Contents
Marketing concepts
Text 1.1 What is marketing?
Text 1.2 Exchange relationships
Text 1.3 Marketing is good for you: revival in the fortunes
of Scotch whisky
Products
Text 2.1
Text 2.2
Text 2.3
Place
Text 3.1
Text 3.2
Text 3.3
Give benefits not products
Matching products and markets
Branding
Placing goods in the market place
How shelf space made Ecover
Fast food
Promotion
Text 4.1 The promotion mix
Text 4.2 Premier seeks a premium
Pricing
Text 5.1
Text 5.2
Text 5.3
Text 5.4
Is price all that matters?
Setting the price
How price signals product quality
Price goes by many names
Marketing services
Text 6.1 The nature and characteristics of services
Text 6.2 V & A refreshes the arts
Text 6.3 Person marketing
International marketing
Text 7.1 Breaking into an unreceptive market
Text 7.2 The world's champion marketers: the Japanese?
Text 7.3 Heinzight
Marketing and society
Text 8.1 Societal marketing
Text 8.2 Old cars get a new lease of life
Text 8.3 Reincarnation in the design studio
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参考译文
课文1.1 什么是市场营销
课文1.2 交换关系
课文2.1 提供的是利益而不是产品
课文2.2 使产品与市场相对应
课文2.3 品牌化
课文3.1 在市场所在地销售商品
课文4.1 促销组合
课文5.1 价格是最要紧的吗？
课文5.2 定价
课文5.3 价格如何标志产品质量
课文5.4 价格一词有许多称谓
课文6.1 服务的本质和特性
课文6.2 人的市场营销
课文7.1 打入一个不被接受的市场
课文7.2 世界市场营销的佼佼者，是日本人吗？
课文8.1 社会营销
生词表
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