市场营销学基础

UNIT 1 INTRODUCTION（导论）
CHAPTER 1 MARKET AND MARKETING（市场与营销）
Case：Amazon
Ⅰ.Definition of Marketing
Ⅱ.Marketing Management Philosophies
Ⅲ.Marketing Landscape
CHAPTER 2 CONSUMER MARKET（消费者市场）
Case：GoPro
Ⅰ.Model of Consumer Behavior
Ⅱ.Characteristics Affecting Consumer Behavior
Ⅲ.Buyer Decision Process
Ⅳ.Buyer Decision Process for New Product
UNIT 2 PRODUCT（产品）
CHAPTER 3 PRODUCT MARKETING（产品营销）
Case：Nike
Ⅰ.Definition of Product
Ⅱ.Product Decisions
Ⅲ.Services Marketing
Ⅲ.Branding Strategy
CHAPTER 4 NEW-PRODUCT MARKETING（新产品营销）
Case：Samsung
Ⅰ.New-Product Development Strategy
Ⅱ.New.Product Development Process
Ⅲ.Product Life-Cycle Strategies
UNIT 3 PRICE（价格）
CHAPTER 5 PRICING MARKETING（价格营销）
Case：JCPenney
Ⅰ.Definition of Price
Ⅱ.Factors Affecting Pricing Decisions
Ⅲ.General Pricing Approaches
CHAIPTER 6 PRICING STR ATEGIES（价格策略）
Case：Panera Bread
Ⅰ.New—Product Pricing Strategies
Ⅱ.Product Mix Pricing Strategies
Ⅲ.Price Adjustment Strategies
Ⅳ.Price Changes
UNIT 4 PLACE（渠道）
CHAPTER 7 CHANNEL MARKETING（渠道营销）
Case：Netflix
Ⅰ.Nature and Importance of Marketing Channels
Ⅱ.Channel Behavior and Organization
Ⅲ.Channel Design Decisions
Ⅳ.Channel Management Decisions
CHAIPTER 8 RETAILING AND WHOUESALING（零售与批发）
Case：Walmart
Ⅰ.Retailing
Ⅱ.Wholesaling
UNIT 5 PROMOTION（促销）
CHAPTER 9 ADVERTISING AND PUBLIC RELATIONS（广告与公共关系）
Case：Allstate
Ⅰ.Promotion Mix
Ⅱ.Advertising
Ⅲ.Public Relations
CHAPTER 10 PERSONAL SELLING AND SALES PROMOTION（人员销售与销售促进）
Case：IBM
Ⅰ.Personal Selling
Ⅱ.Managing the Sales Force
Ⅲ.Personal Selling Process
Ⅳ.Sales Promotion
CHAPTER 11 DIRECT AND ONLINE MARKETING（直销与网络营销）
Case：Facebook
Ⅰ.Growth and Benefits of Direct Marketing
Ⅱ.Forms of Direct Marketing
Ⅲ.Online Marketing
Ⅳ.Corporate Culture and Marketing
BIBLIOGRAPHY（参考文献）