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Professiona/Enghsh in Use Marketing contains 50 units covering a wide variety of marketing vocabulary. Topics include marketing basics, the full marketing mix, research, PR, and marketing communications. Primarily designed as a self-study reference and practice book, it can also be used for classroom work and one-to-one lessons, and is suitable for intermediate and upper intermediate students. Professional English in Use Marketing draws on authentic texts and real companies to present tile most up-to-date and comprehensive language and terminology. It is a must for students of marketing or business, and for marketing professionals who need to use Enqlish at work.
Presents and explains vocabulary items in context on the left-hand pages with a range of practice activities on the right-hand pages.
Features Over to you activities which enable learners to apply the language they have learnt to their own studies and working lives.
Includes a comprehensive, learner-friendly answer key and index.
内容简介

《剑桥市场营销英语》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。《剑桥市场营销英语》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。
《剑桥市场营销英语》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。
《剑桥市场营销英语》的后面还附有练习答案和索引。
目录

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 andproducts
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 Maslows 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
精彩书摘

Legal definitions
The World Intellectual Property Organization gives the following definitions:
Intellectual property refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual property is divided into two categories:
1 Industrial property includes patents, which give the exclusive right to make, use and sell an invention in a given geographical area; trademarks (words or symbols that differentiate a company); and industrial designs. A granted patent gives patent protection for 20 years in the UK. After that time you must renew the patent. In order to trademark, or register your trademark, you will need to complete a registration process.
2 Copyright protects literary and artistic works. Copyright protected work includes novels, plays, films, musical works, artistic works such as drawings, photographs, and architectural designs. Copyright protected work is said to be subject to copyright.
Note: The copyright symbol:
The trademark symbol: TM
The registered trademark symbol:
Legal problems
Legal problems may arise if another person has used copyright protected work without the copyright owners (or holders) permission. The UK Patent Office says: Intellectual property (IP) crimes include counterfeiting and piracy. Counterfeiting is deliberate or wilful trademark infringement and piracy is wilful copyright infringement. Infringement means reproducing copyrighted work without permission from the IP owner.
If a trademark or copyright holder believes that another person has made unauthorized use of a trademark or copyright, then this may lead to a lawsuit, where one company takes another to court to enforce the trademark or copyright. The infringer, the person who has broken the copyright, may have to pay damages or compensation to the trademark holder, normally financial.
Most company websites include a page called terms and conditions or copyright information. Visitors to the site must agree to the terms and conditions. The terms and conditions usually contain what a visitor may download or take from the web page and post or upload to the web page, and a disclaimer to say the company is not legally responsible for the misuse of its web pages.
The Consumer Protection Act
The Consumer Protection Act is a law in the UK that protects the consumer from faulty or defective products, or products that are not as safe as they are generally expected to be. Consumers are legally entitled to goods of a satisfactory quality. Producers, suppliers and importers are liable for that is, responsible for the products they sell. Death, personal injury involving physical damage to a person and damage to private property are covered under the act.
Enforcement of the act that is, making sure the act is respected - is the job of the trading standards officer. Businesses need to monitor and control their produce to make sure they are fulfilling, or carrying out, all safety regulations.
A central part of the law is product liability, which means that any person who is injured or physically hurt by a defective product does not have to prove a manufacturer negligentthat is, at fault before suing, or taking the manufacturer to court.

规格参数

品牌 京东图书
出版时间 2010-01-01
品牌属地 中国
出版社 人民邮电出版社
语言 英语
ISBN 9787115221155
版次 1
页数 144
印刷时间 2010-01-01
包装 平装
著者 [英]法拉尔,林斯利
用纸 胶版纸

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