市场营销专业英语复习(共5页).doc

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1、精选优质文档-倾情为你奉上市场营销专业英语复习I 题型一、专业短语中英互译题（每题1分,共20分）二、单项选择题（每题1分,共30分）三、判断题（每题2分,共10分）四、句子中英互译题（每题3分,共15分）五、简答题（每题5分,共25分）II 复习Chapter1 Marketing Management 营销管理1、Marketing Management Philosophies 营销管理基本原理 2、Five alternative concepts:the production concept生产观念 It holds the philosophy that consumers wil

2、l favor those products that are widely available and low in cost. the product concept产品观念 consumers will favor products that offer the most quality, performance, and innovative features. the selling concept销售观念 Many organizations follow the selling concept, which holds that consumers will not buy en

3、ough of the organizations products unless it undertakes a large-scale selling and promotion effort.the marketing concept 市场观念 the societal marketing concept社会营销观念 3、Four Pillars for Marketing Concept: target market目标市场,customer needs消费者需求,integrated marketing整合市场营销,profitability利益.4、Describe the dif

4、ferences between the selling concept and the marketing concept.5、Three steps to targeting: market segmentation, target choice, product positioning. 6、Relationship Marketing关系营销；Collaborative Marketing协作营销Chapter2 Consumer Behavior消费者行为 1、Stages in the Buyer Decision Process购买决策的步骤（1）problem recognit

5、ion问题确认（2）information search信息收集（3）evaluation of alternative备选方案评价（4）purchase decision购买决策（5）post purchase behaviors购后行为2、Types of Consumer Buying Decisions and Consumer Involvement: routine response behavior, limited decision making, extensive decision making. 3、The level of involvement in the purc

6、hase depends on five factors: previous experience； interest；perceived risk；financial risk；social risk；psychological risk；situation；social visibility4、Factors influencing consumer behavior影响消费者行为因素1）Underlying cultural, social, individual, and psychological factors strongly influence the decision pro

7、cess.2）Cultural factors：culture and values, subculture, and social class.3）Social factors ：reference groups, opinion leaders, word of mouse and family members.4）personal characteristics：gender; age and life-cycle stage; and personality, self-concept, and lifestyle. 5）Psychological factors ：perceptio

8、n, motivation, learning, beliefs, and attitudes.5、Maslows needs hierarchy：Hierarchies of Needs需求层次: （1）physiological needs生理需要 （2）safety needs安全需要 （3）social needs社会需要 （4）personal needs 个性需要 （5）self-actualization needs自我实现需要 6、Marketing mix consist of the four Ps: product, price, place, and promotion

9、.7、The buyer decision process for new products （Stages in the Adoption Process）: （1）Awareness. （2）Interest （3）Evaluation （4）Trial （5）AdoptionChapter3 Integrated Marketing Communications 整合营销传播1、A companys total marketing communications mixalso called its promotion mixconsists of the specific blend o

10、f five different parts. （1）Direct marketing直接营销 （2）Sales Promotion销售促进is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience, sales force, or distributors. （3）Personal selling人员销售is exa

11、ctly what it says-a form of person to person marketing communication in which the seller attempts to persuade the consumer to buy the companys product or service. （4）Advertising 广告Advertising is traditionally defined as any paid form of non-personal communication about a product, a service, or a com

12、pany with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service, or company.（5）Public Relations 公共关系2、what is Integrated Marketing Communications3、The tools of Public Relations: （1）press releases新闻稿；（2）lobbying游说；（3）education and training

13、教育和培训 ；（4）exhibitions and shows展览和展示；（5）in-house journals 活动与实践 Chapter4 Contemporary Advertising 当代广告1、广告类型:（1）pioneering advertising开创式广告,产品初期阶段采用（2）Competitive advertising竞争性广告,随产品生命周期往前发展（3）Reminder advertising提醒广告2、Marketing management must make four important decisions when developing an adver

14、tising program: setting advertising objectives, setting advertising budgets, developing advertising strategy, and evaluating advertising campaigns.3、the three primary purposes of advertising objectives：which can be classified by primary purpose: whether the aim is to inform, persuade, or remind.4、Ad

15、vertising media广告媒体:television, newspaper, radio, magazine, yellow pages, outdoor, direct mail, Internet. Chapter5 Sales force Management 销售队伍管理1、The tasks of sales management销售管理的任务（1）Define sales goals and the sales process（2）Determine the sales force structure（3）Recruit and train the sales force（

16、4）Compensate and motivate the sales force, ,（5）Evaluate the sales force.2、Steps in the 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 （7） Following upChapter6 Bran

17、d Management 品牌管理1、Brand is a name, term, sign, symbol or design, or a combination of them2、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 satisfies by consuming the product or service.核心利益(2)The generic product level基础产品(3)The

18、 expected product level期望产品(4)The augmented product level附加产品(5)The potential product level潜在产品3、Market penetration strategy市场渗透；Market development strategy市场开发；Product development strategy产品开发；Diversification strategy多元化4、Customer-based Brand Equity.基于顾客的品牌资产.5、A brand extension is when a firm uses

19、 an established brand name to introduce a new product.品牌延伸Line extension means that the parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand.Category extension: The parent brand is used to enter a different produ

20、ct category from that currently served by the parent brand.6、Sub-brand 副品牌 parent brand母品牌. Horizontal Extensions 水平延伸Vertical Extensions垂直延伸7、the advantages of brand extension. 8、the disadvantages of brand extension：Can confuse or frustrate consumers；Can encounter retailer resistance； Can fail and hurt parent brand image； Can succeed but cannibalize sales of parent brand； Can succeed but diminish identification with any one category； Can succeed but hurt the image of parent brand； Can dilute brand meaning ； Can cause the company to forgo the chance to develop a new brand.专心-专注-专业