本书以市场营销业务流程为导向，选取流程中关键的环节如STP 战略、消费者行为分析、产品与品牌管理、渠道设计、定价技巧、销售技巧、广告策划和网络营销的最新进展等内容，精选难易适中的英语材料，针对每个环节设计了相应的情景，通过工作语言阅读、小案例分析、情景对话、角色扮演、实操演练和语言点练习等灵活多样的形式，突出营销的操作性和语言的实用性，强调英语作为沟通工具在营销全程的运用。     读者对象：适用于应用型本科、高职院校市场营销专业学生和开设营销课程的管理类专业学生，也可作为职业营销人员提升工作语言能力的参考书。

编 写 说 明 经济全球化扑面而来，企业的竞争已经超越了国界，并且愈演愈烈。中国已经成为国际经济舞台上的一支重要力量，世界500强的企业纷纷抢滩中国，中国本土企业也迈开大步走出国门。如何“全球性思考、本土化执行”已成为企业在国际竞争中立于不败之地的关键，市场营销在企业生产经营中的作用日渐突出。如何让初登国际经济舞台的中国企业营销人员有效进行国际沟通已成当务之急。 本书以市场营销业务流程为导向，针对每个环节设计了相应的情境，通过工作语言阅读、小案例分析、情境对话、角色扮演、实操演练和语言点练习等灵活多样的形式，强调英语作为沟通工具在营销全程的运用，突出营销的操作性和语言的实用性。 全书共分为10个单元，其中第1、4单元由吕永红编写，第6、10单元由孙海涛编写，第3、7单元由万广圣编写，第2单元由赵学旻编写，第5单元由汪洁婷编写，第8单元由王利娜编写，第9单元由张帆编写。 由于编写时间仓促，错误之处在所难免，恳请专业人士和读者提出宝贵意见。 编 者 2011年3月

Contents Unit 1 Developing Marketing ＆ Corporate Strategies 1 Lead-in 1 Mini-case 2 Situational Dialogue 2 Text 3 Key Terms ＆ Concepts 11 Key Notes to the Text 11 Practical Skills 13 Role Playing 19 Case Study 20 Further Reading 20 Practical Training 24 Unit 2 Understanding Marketing Environment and Consumers 25 Lead-in 25 Mini-case 26 Situational Dialogue 26 Text 27 Key Terms ＆ Concepts 34 Key Notes to the Text 34 Practical Skills 36 Role Playing 44 Case Study 44 Further Reading 45 Practical Training 46 Unit 3 Marketing Research 48 Lead-in 48 Mini-case 48 Situational Dialogue 49 Text 50 Key Terms ＆ Concepts 56 Key Notes to the Text 56 Practical Skills 57 Role Playing 61 Case Study 62 Further Reading 62 Practical Training 64 Unit 4 Identifying Market Segments and Targets 65 Lead-in 65 Mini-case 65 Situational Dialogue 66 Text 67 Key Terms ＆ Concepts 71 Key Notes to the Text 72 Practical Skills 73 Role Playing 79 Case Study 80 Further Reading 80 Practical Training 82 Unit 5 Managing Products and Brands 83 Lead-in 83 Mini-case 84 Situational Dialogue 84 Text 85 Key Terms ＆ Concepts 94 Key Notes to the Text 95 Practical Skills 96 Role Playing 104 Case Study 104 Further Reading 105 Models 107 Practical Training 107 Unit 6 Channels of Distribution 109 Lead-in 109 Mini-case 110 Situational Dialogue 110 Text 111 Key Terms ＆ Concepts 118 Key Notes to the Text 119 Practical Skills 120 Role Playing 126 Case Study 126 Further Reading 127 Practical Training 128 Unit 7 Setting the Right Price 130 Lead-in 130 Mini-case 130 Situational Dialogue 131 Text 131 Key Terms ＆ Concepts 137 Key Notes to the Text 137 Practical Skills 138 Role Playing 141 Case Study 142 Further Reading 143 Practical Training 148 Unit 8 Sales Promotion ＆ Personal Selling 149 Lead-in 149 Mini-case 149 Situational Dialogue 150 Text 150 Key Terms ＆ Concepts 156 Key Notes to the Text 157 Practical Skills 157 Role Playing 161 Case Study 162 Further Reading 163 Practical Training 165 Unit 9 Advertising and Public Relations 166 Lead-in 166 Mini-case 166 Situational Dialogue 167 Text 167 Key Terms ＆ Concepts 176 Key Notes to the Text 177 Practical Skills 179 Role Playing 184 Case Study 184 Promotional tool 185 How it is being used 185 Advertising 185 Personal Selling 185 Sales Promotion 185 Public Relations 185 Further Reading 185 Practical Training 186 Unit 10 Internet Marketing 187 Lead-in 187 Mini-case 188 Situational Dialogue 189 Text 189 Key Terms ＆ Concepts 195 Key Notes to the Text 195 Practical Skills 196 Role Playing 203 Case Study 204 Further Reading 206 Practical Training 207

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