市场营销专业英语

　　Contents
　　Unit 1 Developing Marketing ＆ Corporate Strategies
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 2 Understanding Marketing Environment and Consumers
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 3 Marketing Research
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 4 Identifying Market Segments and Targets
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 5 Managing Products and Brands
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Models
　　Practical Training
　　Unit 6 Channels of Distribution
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 7 Setting the Right Price
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 8 Sales Promotion ＆ Personal Selling
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　Unit 9 Advertising and Public Relations
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Promotional tool
　　How it is being used
　　Advertising
　　Personal Selling
　　Sales Promotion
　　Public Relations
　　Further Reading
　　Practical Training
　　Unit 10 Internet Marketing
　　Lead-in
　　Mini-case
　　Situational Dialogue
　　Text
　　Key Terms ＆ Concepts
　　Key Notes to the Text
　　Practical Skills
　　Role Playing
　　Case Study
　　Further Reading
　　Practical Training
　　 

　　《市场营销专业英语》以市场营销业务流程为导向，选取流程中关键的环节如STP 战略、消费者行为分析、产品与品牌管理、渠道设计、定价技巧、销售技巧、广告策划和网络营销的最新进展等内容，精选难易适中的英语材料，针对每个环节设计了相应的情景，通过工作语言阅读、小案例分析、情景对话、角色扮演、实操演练和语言点练习等灵活多样的形式，突出营销的操作性和语言的实用性，强调英语作为沟通工具在营销全程的运用。