市場營銷專業(yè)英語

內容概要

　　《市場營銷專業(yè)英語》共分40課，覆蓋了市場營銷專業(yè)的各個方面。內容涉及市場營銷，營銷管理理念，戰(zhàn)略計劃，營銷環(huán)境，市場調查與信息系統，消費者市場與消費者購買行為，組織市場與組織購買行為，市場細分、選擇目標市場和市場定位，產品和服務戰(zhàn)略，新產品開發(fā)與產品生命周期策略，產品定價方法，定價策略，分銷渠道及物流管理，零售與批發(fā)，整合營銷溝通，廣告、促銷及公共關系，人員推銷和銷售管理，直銷和網上營銷，顧客關系營銷和競爭營銷戰(zhàn)略，全球市場營銷，營銷的社會責任和營銷道德等各個方面。書中還列有專業(yè)詞匯，重點、難點注釋以及詞匯索引?！　　妒袌鰻I銷專業(yè)英語》適合作高等院校市場營銷及相關專業(yè)的專業(yè)英語教材和雙語教材，也可供有關人員作閱讀材料。

書籍目錄

1 An Overview of Marketing2 Marketing Management Philosophies3 Strategic Planning in the Organization4 Select a Strategic Alternative5 The Company s Microenvironment6 The Company s Macroenvironment7 Marketing Information System8 Primary and Secondary Data in Marketing Research9 The Consumer Decision-Maaking Process10 Psychological Influences on Consumer behavior11 Major Categories of Organizational Buyers12 Interactions with Organizational Buyers13 Market Segmentation14 Market Targeting and Positioning15 Product Branding16 Services17 New-Product Development Process18 The Product Life Cycle19 Factors Influencing Price Determination20 Approaches to Pricing21 Pricing Strategies22 Price-Adjustment Strategies23 Selecting Channels of Distribution24 Physical Distribution and Logistics25 Retail Marketing Strategy26 Wholesaling27 Marketing Promotion and Communicatuion Mix28 Developing an Optimal Promotional Mix29 Advertising Media30 Sales Promotion and Public Relations31 The Sales Process32 Implementing the Slaes Plan33 Conducting Online Marketing34 One-To-One Marketing35 Customer Relationship Marketing36 Competitive Marketing Strategies37 Modes of Entry into Global Markets38 The Gloal Marketing Program39 Social Responsibilities of Marketing Management40 Marketing Ethics詞匯索引

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