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新世纪国际营销英语
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| 商品名称: | 新世纪国际营销英语 | 开本: | 16开 |
| 作者: | 刘法公,项玲 编 | 定价: | 45.00 |
| ISBN号: | 9787517818038 | 出版时间: | 2016-09-01 |
| 出版社: | 浙江工商大学出版社 | 印刷时间: | 2016-09-01 |
| 版次: | 1 | 印次: | 1 |
Unit 1 Introduction
1.0 Overview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange
Exercises
1.2 Definitions of InternationalMarketing
1.2.1 The Origins of Marketing
Exercises
1.3 The Importance of Marketing
1.4 Why Should You StudyMarketing?
Exercises
Unit 2 Consumers and Markets
2.0 Overview
2.1 The Decision-Making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-Purchase EvaluationProcess
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance ofPurchasing Situations
Exercises
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic andCompetitive Influence
2.3.4 Political and LegalInfluence
2.4 Psychological Influences--TheIndividual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences-TheGroup
2.5.1 Social Class Influence
……
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service, Nonprofit Marketing and Society
Unit 8 Advertising and Public Relations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing, Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary
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