營銷英語

前言

　　隨著社會經(jīng)濟(jì)的不斷發(fā)展，商品生產(chǎn)和貿(mào)易在經(jīng)濟(jì)生活中的地位日益重要，而在生產(chǎn)、貿(mào)易中處于領(lǐng)先地位的市場營銷的重要性也日益突出。在某種程度上，企業(yè)生產(chǎn)運(yùn)營的成敗關(guān)鍵，取決于營銷部門的運(yùn)行情況。作為WTO的新成員，中國在國際經(jīng)濟(jì)中的地位不斷提高，世界著名企業(yè)紛紛涌入中國投資、辦實(shí)體、做貿(mào)易。因此，如何恰當(dāng)、地道地與外商溝通以及在外資企業(yè)內(nèi)部進(jìn)行有效的溝通是當(dāng)今營銷人員亟需解決的重要問題?！　”緯罁?jù)市場營銷的各個重要環(huán)節(jié)，取之精華編寫而成，強(qiáng)調(diào)英語作為語言在各營銷環(huán)節(jié)的運(yùn)用，突出靈活多變性。本書不是一本理論性的教科書，而是一本極具操作性、注重語言靈活運(yùn)用的實(shí)踐性教材?！　∶總€單元主要分三大板塊，第一部分（Part A）為基礎(chǔ)理論部分，主要介紹該部分的原理、相關(guān)知識及背景，為Part B和Part C提供鋪墊。第二部分（Part B）為課文的主體——會話部分，主要從營銷從業(yè)人員的角度出發(fā)，著重體現(xiàn)在各個營銷環(huán)節(jié)中，營銷管理人員之間以及營銷人員與客戶和公眾之間的溝通，力求提供具有特色的典型個案和營銷工作中經(jīng)常碰到的情景。第三部分（Part C）為擴(kuò)展練習(xí)部分，結(jié)合前兩部分，學(xué)生可在此部分利用所學(xué)的理論知識及個案舉一反三。各項(xiàng)活動均以學(xué)生為中心，讓學(xué)生在各種練習(xí)活動中鞏固已有的知識，并創(chuàng)造性地運(yùn)用于自己的模擬實(shí)踐中。　　本書一大特色是：與傳統(tǒng)的課本不同，本書既包含了營銷業(yè)的基礎(chǔ)知識，也有來自一線從業(yè)人員的寶貴經(jīng)驗(yàn)。每個部分均以生動活潑的形式展現(xiàn)在讀者面前，各個部分的形式各不相同，甚至各個單元的形式也根據(jù)內(nèi)容與素材的差異而迥然不同。例如，在廣告（Advertising）單元中，我們不僅提供了成功廣告的范例，還讓讀者辨別效果好的廣告與效果差的廣告之區(qū)別所在。又如，分銷（Distribution）單元中，我們通過各種形式的練習(xí)讓讀者更加深刻地去領(lǐng)會分銷的意義和作用。

內(nèi)容概要

　　《行業(yè)英語系列教材：營銷英語》是行英語系列教材中的一本。《行業(yè)英語系列教材：營銷英語》內(nèi)容十富，選材新穎，涵蓋了市場營銷的各個重要環(huán)節(jié)，強(qiáng)調(diào)了英語語言在各環(huán)節(jié)的運(yùn)用，突出靈活多變性?！缎袠I(yè)英語系列教材：營銷英語》是一本極具操作性、注重語言靈活運(yùn)用的實(shí)踐性教村?！缎袠I(yè)英語系列教材：營銷英語》適合于結(jié)束了大學(xué)英語基礎(chǔ)階段學(xué)習(xí)的市場營銷專業(yè)的學(xué)生，同時也可作為從業(yè)人員的培訓(xùn)教材。

書籍目錄

Chapter 1 Social and Cultural Envi ronment 1Part A Basic Knowledge 1Part B Dialogues 10Part C Extended ActiVities 75Chapter 2 Marketing Planning 22Part A Basic Knowledge 22Part B Dialogues 31Parl C Extended ActiVities 34Chapter 3 Marketing Research 37Part A Basic Knowledge 37Part B Dialogues 41Part C Extended Activities 46Chapter 4 Distribution 49Part A Basic Knowledge 49Part B Dialogues 55Part C Extended ActiVities 60Chapter 5 Price 66Part A Basic Knowledge 66Part B Dialogues 70Part C Extended Activities 76Chapter 6 Promotion（1）：Advertising 80Part A Basic Knowledge 80Part B Dialogues 86Part C Extended Activities 90Chapter 7 Promotion（2）：Personal Selling 96Part A Basic Knowledge 96Part B Dialogues 101Part C Extended Activities 106Chapter 8 Promotion（3）：Fair Promotion 110Part A Basic Knowledge 110Part B Dialogues 116Part C Extended ActiVities 122Chapter 9 Promotion（4）：Public Relations 127Part A Basic Knowledge 127Part B Dialogues 131Part C Extended Activities 741Chapter 10 Promotion（5）：Festive Promotion 146Part A Basic Knowledge 146Part B Dialogues 152Part C Extended Activities 757Chapter 11 Promotion（6）：Promotion of Service Industry 163Part A Basic Knowledge 163Part B Dialogues 169Part C Extended Activities 775Chapter 12 After-sales Service 178Part A Basic Knowledge 178Part B Dialogues 183Part C Extended Activities 787Reference Keys 192

章節(jié)摘錄

　　If you’re selling herbs，for instance，perhaps you want to increase your monthly sales by 25 percent．If you’re a realtor（房地產(chǎn)經(jīng)紀(jì)人），a good goal might be to get 10 new listings each month．My own goal is to gain a new client each week． Whatever goal you set，be sure it’S realistic；you need to be able to achieve the goal if it’S going to motivate you or serve as a good benchmark（基準(zhǔn)）to evaluate your success．　　Now the hard part．Under each goal，write as many specific things as you can．If I want to increase my monthly sales by 25 percent，one thing I might do is place some ads．But when Im working on my goal list，I need to take the time to think it through SO I’ll be able to follow through effectively．Just “placing some ads”isn’t specific enough．I have to consider what type of ads and where I might place them tO increase my monthly sales．　　Go over the list of specific activities youve brainstormed and check them against your marketing plan．Choose the ones that fit best with your goals and do the best job of targeting your potential clients or customers．　　Then，using your calendar，decide which promotional activities you’re going to do and when．You can break your marketing plan down by month or by quarter，but be sure you include not only a description of the activity or event，but also a reference to which marketing goal the promotion activity or event iS related to，and a cost estimate．　　Once you set up your marketing plan，remember that it needs to be an organic，living document，not something you put into a nice folder and file somewhere and never look at again．Take 15 minutes every day to review your goals and specific activities．what did you do that particular day to help you achieve the marketing objectives youve set？What do you need to do tomorrow？ Too often we make plans or list goals and then get SO enmeshed in all the things we have to do to run our businesses that we shunt them aside．Taking 15 minutes a day to review goals，plans，and activities goes a long way towards helping you stay focused and on track．

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