市場營銷英語

     Contents
   Marketing concepts
    Text 1.1 What is marketing?
    Text 1.2 Exchange relationships
    Text 1.3 Marketing is good for you: revival in the fortunes
    of Scotch whisky
   Products
    Text 2.1
    Text 2.2
    Text 2.3
   Place
    Text 3.1
    Text 3.2
    Text 3.3
    Give benefits not products
    Matching products and markets
    Branding
    Placing goods in the market place
    How shelf space made Ecover
    Fast food
   Promotion
    Text 4.1 The promotion mix
    Text 4.2 Premier seeks a premium
   Pricing
    Text 5.1
    Text 5.2
    Text 5.3
    Text 5.4
    Is price all that matters?
    Setting the price
    How price signals product quality
    Price goes by many names
   Marketing services
    Text 6.1 The nature and characteristics of services
    Text 6.2 V & A refreshes the arts
    Text 6.3 Person marketing
   International marketing
    Text 7.1 Breaking into an unreceptive market
    Text 7.2 The world's champion marketers: the Japanese?
    Text 7.3 Heinzight
   Marketing and society
    Text 8.1 Societal marketing
    Text 8.2 Old cars get a new lease of life
    Text 8.3 Reincarnation in the design studio
    Text84Nosm0kewith0utbrandfire
    AnsWerKey
   參考譯文
    課文1.1 什么是市場營銷
    課文1.2 交換關(guān)系
    課文2.1 提供的是利益而不是產(chǎn)品
    課文2.2 使產(chǎn)品與市場相對(duì)應(yīng)
    課文2.3 品牌化
    課文3.1 在市場所在地銷售商品
    課文4.1 促銷組合
    課文5.1 價(jià)格是最要緊的嗎？
    課文5.2 定價(jià)
    課文5.3 價(jià)格如何標(biāo)志產(chǎn)品質(zhì)量
    課文5.4 價(jià)格一詞有許多稱謂
    課文6.1 服務(wù)的本質(zhì)和特性
    課文6.2 人的市場營銷
    課文7.1 打入一個(gè)不被接受的市場
    課文7.2 世界市場營銷的佼佼者，是日本人嗎？
    課文8.1 社會(huì)營銷
    生詞表