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Unit 1 Introduction to Marketing 1

Objectives 1

Listening 1

Reading 3

Vocabulary Drills 7

Grammar Focus 9

Speaking Skills 11

Translation Drills 11

Writing Drills 12

Unit 2 Customer Behavior 17

Objectives 17

Listening 17

Reading 19

Vocabulary Drills 24

Grammar Focus 26

Speaking Skills 28

Translation Drills 29

Writing Drills 30

Unit 3 Target Marketing 36

Objectives 36

Listening 36

Reading 38

Vocabulary Drills 42

Grammar Focus 44

Speaking Skills 47

Translation Drills 48

Writing Drills 49

Unit 4 Branding 53

Objectives 53

Listening 53

Reading 55

Vocabulary Drills 59

Grammar Focus 61

Speaking Skills 64

Translation Drills 65

Writing Drills 66

Unit 5 Pricing 71

Objectives 71

Listening 71

Reading 73

Vocabulary Drills 77

Grammar Focus 79

Speaking Skills 80

Translation Drills 81

Writing Drills 82

unit 6 Advertising 86

Objectives 86

Listening 86

Reading 88

Vocabulary Drills 92

Grammar Focus 95

Speaking Skills 98

Translation Drills 99

Writing Drills 100

Unit 7 Marketing Environment 105

Objectives 105

Listening 105

Reading 107

Vocabulary Drills 111

Grammar Focus 113

Speaking Skills 115

Translation Drills 118

Writing Drills 118

Unit 8 Business Strategies 123

Objectives 123

Listening 123

Reading 125

Vocabulary Drills 129

Grammar Focus 131

Speaking Skills 134

Translation Drills 134

Writing Drills 135

Unit 9 Competitive Advantage 140

Objectives 140

Listening 140

Reading 142

Vocabulary Drills 147

Grammar Focus 149

Speaking Skills 151

Translation Drills 152

Writing Drills 153

unit 10 Strategic Alliance 159

Objectives 159

Listening 159

Reading 161

Vocabulary Drills 166

Grammar Focus 168

Speaking Skills 170

Translation Drills 172

Writing Drills 173

Unit 11 Merger and Acquisition 177

Objectives 177

Listening 177

Reading 179

Vocabulary Drills 184

Grammar Focus 186

Speaking Skills 188

Translation Drills 190

Writing Drills 191

Unit 12 Localization 197

Objectives 197

Listening 197

Reading 199

Vocabulary Drills 204

Grammar Focus 206

Speaking Skills 208

Translation Drills 209

Writing Drills 210

Unit 13 Globalization 214

Objectives 214

Listening 214

Reading 216

Vocabulary Drills 220

Grammar Focus 222

Speaking Skills 224

Translation Drills 224

Writing Drills 225

Unit 14 Technology and Digital Revolution 230

Objectives 230

Listening 230

Reading 232

Vocabulary Drills 236

Grammar Focus 238

Speaking Skills 240

Translation Drills 241

Writing Drills 242

Unit 15 Management Gurus 247

Objectives 247

Listening 247

Reading 249

Vocabulary Drills 253

Grammar Focus 255

Speaking Skills 257

Translation Drills 258

Writing Drills 259

Unit 16 Legendary CEOs 263

Objectives 263

Listening 263

Reading 265

Vocabulary Drills 269

Grammar Focus 272

Speaking Skills 273

Translation Drills 274

Writing Drills 275

Appendix 1 Transcripts for Listening 280

Appendix 2 Answer Keys to Text B 302

Appendix 3 Grammar Focus 308

Appendix 4 Reference Version for Translation Drills 315

Appendix 5 Reference Version for Writing Assignments 323

Appendix 6 Notes 339