出版社：電子工業出版社 ISBN：9787121130335 版次：1 商品編碼：10616786 品牌：電子工業出版社 包裝：平裝 叢書名：全國高等職業教育財經類規劃教材·市場營銷專業，工業和信息產業職業教學指導委員會“十二五”規劃教材 開本：16開 出版時間：2011-03-01 用紙：膠版紙 頁數：209 字數：360000 正文語種：英語 作者：呂永紅
" 內容簡介 《市場營銷專業英語》以市場營銷業務流程為導向，選取流程中關鍵的環節如STP 戰略、消費者行為分析、產品與品牌管理、渠道設計、定價技巧、銷售技巧、廣告策劃和網絡營銷的最新進展等內容，精選難易適中的英語材料，針對每個環節設計了相應的情景，通過工作語言閱讀、小案例分析、情景對話、角色扮演、實操演練和語言點練習等靈活多樣的形式，突出營銷的操作性和語言的實用性，強調英語作為溝通工具在營銷全程的運用。 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 查看全部↓
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