剑桥市场营销英语

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。