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1、1. Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. 市场供应可以包括一些提供给市场以满足供需要求的产品、服务、信息和经验。2. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. 当 卖家们把重点放在现有需求而忽略了
2、潜在客户的需求,那么他们有营销近视症。 3. The selling concept holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort. 推销观念认为,消费者不会购买足够的公司的产品,除非它进行一个大规模的销售和促销。4. The societal marketing concept calls on marketers to balance consumer wants and desire
3、s, company profits, and societys interest. 社会营销理念呼吁营销者平衡消费者的需求和愿望,公司利润和社会的利益。5. Product, price, place, and promotion make up the elements of a firms marketing mix. 产品、价格、地点、促销组成一个公司的市场营销组合的元素.6. It is cheaper for a company to acquire new customers than to maintain relationships with current customer
4、s.一个公司想获得新客户比保持与现有客户的关系更容易。7. At Nike, we sell shoes is a market-oriented business definition. “在耐克公司,我们卖鞋”是一个以市场为导向的业务定义。8. In the BCG matrix, dogs by definition are businesses and products that do not generate enough cash to maintain themselves. 在BCG矩阵,“狗”的定义是企业和产品不产生足够的现金来维持自己。 9. The four market
5、ing management functions are analysis, planning, implementation, and control.这四个营销管理功能分析、规划、实施和控制。10. In SWOT analysis, strengths and weaknesses refer to a firms internal environment, while opportunities and threats refer to the external environment. 在运用SWOT分析的优点和缺点是指企业的内部环境,而机会和威胁指外部环境。11. The micr
6、oenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces. 微环境包括大型社会力量,影响到公司,如人口、经济、政治和文化力量。12. The demographic environment is of major interest to marketers because it involves people, and people make up markets. 人口环境是关心的重要营
7、销人员,因为这涉及到人,而这些人造就了市场13. Marketing research is the systematic design, collection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 营销研究系统的设计、收集、分析和报告数据的直接关系到一个特定的市场营销形势下面临的一个组织。14. Questionnaires are the most common research instrument. 问卷调查
8、是最常见的研究工具。15. Subcultures are societys relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. 社会亚文化的相对持久和命令部门的成员分享相似的价值观、兴趣和行为。16. A persons buying choices are influenced by four major psychological factors: motivation, perception, learning, and beli
9、efs and attitudes.一个人的购买选择是由四个主要的心理因素的影响:动机、认知、学习、信仰和态度。 17. Maslows theory is that human needs-including physiological, safety, social needs, esteem, and self-actualization needs-are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it. 马斯洛的理论是:人
10、类的需求包括生理、安全、社会需求、自尊和自我实现的需要是有层次性的,一个不满需要促使个体采取行动来满足。18. A business marketer normally deals with far fewer buyers than the consumer marketer does. 一个企业营销人员通常交易与少得多的买家比消费者营销人员确实。19. Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in
11、order, are market segmentation, marketing positioning, differentiation, and targeting. 你的公司想要远离大众营销和从事面向消费者的市场。就按照这四个步骤去走,在需求,市场的分割、市场定位、分化 和目标。20. Your assignment at work is to divide buyers into different groups based on lifestyle, and personality characteristics. After a planning session with the
12、 marketing and sales staff, you issue a memo to upper management recommending psychographic segmentation. You are right on target. 你的工作任务是把买家基于生活方式和性格特点分成不同的组。在与市场部和销售部的员工计划会议后,你的任务是备分中向高层管理人员推荐的心理细分。你负责这个目标。21. In evaluating different market segments, a firm must look at three factors: segment size
13、 and growth, segment structural attractiveness, and company objectives and resources.在评估不同的细分市场,企业必须看三个因素:段规模和增长,部分结构性吸引力,和公司目标和资源。 22. Because Cruise Ships International currently has limited financial and personnel resources, it should avoid concentrated or niche marketing until resources are agai
14、n substantial.因为运输目前国际金融和人员资源有限,应该避免集中或利基营销资源是实质性的。直到再次 23. Niche marketing offers smaller companies an opportunity to compete by focusing their limited resources on serving niches that may be unimportant to or overlooked by larger companies. 利基营销提供规模较小的公司竞争的一个机会有限的资源集中在服务上可能不重要或被忽视的大公司。24. A servic
15、e is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. 一个服务是任何可以提供给市场的注意,采集、使用或消费,可以满足一个想要或需要。25. Unsought products are products that the customer buys frequently, immediately, and with a minimum of comparison and buying effor
16、t. 爱情产品是产品的客户购买频繁,立即,以最小的比较和购买的努力。26. Branding can add consumer value to a product. 品牌可以添加用户价值产品。27. Service inseparability means that the quality of services depends on who provides them, as well as when, where, and how they are provided. 服务不可分割性意味着服务的质量取决于谁为他们提供,以及什么时候,在哪里,以及他们是如何提供。28. Successful service
