英语复习料终极结合版.doc

【中译英、英译中】1.marketing management 营销管理 The production concept 生产观念 the product concept 产品观念 The selling concept 推销观念 market segmentation 市场细分 profitable size 可盈利性 relationship marketing关系营销 .accessibility 可进入性 self containment自身特征性 .marketing mix response市场反应性 set the stage for 为打好基础 .boil sown to 归结于 contextual 前后关系的2.consumer involvement 消费者参与度 reference group 参照群体.word of mouth 口碑 family life cycle 家庭生命周期 potential consumer 潜在消费者 high-involvement 高参与 subculture 亚文化 .social class 社会阶层 opening day 开幕日 Consumer behavior 消费者行为 consumer buying decisions消费者购买决策过程3.integrated marketing communications 整合营销传播 opening day 开幕日4. contemporary advertising当代广告 recognizing your problems 意识到你的问题 calculating. your .Ad. budget计算广告预算 strategy operation 广告策略运作. advertising media 广告媒介 self regulation 自动调节 self-serving 自私自利的5.sales management 销售管理 A recognized need 明确需求 Buying power 购买权限 receptivity and accessibility可接受与可接近性.personal selling 人员推销 wholesaler 批发商 6. brand management 品牌管理 vertical extensions 垂直延伸.parent brand 母品牌 original product 原产品.extension product 延伸产品 brand strength 品牌强度.brand awareness 品牌知名度 master brand 主导品牌.line extensions 线延伸 category extensions 大类延伸Chapter 11. The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.生产观念是在业务上最古老的概念之一。它持有的理念，消费者将有利于这些产品被广泛使用，成本低。生产型组织的管理人员集中在实现高生产效率，广为散发2. The selling concept is another common approach. 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. 推销观念是另一种常见的途径。许多遵循推销观念的企业认为消费者不会购 买组织的产品，除非它足以承担大规模的销售和推广工作。3. 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) 它（市场营销观念）认为要达到企业目标的依赖于比竞争对手更有效的对目标市场需求进行满足。4. There are three steps to targeting: market segmentation, target choice, and product positioning. (10) 有三个步骤来定位：市场细分，目标选择，产品定位Chapter 25. Stages in the Buyer Decision Process 购买决策的步骤 (21)Behind the visible act of making a purchase lies an important decision process that must be investigated. The stages a buyer passes through in making choices about which products and services to buy are the purchase decision process. This process has the five stages: (1) problem recognition, (2) information search, (3) alternative evaluation, (4) purchase decision, and (5) post purchase behavior.背后的可见行为作出购买决策过程中一个重要的在于，必须予以追究。该阶段的买方经过在做出选择哪些产品和服务购买的购买决策过程。这个过程有五个阶段，如图所示1.解决这个问题：感知需要 2.信息搜索：求值 3.评估替代方案：评估值4.购买决策：购买价值 5.购买后的行为：在使用消费价值。(1) problem recognition 确认需求(2) information search 收集信息(3) evaluation of alternative 评估备选方案(4) purchase decision 做出购买决策(5) post purchase behaviors 购后行为6. Types of Consumer Buying Decisions and Consumer Involvement (24)All consumer-buying decisions generally fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making.消费者购买决策与消费者参与度种类所有消费者的购买决策一般都属于沿三大类行为：常规反应行为，有限型决策，以及扩展决策行为。7. Hierarchies of Needs 需要层次 (37)(1) physiological needs 生理需要 (2) safety needs 安全需要(3) social needs 社会需要 (4) personal needs 尊重需要(5) self-actualization needs 自我实现需要8. Stages in the Adoption Process (41)(1) Awareness 感知、注意 (2) Interest 兴趣(3) Evaluation 评估价值 (4) Trial 试用 (5) Adoption 采纳Chapter 39. Ideally, marketing communications from each promotional mix element (personal selling, advertising, sales promotion, and public relations) should be integrated.理想地,营销传播是由若干具有促销性质要素融合而成的整体(个人销售,广告,促销,公共关系营销)应整合也就是说,消息到达消费者应相同的操作,而不管它是否来自广告,销售人员在存档,一份杂志上的文章,或者一张优惠券在报纸上插入。10. The adoption processed is related to effective communication and promotion planning. There are six steps in the adoption process: awareness, interest, evaluation, trial, decision, and confirmation. We saw consumer buying as a problem solving process in which buyers go through these six steps on the way to adopting ( or rejecting ) an idea or product. (60)实施的进程与有效沟通是促销计划紧密相聚，在整合营销计划的采用过程中有六个步骤，意识兴趣评估试用决定确认。我们可以看到消费者购买过程正是要解决的问题过程，每个消费者都要经过其中的六步骤，从而来决定是否采用该决定或产品。11. The AIDA model consists of four promotion jobs: to get Attention, to hold Interest, to arouse Desire, and to obtain Action.(As a memory aid,note that first letters of the four key words spell AIDA-the well know opera.)AIDA模型的促进性工作是由四:1吸引关注2保持兴趣3唤起需求4采取行动。(作为一个记忆援助,注意词的首字母拼写的四个关键字的AIDA了解歌剧。)Chapter 412. We live in a time that has defined itself as “The Age of Information” when communications has become instantaneous and global. Nowadays, we can see various advertisements everywhere in our daily life. (66)我们生活在一个信息时代当沟通日益瞬化和全球化。日常生活中，我们随处可见各种广告。Chapter 513. The tasks of sales management销售管理的任务(80)(1) Define sales goals and the sales process(2) Determine the sales force structure(3) Recruit and train the sales force(4) Compensate and motivate the sales force(5) Evaluate the sales force.1明确销售目标和销售进程2确定销售队伍结构 3人才招聘，培养销售队伍4激励和补偿销售人员5评估销售队伍。14. Whether a salesperson spends a few minutes years on a sale, these are the 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) Handling objections, (6) Closing the sale, and (7) Following up. (84)无论一个销售人员达成一笔交易，是一分钟或几年，他们要经过七个基本步骤:(1)产生需求 (2)确定需求 (3)接近顾客，发现需求 (4)发展并提出解决方案 (5)处理销售方案 (6)完成销售 (7)完成售后跟踪16.Five levels to a product产品五大层次 (1)The core benefit level is the fundamental need or want that consumer satisfys by consuming the product or service.核心利益层次的根本需要或者想要满足消费者通过购买产品或服务(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.This is basically a stripped-down, no-frills version