劍橋市場營銷英語

定　價：￥55.00

作　者：	（英）法拉爾，林斯利著
出版社：	人民郵電出版社
叢編項：
標　簽：	其它行業(yè)外語

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ISBN：	9787115221155	出版時間：	2010-01-01	包裝：	平裝
開本：	16開	頁數：	144	字數：

內容簡介

　　《劍橋市場營銷英語》專為市場營銷從業(yè)人員以及相關專業(yè)中級或中高級英語學習者用以擴充和提高市場營銷詞匯與知識編寫?！秳蚴袌鰻I銷英語》可作為自學材料，也可以作為班級共同學習的課本，既可一對一來學習，還可以學習小組的形式來學習?！秳蚴袌鰻I銷英語》由50個雙頁主題單元組成，包括10個部分，涵蓋市場營銷基礎理論、市場調研、產品、定位與品牌建立、人員、價格、渠道、促銷、包裝以及公共關系等方面。每一個單元的左手邊頁，詳細解釋了關鍵詞和表達方式；右手邊頁的一系列練習則幫助學習者檢查和進一步理解所學到的知識。在單元和單元的銜接處還設有“交叉知識考察點”，來講解同一單詞及近義詞在不同背景下的不同意義和用法。每一單元都設計有“請你參與”部分。這為每一位學習者提供了情境模擬的機會，可以將學習到的新詞匯表達法用到自己相關的市場營銷領域去，因而對新知識可以更好地消化和吸收?！秳蚴袌鰻I銷英語》的后面還附有練習答案和索引。

作者簡介

暫缺《劍橋市場營銷英語》作者簡介

圖書目錄

INTRODUCTION
MARKETING BASICS
1 The marketing mix 1
A The Ps
B Marketing a new product
2 The marketing mix 2
A The four Cs， As and Os
B AIDA
3 SWOT analysis
A SWOT analysis
B SWOT and marketing strategy
4 Marketing strategy and the marketing plan
A Marketing strategy vs. marketing plan
B Developing the marketing plan
5 Marketing ethics
A Social marketing
B Corporate social responsibility (CSR)
6 The market environment
A The micro environment
B The macro environment： STEP analysis
7 Legal aspects of marketing
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
8 Research 1
A Types of research
B Research methodology
9 Research 2
A Describing survey results
B Understanding trends and changes
PRODUCT
10 New product development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
11 New product development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
12 Brainstorming
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
13 Product and service types
A Product types
B Word combinations with goods andproducts
C Types of service
14 Product life cycles
A The Boston Consulting Group Matrix
B Inside the Boston Box
15 Selling products and services
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
16 Branding 1
A What is a brand?
B Branding
C Word combinations with brand
17 Branding 2
A Brand platform
B Brand management
C Brand strategy
D More word combinations with brand
18 Brand values
A Common brand values
B Describing brand values
PEOPLE-CUSTOMERS AND STAFF
19 Market segmentation
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behaviour
A Maslows Hierarchy of Needs
B Consumer Life Cycle (CLC)
C Purchasing behaviour
21 Loyalty programmes
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing
A What is motivation marketing?
B Staff incentive schemes
C Incentives： travel and events
23 Customer Relationship Management
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
25 Price
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film， book and music merchandising
28 Trade shows
A Why use trade shows?
B Organizing an event
29 Telemarketing
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order
A The online shopping experience
B Mail order and the ordering process
31 Personal selling
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above， below and through the line
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy
A Media strategy
B Media planning
C Media buying
34 TV and radio
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents
A Design
B Preparing to print
C The print job
38 Branded content
A History of branded content
B Types of branded content
C Efficiency
39 The internet
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays
A Sales promotions
B Point of purchase (POP) or point of sale (POS) displays
42 Direct mail and email
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos
A Types of logo
B Logo design
C Typeface
45 Materials and containers
A Describing packaging
PUBLIC RELATIONS
46 Corporate communications 98
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
47 Public relations and lobbying
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship
A Sponsorship
B Types of sponsorship
C Word combinations with sponsor
49 Crisis communication
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging
A Blogging basics
B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements