Детальная информация

Название: Insights into Marketing (Введение в маркетинг: учебное пособие [для аудиторной и самостоятельной работы студентов по направлениям подготовки: 080100 "Экономика", 080200 "Менеджмент", 100700 "Торговое дело"]
Выходные сведения: Санкт-Петербург: [б. и.], 2015
Коллекция: Торгово-экономический университет; Общая коллекция
Тематика: Маркетинг
Тип файла: PDF

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Оглавление

  • Insights into Marketing. (Введение в маркетинг)
  • Text 1. WHAT IS MARKETING?
    • 1.1 Answer the questions
    • 1.2 Fill each gap in the sentences with the correct word from the box
    • 1.3 Match the words and their definitions
    • 1.4 Fill in the missing words in the table
    • 1.5 Complete the sentences below with words from the word table in 1.4
  • Text 2. MARKETING MIX
    • 2.1 A marketing manager is talking about the marketing mix for a brand of toiletries. Choose the correct words from the brackets to complete the text
    • 2.2 Do the following words and expressions refer to product, price, place, promotion,or people?
  • Text 3. CAREER IN MARKETING
    • 3.1 Here are some companies and jobs involved in marketing and advertising. Match them to the descriptions
    • 3.2 Complete the following extract with the words from the box
    • 3.3 Imagine that you work in marketing and advertising. Describe your activities
  • Text 4. MARKETING RESEARCH
    • 4.1 Here are some ways to learn about your customers. Use the words in the box to complete the following sentences. Then decide which methods are best for researching an existing or a new product or service
    • 4.2 The marketing team at Hronos, a retailer, wants to research the market for Swiss watches. Read the following discussion between three members of the team and make a note of the six data collection methods they mention
    • 4.3 Find the words in the dialogue to fit the following definitions
    • 4.4 Now complete the sentences below with the correct form of the words you have found
    • 4.5 Sort other methods from the box for collecting new information and assessing available information about your customers into the correct category
    • 4.6 The marketing research firm has prepared the following script for the telephone survey. Work in pairs and answer the questions
    • 4.7 Replace the underlined words and expressions with alternative words and expressions from the box
  • Text 5. SWOT ANALYSIS AND MARKETING STRATEGY
    • 5.1 Decide whether the statements are true or false
    • 5.2 The extracts below are from a SWOT analysis. Do they describe strengths,weaknesses, opportunities or threats?
    • 5.3 Develop and shape marketing strategy using the SWOT analysis above
  • Text 6. MARKETING STRATEGY VS. MARKETING PLAN
    • 6.1 Which of the following points do you discuss when drawing a marketing plan? Can you add any other factors?
  • Text 7. BRANDING
    • 7.1 Read the presentations of three companies. Match the presentations and the companies
  • Text 8. BRAND AND LOGO CREAION
    • 8.1 Make a list of brands you like and brands you don’t like. Explain your feelings
    • 8.2 Match the expressions with brand and their definitions
  • Text 9. ADVERTISING
    • 9.1 Here are some steps involved in organizing an advertising campaign. Put them in the correct order
    • 9.2 Some people have discussed their ad campaigns. Match the phrases in italics with their synonyms
    • 9.3 Answer the questions
    • 9.4 Fill the gaps in the sentences below with the words and expressions from the box.There are two expressions, which you don't need to use
    • 9.5 Find English equivalents for the following Russian expressions
    • 9.6 Translate the following sentences from Russian into English
  • Text 10. TYPES OF PRICING STRATEGIES IN MARKETING
    • 10.1 Match these different pricing models to the definitions
  • Supplementary Reading Section
    • Strategic Planning Process
      • Text 1. Components of the Strategic Planning Process
      • Text 2. Conducting a SWOT Analysis
      • Text 3. Assessing the Internal Environment
      • Text 4. Assessing the External Environment
      • Text 5. The Competitive Environment
      • Text 6. Competitive Analysis
      • Text 7. The Political and Legal Environment
      • Text 8. The Economic Environment
      • Text 9. The Social and Cultural Environment
      • Text 10. Developing Objectives
      • Answer the questions
      • Tasks
    • Consumer Behavior
      • Text 1. How People Make Buying Decisions
      • Text 2. The Consumer’s Decision-Making Process
      • Text 3. Low-Involvement versus High-Involvement Buying Decisions
      • Answer the questions
    • Psychological Factors That Affect People’s Buying Behavior
      • Text 1. Motivation
      • Text 2. The Consumer’s Perception
      • Text 3. Learning
      • Text 4. Consumer’s Attitude
      • Answer the questions
    • Market Segmenting, Targeting, and Positioning
      • Text 1. Targeted Marketing versus Mass Marketing
      • Text 2. Benefits of Segmenting and Targeting Markets
      • Text 3. Segmenting and Targeting a Firm’s Current Customers
      • Steps in One-to-One Marketing
    • Offers
      • Text 1. What Composes an Offering?
      • Text 2. Types of Offerings
      • Text 3. Managing the Offering
      • Text 4. The New Offering Development Process
  • References

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