市场营销英语-图书-人邮教育社区

内容摘要

本书突出了广告、价格、品牌、促销等营销策略；展现了讨价还价、销售谈判、达成交易中的营销手段；强调了商品纠纷处理、保证服务、售后回访中与客户的沟通技巧；介绍了网络营销、服务营销、绿色营销、整合营销等新兴的营销活动。

Content
Chapter　one Understanding Marketing ----------------------------------------1
1.1Preview　Case-------------------------------------------------------------------1
1.2　The marketing concept-------------------------------------------------------2
1.3　Vocabulary exercise-----------------------------------------------------------5
1.4　Case study----------------------------------------------------------------------7
1.5　Economy tip--------------------------------------------------------------------12
1.6　Additional Reading------------------------------------------------------------13
Chapter　two marketing environment--------------------------------------------16
2.1　key term-------------------------------------------------------------------------16
2.2　Exercise-------------------------------------------------------------------------16
2.3　Case study ----------------------------------------------------------------------19
2.4Additional　reading-------------------------------------------------------------21
Chapter　3 consumer behavior------------------------------------------------------25
3.1　key term---------------------------------------------------------------------------25
3.2　Exercise---------------------------------------------------------------------------26
3.3　Case study-------------------------------------------------------------------------29
3.4　Additional Reading----------------------------------------------------------31
Chapter　4 Marketing Research-----------------------------------------------33
4.1　Key term--------------------------------------------------------------------33
4.2　Exercise --------------------------------------------------------------------35
4.3　Case Study------------------------------------------------------------------37
Chapter　5 target marketing----------------------------------------------------42
5.1　key term---------------------------------------------------------------------42
5.2　Exercise---------------------------------------------------------------------43
5.3　case study-------------------------------------------------------------------45
5.4　Additional Reading--------------------------------------------------------47
Chapter　6 product--------------------------------------------------------------50
6.1　key term---------------------------------------------------------------------50
6.2　Exercise-----------------------------------------------------------------------51
6.3.　Case Study-------------------------------------------------------------------55
6.4　Over to you-------------------------------------------------------------------57
Chapter　7 brand management--------------------------------------------------58
7.1　key term----------------------------------------------------------------------58
7.2　Exercise----------------------------------------------------------------------58
7.3　Case Study--------------------------------------------------------------------61
7.4　Additional Reading----------------------------------------------------------63
Chapter　8 Price strategy----------------------------------------------------------66
8.1　key term----------------------------------------------------------------------　66
8.2　Exercise-------------------------------------------------------------------------67
8.3　case study-----------------------------------------------------------------------69
8.4　Additional Reading--------------------------------------------------------------71
Chapter9　Distribution strategy----------------------------------------------------------74
9.1　key term--------------------------------------------------------------------------74
9.2　Exercise------------------------------------------------------------------------75
9.3　case study------------------------------------------------------------------------78
9.4　Additional Reading------------------------------------------------------------80
Chapter　10　promotion------------------