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1 What Is Marketing?ºÎΪӪÏú 1.1 Marketers and Role of MarketingÓªÏúÈËÔ±¼°ÓªÏú½ÇÉ« 1.2 Marketing ActivityÓªÏú»î¶¯ 1.3 The Value ofMarketingÓªÏúµÄ¼ÛÖµ 1.4 The Evolution ofa ConceptÓªÏúµÄÑÝ»¯ 1.5 The Scope of MarketingÊг¡ÓªÏúµÄ·¶Î§ 2 Market PlanningÓªÏú²ß»® 2.1 Three Levels of Business PlanningÉÌÒµ¼Æ»®µÄÈý¸ö²ãÃæ 2.2 The Complete Marketing PlanningÍêÕûµÄÓªÏú¼Æ»® 3 Marketing ResearchÓªÏúµ÷ÑÐ 3.1 Marketing Information SystemÓªÏúÐÅϢϵͳ 3.2 Steps in the Marketing Research ProcessÓªÏúµ÷Ñв½Öè 3.3 Questionnaire DesignÎʾíÉè¼Æ 3.4 Online ResearchÔÚÏßµ÷ÑÐ 4 Consumer BehaviorÏû·ÑÕßÐÐΪ 4.1 Consumer and Consumer BehaviorÏû·ÑÕߺÍÏû·ÑÕßÐÐΪ 4.2 Consumer Decision¡ªMaking ModelÏû·ÑÕß¾ö²ßÄ£ÐÍ 4.3 Consumer Decision¡ªMaking ProcessÏû·ÑÕß¾ö²ß¹ý³Ì 4.4 Factors of Affecting Consumer BehaviorÓ°ÏìÏû·ÑÕßÐÐΪµÄÒòËØ 5 Business MarketsÆóÒµÊг¡ 5.1 Characteristics of Business MarketsÆóÒµÊг¡µÄÌØÕ÷ 5.2 Business¡ªto¡ªBusiness DemandÆóÒµ¶ÔÆóÒµµÄÐèÇó 5.3 Types of Business BuyersÆóÒµ¹ºÂòÕßµÄÀàÐÍ 5.4 Major Types of Business BuyingÆóÒµ¹ºÂòµÄÖ÷ÒªÀàÐÍ 5.5 Three Buying SituationsÈýÖֲɹºÇé¿ö 5.6 Business Buying ProcessÆóÒµ¹ºÂò¹ý³Ì 6 Target MarketingÄ¿±êÊг¡Õ½ÂÔ 6.1 SegmentationÊг¡Ï¸·Ö 6.2 TargetingÉ趨Ŀ±ê 6.3 Positioning¶¨Î» 7 Product Strategy²úÆ·²ßÂÔ 7.1 What Is a Product?ʲôÊDzúÆ· 7.2 Classifying Products²úÆ··ÖÀà 7.3 Product Line Strategies²úÆ·Ïß²ßÂÔ 7.4 Product Life Cycle²úÆ·ÉúÃüÖÜÆÚ 7.5 BrandingÆ·ÅÆ»¯ 7.6 Packaging and Labeling°ü×°Óë±êʶ 8 Pricing Strategy¶¨¼Û²ßÂÔ 8.1 Price Definition¶¨Òå¼Û¸ñ 8.2 Steps in Price Planning¶¨¼Û¼Æ»®µÄ²½Öè 9 Integrated Marketing CommunicationsÕûºÏÓªÏú´«²¥ 9.1 IMC£ºDefinition and FunctionsÕûºÏÓªÏú£º¶¨ÒåºÍ¹¦ÄÜ 9.2 Communications ModelÓªÏú´«²¥Ä£ÐÍ 9.3 The Promotion Mix´ÙÏú×éºÏ 9.4 Steps in Developing Communication Campaigns¿ªÕ¹Ðû´«»î¶¯µÄ²½Öè 10 Placement StrategyÇþµÀ²ßÂÔ 10.1 Distribution ofthe Product²úÆ·µÄ·ÖÏú 10.2 Types of Distribution Channels·ÖÏúÇþµÀµÄÀàÐÍ 10.3 Functions of Distribution Channels·ÖÏúÇþµÀµÄ¹¦ÄÜ 10.4 Role of the Internet in Distribution»¥ÁªÍøÔÚ·ÖÏúÖеÄ×÷ÓÃ