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Unit One 1

Writing Activity 1

Business Letters 1

Reading Activity 11

Passage A:Market and Marketing 11

Passage B:Marketing Management Philosophies 15

Unit Two 19

Writing Activity 19

Memos 19

Reading Activity 26

Passage A:Marketing Strategic Planning 26

Passage B:Market Segmentation 29

Unit Three 33

Writing Activity 33

Notices 33

Reading Activity 39

Passage A:Marketing Research 39

Passage B:International Marketing Research through Internet 44

Unit Four 48

Writing Activity 48

Business Reports 48

Reading Activity 55

Passage A:Consumer Behavior 55

Passage B:Purchase Decision Making Process 59

Unit Five 66

Writing Activity 66

Leaflets 66

Reading Activity 72

Passage A:Product 72

Passage B:Pricing 76

Unit Six 81

Writing Activity 81

Lists 81

Reading Activity 91

Passage A:Advertising 91

Passage B:Personal Selling 96

Unit Seven 101

Writing Activity 101

Sales Promotion 101

Reading Activity 109

Passage A:There Are No Product—Only Services 109

Passage B:The Principles of Selling 113

Unit Eight 117

Writing Activity 117

Invitation 117

Reading Activity 122

Passage A:Three Types of Salespeople 122

Passage B:The 12 Smartest Sales Questions You Can Ask 126

Unit Nine 131

Writing Activity 131

Articles 131

Reading Activity 136

Passage A:Going Soft? 136

Passage B:How to Enter Foreign Markets 140

Unit Ten 145

Writing Activity 145

Review 145

Reading Activity 155

Passage A:Human Resource Management 155

Passage B:Logistic Management 160

Vocabulary 166