當(dāng)代國(guó)際商務(wù)英語(yǔ)教程

內(nèi)容概要

本書內(nèi)容選自美國(guó)最新商務(wù)資料，試圖從心理學(xué)、社會(huì)學(xué)等多角度分析商務(wù)活動(dòng)中的市場(chǎng)、銷售、消費(fèi)等行為。每課附有注釋、練習(xí)、補(bǔ)充閱讀材料，既可供本科高年級(jí)學(xué)生作為專業(yè)課教材使用，亦可作為具備英語(yǔ)四級(jí)以上水平的在校生或商界人士的自學(xué)材料。相信本書有助于全面提高讀者的商務(wù)英語(yǔ)水平。全書共課，每課均有課文、注釋、練習(xí)、補(bǔ)充閱讀材料幾部分組成。其中注釋部分既有專業(yè)概念，也有超過(guò)四級(jí)水平的日常詞匯。

書籍目錄

Section one Understanding Marketing(1) 1.What Is Marketing? 2.Marketing Goals 3.Marketing Strategies 4.Mardeting Mix 5.Why Marketing? 6.Marketing Information System 7.Market Selections and Brand Leading Section Two Understanding Marketing (2) 8.Social Exchange Theory in Marketing 9.International Marketing 10.Promotion 11.Price(1) 12.Price(2) 13.Segmentations 14.Segmentations & PositioningSection Three Sale and Sale Force 15.The Selling Process  16.Distribution Channels 17.Distribution 18.The Structure of the Sales Force 19.Salespeople 20.Sales Force Management 21.Recruiting and Selecting Salespeople 22.Motivation of Salesperson 23.Evaluation of PerformanceSection Four Understanding Consumer 24.Consumer Behavior  25.Models of Consumer Behavior   26.Family Decision Making 27.Fundamentals of Consumption 28.Organizational Buying Behavior Versus Consumer Behavior 29.Characteristics of the Social ActorsSection Five Information,Communication,and Advertising 30.Information Processing 31.Information Management 32.Quantity and Quality 33.Communications Models 34.Classical Communication Model:SMMR 35.New Product Strategy 36.The Brand Development Process 37.Product and Brand Competitive Strategies 38.The Research Process 39.Introduction to Advertising 40.Advertising Management 41.Advertising and Society

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