市場(chǎng)營(yíng)銷專業(yè)英語

內(nèi)容概要

　　
本書以市場(chǎng)營(yíng)銷業(yè)務(wù)流程為導(dǎo)向，選取流程中關(guān)鍵的環(huán)節(jié)如STP戰(zhàn)略、消費(fèi)者行為分析、產(chǎn)品與品牌管理、渠道設(shè)計(jì)、定價(jià)技巧、銷售技巧、廣告策劃和網(wǎng)絡(luò)營(yíng)銷的最新進(jìn)展等內(nèi)容，精選難易適中的英語材料，針對(duì)每個(gè)環(huán)節(jié)設(shè)計(jì)了相應(yīng)的情景，通過工作語言閱讀、小案例分析、情景對(duì)話、角色扮演、實(shí)操演練和語言點(diǎn)練習(xí)等靈活多樣的形式，突出營(yíng)銷的操作性和語言的實(shí)用性，強(qiáng)調(diào)英語作為溝通工具在營(yíng)銷全程的運(yùn)用。
讀者對(duì)象：適用于應(yīng)用型本科、高職院校市場(chǎng)營(yíng)銷專業(yè)學(xué)生和開設(shè)營(yíng)銷課程的管理類專業(yè)學(xué)生，也可作為職業(yè)營(yíng)銷人員提升工作語言能力的參考書。

書籍目錄

Contents
Unit 1 Developing Marketing ＆ Corporate
Strategies
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 2 Understanding Marketing Environment and
Consumers
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 3 Marketing Research
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 4 Identifying Market Segments and Targets
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 5 Managing Products and Brands
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Models
　Practical Training
Unit 6 Channels of Distribution
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 7 Setting the Right Price
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 8 Sales Promotion ＆ Personal Selling
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training
Unit 9 Advertising and Public Relations
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Promotional tool
　How it is being used
　Advertising
　Personal Selling
　Sales Promotion
　Public Relations
　Further Reading
　Practical Training
Unit 10 Internet Marketing
　Lead-in
　Mini-case
　Situational Dialogue
　Text
　Key Terms ＆ Concepts
　Key Notes to the Text
　Practical Skills
　Role Playing
　Case Study
　Further Reading
　Practical Training

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