內容簡介
《市場行銷英語基礎教程》全書共分18單元，內容涵蓋行銷管理原理、市場調研、市場區隔、目標市場、市場定位、產品策略、廣告促銷、產品定價、國際行銷等領域，目的在於讓學習者通過專業英語的學習，熟悉並掌握儘可能多的英語專業術語、知識及行銷理念；在訓練專業英語文獻閱讀能力的同時，使他們進一步熟悉並掌握專業英語的文體結構、風格特徵及修辭技巧，以期為他們在將來的具體行銷工作中能比較嫻熟地運用英語打下堅實的基礎。
圖書目錄
Unit 1 Introduction to Core Marketing Concepts
Unit 2 Marketing Environment
Unit 3 Customer Value and Satisfaction
Unit 4 Types of Marketing Research
Unit 5 Consumer Purchase Decision Process
Unit 6 A Model of Business Buyer Behavior
Unit 7 Market Segmentation, Targeting, and Positioning
Unit 8 Product Classification and Product Decisions
Unit 9 Product Life Cycle and Its Marketing Implications
Unit 10 How to Set a Price on a Product
Unit 11 Retailer Marketing Decisions
Unit 12 Integrated Logistics Management
Unit 13 Sales Promotion
Unit 14 Steps in Developing Effective Communication
Unit 15 Functions of Advertising
Unit 16 Characteristics of Services and Related Marketing Strategies
Unit 17 The Competitive Industrial Environment Analysis
Unit 18 International Marketplace
Sample Test 1
Key to Sample Test 1
Sample Test 2
Key to Sample Test 2
Key to Exercises
References
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