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1、1市场营销专业英语复习市场营销专业英语复习I 题型题型一、专业短语中英互译题（每题一、专业短语中英互译题（每题 1 1 分分, ,共共 2020 分）分）二、单项选择题（每题二、单项选择题（每题 1 1 分分, ,共共 3030 分）分）三、判断题（每题三、判断题（每题 2 2 分分, ,共共 1010 分）分）四、句子中英互译题（每题四、句子中英互译题（每题 3 3 分分, ,共共 1515 分）分）五、简答题（每题五、简答题（每题 5 5 分分, ,共共 2525 分）分）II 复习复习Chapter1 Marketing Management 营销管理营销管理1、Marketing Ma
2、nagement 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 will 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 innova
3、tive features. 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.the marketing concept 市场观念 the societal marketing concept社会营销观念 3、Four Pi
4、llars 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 differences between the selling concept and the marketing concept.5、Three steps to targeting: market segmentation, target choice, product positioning. 6、Relationship Marketing
5、关系营销；Collaborative Marketing协作营销Chapter2 Consumer Behavior消费者行为消费者行为21、Stages in the Buyer Decision Process购买决策的步骤购买决策的步骤（1）problem recognition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
6、 Consumer Involvement: routine response behavior, limited decision making, extensive decision making. 3、The level of involvement in the purchase depends on five factors: previous experience； interest；perceived risk；financial risk；social risk；psychological risk；situation；social visibility4、Factors in
7、fluencing consumer behavior影响消费者行为因素1）Underlying cultural, social, individual, and psychological factors strongly influence the decision process.2）Cultural factors：culture and values, subculture, and social class.3）Social factors ：reference groups, opinion leaders, word of mouse and family members.4
8、）personal characteristics：gender; age and life-cycle stage; and personality, self-concept, and lifestyle. 5）Psychological factors ：perception, 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 nee
9、ds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.7、The buyer decision process for new products （Stages in the Adoption Process）: （1）Awareness. （2）Interest （3）Evaluation （4）Trial （5）Adoption3Chapter3 Integrate
10、d Marketing Communications 整合营销传播整合营销传播1、A companys total marketing communications mixalso called its promotion mixconsists of the specific blend of 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 inher
11、ent 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 exactly 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
12、 service. （4）Advertising 广告 Advertising is traditionally defined as any paid form of non-personal communication about a product, a service, or a company with the intention to sell the product or service or to influence opinions on and attitudes towards the product, service, or company.（5）Public Rela
13、tions 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 当代广告当代广告1、广告类型、广告类型:（1）pioneering advertising 开创式广告,产品
14、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 advertising program: setting advertising objectives, setting advertising budgets, developing advertising strategy, and evaluating advertising cam
15、paigns.43、the three primary purposes of advertising objectives：which can be classified by primary purpose: whether the aim is to inform, persuade, or remind.4、Advertising media 广告媒体:television, newspaper, radio, magazine, yellow pages, outdoor, direct mail, Internet. Chapter5 Sales force Management
16、销售队伍管理销售队伍管理1、The tasks of sales management 销售管理的任务销售管理的任务（1）Define sales goals and the sales process（2）Determine the sales force structure（3）Recruit and train the sales force（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
