营销英语 unit 9

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商务英语阅读-unit-9-Marketing

• Transport V-T. To transport people or goods somewhere is to take them from one place to another in a vehicle. 运送
• e.g. Railway lines that transport the coal to ports for export have also been flooded.
，并继续下去的动作。一般用延续性动词表示
• Para. 2 We are looking for Agents/ Distributors with experience selling products within the bedding industry. A representative of the company will be visiting the United States at the end of July.
• 消费50美元可获得一张抽奖券，并有机会从种类丰富的电子产品中赢取一款
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• 翻译： • 我们寻找床上用品业内有经验的代理商或经销商加盟
。本公司将派代表在7月底访美。

国际市场营销英语课后判断题

二、判断题Chapter one1. A marketing exchange cannot take place unless each party in the exchange has something that the other party values. T2.The owners of the Plane Rubber and Tire Company are pleased with their low unit costs and high production volumes. Salespeople are unnecessary because buyers are always waiting for new tires to come off the assembly line. Plane currently has a production orientation. T3.The president of Hoppity Flea Collars docs not find it necessary to conduct much marketing research because the telephone selling campaign has been such a successful marketing strategy. Hoppity has a marketing orientation. F4.Having a sales orientation is the same as having a market orientation since both have the ultimate goal of satisfying customer needs. F5.You are about to start manufacturing and selling ferret food. You have met with your board of directors and you all discussed the benefits and sacrifices regarding the purchase of your food. Knowing the ratio of benefits to sacrifices allows you to specify how much customer value you will achieve. F6.The marketing mix variables are product. place, promotion, and price. T7.Conceptually, international marketing differs from domestic marketing only by virtue of the fact that the marketer must operate in more than one nation. TChapter three1. Soft currencies can readily be exchanged for other currencies. while hard currencies are not so easily exchanged.F2. Foreign licensing grants foreign marketers the right to use a domestic company's trademark, patent, or process ina specified geographic area. T3. A multinational corporation is a firm that has entered the international marketplace by exporting its products to aforeign market. F4. Though the first multinational corporations were US based, today it is as likely for a multinational to be Japanese,German, or British as to be American. T5. If it is believed that tastes are sufficiently homogeneous in different parts of the world to allow a standardmarketing strategy everywhere, then a global marketing strategy is appropriate. T6. Use of a straight extension marketing strategy usually results in economies of scale in production and marketing.T7. In a countertrade, goods and services from one country are exchanged for goods and services from anotherinstead of for cash. T8. Some marketing exchanges are still characterized by transaction-based marketing, such as residential realestate sales. T9. Traditionally, manufacturers have focused their energies on making products and then promoting those productsto customers in hopes of selling enough of those products to cover costs and earn a profit. T10. Often, the desirability of partnering in the business market is based upon the fact that each firm brings to thepartnership something that the other needs but cannot provide. TChapter four1. US firms operating in the international marketplace are clearly affected by a legal environment including US laws,international laws, and laws of the host country. T2. Government regulations that tax or otherwise set limits on the number of goods and services by foreignproducers are known as trade barriers. F3. A free trade area extends a customs union by seeking to reconcile all government regulations affecting trade.F4. Trade officials are in full agreement as to the direction the WTO should follow in pursuing its major policyinitiatives. F5. Foreign licensing can build revenues without the capital outlay required for establishment of manufacturingfacilities in a foreign country. T6. The trend toward increased foreign ownership of assets in the United States will probably decline because of theincreased hostility toward and government regulation of foreign- owned businesses operating in the United States. F7. Income left over after an individual pays taxes and purchases the basic necessities of food, clothing and shelter iscalled disposable income. F8. A comprehensive spending pattern shows the percentages of annual family expenditures allotted to generalclasses of goods and services. T9. Import tariffs are the means by which a government controls the in-flow of foreign goods across its borders.T10. Although WTO is a global institutional proponent of free trade, it is not without critics. TChapter five1. Culture is learned behavior passed on from generation to generation, but it is not difficult for the inexperienced oruntrained outsider to fathom. F2. Equality, disadvantaged members of society, safety and health, education and general welfare, pollution aresocial responsibility issues related to community relations. F3. All marketing employees are responsible for setting the ethical tone for the entire marketing organization. F4. Green marketing refers to the development, pricing, promotion and distribution of products that do not harm theenvironment. T5. Water pollution, air pollution, land pollution, safety and health are social responsibility issues related to theenvironment, or green marketing. F6. The vital, critical skill of the global marketer is perception, or the ability to see what is so in a culture. T7. Gestures, carriage, proximity of speakers, eye contact, and smiling all play key roles in a culture's use oflanguage. T8. Every country and culture has a history that will greatly affect both the market and the marketer. T9. Being enthusiastic about a product and having a personal attachment to it are two similar things. F10. Although the hospitality and tourism industries are slightly affected by religious holidays, marketers withproducts related to those industries need to be highly sensitive to this issue. FChapter six1.Early marketing research was fairly sophisticated because statistical techniques were sufficiently refined toproduce high levels of accuracy in research findings. F2.In the event that a new competitor were to enter a market in which you were involved. one question marketingresearch might help answer for you would be “ What must w e do to differentiate our company from our competitor?”T3. A hypothesis is a statement about the relationship among variables that carries clear implications for testing therelationship. It sets the stage for more in-depth research by clarifying what researchers need to test. T4.Trade associations represent an excellent source of private data for particular industries. T5.Sampling is the process of selecting survey respondents or other research participants. Trmation related to global markets is not readily available to American firms seeking to enter foreign markets.The Department of Commerce has only recently begun to collect data to assist firms in this area. F7.Telephone interviews are a suitable method of collecting primary marketing research data all over the worldbecause the telephone is now the universal appliance found in every home. F8.An MIS is a planned, computer-based system designed to provide managers with a continual flow of informationrelevant to specific decision areas. T9.An MIS gathers data only from inside the organization and processes it to product relevant marketing information.Fputers have automated the buying process at large retailers, opening new channels for gathering marketinginformation. TChapter seven1. The target market for a product is the specific segment of consumers most likely to purchase a particular product.T2. The division of the total market into smaller, relatively homogeneous groups is called market selectivity. F3. The number and size of the market segments chosen by a firm must not exceed its marketing capabilities.T4. Marketers must identity segments sufficiently small enough to capture in their entirely and effectively promote toas an exclusive source of some needed product. F5. Marketers are often able to identify totally homogeneous markets segments；there are seldom majordifferences among the members of a target market group. F6. The information, analysis, and forecasts accumulated through the entire market segmentation decision processallow management to assess the potential for achieving company goals and to justify committing resources to develop one or more segments. T7. Using differentiated marketing, Culture's Edge can market a wide range of trips exploring ethnic, cultural, andlifestyle-based issues that together appeal to the majority of vacation travelers, yet sell them in such a way as to appeal to individual parts of that market. T8. Colorado River White Water Raft Tours may take your breath away, but they don't take American Express! Thisrepresents an attempt by Visa Card to position itself with to one of its competitors. T9. The firm's segmentation strategy may change as its product progresses through the stages of the life cycle.During the early stages, undifferentiated marketing might effectively support the firm's attempt to develop initial demand for the product. T10. Marketers can create a competitive positioning map from information solicited from competitors or from publicdatabases that track consumer attitudes, opinions, and interests. FChapter eight1. The principal disadvantage of licensing is that it can be a very limited form of participation. T2. Exporting is the most traditional and well-established form of operating internationally. T3. Licensing, joint ventures and importing are points and tools for global market entry and expansion. F4. Large-scale direct expansion may be less expensive and a major commitment of managerial time and energy isunnecessary. F5. Management contracting includes the sharing of risk and the ability to combine different value chain strengths.F6. One of the advantages of joint venture is better control of sales activities compared with other forms ofparticipation in foreign markets. F7. Licensing is an alternative entry and expansion strategy with considerable appeal. T8. Direct exporting lakes place through sales by foreign distributors, sales agents, and overseas subsidiaries. T9. As export merchants, they are essentially acting as domestic wholesalers operating in foreign markets throughtheir own sales agents or salesforce. T10. International trading companies tend to be large-scale manufacturers and merchants and they are involved inwholesale and retail distribution. TChapter nine1. The final step in the marketing control process is to compare actual performance and standards. F2. In a period of recovery, the best marketing strategy for Electrolux would he characterized by flexibility. F3. In the beer industry, a few large brewers supply the majority of the market. The brewing industry is an example ofthe competitive structure ： Monopolistic Competition. F4. Post Office Parcel Services firms would most likely have a monopoly for its competitive environment. F5. Essex Office Products has decided to use a particular competitive tool that it feels will have a major impact. Itsconsultant, Dr. Bell, contends that this particular approach is the one most easily copied by the firm's competitors.The tool in question is： market segmentation. F6. A small hardware store whose only competitor is a huge discount store would be least likely to use thecompetitive tool distribution. F7. Customer value analysis refers to analysis conducted to determine what benefits target customers value and howthey rate the relative value of various competitors’ offers. T8. Some basic competitive positioning strategies that companies can follow are：overall cost leadership,differentiation, and focus. T9. While trying to expand total market size, the leading firm must constantly protect its current business againstcompetitors’ attacks. T10. Competitor-centered company is a company whose moves are mainly based on competitors’actions andreactions; it spends most of its lime Cracking compelilors1 moves and market shares and trying to find strategies to counter them. TChapter ten1. Ford Motor Company’s marketing strategy in Europe reflects a company that saw Europe as distinctlyfragmented into narrow markets within their specific nation states. F2. The United States can be considered as a good example for regional economic integration. T3. Regional economic integration is the political and economic agreement among countries that give preference tomember countries to that agreement. T4. Global strategic partnerships will become less important in the Asia-Pacific regions. F5. The WTO allows a departure from its policy to grant the same favorable trade conditions to all WTO members inthe case of regional trade agreements ( RTAs ). T6. The goal of a free-trade area ( FTA ) is to abolish work permits among its members. F7. Collaborative agreements can be used to refer to linkages between companies to pursue a common goal. T8. Custom unions levy a common external tariff on goods being imported from nonmembers. T9. Changes in the political, economic, socio-cultural, and technological environments are leading to new strategiesin global competition. T10. Trade creation allows consumers access to more goods at lower prices and is considered a major benefit ofregional economic integration. TChapter eleven1. A company's research and development process is the only way for them to develop new products. F2. The step-by-step new product development process explained in the text has been used by so many companiesover so many years that it is almost failure-proof today. F3. The first full-scale working product from a concept is called a “prototype. “T4. When a product has been in the maturity stage of the product life cycle for a period of time, marketing managershave pretty well lost any control of the product to the competitive vagaries that characterize that stage. F 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.F6. The marketing objective for a product in the introduction stage of the product life cycle (PLC ) is to promoteconsumer awareness and gain trial. T7. The goal of VCR manufacturers’advertisement is to maintain brand loyalty and market share; the productcategory is in the introduction stage of its product life cycle. F8. Products that are used directly in the production of a final product but are not easily identifiable are categorized ascomponent parts. T9. Machines and tools used in a production process but not as part of final products are classified as componentparts. F10. Routinely purchased items that do not become part of the final physical product and are treated like expenseitems rather than capital goods are classified as supplies and services. F11. A desirable feature for a brand name is it can be used as the general name for all products in the category.FChapter twelve1. Pricing and price competition is the number-one problem facing most marketing executives. T2. External environmental factors have the greatest effect on pricing decisions. F3. “ Forward buying” means that w holesalers stock up on far more merchandise than they can sell duringmanufacturers’ price promotions, and then resell to customers at higher prices after the promotion is over. T4. A firm’s total cost is made up of two components: direct costs and variable costs. F5. “Optional product pricing” is adding services to the base product to differentiate it from competitors and justifyhigher prices and margins. F6. The fact that prices are usually higher ( often substantially higher ) in foreign markets is called price escalation.T7. The Robinson-Patman Act seeks to prevent unfair price discrimination by ensuring that all members at a givenlevel in the channel of distribution are offered the same terms by the seller. TChapter thirteen1. A wholesaler is a marketing intermediary that takes title to the goods it sells and then distributes those goods toretailers, other distributors, and sometimes consumers. T2. A generalization that is usually true of marketing channel length is： The more standardized the product. theshorter the channel. F3. When Coca-Cola and Nestle formed a joint venture to market ready-to-drink coffee and tea worldwide, theyformed a horizontal marketing system. T4. The use of two or more marketing channels to reach the same target market is referred to as dual channeling.F5. Forcing a dealer to take the full line of products in order to get a strong brand is illegal. F6. Once a firm has defined its channel objectives, it should identify its channel alternatives, i. e. the types andnumber of intermediaries and the functions that each intermediary should perform. T7. Third party logistics basically means that firms outsource logistical tasks to independent providers who may adoptone or all of the functions required to get clients’products to market. T8. A direct-marketing channel consists of a manufacturer selling directly to the final customer. T9. Intensive is the type of distribution where there is the use of more than a few but less than all of the intermediarieswho are willing to carry a particular product. F10. When retailers develop private brands to compete with producers’ brands, the type of marketing channel conflictis vertical. TChapter fourteen1. A company's integrated marketing communications mix also goes by the name of promotional mix. T2. Contests, free samples, and coupons are examples of personal selling. F3. Non-personal communication channels carry messages without personal contact or feedback. T4. ACD Corporation sells technical products and its customers are concentrated in a small geographic area. Thecompany will use advertising the most. F5. Companies that use the affordable method base their promotion budget on a certain percentage of current orforecasted sales and / or a percentage of the sales price. F6. Mast larger companies combine push and pull strategies to move their products from the manufacturer to the finalconsumer. T7. When Gin Toy advertises a toy on Saturday-morning television and tells children to ask for the product at theirfavorite toy store, it is implementing a pull strategy in its promotion mix. T8. While the promotion mix is the company's primary communication process, the entire marketing mix must becoordinated for the greatest communication impact. T9. If a push policy is employed in promoting a product, the firm promotes only to the next institution down themarketing channel. T10. A television commercial demonstrating the versatility of the Mercedes sports utility vehicle would best beclassified as product advertising. T11. The main disadvantage with the percentage-of-sales method of setting advertising budgets is that it reversescause and effect. T12. An evaluation of media impact will help determine the media types to be used. T13. Marketers have found much success using standardized ads in their global advertising. FChapter sixteen1. The Matrix organizational structure uses teams whose members report to two or more managers. T2. Small and medium-sized firms most commonly use matrix organizational structure. F3. The process of creating an organization’s structure is called organizing. T4. A marketing control process provides feedback on how well a marketing strategy is working in the marketplace.T5. With regard to “marketing organization”, firms that focus their attention on developing a coordinated marketingmix for each brand are examples of matrix organizations. F6. The hard task of selecting an overall company strategy for long-run survival and growth is called marketingcontrol. F7. The marketing audit is a comprehensive, periodic examination of a company's environment, objectives,strategies, and activities to determine problem areas and opportunities. T8. A marketing audit is a control device used primarily by large corporations to study past performance. F9. Gabble’s Granola has set up a committee to formally study its current status and capabilities and its futureexpectations. Gabble's Granola is conducting a marketing audit. F10. A marketing audit should evaluate a company's whole marketing program on a regular basis. T11. A planning manager from corporate headquarters finds that his eastern region has no effective method ofallocating resources or evaluating goals and performance of the marketing organization. He suggests that the region should prepare a marketing audit. T12. A marketing audit should be conducted by the person who is most familiar with each of the firm's marketing plans.F13. A marketing audit should help determine if the company's marketing objectives are reasonable. TChapter seventeen1. E-marketing is a generic term used to describe all marketing channels facilitated by the Web. T2. One reason so many companies and government agencies are interested in the development of extensiveelectronic commerce is because of its potential to shift or eliminate costs. T3. Electronic commerce has become collaborative commerce. T4. China still takes the lead of the e-commerce both in technology and practices. F5. In the 1990s, the Chinese government enacted *'golden bridge”, "gold card" and "golden gate” projects topromote e-commerce. F6. Traditional marketing, from a communications standpoint, is primarily a one-way medium. TChapter eighteen1. Direct marketing involves one-way connections aimed at consumers. F2. Direct marketing is convenient, easy, and private. T3. Direct marketing is poor in building customer relationships. F4. Internet marketing has the advantage of reducing costs. T5. Direct marketing sales have grown at about 4% annually. F6. A customer mailing list and a customer database are the same. F7. Companies use their databases to identify prospects. T8. Telemarketing is the major direct marketing communication tool. T9. Direct mail marketing involves only selling catalogs to customers. F10. Three new forms of direct mail are fax, e-mail, and voice mail. T。

市场营销英语试题

一、 T r a n s l a t e t h e f o l l o w i n g p h r a s es i n t o C h i n e s e ( 1 5分)1． Distribution channel2． Marketing environment3． Target customer4． Natural resource5． Sustainable development6． Annual report7． Well-recognized8．Company’s image9． New alternative10． Target market11． Respondent12． Brand positioning13． Product origin14． Final consumer15． On-line shopping二、 Translate the words into English(15 分)1．市场细分2．检盘问卷3．年度收入4．生产线5．品牌忠诚度6．第一手数据7．周年特卖8．绿色营销9．销售时机10．主流购置者11．成本订价12．市场据有率13．实体产品14．销售促使15．公共关系三、 Translate the sentences into Chinese(40 分)1、 Advertising objectives should be realistic, precise, measurable and consistent withthe organization ’ s overall marketing objectives.2、 The core beliefs and values people hold in a given society are hard to change.3、 Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants.4、 The marketing environment refers to any outside factors and conditions related to themarketing activities of an organization.5、 Market research is the systematic collection,analysis and reporting of data to aid marketing decision making.6、 The segments you choose to serve are your Target Markets.7、Ｇ reen marketing consists of all activities designed to generate and facilitate any exchange intended to satisfy human needs and wants..8、 Direct channel means that you sell your products or services directly to the final userswithout involving any wholesaler, retailer, broker or agent.四、 Choose the suitable words to complete the sentences and fill the word in the blank.(10 分 )order, cost, enquire, free, dimensions, charge, guarantee1.Good morning. I'm phoning to ____about your personal computers.2.You asked about the ___. They are meters wide, and...3.You're in our _ __ delivery area, so there'll be no extra __ for delivery.4.We ___ delivery within two weeks after you place an ___.5.It __ us $ to make one unit, but we only ___you $6.五、 Reading comprehension （20 分）The home computer industry has been growing rapidly in the United States for the lastten years. Computers used to be large, expensive machines that were very difficult to use.But scientists and technicians have been making them smaller and cheaper while at the same time they have been made easier to use. As a result, their popularity has been increasing as more people have been buying computers for their homes and businesses. Computers have been designed to store information and compute problems that are difficult for human beings to work out. Some have voices that speak with the operators. Stores use computers tokeep records of theinventories(库存货物 ) and to send bills to their customers. Offices usecomputers to copy letters, record business and keep in touch with other offices. Peoplehave been using computers in their homes to keep track of the money they spend.One important new use for computers is for entertainment . Many new games have been des igned to be played on the computers. People of all ages have been playing these games, People also have been buying home computers to play computer games, watch movies and listen to concerts at home. They have become very popular indeed.puters used to _____.A. work rapidlyB. be large and expensiveC. be easy to useD. be used for fun2.In recent years, computers are being made ______.A. larger and more expensiveB. smaller and cheaperC. more difficult to useD. to work more slowly3.Home computers can be used for ______.A.writing lettersB. playing gamesC. doing businessD. all of the above4.Salesmen use computers mainly to ______.A.check the list of goods and materials that are kept in the store houseB.play games for pleasureC.talk with their friendsD.write letters5.The best title for the passage would be _______.A. New Uses For ComputersB. The Popularity of Home ComputersC.The Home Computer Industry D. Computers At Home6、Please match the English words in Column A with its means in Column BＡＢpopularity compute records entertainment tracka diversion that holds the attentionthe quality of being widely admired or accepted or sought after a line or route along which something travels or movescalculateanything providing permanent evidence of or information about pastevents。

大学英语精读3双语版 (9)

元首才步出私室，出现在用餐的大过道上。这里聚集着大约２０个人。
mostly the women members of his group of associates,were assembled.
大部颁是他那君同僚中的女性。
. He walked down the line shaking hands with each and mumbling a few words that were inaudible.
至今无人知晓，墨索里尼的可耻下场有多少具体细节传到了元首的耳里。
One can only guess that if he heard many of them he was only strengthened in his resolve not to allow himself or his bride to be made a spectacle-- not their live selves or their bodies.
然后，他把他仅剩的两名女秘书传来，递给她们毒药胶囊，以备节节逼近的俄国人打进来的时候服用，如果她们想用的话。
He was sorry, he said, not to be able to give them a better farewell gift,
他说，他很抱歉，不能送给她们更好的告别礼，
地堡里一直不断加剧的几乎令人无法忍受的紧张气氛突然间被打破了，
and several persons went to the canteen-- to dance.
好几个人走进食堂—跳起舞来，
The weird party soon became so noisy that word was sent from the Fuehrer s quarters requesting more quiet.

市场营销英语版试题

4p：product、price、place、promotion、4c：customer solution、customer cost、convenience、communication4c的不足之处企业营销可能会在新的层次上统一化，不能形成个性化营销优势4c以顾客需求为向导、但顾客需求有合理性和个别性问题4c仍然没有体现既赢得客户、有长期的拥有客户关系营销思想、也没有解决满足顾客需求的操作性问题。

Concept checkWhat is marketing?Answer：marketing is an organizational function and set of processes for creating communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders。

Marketing focuses on __discovering and satisfying consumer needs。

What are the four marketing mix elements that make up the organization"s marketing program?Test bank1 a study of marketing can ：EA enable you to be a more informed citizenB help you in your careerC demonstrate how marketing affects your lifeD make you a better consumerE do all of above3 prospective customers include:EA individuals buying for themselvesB individuals buying for their householdsC organizations that buy for their own use (such as manufacturers）D organizations that buy for resale （such as wholesalers and retailers)E do all of above4 marketing seeks to discover the needs and wants of prospective customers and satisfy them 。

工商管理专业英语Unit 9 Types of Marketing Research

• The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.
整理课件
3
Glossary
• hypothesis [hai‘pɔθəsis]
information needed for future
research.
• 探索性研究也许能帮助明确问题并识别出在未来的调研中所需要的信息。
整理课件
7
Glossary
• contemplation [.kɔntem‘pleiʃən]
• n. 注视、沉思、打算
• in/under contemplation 计划中
analysis is performed when consumers answer questions such as “Why do you feel that way?”. • 换句话说，当消费者回答诸如“为什么你会那样想”的问题时就用到了诊断性分析。
整理课件
10
Glossary
• predict [pri‘dikt]
• e.g. In the above example, some
evidence of concomitant variation
exists because advertising and sales
appear to be associated.
• 在上例中，有一些相随变量的证据存在，因为广告和销售似乎是相关的。
•ห้องสมุดไป่ตู้v. contemplate 注视、沉思、打算

商务英语阅读-unit-9-MarketingPPT课件

• 消费50美元可获得一张抽奖券，并有机会从种类丰富的电子产品中赢取一款
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.

高中英语Unit9HumanBiologyPeriod2Lesson1ToC北师大版选择性必修第三册

UNIT 9 Period Two基础练Ⅰ．单词拼写1．Police have stressed that this is the most ________(精确的) description of the killer.2．Not all doctors truly understand the ________(生殖的) cycle.3．He had to go to hospital for__________(治疗).4．All of our other activities would be pale in ________(比较) with sky diving.5．Ozone is the earth’s ________(屏障) against ultra-violet radiation.6．There is more to good health than the ________(仅仅) absence of disease.7．The use of the correct materials was ________(至关重要的).8．She had to face the fact that her life had changed ________(永远).9．Laughter is one of the most infectious expressions of ________(情感).10．He said that the rich and powerful mustn’t ________(滥用) their power.【答案】1．accurate 2．reproductive 3．treatment 4．comparison 5．barrier 6．mere 7．crucial 8．forever 9．emotion 10．abuseⅡ．单句语法填空1．Such a painful experience was bound ________(leave) its mark on the children.2．The test can ________(accurate) predict what a bigger explosion would do.3．Abuse can lead to both psychological and (emotion) problems.4．In my opinion, the decision was ________(whole) justified.5．He said nothing, ________(mere) smiling and watching her.6．Much of his early work is ________(concern) with the rural life.7．More salt intake may lead ________ raised blood pressure in adults.8．He passed the difficult test and treated us ________ a big dinner.【答案】1．to leave 2．accurately 3．emotional4．wholly 5．merely 6．concerned 7．to 8．toⅢ．完成句子1．It is the third time that ________ for work this week, isn’t it?这是你这个星期第三次上班迟到了，对吗？2．________ to the agriculture is still under discussion.如何在农业上应用这项技术还在讨论中。

新编剑桥商务英语unit-9

Fragrance is as much a marketing tool these days as a logo, a slogan or a jingle. Sony puts its customers ‘in the mood’ for buying in its stores with the smell of vanilla and mandarin. At some Doubletree Hotels guests (2)_____. And Proctor and Gamble has experimented with ScentAir scents to attract shoppers to displays in stores, says Van Epps. ‘What’s better than having a brand people want to use because of fragrance?’
One thing that interests me about this is that smell can have such an effect on humans.
•One thing that surprises me is…
One thing that surprises me is that ScentAir’s turnover has quadrupled as a result.
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make

英语二段句子翻译低版本

Unit 9 famous women1.他希望在下届奥运会中能创出100米短跑世界纪录，然后光荣地退役。

He hopes he can set a world record in the 100-meter race in the next Olympics Games and then rerite with honor2.他不幸患上了癌症，更糟的是他没有足够的钱去治疗。

Unlucky he developed lung cancer. T o make matters worse he didn’t h ave enough money for treatment.3.我相信这些科学家对政府的很多决策有很大的影响力I believe these scientists have considerable influence over many government decisions4.他因闯红灯而出了车祸，不幸致残。

He was crippled in car accident, which is caused by his running a red light.5.那个搬运工在搬运货物时不小心扭伤了腿，医生建议他每天对腿做一次按摩以辅助治疗。

That porter carelessly twisted his legs while carrying goods and the doctor suggested that he give himself a message every day by rubbing his legs to assist the treatment.6.她们的教练虽然非常严厉却受到她们的尊敬。

Although very strict, their coach is looked up to by them.Unit 10 Success1.在孩子个性形成时期，家长要特别关心并注意他们是否有心理问题的迹象。

外研社新时代职业英语_传媒英语使用手册_Unit9

新时代职业英语专业篇传媒英语使用手册外语教学与研究出版社北京Unit 9Warming UpTask 11. F2. E3. A4. H5. C6. D7. G8. BTask 21. “Anything is possible.”Designed for Li Ning“Like a computer. Unlike any computer.” Designed for iPad“Rethink possibilities.” Designed for Huawei Mate 30 5G“Elegance is an attitude.” Designed for Longines“I’m lovin’it.” Designed for McDonald’sMore slogans:“Keep moving.” Designed for Anta“Just do it!” Designed for Nike“Impossible is nothing.” Designed for Adidas“Let us make things better.” Designed for Phillips“China Railways High-speed, a moving Great Wall in the world!” Designed for CRH2. The slogans appear on different media, mostly on the Internet. Today’s advertisers have manychoices of media types at their disposal. The internet alone provides many of these, with the advent of short videos, banners, advertorials, sponsored websites and so much more. Here are a few examples:Online Advertising (i.e. Digital Advertising)There are ads on most websites, as they are the primary revenue driver for the internet. An avenue of online advertising is native advertising, which is the digital variation of the print advertorials and sponsored content. There are many digital marketing strategies including placing ads on popular websites and social media sites.Print AdvertisingWhen consumers are tired of digital ads, a return to the tactile feeling and permanence of the printed pieces is definitely in the cards. Brochures, leaflets, flyers and hand-outs are included in this classification.Outdoor AdvertisingThis is a broad term that describes any type of advertising that reaches consumers when they are away from home. Think of billboards, bus shelter posters, fly posters, and even those big digital boards in public spaces.Product Placement AdvertisingProduct placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement. It is a way that these shows or movies get funding, and is a great way for advertisers to reach target audiences.这些广告在不同的媒体中出现，大多数是在因特网上。

市场营销专业英语单词完整

Marketing Management营销管理New Products Development新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位additions to existing product lines 现有产品线的增加administered vertical marketing systems 管理式垂直营销系统market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketing Association 美国营销协会annual marketing plan 年度营销计划assurance 保证attitudes of consumers 消费者态度availability 可获得性/供货能力awareness (产品)知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要BCG Grow-Share Matrix 波士顿增长—份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioral analysis 行为分析behavioral hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试blue collars 蓝领bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand’s equity 品牌的价值break—even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局business strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers’ bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power index (BPI）购买力指数buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel—control strategies 渠道控制战略channel—design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商co-branding 联合品牌code of ethics （职业)道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive （supply—side) evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision—making 消费者(购买)决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contribution margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co—ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司（经营)范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold （COGS）产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本—数量关系cost—oriented pricing 成本导向定价法cost—plus/mark—up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross—elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer—oriented pricing 顾客导向定价法customers' perception 顾客感知customers’ preferences 顾客偏好customers’ price sensitivity 顾客的价格敏感度customizing 定制data collection 数据收集data confidentiality 数据保密data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new—product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP）直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminate analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store (private labels）brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication (媒体)重复DuPont 杜邦公司durability 耐用性early VS late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering （产品）工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit (公司）伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price （EDLP）天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩张途径expectation measures （顾客）预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理(商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构arm products 农产品fast-moving consumer goods (FMCG) 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code (FTC）联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规范化formulate 制定fortress/position—defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略games 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric (GE）通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商a品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global—market expansion 全球市场扩张goals 总目标going—rate/competitive parity pricing竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product （GDP）国内生产总值gross margin 毛利gross national product (GNP）国民生产总值gross profit 毛利gross rating points (GRPs）总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth—extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略growth—market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations （HMOs）（美国）卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Hertz 赫兹（美国汽车租赁巨头) Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high—contact service system 高接触服务系统high—involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Holiday Inns 假日旅馆homogeneous market 同质市场household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵I ndustry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术informative 告知性的ingredient 成份in—home personal interview 个人家庭访谈in—house use tests 内部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展示in—store positioning 店内布局in-store promotion 店内促销intangibles 无形integrated marketing communication plan （IMC) 整合营销传播计划integration of perception 感知整合integration 整合Jaquar 美洲豹Jell—O 吉露jobbers 批发商Johnson ＆Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法 just noticeable difference (JND) 恰巧注意到的差异just-in—time (JIT）management system 准时制管理体系just—in-time purchasing arrangements 及时采购安排Kao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken （KFC）肯德基key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi’s 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型lifestyle 生活方式limited—service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd’s of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long—term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登(法国著名时尚品牌）low-contact service system 低接触服务系统low—cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技macro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers’export agents (MEA）制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansionstrategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market—entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems （MDSS）营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu*＊＊*a 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald’s 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS （Marketing—Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔—波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company （3M)明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs）跨国公司multiple test markets 多测试市场multiple—brand strategy 多品牌战略multiple—factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任Nabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子net sales 净销售额network computer （NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to—the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no—brand brand name 无品牌的品牌名称no—frills product 无虚饰产品noise in communication system 传播系统中的噪音non—financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non—store retailing 无店铺零售业number of stockouts 迟滞数目object-and-task method of promotion budgeting 目标—任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer）原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC （Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品operational excellence运作管理水平opinion leaders 意见领导者opportunity cost 机会成本order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out—of—home media户外广告媒体overall cost leadership全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权parties involved 交换中的各方payment terms 支付条款pay—off control 支出控制penetration pricing 渗透定价Pepsi—Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual (product）pisitioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures表现/业绩测度performance objective绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical (product) positioning 物理（产品）定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post—purchase dissonance 购买后的不协调post—purchase evaluation 购买后评估post—purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for—profit organization 私营/盈利性组织PRIZM （Potential Rating Index for Zip Markets）按邮政区划为基础的潜力等级指数proactive new—product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble （P&G）宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle （PLC) 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品范围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product（ion)-oriented organization 产品/生产导向型组织production 生产product—line pricing adjustments 产品线定价调整product—management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro—environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project—company resource compatibility 项目与公司资源的协调性projected profit—and-loss statement 预计损益表projective tests 投影测试Promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity （PPP）购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额raw materials 原材料。

学术英语管理Unit课文翻译

业务营销化1 问街上一般的人什么是营销时,他们会告诉你那大概就是“卖东西的”;这从根本上说是正确的,但营销不是简单的销售行为,而是怎样做成的销售;我们都被全天候不间断营销所围绕,而我们每一个人都已经以我们自己的方式成了一名营销人;2 专家是怎么定义营销的呢根据美国市场营销协会,市场营销是一种组织职能,是为组织自身及利益相关者stakeholders n. 利益相关者；股东而创造、传播、传递客户价值,管理客户关系的一系列过程;3 根据世界市场营销协会对营销的定义,“核心的经营理念是指导通过交换来识别和满足个人和组织需要的过程,从而为各方创造出众的价值;”4 最后,英国特许营销学会说,“营销是有利地识别,预测,和满足顾客需求的管理过程”;5 如果我们只是看这三个定义的共性,我们可以看出,营销本质上in essence是：a 发现和给顾客他们所想要的和需要的东西, b通过做这些来获利;4Ps或5Ps营销策略6 密歇根州立大学Michigan State University的杰罗姆·麦卡锡Jerome McCarthy 教授在20世纪50年代写了一本书并且定义了4Ps营销策略,包括产品、渠道、价格和促销;这本书为这个星球上最古老的专业提供了一个清晰的结构,而这个结构成为市场营销的定义;7 为了更好地理解营销,你应该有你自己对术语的定义;例如,我认为营销是对产品的价格、分配、促销以及人员进行控制,满足顾客以获得利益;控制是个充满感情的词语,尤其在我们谈及控制人的时候;无论怎样,控制是很重要的,因为作为一名营销人员,我要控制市场营销的每一个工具并且操纵它们来使市场的影响力达到最大化;8 作为一名营销经理,我控制一个产品的形象、味道和触感;我控制我的产品应该要价多少;我在促销工具中操纵工具,希望吸引enticing消费者购买我的产品;下面便是被麦卡锡强调的4Ps营销策略;此外,我们加入了第五个P：人;人9 营销人员已经为“人”是否应该被包含以成为营销策略里的第五个P而争辩了很多年;但没有了人,营销便是无意义的,这是我为什么要把“人”加进去的原因;10 做得好的话,营销是以人们的希望、需求和欲望为中心;有时候,这些需要是物质的,例如有营养的食物和干净的水;有时候,这些需要是心理上的,例如留下深刻印象的需要;有时候,这些需要是社会性的,例如融入文化的需要或者被注意的需要;人们有无限多的理由以解释人们的行动,需求和行为;因此,有效的营销应该一开始就对顾客有一个深刻的insightful,adj. 有深刻见解的,富有洞察力的了解;11 然而,很少有营销员真的从顾客开始;为什么呢因为大多数的营销都开始于一些新产品的开发,但这些产品是可能或者不能面市的;“我们开发了一个更好的新产品,现在我们去找人来购买它吧”,这是通常的事件顺序;很简单,这就是为什么在美国80%的新产品都在它们的第一年就失败了;12 无论我们卖什么,那里都会有一些人会比另外的人更有可能想要购买;例如,作为一个不吸烟的人,那将是浪费时间和金钱来说服我购买你那个品牌的香烟;然而,如果我本来就是吸烟者,我可能对尝试一个我从来没有尝试过的新品牌很感兴趣;发现你理想的目标市场和了解所有你能够了解的为什么他们做他们所做的事情,这将帮助你决定一个最好的方式去以最大化的利润呈现你的产品;产品13 您的产品是可供出售或另一个人使用的任何东西;这包括产品的质量,材料选择,颜色/大小/气味scent/味道,以及产品的每个物质方面;这也包括产品的包装例如,包装是要保护产品的还是要让人们可看到,产品的设计和制造,还有为了寻找更好方式去制造产品而进行的任何调查和发展;产品P涵盖了每一件能够用于发展的难以确定的或者不难确定的项目的东西;价格14 价格不仅仅是支付你的产品和效益的费用,它代表更多;价格传达了不少关于产品的东西和确定了质量的期望值;它也把观众分割segment为哪一些是有能力购买这个产品的和哪一些只是希望他们能拥有的;最后,价格甚至传达了你应该怎样消费这个产品; 15 即使一个知名品牌established brand可以要价的也会是很多或好少;例如,大众辉腾是一个失败,因为大众辉腾已经花了十年来传递给我们一个信息“人们的车不应该那么贵”;类似的例子,保时捷914以“穷人的保时捷”着称部分原因是由于其最低阶层的价格,这个品牌注定要be doomed to失败;渠道16 渠道指的是在哪里和怎样销售你的产品,也可以表示为分配;要把这个P做好,你必须决定你是要在一个专有的精品店还是在一个大型的超市去销售你的产品你会让它广泛推广还是在少数几家商店销售呢那里有很重要的战略决定,这些决定会影响你的产品怎样被认知以及顾客所愿意支付的产品价格;17 例如,如果你在一家折扣商店买了一件博柏利大衣那会是多么的特殊呀一些产品开始是独家经销的,建立了他们品牌的声望,然后他们就会扩大分销;苹果的iPod 就是这样做的,它开始时是在苹果的实体店和网店独家销售的,而现在它已经可以大范围分销了;想一下你的质量期望值会怎样改变当你遇到廉价航空公司airlines时,例如瑞安航空公司和英国航空公司比较;渠道可以确定质量期望值;促销18 你选择的任何方式来推销你的产品在营销上称之为促销;这包括了任何形式的营销传播marketing communication,如广告、公共关系、促销、事件营销,也包括你做的任何的一对一销售;19 还有一个其他的P被定期地争论着,那就是“利润”;所有的商业公司都是为了盈利而经营的;利润是好的;有了利润,公司就能够支付它们员工更多的薪酬,就能够扩张他们的生意和雇佣更多的员工,就能够建立新的公司;获利是资本主义的capitalism生命线;20 有成千上万种方式可以增加获利;你可以销售更多产品,要价更高,拓宽分配渠道,收缩分配渠道,减少货物的材料成本而保持相同的价格,减少你所销售产品的数量而提高价格,又或者通过在世界更便宜的工厂生产产品来减少制造成本;。

新职业英语市场营销英语Unit5 Personal Selling--Products

- 7 - 2020/3/10
Reading A
翻译
» Master Tip 1: Dig for sales opportunities. » Today, sales professionals need to uncover opportunities
themselves rather than wait for leads or for customers to come to them. The best performers recognize that even if there are many leads in their sales pipeline, they need to invest part of their time regularly in finding and developing new sales opportunities. Think of buyers as partners—partners who may be able to refer you to a steady stream of new business. Ask for a referral at the close of every sale. Contact individuals who have benefited from your products in the past. Become involved in organizations that may include prospective customers. In sales, it’s who you know that counts.
- 11 - 2020/3/10
Reading A: Task 2

秘书英语 Unit_9

• Begin ----welcome • Body ----a brief introduction of the guests and the purpose of the visit • End----a warm welcome again
Exercises:
• P101 1
Practical Writing
Unቤተ መጻሕፍቲ ባይዱt 9 How does a secretary deal with speeches？？
•Review •Section 1 •Section 2 •Section 3
Review
• • • • (1) 致: Peter Smith (2) 来自：Helen, 办公室秘书 (3) 写信日期：2008年1月21日 (4) 事由: 邀请某公司营销部经理Peter Smith前往我公司会议室举行一场关于市场营销的讲座，讲座时间拟定于2008年2月1日上午8： 00-10：00。
Speeches
1. 2. 3. 4. Informative Persuasive Entertaining Stimulating
Ceremonial speeches
Welcoming speech A response speech A farewell speech 1. Begin, body, end 2. Identify, extend, express 3. Recall, cherish, Respect, Future contact, Say goodbye
Section 3 Writing Ceremonial Speeches (1) 3 parts • Introduction---begin with opening words • Body—topic sentences • Conclusion—strengthen