市场营销学（英）

林国超/福建省/本科/福州外语外贸学院

目录

  • 1 CHAPTER 1 Marketing: Creating and capturing customer value
    • 1.1 What is marketing?
    • 1.2 Understanding the marketplace and customer needs
    • 1.3 Designing a customer-driven marketing strategy
  • 2 CHAPTER 2 Company and marketing strategy: partnering to build customer relationships
    • 2.1 Designing the business portfolio
    • 2.2 Planning marketing
    • 2.3 Marketing strategy and marketing mix
  • 3 CHAPTER 3 Analyzing the marketing environment
    • 3.1 The microenvironment
    • 3.2 The macroenvironment
    • 3.3 Responding to the marketing environment
  • 4 CHAPTER 4 Managing marketing information to gain customer insights
    • 4.1 Marketing information and customer insights
    • 4.2 Developing marketing infromation
    • 4.3 Marketing research
  • 5 CHAPTER 5 Understanding consumer and business buyer behavior
    • 5.1 Customer markets and customer buyer behavior
    • 5.2 Business markets and business buyer behavior
    • 5.3 The buyer decision process
  • 6 CHAPTER 6 Customer-driven marketing strategy: creating value for target customers
    • 6.1 Market segmentation
    • 6.2 Market targeting
    • 6.3 Differentiation and positioning
  • 7 CHAPTER 7 Products, Services, and brands: Building customer value
    • 7.1 What is product?
    • 7.2 Product and service decision
    • 7.3 Services marketing
    • 7.4 Branding strategy: building strong brands
  • 8 CHAPTER 8 Developing new products and managing the product life cycle
    • 8.1 New-product development strategy
    • 8.2 The new product development process
    • 8.3 Product life cycle strategies
  • 9 CHAPTER 9 Pricing: Understanding and capturing customer value
    • 9.1 Major pricing strategies
    • 9.2 New product pricing strategies
    • 9.3 Price adjustment strategy
  • 10 CHAPTER 10 Marketing Channels: delivering customer value
    • 10.1 Supply chains and the value delivery network
    • 10.2 Channel design decisions
    • 10.3 Channel management decisions
  • 11 CHAPTER 11 Communicating customer value: Advertising and public relations
    • 11.1 Integrated marketing communications
    • 11.2 Advertising
    • 11.3 Public relations
  • 12 CASE STUDY seminar 1
    • 12.1 Marketing to Millennials
    • 12.2 Milennials and Social E-commerce
    • 12.3 Social Media and Big Data Marketing
  • 13 CASE STUDY seminar 2
    • 13.1 The application of Chinese style in marketing
Responding to the marketing environment

Many companies think the marketing environment is an uncontrollable element to which they have to adapt.

Other companies take a proactive rather than reactive approach to the marketing environment.


If you want to study more about marketing envrionment analysis, the following book is suggested to read.



We also provide a video for "FBIF2016 New Business Environment and New Marketing Strategies" , you may get more useful information about the new business environment in marketing world!