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　　<用英语说出行销力>即将要出版了！在策划本书写作之前，眼见到市面上有关于商业财经的语言学习书的确已经不少，但看到本书的企划案时，我不经眼睛为之一亮。因为这本书真是完美的语言学习与了解怎么行销的双结合。书中教您如何在行销领域说出一口 漂亮的英语与行话。特别是行销领域已经是业界再也重视不过的一环，如何在此情境，以极佳的英语力来沟通协调，甚至做简报，开行销会议，不盖您，本书的确有一套。也开创您学习英语的蓝海，书中提出许多在行销上，必学的相关字汇和句型，帮助您读一本书就彻底得得到行销英语的提升和功力，是您一定要用心细读的绝佳行销英语学习指南。本书也绝对是以中英双语解说行销情境最有系统，好学易懂的一本好书。

倍斯特编辑部

作者序 002
编者序 003
推荐序 004
目录 005

Part I New Product Launch 新产品上市 009
Unit 01 Analysis of Current Market
在现实中找一条出路 010
Unit 02 Target Market and Audience
准备卖给谁？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什么方式可以吸引顾客？ 048
Unit 05 Key Points of Hosting a Meeting
主持会议要点 070

Part II Promotion Event 促销活动 077
Unit 06 Purpose
为何要促销？ 078
Unit 07 Target Audiences
希望谁购买？ 086
Unit 08 Period and Places
何时、何地举办？ 092
Unit 09 Promotion Methods Selection
用力促销有撇步 106
Unit 10 Announcing Channels and Tools
如何宣传？ 124
Unit 11 Key Points of Hosting a Meeting
主持会议要点 130

Part III Public Relations (PR) Event
公关宣传活动 135
Unit 12 Situation Analysis
需要什么样的公关宣传？ 136
Unit 13 Setting Goals and Objectives for the Event
先设定山头，再开打 158
Unit 14 PR Strategy Formulation
公关宣传怎么做？ 172
Unit 15 Planning Creative Events
越有创意越好 188
Unit 16 Budget and Measurement
有多少钱做多少事 202目录
Unit 17 Key Points of Hosting a Meeting
主持会议要点 216

Part IV Advertising Planning 广告企划 223
Unit 18 Situation Analysis and Goals of Planning
希望广告解决什么困境？ 224
Unit 19 Advertising Appeals
广告说什么好？ 238
Unit 20 Media Selection
选择在哪里广告？ 252
Unit 21 Performance Measurement
播完广告，然后呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持会议要点 284

Part V Customer Relationship Management (CRM)
顾客关系管理 289
Unit 23 Customer Segmentation
顾客也分好几种？ 290
Unit 24 Customer Relationship Planning
要想乘凉，先种树 298
Unit 25 Customer Interaction Tools
如何与顾客互动？ 304
Unit 26 Setting up a Customer Loyalty Program
让顾客爱上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持会议要点 320

Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
制造一个人人爱的品牌 324
Unit 29 Brand Story
说动听的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎么摆才恰当？ 344
Unit 32 Key Points of Hosting a Meeting
主持会议要点 350

Unit 01Analysis of Current Market-1

在现实中找一条出路

Steve: Hi, John. What a coincidence! 嗨，约翰。怎么这么巧！

John: Hi, Steve. How’s everything? 嗨，史帝夫。怎么样，还好吧？

Steve: Good, and you? What have you been up to lately?
好啊，那你呢？最近在忙些什么？

John: Well, nothing special. Just working on a new product launch proposal, I am sure you have already heard about it, didn’t you?
嗯，也没什么特别的。正在进行一项新产品上市企划案，我想你应该已经听说了吧，不是吗？

Steve: Yes, your team is responsible for the launch of new full-size luxury car.
是呀，你们团队正负责豪华车的上市案。

John: Correct. We just finished the market research part.
答对了。我们才刚完成市场调查的部分。

Steve: Great! That is one of key success factors in a new product launch.
很好呀！那可是新品上市的成功关键因素。

John: No doubt about that. What about you?
无庸置疑。那你呢？

Steve: Besides market research, our team also focused on the marketing strategy we will adapt, market positioning, features of our new SUV car and the competitor analysis.
除了市调之外，我们团队还聚焦在即将採取的行销策略、市场定位、新SUV 车的特色，以及竞争对手分析。

John: Competitor analysis is also crucial to new product launch,especially this is the first time our company decided to enter SUV market.
竞争者分析也是新品上市的重点，尤其这是公司第一次决定要进入SUV 车市场呢。

Steve: You are absolutely right. Since this market is growing, we need to grasp the opportunity.
绝对没错。正因为这市场正在成长，我们应该要抓住机会才是。

John :You bet! So, good luck with your proposal. See you around.
那当然！所以，祝你提案好运啰。等会见。

Steve: Yes, you too. See you later. 你也是。等会见。

Unit 01 Analysis of Current Market-2

在现实中找一条出路

Background Introduction 背景介绍：

Bruce and Ada are colleagues, they both work under Duncan’s management. They are talking about the internal environment analysis in their new cosmetic products which are going to be launched in one month.
布鲁斯和爱达是同事，而且两人都在邓肯的管理之下。他们正在讨论即将于一个月内上市的新化妆品的内部环境分析。

Conversation 2 对话2

(At the conference room) （在会议室里）

Duncan: So, I suppose that both of you have no further question for the new products we are going to launch.
那么，我想你们两位对于我们即将要上市的新品都没有进一步问题了吧。

Bruce: I am not sure, boss. It seems that there are so many questions still remain unanswered.
我不太确定耶，主管。看起来好像还有很多悬而未决的问题。

Ada: I agree with Bruce. Can we delay launch of these new blush and pressed powder?
我同意布鲁斯的话。我们可以延迟上市这些新的腮红和粉底？

Duncan: Let’s go through all the details and then decide what we should do later.
让我们很快地检查一遍所有的细节，然后稍后我们再决定该怎么做。

Bruce: Great! Start with me. Our SGS testing is still on going and the results won’t come out before next Friday.
好的！从我开始吧。我们的SGS 测试还在进行中，而且结果在下週五之前都不会出来。

Ada: Financial department is still calculating the costs of these two new products, I think they won’t give us answers until the middle of this month.
财务部门也还在计算两个新品的成本，我想到月中之前他们都不会给我们答案。

Duncan: If so, we will not have enough time to print the retail price on the packaging.
如果是这样的话，那我们就来不及把零售价印在包装上了。

Ada: That’s what I am talking about.
这就是我在说的。

Duncan: What else we need to check?
还有其他我们需要确认的吗？

Bruce: Not only the price on packaging box, but also the design of packaging has not been confirmed yet.
不只是包装上的价格，连包装的设计都还没被确认喔。

Duncan: I thought we reached an agreement last week!
我以为我们上週已经达成共识了！

Bruce: No, boss. I am afraid that General Manager has changed his mind again, and maybe he forgot to send an email with Cc. to you on the weekend.
没有，主管。恐怕总经理又改变主意了，而且也许他週末寄出的信忘记寄副本给你。

Ada: Moreover, sales team also pointed out that they do not have enough part-time workers to send giveaways during the promotion period.
还有，销售团队也说了他们没有足够的工读生在促销期间发送赠品。

Duncan: I heard from last week’s meeting. Haven’t they solved the problem yet?
上週会议我就听说了。他们还没解决这问题？

Ada: I am afraid not.
恐怕没有。

Duncan: OK, I will talk with their manager. Maybe we can ask ABC event company to help us this time.
好吧，我会和他们的经理谈的。也许这次可以请ABC 活动公司帮忙我们。

Ada: That is a good idea. I will call them and let you know what they suggest immediately.
这是个好主意。我会打电话给他们，并且让您即刻知道他们的建议。

Duncan: Please consult with Bruce before you reply to the sales team.
回覆销售团队之前请与布鲁斯商量。

Ada Yes, I will.
我会的。

Duncan: It seems that we need to delay launch of new products this time due to the financial and design problem. Except that, I guess everything is good here?
看来因为财务和设计的问题需要延迟上市了。除此之外，我猜其他事都没问题吧。

Bruce: No further questions so far.
目前为止没有进一步问题了。

Ada: Me neither.
我也没有。

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