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市场营销(第7版•双语教学版) 平装商务英语•工商管理双语教学教材系列

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定价:¥78.00

  • 著者:188876,188877,188878 译者:
  • 出版时间:2025年01月本印时间:2025年01月
  • 版次:1印次:1页数:260页
  • 开本:16册数:1 卷数:1
  • ISBN:978-7-100-24577-7
  • 读者对象:商务英语专业和市场营销及相关专业的高校学生,有商学教育、商务进阶需求的专业人士,希望了解相关知识的普通读者
  • 主题词:市场营销学教材英、汉
  • 人气:0

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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。
 

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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。

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《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。

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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