《市場行銷專業英語（Marketing English）》是2011年3月電子工業出版社出版的圖書，作者是呂永紅。
基本介紹
- 書名：市場行銷專業英語（Marketing English）
- 作者：呂永紅
- 出版社：電子工業出版社
- 出版時間：2011年3月
- 頁數：220 頁
- 定價：25 元
- 開本：16 開
- ISBN：9787121130335
內容簡介,圖書目錄,
內容簡介
本書以市場行銷業務流程為導向，選取流程中關鍵的環節如STP 戰略、消費者行為分析、產品與品牌管理、渠道設計、定價技巧、銷售技巧、廣告策劃和網路行銷的最新進展等內容，精選難易適中的英語材料，針對每個環節設計了相應的情景，通過工作語言閱讀、小案例分析、情景對話、角色扮演、實操演練和語言點練習等靈活多樣的形式，突出行銷的操作性和語言的實用性，強調英語作為溝通工具在行銷全程的運用。
讀者對象：適用於套用型本科、高職院校市場行銷專業學生和開設行銷課程的管理類專業學生，也可作為職業行銷人員提升工作語言能力的參考書。
圖書目錄
Contents
Unit 1 Developing Marketing & Corporate Strategies 1
Lead-in 1
Mini-case 2
Situational Dialogue 2
Text 3
Key Terms & Concepts 11
Key Notes to the Text 11
Practical Skills 13
Role Playing 19
Case Study 20
Further Reading 20
Practical Training 24
Unit 2 Understanding Marketing Environment and Consumers 25
Lead-in 25
Mini-case 26
Situational Dialogue 26
Text 27
Key Terms & Concepts 34
Key Notes to the Text 34
Practical Skills 36
Role Playing 44
Case Study 44
Further Reading 45
Practical Training 46
Unit 3 Marketing Research 48
Lead-in 48
Mini-case 48
Situational Dialogue 49
Text 50
Key Terms & Concepts 56
Key Notes to the Text 56
Practical Skills 57
Role Playing 61
Case Study 62
Further Reading 62
Practical Training 64
Unit 4 Identifying Market Segments and Targets 65
Lead-in 65
Mini-case 65
Situational Dialogue 66
Text 67
Key Terms & Concepts 71
Key Notes to the Text 72
Practical Skills 73
Role Playing 79
Case Study 80
Further Reading 80
Practical Training 82
Unit 5 Managing Products and Brands 83
Lead-in 83
Mini-case 84
Situational Dialogue 84
Text 85
Key Terms & Concepts 94
Key Notes to the Text 95
Practical Skills 96
Role Playing 104
Case Study 104
Further Reading 105
Models 107
Practical Training 107
Unit 6 Channels of Distribution 109
Lead-in 109
Mini-case 110
Situational Dialogue 110
Text 111
Key Terms & Concepts 118
Key Notes to the Text 119
Practical Skills 120
Role Playing 126
Case Study 126
Further Reading 127
Practical Training 128
Unit 7 Setting the Right Price 130
Lead-in 130
Mini-case 130
Situational Dialogue 131
Text 131
Key Terms & Concepts 137
Key Notes to the Text 137
Practical Skills 138
Role Playing 141
Case Study 142
Further Reading 143
Practical Training 148
Unit 8 Sales Promotion & Personal Selling 149
Lead-in 149
Mini-case 149
Situational Dialogue 150
Text 150
Key Terms & Concepts 156
Key Notes to the Text 157
Practical Skills 157
Role Playing 161
Case Study 162
Further Reading 163
Practical Training 165
Unit 9 Advertising and Public Relations 166
Lead-in 166
Mini-case 166
Situational Dialogue 167
Text 167
Key Terms & Concepts 176
Key Notes to the Text 177
Practical Skills 179
Role Playing 184
Case Study 184
Promotional tool 185
How it is being used 185
Advertising 185
Personal Selling 185
Sales Promotion 185
Public Relations 185
Further Reading 185
Practical Training 186
Unit 10 Internet Marketing 187
Lead-in 187
Mini-case 188
Situational Dialogue 189
Text 189
Key Terms & Concepts 195
Key Notes to the Text 195
Practical Skills 196
Role Playing 203
Case Study 204
Further Reading 206
Practical Training 207
