21世纪高等学校专业英语系列规划教材:市场营销专业英语教程 9787512126626,751212662X

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《21世纪高等学校专业英语系列规划教材:市场营销专业英语教程》可供高等院校英语专业、商务英语专业及市场营销专业学生使用,同时也可供市场营销工作者或其他英语爱好者使用。

目录

PART Ⅰ Introduction to Marketing
Unit 1 Marketing
Unit 2 International Marketing
Unit 3 Marketing Environment
Unit 4 Marketing Information System
PART Ⅱ Consumer Analysis
Unit 5 Customer Value
Unit 6 Customer Demand
Unit 7 Analysis of Consumer Buying Behavior
PART Ⅲ Market Analysis
Unit 8 Market
Unit 9 Market Research
Unit 10 Market Segmentation
Unit 11 Market Positioning
Unit 12 Market Expansion
PART Ⅳ Strategy Analysis
Unit 13 Marketing Competition Strategy
Unit 14 Target Marketing Strategy
Unit 15 Product Strategy
Unit 16 Pricing Strategy
Unit 17 Promotion Strategy
Unit 18 Marketing Channel Strategy
Unit 19 Collaborative Strategy
PART Ⅴ Marketing Management & The Future of Marketing
Unit 20 Marketing Management
Unit 21 The Future of Marketing
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Problem recognition
The buying process begins with the problem recognition.In other words, the customer recognizes a problem or need.The need for a given product is triggered by internal and external stimuli.Internally, a consumer's normal needs like hunger, thirst, self—image rise to a level high enough to become a drive.By gathering information about consumers' needs, the marketer creates awareness for his product through sales promotion and advertisements.
Information search
If a consumer's drive is very strong and a satisfactory product is near at hand, the consumer is likely to buy it.If not, the consumer may look for information related to the need.The consumer can obtain information from any of several sources including personal sources (fanuly, friends,neighbors, acquaintances), commercial sources (advertising, salespeople, dealers, websites), public sources (mass media, consumer—rating organizations), and experiential sources (handling,examining, using the product).
Generally speaking, the consumer receives the most information about a product from commercial sources—those controlled by the marketer.The most effective sources, however, tend to be personal.People often ask their friends, relatives, acquaintances for comments and recommendations concerning a product or service.Not only are satisfied customers repeat buyers,but they are also walking, talking billboards for your business.Thus marketer is supposed to keep in constant contact with them.In addition, marketers can help customers speed up their decision process by providing all the information needed for decision making as quickly as possible.Make sure that consumers do not have too much trouble to get the decision making information.
ISBN9787512126626,751212662X
出版社北京交通大学出版社
作者李娜
尺寸16