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Unit 1 Introduction1

1.0 Overview1

1.1 What Is Marketing All About?2

1.1.1 The Concept of Exchange4

Exercises Ⅰ4

1.2 Definitions of International Marketing8

1.2.1 The Origins of Marketing10

Exercises Ⅱ12

1.3 The Importance of Marketing14

1.4 Why Should You Study Marketing?16

Exercises Ⅲ18

Unit 2 Consumer and Markets22

2.0 Overview22

2.1 The Decision-making Process23

2.1.1 Problem23

2.1.2 Search25

2.1.3 Evaluation26

2.1.4 Decision28

2.1.5 Post-purchase Evaluation Process29

2.2 Purchasing Situations30

2.2.1 Routine PS31

2.2.2 Limited PS32

2.2.3 Extended PS33

2.2.4 The Importance of Purcha-sing Situations33

Exercises Ⅰ34

2.3 Environmental Influence37

2.3.1 Sociocultural Influence37

2.3.2 Technological Influence37

2.3.3 Economic and Competitive Influence38

2.3.4 Political and Legal Influence39

2.4 Psychological Influences—the Individual39

2.4.1 Personality Influence40

2.4.2 Perception Influence40

2.4.3 Learning42

2.4.4 Motivation43

2.4.5 Attitudes44

2.5 Sociocultural Influences—the Group46

2.5.1 Social Class Influence47

2.5.2 Culture and Subculture Influence47

2.5.3 Reference Groups Influence49

2.5.4 Family Influence50

Exercises Ⅱ52

Unit 3 New Product Development Strategies52

3.0 Overview56

3.1 The Meaning of a New Product57

3.1.1 Types of Newness58

3.1.2 Customer-orientated Perspective60

3.2 The Importance of New Product Development62

3.2.1 Reactive Approach63

3.2.2 Proactive Approach63

3.3 The New Product Development Process64

3.3.1 Idea Generation65

3.3.2 Screening Ideas69

Exercises Ⅰ70

3.3.3 Business Analysis71

3.3.4 Product Development73

3.3.5 Test Marketing74

3.3.6 Commercialization76

3.3.7 Monitoring and Evaluation76

3.4 New Product Failure78

3.4.1 Failure Defined78

3.4.2 Reasons for New Product Failure79

3.5 Trend in NDP Process Management80

3.5.1 Research and Development80

3.5.2 Organization for NPD82

Exercises Ⅱ84

Unit 4 International Product Planning and Development84

4.0 Overview87

4.1 Types of Products89

4.1.1 Distinctions between Goods and Services89

4.1.2 Consumer Products91

4.1.3 Industrial Products93

4.1.4 Product Management Organizations95

4.1.5 Product Positioning97

4.1.6 The Product Life Cycle98

Exercises Ⅰ100

4.2 Branding Needs a Strategy Decision104

4.2.1 Branding Development104

4.2.2 Achieving Brand Familiarity Is Not Easy105

4.2.3 Protecting Brand Name and Trademark108

4.2.4 The Use of Brand108

4.2.5 Who Should Do the Branding?110

4.3 The Strategic Importance of Packaging111

4.3.1 Packaging Can Make the Difference111

4.3.2 Packing May Lower Dist-ribution and Promotion Costs112

4.3.3 Socially Responsible Packaging113

4.4 Warranties Are Important114

Exercises Ⅱ115

Unit 5 Distribution Planning and Channels115

5.0 Overview120

5.1 Distribution Planning121

5.2 Channel Functions123

5.3 Distribution Channels125

5.4 Ideal Market Exposure127

5.4.1 Advantages of Selective Distribution128

5.4.2 Advantages of Exclusive Distribution129

5.5 Channels Must Be Managed130

5.6 Wholesaling131

5.6.1 Wholesaling Functions132

5.6.2 Kinds of Wholesalers133

Exercises Ⅰ140

5.7 Recent Trends in Wholesaling143

5.8 Retailing145

5.8.1 A Retailer's Strategy146

5.8.2 Retailing Functions in Distribution147

5.8.3 Types of Retailers147

5.8.4 Considerations in Retail Planning152

Exercises Ⅱ157

Unit 6 Business-to-Business Markets161

6.0 Overview161

6.1 What Is B2B Marketing162

6.2 Business-to-Business Customers164

6.2.1 Commercial Enterprises164

6.2.2 Government Bodies165

6.2.3 Institutions166

6.3 Characteristics of B2B Markets Is Important167

6.3.1 Nature of Demand167

6.3.2 Demand Structure168

6.3.3 Buying Process Is Complex169

6.3.4 Buyer-seller Relationships173

Exercises Ⅰ174

6.4 Buying Decision-Making Process175

6.4.1 Precipitation176

6.4.2 Product Specification176

6.4.3 Supplier Selection177

6.4.4 Commitment178

6.5 Roles180

6.5.1 Purchasing Function181

6.5.2 Production/Operations Function182

6.5.3 Engineering Function182

6.5.4 R＆D Function182

6.5.5 Finance Function183

6.5.6 Marketing Function183

6.6 The Buying Centre184

6.6.1 Role of Users184

6.6.2 Role of Influencers184

6.6.3 Role of Deciders184

6.6.4 Role of Buyers185

6.6.5 Role of Gatekeepers185

6.7 Buying Criteria186

6.7.1 Economic Influences Criteria186

6.7.2 Non-economic Influences Criteria187

Exercises Ⅱ189

Unit 7 Service,Nonprofit Marketing and Society189

7.0 Overview191

7.1 Service Marketing192

7.1.1 Marketing by Service Firms192

7.1.2 Special Considerations for Service Marketers193

7.1.3 Classifying Services196

7.1.4 The Extent of Services in the Economy197

7.1.5 Illustrations of Service Marketing199

Exercises Ⅰ202

7.2 Nonprofit Marketing206

7.2.1 Nonprofit and Profit-oriented Marketing206

7.2.2 Classifying Nonprofit Marketing208

7.2.3 Illustrations of Nonprofit Marketing209

7.3 Marketing and Society211

7.3.1 Social Responsibility212

7.3.2 Natural Resources213

7.3.3 The Landscape214

7.3.4 Environmental Pollution215

7.3.5 Ethics216

7.4 Consumerism218

7.4.1 Consumer Information and Education219

7.4.2 Consumer Safety220

7.4.3 Consumer Choice222

7.4.4 Consumers'Right to Be Heard222

Exercises Ⅱ223

Unit 8 Advertising and Public Relations223

8.0 The Conceptual Framework228

8.1 Advertising and Its Objectives229

8.2 Advertising Planning229

8.3 Types of Advertisements230

8.3.1 Institutional Advertising231

Exercises Ⅰ232

8.4 Media Selection234

8.4.1 Newspapers234

8.4.2 Magazines235

8.4.3 Television235

8.4.4 Radio236

8.4.5 Direct Mail237

8.4.6 Outdoor Advertising238

8.5 Organizing the Advertising Function239

8.5.1 Advertising Agencies239

Exercises Ⅱ240

8.6 Creating an Advertisement242

8.6.1 Celebrity Testimonials242

8.6.2 Comparative Advertising243

8.6.3 Retail Advertising243

8.7 Assessing the Effectiveness of an Advertisement244

8.8 Public Relations246

8.8.1 Publicity246

8.8.2 Ultimate Consumers and Other Publics247

Exercises Ⅲ247

Unit 9 Personal Selling and Sales Management247

9.0 The Nature and Importance of Selling250

9.1 Personal Selling251

9.1.1 Advantages of Personal Selling Over Other Forms of Promotion251

9.2 Sales Tasks252

Exercises Ⅰ254

9.3 Myths about Selling255

9.3.1 The Professional Salesperson256

9.3.2 Rewards and Responsibility of Every Professional Salesperson257

9.3.3 The Role of Personal Selling in a Small Business258

Exercises Ⅱ259

9.4 The Sales Process261

9.4.1 Prospecting261

9.4.2 The Sales Approach and Qualifying262

9.4.3 The Sales Presentation263

9.4.4 Handling Objections264

9.4.5 Closing the Sale265

9.4.6 Follow-up266

9.5 Retail Selling267

Exercises Ⅲ268

9.6 Sales Management270

9.6.1 Recruitment and Selection271

9.6.2 Training272

9.6.3 Organization273

9.6.4 Supervision273

9.6.5 Motivation274

9.6.6 Compensation275

9.6.7 Evaluation and Control275

Exercises Ⅳ277

Unit 10 Internet Communications and New Media277

10.0 Overview279

10.1 Internet Marketing Is Critical280

10.1.1 The Nature280

10.1.2 The Dotcom282

10.1.3 The Website282

10.1.4 Uses of a Website283

10.1.5 Broadband288

Exercises Ⅰ289

10.2 New Media289

10.2.1 e-mail Marketing291

10.2.2 Wireless Marketing293

10.2.3 iTV Marketing Cannot Be Ignored294

Exercises Ⅱ296

Unit 11 Direct Marketing,Exhibitions and Trade Fairs296

11.0 What Is Direct Marketing299

11.1 Direct Marketing Rises301

11.1.1 Push Factors301

11.1.2 Pull Factors302

11.1.3 Facilitating Factors304

11.2 Techniques of Direct Marketing305

11.2.1 Direct Mail305

11.2.2 Direct Response Advertising306

11.2.3 Telemarketing309

11.2.4 E-communication and New Media311

11.2.5 Mail Order311

11.2.6 Teleshopping312

Exercises Ⅰ313

11.3 The Role of Direct Marketing in the Promotional Mix315

11.3.1 The Objectives315

11.3.2 Achieving the Objectives of Direct Marketing316

11.3.3 How and When to Use Direct Marketing316

11.4 Trade Shows and Exhibitions317

11.4.1 Benefits of Attending and Participating in Exhibitions317

11.4.2 Comparison of the Benefits of Exhibitions and Personal Selling319

11.4.3 Importance of Exhibitions to Organizations320

Exercises Ⅱ322

Unit 12 Marketing and Society325

12.0 The Conceptual Framework325

12.1 The Contemporary Environment of Marketing326

12.2 Evaluating the Quality of Life327

12.3 Current Issues in Marketing328

12.3.1 Consumerism328

12.3.2 The Consumer's Rights329

Exercises Ⅰ333

12.4 Consumer Characteristics335

12.4.1 Interest Representation336

12.5 Marketing Ethics337

12.5.1 Ethical Problems in Product Management and Pricing338

12.5.2 Ethical Problems in Distribution Strategy339

12.5.3 Ethical Problems in Promotional Strategy339

Exercises Ⅱ340

12.6 Social Responsibility342

12.6.1 Marketing's Responsibilities342

12.6.2 Marketing and Ecology343

12.7 Controlling the Marketing System345

12.8 Ethics and Values346

12.8.1 Consumerism,the Ind-ividual,and the Marketer347

12.8.2 The Paradox of the Marketing Concept348

12.9 Resolving Contemporary Issues in Marketing349

Exercises Ⅲ350

Unit 13 Marketing of Services353

13.0 What Are Services?353

13.1 Characteristics of Services354

13.2 Types of Consumer and Industrial Services356

13.3 Buyer Behavior357

13.3.1 Attitudes357

13.3.2 Needs and Motives357

13.3.3 Purchase Behavior358

Exercises Ⅰ359

13.4 Environments for Service Firms362

13.4.1 Economic Environment362

13.4.2 Social/Cultural Environment363

13.4.3 Political/Legal Environment364

13.4.4 Technical Environment365

13.4.5 Competitive Environment366

Exercises Ⅱ367

13.5 The Marketing Mix for Service Firms369

13.5.1 Service Policies370

13.5.2 Pricing Strategy370

13.5.3 Distribution Strategy371

13.5.4 Promotional Strategy371

Exercises Ⅲ373