Chapter 1 Production and Development
of Marketing 1
1.1 Production of Marketing 1
1.2 Development of Marketing 3
1.2.1 Classical Schools 3
1.2.2 Management Schools 9
1.2.3 Behavior Schools 12
1.3 Connotation and Nature of Marketing 15
1.3.1 Connotation of Marketing 15
1.3.2 Nature of Marketing 15
1.4 Research Approaches of Marketing 16
1.4.1 Commodity Research
Approach 16
1.4.2 Functional Research
Approach 17
1.4.3 Institutional Research
Approach 17
1.4.4 Managerial Research
Approach 17
1.4.5 Systematic Research
Approach 17
1.5 Summary 18
Chapter 2 Marketing Philosophy 22
2.1 Production Concept 22
2.1.1 Background of Production
Concept 22
2.1.2 Meaning of Production
Concept 23
2.1.3 Characteristics of
Production Concept 23
2.2 Product Concept 24
2.2.1 Background of Product
Concept 24
2.2.2 Connotation of Product
Concept 24
2.2.3 Characteristics of Product
Concept 24
2.3 Selling Concept 25
2.3.1 Background of Selling
Concept 25
2.3.2 Contents of Selling Concept 25
2.3.3 Features of Selling Concept 25
2.4 Marketing Concept 26
2.4.1 Background of Marketing
Concept 26
2.4.2 Contents of Marketing
Concept 26
2.4.3 Four Pillars of Marketing
Concept 27
2.5 Social Marketing Concept 28
2.5.1 Background of Social
Marketing Concept 28
2.5.2 Contents of Social
Marketing Concept 29
2.5.3 Features of Social
Marketing Concept 30
2.6 Mega-Marketing Concept 31
2.6.1 Rise of Mega-Marketing
Concept 31
2.6.2 Connotation of Mega-Marketing
Concept 32
2.6.3 Features of Mega-Marketing
Concept 32
2.7 Summary 33
Part II Market Elements
Chapter 3 Analysis of Marketplace and
Marketing Environment 37
3.1 Implications and Classification of
Marketplace 37
3.1.1 Concept of Marketplace 37
3.1.2 Division of Marketplace 38
3.2 Implications and Features of
Marketing Environment 38
3.2.1 Concept of Marketing
Environment 38
3.2.2 Contents and Features of
Marketing Environment 38
3.3 Analysis of Macro-Marketing
Environment 40
3.3.1 Population Factors 41
3.3.2 Economic Factors 42
3.3.3 Political and Legal Factors 43
3.3.4 Cultural Factors 43
3.3.5 Sci-Tech Factors 44
3.3.6 Natural Environmental Factors 45
3.4 Analysis of Micro-Marketing
Environment 47
3.4.1 Enterprises 47
3.4.2 Marketing Channel
Institutions 47
3.4.3 Buyer¨s Market 48
3.4.4 Competitors 48
3.4.5 General Public 48
3.5 Summary 49
Chapter 4 Analysis of Market
Behavior 51
4.1 Analysis of Competitors 51
4.1.1 Competition Types of
Marketplace 51
4.1.2 Classification of Competitors and
Their Behavior Features 52
4.2 Analysis of Consumer Market
Purchasing Behavior 54
4.2.1 Characteristics of Consumer
Market Purchasing Behavior 54
4.2.2 Factors Affecting Purchasing
Behavior of Consumers 55
4.2.3 Consumer Purchasing Behavior
Mode 59
4.2.4 Process of Consumers¨ Purchasing
Decision-Making 60
4.3 Purchasing Behavior Analysis of
Organizational Market 61
4.3.1 Concept and Types of
Organizational Market 61
4.3.2 Analysis of Producers¨ Market
Purchase Behavior 61
4.3.3 Analysis of Reseller and
Government Purchase 66
4.4 Summary 69
Chapter 5 Market Segmentation,
Targeting and Positioning 72
5.1 Market Segmentation 72
5.1.1 Using Market Segmentation 74
5.1.2 Levels of Market
Segmentation 75
5.1.3 Patterns of Market
Segmentation 77
5.1.4 Market-Segmentation
Procedure 78
5.1.5 Bases for Segmenting
Consumer Market 79
5.1.6 Bases for Segmenting
Business Market 81
5.1.7 Effective Segmentation 81
5.2 Market Targeting 82
5.2.1 Evaluating Market Segments 82
5.2.2 Selecting and Entering
Market Segments 82
5.2.3 Targeting Multiple Segments
and Super-Segments 85
5.2.4 Ethical Choice of Market
Targets 86
5.3 Market Positioning 86
5.3.1 Choosing a Positioning
Strategy 87
5.3.2 Communicating the
Company¨s Positioning 89
5.4 Summary 90
Part III Marketing Elements
Chapter 6 Marketing Strategies 92
6.1 Generalities 92
6.1.1 Connotation of the
Marketing Strategy 92
6.1.2 Functions of the Marketing
Strategy 93
6.1.3 Difference Between the
Marketing Strategy and the
Overall Strategy 94
6.2 Business Determination Adapt to
the Marketing Strategy 94
6.2.1 Grand Strategy Model 94
6.2.2 Determination of the Business by
the Grand Strategy Approach 95
6.3 Varieties of the Marketing Strategy 96
6.3.1 Strategy Readjusting the
Business 96
6.3.2 Growth Planning Strategy 98
6.3.3 Integration Development
Strategy 100
6.3.4 Diversification Development
Strategy 101
6.4 Summary 102
Chapter 7 Marketing Competitive
Strategies 108
7.1 Five Basic Competitive Forces 108
7.1.1 Threat of New Entrants 109
7.1.2 Threat of Substitute Products
or Services 110
7.1.3 Bargaining Power of Buyers 110
7.1.4 Bargaining Power of
Suppliers 111
7.1.5 Competitive Rivalry Among Current
Members of the Industry 111
7.2 Basic Competitive Strategies 113
7.2.1 Overall Cost Leadership 113
7.2.2 Differentiation 114
7.2.3 Focus 116
7.3 Competitor Ranking and Marketing
Competitive Strategy 117
7.3.1 Market Leaders 117
7.3.2 Market Challengers 120
7.3.3 Market Followers 123
7.3.4 Market Niches 125
7.4 Summary 126
Chapter 8 Marketing Engineering 132
8.1 Origin and Development of the
Marketing Engineering 132
8.2 Connotation and Elements of the
Marketing Engineering 133
8.2.1 Theoretic Bases of
Marketing Engineering 134
8.2.2 Marketing Decision Models 134
8.2.3 Marketing Practice and
Engineering Software 137
8.3 Marketing Engineering Methods 139
8.3.1 Cluster Analysis 139
8.3.2 Factor Analysis 140
8.3.3 Decision Tree Analysis 140
8.3.4 Hierarchy Processing
Analysis 140
8.3.5 Conjoint Analysis 140
8.3.6 Advertisement Budget
Methods 141
8.4 Summary 142
Chapter 9 Marketing Investigation and
Market Forecast 148
9.1 Marketing Information Systems 148
9.1.1 Functions of Marketing
Information 148
9.1.2 Types of Marketing
Information 149
9.1.3 Marketing Information
Systems 150
9.2 Marketing Research 152
9.2.1 Contents of Marketing
Research 152
9.2.2 Marketing Research Process 154
9.3 Marketing Forecasting 157
9.3.1 Types of Marketing
Forecasting 157
9.3.2 Marketing Forecast Steps 157
9.4 Summary 162
Part IV Marketing Mix
Chapter 10 Product Strategies 166
10.1 Generalities 166
10.1.1 Term ＾Product￣ 166
10.1.2 Types of Products 167
10.2 Product Policies 168
10.2.1 Product Innovation 168
10.2.2 Product Variation 170
10.2.3 Product Elimination 171
10.3 Product Positioning 173
10.4 Product Strategies 175
10.4.1 Strategy: Bringing Under
Control 175
10.4.2 Strategy: Defense 175
10.4.3 Strategy: Expansion 176
10.4.4 Strategy: Holding 176
10.4.5 Strategy: Exit 177
10.5 Brands 177
10.6 Summary 177
Chapter 11 Price Strategies 182
11.1 Factors Affecting Pricing 182
11.1.1 Pricing Objectives 182
11.1.2 Product Costs 183
11.1.3 Market Demands 184
11.1.4 Competition 184
11.1.5 Legal Aspects of Pricing
Policies 185
11.2 Elementary Pricing Methods 185
11.2.1 Cost-Oriented Pricing 185
11.2.2 Demand-Oriented Pricing 188
11.2.3 Competition-Oriented
Pricing 190
11.3 Basic Pricing Strategy 192
11.3.1 Pricing Policies over the
Product Life Cycle 192
11.3.2 Discount and Allowance
Pricing 194
11.3.3 Geographical Pricing 196
11.3.4 Portfolio Pricing 197
11.3.5 Psychological Pricing 198
11.4 Summary 200
Chapter 12 Place Strategies 202
12.1 Basic Types and Features of Place 202
12.1.1 Concepts of Place 202
12.1.2 Basic Types of Place 202
12.1.3 Features of Place 205
12.2 Choice Tactics of Place 206
12.2.1 Factors Impacting the
Selecting of Channel Type 206
12.2.2 Choosing Place 210
12.3 Wholesalers and Retailers 213
12.3.1 Retailers and
Marketing Decisions 213
12.3.2 Wholesalers and
Marketing Decisions 216
12.4 Summary 219
Chapter 13 Promotional Strategies 221
13.1 Generalities 221
13.1.1 Communication 221
13.1.2 Term ＾Market
Communication￣ 222
13.2 Sales Promotion 222
13.2.1 Staff Promotion 223
13.2.2 Merchandising 223
13.2.3 Consumer Promotion 223
13.3 Public Relations 224
13.3.1 Position of Public Relations
Within the Marketing Mix 224
13.3.2 Target Groups of Public
Relations 224
13.4 Advertising 229
13.4.1 Media Concept 230
13.4.2 Determining the Advertising
Objectives 230
13.4.3 Advertising Strategy 232
13.4.4 Advertising Media 234
13.4.5 Service Enterprises of
Advertising 238
13.5 Summary 240
Part V Relative Marketing Issues
Chapter 14 Marketing Management 243
14.1 Marketing Planning 243
14.1.1 Generalities 243
14.1.2 Basic Process in Developing
the Marketing Plan 243
14.2 Marketing Organization 244
14.2.1 Professional Marketing
Organizations 244
14.2.2 Structural Marketing
Organizations 247
14.3 Marketing Control 247
14.3.1 Annual-Plan Control 247
14.3.2 Profitability Capacity
Control 248
14.3.3 Efficiency Control 249
14.4 Marketing Audit 250
14.4.1 Characteristics of Marketing
Audit 250
14.4.2 Contents of Marketing
Audit 251
14.5 Summary 252
Chapter 15 Other Marketing
Orientations 255
15.1 Service Marketing 255
15.1.1 Contents of Service
Marketing 255
15.1.2 Characteristics of Modern
Service Marketing 256
15.2 Experiential Marketing 258
15.2.1 Connotation of Experiential
Marketing 258
15.2.2 Features of Experiential
Marketing 259
15.2.3 Analysis of the 6Es Mix of
Experience Marketing 260
15.3 International Marketing 262
15.3.1 World Trade Triangle 263
15.3.2 Multinational or Global
Marketing 263
15.3.3 Decision for International
Activities 264
15.3.4 Framework of International
Marketing 266
15.4 Social Marketing 269
15.5 Summary 270
歌深猟? 274
中国大学出版社协会 |
首页 |
宏观指导 |
出版社天地 |
图书代办站 |
教材图书信息 |
教材图书评论 |
在线订购 |
教材征订
