市场营销英语

     Contents
   Marketing concepts
    Text 1.1 What is marketing?
    Text 1.2 Exchange relationships
    Text 1.3 Marketing is good for you: revival in the fortunes
    of Scotch whisky
   Products
    Text 2.1
    Text 2.2
    Text 2.3
   Place
    Text 3.1
    Text 3.2
    Text 3.3
    Give benefits not products
    Matching products and markets
    Branding
    Placing goods in the market place
    How shelf space made Ecover
    Fast food
   Promotion
    Text 4.1 The promotion mix
    Text 4.2 Premier seeks a premium
   Pricing
    Text 5.1
    Text 5.2
    Text 5.3
    Text 5.4
    Is price all that matters?
    Setting the price
    How price signals product quality
    Price goes by many names
   Marketing services
    Text 6.1 The nature and characteristics of services
    Text 6.2 V & A refreshes the arts
    Text 6.3 Person marketing
   International marketing
    Text 7.1 Breaking into an unreceptive market
    Text 7.2 The world's champion marketers: the Japanese?
    Text 7.3 Heinzight
   Marketing and society
    Text 8.1 Societal marketing
    Text 8.2 Old cars get a new lease of life
    Text 8.3 Reincarnation in the design studio
    Text84Nosm0kewith0utbrandfire
    AnsWerKey
   参考译文
    课文1.1 什么是市场营销
    课文1.2 交换关系
    课文2.1 提供的是利益而不是产品
    课文2.2 使产品与市场相对应
    课文2.3 品牌化
    课文3.1 在市场所在地销售商品
    课文4.1 促销组合
    课文5.1 价格是最要紧的吗？
    课文5.2 定价
    课文5.3 价格如何标志产品质量
    课文5.4 价格一词有许多称谓
    课文6.1 服务的本质和特性
    课文6.2 人的市场营销
    课文7.1 打入一个不被接受的市场
    课文7.2 世界市场营销的佼佼者，是日本人吗？
    课文8.1 社会营销
    生词表