新世纪高职高专综合英语3 unit 5

competition
n. [U] the people or groups that are competing against you, especially in business or in a sport竞争者，对 手 e.g. Going to trade fairs is an ideal opportunity to size up the competition. foreign/international competition: companies from other countries that you are competing with e.g. Japanese PC makers now face foreign competition in their home market.
The Four Ps:
• Promotion: This includes advertising, sales promotion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company. • Placement /Place : (of distribution) This refers to how the product gets to the customer.
Strategic Decision 战略决策
• Strategic decisions are those that determine the overall direction of an enterprise.
Marketing Orientation 营销导向
• A business that has a marketing orientation sees the needs of customers and consumers as vital. As it develops and markets products to meet those demands, certain structural characteristics become apparent in the business.
Marketing Audit 营销审核
• Strategic tool used to review the effectiveness of a marketing program. A marketing audit is a comprehensive, systematic, periodic evaluation of a company’s marketing capabilities.
The Four Ps:
• Product: The Product management and Product marketing aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user’s needs and wants. • Pricing: This refers to the process of setting a price for a product, including discounts.
Marketing Mix 营销组合
• Combination of marketing elements used in the sale of a particular product. The marketing elements center around four distinct functions, sometimes called the Four Ps: product, price, place (of distribution), and promotion.
• Consummate vt. make (sth.) complete or perfect 使（某事 物）完整或圆满 e.g. This award consummates my life’s work. 这个奖是我一生努力的圆满结果。 • Consummation n. 完成，臻于圆满 the consummation of one’s life’s work 毕生努力的圆满成功
Market Research 市场调查
• The term market research encompasses a number of activities that are designed to connect marketers to consumers through information gathering and evaluation. Market research provides businesses with information about their customers, their competitors, and their overall industry.
go about (doing) something • to start to do something 开始做某事 e.g. How can we go about solving this problem? 这张宣传单会告诉你怎样开始在网上买东西。 e.g. The leaflet tells you how to go about making a purchase on line. facilitate vt. to make it easier for a process or activity to happen 使(某事物)容易或减少困难 e.g. Computers can be used to facilitate language learning.
Unit 5 Marketing
Marketing 市场营销
• The activities of a company associated with buying and selling a product or service. It includes adverting, selling and delivering products to people. • The ultimate goal of marketing is to match a company’s products and services to the people who need and want them, thereby ensure profitability.
• Related terms in text A
Marketing Concept 市场营销理念
• Goal-oriented, integrated philosophy practiced by producers of goods and services that focuses on satisfying the needs of consumers over the needs of the producing company. • The marketing concept holds that the desires and needs of the target market must be determined and satisfied in order to successfully achieve the goals ation 市场细分
•
Process of dividing the market according to similarities that exist among the various subgroups within the market. The similarities may be common characteristics or common needs and desires. • Market segments can be defined in several other ways besides product types — for example, consumer types, channels of distribution, or price levels.
Target Market 目标市场
• Group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group. For example, the furniture market can be divided into segments described as Early American, contemporary, or traditional.