Principles of Marketing

Author: Ma Desheng
Publisher:
Publish Date: 2003-05-03
Features: This book is a planned teaching material for higher vocational and technical colleges under the Ministry of Education. It is written according to the "Talent Cultivation Objectives and Basic Specifications for Marketing Majors in Higher Vocational and Technical Education." Tailored to the characteristics of higher vocational and technical education, the book presents theoretical explanations in an accessible manner, supplemented with examples to highlight practicality and strengthen students' hands-on skills. In terms of structure, each chapter begins with learning objectives and concludes with summaries, review questions, and practical training projects. This book is suitable for marketing majors in higher vocational and technical colleges, adult education institutions, and other business and management-related programs. It can also serve as a reference for professionals in the marketing field.
Based on the concept of commodity bodies, this book focuses on commodity quality and variety, comprising 12 chapters that systematically elaborate on the research objects and tasks of commodity studies, commodity classification, commodity quality, commodity variety, the characteristics of food commodities, industrial commodity characteristics, textile commodity characteristics, commodity standards, commodity inspection, commodity packaging, commodity preservation, and issues related to commodities and resources and the environment. The book primarily examines the composition, structure, and properties of commodity bodies, as well as their closely related natural attributes, while appropriately expanding knowledge on tangible accessories such as commodity names, model numbers, product series, brand marks, barcodes, and usage instructions. It also emphasizes reflecting the latest achievements and advancements in this field, incorporating knowledge on commodity classification, in-store barcodes, commodity storage and transportation barcodes, packaging techniques, food preservation, and green commodities.