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[英] 法拉尔 、 林斯利 著 / 人民邮电出版社 / 2010-01 / 平装
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剑桥市场营销英语
《剑桥市场营销英语》专为市场营销从业人员以及相关专业中级或中高级英语学习者用以扩充和提高市场营销词汇与知识编写。《剑桥市场营销英语》可作为自学材料,也可以作为班级共同学习的课本,既可一对一来学习,还可以学习小组的形式来学习。
《剑桥市场营销英语》由50个双页主题单元组成,包括10个部分,涵盖市场营销基础理论、市场调研、产品、定位与品牌建立、人员、价格、渠道、促销、包装以及公共关系等方面。每一个单元的左手边页,详细解释了关键词和表达方式;右手边页的一系列练习则帮助学习者检查和进一步理解所学到的知识。在单元和单元的衔接处还设有“交叉知识考察点”,来讲解同一单词及近义词在不同背景下的不同意义和用法。每一单元都设计有“请你参与”部分。这为每一位学习者提供了情境模拟的机会,可以将学习到的新词汇表达法用到自己相关的市场营销领域去,因而对新知识可以更好地消化和吸收。
《剑桥市场营销英语》的后面还附有练习答案和索引。
作者:(英国)法拉尔(Cate Farrall) (英国)林斯利(Marianne Lindsley)
INTRODUCTIONMARKETINGBASICS1Themarketingmix1AThePsBMarketinganewproduct2Themarketingmix2AThefourCs,AsandOsBAIDA3SWOTanalysisASWOTanalysisBSWOTandmarketingstrategy4MarketingstrategyandthemarketingplanAMarketingstrategyvs.marketingplanBDevelopingthemarketingplan5MarketingethicsASocialmarketingBCorporatesocialresponsibility(CSR)6ThemarketenvironmentAThemicroenvironmentBThemacroenvironment:STEPanalysis7LegalaspectsofmarketingALegaldefinitionsBLegalproblemsCTheConsumerProtectionActRESEARCH8Research1ATypesofresearchBResearchmethodology9Research2ADescribingsurveyresultsBUnderstandingtrendsandchangesPRODUCT10Newproductdevelopment1AIdeagenerationBIdeascreeningCConceptdevelopmentandtestingDMarketingstrategyandbusinessanalysis11Newproductdevelopment2AWorkflowBProductdevelopmentandoptimizationCTestmarketingDCommercialization12BrainstormingAThebrainstormingsessionBBrainstormingtechniquesCSuggestingandbuildingonideas13ProductandservicetypesAProducttypesBWordcombinationswithgoodsandproductsCTypesofservice14ProductlifecyclesATheBostonConsultingGroupMatrixBInsidetheBostonBox15SellingproductsandservicesAThesellerBThepurchaserCSellingaservicePOSITIONINGANDBRANDING16Branding1AWhatisabrand?BBrandingCWordcombinationswithbrand17Branding2ABrandplatformBBrandmanagementCBrandstrategyDMorewordcombinationswithbrand18BrandvaluesACommonbrandvaluesBDescribingbrandvaluesPEOPLE-CUSTOMERSANDSTAFF19MarketsegmentationAWhatismarketsegmentation?BHowdoesmarketsegmentationwork?CCommonmarketsegments20CustomerneedsandbehaviourAMaslowsHierarchyofNeedsBConsumerLifeCycle(CLC)CPurchasingbehaviour21LoyaltyprogrammesACustomerloyaltyBLoyaltyprogrammesCTalkingaboutloyaltyprogrammes22MotivationmarketingAWhatismotivationmarketing?BStaffincentiveschemesCIncentives:travelandevents23CustomerRelationshipManagementAOne-to-onemarketingBCRMtechnologyCPrivacyPRICE24ThemarketingbudgetAThemarketingbudgetBBudgetingapproachesCReturnoninvestment(ROI)25PriceAPricingstrategiesBPricingconsiderationsCThepricetestPLACE26LogisticsandthedistributionchainAMovinggoodsBDirectdistributionCIndirectdistribution27MerchandisingAMerchandiseandmerchandisingBPromotionalmerchandiseCSportsmerchandisingDFilm,bookandmusicmerchandising28TradeshowsAWhyusetradeshows?BOrganizinganevent29TelemarketingAWhatistelemarketing?BOutboundtelemarketingCInboundtelemarketingDTelemarketingscripts30OnlineshoppingandmailorderATheonlineshoppingexperienceBMailorderandtheorderingprocess31PersonalsellingAThesalesforceBPersonalsellingCThesalesprocessDMarketingsupportPUBLICITYANDPROMOTION32Above,belowandthroughthelineAAbove-the-lineBBelow-the-lineCThrough-the-lineDAdvertisingtechniques33MediastrategyAMediastrategyBMediaplanningCMediabuying34TVandradioAAdvertisingonTVorradioBTheaudienceCDayparts35OutdooradvertisingAOut-of-homeadvertisingformatsBEffectivenessofOOH36ThepressANewspapersBMagazinesCChoosingtitlesDChoosingaposition37PrinteddocumentsADesignBPreparingtoprintCTheprintjob38BrandedcontentAHistoryofbrandedcontentBTypesofbrandedcontentCEfficiency39TheinternetAInternetadvertisingBSearchenginesCSearchenginemarketing40BuzzmarketingAWordofmouthBBuzzmarketingandstealthmarketingCElectronicbuzzDGeneratingabuzz41SalespromotionsanddisplaysASalespromotionsBPointofpurchase(POP)orpointofsale(POS)displays42DirectmailandemailATheadvantagesofdirectmailBOrganizingadirectmailoremailcampaignCDescribingamailshot43StreetmarketingandsamplingAHistoryofstreetmarketingBAimsofstreetmarketingCSuccessfulstreetmarketingtacticsPACKAGING44LogosATypesoflogoBLogodesignCTypeface45MaterialsandcontainersADescribingpackagingPUBLICRELATIONS46Corporatecommunications98AThegoalsofcorporatecommunicationsBCorporatevaluesandidentityCToolsofcorporatecommunications47PublicrelationsandlobbyingAPublicrelationsBMediarelationsCLobbyingDInsidelobbyingEOutsidelobbying48EventandsportssponsorshipASponsorshipBTypesofsponsorshipCWordcombinationswithsponsor49CrisiscommunicationAWhatiscrisiscommunication?BAcrisiscommunicationcasestudy50CorporatebloggingABloggingbasicsBBlogsasamarketingtoolAppendicesAnswerkeyIndexAcknowledgements
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