国际营销英语2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

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Unit 1 国际营销概述1

Part Ⅰ Reading3

Text 1 Nature of Marketing3

Text 2 Nontraditional Marketing7

Part Ⅱ Listening10

What is Marketing？10

Part Ⅲ Chinese Summary11

Part Ⅳ Word Study11

Part Ⅴ Exercises14

Unit 2 市场17

Part Ⅰ Reading19

Text 1 Market Segmentation19

Text 2 Target Market23

Part Ⅱ Listening25

Defining the Market25

Part Ⅲ Chinese Summary26

Part Ⅳ Word Study27

Part Ⅴ Exercises29

Unit 3 营销组合33

Part Ⅰ Reading35

Text 1 About Marketing Mix35

Text 2 USP and AIDA39

Part Ⅱ Listening41

Philip Kotler41

Part Ⅲ Chinese Summary42

Part Ⅳ Word Study43

Part Ⅴ Exercises45

Unit 4 产品49

Part Ⅰ Reading51

Text 1 About Product51

Text 2 Product Packaging55

Part Ⅱ Listening57

Product Strategy57

Part Ⅲ Chinese Summary59

Part Ⅳ Word Study60

Part Ⅴ Exercises62

Unit 5 价格与定价策略65

PartⅠ Reading67

Text 1 Price and Pricing（Ⅰ）67

Text 2 Price and Pricing（Ⅱ）73

Part Ⅱ Listening76

Terminology of Marketing76

Part Ⅲ Chinese Summary78

Part Ⅳ Word Study79

Part Ⅴ Exercises81

Unit 6 促销85

Part Ⅰ Reading87

Text 1 Concept of Promotion87

Text 2 Advertising91

Part Ⅱ Listening93

Public Relations and Publicity93

Part Ⅲ Chinese Summary95

Part Ⅳ Word Study95

Part Ⅴ Exercises97

Unit 7 经销渠道101

Part Ⅰ Reading103

Text 1 The Meaning of“Place”in Marketing103

Text 2 Wholesaling and Retailing107

Part Ⅱ Listening109

Distribution109

Part Ⅲ Chinese Summary111

Part Ⅳ Word Study111

Part Ⅴ Exercises113

Unit 8 品牌策略117

Part Ⅰ Reading119

Text 1 What Is Branding？119

Text 2 Brand,Trademark and Branding123

Part Ⅱ Listening125

How to Brand a Product125

Part Ⅲ Chinese Summary126

Part Ⅳ Word Study127

Part Ⅴ Exercises129

Unit 9 定位策略133

Part Ⅰ Reading135

Text 1 Concept of Positioning135

Text 2 How to Position a Product139

Part Ⅱ Listening141

Responding to a Changing Market—Product Repositioning141

Part Ⅲ Chinese Summary143

Part Ⅳ Word Study144

Part Ⅴ Exercises146

Unit 10 态势分析法与宏观环境分析模型149

Part Ⅰ Reading151

Text 1 SWOT Analysis151

Text 2 PEST Analysis Identifying“Big Picture”Opportunities and Threats（1）155

Part Ⅱ Listening158

PEST Analysis Identifying“Big Picture”Opportunities and Threats（2）158

Part Ⅲ Chinese Summary160

Part Ⅳ Word Study161

Part Ⅴ Exercises163

Unit 11 营销调研167

Part Ⅰ Reading169

Text 1 How to Do Marketing Research169

Text 2 Primary Data173

Part Ⅱ Listening175

Secondary Data Analysis175

Part Ⅲ Chinese Summary177

Part Ⅳ Word Study178

Part Ⅴ Exercises180

Unit 12 营销环境183

Part Ⅰ Reading185

Text 1 Marketing Environment185

Text 2 Technological Environment189

Part Ⅱ Listening191

Cultural Environment191

Part Ⅲ Chinese Summary194

Part Ⅳ Word Study194

Part Ⅴ Exercises196

Unit 13 电子营销199

Part Ⅰ Reading201

Text 1 Features of E-marketing201

Text 2 Options for E-marketing206

Part Ⅱ Listening208

The Three Most Important Issues in Internet Marketing Right Now208

Part Ⅲ Chinese Summary210

Part Ⅳ Word Study211

Part Ⅴ Exercises213

Unit 14 客户215

Part Ⅰ Reading217

Text 1 How You Treat Your Smallest Customers Is What Matters217

Text 2 A Simple Way to Get to Know Your Customers220

Part Ⅱ Listening222

How to Build a Truly Customer-Centric Company222

Part Ⅲ Chinese Summary223

Part Ⅳ Word Study224

Part Ⅴ Exercises226

Unit 15 营销策略229

Part Ⅰ Reading231

Text 1 The Holistic Approach to Marketing231

Text 2 Locating and Evaluating Sites235

Part Ⅱ Listening236

Implementing Marketing Strategy236

Part Ⅲ Chinese Summary238

Part Ⅳ Word Study238

Part Ⅴ Exercises240

Unit 16 营销管理243

PartⅠ Reading245

Text 1 Learning to Manage and Managing to Learn245

Text 2 A Survey of Customer Sarisfaction Management248

Part Ⅱ Listening249

Internal Barriers249

Part Ⅲ Chinese Summary250

Part Ⅳ Word Study251

Part Ⅴ Exercises253