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