- 人民邮电出版社
- 9787115376787
- 98997
- 2015年7月
- 未分类
- 未分类
- H31
贾娟娟主编的《市场营销英语(21世纪高等学校经济管理类规划教材)》涵盖市场营销基础理论、市场营销相关领域及重要概念的知识，结构鲜明，目标明确，力图通过每章设定的阅读材料和专业英语实训项目使学生在学习期间有较大的进步。本书阅读内容大部分取材于国外近年出版的相关著作和刊物，以及我国知名英语报刊及网站的相关报道，知识更新及时，内容文字新颖，练习题实用。本书阅读部分还设有相关名人介绍和最新市场报道，并在文章后设有讨论问题供教师与学生进行提问互动。本书还特别在某些单元设计了“Over to you”的环节，鼓励学生利用情景模拟的机会练习和提高专业英语水平。
本书可作为本科全日制市场营销专业及商务英语专业学生学习相关课程的教材，也可供高职高专商务英语专业学生使用。
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 Distributior
9.2.3 Group Discussion
9.3 Case Study
9.4 Over to you
Chapter 10 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
11.2.1 Cloze- Zane's Cycles and Their Good Service
11.2.2 Match and Blank-Filling
11.2.3 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
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
