Unit l Introduction 1.0 0verview 1.1 What Is Marketing All About? 1.1.1 The Concept of Exchange Exercises 1.2 Definitions of International Marketing 1.2.1 The Origins of Marketing Exercises Ⅰ 1.3 The Importance of Marketing 1.4 Why Should You Study Marketing? Exercises Ⅱ Unit 2 Consumer and Markets 2.O 0verview 2.1 The Decision—making Process 2.1.1 Problem 2.1.2 Search 2.1.3 Evaluation 2.1.4 Decision 2.1.5 Post-purchase Evaluation Process 2.2 Purchasing Situations 2.2.1 Routine PS 2.2.2 Limited PS 2.2.3 Extended PS 2.2.4 The Importance of Purcha-sing Situations Exercises Ⅰ 2.3 Environmental Influence 2.3.1 Sociocultural Influence 2.3.2 Technological Influence 2.3.3 Economic and Competitive Influence 2.3.4 Political and Legal Influence 2.4 Psychological Influences--the Individual 2.4.1 Personality Influence 2.4.2 Perception Influence 2.4.3 Learning 2.4.4 Motivation 2.4.5 Attitudes 2.5 Sociocultural Influences--the Group 2.5.1 Social Class Influence 2.5.2 Culture and Subculture Influence 2.5.3 Reference Groups Influence 2.5.4 Family Influence Exercises Ⅱ Unit 3 New Product Development Strategies Unit 4 International Product Planning and Development Unit 5 Distribution Planning and Channels Unit 6 Business-to-Business Markets Unit 7 Service,Nonprofit Marketing and Society Unit 8 Advertising and Public Realations Unit 9 Personal Selling and Sales Management Unit 10 Internet Communications and New Media Unit 11 Direct Marketing ,Exhibitions and Trade Fairs Unit 12 Marketing and Society Unit 13 Marketing of Services Appendix Glossary
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