市场营销专业英语复习资料
Chapter1 Marketing Management [营销管理]
1、Marketing Management Philosophies [营销管理基本原理] Define：as the analysis,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpo of achieving organizational objectives.
2、Five alternative concepts：【五个发展过程（填空）及其中三个观念含义的翻译】
1）the production concept[生产观念] It holds the philosophy that consumers will favor tho products that are widely available and low in cost. 消费者喜欢那些可以随处买得到而且价格低廉的产品，企业应致力于提高生产效率和分销效率，扩大生产，降低成本以扩展市场。
2）the product concept[产品观念] consumers will favor products that offer the most quality,performance,and innovative features. 消费者喜欢高质量、多功能和具有某种特色的
产品，企业应致力于生产高值产品，并不断加以改进。
3）the lling concept[销售观念] Many organizations follow the lling concept,which holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale lling and promotion effort. 消费者具有购买惰性或抗衡心理，不会足量购买企业的产品，企业必须积极推销和大力促销，以刺激消费者大量购买本企业产品。
4）the marketing concept [市场观念] 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）the societal marketing concept[社会营销观念] It holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors do in a way that prerves or enhances the consumer's and the society's well-being. 【含义必考黄豆猪脚！】
3、The product concept can lead to “marketing myopia”.产品观念可导致“营销短视”。 【词义搭配】
4、Four Pillars for Marketing Concept（市场营销观念的四个支柱）：target market[目标市场],customer needs[消费者需求],integrated marketing[综合市场],profitability[利益].
5、记住：The Selling and Marketing Concepts Contrasted（下表）：【P5上面的两段文字解释】
Concept | Starting point | Focus | Means | Ends |
郝笛Selling | Factory | Products | Selling and promoting | 艺术活动有哪些 Profits through sales volume |
Marketing | Target market | Customer needs | Integrated marketing | Profits through customer satisfaction 早上说说 |
| | | | |
6、The marketer must probe it further and distinguish among five kinds of needs：【考试重点，会表述括号里的内容】
● Stated needs（the customer wants an inexpensive car）表达的需求
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● Real needs（the customer wants a car who operating cost，not its initial米龙老爹原始的 price，is low）未表达的需求
● Unstated needs（the customer expects good rvice from the dealer）
生日的祝福词● Delight needs（buy a car and receives a complimentary U.S road atlas）
● Secret needs（the customer wants to be en by others as a value-oriented savvy精明的 consumer）
7、why is it very important to satisfy the target customer？【记】Becau a company’s sales each period come from two groups:new customers and repeat customers.
8、Integrated marketing takes place on two levels：
● The various marketing functions must work togher，such as advertising，sales force，product management，and marketing rearch
● Marketing must be well coordinated with other company department.
9、如何提高盈利能力？
company makes money by satisfying customer needs better than its competitors do.
10、The societal marketing concept calls upon marketers to take social and ethical considerations into their marketing practices.
11、【了解】Three Considerations underlying the Societal Marketing Concept：Society,Consumers,Company.【选择题】
12、Market gmentation[市场细分] is the process of grouping a market into smaller subgroups.【名词解释】
13、There are a number of enderpinning criteria that assist with gmentation（市场细分的考虑因素）：profitable size，accessibility（可及性），lf containment，marketing mix respon（营销组合）。
14、Target market[目标市场] is the market gment which a particular product is marketed to.【名词解释】It is often defined by age，gender and/or socio-economic grouping. 【记住】
15、Three steps to targeting:market gmentation,target choice,product positioning.【了解。选择题】
16、Position is all about “perception理念”。 【定位的核心】
植物的现代诗歌17、Positioning[市场定位] is the technology by which marketers try to create an image or identity for a product，brand，or company．It is the “place” a product occupies in a given market as perceived by the target market．Positioning is something that is done in the minds of the target market．
18、Three types of positioning concept：functional positions，symbolic positions，experiential positions.
19、【记住】Customers are important long-term asts that must be valued（and treate
d likewi）not harvested.
20、利益的来源？Profitability comes from making existing customers happy，so they become loyal repeat customers.
