| 《剑桥市场营销英语》：Professiona/Enghsh in Use Marketing contains 50 units covering a wide variety of marketing vocabulary. Topics include marketing basics, the full 'marketing mix', research, PR, and marketing communications. Primarily designed as a self-study reference and practice book, it can also be used for classroom work and one-to-one lessons, and is suitable for intermediate and upper intermediate students. Professional English in Use Marketing draws on authentic texts and real companies to present tile most up-to-date and comprehensive language and terminology. It is a must for students of marketing or business, and for marketing professionals who need to use Enqlish at work.Presents and explains vocabulary items in context on the left-hand pages with a range of practice activities on the right-hand pages.Features 'Over to you' activities which enable learners to apply the language they have learnt to their own studies and working lives.Includes a comprehensive, learner-friendly answer key and index. |
| 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' …… |
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