现代国际营销英语
2007-12
国防工业
刘法公
408
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《现代国际营销英语》向读者提供纯正的国际营销英语语料，配上口语训练题和书面语言练习题，边学边练，逐步提高营销英语水平。读者在学习国际营销英语的同时也掌握许多国际营销的理论和策略，了解营销学的精要，为将来从事国际营销及其有关工作打下英语技能和专业技能两个基础。现代国际营销英语是现代国际营销领域的专业语言，也是专门用途英语的一个重要分支，其句法、词法、语体等均有特色。掌握现代国际营销英语是从事国际营销和研究专门用途英语的前提。 全书共分13个单元，主要涉及“新产品开发策略”、“国际产品规划与开发”、“营销规划与渠道”、“B2B市场”、“服务、非盈利营销与社会”、“广告宣传与公共关系”、“人员推销与销售管理”、“网上营销与新媒体”、“直销、会展与交易会”、“营销与社会”、“服务营销” 等内容。《现代国际营销英语》适于作高等院校英语、外贸英语、商务英语、国际营销、国际贸易、国际经济管理等专业的英语教材，也是从事国际营销的人员提高英语水平的重要参考书。
Unit l Introduction1.0 0verview1.1 What Is Marketing All About?1.1.1 The Concept of Exchange Exercises1.2 Definitions of International Marketing1.2.1 The Origins of MarketingExercises Ⅰ1.3 The Importance of Marketing1.4 Why Should You Study Marketing?Exercises ⅡUnit 2 Consumer and Markets2.O 0verview2.1 The Decision—making Process2.1.1 Problem2.1.2 Search2.1.3 Evaluation2.1.4 Decision2.1.5 Post-purchase Evaluation Process2.2 Purchasing Situations2.2.1 Routine PS2.2.2 Limited PS2.2.3 Extended PS2.2.4 The Importance of Purcha-sing SituationsExercises Ⅰ2.3 Environmental Influence2.3.1 Sociocultural Influence2.3.2 Technological Influence2.3.3 Economic and Competitive Influence2.3.4 Political and Legal Influence2.4 Psychological Influences--the Individual2.4.1 Personality Influence2.4.2 Perception Influence2.4.3 Learning2.4.4 Motivation2.4.5 Attitudes2.5 Sociocultural Influences--the Group2.5.1 Social Class Influence2.5.2 Culture and Subculture Influence2.5.3 Reference Groups Influence2.5.4 Family InfluenceExercises ⅡUnit 3 New Product Development StrategiesUnit 4 International Product Planning and DevelopmentUnit 5 Distribution Planning and ChannelsUnit 6 Business-to-Business MarketsUnit 7 Service，Nonprofit Marketing and SocietyUnit 8 Advertising and Public RealationsUnit 9 Personal Selling and Sales ManagementUnit 10 Internet Communications and New MediaUnit 11 Direct Marketing ，Exhibitions and Trade FairsUnit 12 Marketing and SocietyUnit 13 Marketing of ServicesAppendix Glossary
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