描述
开 本: 16开纸 张: 胶版纸包 装: 平装是否套装: 否国际标准书号ISBN: 9787313145116
内容简介
由翁凤翔、裴妍莉主编的《国际营销英语(国际商务英语本科核心课程教材)》包含了国际营销的主要内容。读者通过读、听、说、写、译，掌握国际营销环境中*常见的英语，同时学习国际营销基本知识。本教材适用干商务英语专业学生，金融、经济、贸易、管理专业学生，商务英语爱好者以及公司企业的员工。
目 录
Unit 1 General View of International Marketing 国际营销概述
PartI Reading
Text 1 Nature of Marketing
Text 2 Nontraditional Marketing
Part II Listening
What is Marketing?
Part III Chinese Summary
PartIV Word Study
Part V Exercises
Unit 2 Market 市场
PartI Reading
Text 1 Market Segmentation
Text 2 Target Market
Part II Listening
Defining the Market
Part III Chinese Summary
PartIV WordStudy
Part V Exercises
Unit 3 Marketing Mix 营销组合
PartI Reading
Text 1 About Marketing Mix
Text2 USPandAIDA
Part II Listening
Part 1I Listening
Distribution
Part 111 Chinese Summary
Part IV Word Study
Part V Exercises
Unit 8 Branding/品牌策略
Part1 Re
Text 1 What ls Branding?
Text 2 Brand, Trademark and Branding
Part 11 Listening
How to Brand a Product
Part 111 Chinese Summary
Part IV Word Study
Part V Exercises
Unit 9 Positioning/定位策略
Part I Reading
Text 1 Concept of Positioning
Text 2 How to Position a Product
Part 11 Listening
Responding to a Changing Market--Product Repositioning
Part 111 Chinese Summary
Part 1V Word Study
Part V Exercises
Unit 10 SWOT and PEST Analysis Templates/态势分析与宏观环境分析模型
Part I Reading
Text 1 SWOT Analysis
Text 2 PEST Analysis Identifying "Big Picture" Opportunities and Threats (1)
Part II Listening
PEST Analysis Identifying "Big Picture" Opportunities and Threats (2)
Part III Chinese Summary
Part IV Word Study
Part V Exercises
Unit 11 Marketing Research/行销调研
Part I Reading
Text 1 How to Do Marketing Research
Text 2 PrimaryData
Part II Listening
Secondary Data Analysis
Part III Chinese Summary
Part IV Word Study
Part V Exercises
Unit 12 Marketing Environment 营销环境
PartI Reading
Text 1 Marketing Environment
Text 2 Technological Environment
Part II Listening
Cultural Environment
Part III Chinese Summary
Part IV Word Study
Part V Exer
Unit 13 E．marketing 电子营销
PartI Reading
Text 1 Features of E-marketing
Text 2 OptionsforE-marketing
Part II Listening
The Three Most Important Issues in Internet Marketing Right Now
Part III Chinese Summary
Part IV Word Study
Part V Exercises
Unit 14 Customers 客户
PartI Reading
Text 1 How YOU Treat Your Smallest Customers Is What Matters
Text 2 A Simple Way to Get to Know Your Customers
Part II Listening
How to Build a Truly Customer-Centric Company
Part III Chinese Summary
Part IV Word Study
Part V Exer
Unit 15 Marketing Strategy 营销策略
PartI Reading
Text 1 The Holis-tic Approach to Marketing
Text 2 Locating and Evaluating Sites
Part II Listening
Implementing Marketing Strategy
Part III Chinese Summary
Part IV Word Study
Part V Exercises
Unit 16 Marketing Management营销管理
Part I Reading
Text 1 Learning to Manage and Managing to Learn
Text 2 A Survey of Customer Satisfaction Management
Part II Listening
Internal Barriers
Part III Chinese Summary
Part IV Word Study
Part V Exercises
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