-
市场营销专业英语复习资料
Chapter1
Marketing Management [
营销管理
]
1
、
Marketing
Management
Philosophies
[
营销管理基本原理
]
Define
：
as the
analysis,planning,implementation,and control of
programs
designed
to
create,build,and
maintain
beneficial
exchanges
with
target
buyers
for
the
purpose
of
achieving
organizational
objectives.
2
、
Five
alternative concepts
：
【五个发展过程
（填空）及其中
三个观念含义的翻译】
1
）
the production
concept[
生产观念
]
It
holds the philosophy
that
consumers
will
favor
those
products
that
are
widely
?
Stated needs
（
the
customer wants an inexpensive car
）
表达
的需求
?
Real
needs
（
the customer wants a
car whose operating cost
，
not
its initial
原始的
price
，
is
low
）未表达的需求
?
Unstated
needs
（
the customer expects
good service from the
dealer
）
?
Delight needs
（
buy
a car and receives a complimentary U.S
road atlas
）
?
Secret
needs
（
the customer wants to
be seen by others as a
value-oriented
savvy
精明的
consumer
）
7
、
why is it very
important to satisfy the target customer
？
【记】
available and low in
cost.
消费者喜欢那些可以随处买得到而
且价格低廉的产
品，企业应致力于提高生产效率和分销效
率，扩大生产，降低成本以扩展市场。
2
）
the
product
concept[
产
品观念
]
consumers
will
favor
products that offer the most
quality,performance,and innovative
features.
消费者喜欢高质量、多功能和具有某种特
色的产
品，企业应致力于生产高值产品，并不断加以改进。
3
）
the
selling
concept[
销
售观念
]
Many
organizations
follow
the
selling
concept,which
holds
that
consumers
will
not
buy
enough
of
the
organization's
products
unless
it
undertakes
a
large-scale selling and promotion
effort.
消费者具有购买惰性
或抗衡心理，不会足量购
买企业的产品，企业必须积极推销
和大力促销，以刺激消费者大量购买本企业产品。
4
）
the
marketing concept
[
市场观念
]
It holds
that achieving
organizational goals
depends on integrating marketing activities
toward determining and satisfying the
needs and wants of target
markets more
effectively and efficiently than competitors do.
5
）
the
societal marketing
concept[
社会营销观念
]
It holds that
the
organization's
task
is
to
determine
the
needs,wants,and
interests of target markets and to
deliver the desired satisfactions
more
effectively
and
efficiently
than
competitors
do
in
a
way
that
preserves
or
enhances
the
consumer's
and
the
society's
well-being.
【含义必考
！
】
3
、
The product
concept can lead to
“
marketing myopia
”
.
产品观
念可导致“营销短视”
。
【词义搭配】
4
、
Four Pillars
for Marketing Concept
（市场营销观念的四个
< br>支柱）
：
target
mar
ket[
目标市场
],customer
needs[
消费者需
求
],in
tegrated marketing[
综合市场
],pro
fitability[
利益
].
5
、
记住
：
Th
e Selling and Marketing Concepts Contrasted
（下
表）
：
【
P5
上面的两段文字解释
】
Concept
Starting
point
Focus
Means
Ends
Selling
Factory
Products
Selling and
Profits
promoting
through sales
volume
Profits
Marketing
Target
Customer
Integrated
through
market
needs
marketing
customer
satisfaction
6
、
The marketer
must probe it further and distinguish among five
kinds of needs
：
【考
试重点，会表述括号里的内容】
Because
a
company
’
s
sales
each
period
come
from
two
groups:new customers and repeat
customers.
8
、
Integrated
marketing takes place on two
levels
：
?
The various
marketing functions must work
togher
，
such as
advertising
，
sales
force
，
product
management
，
and
marketing research
?
Marketing
must
be
well
coordinated
with
other
company
department.
9
、如何提高盈利能力？
company makes money by satisfying
customer needs better than
its
competitors do.
10
、
The societal
marketing concept calls upon marketers to take
social and ethical considerations into
their marketing practices.
11
、
【
了
解
】
Three
Considerations
underlying
the
Societal
Marketing Concept
：
Society,Consumers,Company.
【选择题】
12
、
Market segment
ation[
市场细分
]
is
the process of grouping
a market into
smaller subgroups.
【名词解释】
13
、
There are a
number of enderpinning criteria that assist with <
/p>
segmentation
（
市
场
细
分
的
考
虑
因
素
< br>）
：
profitable
s
ize
，
accessibility
（
可
及
性
）<
/p>
，
self
containment<
/p>
，
marketing
mix
response
（营销组合）
。
14
、
Target
market[
目标市场
]
is
the market segment which a
particular
product is marketed
to.
【
名词解释】
It is
often defined
by
age
，
gender and/or socio-
economic grouping.
【记住】
15
、
Three
steps
to
targeting:market
segmentation,target
choice,product
positioning.
【了解。选择题】
16
、
Position is
all about
“
perception
理念
”
。
【定位的核心】
17
、
Positioning[
市
场
定
位
]
is
the
technology
by
which
marketers try to create an image or
identity for a product
，
brand
，
or
company
．
It
is
the
“
place
”
a
product
occupies
in
a
given
market
as
perceived
by
the
target
market
．
Positioning
is
something that is done in the minds of
the target market
．
18
、
Three types of
positioning
concept
：
functional
positions
，
symbolic
positions
，
experiential
positions.
19
、
【记住
】
Customers are important long-term
assets that must
be
valued
（
and treated
likewise
）
not harvested.
20
、
利益的来源？
P
rofitability
comes
from
making
existing
customers
happy
，
so they become loyal
repeat customers.
21
、
Five stages to
the customer development cycle
：
< br>awareness
认知，
comparison
比较，
transaction
交易，
reinforcement
加强，
advo
cacy
支持
.
22
、
Collaborative
innvovation
allows
firms
to
tap
into
customer
expertise by intergrating customers into the
firm
’
s new
product development
process.
【名词解释】
23
、
Collaborative
support
allows firms to reduce support
costs
while incerasing customer
satisfaction by allowing customers to
dialogue with the firm and among
themselves to solve
support
problems.
24
、
How
to
realize
transition
from
traditional
marketing
to
collaborative
marketing
？
?
Reverse your
thinking
转变思维
?
Create
collaboration platforms
创建平台
?
Enbrace
modularity
模块化
?
Align
incentives
提供激励
Chapter2 Consumer
Behavior[
消费者行为
]
1
、
The stages a
buyer
passes through in making choices
about
which
products
and
services
to
buy
are
the
purchase
decision
process.
2
、
Stages in the
Buyer Decision Process[
购买决策的步骤
]
：
（
1
）
Problem recognition[
问题确认
]
—
precei
ving a need
（
2
）
Information search[
信息收集
]
—
seeking value
< br>（
3
）
Evaluation
of alternative[
备选方案评价
]
—
assessing value
（
4
）
Purchase decision[
购买决策
]
—
bu
ying value
（
5
）
Postpurchase behaviour[
购后行为
]
—
value in
cunsumption
of use
3
、
Types
of
Consumer
Buying
Decisions
and
Consumer
Invo
lvement
：
outine response
behavior
习惯性购买决策
,limited
decision
making
有限性购买决策
,extensive
decision
making
广
泛性购买决策
.
4
、
Frequently
purchased
，
low-
cost
goods
and
services
are
generally associated with routine
response behavior.
5
、
Limited
decision making
typically occurs when a
consumer
has
previous
product
experience
but
is
unfamiliar
with
the
current
brands available.
【名词解释】
6
、
Consumers
practice
extensive decision
making
when buying
an
unfamiliar
，
expensive product
or an infrequently bought item.
7
、
Factor
Determining the Level of Consumer Involvement
影响
消费者参与的五个因素：
previous
experience
，
intere
st
，
perceived risk
，
situation
，
social
visibility.
【选择题】
8
、
Factors
influencing consumer
behavior[
影消费者行为因素
]
（
1
）
Culture Fact
ors
：
Culture
，
Subculture
，
Social
Class
；
（
2
）
Social
Factors
：
Reference
Groups
，
Opinion
Leaders
，
Word of
Mouth
，
Family
influences
；
（
3
）
Personal
Factors
：
Gender
，<
/p>
Age
and
Family
Life-Cycle
Stage
，
Personality,Self-Concept,and Lifestyle.
（
4
）
Psy
chological Factors
：
Motivatio
n
，
Perception
，
Learning
，
Attitude
formation
，
attitude change.
9
、
Family Life
Cylce P31
七部分内容？
10
、
Hierarchies of
Needs
需求层次：
physiological
needs
生理
需要；
safety
needs
安全需要；
social
needs
社会需要
；
personal
needs
个性需要；
elf-actualization
needs
自我实现需要
11
、
Marketing
stimuli consist of the four Ps
：
< br>product
，
price
，
place
，
and promoti
on.
【
P40
整段翻译】
12
、
Stages
in
the
Adoption <
/p>
Process
：
Awareness<
/p>
、
Interest
、
< br>Evaluation
、
Trial
、
Adoption.
13
、
The five-
adopter groups have differing tors are
venturesome
—
they
try
new
ideas
at
some
risk.
Early
adopters
are
guided
by
respect
—
they
are
opinion
leaders
in
their
communities and adopt new ideas early
but carefully. The early
majority are
deliberate
—
although they
rarely are leaders
，
they
adopt new ideasbefore the average
person . The late majority are
skeptical
—
they
adopt
an
innovation
only
after
a
majority
of
people
have
tried
it .Lag-gards
are
tradition
bound
—
they
are
suspicious of changes
and adopt the innovation only when it has
become something of a tradition itself.
Chapter3
Integrated Marketing Communications
整营传播
1
、
IMC
整合营销传播
：
is the method of carefully coordinating
all promotional
activities
—
media
advertising
，
sales
promotion
，
personal
selling
，
public
relations
，
as well as direct
marketing
，
packaging
，
and other forms of
communications
—
to produce a
consistent
，
unifie
d message that is customer focused.
2.
Direct
marketin
直接营销
refers to
marketing communication
techniques,which
will
enable
the
marketer
to
communicate
directly
with
the
target
audience
with
a
view
to
prompting
immediate or direct reaction in the
form of purchase behavior or
asking for
more information.
【名词解释】
3
、
Publicity[
宣传
]
：
Publicity
is primarily an informative
activity
（
as
opposed
to
a
persuasive
one
）
，<
/p>
but
its
ultimate
goal
is
to
promote the
company
’
s products
，
services
，
or
brands.
4
、
宣传的方式
：
The most basic
tool of the publicist is the press
release,
but
other
techniques
include
telephone
press
conferences, in-studio
media tours, multi-component video news
releases (VNR’s), newswire stories, and
internet releases.
5
、
Public
Relations [
公共关系
]
：
public relations are an indirect
promotional
tool
whose
role
is
to
establish
and
enhance
a
positive
image
of
an
organization
and
its
products
among
its
various
publics.
【名词解释】
6
、
Characteristics
of
Public
Relatio
ns[
公共关系特性
]
：
Relatively
Low
Cost
、
Can
be
Targeted
、
Credibility
、
Controllab
ility
、
Saturation of Effort.
7
、
Ethical and
Social Issues[
公共宣传中存在的伦理和社会问
题
]
：
One of the
most controversial practices in public relations
is
the
use
of
front
group
—
organizations
that
purport
to
serve
a
public
cause
while
actually
serving
the
interests
of
a
client
whose sponsorship may
be obscured or concealed.
8
、
The
AIDA
model consists of four promotion
jobs
促销任务：
(1)to get
Attention
获得注意
,(2)to hold
Interest
引起兴趣
,(3)to
arouse
Desire
激发欲望
,and(4)to obtain
Action
采取行动
.
1
）
Getting
attention is necessary to make consumers aware of
the
company's offering.
获得注意，对于消费者知晓公司的产品是十分必要的。
2
）
Holding
interest gives the communication a chance to build
the consumer's interest in the product.
引起兴趣，给予消费者建立对公司产品兴趣的机会。
3
）
Arousing
desire
affects
the
evaluation
process
—
perhaps
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