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Unit 1 国际营销概述 1

Part Ⅰ Reading 3

Text 1 Nature of Marketing 3

Text 2 Nontraditional Marketing 7

Part Ⅱ Listening 10

What is Marketing？ 10

Part Ⅲ Chinese Summary 11

Part Ⅳ Word Study 11

Part Ⅴ Exercises 14

Unit 2 市场 17

Part Ⅰ Reading 19

Text 1 Market Segmentation 19

Text 2 Target Market 23

Part Ⅱ Listening 25

Defining the Market 25

Part Ⅲ Chinese Summary 26

Part Ⅳ Word Study 27

Part Ⅴ Exercises 29

Unit 3 营销组合 33

Part Ⅰ Reading 35

Text 1 About Marketing Mix 35

Text 2 USP and AIDA 39

Part Ⅱ Listening 41

Philip Kotler 41

Part Ⅲ Chinese Summary 42

Part Ⅳ Word Study 43

Part Ⅴ Exercises 45

Unit 4 产品 49

Part Ⅰ Reading 51

Text 1 About Product 51

Text 2 Product Packaging 55

Part Ⅱ Listening 57

Product Strategy 57

Part Ⅲ Chinese Summary 59

Part Ⅳ Word Study 60

Part Ⅴ Exercises 62

Unit 5 价格与定价策略 65

PartⅠ Reading 67

Text 1 Price and Pricing（Ⅰ） 67

Text 2 Price and Pricing（Ⅱ） 73

Part Ⅱ Listening 76

Terminology of Marketing 76

Part Ⅲ Chinese Summary 78

Part Ⅳ Word Study 79

Part Ⅴ Exercises 81

Unit 6 促销 85

Part Ⅰ Reading 87

Text 1 Concept of Promotion 87

Text 2 Advertising 91

Part Ⅱ Listening 93

Public Relations and Publicity 93

Part Ⅲ Chinese Summary 95

Part Ⅳ Word Study 95

Part Ⅴ Exercises 97

Unit 7 经销渠道 101

Part Ⅰ Reading 103

Text 1 The Meaning of“Place”in Marketing 103

Text 2 Wholesaling and Retailing 107

Part Ⅱ Listening 109

Distribution 109

Part Ⅲ Chinese Summary 111

Part Ⅳ Word Study 111

Part Ⅴ Exercises 113

Unit 8 品牌策略 117

Part Ⅰ Reading 119

Text 1 What Is Branding？ 119

Text 2 Brand,Trademark and Branding 123

Part Ⅱ Listening 125

How to Brand a Product 125

Part Ⅲ Chinese Summary 126

Part Ⅳ Word Study 127

Part Ⅴ Exercises 129

Unit 9 定位策略 133

Part Ⅰ Reading 135

Text 1 Concept of Positioning 135

Text 2 How to Position a Product 139

Part Ⅱ Listening 141

Responding to a Changing Market—Product Repositioning 141

Part Ⅲ Chinese Summary 143

Part Ⅳ Word Study 144

Part Ⅴ Exercises 146

Unit 10 态势分析法与宏观环境分析模型 149

Part Ⅰ Reading 151

Text 1 SWOT Analysis 151

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

Part Ⅱ Listening 158

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

Part Ⅲ Chinese Summary 160

Part Ⅳ Word Study 161

Part Ⅴ Exercises 163

Unit 11 营销调研 167

Part Ⅰ Reading 169

Text 1 How to Do Marketing Research 169

Text 2 Primary Data 173

Part Ⅱ Listening 175

Secondary Data Analysis 175

Part Ⅲ Chinese Summary 177

Part Ⅳ Word Study 178

Part Ⅴ Exercises 180

Unit 12 营销环境 183

Part Ⅰ Reading 185

Text 1 Marketing Environment 185

Text 2 Technological Environment 189

Part Ⅱ Listening 191

Cultural Environment 191

Part Ⅲ Chinese Summary 194

Part Ⅳ Word Study 194

Part Ⅴ Exercises 196

Unit 13 电子营销 199

Part Ⅰ Reading 201

Text 1 Features of E-marketing 201

Text 2 Options for E-marketing 206

Part Ⅱ Listening 208

The Three Most Important Issues in Internet Marketing Right Now 208

Part Ⅲ Chinese Summary 210

Part Ⅳ Word Study 211

Part Ⅴ Exercises 213

Unit 14 客户 215

Part Ⅰ Reading 217

Text 1 How You Treat Your Smallest Customers Is What Matters 217

Text 2 A Simple Way to Get to Know Your Customers 220

Part Ⅱ Listening 222

How to Build a Truly Customer-Centric Company 222

Part Ⅲ Chinese Summary 223

Part Ⅳ Word Study 224

Part Ⅴ Exercises 226

Unit 15 营销策略 229

Part Ⅰ Reading 231

Text 1 The Holistic Approach to Marketing 231

Text 2 Locating and Evaluating Sites 235

Part Ⅱ Listening 236

Implementing Marketing Strategy 236

Part Ⅲ Chinese Summary 238

Part Ⅳ Word Study 238

Part Ⅴ Exercises 240

Unit 16 营销管理 243

PartⅠ Reading 245

Text 1 Learning to Manage and Managing to Learn 245

Text 2 A Survey of Customer Sarisfaction Management 248

Part Ⅱ Listening 249

Internal Barriers 249

Part Ⅲ Chinese Summary 250

Part Ⅳ Word Study 251

Part Ⅴ Exercises 253