本教材按照教學(xué)流程進(jìn)行編寫,本教材提供了教學(xué)大綱,報(bào)告模板,專業(yè)術(shù)語解釋,每章提供教學(xué)目的,中間穿插各種問題、活動(dòng)、任務(wù)和小案例等,章節(jié)后提供項(xiàng)目練習(xí)和評估標(biāo)準(zhǔn)。本教材通過提供過程評估及考試方式改革的全新做法,可實(shí)現(xiàn)學(xué)生自學(xué)能力、分析問題、信息搜尋、團(tuán)隊(duì)合作、口頭報(bào)告、商務(wù)報(bào)告撰寫諸多能力的培養(yǎng)。
自加入WTO以來,中國在世界經(jīng)濟(jì)舞臺上扮演著越來越重要的角色。繼2011年中國成為全球第二大經(jīng)濟(jì)體,目前中國已成為全球第一大貿(mào)易國,全球第一大吸引外資國,全球第二大對外投資國。進(jìn)出口貿(mào)易、吸引投資、對外投資都需要大量既懂國際商務(wù)又精通英語的復(fù)合型人才。復(fù)合型人才需要通過雙語教育培養(yǎng),而雙語教材則是開展雙語教育的基礎(chǔ)。
廣東省教育廳與英國文化委員會(huì)合作的“新世紀(jì)廣東省高等教育教學(xué)改革工作項(xiàng)目”,是國家示范性專業(yè)建設(shè)一項(xiàng)重要的改革與探索!秶H商務(wù)英語》系列教材是改革工作項(xiàng)目中的重要成果,也是普通高等教育“十一五”國家級規(guī)劃教材。本教材的面世填補(bǔ)了國內(nèi)高職院校開展國際商務(wù)雙語教學(xué)本土化、系統(tǒng)化、英語版教材的空白。
此次修訂,編者在吸納各高職院校使用反饋和意見的基礎(chǔ)上,在課時(shí)縮減的大背景下,對教材進(jìn)行了內(nèi)容更新、篇幅精簡、修訂完善。第二版教材入選了“十二五”職業(yè)教育國家規(guī)劃教材。本教材具有以下特點(diǎn):
1.按照英國NVQ教學(xué)理念進(jìn)行編寫。踐行“以學(xué)生為中心”的教學(xué)模式,注重過程評估;
2.按照教學(xué)流程進(jìn)行編寫。本教材提供了教學(xué)大綱、報(bào)告模板、專業(yè)術(shù)語解釋等,每單元均提供教學(xué)目的,并安排各種問題、活動(dòng).任務(wù)和小案例等,單元后提供項(xiàng)目練習(xí)和評估標(biāo)準(zhǔn),既適用于教師教學(xué),又適合學(xué)生自學(xué);
3.本教材通過過程評估及考試方式改革的全新做法,可培養(yǎng)學(xué)生自學(xué)能力、分析問題、信息搜尋、團(tuán)隊(duì)合作、口頭報(bào)告、商務(wù)報(bào)告撰寫等諸多能力,摒棄了傳統(tǒng)教學(xué)中死記硬背商務(wù)概念和理論的做法;
4.本教材語言簡練,難度適中,是適合中國本、?茖W(xué)生使用的英文版市場營銷教材;
Unit 1 Introduction to Marketing
1.1 What Is Marketing?
1.2 Evolution of Marketing
Unit 2 The Marketing Environment
2.1 What Is Marketing Environment?
2.2 What Is the Company's Microenvironment?
2.3 Macroenvironment
Unit 3 Marketing Mix
3.1 The Product
3.2 Pricing
3.3 The Place/Distribution
3.4 Promotion
3.5 4Cs
Unit 4 Consumer Buying Behavior
4.1 The Buyer Decision Process
4.2 The Buyer Decision Process for New Products
4.3 Model of Consumer Behavior
4.4 Types of Buying Decision Behavior
Unit 5 Market Information and Marketing Research
5.1 What Is Marketing Information System (MIS)?
5.2 The Marketing Research Process
5.3 Marketing Research in Small Businesses
Unit 6 Segmenting, Targeting and Positioning
6.1 Seven-step Approach to Market Segmentation
6.2 Different Market Segmentation Levels
6.3 What Are the Bases of Market Segmentation?
6.4 What Are Effective Segments?
6.5 Market Targeting
6.6 Positioning for Competitive Advantage
Unit 7 International Market Entry
7.1 What Is Global Marketing?
7.2 Global Business Involvement: Market Entry Strategies
7.3 Factors Considered in Global Marketing
Unit 8 Service Marketing
8.1 Service Industry
8.2 Nature and Classification of Services
8.3 Characteristics of Services and Their Marketing Implications
8.4 Service Quality
8.5 Integrated Service Management: 8Ps
8.6 After-sales Service
Unit 9 Green Marketing
9.1 An Introduction to Green Marketing
9.2 Why Is Green Marketing Popular?
9.3 Some Guidelines in Environmental/Green Marketing Claims
9.4 Make Products Green by Design
9.5 Green Marketing in China
9.6 Conclusions
Unit 10 Marketing Plan, Control and Audit
10.1 What Is Marketing Plan?
10.2 Why Prepare a Marketing Plan?
10.3 Marketing Plan Components
10.4 Marketing Control
10.5 Marketing Audit
Appendix Ⅰ Syllabus
Appendix Ⅱ Model Report
Appendix Ⅲ Minidictionary of Marketing
Bibliography