- 作 者：张铁钢，黄振华主编
- 出 版 社：北京：中国财政经济出版社
- 出版年份：2005
- ISBN：7500583001
- 标注页数：181 页
- PDF页数：280 页
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Unit One 1
Writing Activity 1
Business Letters 1
Reading Activity 11
Passage A:Market and Marketing 11
Passage B:Marketing Management Philosophies 15
Unit Two 19
Writing Activity 19
Memos 19
Reading Activity 26
Passage A:Marketing Strategic Planning 26
Passage B:Market Segmentation 29
Unit Three 33
Writing Activity 33
Notices 33
Reading Activity 39
Passage A:Marketing Research 39
Passage B:International Marketing Research through Internet 44
Unit Four 48
Writing Activity 48
Business Reports 48
Reading Activity 55
Passage A:Consumer Behavior 55
Passage B:Purchase Decision Making Process 59
Unit Five 66
Writing Activity 66
Leaflets 66
Reading Activity 72
Passage A:Product 72
Passage B:Pricing 76
Unit Six 81
Writing Activity 81
Lists 81
Reading Activity 91
Passage A:Advertising 91
Passage B:Personal Selling 96
Unit Seven 101
Writing Activity 101
Sales Promotion 101
Reading Activity 109
Passage A:There Are No Product—Only Services 109
Passage B:The Principles of Selling 113
Unit Eight 117
Writing Activity 117
Invitation 117
Reading Activity 122
Passage A:Three Types of Salespeople 122
Passage B:The 12 Smartest Sales Questions You Can Ask 126
Unit Nine 131
Writing Activity 131
Articles 131
Reading Activity 136
Passage A:Going Soft? 136
Passage B:How to Enter Foreign Markets 140
Unit Ten 145
Writing Activity 145
Review 145
Reading Activity 155
Passage A:Human Resource Management 155
Passage B:Logistic Management 160
Vocabulary 166