市场营销专业英语教程

出版时间：2009-8  出版社：中国人民大学出版社  作者：（美）彼得，（美）唐纳利　著；袁奇　改编  页数：203  
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内容概要

在经济全球化背景下，中国企业参与国际竞争的机会越来越多。为了应对需求多变、竞争激烈的国际市场情况，必须培养既了解营销理论和技巧又熟练掌握外语的复合型人才，这是经济发展的客观需求。本着这样的思路，编者编写了这本教材。    本书改编自美国J．Paul Peter和James H．Donnelly,Jr．合著的畅销世界的市场营销学教材——Preface to Marketing Management（第11版）。此书的特点是，在简单明了、由浅入深地介绍市场营销知识的同时，还可以使读者增加营销专业的英语词汇量，提高读者的英语阅读水平和交际能力。       本教材分为十三个章节，全面系统地介绍了营销管理的基本概念与理论。第一章介绍了怎样制订营销计划和做出营销决策；第二章介绍了市场调查的过程和方法；第三章介绍了消费者行为，分析了消费者购买决策过程中的影响因素；第四章介绍了组织购买行为，分析了企业、政府和机构购买决策的特点；第五章介绍了怎样进行市场细分和市场定位；第六章介绍了怎样制定产品战略和品牌战略；第七章介绍了新产品的计划和研发过程；第八章介绍了整合营销沟通的方法，分析了怎样运用广告、促销、公共关系和直销等不同的方式与消费者沟通；第九章介绍了个人推销的技巧，怎样与客户建立起关系和进行销售管理；第十章介绍了分销策略，分析了销售渠道的选择与管理；第十一章介绍了定价策略，比较分析了几种常用的定价方法；第十二章介绍了服务业的营销，分析了其特点和挑战；第十三章介绍了在全球化背景下怎样在国际市场上组织营销活动。

书籍目录

Chapter 1 Strategic Planning and the Marketing Management Process  　The Marketing Concept  　What Is Marketing?  　What Is Strategic Planning?  　　Strategic Planning and Marketing Management  　　The Strategic Planning Process  　　The Complete Strategic Plan  　The Marketing Management Process  　　Situation Analysis  　　Marketing Planning  　　Implementation and Control of the Marketing Plan  　　Marketing Information Systems and Marketing Research  　The Strategic Plan, the Marketing Plan, and Other　Functional Area Plans  　　Marketing's Role in Cross-Functional Strategic Planning  　Conclusion  Chapter 2 Marketing Research: Process and Systems for Decision Making 　The Role of Marketing Research  　The Marketing Research Process  　　Purpose of the Research  　　Plan of the Research  　　Performance of the Research  　　Processing of Research Data  　　Preparation of the Research Report  　　Limitations of the Research Process  　Marketing Information Systems  　Conclusion  Chapter 3 Consumer Behavior 　Social Influences on Consumer Decisi6n Making  　　Culture and Subculture  　　Social Class  　　Reference Groups and Families  　Marketing Influences on Consumer Decision Making  　　Product Influences  　　Price lnfluences  　　Promotion lnfluences　　Place Influences  　Situational Influences on Consumer Decision Making  　Psychological Influences on Consumer Decision Making  　　Product Knowledge      Product lnvolvement  　Consumer Decision Making  　　　　　　　　　　　　　　　　　　　　　　　　　      Need Recognition      Alternative Search      Alternative Evaluation      Purchase Decision      Postpurchase Evaluation  　Conclusion  Chapter 4 Business,Government adn Institutional BuyingChapter 5 Market SegmentationChapter 6 Product and Brand StrategyChapter 7 New Product Planning and DevelopmentChapter 8 Integrated Marketing Communications:Advertising,Sales Promotion,Public Relations and Direct MarketingChapter 9 Personal Selling,Relationship Building,and Sales ManagementChapter 10 Distribution StrategyChapter 11 Pricing StrategyChapter 12 The Marketing of ServicesChapter 13 Global Marketing

章节摘录

　　Before a production manager, marketing manager, and personnel manager can develop plans for their individual departments, some larger plan or blueprint for the entire organization should exist. Otherwise, on what would the individual departmental plans be based？　　In other words, there is a larger context for planning activities. Let us assume that we are dealing with a large business organization that has several business divisions and several product lines within each division （e.g., General Electric, Altria）. Before individual divisions or departments can implement any marketing planning, a plan has to be developed for the entire organization？ This means that senior managers must look toward the future and evaluate their ability to shape their organizations destiny in the years and decades to come. The output of this process is objectives and strategies designed to give the organization a chance to compete effectively in the future. The objectives and strategies established at the top level provide the context for planning in each of the divisions and departments by divisional and departmental managers.

用户评论 (总计15条)

•   今年刚开学，在当当购了三本营销英语教程，与其他地方相比价格比较实惠，图书质量也还好。我们班四十多个后来都通过当当团购了这本书。发货速度也不错，支持货到付款，有专人负责送货，比较满意。但个人觉得如果能在团购中有更详细的规章制度或规定会比较好。。。
•   教材，就是略难，还是中文比较简单
•   基本全英文，需要有一定的词汇基础和专业基础。
•   国外经典教材引进原版，经典终究是经典，值得学习
•   非常不错，人大出的，教材很好
•   书是我们专业课的指定教材，送过来感觉不错
•   里面的英文很专业，对专业来说很有帮助。
•   书很新，纸张也白，一看就是正版。加油！
•   值得大家拥有
•   对于市场营销专业来说还是可以的书
•   我买它是主要用来积累专业的英语词汇,目标达到了!挺好的书.简洁通俗.
•   纸张质量挺好的，双色印刷，有不少图表，做教材不错
•   虽然感觉不像是新的，但类容不错，书籍重在内容也不影响
•   上课用的，在这里买当然比在学校正价买的便宜，质量也一样。
•   没时间看，，构架比较传统