剑桥市场营销英语

图书标准信息

• 作者 [英]法拉尔、林斯利 著
• 出版社 人民邮电出版社
• 出版时间 2010-01
• 版次 1
• ISBN 9787115221155
• 定价 55.00元
• 装帧 平装
• 开本 16开
• 纸张 胶版纸
• 页数 144页
• 字数 180千字
• 正文语种 英语
• 原版书名 Professional English in Use Marketing

【内容简介】

《剑桥市场营销英语》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。《剑桥市场营销英语》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。
《剑桥市场营销英语》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。
《剑桥市场营销英语》的后面还附有练习答案和索引。

【作者简介】

作者：(英国)法拉尔(Cate Farrall) (英国)林斯利(Marianne Lindsley)

【目录】

INTRODUCTION
MARKETINGBASICS
1Themarketingmix1
AThePs
BMarketinganewproduct

2Themarketingmix2
AThefourCs，AsandOs
BAIDA

3SWOTanalysis
ASWOTanalysis
BSWOTandmarketingstrategy

4Marketingstrategyandthemarketingplan
AMarketingstrategyvs.marketingplan
BDevelopingthemarketingplan

5Marketingethics
ASocialmarketing
BCorporatesocialresponsibility(CSR)

6Themarketenvironment
AThemicroenvironment
BThemacroenvironment：STEPanalysis

7Legalaspectsofmarketing
ALegaldefinitions
BLegalproblems
CTheConsumerProtectionAct

RESEARCH
8Research1
ATypesofresearch
BResearchmethodology

9Research2
ADescribingsurveyresults
BUnderstandingtrendsandchanges

PRODUCT
10Newproductdevelopment1
AIdeageneration
BIdeascreening
CConceptdevelopmentandtesting
DMarketingstrategyandbusinessanalysis
11Newproductdevelopment2
AWorkflow
BProductdevelopmentandoptimization
CTestmarketing
DCommercialization

12Brainstorming
AThebrainstormingsession
BBrainstormingtechniques
CSuggestingandbuildingonideas

13Productandservicetypes
AProducttypes
BWordcombinationswithgoodsandproducts
CTypesofservice

14Productlifecycles
ATheBostonConsultingGroupMatrix
BInsidetheBostonBox

15Sellingproductsandservices
ATheseller
BThepurchaser
CSellingaservice

POSITIONINGANDBRANDING
16Branding1
AWhatisabrand?
BBranding
CWordcombinationswithbrand

17Branding2
ABrandplatform
BBrandmanagement
CBrandstrategy
DMorewordcombinationswithbrand

18Brandvalues
ACommonbrandvalues
BDescribingbrandvalues

PEOPLE-CUSTOMERSANDSTAFF
19Marketsegmentation
AWhatismarketsegmentation?
BHowdoesmarketsegmentationwork?
CCommonmarketsegments

20Customerneedsandbehaviour
AMaslowsHierarchyofNeeds
BConsumerLifeCycle(CLC)
CPurchasingbehaviour

21Loyaltyprogrammes
ACustomerloyalty
BLoyaltyprogrammes
CTalkingaboutloyaltyprogrammes

22Motivationmarketing
AWhatismotivationmarketing?
BStaffincentiveschemes
CIncentives：travelandevents

23CustomerRelationshipManagement
AOne-to-onemarketing
BCRMtechnology
CPrivacy
PRICE
24Themarketingbudget
AThemarketingbudget
BBudgetingapproaches
CReturnoninvestment(ROI)

25Price
APricingstrategies
BPricingconsiderations
CThepricetest

PLACE
26Logisticsandthedistributionchain
AMovinggoods
BDirectdistribution
CIndirectdistribution

27Merchandising
AMerchandiseandmerchandising
BPromotionalmerchandise
CSportsmerchandising
DFilm，bookandmusicmerchandising

28Tradeshows
AWhyusetradeshows?
BOrganizinganevent

29Telemarketing
AWhatistelemarketing?
BOutboundtelemarketing
CInboundtelemarketing
DTelemarketingscripts

30Onlineshoppingandmailorder
ATheonlineshoppingexperience
BMailorderandtheorderingprocess

31Personalselling
AThesalesforce
BPersonalselling
CThesalesprocess
DMarketingsupport

PUBLICITYANDPROMOTION
32Above，belowandthroughtheline
AAbove-the-line
BBelow-the-line
CThrough-the-line
DAdvertisingtechniques

33Mediastrategy
AMediastrategy
BMediaplanning
CMediabuying

34TVandradio
AAdvertisingonTVorradio
BTheaudience
CDayparts

35Outdooradvertising
AOut-of-homeadvertisingformats
BEffectivenessofOOH

36Thepress
ANewspapers
BMagazines
CChoosingtitles
DChoosingaposition

37Printeddocuments
ADesign
BPreparingtoprint
CTheprintjob

38Brandedcontent
AHistoryofbrandedcontent
BTypesofbrandedcontent
CEfficiency

39Theinternet
AInternetadvertising
BSearchengines
CSearchenginemarketing

40Buzzmarketing
AWordofmouth
BBuzzmarketingandstealthmarketing
CElectronicbuzz
DGeneratingabuzz

41Salespromotionsanddisplays
ASalespromotions
BPointofpurchase(POP)orpointofsale(POS)displays

42Directmailandemail
ATheadvantagesofdirectmail
BOrganizingadirectmailoremailcampaign
CDescribingamailshot

43Streetmarketingandsampling
AHistoryofstreetmarketing
BAimsofstreetmarketing
CSuccessfulstreetmarketingtactics

PACKAGING
44Logos
ATypesoflogo
BLogodesign
CTypeface

45Materialsandcontainers
ADescribingpackaging

PUBLICRELATIONS
46Corporatecommunications98
AThegoalsofcorporatecommunications
BCorporatevaluesandidentity
CToolsofcorporatecommunications

47Publicrelationsandlobbying
APublicrelations
BMediarelations
CLobbying
DInsidelobbying
EOutsidelobbying

48Eventandsportssponsorship
ASponsorship
BTypesofsponsorship
CWordcombinationswithsponsor

49Crisiscommunication
AWhatiscrisiscommunication?
BAcrisiscommunicationcasestudy

50Corporateblogging
ABloggingbasics
BBlogsasamarketingtool
Appendices
Answerkey
Index
Acknowledgements