市场营销英语电子书

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内容提要

Chapter 1 Understanding Marketing

Preview Case

1.1 Key Concept

1.1.1 The Marketing Concept

1.1.2 Wants, Needs and Satisfaction

1.2 Vocabulary Exercise

1.2.1 Cloze：The Family Firm and Its Marketing

1.2.2 Fill the gaps：Marketing Words

1.3 Case Study

Additional Reading

Chapter 2 Marketing Environment

Preview Case

2.1 Key Concept

2.2 Vocabulary Exercise

2.2.1 Put the words from the box into the correct columns

2.2.2 Colze：Marketing

2.2.3 Match and Blank

2.3 Case Study

Additional Reading

Chapter 3 Consumer Behavior

Preview Case

3.1 Key Concept

3.2 Vocabulary Exercise

3.2.1 Cloze: The Vole of Government

3.2.2 Matching and Completing Sentences

3.2.3 Group work: Discussion & Analysis

3.3 Case Study

Chapter 4 Marketing Research

Preview Case

4.1 Key Concept

4.2 Vocabulary Exercise

4.2.1 Cloze：The Car Insurance

4.2.2 Blank Filling：How to Make a Good Research

4.3 Case Study

4.4 Over to you

Chapter 5 Target Marketing

Preview Case

5.1 Key Concept

5.2 Vocabulary Exercise

5.2.1 Cloze：How to Satisfy Your Customers

5.2.2 Match and Complete

5.3 Case Study

5.4 Over to you

Chapter 6 Product

Preview Case

6.1 Key Concept

6.2 Vocabulary Exercise

6.2.1 Boxing：The True Meaning of Product

6.2.2 Cloze：SHARP’s Product Strategy

6.2.3 Blank：Know More Words of Product

6.3 Case Study

6.4 Over to you

Chapter 7 Brand Management

Preview Case

7.1 Key Concept

7.2 Vocabulary Exercise

7.2.1 Blank-Filling：Brand Positioning

7.2.2 Cloze：Sports and Brand Value

7.2.3 Match and Complete the Sentence

7.3 Case Study

7.4 Over to you

Chapter 8 Price Strategy

Preview Case

8.1 Key Concept

8.2 Vocabulary Exercise

8.2.1 Cloze：New Product and It’s Price

8.2.2 Match and Complete the Sentence

8.2.3 Discussion

8.3 Case Study

8.4 Over to you

Chapter 9 Distribution Strategy

Preview Case

9.1 Key Concept

9.2 Vocabulary Exercise

9.2.1 Cloze：The New Distribution Channel

9.2.2 Blank：Filling More Information of Distribution

9.2.3 Group Discussion

9.3 Case Study

9.4 Over to you

Chapter 10 Promotion

Preview Case

10.1 Key Concept

10.2 Vocabulary Exercise

10.2.1 Blank: A Good Promotion for Coca-Cola

10.2.2 Over to you —Presentations

10.2.3 Cloze：Promotion in Internet

10.2.4 Match and Complete the Sentence

10.3 Case Study

10.4 Over to you

Additional Reading

Chapter 11 The Marketing of Services

Preview Case

11.1 Key Concept

11.2 Vocabulary Exercise

11.2.1 Cloze：Zane’s Cycles and Their Good Service

11.2.2 Match and Blank-Filling

11.2.3 Match: Types of Service

11.3 Case Study

11.4 Over to you

Chapter 12 Global Marketing

Preview Case

12.1 Key Concept

12.2 Vocabulary Exercise

12.2.1 Cloze: Cooperation and Globalization

12.2.2 Match and Blank-Filling

12.3 Case Study

12.4 Over to you

Chapter 13 Ethic of Marketing

Preview Case

13.1 Key Concept

13.2 Vocabulary Exercise

13.2.1 Cloze：Green Marketing and New Energy

13.2.2 Blank-Filling

13.3 Case Study

13.4 Over to you

Chapter 14 Financial Management

Preview Case

14.1 Key Concept

14.2 Vocabulary Exercise

14.2.1 Cloze

14.2.2 Blank-Filling

14.3 Case study

14.4 Over to you

Chapter 15 Information Management

Preview Case

15.1 Key Concept

15.2 Vocabulary Exercise

15.2.1 Cloze

15.2.2 Blank-Filling

15.3 Case Study

15.4 Over to you

Appendix I

Appendix II

Appendix III

Appendix IV

Answer key

Bibliography