剑桥市场营销英语

本书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。本书可作为自学材料，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。 本书由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。 本书的后面还附有练习答案和索引。

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 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