《市场营销英语》

Unit 1 Marketing concepts1

Text 1.1 What is marketing？1

Text 1.2 Exchange relationships2

Text 1.3 Marketing is good for you：revival in the fortunes of Scotch whisky4

Unit 2 Products9

Text 2.1 Give benefits not products9

Text 2.2 Matching products and markets12

Text 2.3 Branding14

Unit 3 Place18

Text 3.1 Placing goods in the market place18

Text 3.2 How shelf space made Ecover22

Text 3.3 Fast food25

Unit 4 Promotion26

Text 4.1 The promotion mix26

Text 4.2 Premier seeks a premium30

Unit 5 Pricing33

Text 5.1 Is price all that matters？33

Text 5.2 Setting the price36

Text 5.3 How price signals product quality38

Text 5.4 Price goes by many names40

Unit 6 Marketing services42

Text 6.1 The nature and characteristics of services42

Text 6.2 V＆A refreshes the arts46

Text 6.3 Person marketing48

Text 7.1 Breaking into an unreceptive market53

Unit 7 International marketing53

Text 7.2 The world's champion marketers：the Japanese？55

Text 7.3 Heinzight58

Unit 8 Marketing and society61

Text 8.1 Societal marketing61

Text 8.2 Old cars get a new lease of life62

Text 8.3 Reincarnation in the design studio64

Text 8.4 No smoke without brand fire68

Answer Key71

参考译文93

课文1.1 什么是市场营销93

课文1.2 交换关系93

课文2.1 提供的是利益而不是产品94

课文2.2 使产品与市场相对应96

课文2.3 品牌化97

课文3.1 在市场所在地销售商品99

课文4.1 促销组合101

课文5.1 价格是最要紧的吗？103

课文5.2 定价104

课文5.3 价格如何标志产品质量105

课文5.4 价格一词有许多称谓106

课文6.1 服务的本质和特性106

课文6.2 人的市场营销108

课文7.1 打入一个不被接受的市场110

课文7.2 世界市场营销的佼佼者，是日本人吗？111

课文8.1 社会营销112

生词表114