内容提要 国际营销英语是现代国际营销领域的专业语言,也是专门用途英语的一个重要分支,其句法、词法、语体等方面均有特色。掌握现代国际营销英语是从事国际营销和研究专门用途英语的前提。刘法公等编著的《新世纪国际营销英语(高等院校商务英语系列教材)》向读者提供纯正的国际营销英语语料,配上口语训练题和书面语言练习题,让读者边学边练,逐步提高营销英语的国际沟通能力。读者在学习国际营销英语的同时也要掌握许多国际营销的理论和策略,了解营销学的精要,为将来从事国际营销及其有关工作打下英语技能和专业技能两个基础。《新世纪国际营销英语/高等院校商务英语系列教材》分13个单元,主要涉及“新产品开发策略”“国际产品规划与开发”“营销规划与渠道”“B2B市场”“服务、非盈利营销与社会”“广告宣传与公共关系”“人员推销与销售管理”“网上营销与新媒体”“直销、会展与交易会”“营销与社会”“服务营销”等内容。《新世纪国际营销英语/高等院校商务英语系列教材》适用于作高等院校商务英语专业、英语专业、国际营销专业、国际贸易专业、国际经济管理专业的课程教材,也是国际营销人员提高英语水平的重要参考书。 目录 Unit 1 Introduction1.0 Overview1.1 What Is Marketing All About?1.1.1 The Concept of ExchangeExercises1.2 Definitions of International Marketing1.2.1 The Origins of MarketingExercises1.3 The Importance of Marketing1.4 Why Should You Study Marketing?ExercisesUnit 2 Consumers and Markets2.0 Overview2.1 The Decision-Making Process2.1.1 Problem2.1.2 Search2.1.3 Evaluation2.1.4 Decision2.1.5 Post-Purchase EvaluatioProcess2.2 Purchasing Situations2.2.1 Routine PS2.2.2 Limited PS2.2.3 Extended PS2.2.4 The Importance of Purchasing SituationsExercises2.3 Environmental Influence2.3.1 Sociocultural Influence2.3.2 Technological Influence2.3.3 Economic and Competitive Influence2.3.4 Political and Legal Influence2.4 Psychological Influences——The Individual2.4.1 Personality Influence2.4.2 PerceptioInfluence2.4.3 Learning2.4.4 Motivation2.4.5 Attitudes2.5 Sociocultural Influences-The Group2.5.1 Social Class Influence……Unit 3 New Product Development StrategiesUnit 4 International Product Planning and DevelopmentUnit 5 DistributioPlanning and ChannelsUnit 6 Business-to-Business MarketsUnit 7 Service, Nonprofit Marketing and SocietyUnit 8 Advertising and Public RelationsUnit 9 Personal Selling and Sales ManagementUnit 10 Internet Communications and New MediaUnit 11 Direct Marketing, Exhibitions and Trade FairsUnit 12 Marketing and SocietyUnit 13 Marketing of ServicesAppendix Glossary 作者介绍
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