营销专业英语精华考试版.doc

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 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 organizations 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 organizations 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 consumers and the societys 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支柱）：target market目标市场,customer needs消费者需求,integrated marketing综合市场,profitability利益.5、记住：The Selling and Marketing Concepts Contrasted（下表）：【P5上面的两段文字解释】ConceptStarting pointFocusMeansEndsSellingFactoryProductsSelling and promotingProfits through sales volumeMarketingTarget marketCustomer needsIntegrated marketingProfits through customer satisfaction6、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】l Stated needs（the customer wants an inexpensive car）表达的需求l 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l Unstated needs（the customer expects good service from the dealer）l Delight needs（buy a car and receives a complimentary U.S road atlas）l 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】Because a companys sales each period come from two groups:new customers and repeat customers.8、Integrated marketing takes place on two levels：l The various marketing functions must work togher，such as advertising，sales force，product management，and marketing researchl 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 segmentation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 segmentation（市场细分的考虑因素）：profitable size，accessibility（可及性），self containment，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 companyIt is the “place” a product occupies in a given market as perceived by the target marketPositioning is something that is done in the minds of the target market18、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？Profitability comes from making existing customers happy，so they become loyal repeat customers.21、Five stages to the customer development cycle：awareness认知，comparison比较，transaction交易，reinforcement加强，advocacy支持.22、Collaborative innvovation allows firms to tap into customer expertise by intergrating customers into the firms 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？l Reverse your thinking 转变思维l Create collaboration platforms 创建平台l Enbrace modularity 模块化l 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preceiving a need（2）Information search信息收集seeking value（3）Evaluation of alternative备选方案评价assessing value（4）Purchase decision购买决策buying value（5）Postpurchase behaviour购后行为value in cunsumption of use3、Types of Consumer Buying Decisions and Consumer Involvement：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，interest，perceived risk，situation，social visibility. 【选择题】8、Factors influencing consumer behavior影消费者行为因素（1）Culture Factors：Culture，Subculture，Social Class；（2）Social Factors：Reference Groups，Opinion Leaders，Word of Mouth，Family influences；（3）Personal Factors：Gender，Age and Family Life-Cycle Stage，Personality,Self-Concept,and Lifestyle.（4）Psychological Factors：Motivation，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：product，price，place，and promotion.【P40整段翻译】12、Stages in the Adoption Process：Awareness、Interest、Evaluation、Trial、Adoption.13、The five-adopter groups have differing values.Innovators are venturesomethey try new ideas at some risk. Early adopters are guided by respectthey are opinion leaders in their communities and adopt new ideas early but carefully. The early majority are deliberatealthough they rarely are leaders，they adopt new ideasbefore the average person . The late majority are skepticalthey adopt an innovation only after a majority of people have tried it .Lag-gards are tradition boundthey 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 activitiesmedia advertising，sales promotion，personal selling，public relations，as well as direct marketing，packaging，and other forms of communicationsto produce a consistent，unified 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），but its ultimate goal is to promote the companys 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 (VNRs), 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 Relations公共关系特性：Relatively Low Cost、Can be Targeted、Credibility、Controllability、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 grouporganizations 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 companys 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 consumers 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 processperhaps building preference.激发欲望，会影响消费者的评估可能会建立偏好。4）And obtaining action includes gaining trial,which may lead to a purchase decision.采取行动，包括获得试用的机会,可能会引起消费者的不满行为.5）Continuing promotion is needed to confirm the decisionand encourage an ongoing relationship and additional purchases.Chapter4 Contemporary Advertising 当代广告1、Advertising affects daily lives of consumers，informing them about products and services and influencing their attitudes，beliefs，and ultimately their purchase.【选择题】2、There are two basic types of advertising：product advertising、institutional advertising. P66详解3、The choice of how and where to advertise （newspapers and magazine ads，radio and television commercials，cinema ads，posters on hoardings or billboard，point-of purchase displays in stores mailing of leaflets，brochures or booklets，and so on），and in what proportions，is called a media plan.4、The advertising of a particular product or service during a particular period of time is called an advertising campaign广告活动. 【名词解释】5、Product advertisements focus on selling a good or service.Product advertisements take three forms：(1)pioneering（or informational）开创式广告,产品初期阶段采用；(2)competitive（or persuasive）竞争性广告,随产品生命周期往前发展；(3)reminder提醒广告。6、Institutional Advertisements形象广告：The objective of institutional advertisements，sometimes called corporate advertising，is to build goodwill or an image for an organization，rather than promote a specific goods or services.7、Four alternative forms of institutional advertisements：Advocacy advertisements state、Pioneering institutional advertisements、Competitive institutional advertisements、Remind institutional advertisements.8、Direct-response advertising （product or institutional）seeks to motivate the customer to take immediate action. 9、Marketing management must make four important decisions when developing an advertising program：setting advertising objectives，setting advertising budgets，developing advertising strategy，and evaluating advertising campaigns.【选择题】10、When talking about ads， advertiser often pay more attention to how to create a good advertise film or concrete creation，this may easily lead to the separation between product itself and advertisement.11、Efforts to measure effectiveness consider objectives，Such as：changing attitude，awareness，or exposure.12、Effectiveness depends on how well the medium fits with the rest of a marketing strategythat is，it depends on：（1）your promotion objectives；（2）what target markets you want to reach；（3）the funds available for advertising，and（4）the nature of the mediaincluding who they reach，with what frequency，with what impact and at what cost.13、Criticisms of advertising 会导致：may misrepresent the truth ；may lead to monopoly and higher prices.14、虚假广告Puffery is exaggeration in claims made about a product.Practically all marketers use superlatives such as best in describing their brands. 【名词解释】Chapter5 Sales Management 销售管理1、The tasks of sales management销售管理的任务：（1）Define sales goals and the sales process,确定销售目标和销售流程,；（2）Determine the sales force structure,确定销售队伍结构；（3）Recruit and train the sales force,招聘和培训销售人员；（4）Compensate and motivate the sales force,补偿和激励销售队伍；（5）Evaluate the sales force.评估销售队伍. 【简答题】2、Like any marketing objective，sales goals should be stated in clear，precise，and measurable terms and should always specify a time frame for their fulfillment.3、Sales force recruitment should be based on an accurate，detailed description of the sales task as defined by the sales manager.4、培训的内容（会翻译）。P815、激励的三种形式：The three basic compensation methods for salespeople are commission，salary，and combination plans.6、Seven basic steps in the personal selling process：（1）generating leads（2）qualifying leads（3）approaching the customer and probing needs（4）developing and proposing solutions（5）handing objections（6）closing the sale（7）following up7、Sales leads can be secured in several different ways，most notably through advertising，trade shows and conventions，or direct-mail and telemarketing programs.8、Lead qualification consists of determining whether the prospect has three things：A Recognized Need；Buying Power；Receptivity and Accessibility（接受能力及可及性）.9、A salesperson should view objections as requests for informationA good salesperson considers objections a legitimate part of the purchase decision. 【记住】10、不想买东西时，顾客一般采取的方式：changes in facial expressions，gestures，and questions asked.11、They must ensure that delivery schedules are met，that the goods or services perform as promised，and that the buyers employees are properly trained to use the products.Chapter6 Brand Management 品牌管理1、According to the American Marketing Association，a brand is a name,term,sign,symbol or design,or a combination of them，intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.2、Kotler define five levels to a product.产品的五个层次.(1)the core benefit level is the fundamental need or want that consumer satisfys by consuming the product or service.核心利益(2)The generic product level is a basic version of the product containing only those attributes or characteristics absolutely necessary for its functioning but with no distinguishing features.基础产品(3)The expected product level is a set of attributes or characteristics that buyers normally expect and agree to when they purchase a product.期望产品(4)The augmented product level includes additional product attributes,benefits,or related services that distinguish the product from competitors.附加产品(5)The potential product level include all of the augmentations and transformations that a product might ultimately undergo in the future.潜在产品3、安索夫成长矩阵：current products new productsMarket penetration strategy市场渗透Product development strategy产品平分Market development strategy市场平分Diversification strategy多元化4、The basic premise of the CBBE(the Customer-Based Brand Equity Model) model is that the power of a brand lies in what customers have learned, felt, seen, heard about the brand as a result of their experiences over time. In other words, the power of a brand lies in what resides in the minds of customers. The challenge for marketers in building a strong brand is ensuring that customers have the right type of experiences with products and services and their accompanying marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to the brand .5、A brand extension is when a firm uses an established brand name to introduce a new product.品牌拓展定义6、Brand extensions can be broadly cl