| 1 An Overview of Marketing 2 Marketing Management Philosophies 3 Strategic Planning in the Organization 4 Select a Strategic Alternative 5 The Company s Microenvironment 6 The Company s Macroenvironment 7 Marketing Information System 8 Primary and Secondary Data in Marketing Research 9 The Consumer Decision-Maaking Process 10 Psychological Influences on Consumer behavior 11 Major Categories of Organizational Buyers 12 Interactions with Organizational Buyers 13 Market Segmentation 14 Market Targeting and Positioning 15 Product Branding 16 Services 17 New-Product Development Process 18 The Product Life Cycle 19 Factors Influencing Price Determination 20 Approaches to Pricing 21 Pricing Strategies 22 Price-Adjustment Strategies 23 Selecting Channels of Distribution 24 Physical Distribution and Logistics 25 Retail Marketing Strategy 26 Wholesaling 27 Marketing Promotion and Communicatuion Mix 28 Developing an Optimal Promotional Mix 29 Advertising Media 30 Sales Promotion and Public Relations 31 The Sales Process 32 Implementing the Slaes Plan 33 Conducting Online Marketing 34 One-To-One Marketing 35 Customer Relationship Marketing 36 Competitive Marketing Strategies 37 Modes of Entry into Global Markets 38 The Gloal Marketing Program 39 Social Responsibilities of Marketing Management 40 Marketing Ethics 词汇索引 |
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