市场营销专业英语

1 An Overview of Marketing

2 Marketing Management Philosophies

3 Strategic Planning in the Organization

4 Select a Strategic Alternative

5 The Company's Microenvironment

6 The Company's Macroenvironment

7 Marketing lnformation System

8 Primary and Secondary Data in Marketing Research

9 The Consumer Decision-Making Ptocess

10 Psychological lnfluences on Consumer Behavior

11 Major Categories of Organizational Buyers

12 Interactions with Organizational Buyers

13 Market Segmentation

14 Market Targeting and Positioning

15 Product Branding

16 Services

17 New-Product Development Process

18 The Product Life Cycle

19 Factors Influencing Price Determination

20 Approaches to Pricing

21 Pricing Strategies

22 Price-Adjustment Strategies

23 Selecting Channels of Distribution

24 Physical Distribution and Logistics

25 Retail Marketing Strategy

26 Wholesaling

27 Marketing Promotion and Communication

28 Developing an Optimal Promotional Mix

29 Advertising Media

30 Sales Promotion and Public Relations

31 The Sales Process

32 Implementing the Sales Plan

33 Conducting Online Marketing

4 One-To-One Marketing

35 Customer Relationship Marketing

36 Competitive Marketing Strategies

37 Modes of Entry into Global Markets

38 The Global Marketing Program

39 Social Responsibilities of Marketing

Management

40 Marketing Ethics

词汇索引

《市场营销专业英语》共分40课，覆盖了市场营销专业的各个方面。内容涉及市场营销和管理，战略计划，营销环境，市场调查与信息系统，消费者市场和消费者行为，市场细分、选择目标市场和市场定位，产品和服务战略，新产品开发与产品生命周期策略，产品定价，分销渠道及物流管理，零售与批发，广告、促销及公共关系，人员推销和销售管理，直销和网上营销，竞争营销战略，全球市场营销，营销的社会责任和营销道德等。书中还列有专业词汇，重点、难点注释，以及词汇索引。
　　《市场营销专业英语》适合作高等院校企业管理、市场营销等专业的双语教材，也可供有关人员作阅读材料。