Unit 1General View of International Marketing国际营销概述 PartIReading Text 1Nature of Marketing Text 2Nontraditional Marketing Part IIListening What is Marketing? Part IIIChinese Summary PartIVWord Study Part VExercises Unit 2Market市场 PartIReading Text 1Market Segmentation Text 2Target Market Part IIListening Defining the Market Part IIIChinese Summary PartIVWordStudy Part VExercises Unit 3Marketing Mix营销组合 PartIReading Text 1About Marketing Mix Text2 USPandAIDA Part IIListening Part 1IListening Distribution Part 111Chinese Summary Part IVWord Study Part VExercises Unit 8Branding/品牌策略 Part1Re Text 1What ls Branding? Text 2Brand, Trademark and Branding Part 11Listening How to Brand a Product Part 111Chinese Summary Part IVWord Study Part VExercises Unit 9Positioning/定位策略 Part IReading Text 1Concept of Positioning Text 2How to Position a Product Part 11Listening Responding to a Changing Market—Product Repositioning Part 111Chinese Summary Part 1VWord Study Part VExercises Unit 10 SWOT and PEST Analysis Templates/态势分析与宏观环境分析模型 Part IReading Text 1SWOT Analysis Text 2PEST AnalysisIdentifying "Big Picture" Opportunities and Threats (1) Part IIListening PEST AnalysisIdentifying "Big Picture" Opportunities and Threats (2) Part IIIChinese Summary Part IVWord Study Part VExercises Unit 11 Marketing Research/行销调研 Part IReading Text 1How to Do Marketing Research Text 2 PrimaryData Part II Listening Secondary Data Analysis Part IIIChinese Summary Part IVWord Study Part VExercises Unit 12 Marketing Environment营销环境 PartIReading Text 1 Marketing Environment Text 2 Technological Environment Part II Listening Cultural Environment Part IIIChinese Summary Part IVWord Study Part VExer Unit 13 E．marketing电子营销 PartIReading Text 1 Features of E-marketing Text 2 OptionsforE-marketing Part II Listening The Three Most Important Issues in Internet Marketing Right Now Part IIIChinese Summary Part IV Word Study Part VExercises Unit 14 Customers客户 PartIReading Text 1 How YOU Treat Your Smallest Customers Is What Matters Text 2 A Simple Way to Get to Know Your Customers Part II Listening How to Build a Truly Customer-Centric Company Part IIIChinese Summary Part IVWord Study Part VExer Unit 15 Marketing Strategy营销策略 PartIReading Text 1The Holis-tic Approach to Marketing Text 2Locating and Evaluating Sites Part IIListening Implementing Marketing Strategy Part IIIChinese Summary Part IVWord Study Part VExercises Unit 16 Marketing Management营销管理 Part IReading Text 1Learning to Manage and Managing to Learn Text 2A Survey of Customer Satisfaction Management Part IIListening Internal Barriers Part IIIChinese Summary Part IVWord Study Part VExercises
