当代国际商务英语教程

出版时间：2001-10  出版社：北京大学出版社发行部  作者：丁文京  页数：322  字数：254  

内容概要

本书内容选自美国最新商务资料，试图从心理学、社会学等多角度分析商务活动中的市场、销售、消费等行为。每课附有注释、练习、补充阅读材料，既可供本科高年级学生作为专业课教材使用，亦可作为具备英语四级以上水平的在校生或商界人士的自学材料。相信本书有助于全面提高读者的商务英语水平。全书共课，每课均有课文、注释、练习、补充阅读材料几部分组成。其中注释部分既有专业概念，也有超过四级水平的日常词汇。

书籍目录

Section one Understanding Marketing(1) 1.What Is Marketing? 2.Marketing Goals 3.Marketing Strategies 4.Mardeting Mix 5.Why Marketing? 6.Marketing Information System 7.Market Selections and Brand Leading Section Two Understanding Marketing (2) 8.Social Exchange Theory in Marketing 9.International Marketing 10.Promotion 11.Price(1) 12.Price(2) 13.Segmentations 14.Segmentations & PositioningSection Three Sale and Sale Force 15.The Selling Process  16.Distribution Channels 17.Distribution 18.The Structure of the Sales Force 19.Salespeople 20.Sales Force Management 21.Recruiting and Selecting Salespeople 22.Motivation of Salesperson 23.Evaluation of PerformanceSection Four Understanding Consumer 24.Consumer Behavior  25.Models of Consumer Behavior   26.Family Decision Making 27.Fundamentals of Consumption 28.Organizational Buying Behavior Versus Consumer Behavior 29.Characteristics of the Social ActorsSection Five Information,Communication,and Advertising 30.Information Processing 31.Information Management 32.Quantity and Quality 33.Communications Models 34.Classical Communication Model:SMMR 35.New Product Strategy 36.The Brand Development Process 37.Product and Brand Competitive Strategies 38.The Research Process 39.Introduction to Advertising 40.Advertising Management 41.Advertising and Society