新世纪国际营销英语
作者： 刘法公，项玲 总主编:刘法公
出版时间：2016年9月
出版社：浙江工商大学出版社
- 浙江工商大学出版社
- 9787517818038
- 137882
- 2016年9月
- 未分类
- 未分类
- F740.2
国际营销英语是现代国际营销领域的专业语言，也是专门用途英语的一个重要分支，其句法、词法、语体等方面均有特色。掌握现代国际营销英语是从事国际营销和研究专门用途英语的前提。刘法公等编著的《新世纪国际营销英语(高等院校商务英语系列教材)》向读者提供纯正的国际营销英语语料，配上口语训练题和书面语言练习题，让读者边学边练，逐步提高营销英语的国际沟通能力。读者在学习国际营销英语的同时也要掌握许多国际营销的理论和策略，了解营销学的精要，为将来从事国际营销及其有关工作打下英语技能和专业技能两个基础。本书分13个单元，主要涉及“新产品开发策略”“国际产品规划与开发”“营销规划与渠道”“B2B市场”“服务、非盈利营销与社会”“广告宣传与公共关系”“人员推销与销售管理”“网上营销与新媒体”“直销、会展与交易会”“营销与社会”“服务营销”等内容。本书适用于作高等院校商务英语专业、英语专业、国际营销专业、国际贸易专业、国际经济管理专业的课程教材，也是国际营销人员提高英语水平的重要参考书。
Unit 1 Introduction
1.0 Overview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange
Exercises
1.2 Definitions of International Marketing
1.2.1 The Origins of Marketing
Exercises
1.3 The Importance of Marketing
1.4 Why Should You Study Marketing?
Exercises
Unit 2 Consumers and Markets
2.0 Overview
2.1 The Decision-Making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-Purchase Evaluation Process
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance of Purchasing Situations
Exercises
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic and Competitive Influence
2.3.4 Political and Legal Influence
2.4 Psychological Influences--The Individual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences-The Group
2.5.1 Social Class Influence
……
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service, Nonprofit Marketing and Society
Unit 8 Advertising and Public Relations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing, Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary
