《Introdutory Marketing for CollegeEnglish》.docVIP

contents Chapter 1 The field of marketing What is marketing? The development of marketing The marketing approach versus the sales approach The marketing concept Marketing management Elements of the marketing plan Chapter 2 The marketing environment The external macro-environment The external micro-environment Chapter 3 Gathering marketing information The need for marketing information Defining marketing research Marketing research projects Who does marketing research? Chapter 4 Market segmentation Market segmentation Bases for segmenting business markets Target-market strategies Chapter 5