市场营销英语(新版剑桥实用专业英语) 在线下载 pdf mobi 2025 epub 电子版

《新版剑桥实用专业英语：市场营销英语（附答案）》内容涵盖市场营销理论、市场调研、产品、定位与品牌建立、人员、价格、渠道、促销、包装以及公共关系等商务主题。每个单元都有关键词和表达方式的详解以及练习，供学习者检查和进一步理解所学到的知识。每个单元还设计了“请你参与”部分，为学习者提供情境模拟的机会。本书 附有练习题答案和索引，供读者自我检测和深入学习。

INTRODUCTION 6

MARKETING BASICS

1 The marketing mix 1 8

A The Ps

B Marketing a new product

2 The marketing mix 2 10

A The four Cs, As and Os

B AIDA

3 SWOT analysis 12

A SWOT analysis

B SWOT and marketing strategy

4 Marketing strategy and the marketing plan 14

A Marketing strategy vs. marketing plan

B Developing the marketing plan

5 Marketing ethics 16

A Social marketing

B Corporate social responsibility (CSR)

6 The market environment 18

A The micro environment

B The macro environment: STEP analysis

7 Legal aspects of marketing 20

A Legal definitions

B Legal problems

C The Consumer Protection Act

RESEARCH

8 Research 1 22

A Types of research

B Research methodology

9 Research 2 24

A Describing survey results

B Understanding trends and changes

PRODUCT

10 New product 26

development 1

A Idea generation

B Idea screening

C Concept development and testing

D Marketing strategy and business analysis

11 New product 28

development 2

A Workflow

B Product development and optimization

C Test marketing

D Commercialization

12 Brainstorming 30

A The brainstorming session

B Brainstorming techniques

C Suggesting and building on ideas

13 Product and service types 32

A Product types

B Word combinations with ‘goods’ and ‘products’

C Types of service

14 Product life cycles 34

A The Boston Consulting Group Matrix

B Inside the Boston Box

15 Selling products and services 36

A The seller

B The purchaser

C Selling a service

POSITIONING AND BRANDING

16 Branding 1 38

A What is a brand?

B Branding

C Word combinations with ‘brand’

17 Branding 2 40

A Brand platform

B Brand management

C Brand strategy

D More word combinations with ‘brand’

18 Brand values 42

A Common brand values

B Describing brand values

PEOPLE – CUSTOMERS AND STAFF

19 Market segmentation 44

A What is market segmentation?

B How does market segmentation work?

C Common market segments

20 Customer needs and behavior 46

A Maslow’s Hierarchy of Needs

B Consumer Life Cycle (CLC)

C Purchasing behaviour

21 Loyalty programmes 48

A Customer loyalty

B Loyalty programmes

C Talking about loyalty programmes

22 Motivation marketing 50

A What is motivation marketing?

B Staff incentive schemes

C Incentives: travel and events

23 Customer Relationship Management 52

A One-to-one marketing

B CRM technology

C Privacy

PRICE

24 The marketing budget 54

A The marketing budget

B Budgeting approaches

C Return on investment (ROI)

25 Price 56

A Pricing strategies

B Pricing considerations

C The price test

PLACE

26 Logistics and the distribution chain 58

A Moving goods

B Direct distribution

C Indirect distribution

27 Merchandising 60

A Merchandise and merchandising

B Promotional merchandise

C Sports merchandising

D Film, book and music merchandising

28 Trade shows 62

A Why use trade shows?

B Organizing an event

29 Telemarketing 64

A What is telemarketing?

B Outbound telemarketing

C Inbound telemarketing

D Telemarketing s

30 Online shopping and mail order 66

A The online shopping experience

B Mail order and the ordering process

31 Personal selling 68

A The sales force

B Personal selling

C The sales process

D Marketing support

PUBLICITY AND PROMOTION

32 Above, below and through the line 70

A Above-the-line

B Below-the-line

C Through-the-line

D Advertising techniques

33 Media strategy 72

A Media strategy

B Media planning

C Media buying

34 TV and radio 74

A Advertising on TV or radio

B The audience

C Dayparts

35 Outdoor advertising 76

A Out-of-home advertising formats

B Effectiveness of OOH

36 The press 78

A Newspapers

B Magazines

C Choosing titles

D Choosing a position

37 Printed documents 80

A Design

B Preparing to print

C The print job

38 Branded content 82

A History of branded content

B Types of branded content

C Efficiency

39 The internet 84

A Internet advertising

B Search engines

C Search engine marketing

40 Buzz marketing 86

A Word of mouth

B Buzz marketing and stealth marketing

C Electronic buzz

D Generating a buzz

41 Sales promotions and displays 88

A Sales promotions

B Point of purchase (POP) or point of sale (POS) displays

42 Direct mail and email 90

A The advantages of direct mail

B Organizing a direct mail or email campaign

C Describing a mailshot

43 Street marketing and sampling 92

A History of street marketing

B Aims of street marketing

C Successful street marketing tactics

PACKAGING

44 Logos 94

A Types of logo

B Logo design

C Typeface

45 Materials and containers 96

A Describing packaging

PUBLIC RELATIONS

46 Corporate communications 98

A The goals of corporate communications

B Corporate values and identity

C Tools of corporate communications

47 Public relations and lobbying 100

A Public relations

B Media relations

C Lobbying

D Inside lobbying

E Outside lobbying

48 Event and sports sponsorship 102

A Sponsorship

B Types of sponsorship

C Word combinations with ‘sponsor’

49 Crisis communication 104

A What is crisis communication?

B A crisis communication case study

50 Corporate blogging 106

A Blogging basics

B Blogs as a marketing tool

Appendices 108

Answer key 120

Index 132

Acknowledgements 143

特？法拉尔具有多年的市场营销从业经验和英语教学实践经验。

  玛丽安娜？林斯利是一个经验丰富的商务英语教师。

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IntroductionWho is this book for?Professional English in Use Marketing presents the vocabulary and expressions required to speak about marketing and related fields. It is designed to help those who work in marketing and need to use English. It will also help marketing students preparing for their first contacts with English speakers or studying for exams in English. The level of the book is intermediate to upper-intermediate.This book assumes you know, or are in the process of learning from your marketing course, common marketing and communication concepts (such as the marketing mix and targeting). Our focus is on the words that are often used by professionals when talking and writing about marketing (such as core target and focus groups) and on English words which are given a special meaning in marketing (such as buzz and loyalty). Every unit uses authentic sources, including marketing forums, company websites, articles from the trade press, marketing blogs, marketing presentations, and case studies.You can use the book on your own for self-study, or with a teacher in the classroom, oneto- one or in groups.How is the book organized?The book has 50 two-page thematic units. The units are divided into ten sections which cover topics such as Product, Price and Place. The first section, Marketing basics, introduces essential marketing vocabulary and concepts which you will need to tackle the more specialized units later in the book.The left-hand page of each unit explains new words and expressions and shows how the vocabulary is used in real contexts. The right-hand page allows you to check and develop your understanding of the new language and how it is used, through a series of exercises. There is cross-referencing between units to help you develop your vocabulary.There are twelve appendices, covering examples of confusing words, preparing a marketing plan, talking about numbers, describing brand values, market segments, indirect distribution methods, advertising techniques, TV and radio dayparts and programmes, types of out-of-home advertising, types of magazine, a newspaper rate card, and mailshot items.There is an answer key at the back of the book. Most of the exercises have questions with only one correct answer. But some of the exercises, including the Over to you activities at the end of each unit (see opposite), are designed for writing and / or discussion.There is also an index, which lists all the new words and expressions presented in the book and gives the unit numbers where they appear. It also indicates how the terms are pronounced.The left-hand pageThis page presents the key vocabulary in bold typeface for each theme or skills area. The language is introduced in a series of short texts, dialogues, diagrams and tables. Many vocabulary items are illustrated. Each unit has sections indicated by a letter – usually A, B and C – and a clear title.In addition to vocabulary explanations, this page includes information about typical collocations (word combinations) and register (formal and informal language).There are also notes on language points, for example where a particular grammatical form is associated with a word, or where the same word may have different uses.The right-hand pageThe exercises on the right-hand page allow you to check your understanding and give you practice in using the words and expressions presented on the left-hand page. There are a variety of exercises including crosswords, short texts, gap fills, matching exercises, and tables to complete.‘Over to you’ sectionsAn important feature of Professional English in Use Marketing is the Over to you section at the end of each unit. This is your opportunity to put into practice the words and expressions in the unit by relating it to your professional situation, studies or opinions.How to use the book for self-studyWe suggest all learners start with the Marketing basics section. Learners can then work systematically through the book or pick topics that interest them from the contents page.Read through the texts on the left-hand page. If you meet words which you consider important and which are not explained in the text, look at the index to see if they are explained in another unit. Do the exercises on the right-hand page and check your answers in the key. If you find you have made mistakes, go back to the left-hand page use as many new words as possible. You should present your ideas out loud and ideally record yourself. The index gives help with pronunciation.How to use the book in a classroomTeachers can use this book as a framework for an ‘English for Marketing’ course or to supplement more general course books. The illustrations can often be used as a warm-up activity or as a talking point during the class. Sometimes, the left-hand page may be used as the basis for a presentation, either by the teacher or the learners. Learners can do the exercises individually or in small groups. They can compare answers in the groups or as a whole class feedback session. In the classroom, the Over to you sections can be used as a starting point for role plays, discussions and presentation activities, or adapted to out-of-class projects.We hope you enjoy using this book.

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书籍介绍

《新版剑桥实用专业英语：市场营销英语（附答案）》内容涵盖市场营销理论、市场调研、产品、定位与品牌建立、人员、价格、渠道、促销、包装以及公共关系等商务主题。每个单元都有关键词和表达方式的详解以及练习，供学习者检查和进一步理解所学到的知识。每个单元还设计了“请你参与”部分，为学习者提供情境模拟的机会。本书最后附有练习题答案和索引，供读者自我检测和深入学习。

“新版剑桥实用专业英语系列”是从剑桥大学出版社引进的一套英文影印书，共6本，分别是《医学英语》《法律英语》《工程英语》《市场营销英语》《管理英语》和《金融财务英语》。

• 作者：Enjolras 发布时间：2020-05-21 22:53:15

  多年前在网上简略的浏览过，这次抱着学习的态度购入新版实体书，认真阅读之后比初读更加震撼。这本书的创作方式完全超出了普通的绘本，而是采取电影镜头常用手法进行构图，在全景和特写中来回切换，宏大而细致，情节基于现实又充满想象力。唯一美中不足就是新版的铜版纸印刷和书的复古做旧风格不符，缺少了一些应有的质感。

• 作者：momo 发布时间：2017-10-23 12:41:59

  给周李立习惯性打call

• 作者：M2 发布时间：2014-07-08 22:21:50

  参考答案有错误

• 作者：malingcat 发布时间：2023-08-31 21:33:20

  后浪作品，大开本，颜值足够。罗马不是一日建成的，罗马是反复建设的，从地图角度考察罗马城市变迁，胜在角度，可以融合历史地理、制图学、公共记忆、图像学等多个学科的知识，给中国的类似研究提供了范本。虽然没有按照学术著作详加注释，每章后面有延伸阅读。39幅地图多半有全图和一张细节图，我的遗憾是全图不够大，折页印刷是不是更好些？——或许是我苛求了。

• 作者：ly的读享生活 发布时间：2016-04-01 13:38:20

  梓翁品园，既说理，又抒情，美文藏心，含英咀华。真真能悟得园林之于中国文人之意义。本书以“说园”五篇统领全局，其余谈园林理念，或一一分述各地名胜园林。上半部分其余书中常见，后半部分大多出自先生晚期刊于《文博通讯》等期刊的文章，编辑有整理收集之功。

• 作者：独攀书室窥岩窦 发布时间：2020-02-01 01:58:30

  刘尚荣怼龙榆生那叫一个狠呐，前序后跋看着有意思极了！

• 从伟哥的发明看怎样拥有好运气

  作者：魔云兽 发布时间：2014-01-09 15:25:49

  辉瑞的蓝色小药丸，据说用过的都说好！这是科技改变性生活的好案例。但是你不知道的是研究这个玩意儿一开始根本不是为了你的老二！

  这是一家制药公司，之前生产的是广谱抗生素土霉素四环素吡罗昔康等药，后来在1986年开始研制一种缓解心绞痛的药。心绞痛的原因可能有人知道，这里需要稍微提及一下，实际就是心脏动脉阻塞，血液和氧气无法流入心脏，于是就产生心绞痛了。86年辉瑞研究的这种药目的就是阻断PDE5酶，因为这种酶能使心脏平滑肌松弛，阻断它就可以让动脉扩张，让血液顺利流到胸腔。

  他们很快就提取到了这种叫做sildenafil citrate的玩意儿，在兔子、狗、老鼠身上做了实验，动脉扩张都比较成功。91年开始招募志愿者来测试这种药物的具体效果，但是非常遗憾，这东西比不过已经在市场上的其他同类心绞痛药物。

  这其实意味着这是一个失败的药品，但是呢一个有意思的现象吸引了辉瑞的注意。来测试的志愿者好像对这玩意儿上瘾，尤其是一些男同志，总来问公司要药品。辉瑞的工作人员非常好奇于是就对一些人进行面谈和跟踪研究，然后他们发现sildenafil citrate治疗心绞痛一般般，但是在帮助老二勃起方面堪称最佳伴侣。因为当时的人们认为勃起主要是心因性的药物可能只占很小的影响份额，但是更加严密的实验证实，这个药物对勃起是有强烈的疗效！

  你猜对了，sildenafil citrate就是西地那非片，也就是伟哥的主要成分！！

  好了，问题来了，如果你是一个厨师，现在研发一个烧饼，可你发现这东西做出来后像块砖，而且有人买了你烧饼盖房子。你可能会觉得这是一个茶余饭后的谈资。我相信并非所有的人都会想干脆把用面粉制砖量产。我的意思是辉瑞制心绞痛的药，却意外发现了西地那非。这个和他们研究范围无关的东西，是有被忽略的风险的。

  当然最后他们把精力放在伟哥的研发和销售上，在2002年，伟哥使辉瑞成为获利第五高的美国企业。

  为什么要说这个事儿呢，这正是这本《运气生猛》一书要讲的核心。这本书里列举了大量的让人非常意外的事件，来说明我们这个世界运转有些时候并不是设计好的，而是被各种环环相扣的意外推进着。一开始并非是为了研制伟哥，然后左转右转发现了西地那非，接着没有放弃机会，于是最终歪打正着的研发成果让公司赚了大钱。

  再比如Andrew Rontu 一开始做了一个网站叫friendfinder，主要是想帮助内向的人交友的，但是没想到这个网站上来了一群传黄图的人，愤怒的Andrew Rontu大概是边撸边删来维护他的社区。由于传照片的人很多，最后无奈他放弃了。然后把网站改名为adultfriendfinder，变成了成人版。由于在当时这样的网站就他一家，于是迅速获得成功，最后以5亿美元的价格卖给了著名的Penthouse Media Group。

  你看，好多的成功并非设计好的。愤怒的小鸟也不是罗威偶公司的第一款游戏。每个人每个公司都想成功，但是最后成就一个公司的也许是非常意外的东西。公司和个人都希望好运气能降临到自己头上！什么叫做好运气？其实就是制造机会和抓住机会的能力！

  那么问题来了：怎样拥有更多机会？怎么抓住？这正是这本书试图想告诉你的，作者找到了很多的大公司以及成功人士的案例来讲这件事，所以这本书最大的亮点是案例。关于世界上那些顶级公司背后机缘巧合的故事非常引人入胜。但是由于研究的是随机性，所以难度是非常大的。

  作者在研究了海量的案例后给了一些忠告和建议，比如说不要太专注做某件事。这不是教你三心二意，主要是告诉你去接触更多可能性。对于个人而言就是比如你去出差了，不一定就必须工作，在工作之余你完全可以去放送一下，也许会遇见一个机会。再比如说交集思考法，主要是告诉你多接触你不熟悉的东西。对于个人而言就是要有好奇心，然后就是多进行主动和被动的头脑风暴，不要被经验束缚自己。

  还有一个重要的忠告，我个人体会很深，我觉得可以单独说说。这个忠告就是：投入精力最多的项目往往事与愿违。这句话还有另外一种表达就是使你收获最多的也许是投入精力很少的事！作者举的例子是Palm掌上电脑，它当初的竞争对手是苹果牛顿！苹果牛顿投入是5亿美金，但是最后胜出的是投入了300万美元的帕姆掌上电脑！而我工作中这样的体验随处可见。那些我花心思写的文案通过率不如我随手写的，我自己两天写的日记不如我半小时写的传播量高。聊得最多的房东拒绝了我，最后达成协议的就说了不几句话。

  但是这并不意味着你要放弃那些看似无效的努力。实际上运气不会凭空出现，正是由于你有目标有方向，并且你行动了，你才能遇到好机会！且拥有好机会的人或者公司也不是泛泛之辈，他们在专业上的造诣大家千万别忽略。

  每一次行动实际就像赌博，不断下注，不断尝试，成功的几率才会变大。因为你的资源是有限的，所以这本书也讲了一个很有道理的观点就是把你赌注的规律缩到最小，这样你可以尝试更多。这非常好理解，公司在没有龙头产品的时候，会有很多产品线，而不是单独压一条产品线。

  从研发治疗心绞痛的药的失败，到伟哥的大获成功。这一切并不是设计好的。前面说过，这并不意味着你可以凭空拥有这么好的运气。对于个人而言，读这本书可能我们关心的是获得更多财富，我想说它肯定帮不了你那么多。不过有一点我相信你会深有感触：扩大社交圈。书中有不少案例都和社交有关！当然不管如何那句老话依然管用：机会是留给有准备的人的！

• 《花儿在呼唤》故事会 情景设计

  作者：私享家 发布时间：2021-03-16 22:47:30

  《花儿在呼唤》这本绘本是表现自然美景的绘本 封皮和封底表现的就是这样一副欣欣向荣的自然风情。封面上，一只蝴蝶和一只翠鸟围绕着标题 周围有各式各样的野花野草欣然绽放 把标题的颜色都染成了和它们一样的颜色。打开书扉页也是一派乡间野趣的景象 小朋友们从这几幅图就能感受到 我们将要阅读的是一本充满野花芳香，野草气息的表现自然风貌的绘本。

  第1.2页：小熊vs蝴蝶

  第3.4页：青蛙vs熊风

  第5.6页：豪猪vs蜂鸟

  第7.8页：介绍野胡萝卜花 附子花 贯叶忍冬

  第9.10页：蓝冠鸦vs蜜蜂

  第11.12页：小驼鹿vs甲虫

  第13.14页：野兔vs锋虻

  第15.16页：介绍苹果花 玉兰 堇菜

  第17.18页：小蛇vs花粉胡蜂

  第19.20页：浣熊vs飞蛾

  第21.22页：沙漠长耳鹿vs蝙蝠

  第23.24页：介绍钓钟柳、武伦柱、月光花和天蛾

  第25.26页：鹪鹩vs孩子们

  这本书科普的性质比较强，不容易引起孩子们的吸引力，因此可以选择一些适当的背景音乐，比如柴科夫斯基的《胡桃夹子》选段 或者普罗科菲耶夫的《彼得与狼》选段 充满童趣和森林气氛。在故事会下发通知的时候 就可以说发出“请小朋友们携带一幅自己画的花前来~”这样的邀请，绘本讲述的时候 要把重点放在右侧画面上，也就是花和授粉昆虫或动物上。可以将最后的科普部分，融入串讲的时候，问一下小朋友，你们看这朵花是什么颜色的呀？有几瓣呢？什么形状呀？阅读最后可以让大家再看一看你手里拿的花，说说你画的花是什么颜色？什么形状？数一数有几瓣？，你认为它会有什么气味儿？是像水果糖一样的气味还是像蜜一样的气味？会有什么样的动物给它们授粉呢？

  最终这个绘本想向孩子传授的，除了关于花和授粉动物的知识外，还培养孩子的环保意识，告诉小朋友们，想让这些花能够越开越多，我们要保护这些传粉的动物，我们保护水源，不去射杀鸟类，不去捕捉昆虫，这些花儿才会越开越多。

  --------------------------

  补充细节：

  前期准备：

  《花儿在呼唤》应安排在春夏秋季节

  截取需要的音乐选段

  采摘野花 或是购买一些鲜花烘托故事会气氛 准备给主讲人戴的花环

  主讲人应熟读文章 将各种花的特点记熟

  发出邀请 请小朋友携带自己画的花 或者图片入场 有条件的场地可以在故事会后半段安排现场画画

  故事会：

  以森林音乐作为引入

  讲述过程中需要讲清楚各种花和授粉动物的特点 这是讲述的重点

  他们为什么有这样的特点，在最后统一揭晓答案

  故事会结束，需要向小朋友们点明环保的主旨