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PART Ⅰ THE FIRST STEP TO MARKETING3

CHAPTER 1 AN OVERVIEW OF MARKETING3

1.1 Preliminary Understanding of Marketing3

1.1.1 Previewing Marketing4

1.1.2 Marketing Defined6

1.1.3 Process of Marketing and Exchange8

1.1.4 Marketing Management Philosophies10

1.2 Further Understanding of Marketing13

1.2.1 Customer-Focused Strategy14

1.2.2 Characteristics of Markets,Products and Marketing17

1.2.3 The New Eye on Marketing19

PART Ⅱ MARKETING ANALYSIS AND RESEARCH27

CHAPTER 2 MARKETING ENVIRONMENT27

2.1 Micro-Environment29

2.1.1 Company30

2.1.2 Suppliers30

2.1.3 Marketing Intermediaries31

2.1.4 Customers32

2.1.5 Competitor32

2.1.6 Publics32

2.2 Macro-Environment33

2.2.1 Demographic Environment33

2.2.2 Economic Environment35

2.2.3 Natural Environment36

2.2.4 Technological Environment36

2.2.5 Political Environment37

2.2.6 Cultural Environment38

CHAPTER 3 COMSUMER BUYING BEHAVIOR42

3.1 Models of Consumer Behavior43

3.2 Factors Affecting Consumer Behavior44

3.2.1 Cultural Factors44

3.2.2 Social Factors45

3.2.3 Personal Factors47

3.2.4 Psychological Factors49

3.3 Types of Buying Behavior50

3.3.1 Complex Buying Behavior50

3.3.2 Dissonance-reducing Buying Behavior51

3.3.3 Habitual Buying Behavior51

3.3.4 Variety-Seeking Buying Behavior52

CHAPTER 4 MARKET FORECAST AND DECISION54

4.1 The Information Analysis System56

4.2 Measuring Current Market Demand59

4.3 Forecasting Future Demand61

CHAPTER 5 COMPETITIVE MARKETING STRATEGIES68

5.1 What is Competitor Analysis?69

5.2 How to Analyze Competitors?70

5.2.1 Identifying the Company's Competitors70

5.2.2 Determining Competitors'Objectives73

5.2.3 Determining Competitors'Strategies73

5.2.4 Assessing Competitors'Strengths and Weaknesses74

5.2.5 Estimating Competitors'Reaction Patterns75

5.3 Types of Competitors75

5.3.1 Strong or Weak Competitors75

5.3.2 Direct or Potential Competitors76

5.4 Understanding Competitors76

5.4.1 Financial Performance77

5.4.2 Image and Positioning Strategy77

5.4.3 Objectives and Commitment78

5.4.4 Current and Past Strategies78

5.4.5 Organization and Culture79

5.4.6 Cost Structure79

5.4.7 Exit Barriers79

5.4.8 Assessing Strengths and Weaknesses80

5.5 The Competitive Strength Grid83

5.6 Porter's“five forces model”85

5.6.1 The Threat of New Entrants85

5.6.2 The Bargaining Power of Suppliers86

5.6.3 The Bargaining Power of Customers86

5.6.4 The Threat of Substitutes87

5.6.5 The Intensity of Rivalry among Competitors87

CHAPTER 6 TARGET MARKETING90

6.1 Significance of Market Segmentation92

6.2 Consumer Market Segmentation93

6.3 Business Market Segmentation98

6.3.1 Variables of Business Market Segmentation99

6.4 Steps Involved in Segmenting Markets100

6.5 Strategies of Stepping in Target Markets102

6.6 Market Positioning and Repositioning104

6.7 Global Issues in Market Segmentation and Targeting105

PART Ⅲ MARKETING MIX111

CHAPTER 7 PRODUCT STR ATEGIES AND MARKETIND MIX111

7.1 The Integral Concept of Product113

7.2 Product and Service Classifications115

7.3 Product Mix Strategy118

7.3.1 Product Mix118

7.3.2 Product Mix Strategy120

7.4 New-Product Development Strategy122

7.4.1 Categories of New Products122

7.4.2 The New-Product Development Procedure123

7.4.3 Product Characteristics127

7.4.4 Different Reactions of Customers to New Products128

7.5 Brand Strategy130

7.5.1 Definition and Classification132

7.5.2 Benefits of Branding132

7.5.3 Branding Strategies133

7.5.4 Trademarks137

7.6 Packaging Strategy137

7.6.1 Packaging Implications and Classifications138

7.6.2 Packaging Functions138

7.6.3 Principles of Packaging Designs139

7.6.4 Packaging Strategy140

7.6.5 Product Warranties141

7.7 Product Life Cycles141

7.7.1 Concept and Division of Product-Life-Cycle Stages141

7.7.2 Approaches to Determine Product-Life-Cycle Stages142

7.7.3 Characteristics of Each Stage and Marketing Strategies143

7.8 Marketing Mix146

7.8.1 Components of the Marketing Mix146

7.8.2 Other Views on the Marketing Mix149

7.8.3 Characteristics of the Marketing Mix150

CHAPTER 8 PRICING STRATEGIES156

8.1 Factor Considerations of Pricing157

8.1.1 Cost157

8.1.2 The Market and Demand158

8.1.3 External Environments161

8.2 Pricing Approaches162

8.2.1 Cost-Based Pricing162

8.3 Pricing Strategies166

8.3.1 New-Product Pricing Strategies166

8.3.2 Product-mix Pricing Strategies167

8.3.3 Discount Pricing Strategies168

8.3.4 Psychological Pricing Strategies168

8.3.5 Promotional Pricing Strategies169

8.4 Price Adjustment170

8.4.1 The Reasons of Price Changes170

8.4.2 Buyer Reactions to Price Changes171

8.4.3 Competitor Reactions to Price Changes172

CHAPTER 9 PLACE STRATEGIES175

9.1 The Concept and Importance of Marketing Channels176

9.2 Additional Values of Marketing Channel177

9.3 The Systems of Market Channels178

9.4 Marketing Channel Design182

9.4.1 Analyzing Customer Service Needs182

9.4.2 Setting Channel Objectives182

9.4.3 Identifying Major Alternatives183

9.5 Channel Management188

CAHPTER 10 PROMOTION STRATEGIES193

10.1 Advertising194

10.2 Personal Selling198

10.3 Public Relations199

10.4 Sales Promotion201

10.5 Direct and Online Marketing202

CHAPTER 11 E-MARKETING IN THE DIGITALAGE205

11.1 E-Marketing Defined206

11.2 The Benefits of E-Marketing207

11.3 How to Expand into an E-Marketing World207

11.4 Business E-Commerce and Customer E-Commerce208

11.5 Effects of the Internet on Other Industries209

CHAPTER 12 SERVICE MARKETING212

12.1 The Importance of Service213

12.2 Differences between Services and Goods214

12.3 Alternative Views215

CHAPTER 13 GREEN MARKETING218

13.1 History219

13.2 Popularity and Effectiveness221

13.3 Green Marketing Depends on Marketers222

13.4 Green Products223

CHAPTER 14 CULTURE MARKETING226

14.1 Culture and Subculture227

14.2 Culture Defined227

14.3 Cultures Across Countries227

14.4 Blending of Cultures in Marketing228

14.5 Important Factors in Cross-Cultural Marketing229

AppendixⅠ Glossary236

AppendixⅡ Supplementary Cases244

Bibliography255