市場(chǎng)營(yíng)銷專業(yè)英語

內(nèi)容概要

　　《市場(chǎng)營(yíng)銷專業(yè)英語》共分40課，覆蓋了市場(chǎng)營(yíng)銷專業(yè)的各個(gè)方面。內(nèi)容涉及市場(chǎng)營(yíng)銷，營(yíng)銷管理理念，戰(zhàn)略計(jì)劃，營(yíng)銷環(huán)境，市場(chǎng)調(diào)查與信息系統(tǒng)，消費(fèi)者市場(chǎng)與消費(fèi)者購(gòu)買行為，組織市場(chǎng)與組織購(gòu)買行為，市場(chǎng)細(xì)分、選擇目標(biāo)市場(chǎng)和市場(chǎng)定位，產(chǎn)品和服務(wù)戰(zhàn)略，新產(chǎn)品開發(fā)與產(chǎn)品生命周期策略，產(chǎn)品定價(jià)方法，定價(jià)策略，分銷渠道及物流管理，零售與批發(fā)，整合營(yíng)銷溝通，廣告、促銷及公共關(guān)系，人員推銷和銷售管理，直銷和網(wǎng)上營(yíng)銷，顧客關(guān)系營(yíng)銷和競(jìng)爭(zhēng)營(yíng)銷戰(zhàn)略，全球市場(chǎng)營(yíng)銷，營(yíng)銷的社會(huì)責(zé)任和營(yíng)銷道德等各個(gè)方面。書中還列有專業(yè)詞匯，重點(diǎn)、難點(diǎn)注釋以及詞匯索引?！　　妒袌?chǎng)營(yíng)銷專業(yè)英語》適合作高等院校市場(chǎng)營(yíng)銷及相關(guān)專業(yè)的專業(yè)英語教材和雙語教材，也可供有關(guān)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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