(chǎng)情況，必須培養既了解營(yíng)銷(xiāo)理論和技巧又熟練掌握(′?｀)外語(yǔ)的復合型人才，這是(shi)經(jīng)濟發(fā)展的客觀(guān)需求。本著(zhù)這樣的思路，編者編寫(xiě)了這本教材(′?｀*)。
本書(shū)改編自美國J．Paul Peter和James H．Donnelly，Jr．合著(zhù)的世界的市場(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( ?ω?)了、由淺入深地介紹市場(chǎng)營(yíng)銷(xiāo)知識的同時(shí)，還可以使讀者增(zeng)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，全面系統地介紹了營(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(ji)劃和做出營(yíng)銷(xiāo)決策；第二章介紹了市場(chǎng)調查的過(guò)程和方法；第三章介紹了消費者行為，分??析了消費者購買(mǎi)決策過(guò)程中的影響因素；第四章介紹了組??織購買(mǎi)行為，分析了企業(yè)、政府和機構購買(mǎi)決策的特點(diǎn)；第五章介紹了怎樣進(jìn)行市場(chǎng)細分和市場(chǎng)定位；第六章介紹了怎樣制定產(chǎn)品戰略和品牌戰略；第七章介紹了新產(chǎn)品??的計劃和研發(fā)過(guò)程；第八章介紹了整合營(yíng)(′?_?`)銷(xiāo)溝通的方法，分析了怎樣運用廣告、促銷(xiāo)、公共關(guān)系和直銷(xiāo)等不同的方式與消費者溝通；第九章介??紹了個(gè)人推銷(xiāo)的技巧，怎樣與客(????)戶(hù)建立(li)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)市場(chǎng)營(yíng)銷(xiāo)英語(yǔ)市場(chǎng)營(yíng)銷(xiāo)英??語(yǔ)，分析了其特點(diǎn)和挑戰；第十三章介紹了在化背景下怎樣在市場(chǎng)上組織營(yíng)銷(xiāo)活動(dòng)。
Chapter 1 Strateg?ic Planning and the Marketing Management Process
What Is Marketing???
What Is Strategic Planning?
Strategic Planning and Marketing Ma(???)nagement
The Strategic Planning Process
Th??e Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Im??plementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
Functional Area Plans
Conclusion
Chapter 2 Marketing Research： Process and Systems for Decision Making
T??he Role of Marketing Researc( ?ヮ?)h
The Marketing Research Process
Pu(′?｀*)rpose of the Research
Plan of the Research
Performance of the Resea(′_ゝ`)rch
Preparation of the Research Report
Limitations of the Research Process
Marke??ting Information Systems
Chapter(′?｀*) 3 Con??sumer Behavior
Social Influences on Consumer Decisi6n Making
Culture and Subculture
Social Class
Refereヾ(′?｀)?nce Grヽ(′ー｀)ノoups and Families
M(′?｀*)arketing Influenc??es on Co┐(′д｀)┌nsumer Decision Making
Product Influences
Price lnfluences
Promotion lnfluences
Situational Influences on Consumer(????) Decision Making
Psychological Influences on Consumer Decision Making
Product Knowledge
Product lnvolvement
Need Recognition
Alternative Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Conclusion
Categories of?? Or??ganizaヽ(′ー｀)ノtional Buy??ers
Producers
Intermediaries
Government Agencies
Other Institutions
The Organizational Buying Process
Pur??ch??ase-Type Influences on Organizational Buying
Straightヽ(′ー｀)ノ Rebuy
Modified Rebuy
New Task Purcha(O_O)se
Structural Influences on Organizational Buying
Purchasing Roles
Organization-Specif??ic Factors
Purchasing Policies and Procedures
Behavioral Influences on Organizatio??nal Buying
Personal Motivations
Role Perceptions
Stagヽ(′ー｀)ノes in the Organizational Buying Procesヽ(′ー｀)ノs
Organizaヽ(′▽?zhuān)?ノtional Need
V(′_｀)endor Analysis
Purc(′ω｀*)hase Activities
Postpurchase Evaluation
Conclusion
Delineate the FirmS Current Situヽ(′ー｀)ノation
Determine Consumer Needs and Wants
Divide Markets on Relevant Dimensions
A Priori versus Post Hoe Segmentation
Relevance of Segmentation(′?_?`) Dimensions
Develop Product Positioning
Decide Segmenta??ti( ?ヮ?)on Strategy
Design Mark(T_T)eting Mix Stra??tegy
Conclusion
Chapter 6 Prod??uct and Brand Strategy
B(′ω｀)asic Issues in Product Management
Prod(╯°□°)╯uct Classification
Product Quality and Valueヽ(′▽?zhuān)?ノ
Branding and Brand Equity
Packaging
Product Life Cycle
Product Ado??p??tion an
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