国际市场营销（第十六版）

小威廉·D·佩罗，北卡罗来纳大学教授，荣获领域内最负盛名的两项奖项：美国市场营销协会杰出教育家奖、美国市场营销协会杰出教育家奖。曾任《市场研究杂志》的编辑。约瑟夫·P·坎农，科罗拉多州立大学营销学教授。E·杰尔姆·麦卡锡，密歇根州立大学博士。
刘白玉，山东工商学院外国语学院教授。从事国际贸易及翻译18年，出访过英国、美国、加拿大等30多个国家。兼任中国国际贸易学会国际商务英语研究会副理事长、山东省对外经济学会国际商务英语专业委员会会长，山东大学、中国海洋大学兼职硕导，曲阜师范大学、临沂大学等15所大学特聘教授，山东省和广东省社科规划项目评审专家，2家学术期刊杂志编委。共在《中国翻译》《上海翻译》《中国科技翻译》等期刊发表论文97篇，出版专著、译著、教材67部，主持省级等课题16项，在全国及省级学术会议做主旨发言13次。刘夏青，山东工商学院副教授，博士生，商务英语系主任、商务英语翻译研究所所长，山东省对外经济学会商务英语专业委员会副会长兼秘书长。孙明玉，山东工商学院副教授、教材研究所所长。

1 Marketing’s Value to Consumers, Firms, and Society
2 Evaluating Opportunities in the Changing Market Environment
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Final Consumers and Their Buying Behavior
5 Business and Organizational Customers and Their Buying Behavior
6 Distribution Customer Service and Logistics
7 Retailers, Wholesalers, and Their Strategy Planning
8 Promotion—Introduction to Integrated Marketing Communications
9 Pricing Objectives and Policies
10 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Cases

Marketing’s Value to Consumers, Firms, and Society

When it’s time to roll out of bed in the morning, does the Spotify app on your Apple iPhone play your “Waking Up Happy” playlist, or is it your roommate blasting The Chainsmokers? Do you throw on your Nike Flyknit shoes and get in a short run before breakfast? Maybe not this morning. You slept in and now you barely have time to throw on your Levi’s jeans, shirt from Zara, and Vans shoes as you race off to class. You do need a quick bite at home before you go. Will it be a Chobani pineapple-flavored Greek yogurt and an Einstein’s bagel with Philadelphia Cream Cheese? Or maybe you grab a Chicken Apple Sausage breakfast sandwich at Caribou Coffee in the student union. If you hurry, your roommate can give you a ride to school in her new Ford Fiesta, although you could ride your Big Shot Fixie bike or take the bus that the city bought from Mercedes-Benz. So many choices.
When you think about it, you can’t get very far into a day without bumping into marketing?Dand what the whole marketing system does for you. It affects every aspect of our lives?Doften in ways we don’t even consider.
In other parts of the world, people wake up each day to different kinds of experiences. A family in rural Africa may have little choice about what food they will eat or where their clothing will come from. In some countries, economic decisions are largely made by government officials. But in the world’s most developed countries, consumers determine what’s on store shelves. If no one buys a particular color, size, or style, then companies stop producing it. So you may have trouble finding a Chicken Apple Sausage sandwich in Hangzhou, China, where the locals are more likely to join the line of people waiting at GanQiShi’s for steamed buns.
One brand found around the world is Nike. How has Nike become the choice for so many professional and casual athletes around the world? Is it the more than $1 billion N