正版 市场营销英语(本科) 贾娟娟 人民邮电出版社 9787115376787

Content
Chapter one Understanding Marketing ----------------------------------------1
1.1Preview Case-------------------------------------------------------------------1
1.2 The marketing concept-------------------------------------------------------2
1.3 Vocabulary exercise-----------------------------------------------------------5
1.4 Case study----------------------------------------------------------------------7
1.5 Economy tip--------------------------------------------------------------------12
1.6 Additional Reading------------------------------------------------------------13
Chapter two marketing environment--------------------------------------------16
2.1 key term-------------------------------------------------------------------------16
2.2 Exercise-------------------------------------------------------------------------16
2.3 Case study ----------------------------------------------------------------------19
2.4Additional reading-------------------------------------------------------------21
Chapter 3 consumer behavior------------------------------------------------------25
3.1 key term---------------------------------------------------------------------------25
3.2 Exercise---------------------------------------------------------------------------26
3.3 Case study-------------------------------------------------------------------------29
3.4 Additional Reading----------------------------------------------------------31
Chapter 4 Marketing Research-----------------------------------------------33
4.1 Key term--------------------------------------------------------------------33
4.2 Exercise --------------------------------------------------------------------35
4.3 Case Study------------------------------------------------------------------37
Chapter 5 target marketing----------------------------------------------------42
5.1 key term---------------------------------------------------------------------42
5.2 Exercise---------------------------------------------------------------------43
5.3 case study-------------------------------------------------------------------45
5.4 Additional Reading--------------------------------------------------------47
Chapter 6 product--------------------------------------------------------------50
6.1 key term---------------------------------------------------------------------50
6.2 Exercise-----------------------------------------------------------------------51
6.3. Case Study-------------------------------------------------------------------55
6.4 Over to you-------------------------------------------------------------------57
Chapter 7 brand management--------------------------------------------------58
7.1 key term----------------------------------------------------------------------58
7.2 Exercise----------------------------------------------------------------------58
7.3 Case Study--------------------------------------------------------------------61
7.4 Additional Reading----------------------------------------------------------63
Chapter 8 Price strategy----------------------------------------------------------66
8.1 key term---------------------------------------------------------------------- 66
8.2 Exercise-------------------------------------------------------------------------67
8.3 case study-----------------------------------------------------------------------69
8.4 Additional Reading--------------------------------------------------------------71
Chapter9 Distribution strategy----------------------------------------------------------74
9.1 key term--------------------------------------------------------------------------74
9.2 Exercise------------------------------------------------------------------------75
9.3 case study------------------------------------------------------------------------78
9.4 Additional Reading------------------------------------------------------------80
Chapter 10 promotion------------------

贾娟娟：北京工商大学嘉华学院副教授。 讲授课程：专业英语口语I II，国际市场营销（双语）， 商务英语，客户关系管理（双语），品牌营销（双语）。 作者简介：英国贝德福德大学（原卢顿大学）毕业 双语教师，北京市口语等级考试考官， 多年从事市场营销双语类课程的教学与研究。

内容概括了市场营销的基本知识；模拟了潜在客户开发，预约与拜访，产品推销的过程；突出了广告、价格、品牌、促销等营销策略；展现了讨价还价、销售谈判、达成交易中的营销手段；强调了商品纠纷处理、保证服务、售后回访中与客户的沟通技巧；介绍了网络营销、服务营销、绿色营销、整合营销等新兴的营销活动。

1．本书的主要特点是一本英语书，或者工具书。而不是简单用英语重复学生已经学过的市场营销内容。

2．每章都会用相应的文章，大多摘自国外期刊杂志，或教材里的经典案例，用以锻炼学生的专业英语读写能力。

3.既可以用于课堂讲授，也可用于专业知识的辅助英语类教材。