劍橋市場(chǎng)營(yíng)銷英語(yǔ)

內(nèi)容概要

《劍橋市場(chǎng)營(yíng)銷英語(yǔ)》專為市場(chǎng)營(yíng)銷從業(yè)人員以及相關(guān)專業(yè)中級(jí)或中高級(jí)英語(yǔ)學(xué)習(xí)者用以擴(kuò)充和提高市場(chǎng)營(yíng)銷詞匯與知識(shí)編寫。本書可作為自學(xué)材料，也可以作為班級(jí)共同學(xué)習(xí)的課本，既可一對(duì)一來(lái)學(xué)習(xí)，還可以學(xué)習(xí)小組的形式來(lái)學(xué)習(xí)。
本書由50個(gè)雙頁(yè)主題單元組成，包括10個(gè)部分，涵蓋市場(chǎng)營(yíng)銷基礎(chǔ)理論、市場(chǎng)調(diào)研、產(chǎn)品、定位與品牌建立、人員、價(jià)格、渠道、促銷、包裝以及公共關(guān)系等方面。每一個(gè)單元的左手邊頁(yè)，詳細(xì)解釋了關(guān)鍵詞和表達(dá)方式；右手邊頁(yè)的一系列練習(xí)則幫助學(xué)習(xí)者檢查和進(jìn)一步理解所學(xué)到的知識(shí)。在單元和單元的銜接處還設(shè)有“交叉知識(shí)考察點(diǎn)”，來(lái)講解同一單詞及近義詞在不同背景下的不同意義和用法。每一單元都設(shè)計(jì)有“請(qǐng)你參與”部分。這為每一位學(xué)習(xí)者，提供了情境模擬的機(jī)會(huì)，可以將學(xué)習(xí)到的新詞匯表達(dá)法用到自己相關(guān)的市場(chǎng)營(yíng)銷領(lǐng)域去，因而對(duì)新知識(shí)可以更好地消化和吸收。
本書的后面還附有練習(xí)答案和索引。

書籍目錄

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'
……

章節(jié)摘錄

　　Legal definitions　　The World Intellectual Property Organization gives the following definitions:　　Intellectual property refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual property is divided into two categories:　　1 Industrial property includes patents, which give the exclusive right to make, use and sell an invention in a given geographical area; trademarks （words or symbols that differentiate a company）; and industrial designs. A granted patent gives patent protection for 20 years in the UK. After that time you must renew the patent. In order to trademark, or register your trademark, you will need to complete a registration process.　　2 Copyright protects literary and artistic works. Copyright protected work includes novels, plays, films, musical works, artistic works such as drawings, photographs, and architectural designs. Copyright protected work is said to be subject to copyright.　　Note: The copyright symbol:　　The trademark symbol: TM　　The registered trademark symbol:　　Legal problems　　Legal problems may arise if another person has used copyright protected work without the copyright owners （or holders） permission. The UK Patent Office says: Intellectual property （IP） crimes include counterfeiting and piracy. Counterfeiting is deliberate or wilful trademark infringement and piracy is wilful copyright infringement. Infringement means reproducing copyrighted work without permission from the IP owner.　　If a trademark or copyright holder believes that another person has made unauthorized use of a trademark or copyright, then this may lead to a lawsuit, where one company takes another to court to enforce the trademark or copyright. The infringer, the person who has broken the copyright, may have to pay damages or compensation to the trademark holder, normally financial.　　Most company websites include a page called terms and conditions or copyright information. Visitors to the site must agree to the terms and conditions. The terms and conditions usually contain what a visitor may download or take from the web page and post or upload to the web page, and a disclaimer to say the company is not legally responsible for the misuse of its web pages.　　The Consumer Protection Act　　The Consumer Protection Act is a law in the UK that protects the consumer from faulty or defective products, or products that are not as safe as they are generally expected to be. Consumers are legally entitled to goods of a satisfactory quality. Producers, suppliers and importers are liable for that is, responsible for the products they sell. Death, personal injury involving physical damage to a person and damage to private property are covered under the act.　　Enforcement of the act that is, making sure the act is respected - is the job of the trading standards officer. Businesses need to monitor and control their produce to make sure they are fulfilling, or carrying out, all safety regulations.　　A central part of the law is product liability, which means that any person who is injured or physically hurt by a defective product does not have to prove a manufacturer negligentthat is, at fault before suing, or taking the manufacturer to court.

編輯推薦

　　Professiona/Enghsh in Use Marketing contains 50 units covering a wide variety of marketing vocabulary. Topics include marketing basics， the full marketing mix， research， PR， and marketing communications. Primarily designed as a self-study reference and practice book， it can also be used for classroom work and one-to-one lessons， and is suitable for intermediate and upper intermediate students. Professional English in Use Marketing draws on authentic texts and real companies to present tile most up-to-date and comprehensive language and terminology. It is a must for students of marketing or business， and for marketing professionals who need to use Enqlish at work.　　Presents and explains vocabulary items in context on the left-hand pages with a range of practice activities on the right-hand pages.　　Features Over to you activities which enable learners to apply the language they have learnt to their own studies and working lives.　　Includes a comprehensive， learner-friendly answer key and index.

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