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¥ 43.09 6.3折 ¥ 68 全新
库存8件
作者Cate Farrall
出版社商务印书馆
ISBN9787100183246
出版时间2020-05
装帧平装
开本其他
定价68元
货号28970192
上书时间2024-10-19
《新版剑桥实用专业英语:市场营销英语(附答案)》内容涵盖市场营销理论、市场调研、产品、定位与品牌建立、人员、价格、渠道、促销、包装以及公共关系等商务主题。每个单元都有关键词和表达方式的详解以及练习,供学习者检查和进一步理解所学到的知识。每个单元还设计了“请你参与”部分,为学习者提供情境模拟的机会。本书*后附有练习题答案和索引,供读者自我检测和深入学习。
《新版剑桥实用专业英语:市场营销英语(附答案)》内容涵盖市场营销理论、市场调研、产品、定位与品牌建立、人员、价格、渠道、促销、包装以及公共关系等商务主题。每个单元都有关键词和表达方式的详解以及练习,供学习者检查和进一步理解所学到的知识。每个单元还设计了“请你参与”部分,为学习者提供情境模拟的机会。本书*后附有练习题答案和索引,供读者自我检测和深入学习。
特•法拉尔具有多年的市场营销从业经验和英语教学实践经验。
玛丽安娜•林斯利是一个经验丰富的商务英语教师。
INTRODUCTION 6
MARKETING BASICS
1 The marketing mix 1 8
A The Ps
B Marketing a new product
2 The marketing mix 2 10
A The four Cs, As and Os
B AIDA
3 SWOT analysis 12
A SWOT analysis
B SWOT and marketing strategy
4 Marketing strategy and the marketing plan 14
A Marketing strategy vs. marketing plan
B Developing the marketing plan
5 Marketing ethics 16
A Social marketing
B Corporate social responsibility (CSR)
6 The market environment 18
A The micro environment
B The macro environment: STEP analysis
7 Legal aspects of marketing 20
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
8 Research 1 22
A Types of research
B Research methodology
9 Research 2 24
A Describing survey results
B Understanding trends and changes
PRODUCT
10 New product 26
development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
11 New product 28
development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
12 Brainstorming 30
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
13 Product and service types 32
A Product types
B Word combinations with ‘goods’ and ‘products’
C Types of service
14 Product life cycles 34
A The Boston Consulting Group Matrix
B Inside the Boston Box
15 Selling products and services 36
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
16 Branding 1 38
A What is a brand?
B Branding
C Word combinations with ‘brand’
17 Branding 2 40
A Brand platform
B Brand management
C Brand strategy
D More word combinations with ‘brand’
18 Brand values 42
A Common brand values
B Describing brand values
PEOPLE – CUSTOMERS AND STAFF
19 Market segmentation 44
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behavior 46
A Maslow’s Hierarchy of Needs
B Consumer Life Cycle (CLC)
C Purchasing behaviour
21 Loyalty programmes 48
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing 50
A What is motivation marketing?
B Staff incentive schemes
C Incentives: travel and events
23 Customer Relationship Management 52
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget 54
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
25 Price 56
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain 58
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising 60
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film, book and music merchandising
28 Trade shows 62
A Why use trade shows?
B Organizing an event
29 Telemarketing 64
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order 66
A The online shopping experience
B Mail order and the ordering process
31 Personal selling 68
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above, below and through the line 70
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy 72
A Media strategy
B Media planning
C Media buying
34 TV and radio 74
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising 76
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press 78
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents 80
A Design
B Preparing to print
C The print job
38 Branded content 82
A History of branded content
B Types of branded content
C Efficiency
39 The internet 84
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing 86
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays 88
A Sales promotions
B Point of purchase (POP) or point of sale (POS) displays
42 Direct mail and email 90
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling 92
A History of street marketing
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