| 掌握国际营销英语是从事国际商务工作和研究营销英语语言的重要基础。本书把国际营销这一特殊行业所使用的语言系统化地提供给读者，使读者通过阅读、分析、辨析、理解、记忆等语言学习过程逐步掌握国际营销行业英语，获得用英语从事国际营销的交际能力。 在编写上，本书把国际营销的主要领域用原汁原味的营销英语分编成13个单元，以点带面，侧重实用。收录部分重要的专业术语，并以黑体突出，显示与普通英语的表达差异。此外，每单元集中讨论一个专题，讨论中穿插理解问题，供师生课堂英语口语交流。 |
| Unit l Introduction 1.0 0verview 1.1 What Is Marketing All About? 1.1.1 The Concept of Exchange Exercises 1.2 Definitions of International Marketing 1.2.1 The Origins of Marketing Exercises Ⅰ 1.3 The Importance of Marketing 1.4 Why Should You Study Marketing? Exercises Ⅱ Unit 2 Consumer and Markets 2.O 0verview 2.1 The Decision—making Process 2.1.1 Problem 2.1.2 Search 2.1.3 Evaluation 2.1.4 Decision 2.1.5 Post-purchase Evaluation Process 2.2 Purchasing Situations 2.2.1 Routine PS 2.2.2 Limited PS 2.2.3 Extended PS 2.2.4 The Importance of Purcha-sing Situations Exercises Ⅰ 2.3 Environmental Influence 2.3.1 Sociocultural Influence 2.3.2 Technological Influence 2.3.3 Economic and Competitive Influence 2.3.4 Political and Legal Influence 2.4 Psychological Influences--the Individual 2.4.1 Personality Influence 2.4.2 Perception Influence 2.4.3 Learning 2.4.4 Motivation 2.4.5 Attitudes 2.5 Sociocultural Influences--the Group 2.5.1 Social Class Influence 2.5.2 Culture and Subculture Influence 2.5.3 Reference Groups Influence 2.5.4 Family Influence Exercises Ⅱ Unit 3 New Product Development Strategies Unit 4 International Product Planning and Development Unit 5 Distribution Planning and Channels Unit 6 Business-to-Business Markets Unit 7 Service,Nonprofit Marketing and Society Unit 8 Advertising and Public Realations Unit 9 Personal Selling and Sales Management Unit 10 Internet Communications and New Media Unit 11 Direct Marketing ,Exhibitions and Trade Fairs Unit 12 Marketing and Society Unit 13 Marketing of Services Appendix Glossary |
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