《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。
關於作者：
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。
目錄：
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
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