Unit 1 Introduction to Marketing 1
Objectives 1
Listening 1
Reading 3
Vocabulary Drills 7
Grammar Focus 9
Speaking Skills 11
Translation Drills 11
Writing Drills 12
Unit 2 Customer Behavior 17
Objectives 17
Listening 17
Reading 19
Vocabulary Drills 24
Grammar Focus 26
Speaking Skills 28
Translation Drills 29
Writing Drills 30
Unit 3 Target Marketing 36
Objectives 36
Listening 36
Reading 38
Vocabulary Drills 42
Grammar Focus 44
Speaking Skills 47
Translation Drills 48
Writing Drills 49
Unit 4 Branding 53
Objectives 53
Listening 53
Reading 55
Vocabulary Drills 59
Grammar Focus 61
Speaking Skills 64
Translation Drills 65
Writing Drills 66
Unit 5 Pricing 71
Objectives 71
Listening 71
Reading 73
Vocabulary Drills 77
Grammar Focus 79
Speaking Skills 80
Translation Drills 81
Writing Drills 82
unit 6 Advertising 86
Objectives 86
Listening 86
Reading 88
Vocabulary Drills 92
Grammar Focus 95
Speaking Skills 98
Translation Drills 99
Writing Drills 100
Unit 7 Marketing Environment 105
Objectives 105
Listening 105
Reading 107
Vocabulary Drills 111
Grammar Focus 113
Speaking Skills 115
Translation Drills 118
Writing Drills 118
Unit 8 Business Strategies 123
Objectives 123
Listening 123
Reading 125
Vocabulary Drills 129
Grammar Focus 131
Speaking Skills 134
Translation Drills 134
Writing Drills 135
Unit 9 Competitive Advantage 140
Objectives 140
Listening 140
Reading 142
Vocabulary Drills 147
Grammar Focus 149
Speaking Skills 151
Translation Drills 152
Writing Drills 153
unit 10 Strategic Alliance 159
Objectives 159
Listening 159
Reading 161
Vocabulary Drills 166
Grammar Focus 168
Speaking Skills 170
Translation Drills 172
Writing Drills 173
Unit 11 Merger and Acquisition 177
Objectives 177
Listening 177
Reading 179
Vocabulary Drills 184
Grammar Focus 186
Speaking Skills 188
Translation Drills 190
Writing Drills 191
Unit 12 Localization 197
Objectives 197
Listening 197
Reading 199
Vocabulary Drills 204
Grammar Focus 206
Speaking Skills 208
Translation Drills 209
Writing Drills 210
Unit 13 Globalization 214
Objectives 214
Listening 214
Reading 216
Vocabulary Drills 220
Grammar Focus 222
Speaking Skills 224
Translation Drills 224
Writing Drills 225
Unit 14 Technology and Digital Revolution 230
Objectives 230
Listening 230
Reading 232
Vocabulary Drills 236
Grammar Focus 238
Speaking Skills 240
Translation Drills 241
Writing Drills 242
Unit 15 Management Gurus 247
Objectives 247
Listening 247
Reading 249
Vocabulary Drills 253
Grammar Focus 255
Speaking Skills 257
Translation Drills 258
Writing Drills 259
Unit 16 Legendary CEOs 263
Objectives 263
Listening 263
Reading 265
Vocabulary Drills 269
Grammar Focus 272
Speaking Skills 273
Translation Drills 274
Writing Drills 275
Appendix 1 Transcripts for Listening 280
Appendix 2 Answer Keys to Text B 302
Appendix 3 Grammar Focus 308
Appendix 4 Reference Version for Translation Drills 315
Appendix 5 Reference Version for Writing Assignments 323
Appendix 6 Notes 339