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