[正版][正版书籍]新版剑桥实用专业英语:市场营销英语(附答案)

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这是一本既可做自学材料，也可做课堂学习的专业英语书。它能帮助你迅速熟悉和学习在商务环境下有关市场营销英语的词汇和表达。

INTRODUCTION  6

MARKETING BASICS

1 The marketing mix 1  8

A The Ps

B Marketing a new product

2 The marketing mix 2  10

A The four Cs, As and Os

B AIDA

3 SWOT analysis  12

A SWOT analysis

B SWOT and marketing strategy

4 Marketing strategy and the marketing plan  14

A Marketing strategy vs. marketing plan

B Developing the marketing plan

5 Marketing ethics  16

A Social marketing

B Corporate social responsibility (CSR)

6 The market environment  18

A The micro environment

B The macro environment: STEP analysis

7 Legal aspects of marketing  20

A Legal definitions

B Legal problems

C The Consumer Protection Act

RESEARCH

8 Research 1  22

A Types of research

B Research methodology

9 Research 2  24

A Describing survey results

B Understanding trends and changes

PRODUCT

10 New product  26

development 1

A Idea generation

B Idea screening

C Concept development and testing

D Marketing strategy and business analysis

11 New product  28

development 2

A Workflow

B Product development and optimization

C Test marketing

D Commercialization

12 Brainstorming  30

A The brainstorming session

B Brainstorming techniques

C Suggesting and building on ideas

13 Product and service types  32

A Product types

B Word combinations with ‘goods’ and ‘products’

C Types of service

14 Product life cycles  34

A The Boston Consulting Group Matrix

B Inside the Boston Box

15 Selling products and services  36

A The seller

B The purchaser

C Selling a service

POSITIONING AND BRANDING

16 Branding 1  38

A What is a brand?

B Branding

C Word combinations with ‘brand’

17 Branding 2  40

A Brand platform

B Brand management

C Brand strategy

D More word combinations with ‘brand’

18 Brand values  42

A Common brand values

B Describing brand values

PEOPLE – CUSTOMERS AND STAFF

19 Market segmentation  44

A What is market segmentation?

B How does market segmentation work?

C Common market segments

20 Customer needs and behavior   46

A Maslow’s Hierarchy of Needs

B Consumer Life Cycle (CLC)

C Purchasing  

Introduction

Who is this book for?

Professional English in Use Marketing presents the vocabulary and expressions required to speak about marketing and related fields. It is designed to help those who work in marketing and need to use English. It will also help marketing students preparing for their first contacts with English speakers or studying for exams in English. The level of the book is intermediate to upper-intermediate.

This book assumes you know, or are in the process of learning from your marketing course, common marketing and communication concepts (such as the marketing mix and targeting). Our focus is on the words that are often used by professionals when talking and writing about marketing (such as core target and focus groups) and on English words which are given a special meaning in marketing (such as buzz and loyalty). Every unit uses authentic sources, including marketing forums, company websites, articles from the trade press, marketing blogs, marketing presentations, and case studies.

You can use the book on your own for self-study, or with a teacher in the classroom, oneto- one or in groups.

How is the book organized?

The book has 50 two-page thematic units. The units are divided into ten sections which cover topics such as Product, Price and Place. The first section, Marketing basics, introduces essential marketing vocabulary and concepts which you will need to tackle the more specialized units later in the book.

The left-hand page of each unit explains new words and expressions and shows how the vocabulary is used in real contexts. The right-hand page allows you to check and develop your understanding of the new language and how it is used, through a series of exercises. There is cross-referencing between units to help you develop your vocabulary.

There are twelve appendices, covering examples of confusing words, preparing a marketing plan, talking about numbers, describing brand values, market segments, indirect distribution methods, advertising techniques, TV and radio dayparts and programmes, types of out-of-home advertising, types of magazine, a newspaper rate card, and mailshot items.

There is an answer key at the back of the book. Most of the exercises have questions with only one correct answer. But some of the exercises, including the Over to you activities at the end of each unit (see opposite), are designed for writing and / or discussion.

There is also an index, which lists all the new words and expressions presented in the book and gives the unit numbers where they appear. It also indicates how the terms are pronounced.

The left-hand page

This page presents the key vocabulary in bold typeface for each theme or skills area. The language is introduced in a series of short texts, dialogues, diagrams and tables. Many vocabulary items are illustrated. Each unit has sections indicated by a letter – usually A, B and C – and a clear title.

In addition to vocabulary explanations, this page includes information about typical collocations (word combinations) and register (formal and informal language).

There are also notes on language points, for example where a particular grammatical form is associated with a word, or where the same word may have different uses.

The right-hand page

The exercises on the right-hand page allow you to check your understanding and give you practice in using the words and expressions presented on the left-hand page. There are a variety of exercises including crosswords, short texts, gap fills, matching exercises, and tables to complete.

‘Over to you’ sections

An important feature of Professional English in Use Marketing is the Over to you section at the e

《新版剑桥实用专业英语：市场营销英语（附答案）》内容涵盖市场营销理论、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商务主题。每个单元都有关键词和表达方式的详解以及练习，供学习者检查和进一步理解所学到的知识。每个单元还设计了“请你参与”部分，为学习者提供情境模拟的机会。本书*后附有练习题答案和索引，供读者自我检测和深入学习。

特•法拉尔具有多年的市场营销从业经验和英语教学实践经验。

玛丽安娜•林斯利是一个经验丰富的商务英语教师。