Unit 1 What is Marketing?

Unit 2 Customer-Driven Marketing Strategy

Unit 3 Position,Perception and Value

Unit 4 AIIocating Corporate Resources

Unit 5 Questionnaire

Unit 6 Organizational Buying Behavior

Unit 7 Designing and Marketing New Products and Services

Unit 8 Pricing

Unit 9 Place and Channel Systems

Unit 10 Promotion--Introduction to Integrated Marketing Communications

Unit 11 A Means-End Theory of Brand Evolution

Unit 12 Avoid Mistakes in Advertising

Unit 13 International Marketing

Appendix I Reference Translation of the Main Texts

Appendix II Key to the Exercises

Appendi III Tapescripts

Appendix IV Glossary

张初愚主编的《市场营销英语教程》适合专业学生使用。本书所选文章多为英文原版文章，选材新颖，语言地道，为学生介绍详细的市场营销知识。内容覆盖全面，课文难度适中，并配有形式多样的习题帮助学生巩固所学。此外，附录中配有课文译文，帮助学生更好地理解。在准确界定市场营销概念的基础上，对各方面做了有侧重的描述介绍。其中涉及顾客导向营销、市场定位、资源配置、问卷调查、企业购买行为、产品与服务的设计、定价策略、营销渠道以及国际营销。还特别介绍了如何避免一些常见的错误营销。