1 What Is Marketing?何為營銷 1.1 Marketers and Role of Marketing營銷人員及營銷角色 1.2 Marketing Activity營銷活動 1.3 The Value ofMarketing營銷的價值 1.4 The Evolution ofa Concept營銷的演化 1.5 The Scope of Marketing市場營銷的範圍 2 Market Planning營銷策劃 2.1 Three Levels of Business Planning商業計劃的三個層面 2.2 The Complete Marketing Planning完整的營銷計劃 3 Marketing Research營銷調研 3.1 Marketing Information System營銷信息系統 3.2 Steps in the Marketing Research Process營銷調研步驟 3.3 Questionnaire Design問卷設計 3.4 Online Research在線調研 4 Consumer Behavior消費者行為 4.1 Consumer and Consumer Behavior消費者和消費者行為 4.2 Consumer Decision—Making Model消費者決策模型 4.3 Consumer Decision—Making Process消費者決策過程 4.4 Factors of Affecting Consumer Behavior影響消費者行為的因素 5 Business Markets企業市場 5.1 Characteristics of Business Markets企業市場的特徵 5.2 Business—to—Business Demand企業對企業的需求 5.3 Types of Business Buyers企業購買者的類型 5.4 Major Types of Business Buying企業購買的主要類型 5.5 Three Buying Situations三種採購情況 5.6 Business Buying Process企業購買過程 6 Target Marketing目標市場戰略 6.1 Segmentation市場細分 6.2 Targeting設定目標 6.3 Positioning定位 7 Product Strategy產品策略 7.1 What Is a Product?什麼是產品 7.2 Classifying Products產品分類 7.3 Product Line Strategies產品線策略 7.4 Product Life Cycle產品生命周期 7.5 Branding品牌化 7.6 Packaging and Labeling包裝與標識 8 Pricing Strategy定價策略 8.1 Price Definition定義價格 8.2 Steps in Price Planning定價計劃的步驟 9 Integrated Marketing Communications整合營銷傳播 9.1 IMC：Definition and Functions整合營銷：定義和功能 9.2 Communications Model營銷傳播模型 9.3 The Promotion Mix促銷組合 9.4 Steps in Developing Communication Campaigns開展宣傳活動的步驟 10 Placement Strategy渠道策略 10.1 Distribution ofthe Product產品的分銷 10.2 Types of Distribution Channels分銷渠道的類型 10.3 Functions of Distribution Channels分銷渠道的功能 10.4 Role of the Internet in Distribution互聯網在分銷中的作用
10.5 Types of Channel Intermediaries渠道中介 10.6 Planning a Channel Strategy規劃渠道策略 10.7 Logistics Functions物流功能 References參考文獻
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