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HOME新書上架暢銷書架好書推介特價區會員書架精選月讀2023年度TOP分類閱讀雜誌

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品種：超過100萬種書，正品正价，放心網購，悭钱省心

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新書推薦： 《 故事力：TED演讲者助力，当代青年克服表达难题（两位TED专业讲者教你掌握故事五大力） 》 售價：NT$ 381.0 《 中国民间神话故事绘（套装共15册） 》 售價：NT$ 2128.0 《 无限可能的身体 》 售價：NT$ 336.0 《 中国人工智能系列研究报告：大型语言模型的教育应用 》 售價：NT$ 325.0 《 北洋大学与近代中国（第2辑） 》 售價：NT$ 717.0 《 汗青堂丛书048·科举史（新） 》 售價：NT$ 370.0 《 新形势下海事综合风险管控理论与实践 》 售價：NT$ 448.0 《 数码港元：Web3.0构建香港新金融 》 售價：NT$ 420.0

編輯推薦： 这是一本既可做自学材料，也可做课堂学习的专业英语书。它能帮助你迅速熟悉和学习在商务环境下有关市场营销英语的词汇和表达。 內容簡介： 《新版剑桥实用专业英语：市场营销英语（附答案）》内容涵盖市场营销理论、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商务主题。每个单元都有关键词和表达方式的详解以及练习，供学习者检查和进一步理解所学到的知识。每个单元还设计了请你参与部分，为学习者提供情境模拟的机会。本书*后附有练习题答案和索引，供读者自我检测和深入学习。 關於作者： 特法拉尔具有多年的市场营销从业经验和英语教学实践经验。 玛丽安娜林斯利是一个经验丰富的商务英语教师。 目錄： INTRODUCTION 6 MARKETING BASICS 1 The marketing mix 1 8 A The Ps B Marketing a new product 2 The marketing mix 2 10 A The four Cs, As and Os B AIDA 3 SWOT analysis 12 A SWOT analysis B SWOT and marketing strategy 4 Marketing strategy and the marketing plan 14 A Marketing strategy vs. marketing plan B Developing the marketing plan 5 Marketing ethics 16 A Social marketing B Corporate social responsibility CSR 6 The market environment 18 A The micro environment B The macro environment： STEP analysis 7 Legal aspects of marketing 20 A Legal definitions B Legal problems C The Consumer Protection Act RESEARCH 8 Research 1 22 A Types of research B Research methodology 9 Research 2 24 A Describing survey results B Understanding trends and changes PRODUCT 10 New product 26 development 1 A Idea generation B Idea screening C Concept development and testing D Marketing strategy and business analysis 11 New product 28 development 2 A Workflow B Product development and optimization C Test marketing D Commercialization 12 Brainstorming 30 A The brainstorming session B Brainstorming techniques C Suggesting and building on ideas 13 Product and service types 32 A Product types B Word combinations with goods and products C Types of service 14 Product life cycles 34 A The Boston Consulting Group Matrix B Inside the Boston Box 15 Selling products and services 36 A The seller B The purchaser C Selling a service POSITIONING AND BRANDING 16 Branding 1 38 A What is a brand? B Branding C Word combinations with brand 17 Branding 2 40 A Brand platform B Brand management C Brand strategy D More word combinations with brand 18 Brand values 42 A Common brand values B Describing brand values PEOPLE CUSTOMERS AND STAFF 19 Market segmentation 44 A What is market segmentation? B How does market segmentation work? C Common market segments 20 Customer needs and behavior 46 A Maslows Hierarchy of Needs B Consumer Life Cycle CLC C Purchasing behaviour 21 Loyalty programmes 48 A Customer loyalty B Loyalty programmes C Talking about loyalty programmes 22 Motivation marketing 50 A What is motivation marketing? B Staff incentive schemes C Incentives： travel and events 23 Customer Relationship Management 52 A One-to-one marketing B CRM technology C Privacy PRICE 24 The marketing budget 54 A The marketing budget B Budgeting approaches C Return on investment ROI 25 Price 56 A Pricing strategies B Pricing considerations C The price test PLACE 26 Logistics and the distribution chain 58 A Moving goods B Direct distribution C Indirect distribution 27 Merchandising 60 A Merchandise and merchandising B Promotional merchandise C Sports merchandising D Film, book and music merchandising 28 Trade shows 62 A Why use trade shows? B Organizing an event 29 Telemarketing 64 A What is telemarketing? B Outbound telemarketing C Inbound telemarketing D Telemarketing scripts 30 Online shopping and mail order 66 A The online shopping experience B Mail order and the ordering process 31 Personal selling 68 A The sales force B Personal selling C The sales process D Marketing support PUBLICITY AND PROMOTION 32 Above, below and through the line 70 A Above-the-line B Below-the-line C Through-the-line D Advertising techniques 33 Media strategy 72 A Media strategy B Media planning C Media buying 34 TV and radio 74 A Advertising on TV or radio B The audience C Dayparts 35 Outdoor advertising 76 A Out-of-home advertising formats B Effectiveness of OOH 36 The press 78 A Newspapers B Magazines C Choosing titles D Choosing a position 37 Printed documents 80 A Design B Preparing to print C The print job 38 Branded content 82 A History of branded content B Types of branded content C Efficiency 39 The internet 84 A Internet advertising B Search engines C Search engine marketing 40 Buzz marketing 86 A Word of mouth B Buzz marketing and stealth marketing C Electronic buzz D Generating a buzz 41 Sales promotions and displays 88 A Sales promotions B Point of purchase POP or point of sale POS displays 42 Direct mail and email 90 A The advantages of direct mail B Organizing a direct mail or email campaign C Describing a mailshot 43 Street marketing and sampling 92 A History of street marketing B Aims of street marketing C Successful street marketing tactics PACKAGING 44 Logos 94 A Types of logo B Logo design C Typeface 45 Materials and containers 96 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 100 A Public relations B Media relations C Lobbying D Inside lobbying E Outside lobbying 48 Event and sports sponsorship 102 A Sponsorship B Types of sponsorship C Word combinations with sponsor 49 Crisis communication 104 A What is crisis communication? B A crisis communication case study 50 Corporate blogging 106 A Blogging basics B Blogs as a marketing tool Appendices 108 Answer key 120 Index 132 Acknowledgements 143

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