《Introdutory Marketing for CollegeEnglish》.doc

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 Product The meaning of a ‘product’ Classifications of products The product life cycle Chapter 6 Pricing The meaning of “price” The four-stage process of price setting Chapter 7 Distribution The role and function of distribution Distribution channels Chapter 8 The promotional program What is promotion? Promotional mix Factors in determining a promotional mix Managing personal selling Managing advertising Managing sales promotion Managing public relations and publicity Chapter 1 The field of marketing Learning Objectives define marketing, in both its general sense and its narrower business system context Trace the stages of the evolution of marketing management Distinguish between the marketing and sales approaches to business development Explain the meaning of the marketing concept Identify recent practical developments and trends in the practice of marketing ★★★★ Outline of important topics ■Definitions of marketing 1. In a general sense, then marketing is any exchange activity intended to satisfy human wants. Marketing is practiced by individuals, businesses and not-for-profit organizations. 2.In a business sense, Marketing is a system of business activities aimed at achieving organizational goals by developing, pricing, distributing and promoting products, services and ideas that will satisfy customers’ wants. Stages in the development of marketing management 1. Sin