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1、Unit 101.Marketing: Marketing is a total system of business activities designed to plan,price,promotion and distribute want-satisfying products to target markets to achieve organizational objectives.2.Market opportunity: profitable possibilities of filling unsatisfied needs or creating new ones in a
2、reas in which the company is likely to enjoy a differential advantage,due to its distinctive competencies.3.Market research: collect and analyze information about the size of a potential market,about consumers reaction to particular product or service features,and so on.4.Marketing mix: all the vari
3、ous elements of a marketing programme,their integration,and the amount of effort that a company can expend on them in order to influence the target market.5.Four Psof marketing mix: Product(include quality, features, style, brand name, size, packaging,services and guarantee.)Place(includes such fact
4、ors as distribution channels, locations of points of sale,transport,inventory size)Promotion(it groups together advertising,publicity,sales promotion,and personal selling)Price(includes the basic list price,discounts,the length of the payment period,possible credit terms,and so on)6.Producer/industr
5、ial/business Market: consisting of all the individuals and organizations that acquire goods and services that are used in the production of other goods,or in the supply of services others. 7.target market: refers to a groups of people or organizations at which a firm directs a marketing program.8.Se
6、lling: assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services.9.Marketing: assumes that the producers task is to find wants and fill them.Unit 111.word-of mouth advertising（口头广告） which occurs when people tell their friends abo
7、ut the benefits of products or services that they have purchased.2.institutional/prestige advertising(机构/信誉广告)which is designed to build up their reputation rather than to sell particular products.3.a brief: a statement of the objectives of the advertising campaign.4.overall advertising strategy： it
8、 concerning the message to be communicated to the target customers.5.a media plan: specifying which media will be used and in which proportions.Unit 121.develop product or brand awareness: inform potential customers (and distributors,dealers and retailers)about the products existence,its feature,its
9、 advantages,and so on. 2.promotion tools: advertising, public relations, sales promotion,or personal selling3.public relations(PR):is concerned with maintaining, improving or protecting the image of a company or product.4.publicity(the most important element of PR): which is any mention of a company
10、s products that is not paid for,in any medium read ,viewed or heard by a companys customers or potential customers,aimed at assisting sales.5.sales promotions such as free samples, coupons,price reductions, competitions, and so on,are temporary tactics designed to stimulate either earlier or stronge
11、r sales of a product.6.personal selling is the most expensive promotion tool, and is generally only used sparingly, eg. as a complement to advertising.Unit 131.accounting: process of measuring, interpreting, communicating financial information to enable people inside and outside the firm to make inf
12、ormed.2.historical cost accounting历史成本会计: which records assets at their original purchase price,minus accumulated depreciation charges.3.current cost or replacement cost accounting重置成本会计: which values assets(and related expenses like depreciation)at the price that would have to be paid to replace th
13、em(or to buy a more modern equivalent) today.4.the profit and loss account or income statement损益表 shows earnings and expenditure.It usually gives figures for total sales or turnover,and cost,expenses and overheads.5.利益的流向：to the government in taxation, to shareholders as a dividend, retained by the
14、company.6:the balance sheet资产负债表 shows a companys financial situation on a particular date,generally the last day of the financial year. It lists the companys assets,its long-term and short-term liabilities,and shareholders funds. 7.intangible assets无形资产,whose value is difficult to quantify or turn
15、into cash,such as goodwill,patents,copyrights and trade marks. 8.tangible assets有形资产: plant, equipment, cash, real estate9.the basic accounting equation会计恒等式: Assets=Liabilities+owners Equity, this can be rewritten as Assets-Liabilities=owners Equity or Net Assets10.Net Assets净资产 includes share capi
16、tal,share premium or paid-in surplus,and the companys panys market capitalization公司市场资本化: the total value of its shares at any given time, ie.shares times their market price. 12.double-entry bookkeeping复式簿记: that all transactions are entered as a credit in one account and as a debit in another.13.the funds flow statement or source and application of funds statement(GB)or the statement of
