| PARTⅠ Marketing Rudiments 1 Introduction of Marketing 1．1 A Brief History of Marketing Management 1．2 The Concept of Marketing Management 1．3 How to Make Marketing Plan 2 Marketing Environment 2．1 Introduction to the Marketing Environment 2．2 Population Paradigm Shift Mandates New Marketing 2．3 Baby BoomersEconomic Impact 2 4 The New Term——Echo Boomers 3 Consumer Behavior 3．1 Characteristics Affecting Consumer Behavior 3．2 Models of Consumer Bebavior 3．3 The Buyer Decision Process 4 Marketing Research 4．1 Marketing Information System 4．2 Marketing Research 4 3 Marketing Forecasting 5 Market Segmentation，Market Targeting and Positioning 5．1 Market Segmentation 5．2 Market Targeting 5．3 Positioning PRATⅡ Marketing Strategies 6 Product 6．1 Basic Concepts 6．2 Branding 6．3 Develop New Products 6．4 Packages and Labeling 7 Price 7．1 Understanding Price 7．2 Setting Price 7．3 Price Adjustment 8 Place 8．1 What Is a Marketing Channel 8．2 Types of Channel 8．3 The Conflict of Channel 9 Promotion 9．1 Promotional Mix 9．2 Advertising 9．3．Personal Selling 9．4 Sales Promotion 9．5 Publicity and Public Relations PARTⅢ New Marketing Theories 10 Service Marketing 10．1 Nature and Characteristics of Services 10．2 Marketing Strategies for Service Firms 11 Global Marketing 11．1 Global Marketing in Twenty—first Century 11．2 Understanding the Global Environment 11．3 Global Marketing Strategy 12 Marketing Models 12．1 Social MarketingI 12．2 Internet Marketing 12．3 Relationship Marketing 12．4 Green Marketing Answer Glossary for Marketing |
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