营销英语-高职高专教材

节选

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《营销英语》，本书覆盖了市场营销专业的各个方面。内容涉及市场营销，营销管理理念，战略计划，营销环境，市场调查与信息系统，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，新产品开发与产品生命周期策略，产品定价方法，定价策略，分销渠道及物流管理等各个方面。

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相关资料

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插图：Intemational, national-wide and local economic environment are all critically significant to marketers, as people can become real consumers when they possess the necessary economicability. With the same population force, the stronger the social purchasing power, the larger the scale of marketing need. Therefore, marketers should place great importance on the trend of economic environment, especially the social purchasing power and the structure of the expenditure of the people.First of all, they should consider the consumer purchasing power. The income of consumers is the source for the purchasing power, including the consumers’ salary, bonus, allowance, dividend, rent payment and all other styles of currency income. Usually, with the stability of commodity price, the higher income level tends to generate higher purchasing power and in turn more opportunities for the market.In addition, marketers should look into the consumer spending patterns as well, i.e., the proportion of income used for food, housing, transportation, clothing, health care, entertainment, insurance and so on. Consumers at different income levels have different spending patterns, which were noted by Ernst Engel a century ago. He created the famous Engel’s laws to indicate the proportion of food in a family’s income. He pointed out that the bigger the coefficient, the poorer the economic state and vice versa. The famous Engel’s laws have been supported by later studies.Finally, marketers should pay attention to the global economic climate. In the age when faxes, phone lines and the Internet can instantaneously carry orders and information highway around the world to a waiting supplier or customer, every marketer is influenced by the global economic environment. The case that marketers have to adjust their marketing plans because of the financial crisis sweeping over the world since 2008 is well illustrative.

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本书特色

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本书选取了营销的16个核心概念，每个单元围绕一个核心概念展开4～5个问题，每部分围绕一个特定的问题阐述或引导学生讨论运用。内容涉及营销管理理念，战略计划，营销环境，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，产品定价方法，定价策略，分销渠道等各个方面。

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内容简介

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本书覆盖了市场营销专业的各个方面。内容涉及市场营销，营销管理理念，战略计划，营销环境，市场调查与信息系统，消费者市场与消费者购买行为，组织市场与组织购买行为，市场细分、选择目标市场和市场定位，产品和服务战略，新产品开发与产品生命周期策略，产品定价方法，定价策略，分销渠道及物流管理等各个方面。
本书适合用于高等院校市场营销及相关专业的专业英语教材和双语教材，也可供有关人员作阅读材料。

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目录

unit 1 the marketing conceptunit 2 the marketing environmentunit 3 marketing researchunit 4 target marketunit 5 new product developmentunit 6 brandingunit 7 packagingunit 8 pricingunit 9 distributionunit 10 advertisingunit 11 sales promotionunit 12 public relationsunit 13 personal sellingunit 14 on-line marketingunit 15 international marketingunit 16 green marketingacknowledgements

封面

书名:营销英语-高职高专教材

作者:John Nelson

页数:194 页

定价:¥23.0

出版社:清华大学出版社

出版日期:2010-04-01

ISBN:9787302219989

PDF电子书大小:79MB 高清扫描完整版