本教材系统介绍了国际市场营销的重要概念、关键理论及程序。改编后全书保留10章,分别为:(1)市场营销对消费者、企业和社会的价值(2)营销战略规划(3)市场细分和定位(4)*终消费者及其购买行为(5)市场信息的决策(6)产品规划的元素(7)产品管理和新产品开发(8)营销渠道(9)促销(10)个人销售及顾客服务。本教材除了教授学生英语知识和国际市场营销理论知识外,还旨在培养学生的国际视野、跨文化能力及分析问题和解决问题的能力。

Marketing's Value to Consumers, Firms, and Society


When it's time to roll out of bed in the morning, does the Spotify app on your Apple iPhone play your “Waking Up Happy” playlist, or is it your roommate blasting The Chainsmokers? Do you throw on your Nike Flyknit shoes and get in a short run before breakfast? Maybe not this morning. You slept in and now you barely have time to throw on your Levi’s jeans, shirt from Zara, and Vans shoes as you race off to class. You do need a quick bite at home before you go. Will it be a Chobani pineapple-flavored Greek yogurt and an Einstein’s bagel with Philadelphia Cream Cheese? Or maybe you grab a Chicken Apple Sausage breakfast sandwich at Caribou Coffee in the student union. If you hurry, your roommate can give you a ride to school in her new Ford Fiesta, although you could ride your Big Shot Fixie bike or take the bus that the city bought from Mercedes-Benz. So many choices.
When you think about it, you can't get very far into a day without bumping into marketing?Dand what the whole marketing system does for you. It affects every aspect of our lives?Doften in ways we don't even consider.
In other parts of the world, people wake up each day to different kinds of experiences. A family in rural Africa may have little choice about what food they will eat or where their clothing will come from. In some countries, economic decisions are largely made by government officials. But in the world's most developed countries, consumers determine what's on store shelves. If no one buys a particular color, size, or style, then companies stop producing it. So you may have trouble finding a Chicken Apple Sausage sandwich in Hangzhou, China, where the locals are more likely to join the line of people waiting at GanQiShi's for steamed buns.
One brand found around the world is Nike. How has Nike become the choice for so many professional and casual athletes around the world? Is it the more than $1 billion N

1 Marketing's Value to Consumers, Firms, and Society 2 Evaluating Opportunities in the Changing Market Environment 3 Focusing Marketing Strategy with Segmentation and Positioning 4 Final Consumers and Their Buying Behavior 5 Business and Organizational Customers and Their Buying Behavior 6 Distribution Customer Service and Logistics 7 Retailers, Wholesalers, and Their Strategy Planning 8 Promotion—Introduction to Integrated Marketing Communications 9 Pricing Objectives and Policies 10 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Cases