劍橋市場行銷英語

《劍橋市場行銷英語》專為市場行銷從業人員以及相關專業中級或中高級英語學習者用以擴充和提高市場行銷辭彙與知識編寫。《劍橋市場行銷英語》可作為自學材料，也可以作為班級共同學習的課本，既可一對一來學習，還可以學習小組的形式來學習。

基本介紹

• 書名：劍橋市場行銷英語
• 作者：(英國)法拉爾(CateFarrall)
• 出版社：人民郵電出版社
• 出版時間： 2010年01月

圖書信息

書 名: 劍橋市場行銷英語

作　者：(英國)法拉爾(CateFarrall)

出版社： 人民郵電出版社

出版時間： 2010年01月

ISBN: 9787115221155

開本： 16開

定價: 55.00 元

內容簡介

《劍橋市場行銷英語》由50個雙頁主題單元組成，包括10個部分，涵蓋市場行銷基礎理論、市場調研、產品、定位與品牌建立、人員、價格、渠道、促銷、包裝以及公共關係等方面。每一個單元的左手邊頁，詳細解釋了關鍵字和表達方式；右手邊頁的一系列練習則幫助學習者檢查和進一步理解所學到的知識。在單元和單元的銜接處還設有“交叉知識考察點”，來講解同一單詞及近義詞在不同背景下的不同意義和用法。每一單元都設計有“請你參與”部分。這為每一位學習者提供了情境模擬的機會，可以將學習到的新辭彙表達法用到自己相關的市場行銷領域去，因而對新知識可以更好地消化和吸收。

《劍橋市場行銷英語》的後面還附有練習答案和索引。

作者簡介

作者：(英國)法拉爾(Cate Farrall) (英國)林斯利(Marianne Lindsley)

圖書目錄

INTRODUCTION

MARKETING BASICS

1 The marketing mix 1

A The Ps

B Marketing a new product

2 The marketing mix 2

A The four Cs, As and Os

B AIDA

3 SWOT analysis

A SWOT analysis

B SWOT and marketing strategy

4 Marketing strategy and the marketing plan

A Marketing strategy vs. marketing plan

B Developing the marketing plan

5 Marketing ethics

A Social marketing

B Corporate social responsibility (CSR)

6 The market environment

A The micro environment

B The macro environment: STEP analysis

7 Legal aspects of marketing

A Legal definitions

B Legal problems

C The Consumer Protection Act

RESEARCH

8 Research 1

A Types of research

B Research methodology

9 Research 2

A Describing survey results

B Understanding trends and changes

PRODUCT

10 New product development 1

A Idea generation

B Idea screening

C Concept development and testing

D Marketing strategy and business analysis

11 New product development 2

A Workflow

B Product development and optimization

C Test marketing

D Commercialization

12 Brainstorming

A The brainstorming session

B Brainstorming techniques

C Suggesting and building on ideas

13 Product and service types

A Product types

B Word combinations with 'goods' and'products'

C Types of service

14 Product life cycles

A The Boston Consulting Group Matrix

B Inside the Boston Box

15 Selling products and services

A The seller

B The purchaser

C Selling a service

POSITIONING AND BRANDING

16 Branding 1

A What is a brand?

B Branding

C Word combinations with 'brand'

17 Branding 2

A Brand platform

B Brand management

C Brand strategy

D More word combinations with 'brand'

18 Brand values

A Common brand values

B Describing brand values

PEOPLE-CUSTOMERS AND STAFF

19 Market segmentation

A What is market segmentation?

B How does market segmentation work?

C Common market segments

20 Customer needs and behaviour

A Maslow's Hierarchy of Needs

B Consumer Life Cycle (CLC)

C Purchasing behaviour

21 Loyalty programmes

A Customer loyalty

B Loyalty programmes

C Talking about loyalty programmes

22 Motivation marketing

A What is motivation marketing?

B Staff incentive schemes

C Incentives: travel and events

23 Customer Relationship Management

A One-to-one marketing

B CRM technology

C Privacy

PRICE

24 The marketing budget

A The marketing budget

B Budgeting approaches

C Return on investment (ROI)

25 Price

A Pricing strategies

B Pricing considerations

C The price test

PLACE

26 Logistics and the distribution chain

A Moving goods

B Direct distribution

C Indirect distribution

27 Merchandising

A Merchandise and merchandising

B Promotional merchandise

C Sports merchandising

D Film, book and music merchandising

28 Trade shows

A Why use trade shows?

B Organizing an event

29 Telemarketing

A What is telemarketing?

B Outbound telemarketing

C Inbound telemarketing

D Telemarketing scripts

30 Online shopping and mail order

A The online shopping experience

B Mail order and the ordering process

31 Personal selling

A The sales force

B Personal selling

C The sales process

D Marketing support

PUBLICITY AND PROMOTION

32 Above, below and through the line

A Above-the-line

B Below-the-line

C Through-the-line

D Advertising techniques

33 Media strategy

A Media strategy

B Media planning

C Media buying

34 TV and radio

A Advertising on TV or radio

B The audience

C Dayparts

35 Outdoor advertising

A Out-of-home advertising formats

B Effectiveness of OOH

36 The press

A Newspapers

B Magazines

C Choosing titles

D Choosing a position

37 Printed documents

A Design

B Preparing to print

C The print job

38 Branded content

A History of branded content

B Types of branded content

C Efficiency

39 The internet

A Internet advertising

B Search engines

C Search engine marketing

40 Buzz marketing

A Word of mouth

B Buzz marketing and stealth marketing

C Electronic buzz

D Generating a buzz

41 Sales promotions and displays

A Sales promotions

B Point of purchase (POP) or point of sale (POS) displays

42 Direct mail and email

A The advantages of direct mail

B Organizing a direct mail or email campaign

C Describing a mailshot

43 Street marketing and sampling

A History of street marketing

B Aims of street marketing

C Successful street marketing tactics

PACKAGING

44 Logos

A Types of logo

B Logo design

C Typeface

45 Materials and containers

A Describing packaging

PUBLIC RELATIONS

46 Corporate communications 98

A The goals of corporate communications

B Corporate values and identity

C Tools of corporate communications

47 Public relations and lobbying

A Public relations

B Media relations

C Lobbying

D Inside lobbying

E Outside lobbying

48 Event and sports sponsorship

A Sponsorship

B Types of sponsorship

C Word combinations with 'sponsor'

49 Crisis communication

A What is crisis communication?

B A crisis communication case study

50 Corporate blogging

A Blogging basics

B Blogs as a marketing tool

Appendices

Answer key

Index

Acknowledgements

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