Automotive Marketing and Services

Author: Zeng Jian
Publisher:
Publish Date: 2005-03-01
Features: This book is compiled based on the "Teaching Plan for Automotive Majors" and the "Teaching Syllabus for Automotive Marketing and Service" issued by the Training and Employment Department of the Ministry of Labor and Social Security, and is intended for use in secondary vocational and technical schools. In response to the rapid development of China's automotive market, this book maintains the fundamental theories of automotive marketing and service while widely incorporating and referencing the latest marketing theories and service concepts from both domestic and international sources. It aligns with the practicalities of secondary vocational education and the characteristics of skill-based teaching. By introducing practical marketing experiences and sales skills, the book equips students with techniques and service concepts in automotive marketing and service, thereby enhancing their employability skills. The book is divided into nine chapters, covering the following main topics: Basic Knowledge of Marketing, Marketing Personnel Etiquette, the Automotive Industry and Market, Automotive Marketing Research and Market Forecasting, Vehicle Sales, Pricing, and Promotion Strategies, Automotive Marketing Human Resources, Consumer Automobiles, Automotive Maintenance Services, and the Procurement and Sales of Automotive Parts. Each chapter includes teaching objectives and exercises, and the appendix collects selected case studies for instructors' lectures and students' self-study. This book can also serve as a vocational training textbook. It is edited by Zeng Jian as the chief editor, with Cai Changwen as the deputy editor, and Huang Yinxiang and Lu Wei as contributors. Zeng Jian wrote Chapters 2 and 3; Cai Changwen wrote Chapters 5 and 9; Huang Yinxiang wrote Chapters 7 and 8; Lu Wei wrote Chapters , 4, and 6. Zhang Haijun reviewed the manuscript.