1. 三位具有多年商科教学经验的教授精心编撰;威廉·普赖德曾获得两项终身成就奖。
2. 大数据智能化时代下更新型、更精准、更智慧的市场营销。
3. 英文原书亚马逊商学类排名前100。
前沿视角:全新第7版紧跟市场最新动态,探讨数字化营销、社交媒体营销等新兴趋势。
可读性强:英文语言地道纯正,行文流畅易懂,各级标题与关键术语均附有中文注释,读者无论专业背景如何,都能轻松理解。
实战案例:精选全球知名品牌的营销案例,深度剖析其成功背后的策略与执行,让你在实战中快速成长。
威廉•普赖德(William M. Pride),得克萨斯农工大学梅斯商学院市场营销学教授,路易斯安那州立大学博士学位,长期为商学院的本科生、研究生以及高层管理者授课。普赖德博士还是美国营销协会、营销科学学院、营销进步协会和营销管理协会的成员,获“市场营销研究员奖”和“市场营销创新奖”两项终身成就奖。
罗伯特•休斯(Robert J. Hughes),在理查德布兰德学院教授《商学导论》课程已超过35年,是一位经验丰富的商学教育专家,致力于商业管理、市场营销和企业战略的教学与研究,曾获得理查德布兰德学院三次“卓越教学奖”。
杰克•卡普尔(Jack R. Kapoor),杜佩奇学院担任商学与经济学教授,教授课程包括《商学导论》《市场营销》《管理学》《经济学》和《个人理财》。他曾在伊利诺伊理工大学斯图尔特管理学院、旧金山州立大学世界商学院等学院任教。主要研究方向包括财务管理、会计学和企业金融。
孔小磊,博士,浙江财经大学管理学院讲师,曾在美国托莱多大学访学并多次前往境外交流,为本硕留学生授课,具有丰富国际教学经验。参与国家自然科学基金、社会科学基金等省部级以上项目5项,主持和参与横向项目8项,出版著作两部,发表期刊论文10余篇。
《市场营销》(第7版,双语教学版)摘自美国经典商学教材《商学导论》(Foundations of Business)的第一编“The Environment of Business”和第五编“Marketing”等内容,本书首先介绍商业环境和工商管理基础知识,然后详细地探讨了满足顾客需求相关的市场营销商业活动,讨论了营销组合,营销环境力量,以及组成营销组合的四个要素: 产品、定价、分销和促销。最后一章探讨社交媒体和电子商业。本书为双语教学版,对文中的各级标题和关键术语作了中文注释。全新版本的《市场营销》,紧跟时代脚步,透视市场变化,向读者展现这个时代极富前瞻性的企业案例,带领读者更新市场思维、适应业态迭代,成为更专业更智慧的商业人士。
Acknowledgments xiii
About the Authors xiv
Chapter 1: Exploring the World of Business and Economics 2
Inside Business: Tesla Races Ahead of the Competition 3
1-1 Your Future in the Changing World of Business 4
1-1a Why Study Business? 5
Exploring Careers: Gen Z Seeks Workplace Diversity 6
1-1b Special Note to Business Students 8
1-2 Business: A Definition 9
1-2a The Organized Effort of Individuals 9
1-2b Satisfying Needs 10
1-2c Business Profit 11
1-3 Types of Economic Systems 12
Entrepreneurial Success: The Next Wave of Entrepreneurs Is Here 14
1-3a Capitalism 14
1-3b Capitalism in the United States 15
1-3c Command Economies 17
1-4 Measuring Economic Performance 18
1-4a The Importance of Productivity in the Global Marketplace 18
1-4b The Nation’s Gross Domestic Product 19
1-4c Other Important Economic Indicators That Measure a Nation’s Economy 20
1-5 The Business Cycle 20
1-6 Types of Competition 22
1-6a Perfect Competition 23
1-6b Monopolistic Competition 24
1-6c Oligopoly 25
1-6d Monopoly 25
1-7 American Business Today 26
1-7a Early Business Development 26
1-7b Business Development in the 1900s 27
1-7c A New Century: 2000 and Beyond 28
1-7d The Current Business Environment 28
Technology and Innovation: Today’s Biggest Tech Trends 30
1-7e The Challenges Ahead 31
Summary 32
Key Terms 33
Discussion Questions 33
Case 1: The Keys to Zoom’s Success 34
Building Skills for Career Success 35
Chapter 2: Ethics and Social Responsibility in Business 36
Inside Business: Marketing Tactics at Purdue Fueled the Opioid Crisis 37
2-1 Business Ethics Defined 38
2-2 Ethical Issues in Business 38
2-2a Fairness and Honesty 38
2-2b Organizational Relationships 39
2-2c Conflicts of Interest 40
2-2d Communications 41
Entrepreneurial Success: Building a Healthy Relationship with Social Media 41
2-3 Factors Affecting Ethical Behavior 42
2-3a Individual Factors Affecting Ethics 42
2-3b Social Factors Affecting Ethics 42
2-3c Opportunity as a Factor Affecting Ethics 43
2-4 Encouraging Ethical Behavior 43
2-4a Government’s Role in Encouraging Ethics 43
2-4b Trade Associations’ Role in Encouraging Ethics 44
2-4c Individual Companies’ Role in Encouraging Ethics 44
Exploring Careers: The Rise of the Chief Ethics Officer 46
2-5 Social Responsibility 47
2-5a The Evolution of Social Responsibility in Business 48
2-5b Two Views of Social Responsibility 49
2-5c The Pros and Cons of Social Responsibility 50
2-6 Public Responsibilities of Business 51
2-6a Consumerism 51
Ethics and Social Responsibility: Google Sued for Antitrust Violations 52
2-6b Public Health 53
2-7 Responsibilities to Employees 55
2-7a Affirmative Action Programs 55
2-7b Training Programs for the Hard-Core Unemployed 56
2-7c Programs to Reduce Sexual Harassment and Abusive Behavior 57
2-8 Responsibilities to the Environment 58
2-8a Environmental Issues 58
2-8b Effects of Environmental Legislation 59
2-8c Business Response to Environmental Concerns 60
Sustaining the Planet: Is Sustainability Profitable? 61
2-9 Implementing a Program of Social Responsibility 62
2-9a Commitment of Top Executives 62
2-9b Planning 62
2-9c Appointment of a Director 62
2-9d The Social Audit 63
Summary 63
Key Terms 64
Discussion Questions 64
Case 2: Inside Whole Trade at Whole Foods 65
Building Skills for Career Success 65
Chapter 3: Global Business 67
Inside Business: Starbucks Goes Global for Growth 68
Entrepreneurial Success: Alibaba Provides Guidance to Help Entrepreneurs 69
3-1 The Basis for International Business 69
3-1a Absolute and Comparative Advantage 69
3-1b Exporting and Importing 70
3-1c Balance of Trade 70
3-1d The Economic Outlook for Trade 73
Technology and Innovation: Spotify Makes a Play for Global Dominance 75
3-2 Methods of Entering International Business 76
3-2a Exporting 76
3-2b Licensing and Franchising 78
3-2c Contract Manufacturing 79
3-2d Joint Ventures and Alliances 79
3-2e Direct Investment 80
3-2f Multinational Firms 80
Sustaining the Planet: IKEA Opens Its First Second-Hand Store 81
3-3 International Business Challenges 81
3-3a Trade Restrictions 81
3-3b Economic Challenges 84
Ethics and Social Responsibility: Opening the Gates to Digital Payments 85
3-3c Legal and Political Climate 85
3-3d Social and Cultural Barriers 85
3-4 Facilitators of International Trade 86
3-4a The General Agreement on Tariffs and Trade and the World Trade Organization 86
3-4b International Trade Agreements and Alliances 86
3-5 Sources of Export Assistance 89
3-6 Financing International Business 90
3-6a The Export-Import Bank of the United States 90
3-6b The World Bank 91
3-6c The International Monetary Fund 91
Summary 92
Key Terms 93
Discussion Questions 93
Case 3: Honda’s Strategy Is Electrifying 93
Building Skills for Career Success 94
Running a Business: Let’s Go Get a Graeter’s! 96
Building a Business Plan 97
Chapter 4: Building Customer Relationships Through Effective Marketing 101
Inside Business: Netflix Tops the Competition in Customer Retention 102
4-1 Managing Customer Relationships 103
Sustaining the Planet: Customer Feedback Pushes Native to Go Plastic-Free 104
4-2 Utility: The Value Added by Marketing 105
4-3 The Marketing Concept 106
4-3a Evolution of the Marketing Concept 106
4-3b Implementing the Marketing Concept 107
4-4 Markets and Their Classification 108
4-5 Developing Marketing Strategies 108
4-5a Target Market Selection and Evaluation 108
4-5b Creating a Marketing Mix 111
4-6 Marketing Strategy and the Marketing Environment 113
4-7 Developing a Marketing Plan 114
4-8 Market Measurement and Sales Forecasting 115
4-9 Marketing Information 115
4-9a Collecting and Analyzing Marketing Information 115
Exploring Careers: Trend Alert: Market Research Analysts Are in High Demand 116
Technology and Innovation: TikTok Uses AI and Big Data to Keep Users Coming Back for More 117
4-9b Marketing Research 118
Ethics and Social Responsibility: Marketers Must Embrace Data Ethics 120
4-10 Types of Buying Behavior 120
4-10a Consumer Buying Behavior 120
4-10b Business Buying Behavior 122
Summary 122
Key Terms 124
Discussion Questions 124
Case 4: Starbucks Brews Customer Satisfaction 124
Building Skills for Career Success 125
Chapter 5: Creating and Pricing Products That Satisfy Customers 127
Inside Business: Petco Rebrand Focuses on Pet Health and Wellness 128
5-1 Classification of Products 129
5-1a Consumer Product Classifications 129
5-1b Business Product Classifications 130
5-2 The Product Life Cycle 131
5-2a Stages of the Product Life Cycle 131
Sustaining the Planet: Consumers Go Flexitarian with Fake Meat 132
5-2b Using the Product Life Cycle 134
5-3 Product Line and Product Mix 134
5-4 Managing the Product Mix 134
5-4a Managing Existing Products 135
Exploring Careers: Are You Ready for a Career in Product Management? 136
5-4b Deleting Products 136
5-4c Developing New Products 137
Technology and Innovation: High-Tech Is High Fashion 139
5-4d Why Do Products Fail? 139
5-5 Branding, Packaging, and Labeling 140
5-5a What Is a Brand? 140
5-5b Types of Brands 140
5-5c Benefits of Branding 141
5-5d Choosing and Protecting a Brand 142
5-5e Branding Strategies 143
5-5f Brand Extensions 143
5-5g Packaging 143
5-5h Labeling 145
5-6 Pricing Products 145
5-6a The Meaning and Use of Price 145
5-6b Price and Non-Price Competition 146
Ethics and Social Responsibility: Companies Rebrand to Be More Sensitive 147
5-6c Buyers’ Perceptions of Price 147
5-7 Pricing Objectives 147
5-7a Survival 148
5-7b Profit Maximization 148
5-7c Target Return on Investment 148
5-7d Market-Share Goals 148
5-7e Status-Quo Pricing 148
5-8 Pricing Methods 149
5-8a Cost-Based Pricing 149
5-8b Demand-Based Pricing 150
5-8c Competition-Based Pricing 151
5-9 Pricing Strategies 151
5-9a New-Product Pricing 151
5-9b Differential Pricing 152
5-9c Psychological Pricing 153
5-9d Product-Line Pricing 154
5-9e Promotional Pricing 154
5-10 Pricing Business Products 155
5-10a Geographic Pricing 155
5-10b Transfer Pricing 155
5-10c Discounting 155
Summary 156
Key Terms 158
Discussion Questions 158
Case 5: Shinola Is One to Watch 159
Building Skills for Career Success 159
Chapter 6: Distributing and Promoting Products 161
Inside Business: Walmart Brings Its Buying Teams Together 162
6-1 Distribution Channels and Market Coverage 163
6-1a Commonly Used Distribution Channels 163
6-1b Level of Market Coverage 165
6-2 Partnering Through Supply Chain Management 165
Sustaining the Planet: Millennials Take a Shining to Ethically Sourced Diamonds 166
6-3 Marketing Intermediaries: Wholesalers 166
6-3a Wholesalers Provide Services to Retailers and Manufacturers 167
6-3b Types of Wholesalers 167
6-4 Marketing Intermediaries: Retailers 168
6-4a Online and Multichannel Retailing 168
6-4b Types of Retail Stores 169
6-4c Types of Shopping Centers 171
6-4d Nonstore Retailing 172
6-5 Logistics 174
Technology and Innovation: Drone Delivery Takes Off 174
6-5a Inventory Management 175
6-5b Order Processing 175
6-5c Warehousing 175
6-5d Materials Handling 176
6-5e Transportation 176
6-6 What Is Integrated Marketing Communications? 177
6-7 The Promotion Mix: An Overview 178
6-8 Advertising 179
6-8a Types of Advertising by Purpose 179
6-8b Major Steps in Developing an Advertising Campaign 180
6-8c Advertising Agencies 182
Exploring Careers: How to Land a Job in an Advertising Agency 183
6-8d Social and Legal Considerations in Advertising 183
6-9 Personal Selling 184
6-9a Kinds of Salespersons 184
6-9b The Personal-Selling Process 185
6-9c Major Sales Management Tasks 186
6-10 Sales Promotion 186
6-10a Sales Promotion Objectives 186
6-10b Sales Promotion Methods 187
6-10c Selection of Sales Promotion Methods 188
6-11 Public Relations 188
6-11a Types of Public Relations Tools 188
Entrepreneurial Success: Inside BODEN, an Award-Winning, Latina-Owned PR Company 189
6-11b Uses of Public Relations 190
Summary 190
Key Terms 192
Discussion Questions 192
Case 6: Casper Thinks Inside the Box 192
Building Skills for Career Success 193
Running a Business: Graeter’s
Is “Synonymous with Ice Cream” 195
Building a Business Plan 196
Chapter 7: Exploring Social Media and e-Business 199
Inside Business: Netflix Tops the Competition in Customer Retention 200
7-1 Why Is Social Media Important? 201
7-1a What Is Social Media and How Popular Is It? 201
7-1b Why Businesses Use Social Media 201
7-2 Social Media Tools for Business Use 203
7-2a Business Use of Blogs 203
Exploring Careers: HBO Max Interns Rock TikTok 204
7-2b Photos, Videos, and Podcasts 204
7-2c Social Media Ratings 205
7-3 Achieving Business Objectives Through Social Media 206
7-3a Social Media Communities 206
7-3b Crisis and Reputation Management 207
7-3c Listening to Stakeholders 208
Technology and Innovation: VW’s April Fools’ Day Prank Backfires 208
7-3d Targeting Customers 209
7-3e Social Media Marketing for Consumers 209
7-3f Social Media Marketing for Other Businesses 210
7-3g Generating New Product Ideas 211
7-3h Recruiting Employees 212
7-4 Developing a Social Media Plan 212
7-4a Steps to Build a Social Media Plan 212
7-4b Measuring and Adapting a Social Media Plan 214
7-4c The Cost of Maintaining a Social Media Plan 216
7-5 Defining e-Business 216
7-5a Organizing e-Business Resources 217
7-5b Satisfying Needs Online 217
Entrepreneurial Success: Why Small Businesses Like Shopify 218
7-5c Creating e-Business Profit 219
7-6 Fundamental Models of e-Business 220
7-6a Business-to-Business (B2B) Model 220
7-6b Business-to-Consumer (B2C) Model 221
7-7 The Future of the Internet, Social Media, and e-Business 222
7-7a Internet Growth Potential 222
7-7b Ethical and Legal Concerns 223
Ethics and Social Responsibility: California Ups the Ante on Privacy Protection 224
7-7c Future Challenges for Computer Technology, Social Media, and e-Business 225
Summary 226
Key Terms 228
Discussion Questions 228
Case 7: Target’s Big Bet on Digital 228
Building Skills for Career Success 229
Endnotes 231
Glossary 237