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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