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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參考譯文
課文1.1 什麼是市場營銷
課文1.2 交換關係
課文2.1 提供的是利益而不是産品
課文2.2 使産品與市場相對應
課文2.3 品牌化
課文3.1 在市場所在地銷售商品
課文4.1 促銷組閤
課文5.1 價格是最要緊的嗎？
課文5.2 定價
課文5.3 價格如何標誌産品質量
課文5.4 價格一詞有許多稱謂
課文6.1 服務的本質和特性
課文6.2 人的市場營銷
課文7.1 打入一個不被接受的市場
課文7.2 世界市場營銷的佼佼者，是日本人嗎？
課文8.1 社會營銷
生詞錶
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