市场营销(第7版·双语教学版)/商务英语·工商管理双语教学教材系列

《市场营销》（第7版，双语教学版）摘自美国经典商学教材《商学导论》（Foundations of Business）的第一编“The Environment of Business”和第五编“Marketing”等内容，本书首先介绍商业环境和工商管理基础知识，然后详细地探讨了满足顾客需求相关的市场营销商业活动，讨论了营销组合，营销环境力量，以及组成营销组合的四个要素: 产品、定价、分销和促销。最后一章探讨社交媒体和电子商业。本书为双语教学版，对文中的各级标题和关键术语作了中文注释。全新版本的《市场营销》，紧跟时代脚步，透视市场变化，向读者展现这个时代极富前瞻性的企业案例，带领读者更新市场思维、适应业态迭代，成为更专业更智慧的商业人士。

威廉·普赖德（William M. Pride），得克萨斯农工大学梅斯商学院市场营销学教授，路易斯安那州立大学博士学位，长期为商学院的本科生、研究生以及高层管理者授课。普赖德博士还是美国营销协会、营销科学学院、营销进步协会和营销管理协会的成员，获“市场营销研究员奖”和“市场营销创新奖”两项终身成就奖。 罗伯特·休斯（Robert J. Hughes），在理查德布兰德学院教授《商学导论》课程已超过35年，是一位经验丰富的商学教育专家，致力于商业管理、市场营销和企业战略的教学与研究，曾获得理查德布兰德学院三次“卓越教学奖”。 杰克·卡普尔（Jack R. Kapoor），杜佩奇学院担任商学与经济学教授，教授课程包括《商学导论》《市场营销》《管理学》《经济学》和《个人理财》。他曾在伊利诺伊理工大学斯图尔特管理学院、旧金山州立大学世界商学院等学院任教。主要研究方向包括财务管理、会计学和企业金融。 孔小磊，博士，浙江财经大学管理学院讲师，曾在美国托莱多大学访学并多次前往境外交流，为本硕留学生授课，具有丰富国际教学经验。参与国家自然科学基金、社会科学基金等省部级以上项目5项，主持和参与横向项目8项，出版著作两部，发表期刊论文10余篇。

Acknowledgments? xiii About the Authors? xiv Chapter 1:?Exploring the World of Business and Economics? 2 ?Inside Business:?Tesla Races Ahead of the Competition? 3 1-1 Your Future in the Changing World of Business? 4 1-1a Why Study Business?? 5 Exploring Careers:?Gen Z Seeks Workplace Diversity? 6 1-1b Special Note to Business Students? 8 1-2 Business: A Definition? 9 1-2a The Organized Effort of Individuals? 9 1-2b Satisfying Needs ?10 1-2c Business Profit? 11 1-3 Types of Economic Systems? 12 Entrepreneurial Success:?The Next Wave of Entrepreneurs Is Here? 14 1-3a Capitalism? 14 1-3b Capitalism in the United States? 15 1-3c Command Economies? 17 1-4 Measuring Economic Performance? 18 1-4a The Importance of Productivity in the Global Marketplace? 18 1-4b The Nation’s Gross Domestic Product? 19 1-4c Other Important Economic Indicators That Measure a Nation’s Economy? 20 1-5 The Business Cycle? 20 1-6 Types of Competition? 22 1-6a Perfect Competition? 23 1-6b Monopolistic Competition? 24 1-6c Oligopoly? 25 1-6d Monopoly? 25 1-7 American Business Today? 26 1-7a Early Business Development? 26 1-7b Business Development in the 1900s? 27 1-7c A New Century: 2000 and Beyond? 28 1-7d The Current Business Environment ?28 Technology and Innovation:?Today’s Biggest Tech Trends? 30 1-7e The Challenges Ahead? 31 Summary? 32 Key Terms? 33 Discussion Questions? 33 Case 1:?The Keys to Zoom’s Success? 34 Building Skills for Career Success? 35 Chapter 2:?Ethics and Social Responsibility in Business? 36 ?Inside Business:?Marketing Tactics at Purdue Fueled the Opioid Crisis? 37 2-1 Business Ethics Defined? 38 2-2 Ethical Issues in Business? 38 2-2a Fairness and Honesty? 38 2-2b Organizational Relationships? 39 2-2c Conflicts of Interest? 40 2-2d Communications? 41 Entrepreneurial Success:?Building a Healthy Relationship with Social Media? 41 2-3 Factors Affecting Ethical Behavior? 42 2-3a Individual Factors Affecting Ethics? 42 2-3b Social Factors Affecting Ethics? 42 2-3c Opportunity as a Factor Affecting Ethics? 43 2-4 Encouraging Ethical Behavior? 43 2-4a Government’s Role in Encouraging Ethics? 43 2-4b Trade Associations’ Role in Encouraging Ethics? 44 2-4c Individual Companies’ Role in Encouraging Ethics? 44 Exploring Careers:?The Rise of the Chief Ethics Officer? 46 2-5 Social Responsibility? 47 2-5a The Evolution of Social Responsibility in Business? 48 2-5b Two Views of Social Responsibility? 49 2-5c The Pros and Cons of Social Responsibility? 50 2-6 Public Responsibilities of Business? 51 2-6a Consumerism? 51 Ethics and Social Responsibility:?Google Sued for Antitrust Violations? 52 2-6b Public Health? 53 2-7 Responsibilities to Employees ?55 2-7a?Affirmative Action Programs? 55 2-7b?Training Programs for the Hard-Core Unemployed? 56 2-7c?Programs to Reduce Sexual Harassment and Abusive Behavior? 57 2-8?Responsibilities to the Environment? 58 2-8a?Environmental Issues? 58 2-8b?Effects of Environmental Legislation? 59 2-8c?Business Response to Environmental Concerns ?60 Sustaining the Planet:?Is Sustainability Profitable?? 61 2-9?Implementing a Program of Social Responsibility? 62 2-9a Commitment of Top Executives? 62 2-9b?Planning? 62 2-9c?Appointment of a Director? 62 2-9d?The Social Audit? 63 Summary? 63 Key Terms? 64 Discussion Questions? 64 Case 2:?Inside Whole Trade at Whole Foods? 65 Building Skills for Career Success? 65 Chapter 3:?Global Business? 67 Inside Business:?Starbucks Goes Global for Growth? 68 Entrepreneurial Success:?Alibaba Provides Guidance to Help Entrepreneurs? 69 3-1?The Basis for International Business? 69 3-1a?Absolute and Comparative Advantage? 69 3-1b?Exporting and Importing? 70 3-1c?Balance of Trade? 70 3-1d?The Economic Outlook for Trade ? 73 Technology and Innovation:?Spotify Makes a Play for Global Dominance? 75 3-2?Methods of Entering International Business ?76 3-2a?Exporting? 76 3-2b?Licensing and Franchising? 78 3-2c?Contract Manufacturing? 79 3-2d?Joint Ventures and Alliances? 79 3-2e?Direct Investment? 80 3-2f?Multinational Firms? 80 Sustaining the Planet:?IKEA Opens Its First Second-Hand Store? 81 3-3?International Business Challenges? 81 3-3a?Trade Restrictions? 81 3-3b?Economic Challenges? 84 Ethics and Social Responsibility:?Opening the Gates to Digital Payments? 85 3-3c?Legal and Political Climate? 85 3-3d?Social and Cultural Barriers? 85 3-4?Facilitators of International Trade ? 86 3-4a?The General Agreement on Tariffs and Trade and the World Trade Organization?86 3-4b?International Trade Agreements and Alliances? 86 3-5?Sources of Export Assistance? 89 3-6?Financing International Business? 90 3-6a?The Export-Import Bank of the United States? 90 3-6b?The World Bank? 91 3-6c?The International Monetary Fund? 91 Summary? 92 Key Terms? 93 Discussion Questions? 93 Case 3:?Honda’s Strategy Is Electrifying? 93 Building Skills for Career Success? 94 Running a Business: Let’s Go Get a Graeter’s!? 96 Building a Business Plan? 97 Chapter 4:?Building Customer Relationships Through Effective Marketing? 101 Inside Business:?Netflix Tops the Competition in Customer Retention? 102 4-1?Managing Customer Relationships? 103 Sustaining the Planet:?Customer Feedback Pushes Native to Go Plastic-Free? 104 4-2?Utility: The Value Added by Marketing? 105 4-3?The Marketing Concept? 106 4-3a?Evolution of the Marketing Concept? 106 4-3b?Implementing the Marketing Concept? 107 4-4?Markets and Their Classification? 108 4-5?Developing Marketing Strategies? 108 4-5a?Target Market Selection and Evaluation? 108 4-5b?Creating a Marketing Mix? 111 4-6?Marketing Strategy and the Marketing Environment? 113 4-7?Developing a Marketing Plan? 114 4-8?Market Measurement and Sales Forecasting? 115 4-9?Marketing Information? 115 4-9a?Collecting and Analyzing Marketing Information? 115 Exploring Careers:?Trend Alert: Market Research Analysts Are in High Demand? 116 Technology and Innovation:?TikTok Uses AI and Big Data to Keep Users Coming Back for More? 117 4-9b?Marketing Research? 118 Ethics and Social Responsibility:?Marketers Must Embrace Data Ethics? 120 4-10?Types of Buying Behavior? 120 4-10a?Consumer Buying Behavior? 120 4-10b?Business Buying Behavior? 122 Summary? 122 Key Terms? 124 Discussion Questions? 124 Case 4:?Starbucks Brews Customer Satisfaction? 124 Building Skills for Career Success? 125 Chapter 5:?Creating and Pricing Products That Satisfy Customers? 127 Inside Business:?Petco Rebrand Focuses on Pet Health and Wellness? 128 5-1?Classification of Products? 129 5-1a?Consumer Product Classifications? 129 5-1b?Business Product Classifications? 130 5-2?The Product Life Cycle? 131 5-2a?Stages of the Product Life Cycle? 131 Sustaining the Planet:?Consumers Go Flexitarian with Fake Meat? 132 5-2b?Using the Product Life Cycle? 134 5-3?Product Line and Product Mix? 134 5-4?Managing the Product Mix? 134 5-4a?Managing Existing Products? 135 Exploring Careers:?Are You Ready for a Career in Product Management?? 136 5-4b?Deleting Products? 136 5-4c?Developing New Products? 137 Technology and Innovation:?High-Tech Is High Fashion? 139 5-4d?Why Do Products Fail?? 139 5-5?Branding, Packaging, and Labeling? 140 5-5a?What Is a Brand?? 140 5-5b?Types of Brands? 140 5-5c?Benefits of Branding? 141 5-5d?Choosing and Protecting a Brand? 142 5-5e?Branding Strategies? 143 5-5f?Brand Extensions? 143 5-5g?Packaging? 143 5-5h?Labeling? 145 5-6?Pricing Products? 145 5-6a?The Meaning and Use of Price? 145 5-6b?Price and Non-Price Competition? 146 Ethics and Social Responsibility:?Companies Rebrand to Be More Sensitive? 147 5-6c?Buyers’ Perceptions of Price? 147 5-7?Pricing Objectives? 147 5-7a?Survival? 148 5-7b?Profit Maximization? 148 5-7c?Target Return on Investment? 148 5-7d?Market-Share Goals? 148 5-7e?Status-Quo Pricing? 148 5-8?Pricing Methods? 149 5-8a?Cost-Based Pricing? 149 5-8b?Demand-Based Pricing? 150 5-8c?Competition-Based Pricing? 151 5-9?Pricing Strategies? 151 5-9a?New-Product Pricing? 151 5-9b?Differential Pricing? 152 5-9c?Psychological Pricing? 153 5-9d?Product-Line Pricing? 154 5-9e?Promotional Pricing? 154 5-10?Pricing Business Products? 155 5-10a?Geographic Pricing? 155 5-10b?Transfer Pricing? 155 5-10c?Discounting? 155 Summary? 156 Key Terms? 158 Discussion Questions? 158 Case 5:?Shinola Is One to Watch? 159 Building Skills for Career Success? 159 Chapter 6:?Distributing and Promoting Products? 161 Inside Business:?Walmart Brings Its Buying Teams Together? 162 6-1?Distribution Channels and Market Coverage? 163 6-1a?Commonly Used Distribution Channels? 163 6-1b?Level of Market Coverage? 165 6-2?Partnering Through Supply Chain Management? 165 Sustaining the Planet:?Millennials Take a Shining to Ethically Sourced Diamonds?166 6-3?Marketing Intermediaries: Wholesalers? 166 6-3a?Wholesalers Provide Services to Retailers and Manufacturers? 167 6-3b?Types of Wholesalers? 167 6-4?Marketing Intermediaries: Retailers? 168 6-4a?Online and Multichannel Retailing? 168 6-4b?Types of Retail Stores? 169 6-4c?Types of Shopping Centers? 171 6-4d?Nonstore Retailing? 172 6-5?Logistics? 174 Technology and Innovation:?Drone Delivery Takes Off? 174 6-5a?Inventory Management? 175 6-5b?Order Processing? 175 6-5c?Warehousing? 175 6-5d?Materials Handling? 176 6-5e?Transportation? 176 6-6?What Is Integrated Marketing Communications?? 177 6-7?The Promotion Mix: An Overview? 178 6-8?Advertising? 179 6-8a?Types of Advertising by Purpose? 179 6-8b?Major Steps in Developing an Advertising Campaign? 180 6-8c?Advertising Agencies? 182 Exploring Careers:?How to Land a Job in an Advertising Agency? 183 6-8d?Social and Legal Considerations in Advertising? 183 6-9?Personal Selling? 184 6-9a Kinds of Salespersons? 184 6-9b?The Personal-Selling Process? 185 6-9c?Major Sales Management Tasks? 186 6-10?Sales Promotion? 186 6-10a?Sales Promotion Objectives? 186 6-10b?Sales Promotion Methods? 187 6-10c?Selection of Sales Promotion Methods? 188 6-11?Public Relations? 188 6-11a?Types of Public Relations Tools? 188 Entrepreneurial Success:?Inside BODEN, an Award-Winning, Latina-Owned PR Company ?189 6-11b?Uses of Public Relations? 190 Summary? 190 Key Terms? 192 Discussion Questions? 192 Case 6:?Casper Thinks Inside the Box? 192 Building Skills for Career Success? 193 Running a Business: Graeter’s Is “Synonymous with Ice Cream”? 195 Building a Business Plan? 196 Chapter 7:?Exploring Social Media and e-Business? 199 Inside Business:?Netflix Tops the Competition in Customer Retention ? 200 7-1?Why Is Social Media Important?? 201 7-1a?What Is Social Media and How Popular Is It?? 201 7-1b?Why Businesses Use Social Media? 201 7-2?Social Media Tools for Business Use? 203 7-2a?Business Use of Blogs? 203 Exploring Careers:?HBO Max Interns Rock TikTok? 204 7-2b?Photos, Videos, and Podcasts? 204 7-2c?Social Media Ratings? 205 7-3?Achieving Business Objectives Through Social Media? 206 7-3a?Social Media Communities? 206 7-3b?Crisis and Reputation Management? 207 7-3c?Listening to Stakeholders? 208 Technology and Innovation:?VW’s April Fools’ Day Prank Backfires? 208 7-3d?Targeting Customers? 209 7-3e?Social Media Marketing for Consumers? 209 7-3f?Social Media Marketing for Other Businesses? 210 7-3g?Generating New Product Ideas? 211 7-3h?Recruiting Employees ?212 7-4?Developing a Social Media Plan? 212 7-4a?Steps to Build a Social Media Plan? 212 7-4b?Measuring and Adapting a Social Media Plan? 214 7-4c?The Cost of Maintaining a Social Media Plan? 216 7-5?Defining e-Business? 216 7-5a?Organizing e-Business Resources? 217 7-5b?Satisfying Needs Online? 217 Entrepreneurial Success:?Why Small Businesses Like Shopify? 218 7-5c?Creating e-Business Profit? 219 7-6?Fundamental Models of e-Business? 220 7-6a?Business-to-Business (B2B) Model? 220 7-6b?Business-to-Consumer (B2C) Model? 221 7-7?The Future of the Internet, Social Media, and e-Business? 222 7-7a?Internet Growth Potential? 222 7-7b?Ethical and Legal Concerns? 223 Ethics and Social Responsibility:?California Ups the Ante on Privacy Protection?224 7-7c?Future Challenges for Computer Technology, Social Media, and e-Business? 225 Summary? 226 Key Terms? 228 Discussion Questions? 228 Case 7:?Target’s Big Bet on Digital? 228 Building Skills for Career Success? 229 Endnotes? 231 Glossary? 237