剑桥市场营销英语
2010-1
人民邮电出版社
（英）法拉尔，林斯利 著
144
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《剑桥市场营销英语》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'
……
Legal definitions The World Intellectual Property Organization gives the following definitions: Intellectual property refers to creations of the mind: inventions, literary and artistic works, and symbols, names, images and designs used in commerce. Intellectual property is divided into two categories: 1 Industrial property includes patents, which give the exclusive right to make, use and sell an invention in a given geographical area; trademarks （words or symbols that differentiate a company）; and industrial designs. A granted patent gives patent protection for 20 years in the UK. After that time you must renew the patent. In order to trademark, or register your trademark, you will need to complete a registration process. 2 Copyright protects literary and artistic works. Copyright protected work includes novels, plays, films, musical works, artistic works such as drawings, photographs, and architectural designs. Copyright protected work is said to be subject to copyright. Note: The copyright symbol: The trademark symbol: TM The registered trademark symbol: Legal problems Legal problems may arise if another person has used copyright protected work without the copyright owners （or holders） permission. The UK Patent Office says: Intellectual property （IP） crimes include counterfeiting and piracy. Counterfeiting is deliberate or wilful trademark infringement and piracy is wilful copyright infringement. Infringement means reproducing copyrighted work without permission from the IP owner. If a trademark or copyright holder believes that another person has made unauthorized use of a trademark or copyright, then this may lead to a lawsuit, where one company takes another to court to enforce the trademark or copyright. The infringer, the person who has broken the copyright, may have to pay damages or compensation to the trademark holder, normally financial. Most company websites include a page called terms and conditions or copyright information. Visitors to the site must agree to the terms and conditions. The terms and conditions usually contain what a visitor may download or take from the web page and post or upload to the web page, and a disclaimer to say the company is not legally responsible for the misuse of its web pages. The Consumer Protection Act The Consumer Protection Act is a law in the UK that protects the consumer from faulty or defective products, or products that are not as safe as they are generally expected to be. Consumers are legally entitled to goods of a satisfactory quality. Producers, suppliers and importers are liable for that is, responsible for the products they sell. Death, personal injury involving physical damage to a person and damage to private property are covered under the act. Enforcement of the act that is, making sure the act is respected - is the job of the trading standards officer. Businesses need to monitor and control their produce to make sure they are fulfilling, or carrying out, all safety regulations. A central part of the law is product liability, which means that any person who is injured or physically hurt by a defective product does not have to prove a manufacturer negligentthat is, at fault before suing, or taking the manufacturer to court.
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.
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这本书很实用，一方面比较全面地介绍了市场营销方面的知识，一方面让人学习到这个领域的专业词汇。书的内容还算有趣，不枯燥，可读性强。
很实用的一本书，了解到市场营销的一些专业英语
第二次买了 很不错的书对英语和市场营销都有帮助
拍下这本书为了自学用。还好之前学校开过市场营销，感觉内容很好理解。
剑桥的东西总体不会很差，还没仔细看，彩页的，书页有质感
全是英文的，看起来还不错，适合营销人员和营销专业学生使用
喝同学一起买的，学校课本
乍一看，觉得太简单。但是认真看了后发现编排很好，就是不知道有没有配套的听力碟子？
服务好，态度好。满意
很好，朋友爱不释手
词典很有用，下半年的任务就是背完。
在书店看不错，就到当当买，便宜一点。English in use系列内容都不错
昨天晚上八点多买的，今天上午九点多就到了，这速度太快了。第一次网购就常到了甜头。书大致浏览了一下，结构不错，还没细看
比较实用，后来好多同事也买了
第一次看《剑桥市场营销英语》英语这本书是在学校的图书馆借来看的，时间到了但是还没有看完（我基本保持一天看3、4个章节）。而之后要出国留学，涉及到写文书等各种需要用到marketing英语词汇的地方，所以决心买一本市场营销英语工具书，倒不一定要买这本。可是上网查了好久，都没有找到第二本满意的，不是年代久远就是不如这本书这么适合与自学，所以最后还是决定了买这本。
唯一的不足就是性价比不太高，相对于这本书的厚度，价格确实有点高，虽然确实是正版，也是彩色印刷，但是还是觉得有点贵呢，不过呢，我这种以后要一直用下去直到把书上内容吃进肚子里的人来说倒是值得。
总之~是本好书！
全英文版，覆盖了主要的市场营销知识，对学习市场营销方面的英语很有帮助。可惜没有CD。
我们专业是学商务的，都觉得这书好。
收到后打开大致翻阅了一下，感觉挺专业的，但是我估计我得翻着英语词典读了。。。
这本书印刷质量不错，树叶很轻，不知道为什么价格这么贵，但里面的内容和很实用。
书的英文不难，但自学没多大用处。
纸质不是很好。内容还没看。
整体还是不错的，正版书！
书很薄，内容也较少，相对来说，价格明显高了。