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國際市場營銷(國際商務英語第2版十二五職業教育國家規劃教材)

  • 作者:編者:彭朝林|總主編:徐小貞
  • 出版社:高等教育
  • ISBN:9787040479584
  • 出版日期:2017/11/01
  • 裝幀:平裝
  • 頁數:186
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內容大鋼
    彭朝林主編的《國際市場營銷(國際商務英語第2版十二五職業教育國家規劃教材)》提供了教學大綱、報告模板、專業術語解釋等,每單元均提供教學目的,並安排各種問題、活動、任務和小案例等,單元后提供項目練習和評估標準,既適用於教師教學,又適合學生自學;
    本教材通過過程評估及考試方式改革的全新做法,可培養學生自學能力、分析問題、信息搜尋、團隊合作、口頭報告、商務報告撰寫等諸多能力,摒棄了傳統教學中死記硬背商務概念和理論的做法;
    本教材語言簡練,難度適中,是適合中國本、專科學生使用的英文版市場營銷教材;

作者介紹
編者:彭朝林|總主編:徐小貞

目錄
Unit 1 Introduction to Marketing
  1.1 What Is Marketing?
  1.2 Evolution of Marketing
Unit 2 The Marketing Environment
  2.1 What Is Marketing Environment?
  2.2 What Is the Company's Microenvironment?
  2.3 Macroenvironment
Unit 3 Marketing Mix
  3.1 The Product
  3.2 Pricing
  3.3 The Place/Distribution
  3.4 Promotion
  3.5 4Cs
Unit 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
Unit 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
Unit 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
Unit 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
Unit 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
Unit 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
Unit 10 Marketing Plan, Control and Audit
  10.1 What Is Marketing Plan?
  10.2 Why Prepare a Marketing Plan?

  10.3 Marketing Plan Components
  10.4 Marketing Control
  10.5 Marketing Audit
Appendix Ⅰ Syllabus
Appendix Ⅱ Model Report
Appendix Ⅲ Minidictionary of Marketing
Bibliography

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