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《新趨勢英語綜合教程(附光盤下普通高等教育 十二五高職高專規劃教材)》(作者牛長清、吳秀華、 何湘君)以職場所需英語內容為線索，從泛職業、 大行業內容著眼，對接通識工作崗位的英語內容，為 學生職場從業需要做準備。
《新趨勢英語綜合教程(附光盤下普通高等教育 十二五高職高專規劃教材)》的主題內容為營銷與物 流、電子商務、商 務旅行、導游、飯店服務與管理、計算機、信息技術 與辦公自動化、手機與通信、汽車與交通、金融、保 險與證券、公司企業管理與求職面試等；實用寫作內 容為協議與合同、訂購與預定、投訴信、退貨、索 賠、產品介紹與使用說明書、廣告等。同時還安排了 部分大學英語內容，兼顧了升本學生的需要。
本教材從單元主話題、交際項目、寫作文體、語 法項目等方面進行精心設汁，體現了編者基于企業調 研、就業與職場需要的分析與思考，滿足了學生深造 需求，具有高職高專層次英語教學的針對性、服務 性、實用件。
《新趨勢英語綜合教程(附光盤下普通高等教育 十二五高職高專規劃教材)》的主題內容為營銷與物 流、電子商務、商 務旅行、導游、飯店服務與管理、計算機、信息技術 與辦公自動化、手機與通信、汽車與交通、金融、保 險與證券、公司企業管理與求職面試等；實用寫作內 容為協議與合同、訂購與預定、投訴信、退貨、索 賠、產品介紹與使用說明書、廣告等。同時還安排了 部分大學英語內容，兼顧了升本學生的需要。
本教材從單元主話題、交際項目、寫作文體、語 法項目等方面進行精心設汁，體現了編者基于企業調 研、就業與職場需要的分析與思考，滿足了學生深造 需求，具有高職高專層次英語教學的針對性、服務 性、實用件。
目次
Module 1 Marketing
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 2 Electronic Commerce
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 3 The Hotel and Tourism Industry
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 4 Technology of Computers
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 5 Mobile Phone and Communication
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 6 Automobile and Traffic
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 7 Finance and Insurance
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 8 How to Succeed in a Job Interview
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Glossary
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 2 Electronic Commerce
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 3 The Hotel and Tourism Industry
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 4 Technology of Computers
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 5 Mobile Phone and Communication
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 6 Automobile and Traffic
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 7 Finance and Insurance
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Module 8 How to Succeed in a Job Interview
Module Objectives
Warming?up
Reading Practice
Listening and Speaking
Practical Writing
Reading Strengthening
Grammar Tips
Culture Salon
Glossary
書摘/試閱
Marketing is the process of communicating the value of a product or service to customers. It might sometimes be interpreted as the art of selling products, but selling is only a small fraction of marketing. It is the overall strategy and function of promoting a product or service to the customer.
From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchanging processes and building long term relationships. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.
In order to entice and persuade a consumer to buy a product, a firm should first try to determine the behavioral process. In other words, a marketing firm must ascertain the nature of customers’ buying behavior. So it is necessary to do marketing research.
From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchanging processes and building long term relationships. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.
In order to entice and persuade a consumer to buy a product, a firm should first try to determine the behavioral process. In other words, a marketing firm must ascertain the nature of customers’ buying behavior. So it is necessary to do marketing research.
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