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内容大纲
本书按照立体化教材建设思路编写,实现线上和线下的有机结合,非常适合教学。全书共13个单元,内容覆盖营销基础、市场营销环境、消费者行为研究、消费者决策、营销模型、市场细分、产品分类、产品决策、产品生命周期、定价策略、零售营销策略、促销策略、广告与营销、服务与营销、网络营销等,主题丰富,选材广泛,兼顾行业发展热点。本书每个单元的案例(Case)可作为课外拓展阅读,读者可扫描书中的二维码下载使用。
本书既可作为高等院校市场营销相关专业的专业英语教材,也可供相应的培训班使用。从业人员使用本书“自我充电”,亦颇得当。 -
作者介绍
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目录
Unit 1
Text A Marketing Management Philosophy
Text B The Marketing Mix: 4Ps of Marketing
参考译文(Text A) 市场营销管理哲学
Case Wal-Mart Marketing Mix (4Ps) Strategy
Unit 2
Text A Marketing Environment
Text B Environmental Scanning
参考译文(Text A) 市场营销环境
Case SWOT of Coca Cola
Unit 3
Text A Consumer Behavior
Text B Factors Influencing Consumer Behavior
参考译文(Text A) 消费者行为
Case How Does Food Company Phillsbury Arouse Consuming Passions in China?
Unit 4
Text A The Consumer Decision-Making Process
Text B Types of Decision-Making Process and DMU
参考译文(Text A) 消费者决策过程
Case P&G's Simplifying Solutions to the Proliferation of Consumer Choice
Unit 5
Text A STP Model of Marketing
Text B Market Segmentation
参考译文(Text A) STP营销模型
Case STP Marketing Model of KFC
Unit 6
Text A Product Classification
Text B Product Decision
参考译文(Text A) 产品分类
Case Fashion Supply Chain
Unit 7
Text A Product Life Cycle and Its Implications
Text B Product Life Cycle Management
参考译文(Text A) 产品生命周期及其含义
Case Kit Kat: Revitalising a Brand Leader
Unit 8
Text A Pricing Strategy
Text B How to Price Your Products
参考译文(Text A) 定价策略
Case Apple's Premium Pricing Strategy and Product Differentiation Strategy
Unit 9
Text A Retail Marketing Strategies
Text B Content Marketing Strategies Boost Customer Loyalty
参考译文(Text A) 零售营销策略
Case A Tailored Fit: How Boohoo Used Digital Marketing to Drive Sales and Grow Revenue
Unit 10
Text A Sales Promotion
Text B Promotional Mix
参考译文(Text A) 促销
Case Frito-Lay Enhances In-store Promotion via Augmented Reality App
Unit 11
Text A Advertising
Text B Theories of Advertising Effects
参考译文(Text A) 广告
Case Examples of Interactive Advertising
Unit 12
Text A Services
Text B Service Marketing Mix 7Ps
参考译文(Text A) 服务
Case Huawei Launches Vendor-built Service Operation Center
Unit 13
Text A O2O (Online-to-Offline) Commerce
Text B Seven Ways to Optimize Online-to-Offline Marketing
参考译文(Text A) 线上到线下商务
Case Alibaba Leading the Way in Merging Online and Offline Shopping
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