营销英语复习指导.doc

营销英语复习指导一、翻译 Chapter 1l We describe marketing management as carrying out tasks to achieve desired exchanges with target markets.我们将营销管理描述为：通过执行任务来达到我们与目标市场进行交换的目的。l There are five alternative concepts under which organizations conduct their marketing activities：the production，product，selling，marketing，and societal marketing concepts.各组织进行营销活动可供选择的五种观念是：生产观念、产品观念、推销观念、市场营销观念和社会营销观念。l The production concept holds that consumers will favor products that are available and highly affordable. Therefore，management should focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guides that guides sellers.生产观念认为消费者喜爱买得到且买得起的商品，因此，管理者着重在提高生产和分销的效率，这一观念是指导卖者的最古老的哲学之一。l Another major concept guiding sellers，the product concept，holds that consumers will favor products that offer the most quality，performance，and innovative features.另一种指导销售者的主要观念产品观念认为顾客喜爱具有最好的质量、性能和创新特色的产品。l Many organizations follow the selling concept，which holds that consumers will not buy enough of the organizations products undertakes a large-scale selling and promotion effort.许多组织信奉推销观念，推销观念认为如果不进行大规模的推销及促销活动，顾客将不会购买足够多该组织的产品。l Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.大多数公司存在生产能力过剩时会采用推销观念。他们的目标是将其生产的产品销售出去，而不是生产市场需要的产品。l The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.市场营销观念认为达到组织的目标依赖于发现目标市场的需求并不能比其他竞争者更加快捷有效地提供目标市场期待的满足感。l The societal marketing concept holds that the organization should determine the needs，wants，and interests of target markets. It should then deliver superior value to customers in a way that maintains or improves the consumers and the societys well-being.社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持或改进消费者及整个社会的福利水平。 Chapter 2l The buying behavior of ultimate consumers can be examined using a five-part model：the buying-decision process，information，social and group forces，psychological forces，and situational factors.最终消费者的购买行为可以通过五部分模型来评价：购买决策过程、信息、社会和团体力量、心理力量环境因素。l Psychological forces that impact buying decisions are motivation，perception，learning，personality，and attitude. All behavior is motivated by some aroused need. Perception is the way we interpret the world around us and is subject to three types of selectivity：attention，distortion，and retention.影响购买决策的心理力量有动机、知觉、学习、个性和态度。一切行为都由某种引致性的需求引起。知觉使人们解释身边事物的方式，它与以下三类选择有关：注意、曲解和保留。l Situational influences deal with when，where，how，and why consumers buy，and the consumers personal condition at the time of purchase.环境影响指的是消费者何时、何地、如何、为何购买以及在购买时消费者的个人状况。l Impulse buying，or purchasing with little or no advance planning，is a form of low-involvement decision making.冲动型购买或事先无计划的购买是低相关程度决策的一种形式。l Like the criteria consumers use to choose products and brands，their patronage motives will vary depending on the purchases situation.与消费者用以选择产品和品牌的标准相同，消费者的惠顾型动机根据购买情形的不同各异。l Postpurchase cognitive dissonance occurs when each of the alternatives seriously considered by the consumer has both attractive and unattractive features.当消费者慎重考虑过的可选方案同时具有吸引人或不吸引人的两方面特性时，易发生购后认知不协调。l The business market consists of organizations that buy goods and services to produce other goods and services，to resell to other business users or consumers，or to conduct the organizations operations.组织市场由各种组织构成，它们购买商品和服务以生产其他商品和服务，或者转卖给别的企业用户或消费者，或者维持组织的运作。l The buying-decision process in business markets may involve as many as five stages：need recognition，identification of alternatives，evaluation of alternatives，purchase decision，and postpurchase behavior.组织市场的购买决策过程也恰好涉及到五个步骤：需求认知、鉴定选择、评价选择、购买决策和购后行为。l The creativity and effectiveness of each companys marketing strategy will ultimately determine the winner with respect to sales，profits，and customer lovalty.每个公司营销战略的创意和有效性将最终决定谁在销售、利润和顾客忠诚度方面是赢家。 Chapter 3l A broad group of products，intended for essentially similar uses and having similar physical characteristics，constitutes a product line.通常，具有类似用途和具有相似物理性质的一大类产品构成一条产品线。l Thus management needs to engage in positioning，which means developing the image that a product projects in relation to competitive products and to the firms other products.因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。l Regardless of which positioning strategy is used，the needs of the target market always must be considered.不管采用何种定位策略，目标市场的需求总是必须加以考虑的。l If a new product lacks competition and is particularly appealing to consumers，a firm can charge a fairly high price and achieve strong profit.如果一种新产品的竞争对手并不多并且特别吸引消费者，公司可将价格定的相当高，从而获得高额利润。l The product life-cycle concept has been criticized as lacking empirical support and being too general to be adapted to be useful in specific cases.产品生命周期的概念也受到一些批评，因为它缺乏经验支持，并且太过笼统而无法用于具体的案例。l Effective product management involves developing and then monitoring the various features of a productits brand，package，labeling，design，quality，warranty，and postsale service.有效的产品管理涉及到开发产品，随后便是监控产品的多种特性包括品牌、包装、标签、设计、质量、担保和售后服务。l A brand is a means of identifying and differentiating the products of an organization. Branding aids sellers in managing their promotional and pricing activities.品牌是企业用以识别和区分自己产品的一种方法。品牌化有助于卖主管理其促销和定价活动。l Packaging is becoming increasing important as sellers recognize the problems，as well as the marketing opportunities，associated with it.由于销售者认识到这个问题，包装正变得越老越重要，如同与之相关的营销机会一样。l Companies are now recognizing the marketing value of both product design and quality.企业现在意识到了产品设计和质量的营销价值。l A brand name consists of words，letters，and/or numbers that can be vocalized.品牌名称由能够发音的单词、字母和（或）数字组成。l For consumers，brands make it easy to identify goods or services. For sellers，brands can be promoted.对于消费者来说，品牌使商品和服务容易识别。对于销售者来说，品牌可以推广。l Even after a product is developed and branded，strategies must still be devised for other product-related aspects of the marketing mix.在产品开发完成并且品牌化以后，仍需设计其他产品相关的市场营销组合策略。 Chapter 4l Despite the increased role of nonprice factors in the modern marketing process，price remains an important element in the marketing mix.尽管在现代营销过程中非价格因素地位日益突出，价格仍是营销组合中的一个重要因素。l One important internal factor，the pricing strategy，is largely determined by the companys marketing objectives.一个重要的内部因素，定价策略在很大程度上由公司的营销目标所决定。l Costs set the floor for the companys price，which must cover all the costs of making and selling the product，plus enough profit to generate a fair rate of return.成本是公司价格的基础，价格必须弥补制造和销售产品发生的所有成本，并且加上足够的利润来获得一定比率的回报。l External factors that influence pricing decisions include the nature of the market and demand；competitors prices and offers；and other factors such as the economy，reseller needs，and government actions.影响价格决策的外部因素包括市场特点和需求，竞争者的价格和供应；以及其他的因素如经济环境，中间商需求状况和政府行为。l Ultimately，consumer perceptions of price and value determine whither the company has set the right price.最后，消费者的价格和价值感受决定了公司制定的价格是否正确。l Another cost-oriented pricing approach is breakeven analysis pricing，or a variation called target profit pricing.另一种成本导向的定价方法是收支平衡分析定价法，或叫目标利润定价法。l An increasing number of companies are basing their prices on the products perceived value. Value-based pricing uses buyersperception of value，not the sellers cost，as the key to pricing.越来越多的公司正将其价格建立在对产品的价值感受上。价值导向定价将消费者对价值的感受，而非销售商的成本作为定价的关键。l Value-based pricing reverse this process. The company sets its target price based on customer perceptions of the product value.价值导向定价将此过程颠倒过来，公司所制定的目标价格是建立在顾客对产品的价值感受上的。l Consumers will base their judgments of a products value on the prices that competitors charge for similar products.消费者将其对产品的价值判断建立在竞争对手类似产品的价格上。二、选择 Chapter 1n The product concept also can lead to “marketing myopia”（营销近视症）.产品观念还能导致营销近视症。n The selling concept is typically practiced with unsought（滞销） goodsthose that buyers dont normally think of buying，such as encyclopedias（百科全书） or insurance.推销观念被那些典型的滞销商品所应用那些购买者在正常情况下不会想要买的产品，例如百科全书和保险。n The shortest definition of marketing I know is “meeting needs profitably”.最短的市场营销的定义是盈利性的满足需求。n The societal marketing concept calls upon marketers to balance three consideration in setting their marketing policies：company profits，consumer wants，and societys interests.社会营销观念要求营销者在制定他们的营销政策时权衡三个方面的因素：公司利润、消费者需求和社会利益。 Chapter 2n Perception（知觉） is the way we interpret（解释） the world around us and is subject to three types of selectivity：attention，distortion（扭曲）