剑桥市场营销英语(无)(Professional English in Use Marketing)
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品牌: 法拉尔(Cate Farrall)
基本信息·出版社：人民邮电出版社
·页码：144 页
·出版日期：2010年01月
·ISBN：9787115221155
·条形码：9787115221155
·版本：第1版
·装帧：平装
·开本：16
·正文语种：英语
·丛书名：无
·外文书名：Professional English in Use Marketing
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内容简介《剑桥市场营销英语》专为市场营销从业人员以及相关专业中级或中高级英语学习者用以扩充和提高市场营销词汇与知识编写。《剑桥市场营销英语》可作为自学材料，也可以作为班级共同学习的课本，既可一对一来学习，还可以学习小组的形式来学习。
《剑桥市场营销英语》由50个双页主题单元组成，包括10个部分，涵盖市场营销基础理论、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方面。每一个单元的左手边页，详细解释了关键词和表达方式；右手边页的一系列练习则帮助学习者检查和进一步理解所学到的知识。在单元和单元的衔接处还设有“交叉知识考察点”，来讲解同一单词及近义词在不同背景下的不同意义和用法。每一单元都设计有“请你参与”部分。这为每一位学习者提供了情境模拟的机会，可以将学习到的新词汇表达法用到自己相关的市场营销领域去，因而对新知识可以更好地消化和吸收。
《剑桥市场营销英语》的后面还附有练习答案和索引。
编辑推荐《剑桥市场营销英语》：Professiona/Enghsh in Use Marketing contains 50 units covering a wide variety of marketing vocabulary. Topics include marketing basics, the full 'marketing mix', research, PR, and marketing communications. Primarily designed as a self-study reference and practice book, it can also be used for classroom work and one-to-one lessons, and is suitable for intermediate and upper intermediate students. Professional English in Use Marketing draws on authentic texts and real companies to present tile most up-to-date and comprehensive language and terminology. It is a must for students of marketing or business, and for marketing professionals who need to use Enqlish at work.
Presents and explains vocabulary items in context on the left-hand pages with a range of practice activities on the right-hand pages.
Features 'Over to you' activities which enable learners to apply the language they have learnt to their own studies and working lives.
Includes a comprehensive, learner-friendly answer key and index.
目录
INTRODUCTION
MARKETING BASICS
1 The marketing mix 1
A The Ps
B Marketing a new product
2 The marketing mix 2
A The four Cs, As and Os
B AIDA
3 SWOT analysis
A SWOT analysis
B SWOT and marketing strategy
4 Marketing strategy and the marketing plan
A Marketing strategy vs. marketing plan
B Developing the marketing plan
5 Marketing ethics
A Social marketing
B Corporate social responsibility (CSR)
6 The market environment
A The micro environment
B The macro environment: STEP analysis
7 Legal aspects of marketing
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
8 Research 1
A Types of research
B Research methodology
9 Research 2
A Describing survey results
B Understanding trends and changes
PRODUCT
10 New product development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
11 New product development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
12 Brainstorming
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
13 Product and service types
A Product types
B Word combinations with 'goods' and'products'
C Types of service
14 Product life cycles
A The Boston Consulting Group Matrix
B Inside the Boston Box
15 Selling products and services
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
16 Branding 1
A What is a brand?
B Branding
C Word combinations with 'brand'
17 Branding 2
A Brand platform
B Brand management
C Brand strategy
D More word combinations with 'brand'
18 Brand values
A Common brand values
B Describing brand values
PEOPLE-CUSTOMERS AND STAFF
19 Market segmentation
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behaviour
A Maslow's Hierarchy of Needs
B Consumer Life Cycle (CLC)
C Purchasing behaviour
21 Loyalty programmes
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing
A What is motivation marketing?
B Staff incentive schemes
C Incentives: travel and events
23 Customer Relationship Management
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
25 Price
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film, book and music merchandising
28 Trade shows
A Why use trade shows?
B Organizing an event
29 Telemarketing
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order
A The online shopping experience
B Mail order and the ordering process
31 Personal selling
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above, below and through the line
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy
A Media strategy
B Media planning
C Media buying
34 TV and radio
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents
A Design
B Preparing to print
C The print job
38 Branded content
A History of branded content
B Types of branded content
C Efficiency
39 The internet
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays
A Sales promotions
B Point of purchase (POP) or point of sale (POS) displays
42 Direct mail and email
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos
A Types of logo
B Logo design
C Typeface
45 Materials and containers
A Describing packaging
PUBLIC RELATIONS
46 Corporate communications 98
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
47 Public relations and lobbying
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship
A Sponsorship
B Types of sponsorship
C Word combinations with 'sponsor'
49 Crisis communication
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging
A Blogging basics
B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements
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文摘插图：
Legal definitions
The World Intellectual Property Organization gives the following definitions:
Intellectual property refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual property is divided into two categories:
1 Industrial property includes patents, which give the exclusive right to make, use and sell an invention in a given geographical area; trademarks （words or symbols that differentiate a company）; and industrial designs. A granted patent gives patent protection for 20 years in the UK. After that time you must renew the patent. In order to trademark, or register your trademark, you will need to complete a registration process.
2 Copyright protects literary and artistic works. Copyright protected work includes novels, plays, films, musical works, artistic works such as drawings, photographs, and architectural designs. Copyright protected work is said to be subject to copyright.
Note: The copyright symbol:
The trademark symbol: TM
The registered trademark symbol:
Legal problems
Legal problems may arise if another person has used copyright protected work without the copyright owner's （or holder's） permission. The UK Patent Office says: 'Intellectual property （IP） crimes include counterfeiting and piracy. Counterfeiting is deliberate or wilful trademark infringement and piracy is wilful copyright infringement. Infringement means reproducing copyrighted work without permission from the IP owner.'
If a trademark or copyright holder believes that another person has made unauthorized use of a trademark or copyright, then this may lead to a lawsuit, where one company takes another to court to enforce the trademark or copyright. The infringer, the person who has broken the copyright, may have to pay damages
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