市場營銷專業(yè)英語

內(nèi)容概要

　　
本書以市場營銷業(yè)務(wù)流程為導(dǎo)向，選取流程中關(guān)鍵的環(huán)節(jié)如STP戰(zhàn)略、消費者行為分析、產(chǎn)品與品牌管理、渠道設(shè)計、定價技巧、銷售技巧、廣告策劃和網(wǎng)絡(luò)營銷的最新進展等內(nèi)容，精選難易適中的英語材料，針對每個環(huán)節(jié)設(shè)計了相應(yīng)的情景，通過工作語言閱讀、小案例分析、情景對話、角色扮演、實操演練和語言點練習(xí)等靈活多樣的形式，突出營銷的操作性和語言的實用性，強調(diào)英語作為溝通工具在營銷全程的運用。
讀者對象：適用于應(yīng)用型本科、高職院校市場營銷專業(yè)學(xué)生和開設(shè)營銷課程的管理類專業(yè)學(xué)生，也可作為職業(yè)營銷人員提升工作語言能力的參考書。

書籍目錄

Contents
Unit 1 Developing Marketing ＆ Corporate
Strategies
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 2 Understanding Marketing Environment and
Consumers
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 3 Marketing Research
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 4 Identifying Market Segments and Targets
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 5 Managing Products and Brands
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Models
　Practical Training
Unit 6 Channels of Distribution
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 7 Setting the Right Price
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 8 Sales Promotion ＆ Personal Selling
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 9 Advertising and Public Relations
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Promotional tool
　How it is being used
　Advertising
　Personal Selling
　Sales Promotion
　Public Relations
　Further Reading
　Practical Training
Unit 10 Internet Marketing
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training

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