- 市场营销英语(新版剑桥实用专业英语)
- - 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
  - ISBN：9787100183246
  - 出版日期：2020/06/01
  - 页数：144
- 售价：27.2

内容大纲
《市场营销英语(新版剑桥实用专业英语)》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。
作者介绍
目录
INTRODUCTION
MARKETING BASICS
  The marketing mix 1
  A The Ps
  B Marketing a new product
  The marketing mix 2
  A The four Cs,As and Os
  B AIDA
  SWOT analysis
  A SWOT analysis
  B SWOT and marketing strateg
  Marketing strategy and
  the marketing plan
  A Marketing strategy vs.marketing
  plan
  B Developing the marketing plan
  Marketing ethics
  A Social marketing
  B Corporate social responsibility(CSR)
  The market environment
  A The micro environment
  B The macro environment:STEP analysis
  Legal aspects of marketing 20
  A Legal definitions
  B Legal problems
  C The Consumer Protection Act
RESEARCH
  Research 1
  A Types of research
  B Research methodology
  Research 2
  A Describing survey results
  B Understanding trends and changes
PRODUCT
  New product
  development 1
  A Idea generation
  B Idea screening
  C Concept development and testing
  D Marketing strategy and business analysis
  New product
  development 2
  A Workflow
  B Product development and optimization
  C Test marketing
  D Commercialization
  Brainstorming
  A The brainstorming session
  B Brainstorming techniques
  C Suggesting and building on ideas

  Product and service types
  A Product types
  B Word combinations with ‘goods' and
  ‘products'
  C Types of service
  Product life cycles
  A The Boston Consulting Group Matrix
  B Inside the Boston Box
  Selling products and
  services
  A The seller
  B The purchaser
  C Selling a service
POSITIONING AND BRANDING
  Branding 1
  A What is a brand?
  B Branding
  C Word combinations with brand
  Branding 2
  A Brand platform
  B Brand management
  C Brand strategy
  D More word combinations with ‘brand'
  Brand values
  A Common brand values
  B Describing brand values
PEOPLE-CUSTOMERS AND STAFF
  Market segmentation
  A What is market segmentation?
  B How does market segmentation work?
  C Common market sesments
  Customer needs and
  behaviour
  A Maslow's Hierarchy of Needs
  B Consumer Life Cycle(CLC)
  C Purchasing behaviour
  Loyalty programmes
  A Customer loyalty
  B Loyalty programmes
  C Talking about loyalty programmes
  Motivation marketing
  A What is motivation marketing.
  B Staff incentive schemes
  C Incentives:travel and events
  Customer Relationship
  Management
  A One-to-one marketing
  B CRM technology
  C Privacy
PRICE

  The marketing budget
  A The marketing budget
  B Budgeting approaches
  C Return on investment (ROI)
  Price
  A Pricing strategies
  B Pricing considerations
  C The price test
  Professional English in Use Marketing
PLACE
  Logistics and the
  distribution chain
  A Moving goods
  B Direct distribution
  C Indirect distribution
  Merchandising
  A Merchandise and merchandising
  B Promotional merchandise
  C Sports merchandising
  D Film,book and music merchandising
  Trade shows
  A Why use trade shows?
  B Organizing an event
  Telemarketing
  A What is telemarketing?
  B Outbound telemarketing
  C Inbound telemarketing
  D Telemarketing scripts
  Online shopping and
  mail order
  A The online shopping experience
  B Mail order and the ordering process
  Personal selling
  A The sales force
  B Personal selling
  C The sales process
  D Marketing support
PUBLICITY AND PROMOTION
  Above,below and
  through the line
  A Above-the-line
  B Below-the-line
  C Through-the-line
  D Advertising techniques
  Media strategy
  A Media strategy
  B Media planning
  C Media buying
  TV and radio
  A Advertising on TV or radio

  B The audience
  C Dayparts
  Outdoor advertising
  A Out-of-home advertising formats
  B Effectiveness of OOH
  The press
  A Newspapers
  B Magazines
  C Choosing titles
  D Choosing a position
  Printed documents
  A Design
  B Preparing to print
  C The print job
  Branded content
  A History of branded content
  B Types of branded content
  C Efficiency
  The internet
  A Internet advertising
  B Search engines
  C Search engine marketing
  Buzz marketing
  A Word of mouth
  B Buzz marketing and stealth marketing
  C Electronic buzz
  D Generating a buzz
  Sales promotions and
  displays
  A Sales promotions
  B Point of purchase(POP) or point of sale
  (POS)displays
  Direct mail and email
  A The advantages of direct mail
  B Organizing a direct mail or email campalgn
  C Describing a mailshot
  Street marketing and
  sampling
  A History of street marketing
  B Aims of street marketing
  C Successful street marketing tactics
PACKAGING
  Logos
  A Types of logo
  B Logo design
  C Typeface
  Materials and containers
  A Describing packaging
PUBLIC RELATIONS
  Corporate communications 98

  A The goals of corporate communications
  B Corporate values and identity
  C Tools of corporate communications
  Public relations and
  lobbying
  A Public relations
  B Media relations
  C Lobbying
  D Inside lobbying
  E Outside lobbying
  Event and sports
  sponsorship
  A Sponsorship
  B Types of sponsorship
  C Word combinations with ‘sponsor
  Crisis communication
  A What is crisis communication?
  B A crisis communication case study
  Corporate blogging
  A Blogging basics
  B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements

内容大纲

作者介绍

目录

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