Chapter 1 Introduction to Marketing
1.1 What Is Marketing？
1.2 Evolution of Marketing
Chapter 2 The Marketing Environment
2.1 What Is Marketing Environment？
2.2 What Is the Company’s Microenvironment？
2.3 Macroenvironment
Chapter 3 Marketing Mix
3.1 The Product
3.2 Pricing
3.3 The Place／Distribution（分销渠道）
3.4 Four Cs
Chapter 4 Consumer Buying Behavior
4.1 The Buyer Decision Process
4.2 The Buyer Decision Process for New Products
4.3 Model of Consumer Behavior
4.4 Types of Buying Decision Behavior
Chapter 5 Market Information and Marketing Research
5.1 What Is Marketing Information System（MIS）？
5.2 The Marketing Research Process
5.3 Marketing Research in Small Businesses
Chapter 6 Segmenting, Targeting and Positioning
6.1 Seven-step Approach to Market Segmentation
6.2 Different Market Segmentation Levels
6.3 What Are the Bases of Market Segmentation？
6.4 What Are Effective Segments？
6.5 Market Targeting
6.6 Positioning for Competitive Advantage
Chapter 7 International Market Entry
7.1 What Is Global Marketing？
7.2 Global Business Involvement: Market Entry Strategies
7.3 Factors Considered in Global Marketing
Chapter 8 Service Marketing
8.1 Service Industry
8.2 Nature and Classification of Services
8.3 Characteristics of Services and Their Marketing Implications
8.4 Service quality
8.5 Integrated Service Management: 8Ps
8.6 After-sales Service
Chapter 9 Green Marketing
9.1 An Introduction to Green Marketing
9.2 Why Is Green Marketing Popular？
9.3 Some Guidelines in Environmental/Green Marketing Claims
9.4 Make Products Green by Design
9.5 Green Marketing in China
9.6 Conclusions
Chapter 10 Marketing Communications Mix
10.1 What Is Marketing Communication Mix？
10.2 Advertising
10.3 Personal Selling
10.4 Sales Promotion
10.5 Public Relations and Promotion
Chapter 11 Marketing Plan, Control and Audit
11.1 What Is Marketing Plan？
11.2 Why Prepare a Marketing Plan？
11.3 Marketing Plan Components
11.4 Marketing Control
11.5 Marketing Audit
Appendix I Syllabus
Appendix II Model Report
Appendix III Mini Dictionary of Marketing
Bibliography
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