Marketing

Huang YongChun, Xu JuanJuan, Li GuangMing, Zhang Xun, Yan Xiang

目录

  • 1 Marketing: Creating and  Capturing Customer Value
    • 1.1 What is marketing?
    • 1.2 Understanding the marketing place and customer needs
    • 1.3 Designing a customer-driven marketing strategy
    • 1.4 Preparing a integrated marketing plan and program
    • 1.5 Capturing value from customers
    • 1.6 The reading of chapter 1
  • 2 Analyzing the marketing environment
    • 2.1 The micro environment
    • 2.2 The macro environment
    • 2.3 Responding to marketing environment
    • 2.4 The reading of chapter 2
  • 3 Managing marketing Information to gain customer insights
    • 3.1 Marketing Information and customer insights
    • 3.2 Assessing marketing Information needs
    • 3.3 Developing marketing Information
    • 3.4 Marketing research
    • 3.5 Analyzing and using marketing Information
    • 3.6 The reading of chapter 3
  • 4 Understanding consumer and business buyer behaviior
    • 4.1 Consumer markets and consumer buy behavior
    • 4.2 The buyer decision process
    • 4.3 Business markets and business buyer behavior
    • 4.4 The reading of chapter 4
  • 5 Customer-driven marketing strategy, creating value for target customers
    • 5.1 Marketing segmentation
    • 5.2 Marketing target
    • 5.3 Differentiation and positioning
    • 5.4 The reading of chapter 5
  • 6 Products, service and brands: building customer value
    • 6.1 What is a product?
    • 6.2 Product and service decisions
    • 6.3 Service marketing
    • 6.4 Branding strategy, building strong brands
    • 6.5 The reading of chapter 6
  • 7 Pricing: understanding and capturing customer value
    • 7.1 What is a price?
    • 7.2 Major pricing strategies
    • 7.3 Other internal and external considerations affecting price decisions
    • 7.4 New product pricing strategies
    • 7.5 Product mix pricing strategies
    • 7.6 Price adjust strategies
    • 7.7 The reading of chapter 7
  • 8 Marketing channels: delivering customer value
    • 8.1 Supply chains and value delivery network
    • 8.2 The nature and importance of marketing channels
    • 8.3 Channel behavior and organization
    • 8.4 Channel design decisions
    • 8.5 Channel management decisions
    • 8.6 Marketing, logistics, and supply chain management
    • 8.7 The assignment of chapter 8
    • 8.8 The reading of chapter 8
  • 9 Retailing and wholesaling
    • 9.1 Retailing
    • 9.2 wholesaling
    • 9.3 The reading of chapter 9
  • 10 Engaging customers and communicating customer value: advertising and public relationship
    • 10.1 The promotion mix
    • 10.2 Integrated marketing communication
    • 10.3 Advertising
    • 10.4 Public relations
    • 10.5 The assignment of Chapter 10
    • 10.6 The reading of Chapter 10
  • 11 Sales promotion and social marketing
    • 11.1 Sales promotion
    • 11.2 Direct and digital marketing
    • 11.3 Digital and social media marketing
    • 11.4 Traditional direct marketing forms
    • 11.5 The reading of chapter 11
  • 12 The global marketplace
    • 12.1 Looking at the global marketing environment
    • 12.2 Deciding whether to go global
    • 12.3 Deciding which markets to enter
    • 12.4 Deciding how to enter the market
    • 12.5 The reading of chapter 12
  • 13 Practical part 1: visiting local company
    • 13.1 Visiting local company
  • 14 Practical part 2: Analyzing the case of international business of China companies
    • 14.1 Analyzing the case of international business of China companies
What is marketing?

The learning objectives of chapter 1:

  • Define marketing and outline the steps in the marketing process.

  • Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts.

  • Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

  • Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.