作者序
在工作了一段時間後，我踏上了碩士的旅途，前往英國的行銷研究所進修；畢業後又回到熱愛的行銷領域。雖然在職場中經常會使用到英語，但是卻發現有趣生動、又貼近行銷領域真實職場所需的英語工具書實在缺乏；於是我鼓起勇氣，找上了倍斯特出版社。承蒙出版社的青睞，才有了這本書的誕生。
「用英語說出行銷力」將行銷基礎概念以英語呈現，並融入真實辦公室對話之中。翻開本書，你會發現原來行銷就在我們生活之中，原來生活與職場英語用語這麼簡單就可以表達出來！行銷概念俯拾即是，英語也應該是容易學習的。期許本書能夠協助喜愛行銷領域的讀者減少一路上的困難，讓喜歡輕鬆學英語的讀者找到樂趣。
After working for few years, I went to study abroad for my master’s degree at University of Leicester, UK. I came back to the marketing domain which I love the most after my graduation. Even if English is often used in the workplace, I found it difficult to find interesting English learning book with lively dialogue as well as close to the field of marketing workplace requires. Therefore, I took courage to contact Best Books and thanks to them, now we can sit down and read it.
「Speaking Marketing in English」presents the basic marketing concepts in English, as well as the real dialogues in the office. Open this book, you will find out that marketing is everywhere in our daily life, and it also is very easy to speak English in your daily life and workplace! Marketing concept is around each of us, and English should be easily to learn. May this book help to reduce the difficulty for marketing lovers, and let readers who love learning English in an easy way find fun and joy.
胥淑嵐
在工作了一段時間後，我踏上了碩士的旅途，前往英國的行銷研究所進修；畢業後又回到熱愛的行銷領域。雖然在職場中經常會使用到英語，但是卻發現有趣生動、又貼近行銷領域真實職場所需的英語工具書實在缺乏；於是我鼓起勇氣，找上了倍斯特出版社。承蒙出版社的青睞，才有了這本書的誕生。
「用英語說出行銷力」將行銷基礎概念以英語呈現，並融入真實辦公室對話之中。翻開本書，你會發現原來行銷就在我們生活之中，原來生活與職場英語用語這麼簡單就可以表達出來！行銷概念俯拾即是，英語也應該是容易學習的。期許本書能夠協助喜愛行銷領域的讀者減少一路上的困難，讓喜歡輕鬆學英語的讀者找到樂趣。
After working for few years, I went to study abroad for my master’s degree at University of Leicester, UK. I came back to the marketing domain which I love the most after my graduation. Even if English is often used in the workplace, I found it difficult to find interesting English learning book with lively dialogue as well as close to the field of marketing workplace requires. Therefore, I took courage to contact Best Books and thanks to them, now we can sit down and read it.
「Speaking Marketing in English」presents the basic marketing concepts in English, as well as the real dialogues in the office. Open this book, you will find out that marketing is everywhere in our daily life, and it also is very easy to speak English in your daily life and workplace! Marketing concept is around each of us, and English should be easily to learn. May this book help to reduce the difficulty for marketing lovers, and let readers who love learning English in an easy way find fun and joy.
胥淑嵐
作者序 002
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350asnd 作者序 002
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350askw 作者序 002
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350asnd 作者序 002
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350askw 作者序 002
編者序 003
推薦序 004
目錄 005
Part I New Product Launch 新產品上市 009
Unit 01 Analysis of Current Market
在現實中找一條出路 010
Unit 02 Target Market and Audience
準備賣給誰？ 024
Unit 03 Product Positioning
商品的特色？ 032
Unit 04 New Product Launch Activities
有什麼方式可以吸引顧客？ 048
Unit 05 Key Points of Hosting a Meeting
主持會議要點 070
Part II Promotion Event 促銷活動 077
Unit 06 Purpose
為何要促銷？ 078
Unit 07 Target Audiences
希望誰購買？ 086
Unit 08 Period and Places
何時、何地舉辦？ 092
Unit 09 Promotion Methods Selection
用力促銷有撇步 106
Unit 10 Announcing Channels and Tools
如何宣傳？ 124
Unit 11 Key Points of Hosting a Meeting
主持會議要點 130
Part III Public Relations (PR) Event
公關宣傳活動 135
Unit 12 Situation Analysis
需要什麼樣的公關宣傳？ 136
Unit 13 Setting Goals and Objectives for the Event
先設定山頭，再開打 158
Unit 14 PR Strategy Formulation
公關宣傳怎麼做？ 172
Unit 15 Planning Creative Events
越有創意越好 188
Unit 16 Budget and Measurement
有多少錢做多少事 202目錄
Unit 17 Key Points of Hosting a Meeting
主持會議要點 216
Part IV Advertising Planning 廣告企劃 223
Unit 18 Situation Analysis and Goals of Planning
希望廣告解決什麼困境？ 224
Unit 19 Advertising Appeals
廣告說什麼好？ 238
Unit 20 Media Selection
選擇在哪裡廣告？ 252
Unit 21 Performance Measurement
播完廣告，然後呢？ 268
Unit 22 Key Points of Hosting a Meeting
主持會議要點 284
Part V Customer Relationship Management (CRM)
顧客關係管理 289
Unit 23 Customer Segmentation
顧客也分好幾種？ 290
Unit 24 Customer Relationship Planning
要想乘涼，先種樹 298
Unit 25 Customer Interaction Tools
如何與顧客互動？ 304
Unit 26 Setting up a Customer Loyalty Program
讓顧客愛上你！ 312
Unit 27 Key Points of Hosting a Meeting
主持會議要點 320
Part VI Brand Management 品牌管理 323
Unit 28 Brand Naming and Identity Design
製造一個人人愛的品牌 324
Unit 29 Brand Story
說動聽的故事 332
Unit 30 Brand Attributes, Functions, Benefits,
Personalities 有知性，更具感性 338
Unit 31 Branding Decisions
品牌，怎麼擺才恰當？ 344
Unit 32 Key Points of Hosting a Meeting
主持會議要點 350
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