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Chapter One The Nature of Marketing
1£®What is marketing?
2£®The core concepts on marketing
3£®Market-oriented business
4£®Marketing mix
5£®New marketing concepts
Summary
Key terms
Exercises

Chapter Two The Global Marketing Environment
1£®The macroenvironment
2£®The microenvironment
3£®Scanning and responding to the market environment
Summary
Key terms
Exercises

Chapter Three Understanding Customer Behavior
1£®Model of consumer behavior
2£®Who buys?
3£®How they buy?
4£®What affects buying behavior?
5£®What are consumers' choice criteria?
Summary
Key terms
Exercises

Chapter Four Marketing Information and Marketing Research
1£®Assessing marketing information needs
2£®Developing marketing information
3£®Analyzing marketing information
4£®Distributing and using marketing information
5£®Ethics in marketing research
Summary
Key terms
Exercises

Chapter Five Segmentation£¬ Targeting£¬ Positioning and Differentiation
1£®Segmenting consumer market
2£®Target marketing
3£®Positioning and repositioning
4£®Differentiation
Summary
Key terms
Exercises

Chapter Six Products£¬ Services and Brands
1£®Definition of product
2£®Levels of product
3£®Product differentiation
4£®Management of product lines and mixes
5£®Product life cycle
6£®New product development
7£®Branding
8£®Nature and characteristics of service
9£®Service differentiation
10£®Marketing strategies for service firms
Summary
Key terms
Exercises
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Chapter Seven Pricing
Chapter Eight Place
Chapter Nine Promotion
Chapter Ten Marketing Planning

Glossary