市场营销英语(新版剑桥实用专业英语)
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作者编者:(英)凯特·法拉尔//玛丽安娜·林斯利|责编:徐向娟
出版社商务印书馆
ISBN9787100183246
出版时间2020-06
装帧平装
开本其他
定价68元
货号30895520
上书时间2024-05-29
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商品简介
《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。
作者简介
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。
目录
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
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos 94
A Types of logo
B Logo design
C Typeface
45 Materials and containers 96
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 100
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship 102
A Sponsorship
B Types of sponsorship
C Word combinations with ‘sponsor’
49 Crisis communication 104
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging 106
A Blogging basics
B Blogs as a marketing tool
Appendices 108
Answer key 120
Index 132
Acknowledgements 143
内容摘要
《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。本书最后附有练习题答案和索引，供读者自我检测和深入学习。
主编推荐这是一本既可做自学材料，也可做课堂学习的专业英语书。它能帮助你迅速熟悉和学习在商务环境下有关市场营销英语的词汇和表达。
【内容简介】
精彩内容
IntroductionWhoisthisbookfor?ProfessionalEnglishinUseMarketingpresentsthevocabularyandexpressionsrequiredtospeakaboutmarketingandrelatedfields.ItisdesignedtohelpthosewhoworkinmarketingandneedtouseEnglish.ItwillalsohelpmarketingstudentspreparingfortheirfirstcontactswithEnglishspeakersorstudyingforexamsinEnglish.Thelevelofthebookisintermediatetoupper-intermediate.Thisbookassumesyouknow,orareintheprocessoflearningfromyourmarketingcourse,commonmarketingandcommunicationconcepts(suchasthemarketingmixandtargeting).Ourfocusisonthewordsthatareoftenusedbyprofessionalswhentalkingandwritingaboutmarketing(suchascoretargetandfocusgroups)andonEnglishwordswhicharegivenaspecialmeaninginmarketing(suchasbuzzandloyalty).Everyunitusesauthenticsources,includingmarketingforums,companywebsites,articlesfromthetradepress,marketingblogs,marketingpresentations,andcasestudies.Youcanusethebookonyourownforself-study,orwithateacherintheclassroom,oneto-oneoringroups.Howisthebookorganized?Thebookhas50two-pagethematicunits.TheunitsaredividedintotensectionswhichcovertopicssuchasProduct,PriceandPlace.Thefirstsection,Marketingbasics,introducesessentialmarketingvocabularyandconceptswhichyouwillneedtotacklethemorespecializedunitslaterinthebook.Theleft-handpageofeachunitexplainsnewwordsandexpressionsandshowshowthevocabularyisusedinrealcontexts.Theright-handpageallowsyoutocheckanddevelopyourunderstandingofthenewlanguageandhowitisused,throughaseriesofexercises.Thereiscross-referencingbetweenunitstohelpyoudevelopyourvocabulary.Therearetwelveappendices,coveringexamplesofconfusingwords,preparingamarketingplan,talkingaboutnumbers,describingbrandvalues,marketsegments,indirectdistributionmethods,advertisingtechniques,TVandradiodaypartsandprogrammes,typesofout-of-homeadvertising,typesofmagazine,anewspaperratecard,andmailshotitems.Thereisananswerkeyatthebackofthebook.Mostoftheexerciseshavequestionswithonlyonecorrectanswer.Butsomeoftheexercises,includingtheOvertoyouactivitiesattheendofeachunit(seeopposite),aredesignedforwritingand/ordiscussion.Thereisalsoanindex,whichlistsallthenewwordsandexpressionspresentedinthebookandgivestheunitnumberswheretheyappear.Italsoindicateshowthetermsarepronounced.Theleft-handpageThispagepresentsthekeyvocabularyinboldtypefaceforeachthemeorskillsarea.Thelanguageisintroducedinaseriesofshorttexts,dialogues,diagramsandtables.Manyvocabularyitemsareillustrated.Eachunithassectionsindicatedbyaletter–usuallyA,BandC–andacleartitle.Inadditiontovocabularyexplanations,thispageincludesinformationabouttypicalcollocations(wordcombinations)andregister(formalandinformallanguage).Therearealsonotesonlanguagepoints,forexamplewhereaparticulargrammaticalformisassociatedwithaword,orwherethesamewordmayhavedifferentuses.Theright-handpageTheexercisesontheright-handpageallowyoutocheckyourunderstandingandgiveyoupracticeinusingthewordsandexpressionspresentedontheleft-handpage.Thereareavarietyofexercisesincludingcrosswords,shorttexts,gapfills,matchingexercises,andtablestocomplete.‘Overtoyou’sectionsAnimportantfeatureofProfessionalEnglishinUseMarketingistheOvertoyousectionattheendofeachunit.Thisisyouropportunitytoputintopracticethewordsandexpressionsintheunitbyrelatingittoyourprofessionalsituation,studiesoropinions.Howtousethebookforself-studyWesuggestalllearnersstartwiththeMarketingbasicssection.Learnerscanthenworksystematicallythroughthebookorpicktopicsthatinterestthemfromthecontentspage.Readthroughthetextsontheleft-handpage.Ifyoumeetwordswhichyouconsiderimportantandwhicharenotexplained
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