市場營銷英語（簡體書）

內容概括了市場行銷的基本知識；類比了潛在客戶開發，預約與拜訪，產品推銷的過程；突出了廣告、價格、品牌、促銷等行銷策略；展現了討價還價、銷售談判、達成交易中的行銷手段；強調了商品糾紛處理、保證服務、售後回訪中與客戶的溝通技巧；介紹了網路行銷、服務行銷、綠色行銷、整合行銷等新興的行銷活動。

賈娟娟

北京工商大學嘉華學院副教授。講授課程：專業英語口語I II，國際市場營銷（雙語）， 商務英語，客戶關係管理（雙語），品牌營銷（雙語）。作者簡介：英國貝德福德大學（原盧頓大學）畢業雙語教師，北京市口語等級考試考官， 多年從事市場營銷雙語類課程的教學與研究。

Chapter 1 Understanding Marketing
Preview Case
1.1 Key Concept
1.1.1 The Marketing Concept
1.1.2 Wants，Needs and Satisfaction
1.2 Vocabulary Exercise
1.2.1 Cloze： The Family Firm and Its Marketing
1.2.2 Fill the gaps： Marketing Words
1.3 Case Study
Additional Reading
Chapter 2 Marketing Environment
Preview Case
2.1 Key Concept
2.2 Vocabulary Exercise
2.2.1 Put the words from the box into the correct columns
2.2.2 Colze： Marketing
2.2.3 Match and Blank
2.3 Case Study
Additional Reading
Chapter 3 Consumer Behavior
Preview Case
3.1 Key Concept
3.2 Vocabulary Exercise
3.2.1 Cloze： The Vole of Government
3.2.2 Matching and Completing Sentences
3.2.3 Group work： Discussion & Analysis
3.3 Case Study
Chapter 4 Marketing Research
Preview Case
4.1 Key Concept
4.2 Vocabulary Exercise
4.2.1 Cloze ： The Car Insurance
4.2.2 Blank Filling： How to Make a Good Research
4.3 Case Study
4.4 Over to you
Chapter 5 Target Marketing
Preview Case
5.1 Key Concept
5.2 Vocabulary Exercise
5.2.1 Cloze： How to Satisfy Your Custoruers
5.2.2 Match and Complete
5.3 Case Study
5.4 Over to you
Chapter 6 Product
Preview Case
6.1 Key Concept
6.2 Vocabulary Exercise
6.2.1 Boxing： The True Meaning of Product
6.2.2 Cloze： SHARP's Product Strategy
6.2.3 Blank： Know More Words of Product
6.3 Case Study
6.4 Over to you
Chapter 7 Brand Management
Preview Case
7.1 Key Concept
7.2 Vocabulary Exercise
7.2.1 Blank—Filling： Brand Positioning
7.2.2 Cloze： Sports and Brand Value
7.2.3 Match and Complete the Sentence
7.3 Case Study
7.4 Over to you
Chapter 8 Price Strategy
Preview Case
8.1 Key Concept
8.2 Vocabulary Exercise
8.2.1 Cloze： New Product and It's Price
8.2.2 Match and Complete the Sentence
8.2.3 Discussion
8.3 Case Study
8.4 Over to you
Chapter 9 Distribution Strategy
Preview Case
9.1 Key Concept
9.2 Vocabulary Exercise
9.2.1 Cloze： The New Distribution Channel
9.2.2 Blank： Filling More Information of Distribution
9.2.3 Group Discussion
9.3 Case Study
9.4 Over to you
Chapter I0 Promotion
Preview Case
10.1 Key Concept
10.2 Vocabulary Exercise
10.2.1 Blank： A Good Promotion for Coca—Cola
10.2.2 Over to you——Presentations
10.2.3 Cloze： Promotion in Internet
10.2.4 Match and Complete the Sentence
10.3 Case Study
10.4 Over to you
Additional Reading
Chapter 11 The Marketing of Services
Preview Case
11.1 Key Concept
11.2 Vocabulary Exercise
1.2.1 Cloze： Zane's Cycles and Their Good Service
1.2.2 Match and Blank—Filling
1.2.3 Match： Types of Service
11.3 Case Study
11.4 Over to you
Chapter 12 Global Marketing
Preview Case
12.1 Key Concept
12.2 Vocabulary Exercise
12.2.1 Cloze： Cooperation and Globalization
12.2.2 Match and Blank—Filling
12.3 Case Study
12.4 Over to you
Chapter 13 Ethic of Marketing
Preview Case
13.1 Key Concept
13.2 Vocabulary Exercise
13.2.1 Cloze.—Green Marketing and New Energy
13.2.2 Blank—Filling
13.3 Case Study
13.4 Over to you
Chapter 14 Financial Management
Preview Case
14.1 Key Concept
14.2 Vocabulary Exercise
14.2.1 Cloze
14.2.2 Blank —Filling
14.3 Case study
14.4 Over to you
Chapter 15 Information Management
Preview Case
15.1 Key Concept
15.2 Vocabulary Exercise
15.2.1 Cloze
15.2.2 Blank—Filling
15.3 Case Study
15.4 Over to you
Appendix Ⅰ
Appendix Ⅱ
Appendix Ⅲ
Appendix Ⅳ
Answer key
Bibliography More