商務(wù)英語(yǔ)系列讀物

內(nèi)容概要

神的靈運(yùn)行于水上。    神說(shuō)？要有先。便有了先。    于是，先芒所至，點(diǎn)亮了今日熟知的世界，一片生機(jī)勃勃，一派五色雜陳。然而這花團(tuán)錦簇之中，卻魚龍混雜，泥沙俱下。真理隱沒(méi)于萬(wàn)象，阡陌荒蕪子四野，宛如明球投暗，白玉蒙塵；不徑去粗取精的挑揀，不經(jīng)去偽存真的爭(zhēng)鳴，世界依然是沒(méi)有規(guī)律的混沌，缺乏雕琢的毛坯。    創(chuàng)世的傳說(shuō)，開拓的夢(mèng)想，在世界各民族的文化傳統(tǒng)中都閃爍著亙古不滅的光輝。將看似沖動(dòng)的行為規(guī)范化，將瞬間閃現(xiàn)的靈先規(guī)律化，生活由此被分門別類，用精準(zhǔn)的刻度使之成為可掌控和量化的對(duì)象。

書籍目錄

第一章　美食營(yíng)銷文化：引發(fā)食客的味蕾　CASE 1: Two global drinks brands are trying to revitalise themselves　CASE 2: France's answer to Wal-Mart faces some of the same difficulties　CASE 3: Wal-Mart tiptoes into India with the launch of a wholesale operation  　CASE 4: Kraft has bid for Danone's biscuit unit. That's the way the cookie consolidates　CASE 5: That's Andrew and Peggy Cherng, owners of the wildly successful Panda Express fast-food chain　CASE 6: How a Frenchman is reviving McDonald's in Europe　CASE 7: Coca-Cola strikes it rich in Asia with a new drink第二章　汽車營(yíng)銷文化：沸騰速度的激情　CASE 1: The car may be German, but its innards are nearly all frem eastern Europe　CASE 2: Though struggling at home, General Motors is doing weli in China　CASE 3: The prospects for the world's biggest carmaker have dramatically improved　CASE 4: The turbulent aircraft-maker tries to slow its descent  　CASE 5: The South Korean carmaker, once the butt of jokes, is doing well in America　CASE 6: MINI's new webisodic marketing campaign is a dud第三章　電子營(yíng)銷文化：裝點(diǎn)另類的娛樂(lè)　CASE 1: Feeling unusually threatened, the software giant does an unusual deal　CASE 2: An end to that blue screen of death?　CASE 3: Staying Number One　CASE 4: With common customers and enemies, two internet firms form an alliance第四章　網(wǎng)絡(luò)營(yíng)銷文化：激發(fā)溝通的欲望　CASE 1: Carl Icahn takes an interest in struggling Motorola　CASE 2: Jeffrey Immelt opts for plastic surgery　CASE 3: Electronic arts: looking forward to the next level　CASE 4: Drop the Computer　CASE 5: Marketing the iPhone: where would Jesus queue?第五章　生活營(yíng)銷文化：生存發(fā)展的本能　CASE 1: Piecing things together: what companies can learn from playing with Lego?　CASE 2: Would you like fries with that? --The power of up-selling and cross-selling             　CASE 3: Buzz marketing　CASE 4: Will she, won't she?　CASE 5: Harry Potter, marketing magician

章節(jié)摘錄

　　2） History　　Sam Walton， a businessman from Arkansas， began his retail career when he started workon June 3， 1940， at a J.C. Permey store in Des Moines， Iowa where he remained for 18 months.In 1945， he met Butler Brothers， a regional retailer that owned a chain of variety stores calledBen Franklin and that offered him one in Newport， Arkansas.　　Walthon was extremely successful in running the store in Newport， far exceeding expecta-tions. However， when the lease came up for renewal， Walton could neither come to agreementon the existing stores lease renewal nor find a new location in Newport. Instead， he opened anew Ben Franklin franchise in Bentonville， Arkansas， but called it "Waltons Five and Dime".There he achieved higher sales volume by marking up slightly less than most competitors.　　On July 2， 1962， Walton opened the first Wal-Mart Discount City store. Within five years，the company expanded to 24 stores across Arkansas and reached $12.6 million in sales.In 1968，it opened its first stores outside Arkansas， in Sikeston， Missouri and Claremore， Oklahoma.　　3） Recent initiatives　　On September 12， 2007， Wal-Mart introduced new advertising with the slogan， "SaveMoney Live Better"， replacing the "Always Low Prices， Always" slogan， which it had used forthe previous 19 years. Global Insight， which conducted the research that supported the ads，found that Wal-Marts price level reduction resulted in savings for consumers of $287 billion in2006， which equated to $957 per person or $2，500 per household （up 7.3% from the 2004savings estimate of $2，329）.　　On June 30， 2008， Wal-Mart unveiled a new company logo， featuring the non-hyphenatedname "Walmart" followed by a stylized spark， as it is refered to on store advertisements. Thenew logo received mixed reviews from some design critics， who question whether the new logois as bold as competitors such as the Target bullseye or as instantly recognizable as the formercompany logo， which was used for 18 years. The new logo made its debut on the companyswalmart.com website on July 1， 2008， although the old logo still appears on the corporate site，walmartstores.com. The new logo will eventually replace store logos at the companys USlocations throughout the year. Wal-Mart international have not yet adopted the new logo.

圖書封面

評(píng)論、評(píng)分、閱讀與下載

---

    商務(wù)英語(yǔ)系列讀物 PDF格式下載

---