Unit 1 国际营销概述 1
Part Ⅰ Reading 3
Text 1 Nature of Marketing 3
Text 2 Nontraditional Marketing 7
Part Ⅱ Listening 10
What is Marketing? 10
Part Ⅲ Chinese Summary 11
Part Ⅳ Word Study 11
Part Ⅴ Exercises 14
Unit 2 市场 17
Part Ⅰ Reading 19
Text 1 Market Segmentation 19
Text 2 Target Market 23
Part Ⅱ Listening 25
Defining the Market 25
Part Ⅲ Chinese Summary 26
Part Ⅳ Word Study 27
Part Ⅴ Exercises 29
Unit 3 营销组合 33
Part Ⅰ Reading 35
Text 1 About Marketing Mix 35
Text 2 USP and AIDA 39
Part Ⅱ Listening 41
Philip Kotler 41
Part Ⅲ Chinese Summary 42
Part Ⅳ Word Study 43
Part Ⅴ Exercises 45
Unit 4 产品 49
Part Ⅰ Reading 51
Text 1 About Product 51
Text 2 Product Packaging 55
Part Ⅱ Listening 57
Product Strategy 57
Part Ⅲ Chinese Summary 59
Part Ⅳ Word Study 60
Part Ⅴ Exercises 62
Unit 5 价格与定价策略 65
PartⅠ Reading 67
Text 1 Price and Pricing(Ⅰ) 67
Text 2 Price and Pricing(Ⅱ) 73
Part Ⅱ Listening 76
Terminology of Marketing 76
Part Ⅲ Chinese Summary 78
Part Ⅳ Word Study 79
Part Ⅴ Exercises 81
Unit 6 促销 85
Part Ⅰ Reading 87
Text 1 Concept of Promotion 87
Text 2 Advertising 91
Part Ⅱ Listening 93
Public Relations and Publicity 93
Part Ⅲ Chinese Summary 95
Part Ⅳ Word Study 95
Part Ⅴ Exercises 97
Unit 7 经销渠道 101
Part Ⅰ Reading 103
Text 1 The Meaning of“Place”in Marketing 103
Text 2 Wholesaling and Retailing 107
Part Ⅱ Listening 109
Distribution 109
Part Ⅲ Chinese Summary 111
Part Ⅳ Word Study 111
Part Ⅴ Exercises 113
Unit 8 品牌策略 117
Part Ⅰ Reading 119
Text 1 What Is Branding? 119
Text 2 Brand,Trademark and Branding 123
Part Ⅱ Listening 125
How to Brand a Product 125
Part Ⅲ Chinese Summary 126
Part Ⅳ Word Study 127
Part Ⅴ Exercises 129
Unit 9 定位策略 133
Part Ⅰ Reading 135
Text 1 Concept of Positioning 135
Text 2 How to Position a Product 139
Part Ⅱ Listening 141
Responding to a Changing Market—Product Repositioning 141
Part Ⅲ Chinese Summary 143
Part Ⅳ Word Study 144
Part Ⅴ Exercises 146
Unit 10 态势分析法与宏观环境分析模型 149
Part Ⅰ Reading 151
Text 1 SWOT Analysis 151
Text 2 PEST Analysis Identifying“Big Picture”Opportunities and Threats(1) 155
Part Ⅱ Listening 158
PEST Analysis Identifying“Big Picture”Opportunities and Threats(2) 158
Part Ⅲ Chinese Summary 160
Part Ⅳ Word Study 161
Part Ⅴ Exercises 163
Unit 11 营销调研 167
Part Ⅰ Reading 169
Text 1 How to Do Marketing Research 169
Text 2 Primary Data 173
Part Ⅱ Listening 175
Secondary Data Analysis 175
Part Ⅲ Chinese Summary 177
Part Ⅳ Word Study 178
Part Ⅴ Exercises 180
Unit 12 营销环境 183
Part Ⅰ Reading 185
Text 1 Marketing Environment 185
Text 2 Technological Environment 189
Part Ⅱ Listening 191
Cultural Environment 191
Part Ⅲ Chinese Summary 194
Part Ⅳ Word Study 194
Part Ⅴ Exercises 196
Unit 13 电子营销 199
Part Ⅰ Reading 201
Text 1 Features of E-marketing 201
Text 2 Options for E-marketing 206
Part Ⅱ Listening 208
The Three Most Important Issues in Internet Marketing Right Now 208
Part Ⅲ Chinese Summary 210
Part Ⅳ Word Study 211
Part Ⅴ Exercises 213
Unit 14 客户 215
Part Ⅰ Reading 217
Text 1 How You Treat Your Smallest Customers Is What Matters 217
Text 2 A Simple Way to Get to Know Your Customers 220
Part Ⅱ Listening 222
How to Build a Truly Customer-Centric Company 222
Part Ⅲ Chinese Summary 223
Part Ⅳ Word Study 224
Part Ⅴ Exercises 226
Unit 15 营销策略 229
Part Ⅰ Reading 231
Text 1 The Holistic Approach to Marketing 231
Text 2 Locating and Evaluating Sites 235
Part Ⅱ Listening 236
Implementing Marketing Strategy 236
Part Ⅲ Chinese Summary 238
Part Ⅳ Word Study 238
Part Ⅴ Exercises 240
Unit 16 营销管理 243
PartⅠ Reading 245
Text 1 Learning to Manage and Managing to Learn 245
Text 2 A Survey of Customer Sarisfaction Management 248
Part Ⅱ Listening 249
Internal Barriers 249
Part Ⅲ Chinese Summary 250
Part Ⅳ Word Study 251
Part Ⅴ Exercises 253