市场营销英语PDF电子书下载

Unit 1 Marketing concepts 1

Text 1.1 What is marketing？ 1

Text 1.2 Exchange relationships 2

Text 1.3 Marketing is good for you：revival in the fortunes of Scotch whisky 4

Unit 2 Products 9

Text 2.1 Give benefits not products 9

Text 2.2 Matching products and markets 12

Text 2.3 Branding 14

Unit 3 Place 18

Text 3.1 Placing goods in the market place 18

Text 3.2 How shelf space made Ecover 22

Text 3.3 Fast food 25

Unit 4 Promotion 26

Text 4.1 The promotion mix 26

Text 4.2 Premier seeks a premium 30

Unit 5 Pricing 33

Text 5.1 Is price all that matters？ 33

Text 5.2 Setting the price 36

Text 5.3 How price signals product quality 38

Text 5.4 Price goes by many names 40

Unit 6 Marketing services 42

Text 6.1 The nature and characteristics of services 42

Text 6.2 V＆A refreshes the arts 46

Text 6.3 Person marketing 48

Text 7.1 Breaking into an unreceptive market 53

Unit 7 International marketing 53

Text 7.2 The world's champion marketers：the Japanese？ 55

Text 7.3 Heinzight 58

Unit 8 Marketing and society 61

Text 8.1 Societal marketing 61

Text 8.2 Old cars get a new lease of life 62

Text 8.3 Reincarnation in the design studio 64

Text 8.4 No smoke without brand fire 68

Answer Key 71

参考译文 93

课文1.1 什么是市场营销 93

课文1.2 交换关系 93

课文2.1 提供的是利益而不是产品 94

课文2.2 使产品与市场相对应 96

课文2.3 品牌化 97

课文3.1 在市场所在地销售商品 99

课文4.1 促销组合 101

课文5.1 价格是最要紧的吗？ 103

课文5.2 定价 104

课文5.3 价格如何标志产品质量 105

课文5.4 价格一词有许多称谓 106

课文6.1 服务的本质和特性 106

课文6.2 人的市场营销 108

课文7.1 打入一个不被接受的市场 110

课文7.2 世界市场营销的佼佼者，是日本人吗？ 111

课文8.1 社会营销 112

生词表 114