Summaries and Practice Tests in Marketing

RETHINKING AND REINVENTING MARKETING/7

1. Starting up/7

2. Vocabulary/8

3. Reading: Building customer relationships - increasing customer loyalty/11

4. Language Review/15

5. Translation Exercises/17

6. Writing Letters /42

7. Practice Test /44

CUSTOMERS AND PRODUCTS

Starting up /48 Vocabulary /49 Reading: Problem analysis vs. decision making /51 Language Review/54 Translation Exercises/57 Writing Letters of Application (I) / 66

7. Practice Test /67

APPROACHING NEW CUSTOMERS /71

Starting up/ 71 Vocabulary /72 Customer Centrality/74 Language Review/77 Translation Exercises/80 Writing Letters of Application (II)/119 Practice Test /119

DEVELOPING NEW PRODUCTS /123

Starting up /123 Vocabulary /123 Reading: Products, service marketing and branding strategy /125 Language Review/139 Translation Exercises/142 Writing Letters of Complaint and Aology/160 Practice Test/ 161

NEGOTIATIONS /165

Starting up/ 165 Vocabulary/165 Reading: The New Age of Negotiation /167 Language Review /183 Translation Exercises/185 Writing Letters of Complaint/201 Practice Test / 202

List of irregular verbs / 207

BIBLIOGRAPHY /214