市场营销专业英语课文翻译

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Marketing市场营销(英文版)

Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。

市场营销外文翻译

The financial crisis on the impact of SMEs in Chinaand CountermeasuresBy the U.S. sub-prime crisis triggered by the financial crisis spread to all areas of the world, has not only the financial crisis, but a history of rare and strong impact on the world Economic crisis. Integration into the world economy, China has also been greatly affected, especially SMEs. Since the reform and opening up, small and medium enterprises developed rapidly, China's industrial restructuring, to ease the employment pressure, technological innovation, promoting Economic growth has played a very important role, but this time the economic crisis of the majority of SMEs have been facing crisis of survival, if you do not have a high degree of attention and to take effective measures, it may cause greater volatility in the national economy, the threat to build a harmonious society. This article will brief analysis of the financial crisis on the impact of China's small and medium enterprises and to propose measures to bail out small and medium enterprises in order to be helpful. The financial crisis on China's enterprises, especially SMEs, is a very serious impact, resulting in a lot of SMEs are forced to cease operation or even bankruptcy. (1) market decline in aggregate demand, sales of small and medium enterprises affected.The financial crisis had a direct impact on SMEs is a decline in export volume. The sub-prime crisis in the world economic recession, decline in international demand, China's SMEs, exports, reduction in export trade, which makes for a relatively high dependence on foreign markets, export-oriented small and medium enterprises in the production declines, the profit decline in the state, especially in the eastern coastal many enterprises have been cut, layoffs or even close. There are also turning to SMEs in the domestic market, in fact, depressed foreign markets, while domestic demand is declining, due to: the impact of economic transmission mechanism, the financial crisis has led to the stock market downturn and a decline in corporate profitability, is also a corresponding reduction in income the purchase of desire is not wang. On the other hand, from the financial crisis for the world economy creates a fear of mind to consumers, in order to take preventive measures, they try to curb government spending and reduce consumption. These have led to the difficult situation of domestic-based small and medium enterprises, or even bankruptcy. Reduction in theface of market share, increasing competition among enterprises on the market the product even more serious oversupply of lower prices, corporate profit margins shrink, survival more difficult.(2) The increase in cost, small and medium enterprises be further squeezed profit margins.First of all, in recent years, raw materials and energy prices overall rose substantially higher prices for agricultural products, leading to increased production costs of SMEs; Second, the new 'Labor Contract Law' demand for workers on foot 3 business insurance, payment overtime, which is no doubt regulated employment system, and improving the income of the workers and safeguard the basic rights of workers, but on the other hand, this will also increase their labor costs and make Enterprise Management more difficult; again, due to environmental degradation, governments at all levels also increased environmental management efforts to require companies waste water treatment, exhaust gas recycling purification, for non-compliance emissions, polluting enterprises to adopt a deadline for correction according to law, and other measures, which also forced the The costs for enterprises to improve the environment. At the same time as the prices of production factors, enterprises pay for the cost of land use is also increasing.(3) SME financing difficulties.In recent years, SMEs widespread system is not sound Financial Management was not standardized, low mortgage guarantee agencies, Information opaque, such phenomena as lack of credit, resulting in difficulties in obtaining bank loans for SMEs, financing channels less difficult, insufficient funds, which SME Development has been troubled by a major 'bottleneck'. With the advent of the financial crisis, this issue become more prominent. In the context of world economic recession, SMEs operating difficulties, increased credit risk, banks in order to reduce the risk of their own to raise the threshold for lending to SMEs, lending amount is declining, which makes it more difficult for the financing of SMEs. Although countries have introduced financial institutions to increase credit support for SMEs policy, but because of the credit market Information asymmetry caused by the 'adverse selection' and the moral hazard problem would make the bank is limited enforcement of these policies. In addition, the advent of the financial crisis, the decline in aggregate demand, domestic and international markets, raw materials and energy costs, corporate profit margins narrow,with the result of internal financing capacity of small and medium enterprises also dropped significantly.Small and medium enterprises to promote China's economic development has an important role in helping small and medium enterprises out of difficulty, the Government is duty-bound, to come from the following aspects:First of all, to improve the financing environment for SMEs to increase policy support. Local governments can finance through the creation of a special fund to develop small business loan interest subsidy system; the establishment of SME credit risks and increase the compensation funds, to increase loans to SMEs financial institutions to give appropriate compensation; perfect the security system and establish a security risk compensation mechanism, to reduce Small secured loan interest rate, increase the amount small secured loans; got the right to make good use private capital to expand the financing channels; to strengthen and improve the services for SMEs, to establish and improve social service system for SMEs. Second, relevant government departments should guide scientific Research institutes, colleges and universities with the SMEs 'production and research' combination of technological Innovation for SMEs to provide credit support to facilitate the transformation of scientific and technological achievements. Government policy is helping SMEs to cope with the financial crisis, external causes, the SME's own forces are internal, according to philosophical principles we can see that external and internal factors must play a role, but play a decisive role in internal and external causes by internal factors play a role. Therefore, SMEs can not simply rely on the Government introduced a large number of policies to deal with the financial crisis, SMEs play a decisive role in the survival or the enterprise's own strength, SMEs must take measures on their own, actively respond to the crisis. (1) reaffirm our confidence.To overcome the financial crisis, should first of all confidence, clarify development ideas. As Premier Wen put it, before the crisis, confidence is more important than gold and currency, confidence is a source of strength to overcome the crisis.(2) seize the opportunity.First of all, use good policy. In order to maintain rapid and sound economic development, expanding domestic demand, the Government has stepped up its efforts to support SMEs in 2008, since the state has adopted a series of policies conducive tothe development of SMEs. If the mitigation aspects of SME financing difficulties, encouraging financial institutions to steadily increase the proportion of SME lending and the recognition of the legalization of private lending, etc.; in improving the financing environment, the PBOC promulgated the 'on further improvement of the views of financial services for SMEs' and 'on strengthening and improving the guidance of financial services for SMEs' and so on; in expanding domestic demand, encourage transformation and upgrading of processing trade enterprises and stability of capital markets. Make good use of these policies will help small and medium enterprises out of difficulties. Reposted elsewhere in the paper for free download Second, to attract talent. Financial crisis occurred in developed countries have laid off a number of large enterprises, which for our small and medium enterprises to attract foreign high-end talents and provide opportunities for overseas students; the same time, the financial turmoil on China's trade, finance and other industries affected relatively large, many of these industries enterprises are lower, and layoffs or bankruptcy, some or all of these enterprises need to re-career personnel, employment pressures, which for our small and medium enterprises to introduce low-cost, high-level managerial talent and financial talent to create opportunities. SMEs should seize this opportunity, reserve personnel, in order to lay a solid foundation for future development.Again, within the framework of a global industrial restructuring opportunities. Europe and the United States and other developed economies affected by financial crisis relatively large, in order to cushion the slump in the domestic economy against the adverse effects of the manufacturing sector, the manufacturing sector in these countries is bound to transfer to developing countries, for China to become the world's largest manufacturing base with a come to a historic opportunity for development. China's small and medium enterprises should seize this opportunity to actively respond to and seek more funds intermediation, merger or acquisition of foreign scientific Research institutions, the upstream raw material supply enterprises and downstream product sales business, efforts to improve the technological content of products, reduce production costs, increase its global market share of sales and enhance China become the world 'manufacturing hub' status.Finally, the industrial upgrading opportunities. The financial crisis, labor-intensive, management is poor, the net production of low value-added processing of primaryproducts or production-oriented enterprises be a major shock, facing the threat of closing or closed down, which forced some enterprises to strengthen management and technical innovation, to upgrade the Industry structure of level, taking product upgrading, winning by quality intensive type business model. At the same time, countries to enhance high-tech products to deep processing of agricultural products as raw materials for export tax rebate rate, reduced or eliminated coal, steel and other resources of value-added products is not high, the export tax rebate rate, which also forced a number of primary products processing enterprises the positive development of production of high-tech products, accelerate industrial restructuring and upgrading, upgrade the structure of export products and expand exports of hi-tech products and strive to enjoy the benefits of the export tax rebate policy.(3) strengthening internal management and enterprises for independent innovation. First of all, we should strengthen management and improve operational efficiency. May take the following specific measures: to retain the best employees, enhance the exchange of ordinary employees, motivate and keep employees motivated, in-house to create a strong cohesive force, improve production efficiency; strengthen their internal management, and build an efficient organization structure, cutting management layers and links, and lower administrative costs; the introduction of specialized production, reduce operating costs of production in order to save money; right to dispose of idle assets to reduce asset loss, but also increase the capital reserves. Secondly, we must increase R & D investment, foster innovation. Production skills on staff training and training to develop staff's sense of Innovation and the establishment of innovative mechanisms to motivate staff, encourage staff to carry out technological innovations, forming their own unique core technology; the use of new Technology Research and development of new products and promote upgrading of products and take the brand development path, to improve the visibility of companies; on service innovation, build first-class service system and improve the corporate reputation.(4) make full use of the Internet, to establish a suitable model of network marketing.With the widespread use of the Internet, people in online shopping has become a fashion, which for the network to create the conditions for the emergence of marketing. Internet marketing, low cost, quick, is to boost sales in an effective way. SMEs should be based on characteristics of their products, customer demand forPopulation characteristics, to establish a suitable model of the enterprise's network marketing.(5) SME joint between horizontal or vertical will help enhance the competitiveness of enterprises. SMEs, due to management, technology, capital and so there are more disadvantages of going it alone is difficult to compete too large enterprises, so in order to improve competitiveness and enhance strength, producing the same or similar products, enterprises and enterprises upstream and downstream of the , are all can be horizontal or vertical, so that is conducive to the formation of economies of scale, lower transaction costs, reduce management costs and production costs, improve efficiency, avoid price wars and malicious competition; but also help to improve operational capability of enterprises, financing capability, science and Technology Innovation ability and management level, enhance their ability to withstand the crisis. In the economic globalization, China will inevitably be drawn into the financial crisis, in which Chinese SMEs have been hit is quite large. SMEs in order to successfully tide over the difficulties, in addition to helping the government, SMEs themselves also need to strengthen confidence, seize opportunities, improve enterprise capability of independent innovation and establish an appropriate network Marketing model lateral vertically integrated companies, only to take these measures will be useful in the context of the financial crisis to survive and develop, can we remain invincible in the fierce competition in order to achieve the post-crisis grow.References[1] Wu Qun: 'The global financial crisis environment for SME development Analysis'[J];' Nanjing Institute of Politics Journal of '2008 (6): 43.[2] Zhanbi English: 'on the global financial crisis on the impact of private enterprisesand coping thinking' [J]; 'Central Institute of Socialism Journal of '2009 (2): 77. [3] Feng-Ying Zhang: 'Financial crisis SME Marketing Strategy' [J]; 'academic paperson '2009 (13): 15. Reposted elsewhere in the paper for free download金融危机中国的中小企业的影响及对策由美国次贷危机引发并蔓延到世界所有地区的金融危机，不仅是金融危机，更是一种世界历史罕见的强烈影响和经济危机。

市场营销外文翻译

外文原文及翻译Internet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.网络营销作为一种有效的直接营销策略，网络营销可检测和测量，也可以评估和控制。

因此，网络营销可以大大提高销售的效率和营销决策实施的有效性。

Enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.企业也可以通过互联网和与工作有关的公司和组织建立关系，实现双赢发展。

【市场营销英文版】13Product Strategy

Product Strategy
Durability: product’s useful life.
Tangibility: a product’s degree of substantiveness
Consumer/Industrial use: who uses it, consumers or businesses
Product Strategy
Other important marketing considerations include:
• Packaging • Labeling • Warranties and guarantees
Product Strategy
Packaging: Several factors have helped packaging become
Product Strategy
Warranties and guarantees:
A warranty is a formal statement of expected product performance by the manufacturer. They are legally enforceable.
Product Strategy
Core benefit: product’s fundamental service or benefit offered. Basic product: product derived from the core benefit. Expected product: product with all of its attributes and conditions expected by customers. Augmented product: product with all of its attributes and conditions that exceed customer expectations. Potential product: product during and after all of the augmentations and transformations that might occur in the future.

《市场营销英语》—Sales Promotion

COUPONS
Since C.W. Post issued the first coupon in 1885, good for one cent off a box of Grape Nuts Flakes, they have become the most popular form of sales promotion. It is estimated that some 300 billion coupons will be issued each year in the U.S.A. Manufacturers and retailers annually distribute almost 1,500 coupons for every person in the United States. In terms of usage and popularity, coupons are without question the most familiar form of sales promotion. A number of in-store couponing methods are being used. Among them the more popular are distribution of coupon books in the store or newspaper inserts in racks for store patrons.
Unit 13. Sales Promotion
Sales Promotion
Sales promotion covers an infinite array of activates to create short-term sales. In recent years, sales promotion and advertising have been increasingly used in an integrated effort to build brand loyalty and long-term sales and create an incentive to push the consumer toward an immediate purchase (sales promotion). Despite the fact that advertising and sales promotion are being used together in an united effort to increase profitability, it is critical that we not blur the fact that advertising and sales promotion are different in terms of execution and objectives.

市场营销专业中英文资料外文翻译文献大学论文

毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the "Association of American Advertising" to "National Advertising and Marketing Association of Science Teachers", to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, "American Marketing Association" Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the "broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity." This point of view to make the start into the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。

学术英语 Unit 2 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。

市场营销-外文翻译

外文原文[1]Sales IncentivesThe enthusiasm and drive required in most types of sales work demand that sales employees be highly motivated. This fact, as well as the competitive nature of selling, explains why financial incentives for salespeople are widely used. These incentive plans must provide a source of motivation that will elicit cooperation and trust. Motivation is particularly important for employees away from the office who cannot be supervised closely and who, as a result, must exercise a high degree of self-discipline.Unique Needs of Sales Incentive PlansIncentive systems for salespeople are complicated by the wide differences in the types of sales jobs. These range from department store clerks who ring up customer purchases to industrial salespeople from McGraw-Edison who provide consultation and other highly technical services. Salespeople's performance may be measured by the dollar volume of their sales and by their ability to establish new accounts. Other measures are the ability to promote new products or services and to provide various forms of customer service and assistance that do not produce immediate sales revenues.Performance standards for sales employees are difficult to develop, however, because their performance is often affected by external factors beyond their control. Economic and seasonal fluctuations, sales competition, changes in demand, and the nature of the sales territory can all affect an individual's sales record. Sales volume alone therefore may not be an accurate indicator of the effort salespeople have expended.In developing incentive plans for salespeople, managers are also confronted with the problem of how to reward extra sales effort and at the same time compensate for activities that do not contribute directly or immediately to sales. Furthermore, sales employees must be able to enjoy some degree of income stability.[2]360-degree performance assessmentEnterprises exist mainly in the pursuit of profit, the pursuit of growth, and achieve sustainable business purposes. But in the course of business of raw materials, capital and equipment are required by the "person" can operate. Therefore, how to let the limited raw materials, equipment, and funds created endless profits, human resources play a very important role. A lot of human resources in enterprises, "manager" towards the success of the enterprise is at stake. The manager must often make many in the management decision-making, although the correct decision-making enterprises to be another peak, but it may be the wrong decision based company accumulated overnight. Therefore, how to understand the manager in an appropriate manner to the management, development and recognition of their request on a corporate human resources management a very important task.What is an assessmentComprehensive assessment, also known as the "360-degree performance appraisal system," the earliest known "symbol of the United States forces" model enterprise Intel first proposed and implemented. It refers to the staff themselves, supervisors, direct subordinates, peers, colleagues and even customers, the all-round perspective of the performance of individual understanding : communication skills, interpersonal, leadership and administrative capabilities : : Through this ideal performance assessment, the assessment was not only from those who own, supervisors, subordinates, colleagues and even customers to obtain feedback from a variety of angles. The feedback from these can be clearly aware of their different shortcomings, strengths and development needs, so that future career development more smoothly. I personally think : to assess the way many managers, but "360-degree evaluation - management skills" may be the best.What is self-evaluationThe so-called self-evaluation means : Let the manager's performance against its own performance in the period, or to assess their performance based on the performance and capacity of the future and set goals accordingly. When employees to do their own assessment, usually lower self-defense awareness and thereby understand his own shortcomings and thereby to strengthen, develop or add to their own inadequacies.Generally speaking, employees are usually the result of self-assessment and evaluation of different supervisors. And the evaluation of supervisors or colleagues compared regular staff will give their own high scores. Therefore, the use of self-assessment should be particularly careful. In return for the higher self-assessment, evaluation and staff should know that their self-assessment may have differences, and may form the rigid positions of the two sides, and this is the use of self-assessment should pay particular attention to the matter.Members of the evaluationMembers of the evaluation is to assess the performance of each of my colleagues that the way to achieve performance evaluation purposes. For some work, sometimes with the superior and subordinate time and communication opportunities, but not between subordinate. In such superior and subordinate contacts are short of time, have very little communication between the cases, superior to the performance assessment will be very difficult to establish. But on the contrary, among subordinates work together for a long time, they will understand each other more than superior and subordinate. At this time, among them mutual assessment, but can more objective. Moreover, the return on each other between, let them know that they can be in interpersonal communication capacity in this respect. For example, the foreign invested enterprises in Beijing a performance evaluation methods, it contains a peer evaluation. According to the company's Human Resources Manager said that in assessing the accuracy of the appraisal method, and not higher than the appraisal results for the poor. And peer evaluation forms can also fill his subordinates to assess mistakes. And the assessment results, but also for my colleagues in the eyes of their subordinates understand themselves in teamwork, interpersonal, how performance. In addition the company also said that if performanceassessment results for selected personnel, peer evaluation in this way often meet people convinced that the results.Subordinate evaluationBy the Ministry to evaluate supervisors, the traditional concept of human resources, workers seem to be a bit incredible. However, as the development of the knowledge-based economy, a growing number of companies allow employees to assess their level of competence performance, the process known as upward feedback (positive feedback). This approach to performance assessment of the development potential for the development of superior, particularly valuable. Feedback through subordinate managers, clearly aware of their need to strengthen local management capacity what? If their own understanding and direction for the evaluation of the gap between too much, can address this gap competent, in-depth understanding of these reasons. Therefore, some experts believe that human resources management, subordinate to the higher authorities for the assessment of its management will be a great benefit to the development.Customer evaluationClients in the evaluation of services, marketing, personnel of particular importance. Because only the most clear customer relations staff in customer service, marketing skills and attitude to performance. Therefore, in similar related industries, the performance assessment system in the evaluation could be included in the assessment system customers.In fact, the number of services (for example : the financial industry, catering industry, etc.) often use such performance assessment (such as the selection of best service personnel). Because service quality of service, customer service attitude by most clearly. As far as I know, many renowned domestic companies customer service department will periodically to sample the way, please assess the customer service performance of the company customer service personnel. For the evaluation ofFor the assessment of our performance evaluation is the most common way that performance is assessed by a competent implementation. As for the need to become familiar with the assessment methods, and use of performance assessment results as guidance units, the development potential of important commands weapons.[1] George Bohlander sott snell Managing Human Resources[M]. Dongbai University of Finance& Economics press 2003.10 P437-438[2] George Bohlander sott snell Managing Human Resources[M]. Dongbai University of Finance& Economics press 2003.10 P343-345外文译文[1]销售人员的激励各种类型的销售工作所必需的热情与动力要求销售人员得到高度激励。

【商务英语】市场营销（中英）

1.Market‎i n g 市场营销：通过计划和执‎行关于产品、服务和电子的‎定价、促销和分销，从而创造交换‎，以实现个人和‎组织的目标的‎过程）The proces‎s of planni‎n g and execut‎i ng （执行、实行）the concep‎ti on, pricin‎g, promot‎i on, and distri‎b u tion‎ of goods, servic‎e s and ideas to create‎ exchan‎g es that satisf‎y indivi‎d ual and organi‎z a tion‎a l object‎i ves.——the defini‎t i on emphas‎i zes the divers‎e activi‎ties market‎e rs perfor‎m.(强调市场商人‎不同的行为活‎动)Decidi‎n g what produc‎t s to offerSettin‎g prices‎Develo‎pi ng sales promot‎i ons and advert‎i sing campai‎g n sMaking‎ produc‎t s readil‎y availa‎ble to custom‎e r s2. The market‎i ng Concep‎t s(市场营销观念‎：企业分析消费‎者需求，制定比竞争对‎后更好的决策‎来满足这些需‎求的哲学)The Produc‎t i on Concep‎t生产观念The Sellin‎g Concep‎t推销观念The Market‎i ng Concep‎t市场营销观念‎The Produc‎t i on Concep‎t生产观念The idea that a firm should‎focus on those produc‎t s that it could produc‎e most effici‎e ntly and that the low-cost produc‎t s would create‎the demand‎for those produc‎t s.The Sellin‎g Concep‎t / sales concep‎t推销观念(利用广告这种‎重要方式来与‎其顾客沟通从‎而获取他们的‎订单) The Market‎i ng Concep‎t市场营销观‎念Differ‎e n ce betwee‎n Sellin‎g and Market‎in g销售与‎营销的区别3.The Market‎i ng Mix / The 4P’s of Market‎ing市场营‎销组合1)Produc‎t（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的‎声誉）Consum‎e r produc‎t s消费品：produc‎e d for and purcha‎s ed by househ‎o l ds for their use.Indust‎r ial produc‎t s 工业产品：are sold primar‎i ly for use in produc‎i ng other produc‎t s.2)Price（价格：消费者为获得‎产品所必须支‎付的金额）Refers‎to the value or worth of a produc‎t that attrac‎t s the buyer to exchan‎g e money or someth‎i ng of value for the produc‎t.Loss Leader‎Pricin‎g (亏本出售商品‎）sellin‎g things‎i n its lower price than its cost price in order to attrac‎t custom‎e rs to purcha‎s e the produc‎t s.Penetr‎a tion Pricin‎g (渗透定价法---心理定价策略‎）设定最初低价‎，以便迅速和深‎入地进入市场‎，从而快速吸引‎来大量的购买‎者，赢得较大的市‎场份赖。

Marketing市场营销(英文版)

Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。

市场营销专业外语教程课本翻译【108~121页】

【课本108页到121页的翻译】第八章与客户的沟通将是接下来的两章，重点推广各种元素的广泛主题。

为了简化我们的讨论，将话题分为两个基本类别：非人员沟通（第八章）和人员沟通（第9章），本章还讨论了整合营销传播所需要的各种要素。

营销传播的战略目标营销人员寻求与目标客户的沟通，以明显的增加销售和利润。

因此，他们努力寻求若干战略目标实现他们的营销传播。

创造意识显然，如果我们不知道它，我们不能购买这个产品。

产生企业的知名度，以及其产品是一个重要的战略目标。

它旨在打造新产品和品牌的知名度营销传播尤为重要，以刺激试验的购买。

作为一个在全球扩展的组织，创造意识必须是营销传播的一个重要目标。

建立正面形象当产品或品牌在消费者心中有不同的形象，消费者更好理解正在被提供的价值。

正面形象甚至可以通过为产品添加意义来为消费者创造价值。

零售商店和其他企业也可以使用通信建立正面形象。

营销人员创造积极和鲜明形象的主要方法是通过营销传播。

确定前景由于现代技术使信息采集更加实用，甚至在大消费市场也是如此，识别前景正日益成为营销传播的一个重要目标。

营销人员可以持续维护对产品有兴趣的消费者，然后更有效地指导未来的传播。

现有的技术使营销人员可以非常接近他们的客户。

网站用来收集有关前景的信息，超市采用销售点终端来对消费者在以前购买的基础上给予优惠。

建立渠道关系营销传播的一个重要目标是建立与组织的渠道成员关系。

当生产商使用营销传播来生产意识，他们同时也帮助了携带产品的零售商。

生产商可能会和零售商商洽来派发优惠券，建立特别的橱窗，或者在他们的商店举办广告示范活动，所有的这些都对零售商和分销商有利。

当他们拥有的品牌需要以广告来吸引买家的时候，零售商会支持制造商。

因为这样的努力，渠道的所有成员都会受益。

合作开展这些营销传播能够建立更加强大的渠道关系。

维持客户忠诚的客户永远是一个主要的资产业务。

成本比留住现有客户更吸引一个新顾客。

营销传播包括销售人员和网站，在维持客户上可以发挥重要的作用。

市场营销专业英语课文翻译

第三课SWOT分析【A】Before entering the marketplace it is essential（必要）to carry out（进行）a SWOT analysis. This identifies（识别，标识）the strengths and weaknesses of a product, service or company, and the opportunities and threats facing it. Strengths and weakness refer（指，参考，见，提到）to the product itself and considered as internal factors. The external factors, referring to the marketplace, are opportunities and threats.在进入市场之前开展SWOT分析是必不可少的。

这标志着一个产品，服务或公司的优势与劣势，以及面临的机会和威胁。

优势和劣势是指产品本身，视为内部因素。

外部的影响因素，指市场中的机会和威胁。

This is a SWOT analysis of PetraServe, a company which runs motorway service stations.这是一家名叫PetraServe的运作高速服务站的企业的SWOT分析。

Strengths:优势Superior（高级）distribution network – we have one of the best.高级分销网络- 我们有最好的之一。

We are the specialist（专业，专门）in long-distance petrol（汽油）needs for lorry （货车）and truck drivers – we have experience, knowledge and skill.我们在为货车和卡车司机在长途中提供汽油方面很专业- 我们有经验，知识和技能。

市场营销专业外文翻译资料讲解

本科毕业论文（设计）外文翻译及原稿译文题目：企业品牌战略研究原稿题目：The rise and stumble of green marketing?原稿出处：Ken Peattie.Green marketing:legend,myth,faree or prophesy[J]. QualitativeMarket Research, 2009:P357-370.学院：专业班级：姓名：学号：指导老师：日期：201 年月日The rise and stumble of green marketing?Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph, 1990;Handcraftsman and cliff 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay far green features (Crop Organization, 1990; Mindel, 1991;Worcester, 1993). Practical evidence for this came in the form of the highly directive global consumer boycott of CFC-driven aerosols, and the international success Of publications such as The Green Consumer Guide (Ellington and Hail cs, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing a mongst academics.Corporate interest in green marketing was indicated by early market research major changes and Vandemere and survey found that 91 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems. Green product introductions in the US more than doubled to11.4 per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991Ottrnan, 1993. Similar the voluble of green print ads grew 430 per cent, and that of green TV ads by 367 per cent, between 1989 and 1990 (Aotrnan, 1993). Stories of colonics such as the Body Shop, Recover, V olvo.3M, and even MacDonald became ever more cited in the green business literature to illustrate how and why green marketing initiatives could pay. Eyer and Bancroft (1993) responded to these developments by pronouncing that“green is in, no question about it" and throughout the 1990s writers continued to aver that the appears to 6e real and growing”(McKinnon and McCanna, 1997), and "green market expanding at a remarkable rate”(Schlemihl ct a1., 1996).Despite this optimistic picture, by the mid一1990s new infarct research evidence began to emerge which was less unequivocal about the growth of green consumerism. Mint-cl' s(1995) follow-up report on the enlivenment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing 一a picture replicated in subsequent management research (along et al.,1996; Pc-attic, 1999; Crane 2000). The frequency and protocontinent of green claims was also found to be in decline (National Consumer Council, 1996), and green coproducts looked to have achievedonly limited success (along ct al., 1996). Specialist brands such as Ecovcr and Down to Earth failed to sustain the growth they enjoyed in the early 1990s, and the specialist green ranges of sonic major companies such as Lever Brothers and Salisbury were discontinued. Al thou green product growth continued strongly in certain markets, such as food, tourism, and semuncial services, across the majority of markets there was no longer talk about the impressive growth in green product introductions.So, has green marketing failed to change how businesses behave and to move the economy towards stainability Same of the research evidence can be interpreted either way Critics can point to a reduction in advertising claims as proof of its decline,while others might sec this as an improvement on the late 1980s when a wave of often ill一cudgel advertising campaigns were mounted companies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a failure, or it can reflect the mainstream market improving its environmental performance to the point that reduces the demand for specialist green products.Perhaps the most damning market research evidence in the case for the decline of green marketing is the alarming cynicism being displayed by consumers about green products, green claims, and the companies behind thein(Kan gun ct al，1991; National Consumer Council, 1996). The marketing philosophy and process is built around the customer and the relationship between the company and the customer. If this is characterism by cynicism and distrust, then companies are unlikely to be able to bring customers along with them through the changes needed to move towards sustainability. Green marketing will not work in the fact of consumer distrust, but then that distrust may be partly a product of the types of "green rnarkcting" thatcompanies have relied upon so far.Five routes to failureReviewing King' s analysis, it sterns clear that many of the problems that have hampered the development of effective mainstream marketing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emergence of five failed manifestations of green marketing. These are: green spinning, green selling, green harvesting,marketing, and compliance marketing.Green sellingThe growth in market research consumer concern about the environmental during the I990s meant that it was taken for granted in many quarters that“green would sell" and many firms responded by rapidly their promotional campaigns. This led to what we refer to as a "green selling" approach, nancy a post-hoc identification of environmental features in existing products, thus prompting a (usually short-term} hop onto the green bandwagon. Thisreflected a typical sales orientation, since interest in the environment tended to be limited to promotional activity with little or no input into product development. The same products continued to be produced, but green themes were added to promotional campaigns in order to take advantage of any environmentalism concerns of consumers.However, there was little market research by firms to track customers’actual needs and responses. Even when these were investigated, the response was often focused on identifying the environmental benefits of existing products, rather than seeking alternatives to products. This was obviously a very opportunistic response to environmental concerns.Marketing searchingmanagers could scrutinize their products and production processes for an indication that their product was high in something environmentally good, and if not, at least low in something environmentally bad. It was this kind of mindset that led to the concern a mongst regulators and consumer groups over the green claims that emerged in the early I99}s. Facile, meaningless, and unproven green claims were slapped on unchanged products in failed attempts to boost salts, leading to mounting consumer cynicism and suspicion, and concerns about a potentialconsumer backlash. It is therefore not surprising that green products have often underperform significantly. Some firms identifying these trends have realized that their (and their suppliers')claims lacked independent authentication, and have since attempted to develop certification programmings in order to regain customer confidence. However, problems remain. There are now a host of different logos allegedly certifying various environmental benefits，and consumers are understandably confused. Even in Denmark, a country with a population of highly concerned consumers, only 16 per cent could recognise the EU“flower" as an label (DEPA,2001).Mistrust of green claims also still endures to the extent that many firms will now choose not to make any green claims at all for risk of alienating customers. Failure to turn a selling orientation into a marketing ant has therefore meant that green is now often seen as a marketing strategy a mongst many major businesses, regardless of the environmental qualities of their products. Green harvestingNot all firms have tried to use environmental claims to boost sales, and in fact, many now are consciously choosing not too. However, short-term profit has remained the key objective of many firms and marketing . Not surprisingly then, when it started to become apparent that greening could create cost savings, became enthusiastic about the environment_ Economies in terms marketers of energy and material input efficiences, packaging reductions, and logistics rationalization provided strong incentives for firms to develop their environmental programmers.However, although this may have meant that products were now costing less to produce, these savings did not tend to filter through to customers in terms of cheaper, greener products. Indeed, on the contrary, green products have almost always been priced at a premium over conventional offerings. Sometimes this reflects the realities of the production costs involved, because of the internalizing of traditionally external sociol-environmental costs associated with a product. In other cases, it relates less to the costs involved, and more to pricing Strategics that seek to establish green products as premium products Serving niche markets. Overall, the tendency of green products to be perceived as expensive has severely hampered their market penetration.Having plucked the“Iow hanging fruits”of greening, many firms found in a position where, if they worn to move any further towards sustainability, they had to embrace more radical change and invest more management tincal and money to achieve it }Shelton, 1994). However, in green harvestbug firms, we can usually recognise deep cultural fixations on cost reduction, short-term profitability, and shareholder value. In this, they tend to exemplify a typical conservative, finance orientation. There is, therefore, a profound reluctance in such companies to make Strategic investments in green marketing initiatives, particularly when the market research data is equivocal. Hence, what happens is that greening starts to look 1c58 and less of an attractive option, the whole agenda lasts momentum, and this particular guise of Green marketing ultimately fails in the medium to long-term.ConclusionsHow dots this discussion help us to understand the Story of the evolution of green marketing? It certainly highlights elements of tragedy in haw the opportunities to make substantive progress towards sustainability have been squandered because of the unappropriate focus of much "green marketing" activity Firms’orientations have centered on production, selling, Costs, legislation and PA, whereas the customer has frequently been of marginal interest. Moreover, firms have compartmental green marketing rather than developing a holistic perspective that embraces allaspects of the company the product, and the means of production, constitution,and disposal. Without changes, cynicism and accusations of hypocrisy will continuo unabated.Green marketing has also developed its own mythology, and with in companies,lingcods abound about the difficulties posed by customers, colleagues, and corporate cultures when trying to develop greener strategics. The practical implementation of green marketing has often worked on the assumption that since greening was what customers wanted for at least professed to want), marketers would fallow their lead, and that the rest of the organization would be happy to support them. This would work in a world of entirely marketing orientatedfirms, but neglects the Internal environment. Internal resistance has often been widespread, and authors such as Wally and Whitbread 1994) and Shelton (1994) have shown that green strategics can become progressively more unpalatable for all but the most environmentally committed companies.The need to address sustainability is a serious issue, but there have also been moments of farer, particularly in terms of sonic of the early green marketing claims.Moreover, there has been an ironic clement to much of the di`5cussion about green marketing to date because, from a theoretical point of view, green marketing has been severely restricted by its emphasis an the purchasing component of the consumption process. Environmental amelioration has been largely portrayed as a question of consumers expressing their concerns by purchasing new greener products. The paradoxical proposition is that the way through the environmental crisis created by excessive and unsustainable consumption, is yet more consumption. In contrast, sustainable marketing also has to address purchase behaviour such as product use, sharing, maintenance,出处:Ken Peattie.Green marketing: legend, myth,faree or prophesy[J]. QualitativeMarket Research, 2009:P357-370二、翻译文章标题:绿色营销:传说，神话，闹剧还是预言?译文:蹒跚兴起的绿色营销尽管在20世纪70年代的注意到，绿色营销理念应运而生只是在80年代后期。

服装市场营销中英文版

Fashion sportswear s investigation report1.Table of Contents2.abstract3.general introduction1.1 background1.2 aim and objectives4.scope of study and methodology5.The body of research6. main statistical result7.analysis by synthesis8.conclusion and proposalAppendix one:questionnaireAppendix two: questionnaire pictureAbstract:Along with the socio-economic development, the apparel industry has been booming, while younger fashion consumer groups attracted more and more attention. (Young, hip consumers refers to between the ages of 15 to 35 years old Demand for garments with a strong conditions but the economic are not very enough groups, generally are college students or just into the society's inauguration) As the younger fashion consumer groups, making it different from other societies the consumption psychology and behavior of consumers. They have advanced consumer attitudes, but restricted by its economic strength. Strong consumer demand, it will make them appear irrational consumption or some other consumer issues. Thus, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.general introduction ：1.background，aim and objectivesIn order to understand the young, hip consumers demand for clothing, as well as young, hip consumers perception of clothing, what needs to be improved, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.2, research topic----young fashion consumers for investigation of smart casual clothing.I hope that through this study to know the younger fashion consumer demand for stylish casual wear. Such as the product, series, pricing, channel marketing needs. Consumers like what kind of products, such as color, fabric, pricing and promotions and other preferences.scope of study and methodology:(A) the scope of sampling this survey targeted at school students and the school-age population (b) sampling survey taken a hierarchical scale of non-probability sampling methods (c) the survey methodology consumer survey questionnaire and interview survey (d) investigations number: 50.The body of research: Of which I am the younger fashion consumer groups (15-35) clothing market research, survey number 50. Waste volume 1 (2%). This report will be investigated in accordance with the questionnaire analysis of the classification of occupations. Type: class a student 36% a total of 18 people. White-collar class b 20% a total of 10 people. Class c service 28% a total of 14 people. Class d 14% a total of 7 people. This youthful group, our investigation will have no small gains.Now, below to see our survey results:1.Proportion of men and women2.Monthly basic living expenses3.Average monthly on clothing consumption.On clothes each semester spent most of the girls and boys from 301 to 500 Yuan, but within each price range there is still a difference: When you spend less than 300 yuan, the proportion of boys than girls; spent 300 yuan and above, the proportion of boys than girls. Visible in the overall consumption level in much the same circumstances, girls in spending on clothing has been lower than for boys.4.Preference type brand clothingData can be seen, this type of consumer preference sports apparel and leisure class dress.And after my investigations, in addition to work, the consumer groups very little clothing to choose a career.5.Favorite fashion styleCan be seen through the data, consumer groups like the European and American avant-garde style with more people, they like the atmosphere, highlighting the personalities and fashion clothing.6.Favorite clothing brandBelow, I will do it through different occupational classification analysis. First of all we will be occupations to students involved in a specific analysis of the questionnaire. Specific analysis are as follows:Occupation: student (a total of 18 people age range 18-24 years)Forms can be intuitively seen students shopping for 4-10 times per month.College life with relative ease, so more students ' time.More time is spent shopping is also relatively.At this point can be seen most students can accept clothing priced below 300 yuan, for students, garment prices should be set at around 300, priced relatively easy for students to take and bring about a deal, increasing the turnover rate.General student selection can be seen around the Foreign trade and leisure store, hypermarket or online store,fashion clothing store to purchase objects for students should not be the store décor look on luxuries.Not need priced very high place set up shop, founded his own clothing store also opened up online sales channel.。

《市场营销学(第11版)》教材各章节主要名词英汉对照

《市场营销学（第11版）》教材各章节主要名词英汉对照Part 1: Defining Marketingand the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 81.Marketing市场营销2.Needs需要3.Wants欲望4.Demands需求5.Marketing offering市场供给物6.Marketing myopia营销近视症7.Exchange交换8.Market市场9.Marketing management 营销管理10.Production concept 生产观念11.Product concept产品观念12.Selling concept销售观念13.Marketing concept市场营销观念14.Societal marketing concept社会营销观念15.Customer relationship management 客户关系管理16.Customer-perceived value顾客感知价值17.Customer satisfaction顾客满意18.Customer-generated marketing消费者自主营销19.Partner relationship management 合作伙伴关系营销20.Customer lifetime value顾客终身价值21.Share of customer顾客份额22.Customer equity顾客资产23.Internet互联网24.Globalization 国际化25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 3626.Strategic planning战略规划27.Mission statement企业使命28.Business portfolio业务组合29.Portfolio 投资组合，有价证券30.Portfolio analysis 投资组合分析31.Growth-share matrix 成长占有率矩阵32.Product/market expansion grid产品/市场扩展矩阵33.Market development市场开发34.Product development产品开发35.Diversification多元化36.Downsizing 精简37.Value chain价值链38.Value delivery network价值传递网络39.Marketing strategy营销战略40.Market segmentation市场细分41.Market targeting目标市场定位42.Positioning市场定位43.Differentiation 差异化44.Marketing mix营销组合45.SWOT analysis SWOT分析，态势分析发，优劣势分析法46.Marketing implementation营销执行47.Marketing control 营销控制48.Marketing audit营销审计49.Return on marketing investment （or marketing ROI）营销投资收益率Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 5850.Marketing environment 市场环境51.Microenvironment微观环境52.Macroenviroment宏观环境53.Marketing intermediaries营销中间商54.Public公众55.Demography 人口统计56.Baby boomers婴儿潮世代57.Generation X X世代lennials（or Generation Y）千禧世代（Y世代）59.Economic environment经济环境60.Engel’s laws恩格尔法则61.Natural environment自然环境62.Technological environment技术环境63.Political environment政治环境64.Cultural environment文化环境Chapter 4: Managing Marketing Information to Gain Customer Insights P. 8265.Customer insights顾客洞察力66.Marketing information system （MIS）市场信息系统67.Internal database内部数据库68.Marketing intelligence营销情报69.Exploratory research探索性调研70.Descriptive research描述性调研71.Causal research因果性调研72.Secondary data二手数据mercial online database商业在线数据库74.Observational research观察式调研75.Ethnographic research民族志调研76.Survey research询问式调研77.Experimental research实验室调研78.Focus group interviewing 焦点小组访谈79.Online marketing research 在线营销调研80.Online focus group在线焦点小组81.Sample样本82.Customer relationship management （CRM）客户关系管理83.Questionnaire 调查问卷Chapter 5: Understanding Consumer and Business Buyer Behavior P. 10884.Culture文化85.Subculture亚文化86.Social class 社会阶层87.Group 团队88.Opinion leader 意见团队89.Online social networks 在线文化网络90.Lifestyle 生活方式91.Personality 个性92.Motive（Drive）动机（驱动力）93.Perception感知94.Learning学习95.Belief信念96.Attitude态度97.Cognitive dissonance 认知失调98.New product 新产品99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为101.Derived demand 派生需求102.Straight rebuy 直接重购103.Modified rebuy 修订重购买104.New task 新任务105.Systems selling（or solutions selling）系统销售（解决方案营销）106.Buying center 采购中心107.Value analysis 价值分析Part 3: Designing a Customer-DrivenMarketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138108.Market segmentation 市场细分109.Market targeting（targeting）目标市场选择110.Differentiation 差异化111.Positioning 市场定位112.Geographic segmentation 地理细分113.Demographic segmentation 人口细分114.Age and life-cycle segmentation 年龄和生命周期细分115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分123.Target market 目标市场124.Undifferentiated （mass）marketing 无差异营销（大众营销）125.Differentiated （segmented）marketing 差异化营销（细分营销）126.Concentrated （）marketing 集中营销（利基营销）127.Micromarketing 微观营销128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164134.Product 产品135.Service 服务136.Customer product 消费品137.Convenience product 便利品138.Shopping product 选购品139.Specialty product 特殊品140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量144.Brand 品牌145.Packaging 包装146.Product line 产品线147.Product mix （or product portfolio）产品组合148.Brand equity 品牌资产149.Store brand （or private brand）中间商品牌（自有品牌）150.Co-branding 合作品牌151.Line extension 产品延伸线152.Brand extension 品牌延伸153.Service intangibility服务的无形性154.Service inseparability服务的不可分离性155.Service variability服务的易变性156.Service perishability服务的易逝性157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略161.Idea generation 产生创意162.Idea screening 筛选创意163.Product concept 产品观念164.Concept testing 概念测试165.Marketing strategy development 营销战略开发166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格174.Fashion 时尚175.Fad 热潮176.Introduction stage 导入期177.Growth stage 成长期178.Maturity stage 成熟期179.Decline stage 衰退期Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格181.Value-based pricing 价值导向定价182.Good-value pricing 最优价值定价183.Value-added pricing 价值增值定价184.Cost-based pricing 成本导向定价185.Fixed costs 固定成本186.Valuable costs 变动成本187.Total costs 总成本188.Cost-plus pricing 成本加成定价189.Break-even pricing （target profit pricing）盈亏平衡定价（目标利润定价）190.Target costing 目标成本法191.Demand curve 需求曲线192.Price elasticity 价格弹性193.Market-skimming pricing 市场撇脂定价194.High-definition television （HDTV）高清电视195.Market-penetration pricing 市场渗透定价196.Optional-product pricing 附属产品定价197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价199.Discount 折扣200.Allowance 折让201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络208.Marketing channel （distribution channel）营销渠道（分销渠道）209.Channel level 渠道层级210.Direct marketing channel 直接营销渠道211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道213.Vertical marketing system （VMS）垂直营销系统214.Corporate VMS公司VMS（垂直营销系统）215.Contractual VMS 合同式VMS （垂直营销系统）216.Franchise organization 特许经营组织217.Administered VMS 管理式VMS （垂直营销系统）218.Horizontal marketing system 水平营销系统219.Multichannel distribution system 多渠道分销系统220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销225.Marketing channel management 营销渠道管理226.Marketing logistics （physical distribution）营销物流（物流）227.Supply chain management 供应链管理228.Distribution center 分销中心229.Intermodal transportation 多式联运230.Integrated logistics management 整合物流管理231.Third-party logistics （3PL）provider 第三方物流供应商Chapter 11: Retailing and Wholesaling P. 262232.Retailing 零售233.Specialty store 专卖店234.Department store 百货商店235.Supermarket 超级市场236.Convenience store 便利店237.Superstore 超级商店238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店246.Franchise 特许经营247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论249.Wholesaling 批发250.Wholesaler 批发商251.Merchant wholesaler252.Broker253.Agent254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294255.Promotion mix （Marketing Communication Mix）营销组合（营销沟通组合）256.Advertising 广告257.Sales promotion 销售促进258.Personal selling 人员推销259.Public relations 公告关系260.Direct marketing 直复营销261.Integrated marketing communication （IMC）整合营销沟通262.Push strategy 推式战略263.Pull strategy 拉式战略264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法267.Percentage-of-sale method 销售百分比法petitive-parity method 竞争对等法269.Objective-and-task method 目标任务法270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街272.Creative concept 创意概念273.Execution style 创作文体274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率276.Advertising agency 广告代理商277.Public relation 公共关系Chapter 13: Personal Selling and Sales Promotion P. 324278.Personal selling 人员推销279.Salesperson 销售人员280.Sale force management 销售队伍管理281.Territorial sales force structure 地域型销售组织机构282.Product sales force structure 产品型销售组织机构283.Customer sales force structure 顾客型销售组织机构284.Outside sales force （or field sales force）外部销售队伍（现场销售队伍）285.Inside sales force 内部销售队伍286.Team selling 团队销售287.Sales quota 销售定额288.Selling process 销售过程289.Prospection 寻找线索290.Preapproach 事先调查291.Approach 接触访问292.Presentation 展示293.Handling objection 排除异议294.Closing 完成交易295.Follow-up 后续工作296.Sales promotion 销售促进297.Customer promotions 消费者销售促进298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销307.Online marketing 在线营销308.Internet 互联网309.Click-only companies 点击企业（即在线交易公司）310.Click-and-mortar companies 虚实结合营销311.Business-to-customer （B2C）online marketing 企业对消费者的在线营销312.Business-to-business （B2B）online marketing企业对企业的在线营销313.Customer-to-customer （C2C）online marketing消费者对消费者的在线营销314.Customer-to-business （C2B）online marketing消费者对企业的在线营销315.Corporate （or brand）Web site 公司（品牌）网站316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销319.Online social networks 在线社交啊网络320.Spam 垃圾邮件Part 4: Extending Marketing P. 372Chapter 15: The Global Marketplace P. 372321.Global marketplace 全球市场322.Global firm 跨国公司323.Economic community 经济共同体324.Americanization 美国化325.Exporting 出口326.Joint venturing 组建合资公司327.Licensing 许可经营328.Contract manufacturing 合同制造329.Management contracting 合同管理330.Joint ownership 合同所有331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销333.Straight product extension 直接产品延伸334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应337.Whole-channel view 整渠道视野Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销343.Customer-value marketing 顾客价值营销344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销346.Societal marketing 社会营销347.Deficient product是不完善的产品348.Pleasing products 令人愉快的产品349.Salutary products 有益的产品。

【商务英语】市场营销大纲(中英)

MarketingWhat Is Marketing? 什么是市场营销The Marketing Concept 市场营销观念The Marketing Mix (The 4P’s) 市场营销组合The Product Life Cycle 产品生命周期Understanding Buyer Behavior 理解消费者行为Marketing Research 市场营销调研Market Segmentation 市场细分What Is Marketing?the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。

Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customersThree ConceptsThe Production Concept 生产观念The Selling Concept 推销观念The Marketing Concept 市场营销观念The Production Concept 生产观念Prevailed from the time of the industrial revolution until the early 1920’The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept 推销观念Recognized that personal selling and advertising were important selling methods.Placed emphasis on advertising products, expecting salespeople to contact customers and take their orders.The Marketing ConceptThe Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition.Focus on customer needs before developing the productAligning all functions of the company to focus on those needsRealizing a profit by successfully satisfying customer needs over the long-term.The Marketing Mix 市场营销组合The 4P’s of MarketingMarketing { Product Price Place Promotion }1.Product 产品A good is a physical object that can be purchased.e.g. a radio, a house, a carA service is an action or activity done for others for a fee.e.g. Lawyers, taxi drivers perform services.Product refers to both goods and services.Consumer products are produced for and purchased by households for their use.Industrial products are sold primarily for use in producing other products.2. PricePrice refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.a. cover any overheads (企业经常性费用）b. compete with rival companiesc. charge a price customers are willing to buyLoss Leader Pricing(亏本出售商品）involves lowering prices on a number of key products in order to attract a customer to purchase the products.Penetration Pricing (渗透定价法）is a pricing strategy where the organization sets a low price to increase sales and market share.“introductory”Price Skimming（撇脂定价法）means the charging of relatively high prices that take advantage of early custom ers’ strong need for the new product, and then decreasing it slowly as sales begin to decline.Differential Pricing（区别定价法）involves allowing the same product to be priced differently.3. Place 分销Place / Distribution refers to how you will sell your products to your customers.For a producer, the method of distribution is extremely important as it could affect how their product is received and how it sells.The forms of Place / Distribution1）Direct supply / sale selling direct to your customer2）Direct to retailer4. Promotion 促销To make your customers aware that your products exist, you may use:1.Personal selling(人员销售）: personal communication of information to persuade aprospective customer to buy something2.Advertising: television, magazine, Internet, radio, video, posters, cinema, catalogue,direct mail and so on.3.Sales promotion（销售促销）:coupons（赠券）, rebates（价格折扣）, premiums（赠品）, bonus packs（加量不加价）,money-off-promotions（降价销售）4.Publicity（宣传）：public relationsThe Product Life Cycle 产品生命周期Product always go through what is known as a life cycle.Introduction Phase 引入期Growth Phase 成长期Maturity Phase 成熟期Decline Phase 衰退期Introduction Phase 引入期The primary goal is to establish a market and build primary demand for the product class.Product: one or few products, relatively undifferentiated.Price:a. skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly.b. In some cases a penetration pricing strategy is used and prices are set low to gain market share rapidly.Distribution:Distribution is selective and scattered as the firm commences implementation of the distribution plan.Promotion:Promotion is aimed at building brand awareness and getting potential resellers to carry the product.Growth Phase 成长期A period of rapid revenue growth. During the growth phase, the goal is to gain consumers’preference and increase sales.Product:New product features and packaging options; improvement of product quality.Price:Maintaining at a high level if demand is high, or reducing to capture additional customers.Distribution:Distribution becomes more intensive. Trade discounts are minimal if the resellers show a strong interest in the products.PromotionIncreasing advertising to build brand preference.Maturity Phase 成熟期The maturity phase is the most profitable. Sales continue to increase. Brand awareness is strong.If product is one of the competing products, sales promotions may be offered toencourage retailers to give the product more shelf space over competing products.The primary goal is to maintain market share and extend the product life cycle.Product:Modifications are made and features are added in order to differentiate the product from competing products that may have been introduced.Price:Possible price reduction in response to competition while avoiding a price war.Distribution:New distribution channels and incentives to resellers in order to avoid losing shelf space.Promotion:Emphasis on differentiation and building of brand loyalty. Incentive to get competitors’ customers to switch to your advantage.Decline Phase 衰退期Products sales or interest might dropped.Three options:1.Maintain the product in hopes that competitors will exit.2.Harvest it, reducing marketing support and coasting along until no more profit canbe made.3.Discontinue the product when no more profit can be made or there is a successorproduct.Product:The number of products in the product line may be reduced.Price:Prices may be lowered to liquidate(清算）inventory of discontinued products. Prices may be maintained for continued products serving a niche market（瞄准机会市场）.Distribution:Distribution becomes more selective. Channels that no longer are profitable are phased out(逐步淘汰）.Promotion:Expenditures are lower and aimed at reinforcing the brand image for continued products Limitations of the Product Life Cycle Concept 产品生命周期的局限性The life cycle concept is not well-suited for the forecasting of product sales.The life cycle may become self-fulfilling.Consumer Buying Behavior 消费者购买行为The actions and decisions of individuals who purchase products for personal use constitute consumer buying behavior.The Consumer Buying ProcessNeed recognition—Search—Evaluation of alternatives—Purchase decision—After-purchase evaluationSeveral factors affect the buying decision of consumers.Social factors: family members , peersPsychological factors: attitude, personalityPersonal characteristics: age, educationSpecific conditions:Industrial Buying Behavior 企业购买行为The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-profit groups is referred to as industrial buying behavior.Marketing Research 市场营销调研Marketing research is the process of systematically gathering, analyzing and interpreting data pertaining to the company’s market, customers and competitors, with the goal of improving marketing decisions.The Research ProcessForming the research questionResearch designData collection: secondary data, primary dataData analysisChoosing the best solutionMarket Segmentation 市场细分The division of a market into different homogeneous group of consumers.Mass marketing(大量营销）Target marketing（目标营销）Requirements of Market Segments 市场细分的要求Identifiable:The differentiating attributes of the segments must be measurable so that they can be identified.Accessible:The segments must be reachable through communication and distribution channels.Substantial:The segments should be sufficiently large to justify the resources required to target them.Unique needs:To justify separate offerings, the segments must respond differently to the different marketing mixes.Durable:The segments should be relatively stable to minimize the cost of frequent changes.Segmentation Bases 细分依据Geographic segmentation bases(地理因素）: e.g. city, state, region.Demographic segmentation bases（人口因素）:e.g. age, income, education, occupation, sex, race, social class.Psychographic segmentation bases（消费心理因素）:e. g. attitudes, personality, opinions, lifestyles, interests, motives.Behaviouralistic segmentation（消费行为因素）:Based on actual customer behavior toward products.ExercisesDefine the following terms and then translate them into Chinese.1.Marketing Market Concept Good, service, product2.Consumer product Industrial product Loss leader pricing3.Penetration pricing Price skimming Differential pricing4.Distribution Direct sale Promotion Publicity5.Product life cycle Consumer buying behavior6.Industrial buying behavior Marketing research Market segmentation。

市场营销专业外语教程课本翻译【6~13页】

【这是从第6页翻译到13页】关注市场而不是产品一个组织的消费者和客户在决定组织的使命是非常重要的，一般来说，许多组织是根据他们所生产的产品来确定他们的业务（我们的业务就是镜子），很多情况下他们都是用自己提供的产品或者服务类型来给组织命名，（例如，美国烟草、何美尔肉品、国民破产登记、港视图保护和下载协会）很多这些组织发现，当产品和即使都是变成过时的时候，他们的使命便不再具有相关性，组织的名字也不再能描述他们是做什么的，这样的话，就需要用一个更经久不衰的方式定义组织的使命。

在最近几年，因此，使命陈述的一个关键特征变成了关注表面焦点而不是内在。

换句话来说，使命陈述应该集中于组织所寻求去满足的更广泛的需求（外部焦点），不是集中在组织目前所提供的物质产品或者服务（内在焦点），这些市场导向的公司以在他们的竞争对手之前不断抢占市场机会并作出回应的能力而脱颖而出。

彼得德鲁克应经清晰陈述过这些原则了：一个业务不是由一个公司的名字、地位或者公司的条款来定义的，而是由消费者在购买产品或者服务时的满足感确定的。

满足消费就是每个业务的使命和目标。

关于”我们的业务是什么“这个问题，因此，只能从业务的外部，从消费者和市场的观点来回答。

当彼得德鲁克谈及商业组织时，非营利机构和政府机构都会有相同的需求（必然性），这需求就是依据服务特定的消费者或顾客群体并满足某一特定种类的需求来陈述自己的使命。

可实现性：当一个使命陈述能将一个组织向一个更有效的绩效方面延伸，那么同时，它也应该是现实的和可先实现。

换句话来说，它应该为新的机会打开视野，而不是导致组织进入远远超出自己能力的不现实的商业冒险。

激励性（动机）：一个准确定义的使命的一个方面（但很重要）的好处就是引导，这个引导提供给员工和管理者们在地理分散的单元和独立的任务上工作。

它提供了发生在组的各种活动外的共同目标感。

因此，这样的最终的结果就像销售，病人的照顾，学生毕业，暴力犯罪事件的减少，这些能被看做是小心追求和使命的实现的结果，而不是使命本身。