出版社:人民邮电出版社
年代:2010
定价:45.0
本书由50个双页主题单元组成,涉及营销基础知识、调查、产品、定位与品牌化、人员、价格、渠道、促销以及包装等方面。
INTRODUCTION
MARKETINGBASICS
1Themarketingmix1
AThePs
BMarketinganewproduct
2Themarketingmix2
AThefourCs,AsandOs
BAIDA
3SWOTanalysis
ASWOTanalysis
BSWOTandmarketingstrategy
4Marketingstrategyandthemarketingplan
AMarketingstrategyvs.marketingplan
BDevelopingthemarketingplan
5Marketingethics
ASocialmarketing
BCorporatesocialresponsibility(CSR)
6Themarketenvironment
AThemicroenvironment
BThemacroenvironment:STEPanalysis
7Legalaspectsofmarketing
ALegaldefinitions
BLegalproblems
CTheConsumerProtectionAct
RESEARCH
8Research1
ATypesofresearch
BResearchmethodology
9Research2
ADescribingsurveyresults
BUnderstandingtrendsandchanges
PRODUCT
10Newproductdevelopment1
AIdeageneration
BIdeascreening
CConceptdevelopmentandtesting
DMarketingstrategyandbusinessanalysis
11Newproductdevelopment2
AWorkflow
BProductdevelopmentandoptimization
CTestmarketing
DCommercialization
12Brainstorming
AThebrainstormingsession
BBrainstormingtechniques
CSuggestingandbuildingonideas
13Productandservicetypes
AProducttypes
BWordcombinationswithgoodsandproducts
CTypesofservice
14Productlifecycles
ATheBostonConsultingGroupMatrix
BInsidetheBostonBox
15Sellingproductsandservices
ATheseller
BThepurchaser
CSellingaservice
POSITIONINGANDBRANDING
16Branding1
AWhatisabrand?
BBranding
CWordcombinationswithbrand
17Branding2
ABrandplatform
BBrandmanagement
CBrandstrategy
DMorewordcombinationswithbrand
18Brandvalues
ACommonbrandvalues
BDescribingbrandvalues
PEOPLE-CUSTOMERSANDSTAFF
19Marketsegmentation
AWhatismarketsegmentation?
BHowdoesmarketsegmentationwork?
CCommonmarketsegments
20Customerneedsandbehaviour
AMaslowsHierarchyofNeeds
BConsumerLifeCycle(CLC)
CPurchasingbehaviour
21Loyaltyprogrammes
ACustomerloyalty
BLoyaltyprogrammes
CTalkingaboutloyaltyprogrammes
22Motivationmarketing
AWhatismotivationmarketing?
BStaffincentiveschemes
CIncentives:travelandevents
23CustomerRelationshipManagement
AOne-to-onemarketing
BCRMtechnology
CPrivacy
PRICE
24Themarketingbudget
AThemarketingbudget
BBudgetingapproaches
CReturnoninvestment(ROI)
25Price
APricingstrategies
BPricingconsiderations
CThepricetest
PLACE
26Logisticsandthedistributionchain
AMovinggoods
BDirectdistribution
CIndirectdistribution
27Merchandising
AMerchandiseandmerchandising
BPromotionalmerchandise
CSportsmerchandising
DFilm,bookandmusicmerchandising
28Tradeshows
AWhyusetradeshows?
BOrganizinganevent
29Telemarketing
AWhatistelemarketing?
BOutboundtelemarketing
CInboundtelemarketing
DTelemarketingscripts
30Onlineshoppingandmailorder
ATheonlineshoppingexperience
BMailorderandtheorderingprocess
31Personalselling
AThesalesforce
BPersonalselling
CThesalesprocess
DMarketingsupport
PUBLICITYANDPROMOTION
32Above.belowandthroughtheline
AAbove-the-line
BBelow-the-line
CThrough-the-line
DAdvertisingtechniques
33Mediastrategy
AMediastrategy
BMediaplanning
CMediabuying
34TVandradio
AAdvertisingonTVorradio
BTheaudience
CDayparts
35Outdooradvertising
AOut-of-homeadvertisingformats
BEffectivenessofOOH
36Thepress
ANewspapers
BMagazines
CChoosingtitles
DChoosingaposition
37Printeddocuments
ADesign
BPreparingtoprint
CTheprintjob
38Brandedcontent
AHistoryofbrandedcontent
BTypesofbrandedcontent
CEfficiency
39Theinternet
AInternetadvertising
BSearchengines
CSearchenginemarketing
40Buzzmarketing
AWordofmouth
BBuzzmarketingandstealthmarketing
CElectronicbuzz
DGeneratingabuzz
41Salespromotionsanddisplays
ASalespromotions
BPointofpurchase(POP)orpointofsale(POS)displays
42Directmailandemail
ATheadvantagesofdirectmail
BOrganizingadirectmailoremailcampaign
CDescribingamailshot
43Streetmarketingandsampling
AHistoryofstreetmarketing
BAimsofstreetmarketing
CSuccessfulstreetmarketingtactics
PACKAGING
44Logos
ATypesoflogo
BLogodesign
CTypeface
45Materialsandcontainers
ADescribingpackaging
PUBLICRELATIONS
46Corporatecommunications
AThegoalsofcorporatecommunications
BCorporatevaluesandidentity
CToolsofcorporatecommunications
47Publicrelationsandlobbying
APublicrelations
BMediarelations
CLobbying
DInsidelobbying
EOutsidelobbying
48Eventandsportssponsorship
ASponsorship
BTypesofsponsorship
CWordcombinationswithsponsor
49Crisiscommunication
AWhatiscrisiscommunication?
BAcrisiscommunicationcasestudy
50Corporateblogging
ABloggingbasics
BBlogsasamarketingtool
Appendices
Answerkey
Index
Acknowledgements
这是本市场营销方面的专业英语教材。全书共分10个部分,内容涵盖了市场营销基础理论、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。书后还附有练习答案和索引。本书可作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的自学材料,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。 本书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。本书可作为自学材料,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。 本书由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。 本书的后面还附有练习答案和索引。
书籍详细信息 | |||
书名 | 剑桥市场营销英语站内查询相似图书 | ||
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出版地 | 北京 | 出版单位 | 人民邮电出版社 |
版次 | 1版 | 印次 | 1 |
定价(元) | 45.0 | 语种 | 简体中文 |
尺寸 | 25 × 19 | 装帧 | 平装 |
页数 | 72 | 印数 | 5000 |