UnitlIntroduction

1.00verview

1.1WhatIsMarketingAllAbout?

1.1.1TheConceptofExchangeExercises

1.2DefinitionsofInternationalMarketing

1.2.1TheOriginsofMarketing

ExercisesⅠ

1.3TheImportanceofMarketing

1.4WhyShouldYouStudyMarketing?

ExercisesⅡ

Unit2ConsumerandMarkets

2.O0verview

2.1TheDecisionu2014makingProcess

2.1.1Problem

2.1.2Search

2.1.3Evaluation

2.1.4Decision

2.1.5Post-purchaseEvaluationProcess

2.2PurchasingSituations

2.2.1RoutinePS

2.2.2LimitedPS

2.2.3ExtendedPS

2.2.4TheImportanceofPurcha-singSituations

ExercisesⅠ

2.3EnvironmentalInfluence

2.3.1SocioculturalInfluence

2.3.2TechnologicalInfluence

2.3.3EconomicandCompetitiveInfluence

2.3.4PoliticalandLegalInfluence

2.4PsychologicalInfluences--theIndividual

2.4.1PersonalityInfluence

2.4.2PerceptionInfluence

2.4.3Learning

2.4.4Motivation

2.4.5Attitudes

2.5SocioculturalInfluences--theGroup

2.5.1SocialClassInfluence

2.5.2CultureandSubcultureInfluence

2.5.3ReferenceGroupsInfluence

2.5.4FamilyInfluence

ExercisesⅡ

Unit3NewProductDevelopmentStrategies

Unit4InternationalProductPlanningandDevelopment

Unit5DistributionPlanningandChannels

Unit6Business-to-BusinessMarkets

Unit7Service,NonprofitMarketingandSociety

Unit8AdvertisingandPublicRealations

Unit9PersonalSellingandSalesManagement

Unit10InternetCommunicationsandNewMedia

Unit11DirectMarketing,ExhibitionsandTradeFairs

Unit12MarketingandSociety

Unit13MarketingofServices

AppendixGlossary