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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。

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

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

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市场营销专业英语（Marketing English）