Unit 1 Text A Marketing Management Philosophy Text B The Marketing Mix: 4Ps of Marketing 參考譯文（Text A） 市場營銷管理哲學 Case Wal-Mart Marketing Mix （4Ps） Strategy Unit 2 Text A Marketing Environment Text B Environmental Scanning 參考譯文（Text A） 市場營銷環境 Case SWOT of Coca Cola Unit 3 Text A Consumer Behavior Text B Factors Influencing Consumer Behavior 參考譯文（Text A） 消費者行為 Case How Does Food Company Phillsbury Arouse Consuming Passions in China? Unit 4 Text A The Consumer Decision-Making Process Text B Types of Decision-Making Process and DMU 參考譯文（Text A） 消費者決策過程 Case P&G's Simplifying Solutions to the Proliferation of Consumer Choice Unit 5 Text A STP Model of Marketing Text B Market Segmentation 參考譯文（Text A） STP營銷模型 Case STP Marketing Model of KFC Unit 6 Text A Product Classification Text B Product Decision 參考譯文（Text A） 產品分類 Case Fashion Supply Chain Unit 7 Text A Product Life Cycle and Its Implications Text B Product Life Cycle Management 參考譯文（Text A） 產品生命周期及其含義 Case Kit Kat: Revitalising a Brand Leader Unit 8 Text A Pricing Strategy Text B How to Price Your Products 參考譯文（Text A） 定價策略 Case Apple's Premium Pricing Strategy and Product Differentiation Strategy Unit 9 Text A Retail Marketing Strategies Text B Content Marketing Strategies Boost Customer Loyalty 參考譯文（Text A） 零售營銷策略 Case A Tailored Fit: How Boohoo Used Digital Marketing to Drive Sales and Grow Revenue Unit 10 Text A Sales Promotion Text B Promotional Mix 參考譯文（Text A） 促銷 Case Frito-Lay Enhances In-store Promotion via Augmented Reality App
Unit 11 Text A Advertising Text B Theories of Advertising Effects 參考譯文（Text A） 廣告 Case Examples of Interactive Advertising Unit 12 Text A Services Text B Service Marketing Mix 7Ps 參考譯文（Text A） 服務 Case Huawei Launches Vendor-built Service Operation Center Unit 13 Text A O2O （Online-to-Offline） Commerce Text B Seven Ways to Optimize Online-to-Offline Marketing 參考譯文（Text A） 線上到線下商務 Case Alibaba Leading the Way in Merging Online and Offline Shopping
[