內容簡介
市場行銷學是一門建立在經濟科學、行為科學和現代管理理論基礎之上的套用科學，是工商管理類各專業的核心課程，其研究對象是以滿足消費者需求為中心的企業市場行銷活動的過程及其規律性。本書共五部分十五章，主要內容包括現代市場行銷理論的形成和發展、市場行銷管理哲學的演變、經典的4P組合等基本理論以及市場行銷環境對企業市場行銷活動的影響、市場購買行為和市場行銷戰略與策略等基本知識，同時還包括行銷工程、市場區隔、目標市場選擇、市場定位以及市場行銷調查與預測等基本技能及其實際運用。
本書為中英文雙語教材，以問題為導向組織編寫，並配有豐富的案例，案例資料信息量大，選題新穎，通過案例問題討論與案例點評，有助於讀者更深入地體會市場行銷理論在行銷活動中的指導意義。
《市場行銷學(雙語教材)》：推陳出新，中英表達、問題導向、首尾呼應。簡單明了，系統性強、層次明晰，每章都有一條主線貫穿始終。實用性與針對性並舉，每章案例將行銷理論、知識以及實踐緊密結合，促進學生動腦、動手與動嘴。專業性與時效性強，各章案例與內容保持一致，且案例均為近年來中外知名企業案例。可操作性強，案例討論題主要針對案例信息和相應章節內容，可用中文、英文或中英文同時討論。
編輯推薦
本書可作為高等院校工商管理、市場行銷、物流管理、信息管理、會計學、財務管理及人力資源管理等專業套用型人才的教學用書，也可以作為相關從業人員的學習參考資料。
目錄
Part Ⅰ About Marketing
Chapter l Production and Development of Marketing
1.1 Production ofMarketing
1.2 Development ofMarketing
1.2.1 Classica!Schools
1.2.2 Management Schools
1.2.3 Behavior Schools
1.3 Connot~ion and Nature ofMarketing
1.3.1 Connotation ofMarketing
1.3.2 Nature ofMarketing
1.4 Research Approaches ofMarketing
1.4.1 Commodity Research Approach
1.4.2 Functional Research Approach
1.4.3 Institutional Research Approach
1.4.4 Managerial Research Approach
1.4.5 Systematic Research Approach
1.5 Summary
Chapter 2 Marketing Philosophy
2.1 Production Concept
2.1.1 Background ofProduction Concept
2.1.2 Meaning ofProduction Concept
2.1.3 Characteristics of Produ~ion Concept
2.2 Product Concept
2.2.1 Background of Product Concept
2.2.2 Connotation ofProduct Concept
2.2.3 Characteristics ofProduct Concept
2.3 Selling Concept
2.3.1 Background of Selling Concept
2.3.2 Contents of Selling Concept
2.3.3 Features of Selling Concept
2.4 Marketing Concept
2.4.1 Background ofMarketing Concept
2.4.2ContentsofMarketing
Concept 26
2.4.3FourPillarsofMarketing
Concept 27
2.5SocialMarketingConcept 28
2.5.1BackgroundofSocial
MarketingConcept 28
2.5.2ContentsofSocial
MarketingConcept 29
2.5.3FeaturesofSocial
MarketingConcept 30
2.6Mega-MarketingConcept 31
2.6.1RiseofMega-Marketing
Concept 31
2.6.2ConnotationofMega-Marketing
Concept 32
2.6.3FeaturesofMega-Marketing
Concept 32
2.7Summary 33
PartIIMarketElements
Chapter3AnalysisofMarketplaceand
MarketingEnvironment 37
3.1ImplicationsandClassificationof
Marketplace 37
3.1.1ConceptofMarketplace 37
3.1.2DivisionofMarketplace 38
3.2ImplicationsandFeaturesof
MarketingEnvironment 38
3.2.1ConceptofMarketing
Environment 38
3.2.2ContentsandFeaturesof
MarketingEnvironment 38
3.3AnalysisofMacro-Marketing
Environment 40
3.3.1PopulationFactors 41
3.3.2EconomicFactors 42
3.3.3PoliticalandLegalFactors 43
3.3.4CulturalFactors 43
3.3.5Sci-TechFactors 44
3.3.6NaturalEnvironmentalFactors 45
3.4AnalysisofMicro-Marketing
Environment 47
3.4.1Enterprises 47
3.4.2MarketingChannel
Institutions 47
3.4.3Buyer’sMarket 48
3.4.4Competitors 48
3.4.5GeneralPublic 48
3.5Summary 49
Chapter4AnalysisofMarket
Behavior 51
4.1AnalysisofCompetitors 51
4.1.1CompetitionTypesof
Marketplace 51
4.1.2ClassificationofCompetitorsand
TheirBehaviorFeatures 52
4.2AnalysisofConsumerMarket
PurchasingBehavior 54
4.2.1CharacteristicsofConsumer
MarketPurchasingBehavior 54
4.2.2FactorsAffectingPurchasing
BehaviorofConsumers 55
4.2.3ConsumerPurchasingBehavior
Mode 59
4.2.4ProcessofConsumers’Purchasing
Decision-Making 60
4.3PurchasingBehaviorAnalysisof
OrganizationalMarket 61
4.3.1ConceptandTypesof
OrganizationalMarket 61
4.3.2AnalysisofProducers’Market
PurchaseBehavior 61
4.3.3AnalysisofResellerand
GovernmentPurchase 66
4.4Summary 69
Chapter5MarketSegmentation,
TargetingandPositioning 72
5.1MarketSegmentation 72
5.1.1UsingMarketSegmentation 74
5.1.2LevelsofMarket
Segmentation 75
5.1.3PatternsofMarket
Segmentation 77
5.1.4Market-Segmentation
Procedure 78
5.1.5BasesforSegmenting
ConsumerMarket 79
5.1.6BasesforSegmenting
BusinessMarket 81
5.1.7EffectiveSegmentation 81
5.2MarketTargeting 82
5.2.1EvaluatingMarketSegments 82
5.2.2SelectingandEntering
MarketSegments 82
5.2.3TargetingMultipleSegments
andSuper-Segments 85
5.2.4EthicalChoiceofMarket
Targets 86
5.3MarketPositioning 86
5.3.1ChoosingaPositioning
Strategy 87
5.3.2Communicatingthe
Company’sPositioning 89
5.4Summary 90
PartIIIMarketingElements
Chapter6MarketingStrategies 92
6.1Generalities 92
6.1.1Connotationofthe
MarketingStrategy 92
6.1.2FunctionsoftheMarketing
Strategy 93
6.1.3DifferenceBetweenthe
MarketingStrategyandthe
OverallStrategy 94
6.2BusinessDeterminationAdaptto
theMarketingStrategy 94
6.2.1GrandStrategyModel 94
6.2.2DeterminationoftheBusinessby
theGrandStrategyApproach 95
6.3VarietiesoftheMarketingStrategy 96
6.3.1StrategyReadjustingthe
Business 96
6.3.2GrowthPlanningStrategy 98
6.3.3IntegrationDevelopment
Strategy 100
6.3.4DiversificationDevelopment
Strategy 101
6.4Summary 102
Chapter7MarketingCompetitive
Strategies 108
7.1FiveBasicCompetitiveForces 108
7.1.1ThreatofNewEntrants 109
7.1.2ThreatofSubstituteProducts
orServices 110
7.1.3BargainingPowerofBuyers 110
7.1.4BargainingPowerof
Suppliers 111
7.1.5CompetitiveRivalryAmongCurrent
MembersoftheIndustry 111
7.2BasicCompetitiveStrategies 113
7.2.1OverallCostLeadership 113
7.2.2Differentiation 114
7.2.3Focus 116
7.3CompetitorRankingandMarketing
CompetitiveStrategy 117
7.3.1MarketLeaders 117
7.3.2MarketChallengers 120
7.3.3MarketFollowers 123
7.3.4MarketNiches 125
7.4Summary 126
Chapter8MarketingEngineering 132
8.1OriginandDevelopmentofthe
MarketingEngineering 132
8.2ConnotationandElementsofthe
MarketingEngineering 133
8.2.1TheoreticBasesof
MarketingEngineering 134
8.2.2MarketingDecisionModels 134
8.2.3MarketingPracticeand
EngineeringSoftware 137
8.3MarketingEngineeringMethods 139
8.3.1ClusterAnalysis 139
8.3.2FactorAnalysis 140
8.3.3DecisionTreeAnalysis 140
8.3.4HierarchyProcessing
Analysis 140
8.3.5ConjointAnalysis 140
8.3.6AdvertisementBudget
Methods 141
8.4Summary 142
Chapter9MarketingInvestigationand
MarketForecast 148
9.1MarketingInformationSystems 148
9.1.1FunctionsofMarketing
Information 148
9.1.2TypesofMarketing
Information 149
9.1.3MarketingInformation
Systems 150
9.2MarketingResearch 152
9.2.1ContentsofMarketing
Research 152
9.2.2MarketingResearchProcess 154
9.3MarketingForecasting 157
9.3.1TypesofMarketing
Forecasting 157
9.3.2MarketingForecastSteps 157
9.4Summary 162
PartIVMarketingMix
Chapter10ProductStrategies 166
10.1Generalities 166
10.1.1Term“Product” 166
10.1.2TypesofProducts 167
10.2ProductPolicies 168
10.2.1ProductInnovation 168
10.2.2ProductVariation 170
10.2.3ProductElimination 171
10.3ProductPositioning 173
10.4ProductStrategies 175
10.4.1Strategy:BringingUnder
Control 175
10.4.2Strategy:Defense 175
10.4.3Strategy:Expansion 176
10.4.4Strategy:Holding 176
10.4.5Strategy:Exit 177
10.5Brands 177
10.6Summary 177
Chapter11PriceStrategies 182
11.1FactorsAffectingPricing 182
11.1.1PricingObjectives 182
11.1.2ProductCosts 183
11.1.3MarketDemands 184
11.1.4Competition 184
11.1.5LegalAspectsofPricing
Policies 185
11.2ElementaryPricingMethods 185
11.2.1Cost-OrientedPricing 185
11.2.2Demand-OrientedPricing 188
11.2.3Competition-Oriented
Pricing 190
11.3BasicPricingStrategy 192
11.3.1PricingPoliciesoverthe
ProductLifeCycle 192
11.3.2DiscountandAllowance
Pricing 194
11.3.3GeographicalPricing 196
11.3.4PortfolioPricing 197
11.3.5PsychologicalPricing 198
11.4Summary 200
Chapter12PlaceStrategies 202
12.1BasicTypesandFeaturesofPlace 202
12.1.1ConceptsofPlace 202
12.1.2BasicTypesofPlace 202
12.1.3FeaturesofPlace 205
12.2ChoiceTacticsofPlace 206
12.2.1FactorsImpactingthe
SelectingofChannelType 206
12.2.2ChoosingPlace 210
12.3WholesalersandRetailers 213
12.3.1Retailersand
MarketingDecisions 213
12.3.2Wholesalersand
MarketingDecisions 216
12.4Summary 219
Chapter13PromotionalStrategies 221
13.1Generalities 221
13.1.1Communication 221
13.1.2Term“Market
Communication” 222
13.2SalesPromotion 222
13.2.1StaffPromotion 223
13.2.2Merchandising 223
13.2.3ConsumerPromotion 223
13.3PublicRelations 224
13.3.1PositionofPublicRelations
WithintheMarketingMix 224
13.3.2TargetGroupsofPublic
Relations 224
13.4Advertising 229
13.4.1MediaConcept 230
13.4.2DeterminingtheAdvertising
Objectives 230
13.4.3AdvertisingStrategy 232
13.4.4AdvertisingMedia 234
13.4.5ServiceEnterprisesof
Advertising 238
13.5Summary 240
PartVRelativeMarketingIssues
Chapter14MarketingManagement 243
14.1MarketingPlanning 243
14.1.1Generalities 243
14.1.2BasicProcessinDeveloping
theMarketingPlan 243
14.2MarketingOrganization 244
14.2.1ProfessionalMarketing
Organizations 244
14.2.2StructuralMarketing
Organizations 247
14.3MarketingControl 247
14.3.1Annual-PlanControl 247
14.3.2ProfitabilityCapacity
Control 248
14.3.3EfficiencyControl 249
14.4MarketingAudit 250
14.4.1CharacteristicsofMarketing
Audit 250
14.4.2ContentsofMarketing
Audit 251
14.5Summary 252
Chapter15OtherMarketing
Orientations 255
15.1ServiceMarketing 255
15.1.1ContentsofService
Marketing 255
15.1.2CharacteristicsofModern
ServiceMarketing 256
15.2ExperientialMarketing 258
15.2.1ConnotationofExperiential
Marketing 258
15.2.2FeaturesofExperiential
Marketing 259
15.2.3Analysisofthe6EsMixof
ExperienceMarketing 260
15.3InternationalMarketing 262
15.3.1WorldTradeTriangle 263
15.3.2MultinationalorGlobal
Marketing 263
15.3.3DecisionforInternational
Activities 264
15.3.4FrameworkofInternational
Marketing 266
15.4SocialMarketing 269
15.5Summary 270
參考文獻 274
