市场营销学是一门建立在经济科学、行为科学和现代管理理论基础之上的应用科学，是工商管理类各专业的核心课程，其研究对象是以满足消费者需求为中心的企业市场营销活动的过程及其规律性。本书共五部分十五章，主要内容包括现代市场营销理论的形成和发展、市场营销管理哲学的演变、经典的4P组合等基本理论以及市场营销环境对企业市场营销活动的影响、市场购买行为和市场营销战略与策略等基本知识，同时还包括营销工程、市场细分、目标市场选择、市场定位以及市场营销调查与预测等基本技能及其实际运用。 本书为中英文双语教材，以问题为导向组织编写，并配有丰富的案例，案例资料信息量大，选题新颖，通过案例问题讨论与案例点评，有助于读者更深入地体会市场营销理论在营销活动中的指导意义。 本书可作为高等院校工商管理、市场营销、物流管理、信息管理、会计学、财务管理及人力资源管理等专业应用型人才的教学用书，也可以作为相关从业人员的学习参考资料。

Contents
Part I About Marketing
Chapter 1 Production and Development of Marketing 1
1.1 Production of Marketing 1
1.2 Development of Marketing 3
1.2.1 Classical Schools 3
1.2.2 Management Schools 9
1.2.3 Behavior Schools 12
1.3 Connotation and Nature of Marketing 15
1.3.1 Connotation of Marketing 15
1.3.2 Nature of Marketing 15
1.4 Research Approaches of Marketing 16
1.4.1 Commodity Research Approach 16
1.4.2 Functional Research Approach 17
1.4.3 Institutional Research Approach 17
1.4.4 Managerial Research Approach 17
1.4.5 Systematic Research Approach 17
1.5 Summary 18
Chapter 2 Marketing Philosophy 22
2.1 Production Concept 22
2.1.1 Background of Production Concept 22
2.1.2 Meaning of Production Concept 23
2.1.3 Characteristics of Production Concept 23
2.2 Product Concept 24
2.2.1 Background of Product Concept 24
2.2.2 Connotation of Product Concept 24
2.2.3 Characteristics of Product Concept 24
2.3 Selling Concept 25
2.3.1 Background of Selling Concept 25
2.3.2 Contents of Selling Concept 25
2.3.3 Features of Selling Concept 25
2.4 Marketing Concept 26
2.4.1 Background of Marketing Concept 26
2.4.2 Contents of Marketing Concept 26
2.4.3 Four Pillars of Marketing Concept 27
2.5 Social Marketing Concept 28
2.5.1 Background of Social Marketing Concept 28
2.5.2 Contents of Social Marketing Concept 29
2.5.3 Features of Social Marketing Concept 30
2.6 Mega-Marketing Concept 31
2.6.1 Rise of Mega-Marketing Concept 31
2.6.2 Connotation of Mega-Marketing Concept 32

2.6.3 Features of Mega-Marketing Concept 32
2.7 Summary 33
Part II Market Elements
Chapter 3 Analysis of Marketplace and Marketing Environment 37
3.1 Implications and Classification of Marketplace 37
3.1.1 Concept of Marketplace 37
3.1.2 Division of Marketplace 38
3.2 Implications and Features of Marketing Environment 38
3.2.1 Concept of Marketing Environment 38
3.2.2 Contents and Features of Marketing Environment 38
3.3 Analysis of Macro-Marketing Environment 40
3.3.1 Population Factors 41
3.3.2 Economic Factors 42
3.3.3 Political and Legal Factors 43
3.3.4 Cultural Factors 43
3.3.5 Sci-Tech Factors 44
3.3.6 Natural Environmental Factors 45
3.4 Analysis of Micro-Marketing Environment 47
3.4.1 Enterprises 47
3.4.2 Marketing Channel Institutions 47
3.4.3 Buyer’s Market 48
3.4.4 Competitors 48
3.4.5 General Public 48
3.5 Summary 49
Chapter 4 Analysis of Market Behavior 51
4.1 Analysis of Competitors 51
4.1.1 Competition Types of Marketplace 51
4.1.2 Classification of Competitors and Their Behavior Features 52
4.2 Analysis of Consumer Market Purchasing Behavior 54
4.2.1 Characteristics of Consumer Market Purchasing Behavior 54
4.2.2 Factors Affecting Purchasing Behavior of Consumers 55
4.2.3 Consumer Purchasing Behavior Mode 59
4.2.4 Process of Consumers’ Purchasing Decision-Making 60
4.3 Purchasing Behavior Analysis of Organizational Market 61
4.3.1 Concept and Types of Organizational Market 61
4.3.2 Analysis of Producers’ Market Purchase Behavior 61
4.3.3 Analysis of Reseller and Government Purchase 66
4.4 Summary 69
Chapter 5 Market Segmentation, Targeting and Positioning 72
5.1 Market Segmentation 72
5.1.1 Using Market Segmentation 74
5.1.2 Levels of Market Segmentation 75
5.1.3 Patterns of Market Segmentation 77
5.1.4 Market-Segmentation Procedure 78
5.1.5 Bases for Segmenting Consumer Market 79
5.1.6 Bases for Segmenting Business Market 81
5.1.7 Effective Segmentation 81
5.2 Market Targeting 82
5.2.1 Evaluating Market Segments 82
5.2.2 Selecting and Entering Market Segments 82
5.2.3 Targeting Multiple Segments and Super-Segments 85
5.2.4 Ethical Choice of Market Targets 86
5.3 Market Positioning 86
5.3.1 Choosing a Positioning Strategy 87
5.3.2 Communicating the Company’s Positioning 89
5.4 Summary 90

Part III Marketing Elements
Chapter 6 Marketing Strategies 92
6.1 Generalities 92
6.1.1 Connotation of the Marketing Strategy 92
6.1.2 Functions of the Marketing Strategy 93
6.1.3 Difference Between the Marketing Strategy and the Overall Strategy 94
6.2 Business Determination Adapt to the Marketing Strategy 94
6.2.1 Grand Strategy Model 94
6.2.2 Determination of the Business by the Grand Strategy Approach 95
6.3 Varieties of the Marketing Strategy 96
6.3.1 Strategy Readjusting the Business 96
6.3.2 Growth Planning Strategy 98
6.3.3 Integration Development Strategy 100
6.3.4 Diversification Development Strategy 101
6.4 Summary 102
Chapter 7 Marketing Competitive Strategies 108
7.1 Five Basic Competitive Forces 108
7.1.1 Threat of New Entrants 109
7.1.2 Threat of Substitute Products or Services 110
7.1.3 Bargaining Power of Buyers 110
7.1.4 Bargaining Power of Suppliers 111
7.1.5 Competitive Rivalry Among Current Members of the Industry 111
7.2 Basic Competitive Strategies 113
7.2.1 Overall Cost Leadership 113
7.2.2 Differentiation 114
7.2.3 Focus 116
7.3 Competitor Ranking and Marketing Competitive Strategy 117
7.3.1 Market Leaders 117
7.3.2 Market Challengers 120
7.3.3 Market Followers 123
7.3.4 Market Niches 125
7.4 Summary 126
Chapter 8 Marketing Engineering 132
8.1 Origin and Development of the Marketing Engineering 132
8.2 Connotation and Elements of the Marketing Engineering 133
8.2.1 Theoretic Bases of Marketing Engineering 134
8.2.2 Marketing Decision Models 134
8.2.3 Marketing Practice and Engineering Software 137
8.3 Marketing Engineering Methods 139
8.3.1 Cluster Analysis 139
8.3.2 Factor Analysis 140
8.3.3 Decision Tree Analysis 140
8.3.4 Hierarchy Processing Analysis 140
8.3.5 Conjoint Analysis 140
8.3.6 Advertisement Budget Methods 141
8.4 Summary 142
Chapter 9 Marketing Investigation and Market Forecast 148
9.1 Marketing Information Systems 148
9.1.1 Functions of Marketing Information 148
9.1.2 Types of Marketing Information 149
9.1.3 Marketing Information Systems 150
9.2 Marketing Research 152
9.2.1 Contents of Marketing Research 152
9.2.2 Marketing Research Process 154
9.3 Marketing Forecasting 157
9.3.1 Types of Marketing Forecasting 157
9.3.2 Marketing Forecast Steps 157
9.4 Summary 162

Part IV Marketing Mix
Chapter 10 Product Strategies 166
10.1 Generalities 166
10.1.1 Term “Product” 166
10.1.2 Types of Products 167
10.2 Product Policies 168
10.2.1 Product Innovation 168
10.2.2 Product Variation 170
10.2.3 Product Elimination 171
10.3 Product Positioning 173
10.4 Product Strategies 175
10.4.1 Strategy: Bringing Under Control 175
10.4.2 Strategy: Defense 175
10.4.3 Strategy: Expansion 176
10.4.4 Strategy: Holding 176
10.4.5 Strategy: Exit 177
10.5 Brands 177
10.6 Summary 177
Chapter 11 Price Strategies 182
11.1 Factors Affecting Pricing 182
11.1.1 Pricing Objectives 182
11.1.2 Product Costs 183
11.1.3 Market Demands 184
11.1.4 Competition 184
11.1.5 Legal Aspects of Pricing Policies 185
11.2 Elementary Pricing Methods 185
11.2.1 Cost-Oriented Pricing 185
11.2.2 Demand-Oriented Pricing 188
11.2.3 Competition-Oriented Pricing 190
11.3 Basic Pricing Strategy 192
11.3.1 Pricing Policies over the Product Life Cycle 192
11.3.2 Discount and Allowance Pricing 194
11.3.3 Geographical Pricing 196
11.3.4 Portfolio Pricing 197
11.3.5 Psychological Pricing 198
11.4 Summary 200
Chapter 12 Place Strategies 202
12.1 Basic Types and Features of Place 202
12.1.1 Concepts of Place 202
12.1.2 Basic Types of Place 202
12.1.3 Features of Place 205
12.2 Choice Tactics of Place 206
12.2.1 Factors Impacting the Selecting of Channel Type 206
12.2.2 Choosing Place 210
12.3 Wholesalers and Retailers 213
12.3.1 Retailers and Marketing Decisions 213
12.3.2 Wholesalers and Marketing Decisions 216
12.4 Summary 219
Chapter 13 Promotional Strategies 221
13.1 Generalities 221
13.1.1 Communication 221
13.1.2 Term “Market Communication” 222
13.2 Sales Promotion 222
13.2.1 Staff Promotion 223
13.2.2 Merchandising 223
13.2.3 Consumer Promotion 223
13.3 Public Relations 224
13.3.1 Position of Public Relations Within the Marketing Mix 224
13.3.2 Target Groups of Public Relations 224
13.4 Advertising 229
13.4.1 Media Concept 230
13.4.2 Determining the Advertising Objectives 230
13.4.3 Advertising Strategy 232
13.4.4 Advertising Media 234
13.4.5 Service Enterprises of Advertising 238
13.5 Summary 240


Part V Relative Marketing Issues
Chapter 14 Marketing Management 243
14.1 Marketing Planning 243
14.1.1 Generalities 243
14.1.2 Basic Process in Developing the Marketing Plan 243
14.2 Marketing Organization 244
14.2.1 Professional Marketing Organizations 244
14.2.2 Structural Marketing Organizations 247
14.3 Marketing Control 247
14.3.1 Annual-Plan Control 247
14.3.2 Profitability Capacity Control 248
14.3.3 Efficiency Control 249
14.4 Marketing Audit 250
14.4.1 Characteristics of Marketing Audit 250
14.4.2 Contents of Marketing Audit 251
14.5 Summary 252
Chapter 15 Other Marketing Orientations 255
15.1 Service Marketing 255
15.1.1 Contents of Service Marketing 255
15.1.2 Characteristics of Modern Service Marketing 256
15.2 Experiential Marketing 258
15.2.1 Connotation of Experiential Marketing 258
15.2.2 Features of Experiential Marketing 259
15.2.3 Analysis of the 6Es Mix of Experience Marketing 260
15.3 International Marketing 262
15.3.1 World Trade Triangle 263
15.3.2 Multinational or Global Marketing 263
15.3.3 Decision for International Activities 264
15.3.4 Framework of International Marketing 266
15.4 Social Marketing 269
15.5 Summary 270
参考文献 274

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