現(xiàn)代國(guó)際營(yíng)銷英語(yǔ)

內(nèi)容概要

　　《現(xiàn)代國(guó)際營(yíng)銷英語(yǔ)》向讀者提供純正的國(guó)際營(yíng)銷英語(yǔ)語(yǔ)料，配上口語(yǔ)訓(xùn)練題和書(shū)面語(yǔ)言練習(xí)題，邊學(xué)邊練，逐步提高營(yíng)銷英語(yǔ)水平。讀者在學(xué)習(xí)國(guó)際營(yíng)銷英語(yǔ)的同時(shí)也掌握許多國(guó)際營(yíng)銷的理論和策略，了解營(yíng)銷學(xué)的精要，為將來(lái)從事國(guó)際營(yíng)銷及其有關(guān)工作打下英語(yǔ)技能和專業(yè)技能兩個(gè)基礎(chǔ)?，F(xiàn)代國(guó)際營(yíng)銷英語(yǔ)是現(xiàn)代國(guó)際營(yíng)銷領(lǐng)域的專業(yè)語(yǔ)言，也是專門用途英語(yǔ)的一個(gè)重要分支，其句法、詞法、語(yǔ)體等均有特色。掌握現(xiàn)代國(guó)際營(yíng)銷英語(yǔ)是從事國(guó)際營(yíng)銷和研究專門用途英語(yǔ)的前提。　　全書(shū)共分13個(gè)單元，主要涉及“新產(chǎn)品開(kāi)發(fā)策略”、“國(guó)際產(chǎn)品規(guī)劃與開(kāi)發(fā)”、“營(yíng)銷規(guī)劃與渠道”、“B2B市場(chǎng)”、“服務(wù)、非盈利營(yíng)銷與社會(huì)”、“廣告宣傳與公共關(guān)系”、“人員推銷與銷售管理”、“網(wǎng)上營(yíng)銷與新媒體”、“直銷、會(huì)展與交易會(huì)”、“營(yíng)銷與社會(huì)”、“服務(wù)營(yíng)銷” 等內(nèi)容。《現(xiàn)代國(guó)際營(yíng)銷英語(yǔ)》適于作高等院校英語(yǔ)、外貿(mào)英語(yǔ)、商務(wù)英語(yǔ)、國(guó)際營(yíng)銷、國(guó)際貿(mào)易、國(guó)際經(jīng)濟(jì)管理等專業(yè)的英語(yǔ)教材，也是從事國(guó)際營(yíng)銷的人員提高英語(yǔ)水平的重要參考書(shū)。

書(shū)籍目錄

Unit l　Introduction1.0 0verview1.1 What Is Marketing All About?1.1.1 The Concept of Exchange Exercises1.2 Definitions of International Marketing1.2.1 The Origins of MarketingExercises Ⅰ1.3 The Importance of Marketing1.4 Why Should You Study Marketing?Exercises ⅡUnit 2　Consumer and Markets2.O 0verview2.1 The Decision—making Process2.1.1 Problem2.1.2　Search2.1.3　Evaluation2.1.4 Decision2.1.5 Post-purchase Evaluation Process2.2 Purchasing Situations2.2.1　Routine PS2.2.2 Limited PS2.2.3 Extended PS2.2.4 The Importance of Purcha-sing SituationsExercises Ⅰ2.3　Environmental Influence2.3.1 Sociocultural Influence2.3.2 Technological Influence2.3.3 Economic and Competitive Influence2.3.4 Political and Legal Influence2.4 Psychological Influences--the Individual2.4.1 Personality Influence2.4.2 Perception Influence2.4.3 Learning2.4.4 Motivation2.4.5 Attitudes2.5 Sociocultural Influences--the Group2.5.1　Social Class Influence2.5.2　Culture and Subculture Influence2.5.3 Reference Groups Influence2.5.4 Family InfluenceExercises ⅡUnit 3 New Product Development StrategiesUnit 4 International Product Planning and DevelopmentUnit 5 Distribution Planning and ChannelsUnit 6 Business-to-Business MarketsUnit 7 Service，Nonprofit Marketing and SocietyUnit 8 Advertising and Public RealationsUnit 9 Personal Selling and Sales ManagementUnit 10 Internet Communications and New MediaUnit 11 Direct Marketing ，Exhibitions and Trade FairsUnit 12 Marketing and SocietyUnit 13 Marketing of ServicesAppendix Glossary

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