剑桥市场营销英语

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 andproducts
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
17 Branding 2
A Brand platform
B Brand management
C Brand strategy
D More word combinations with brand
18 Brand values
A Common brand values
B Describing brand values
PEOPLE-CUSTOMERS AND STAFF
19 Market segmentation
A What is market segmentation?
B How does market segmentation work?
C Common market segments
20 Customer needs and behaviour
A Maslows Hierarchy of Needs
B Consumer Life Cycle (CLC)
C Purchasing behaviour
21 Loyalty programmes
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
22 Motivation marketing
A What is motivation marketing?
B Staff incentive schemes
C Incentives： travel and events
23 Customer Relationship Management
A One-to-one marketing
B CRM technology
C Privacy
PRICE
24 The marketing budget
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
25 Price
A Pricing strategies
B Pricing considerations
C The price test
PLACE
26 Logistics and the distribution chain
A Moving goods
B Direct distribution
C Indirect distribution
27 Merchandising
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film， book and music merchandising
28 Trade shows
A Why use trade shows?
B Organizing an event
29 Telemarketing
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
30 Online shopping and mail order
A The online shopping experience
B Mail order and the ordering process
31 Personal selling
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
32 Above， below and through the line
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
33 Media strategy
A Media strategy
B Media planning
C Media buying
34 TV and radio
A Advertising on TV or radio
B The audience
C Dayparts
35 Outdoor advertising
A Out-of-home advertising formats
B Effectiveness of OOH
36 The press
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
37 Printed documents
A Design
B Preparing to print
C The print job
38 Branded content
A History of branded content
B Types of branded content
C Efficiency
39 The internet
A Internet advertising
B Search engines
C Search engine marketing
40 Buzz marketing
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
41 Sales promotions and displays
A Sales promotions
B Point of purchase (POP) or point of sale (POS) displays
42 Direct mail and email
A The advantages of direct mail
B Organizing a direct mail or email campaign
C Describing a mailshot
43 Street marketing and sampling
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
44 Logos
A Types of logo
B Logo design
C Typeface
45 Materials and containers
A Describing packaging
PUBLIC RELATIONS
46 Corporate communications 98
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
47 Public relations and lobbying
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
48 Event and sports sponsorship
A Sponsorship
B Types of sponsorship
C Word combinations with sponsor
49 Crisis communication
A What is crisis communication?
B A crisis communication case study
50 Corporate blogging
A Blogging basics
B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements