中国经济管理大学MBA教辅加里阿姆斯特朗《市场营销学》教师手册.doc

中国经济管理大学 MBA教辅 加里·阿姆斯特朗 《市场营销学》 教师手册 Contents Preface Chapter 1: Marketing: Managing Profitable Customer Relationships 1 Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships 21 Chapter 3: The Marketing Environment 39 Chapter 4: Managing Marketing Information 56 Chapter 5: Consumer and Business Buyer Behavior 76 Chapter 6: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 100 Chapter 7: Product, Services, and Branding Strategy 119 Chapter 8: New-Product Development and Product Life-Cycle Strategies 142 Chapter 9: Pricing Considerations and Strategies 159 Chapter 10: Marketing Channels and Supply Chain Management 185 Chapter 11: Retailing and Wholesaling 208 Chapter 12: Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations 224 Chapter 13: Integrated Marketing Communication: Personal Selling and Direct Marketing 250 Chapter 14: Marketing in the Digital Age 272 Chapter 15: The Global Marketplace 294 Chapter 16: Marketing and Society: Social Responsibility and Marketing Ethics 316 Video Case Notes 335 Chapter 1 Marketing: Managing Profitable Customer Relationships Previewing the Concepts—Chapter Objectives Define marketing and outline the steps in the marketing process. 2. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. 3. Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 4. Discuss customer relationship management and strategies for building lasting customer relationships. 5. Describe the major trends and forces that are changing the marketing landscape in this new age of relationships. Just the Basics Chapter Overview Marketing is all about customer relationships—profitable customer relationships. Whether your company sells expensive