商务英语系列读物

出版时间：2009-5  出版社：天津大学出版社  作者：刘燕  页数：250  字数：500000  

内容概要

神的灵运行于水上。    神说？要有先。便有了先。    于是，先芒所至，点亮了今日熟知的世界，一片生机勃勃，一派五色杂陈。然而这花团锦簇之中，却鱼龙混杂，泥沙俱下。真理隐没于万象，阡陌荒芜子四野，宛如明球投暗，白玉蒙尘；不径去粗取精的挑拣，不经去伪存真的争鸣，世界依然是没有规律的混沌，缺乏雕琢的毛坯。    创世的传说，开拓的梦想，在世界各民族的文化传统中都闪烁着亘古不灭的光辉。将看似冲动的行为规范化，将瞬间闪现的灵先规律化，生活由此被分门别类，用精准的刻度使之成为可掌控和量化的对象。

书籍目录

第一章　美食营销文化：引发食客的味蕾　CASE 1: Two global drinks brands are trying to revitalise themselves　CASE 2: France's answer to Wal-Mart faces some of the same difficulties　CASE 3: Wal-Mart tiptoes into India with the launch of a wholesale operation  　CASE 4: Kraft has bid for Danone's biscuit unit. That's the way the cookie consolidates　CASE 5: That's Andrew and Peggy Cherng, owners of the wildly successful Panda Express fast-food chain　CASE 6: How a Frenchman is reviving McDonald's in Europe　CASE 7: Coca-Cola strikes it rich in Asia with a new drink第二章　汽车营销文化：沸腾速度的激情　CASE 1: The car may be German, but its innards are nearly all frem eastern Europe　CASE 2: Though struggling at home, General Motors is doing weli in China　CASE 3: The prospects for the world's biggest carmaker have dramatically improved　CASE 4: The turbulent aircraft-maker tries to slow its descent  　CASE 5: The South Korean carmaker, once the butt of jokes, is doing well in America　CASE 6: MINI's new webisodic marketing campaign is a dud第三章　电子营销文化：装点另类的娱乐　CASE 1: Feeling unusually threatened, the software giant does an unusual deal　CASE 2: An end to that blue screen of death?　CASE 3: Staying Number One　CASE 4: With common customers and enemies, two internet firms form an alliance第四章　网络营销文化：激发沟通的欲望　CASE 1: Carl Icahn takes an interest in struggling Motorola　CASE 2: Jeffrey Immelt opts for plastic surgery　CASE 3: Electronic arts: looking forward to the next level　CASE 4: Drop the Computer　CASE 5: Marketing the iPhone: where would Jesus queue?第五章　生活营销文化：生存发展的本能　CASE 1: Piecing things together: what companies can learn from playing with Lego?　CASE 2: Would you like fries with that? --The power of up-selling and cross-selling             　CASE 3: Buzz marketing　CASE 4: Will she, won't she?　CASE 5: Harry Potter, marketing magician

章节摘录

　　2） History　　Sam Walton， a businessman from Arkansas， began his retail career when he started workon June 3， 1940， at a J.C. Permey store in Des Moines， Iowa where he remained for 18 months.In 1945， he met Butler Brothers， a regional retailer that owned a chain of variety stores calledBen Franklin and that offered him one in Newport， Arkansas.　　Walthon was extremely successful in running the store in Newport， far exceeding expecta-tions. However， when the lease came up for renewal， Walton could neither come to agreementon the existing stores lease renewal nor find a new location in Newport. Instead， he opened anew Ben Franklin franchise in Bentonville， Arkansas， but called it "Waltons Five and Dime".There he achieved higher sales volume by marking up slightly less than most competitors.　　On July 2， 1962， Walton opened the first Wal-Mart Discount City store. Within five years，the company expanded to 24 stores across Arkansas and reached $12.6 million in sales.In 1968，it opened its first stores outside Arkansas， in Sikeston， Missouri and Claremore， Oklahoma.　　3） Recent initiatives　　On September 12， 2007， Wal-Mart introduced new advertising with the slogan， "SaveMoney Live Better"， replacing the "Always Low Prices， Always" slogan， which it had used forthe previous 19 years. Global Insight， which conducted the research that supported the ads，found that Wal-Marts price level reduction resulted in savings for consumers of $287 billion in2006， which equated to $957 per person or $2，500 per household （up 7.3% from the 2004savings estimate of $2，329）.　　On June 30， 2008， Wal-Mart unveiled a new company logo， featuring the non-hyphenatedname "Walmart" followed by a stylized spark， as it is refered to on store advertisements. Thenew logo received mixed reviews from some design critics， who question whether the new logois as bold as competitors such as the Target bullseye or as instantly recognizable as the formercompany logo， which was used for 18 years. The new logo made its debut on the companyswalmart.com website on July 1， 2008， although the old logo still appears on the corporate site，walmartstores.com. The new logo will eventually replace store logos at the companys USlocations throughout the year. Wal-Mart international have not yet adopted the new logo.

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