营销英语（第2版）

1.每天学一点，地道营销英语脱口说！

2.一线教师精心编写，知名商务专家审订，世界500强外企职业经理人力荐！

3.甄选16个经典营销概念，单词、句型、知识点全面解析，一本就够！

4.全面提升跨文化交际能力，做求职与职场上的抢手人才！

1.本书选取了营销的16个核心概念，内容涉及营销管理理念，战略计划，营销环境，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，产品定价方法，定价策略，分销渠道等各个方面。

2.本书共设16个单元，每单元围绕一个核心概念展开4~5个问题，每部分围绕一个特定的问题进行阐述或引导学生讨论运用。

3.本书可作为高等院校市场营销及相关专业的英语教材或双语教材，也可作为相关人员的培训或阅读材料。

Unit 1 The Marketing Concept

Unit 2 The Marketing Environment

Unit 3 Marketing Research

Unit 4 Target Market

Unit 5 New Product Development

Unit 6 Branding

Unit 7 Packaging

Unit 8 Pricing

Unit 9 Distribution

Unit 10 Advertising

Unit 11 Sales Promotion

Unit 12 Public Relations

Unit 13 Personal Selling

Unit 14 On-line Marketing

Unit 15 International Marketing

Unit 16 Green Marketing

随着经济全球化进程的加快及市场竞争的加剧，中国对既掌握营销的理念与知识、又能熟练运用英语进行交流的人才的需求不断上升。高职高专的教育更应面向市场，强调知识的应用性及可操作性。因此，本教材将营销的理念与策略融入英语学习中，强调营销理论的实践性及英语的应用性，引导学生在用中学、在学中用，集知识性、体验性和应用性为一体。

在内容的编排上，本书选取了营销的16个核心概念，每个单元围绕一个核心概念展开4～5个问题，每部分围绕一个特定的问题阐述或引导学生讨论运用。通过对这16个核心概念的学习，学生能够对“营销是什么，为什么营销，营销有什么用”基本了然于胸。

本书以“基于内容的语言学习法”(content-based?language?learning)为指导方针。在语言输入上充分考虑到高职高专学生的普遍水平，强调“可理解性输入”，尽量选取表达简洁清晰、适合专科学生阅读的文章。每单元设计的活动，基本都要求学生课外动手查找资料，这样既有利于知识的拓展，又可提高学生的参与性。每一章设计的案例翻译题，要求学生首先将中文翻译成英文，然后结合该章学习的内容，用英文讨论案例的思考题。本书提供的16个案例是以几个年轻人创业为主线串联而成的一个完整故事，配合每章学习的内容撰写。通过对案例的翻译和讨论，培养学生用英文表达自己思想的能力，提高学生用学过的理论解决实际问题的能力，同时激发他们积极思考的学习热情。

在量的设计上，本书适用于一个学期、每周2～3个学时的课程安排。在理想情况下，以每学期18周计算，大约每周可完成一个单元的教学。考虑到国家节假日对课时可能的冲减以及各个学校生源的不同情况，本书各章特别设计了补充材料，教师可根据实际情况选用，适当调整教学进度。

与一般的语言类教材不同的是，本书没有提供生词表，只是对某些需要背景知识才能理解的词汇进行了相应的注释。这样设置有如下两个原因：其一，现在的字典无论是从种类还是功能上都比以前更为丰富全面，尤其是网络字典，更是方便快捷，学生完全可以自己查字典。一个单词可能有很多种意思，学生真正需要思考的是某个单词在具体语境下是什么意思。只有通过自己动手查阅并加以思考，对一个单词的记忆才会深刻。其二，本书没有在每一篇阅读材料后提供阅读理解问题，这样可以给教师留出一些发挥的空间。根据编者的教学体会，有些教材编得很全面，将问题都设计好了，教师完全按照编者的思路来执行(不是设计)教学活动，主观能动性未能得到发挥，学生也觉得老师照本宣科，没有新鲜感，使得教学效果不够理想。因此，本书设计的问题大多需要学生拓展课本知识?(不仅仅是阅读理解)，自己动手查找资料，将课内学习与课外动手相结合才能完成学习任务。问题大都没有标准答案，意在鼓励学生独立思考、勇于发表个人见解。

本书在编写过程中参考了很多资料，在此要特别感谢本书参考资料的作者，他们的智慧加上编者作为一线教师的经验，才使本书得以面世。

Unit 2 
The Marketing Environment

After learning this unit, you will be able
to answer the following questions.

How can a company react to the marketing
environment?

What elements are involved in a
macroenvironment?

What are the characteristics of the
marketing environment?

What elements are involved in a
microenvironment?

What is marketing environment?

How can the marketing environment be
categorized?

Warm-up Activities

In what way do you think the following
pictures may affect our life or business?

Suppose you want to set up your own
business, which of them may affect your decision? Why?

Reading 1

The Marketing Environment
(I)—Microenvironment

Definition

Everything happens or operates in a certain
environment. As an environment generally refers to the external situations and
conditions of a matter, the marketing environment refers to all outside factors
and conditions related to the marketing activities of an organization. These
factors and conditions are constituted by the forces outside a company and they
affect the companys’ ability to maintain successful relationships with its
target customers, thus they affect its global and domestic marketing efforts.
While making use of the material and information resources from the environment
around, a company also influences the outside world by putting out products,
labor and information, and the marketing activities can facilitate the
interactions of the companys’ internal and external resources.

Nature of the Marketing Environment

We will first look into the distinctive
features of the marketing environment.

First, the marketing environment is
objective. Objectivity is the most outstanding feature of marketing
environment. The existence and function of an environment is objective so that
any organization should direct its marketing strategies according to the
objective trend of the environment, otherwise its blind plan or decision will
lead to inconceivable failures in the future.

Second, it is dynamic. Like any other type
of environment, marketing environment is not a static one. Any marketing
environment will change with the change of any factor involved, such as the
consuming need and purchasing power of customers, the change of population or
even any variation in the political policy in a place.

Third, it is uncontrollable. Elements of
the marketing environment are largely uncontrollable, although marketers can
influence marketing activities. For example, the condition of suppliers, the
social culture or the legal and political situation is not controllable to an
organization.

Classification of the Marketing Environment

According to the way and the degree of its
influence on an organization, marketing environment falls into two major
categories: the microenvironment (also known as direct environment) and the
macroenvironment (also known as indirect environment). The microenvironment
consists of the forces close to the company that affect its ability to serve
its customers—the company, suppliers, marketing channel firms, competitors, and
publics. The macroenvironment consists of the larger societal forces that
affect the microenvironment—demographic, economic, natural, technological,
political, and cultural forces. The relationship of macroenviroment,
microenvironment and the companys’ marketing activities can be shown in
Exhibit2.1.

Exhibit 2.1