目錄
INTRODUCTION
MARKETING BASICS
The marketing mix 1
A The Ps
B Marketing a new product
The marketing mix 2
A The four Cs,As and Os
B AIDA
SWOT analysis
A SWOT analysis
B SWOT and marketing strateg
Marketing strategy and
the marketing plan
A Marketing strategy vs.marketing
plan
B Developing the marketing plan
Marketing ethics
A Social marketing
B Corporate social responsibility(CSR)
The market environment
A The micro environment
B The macro environment:STEP analysis
Legal aspects of marketing 20
A Legal definitions
B Legal problems
C The Consumer Protection Act
RESEARCH
Research 1
A Types of research
B Research methodology
Research 2
A Describing survey results
B Understanding trends and changes
PRODUCT
New product
development 1
A Idea generation
B Idea screening
C Concept development and testing
D Marketing strategy and business analysis
New product
development 2
A Workflow
B Product development and optimization
C Test marketing
D Commercialization
Brainstorming
A The brainstorming session
B Brainstorming techniques
C Suggesting and building on ideas
Product and service types
A Product types
B Word combinations with 『goods' and
『products'
C Types of service
Product life cycles
A The Boston Consulting Group Matrix
B Inside the Boston Box
Selling products and
services
A The seller
B The purchaser
C Selling a service
POSITIONING AND BRANDING
Branding 1
A What is a brand?
B Branding
C Word combinations with brand
Branding 2
A Brand platform
B Brand management
C Brand strategy
D More word combinations with 『brand'
Brand values
A Common brand values
B Describing brand values
PEOPLE-CUSTOMERS AND STAFF
Market segmentation
A What is market segmentation?
B How does market segmentation work?
C Common market sesments
Customer needs and
behaviour
A Maslow's Hierarchy of Needs
B Consumer Life Cycle(CLC)
C Purchasing behaviour
Loyalty programmes
A Customer loyalty
B Loyalty programmes
C Talking about loyalty programmes
Motivation marketing
A What is motivation marketing.
B Staff incentive schemes
C Incentives:travel and events
Customer Relationship
Management
A One-to-one marketing
B CRM technology
C Privacy
PRICE
The marketing budget
A The marketing budget
B Budgeting approaches
C Return on investment (ROI)
Price
A Pricing strategies
B Pricing considerations
C The price test
Professional English in Use Marketing
PLACE
Logistics and the
distribution chain
A Moving goods
B Direct distribution
C Indirect distribution
Merchandising
A Merchandise and merchandising
B Promotional merchandise
C Sports merchandising
D Film,book and music merchandising
Trade shows
A Why use trade shows?
B Organizing an event
Telemarketing
A What is telemarketing?
B Outbound telemarketing
C Inbound telemarketing
D Telemarketing scripts
Online shopping and
mail order
A The online shopping experience
B Mail order and the ordering process
Personal selling
A The sales force
B Personal selling
C The sales process
D Marketing support
PUBLICITY AND PROMOTION
Above,below and
through the line
A Above-the-line
B Below-the-line
C Through-the-line
D Advertising techniques
Media strategy
A Media strategy
B Media planning
C Media buying
TV and radio
A Advertising on TV or radio
B The audience
C Dayparts
Outdoor advertising
A Out-of-home advertising formats
B Effectiveness of OOH
The press
A Newspapers
B Magazines
C Choosing titles
D Choosing a position
Printed documents
A Design
B Preparing to print
C The print job
Branded content
A History of branded content
B Types of branded content
C Efficiency
The internet
A Internet advertising
B Search engines
C Search engine marketing
Buzz marketing
A Word of mouth
B Buzz marketing and stealth marketing
C Electronic buzz
D Generating a buzz
Sales promotions and
displays
A Sales promotions
B Point of purchase(POP) or point of sale
(POS)displays
Direct mail and email
A The advantages of direct mail
B Organizing a direct mail or email campalgn
C Describing a mailshot
Street marketing and
sampling
A History of street marketing
B Aims of street marketing
C Successful street marketing tactics
PACKAGING
Logos
A Types of logo
B Logo design
C Typeface
Materials and containers
A Describing packaging
PUBLIC RELATIONS
Corporate communications 98
A The goals of corporate communications
B Corporate values and identity
C Tools of corporate communications
Public relations and
lobbying
A Public relations
B Media relations
C Lobbying
D Inside lobbying
E Outside lobbying
Event and sports
sponsorship
A Sponsorship
B Types of sponsorship
C Word combinations with 『sponsor
Crisis communication
A What is crisis communication?
B A crisis communication case study
Corporate blogging
A Blogging basics
B Blogs as a marketing tool
Appendices
Answer key
Index
Acknowledgements
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