B2B企業英語會話：行銷篇

推薦序
作者序
Lesson 1 銷售預算制定 Sales Budgeting
銷售預算：找A咖客戶談 ask for commitment
Marcom預算：廣告參展 ad & trade shows

Lesson 2 銷售目標設定 Objective/Target Setting
個別客戶目標：focusing on the 80%
總公司的期待：tug of war

Lesson 3 市場區隔/標定/定位 - Segmentation/Targeting/Positioning
市場區隔：segmentation
標定與定位：targeting & positioning

Lesson 4 產品/技術藍圖 - Product/Technology/ Roadmap
產品藍圖：roadmap for solid relationship
技術藍圖：roadmap for new development

Lesson 5 產品組合與開發 - Product Mix & Development
產品組合分配：multiple channel management
產品開發流程：a systematic way to succeed

Lesson 6 定價：競爭與利潤 - Competitiveness & Profitability
通路定價：pricing for channel
全面漲價：General Rate Increase(GRI)

Lesson 7 通路建立與夥伴關係 - Channel Building & Relationships
通路管理：channel management
通路與直接客戶：channel & direct accounts

Lesson 8 廣告與參展 - Advertising & Exhibition
合作廣告與參展：co-op ad & trade shows
展會現場：at the show