现代国际营销英语是现代国际营销领域的专业语言,也是专门用途英语的一个重要分支,其句法、词法、语体等均有特色。掌握现代国际营销英语是从事国际营销和研究专门用途英语的前提。本书向读者提供纯正的国际营销英语语料,配上口语训练题和书面语言练习题,边学边练,逐步提高营销英语水平。读者在学习国际营销英语的同时也掌握许多国际营销的理论和策略,了解营销学的精要,为将来从事国际营销及其有关工作打下英语技能和专业技能两个基础。
全书共分13个单元,主要涉及“新产品开发策略”、“国际产品规划与开发”、“营销规划与渠道”、“B2B市场”、“服务、非盈利营销与社会”、“广告宣传与公共关系”、“人员推销与销售管理”、“网上营销与新媒体”、“直销、会展与交易会”、“营销与社会”、“服务营销” 等内容。本书适于作高等院校英语、外贸英语、商务英语、国际营销、国际贸易、国际经济管理等专业的英语教材,也是从事国际营销的人员提高英语水平的���要参考书。

Unit l Introduction
1.0 0verview
1.1 What Is Marketing All About?
1.1.1 The Concept of Exchange Exercises
1.2 Definitions of International Marketing
1.2.1 The Origins of Marketing
Exercises Ⅰ
1.3 The Importance of Marketing
1.4 Why Should You Study Marketing?
Exercises Ⅱ
Unit 2 Consumer and Markets
2.O 0verview
2.1 The Decision—making Process
2.1.1 Problem
2.1.2 Search
2.1.3 Evaluation
2.1.4 Decision
2.1.5 Post-purchase Evaluation Process
2.2 Purchasing Situations
2.2.1 Routine PS
2.2.2 Limited PS
2.2.3 Extended PS
2.2.4 The Importance of Purcha-sing Situations
Exercises Ⅰ
2.3 Environmental Influence
2.3.1 Sociocultural Influence
2.3.2 Technological Influence
2.3.3 Economic and Competitive Influence
2.3.4 Political and Legal Influence
2.4 Psychological Influences--the Individual
2.4.1 Personality Influence
2.4.2 Perception Influence
2.4.3 Learning
2.4.4 Motivation
2.4.5 Attitudes
2.5 Sociocultural Influences--the Group
2.5.1 Social Class Influence
2.5.2 Culture and Subculture Influence
2.5.3 Reference Groups Influence
2.5.4 Family Influence
Exercises Ⅱ
Unit 3 New Product Development Strategies
Unit 4 International Product Planning and Development
Unit 5 Distribution Planning and Channels
Unit 6 Business-to-Business Markets
Unit 7 Service,Nonprofit Marketing and Society
Unit 8 Advertising and Public Realations
Unit 9 Personal Selling and Sales Management
Unit 10 Internet Communications and New Media
Unit 11 Direct Marketing ,Exhibitions and Trade Fairs
Unit 12 Marketing and Society
Unit 13 Marketing of Services
Appendix Glossary

掌握国际营销英语是从事国际商务工作和研究营销英语语言的重要基础。本书把国际营销这一特殊行业所使用的语言系统化地提供给读者,使读者通过阅读、分析、辨析、理解、记忆等语言学习过程逐步掌握国际营销行业英语,获得用英语从事国际营销的交际能力。 在编写上,本书把国际营销的主要领域用原汁原味的营销英语分编成13个单元,以点带面,侧重实用。收录部分重要的专业术语,并以黑体突出,显示与普通英语的表达差异。此外,每单元集中讨论一个专题,讨论中穿插理解问题,供师生课堂英语口语交流。