这本教材适合应用型本科商务英语专业学生语言水平和营销知识需求。鉴于学生的英语语言水平和商务知识储备，本书的编写尽可能采用规范但简洁明了的英语，重要概念和知识点有中文译注，采用比较广为人知且新近发生的案例佐证。在课程思政的引导下，编者有意识地挖掘营销知识中的思政元素，把更多的关注点放在中国国情、民族品牌和企业上。每章课后的大案例分析题均是关于中国企业，如格兰仕、青岛啤酒、OPPO手机等。本教材在市场营销基础知识的框架下，通过把中国国情和中国企业案例融入阐述，增加关于中国企业的思考分析题，提升中国元素的显性存在，有利于授课教师在教学中成功实施隐性的思政教育。

Chapter One The Nature of Marketing
1.What is marketing
2.The core concepts on marketing
3.Market-oriented business
4.Marketing mix
5.New marketing concepts
Summary
Key terms
Exercises
Chapter Two The Global Marketing Environment
1.The macroenvironment
2.The microenvironment
3.Scanning and responding to the market environment
Summary
Key terms
Exercises
Chapter Three Understanding Customer Behavior
1.Model of consumer behavior
2.Who buys
3.How they buy
4.What affects buying behavior
5.What are consumers' choice criteria
Summary
Key terms
Exercises
Chapter Four Marketing Information and Marketing Research
1.Assessing marketing information needs
2.Developing marketing information
3.Analyzing marketing information
4.Distributing and using marketing information
5.Ethics in marketing research
Summary
Key terms
Exercises
Chapter Five Segmentation, Targeting, Positioning
and Differentiation
1.Segmenting consumer market
2.Target marketing
3.Positioning and repositioning
4.Differentiation
Summary
Key terms
Exercises
Chapter Six Products, Services and Brands
1.Definition of product
2.Levels of product
3.Product differentiation
4.Management of product lines and mixes
5.Product life cycle
6.New product development
7.Branding
8.Nature and characteristics of service
9.Service differentiation
10.Marketing strategies for service firms
Summary
Key terms
Exercises
Chapter Seven Pricing
1.Factors affecting the company's pricing decision
2.New product pricing strategies
3.Price adjustment strategies
Summary
Key terms
Exercises
Chapter Eight Place
1.Types of marketing channel
2.Development in marketing channel
3.Channel strategy and management
4.Retailing
Summary
Key terms
Exercises
Chapter Nine Promotion
1.Tools in the promotion mix
2.Integrated marketing communication
3.Effective marketing communication process
4.Socially responsible marketing communication
5.Major marketing communication tools
6.New marketing communication trends
Summary
Key terms
Exercises
Chapter Ten Marketing Planning
1.Companywide strategic planning
2.Marketing analysis
3.Competitive marketing strategy
4.Marketing mix: 4Ps
5.Implementation and control
Summary
Key terms
Exercises
Glossary