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Section One Understanding Marketing(1) 1

1．What Is Marketing? 1

2．Marketing Goals 9

3．Marketing Strategies 16

4．Marketing Mix 24

5．Why Marketing? 30

6．Marketing Information System 37

7．Market Selections and Brand Leading 45

Section Two Understanding Marketing(2) 51

8．Social Exchange Theory in Marketing 51

9．International Marketing 58

10．Promotion 67

11．Price(1) 76

12．Price(2) 85

13．Segmentations 92

14．Segmentations Positioning 100

Section Three Sale and Sale Force 108

15．The Selling Process 108

16．Distribution Channels 118

17．Distribution 125

18．The Structure of the Sales Force 134

19．Salespeople 140

20．Sales Force Management 147

21．Recruiting and Selecting Salespeople 153

22．Motivation of Salesperson 161

23．Evaluation of Performance 169

Section Four Understanding Consumer 175

24．Consumer Behavior 175

25．Models of Consumer Behavior 183

26．Family Decision Making 191

27．Fundamentals of Consumption 199

28．Organizational Buying Behavior Versus Consumer Behavior 208

29．Characteristics of the Social Actors 217

30．Information Processing 224

Section Five Information,Communication,and Advertising 224

31．Information Management 233

32．Quantity and Quality 241

33．Communications Models 249

34．Classical Communication Model:SMMR 256

35．New Product Strategy 264

36．The Brand Development Process 272

37．Product and Brand Competitive Strategies 279

38．The Research Process 287

39．Introduction to Advertising 297

40．Advertising Management 305

41.Advertising and Society 314