剑桥市场营销英语
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作者(英)凯特·法拉尔//玛丽安娜·林斯利
出版社人民邮电
ISBN9787115221155
出版时间2010-01
装帧其他
开本其他
定价55元
货号11520157
上书时间2024-06-29
商品详情
- 品相描述：全新
- 商品描述
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目录
INTRODUCTION
MARKETING BASICS
1 The marketing mix 1
A The Ps
B Marketing a new product
2 The marketing mix 2
A The four Cs, As and Os
B AIDA
3 SWOT analysis
A SWOT analysis
B SWOT and marketing strategy
4 Marketing strategy and the marketing plan
A Marketing strategy vs. marketing plan
B Developing the marketing plan
5 Marketing ethics
A Social marketing
B Corporate social responsibility (CSR)
6 The market environment
A The micro environment
B The macro environment: STEP analysis
7 Legal aspects of marketing
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
8 Research 1
A Types of research
B Research methodology
9 Research 2
A Describing survey results
B Understanding trends and changes
PRODUCT
10 New product development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
11 New product development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
12 Brainstorming
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
13 Product and service types
A Product types
B Word combinations with 'goods' and'products'
C Types of service
14 Product life cycles
A The Boston Consulting Group Matrix
B Inside the Boston Box
15 Selling products and services
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
16 Branding 1
A What is a brand？
B Branding
C Word combinations with 'brand'
17 Branding 2
A Brand platform
B Brand management
C Brand strategy
D More word combinations with 'brand'
18 Brand values
A Common brand values
B Describing brand values
PEOPLE - CUSTOMERS AND STAFF
19 Market segmentation
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behaviour
A Maslow's Hierarchy of Needs
B Consumer Life Cycle (CLC)
C Purchasing behaviour
21 Loyalty programmes
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing
A What is motivation marketing?
B Staff incentive schemes
C Incentives: travel and events
23 Customer Relationship Management
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
25 Price
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film, book and music merchandising
28 Trade shows
A Why use trade shows?
B Organizing an event
29 Telemarketing
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order
A The online shopping experience
B Mail order and the ordering process
31 Personal selling
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above. below and through the line
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy
A Media strategy
B Media planning
C Media buying
34 TV and radio
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents
A Design
B Preparing to print
C The print job
38 Branded content
A History of branded content
B Types of branded content
C Efficiency
39 The internet
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays
A Sales promotions
B Point of purchase (POP) or point of sale (POS) displays
42 Direct mail and email
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos
A Types of logo
B Logo design
C Typeface
45 Materials and containers
A Describing packaging
PUBLIC RELATIONS
46 Corporate communications
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
47 Public relations and lobbying
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship
A Sponsorship
B Types of sponsorship
C Word combinations with 'sponsor'
49 Crisis communication
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging
A Blogging basics
B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements
内容摘要
本书专为市场营销从业人员以及相关专业中级或中高级英语学习者用以扩充和提高市场营销词汇与知识编写。本书可作为自学材料，也可以作为班级共同学习的课本，既可一对一来学习，还可以学习小组的形式来学习。
本书由50个双页主题单元组成，包括10个部分，涵盖市场营销基础理论、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方面。每一个单元的左手边页，详细解释了关键词和表达方式；右手边页的一系列练习则帮助学习者检查和进一步理解所学到的知识。在单元和单元的衔接处还设有“交叉知识考察点”，来讲解同一单词及近义词在不同背景下的不同意义和用法。每一单元都设计有“请你参与”部分。这为每一位学习者，提供了情境模拟的机会，可以将学习到的新词汇表达法用到自己相关的市场营销领域去，因而对新知识可以更好地消化和吸收。
本书的后面还附有练习答案和索引。
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