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Unit l Introduction
1.0 0verview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange Exercises
1.2 Definitions of International Marketing
1.2.1 The Origins of Marketing
Exercises Ⅰ
1.3 The Importance of Marketing
1.4 Why Should You Study Marketing?
Exercises Ⅱ
Unit 2 Consumer and Markets
2.O 0verview
2.1 The Decision—making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-purchase Evaluation Process
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance of Purcha-sing Situations
Exercises Ⅰ
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic and Competitive Influence
2.3.4 Political and Legal Influence
2.4 Psychological Influences--the Individual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences--the Group
2.5.1 Social Class Influence
2.5.2 Culture and Subculture Influence
2.5.3 Reference Groups Influence
2.5.4 Family Influence
Exercises Ⅱ
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service,Nonprofit Marketing and Society
Unit 8 Advertising and Public Realations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing ,Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary
