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市场营销英语 2

一

needs: human needs are states of felt deprivation

W ants are the form human needs take as they are shaped by culture and individual personality.

When backed by buying power, wants become demands.

Eight demand ：Negative demand负需求Nonexistent demand无需求Latent demand潜在需求Declining demand 下降需求Irregular demand不规则需求Full demand充分需求Overfull demand过度需求Unwholesome demand不良需求

Market： a group of customers who are qualified to make purchases of products or services that a marketer is able to offer.

Marketing：meeting needs profitably

Marketing Concepts：The production concept The product concept The selling concept The marketing concept the societal marketing concept

第二章

Microenvironment: the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

Macroenvironment :the larger societal forces that affect the microenvironment-- demographic, economic, natural, technological, political, and cultural forces. Competitive analysis:

SWOT analysis:an overall evaluation of the company’s strength, weaknesses, opportunities, and threats.

The competitive environment: 1. The company 2. Suppliers 3.Marketing inter Marketing intermediaries 4. Customers mediaries 4. Customers

第三章

Marketing research:

exploratory research descriptive research causal research

A sample is a segment of the population selected for marketing research to represent the population

Probability sample:

Simple random sample stratified random sample; cluster sample

Nonprobability sample

convenience sample; Judgment sample ;Quota sample

Marketing research process :

第五章

Market segmentation: dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.市场细分的依据（consumer markets segmentations approaches）

Geographic segmentation; Demographic segmentation;

Psychographic segmentation; Behavioral segmentation;

Levels of segmentation:

Undifferentiated (mass) marketing Concentrated(niche) marketing

Local marketing segment marketing Effective segmentation criteria:

Measurable: the size, purchasing power, and profits of the segments can be measured.

Accessible: the market segments can be effectively reached and served.

Substantial: the market segments are large or profitable enough to serve.

Differentiable: the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs

Actionable: effective programs can be designed for attracting and serving the segments

第七章

消费者购买行为的影响因素（determinant of consumer behavior）

1.Culture influence

2.Social influence (social class family reference groups)

3.Personal influence ( )

4.psychological

influence( )

Four Types of Buying Behavior:

Complex buying behavior Dissonance-reducing buying behavior

Habitual buying behavior Variety-seeking buying behavior Learning: changes in an individual’s behavior arising from experience.

The process of learning: Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.

第八章

Buying center: All the individuals and units that play a role in the purchase decision-making process.（Users Influencers Buyers Deciders Gatekeepers）The business buying process

Problem recognition General need description

Product specification Supplier search Proposal solicitation Supplier selection Order-routine specification Performance review

Business buying situations:

Straight rebuying modified rebuying

New task buying reciprocity

第九章

Product :Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

Three levels of product：core product actual product augmented product

Product types:

Consumer products: durable product non-durable product service user-based products

Industrial product : capital goods accessories raw materials subassemblies, components and parts supplies services

Product mix :width, length, depth, and consistency

第十章

The New-Product Development Process

Idea generation-----Screening------Business analysis----Development---Test marketing---Commercialization

Product Life Cycle Strategies: Introduction stage ---Growth stage---Maturity stage---Decline stage

第十一，二章

Promotion mix(marketing communications mix): the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.

Types of promotion :Advertising Communication(Four more are major communication functions—encoding, decoding, response and feedback)noise Informative ad Persuasive ad Reminder ad

Product life cycle(PLC)：

Advertising: any paid form of nonperson presentation and promotion of ideas, goods, or services by an identified sponsor.

Personal selling :Personal presentation by the firm’s sales force for the purpose of making sales and relationships.

Sales promotion :Short-term incentives to encourage the purchase or sale of a product or service

第十四章

Pricing methods：

Markup pricing Target-return pricing Perceived-value pricing value pricing Going-rate pricing Auction-type pricing

Pricing strategies：

1. price discounts and allowances: Cash discount Quantity discount Functional discount: Seasonal discount Allowance

2 .Geographical pricing: FOB-origin pricing; Uniform-delivered pricing ;Zone pricing ;Basing-point pricing ;Freight-absorption pricing

3. Psychological pricing : Prestige pricing ;Reference pricing; Loss-leader pricing

4. Price discrimination: Customer-segment pricing; Product-form pricing; Image pricing; Channel pricing; Location pricing; Time pricing

5. New-product pricing strategies: Market-skimming pricing Market-penetration pricing

6. Product mix pricing strategies: Product line pricing; Optional-product pricing ; Captive-product pricing; By-product pricing; Product bundle pricing

渠道的长度宽度及分类

V ertical marketing system

Corporate VMS

Contractual VMS

Administered VMS

Horizontal marketing system

Multichannel distribution systemy

市场营销常用英语词汇

YA: Year Ago/去年同期 PP: Previous Period/上期 CHG: Change/变化 MKT: Market/市场 PROD: Product/产品 VAL: Value/销售额 VOL: Volume/销售量 NUM: Numeric/数值 WTD: Weighted/加权 DIST: Distribution/铺货率 S.P.P.D.: Sales Per Point of Distribution /每点销售额OOS: Out of Stock/缺货 DIFF: Difference/变化 PUR: Purchase/进货 AVE: Average/平均数 OPP: Opportunity/机会 SHR: Share/份额 IMPT: Importance/重要性 MAT: Moving Annual Total /滚动年度 YTD: Year-To-Date /截至当期的本年累计

VALUE (Million)销售额(百万) VALUE YA去年同期销售额 VALUE PP上期销售额 VALUE % CHG YA当期销售额较去年同期销售额的变化 VALUE % CHG PP当期销售额较上期销售额的变化 VALUE % SHARE某销售额占总销售额的份额 VALUE % SHARE YA去年同期某销售额占总销售额的份额 VALUE % SHARE PP上期某销售额占总销售额的份额 /- VALUE % SHARE YA当期销售额份额与去年同期销售额份额之差 /- VALUE % SAHRE PP当期销售额份额与上期销售额份额之差 VALUE % SHR OF TRADE细分市场的重要性(销售额比重) VALUE % SHR OF TRADE YA? 去年同期细分市场的重要性(销售额比重) VALUE % SHR OF TRADE PP上期细分市场的重要性(销售额比重) /- VALUE % SHARE OF TRADE当期细分市场的重要性较去年同期细分市场的重要性(销售额比重)之差 VAL 100% MKT 100% MKT销售额 VAL INDEX销售额指数 VOLUME (Million) 销售量(百万) VOLUME YA去年销售量 VOLUME PP上期销售量 VOLUME % CHG YA 当期销售量较去年同期销售量的变化

国际市场营销论文英文版

《国际营销》期末论文班级：Z0902 姓名：于涛学号：09 The Role of Government Abstract: The purpose of the passage is to describe the role of government in the market. Key words: Government market role develop The word’s markets are overseen by governments. Ideally, those governments set polices based on what they believe will serve the greatest number of their people to the greatest extent. The maintenance of nation borders is the single most important element that separates international trade from domestic trade. While consumers and producers make most decisions that mold the economy, government activities have a powerful effect on the market. Incubate special research, business and development, such as small businesses, space research, job training, unemployment insurance and more. Perhaps most importantly, the federal government guides the overall pace of economic activity, attempting to maintain steady growth, high levels of employment, and price stability. It can slow down or speed up the economy's rate of growth -- in the process, affecting the level of prices and employment. It is supposed to create and administer laws which are fair and equitable. Imagine any team sport without rules or referees. Experience has shown that neither the teams nor the fans find this acceptable. Without an independent referee disputes in a game could not be resolved. Most fans and teams are willing to put up with the occasional bad call rather than no calls at all. The same thing applies in government. Lately there has been a great deal of discussion about the power of the free market to regulate itself or the "invisible hand" to sort things out. Hundreds of years of experience had shown this not to work. Time and again markets have become unstable, either with bubbles such as the famous tulip mania or the "South Sea Island" bubble, or have become overly concentrated such as the standard oil trust. This leads inefficiency, since prices are distorted and resources are diverted from innovation and expansion of socially useful tasks. Without a referee the situation eventually fails anyway, but later and with more social damage than a well regulated society would provide. Modern society is going to continue to have government perform all functions. These have developed because there was a need, and because they worked more often than they failed. Progress will be made when the critics stop trying to turn the clock back to an imaginary past and devote their energies to optimizing what we have. "Liberals" can also do their part by focusing the discussion on the roles listed above and proposing improvements targeted to each sector. In fact, government plans important roles in the market. Government can protect and regulate the sustainable use of natural resources. Enforce and regulate fair and responsible business practices. Included in this is monitoring monetary policy, giving consumer protection and regulating banking practices. Determine and enforce civil laws of property and conduct. This includes the freedoms of the press, religion and rights of property. Provide public goods and services for the well-being of the community as a whole, such as infrastructure, vaccination programs, disaster relief, fireworks shows, public parks, basic healthcare, subsidized housing,

市场营销英语词汇

市场营销专业英语词汇表需要:need 欲望want 需求:demand 产品:product 关系营销:relationship marketing 营销网:marketing network 生产观念:the production concept 产品观念:the product concept 相关群体:reference group 购买者角色:buying role 购买行为:buying behavior 认知需求:problem recognition 搜集信息:information search 组织者市场:orqanization market 派生需求:derived demand 缺乏弹性:inelastic demand 品牌策略:brand strategy 制造商品牌:manufactures brand 定价策略:pricing strategie 现金折扣:cash discount 数量折扣:quantity discount 功能折扣:functional discount 季节折扣:seasonal discount 新产品定价:new product pricing 产品组合定价:product-mix pricing 分销渠道:distribution channel 密集分销渠道:intensive distribution 选择性分销:selective distribution 独家分销:exclusive distribution 中间商品牌:intermediaries brand 批发商:whoksaler 零售商:retailer 百货公司:department store 超市:supermarket 便利店:convenience store 折扣店:discount store 促销组合:promotion mix 交流信息:communicating information 人员销售:personalo selling 广告策略advertising strateqie 公共关系public relation 营销调研:marketing research 产品策略:product strategie 产品组合:product mix 营销观念:the marketing concept 消费者市场consumer market 顾客满意:customer satisfaction 顾客总价值:total customer value 顾客总成本:total customer value 营销环境:marketing environment 营销信息系统:marketing information syste 市场细分策略:market segmentation startegie 目标市场策略:market tageting strategie 市场定位策略market positioning strategie 产品市场寿命周期;the product life cycle 销售观念:the selling/sales concept 社会营销观念:the societal marketing concept 宏观营销环境:macro-marketing environment 消费者行为模式:model of consumer behavior 价值,成本和满意:value,cost,andsatisfaction 交换和交易exchange and transaction 营销者和预期顾客:marketers and prospect 市场营销观念:marketing management philosophy

市场营销英文题

Chapter 01 The Scope and Challenge of International Marketing True / False Questions 1. Global commerce thrives during peacetime. TRUE (p. 4)st century is "expect the unexpected." TRUE Difficulty: Easy Type: Knowledge 3. (p. 5) Today, every American business is international. TRUE Difficulty: Moderate Type: Comprehension 4. (p. 5) One event that will influence the shape of international business as the future unfolds is the rapid growth of the World Trade Organization, NAFTA, and the European Union. TRUE 5. (p. 5) One event that will influence the shape of international business as the future unfolds is the unprecedented acceptance of communism and socialism in Latin America. FALSE Difficulty: Moderate Type: Comprehension 6. (p. 5) A trend that will impact international business in the future is a mandate to properly manage the resources and global environment. TRUE Difficulty: Moderate Type: Comprehension 7. (p. 5) Today, most business activities are local or regional in scope. FALSE Difficulty: Moderate Type: Knowledge 8. (p. 6, Crossing Borders 1.1) What do French farmers, Chinese fishermen, and Russian hackers have in common--they can all receive subsidy payments from the U.S. government. FALSE

国际市场营销英语

国际市场营销英语From Jump to: navigation, search Accordion Insert 加上手风琴样稿 Ad Copy Advertising Allowance广告津贴 Advertising Budget广告预算 Advertising Elasticity广告弹性 Advertising Plan广告计划 Advertising Research广告调研 Ad Specialty广告专业 Agency Commission 广告佣金 Affiliate 关联 Affiliate Marketing 关联营销 Affiliate Directory关联目录 Affiliate Network关联网络 B Banner Ad 旗帜广告 Brand 品牌 Brand Identity 品牌标识 Brand Image 品牌形象 Brand Manager品牌经理 Business-to-Business Advertising B2B广告

C Caption 标头 Channel Distribution渠道分销 Circulation 发行 Classified Advertising 分类广告Comparative Advertising 比较广告Competition-Oriented Pricing竞争导向型定价Copyright 版权 Cost Efficiency 高性价比 Cost Per Inquiry 询盘成本 Cost Per Rating Point (CPP) Cost Per Thousand (CPM) Counter Advertising Creative Strategy Creatives D DAGMAR Day-After Recall Test Deceptive Advertising Demographics Direct Mail 直邮 Direct Marketing 直销 Direct Response E

Marketing市场营销专业词汇中英文对照表

市场营销--英语论文

Introduction This paper focuses on the combination of marketing, marketing mix and the impact of demand and supply and demand, through the analysis of Haier I want to learn more about what is corporate marketing mix, and by 4p + np Haier get what benefits Haier is the largest brand in the world of home appliances, which was founded in 1984 in the city of Qingdao, the current Chairman of the Board, Chief Executive Officer of the Group Zhang Rui Min, Haier is the main founder. At present, Haier has established 21 industrial zones across the world, and five centers of R & D, 19 overseas trading companies, and employs more than 80,000 people around the world. 2011, Haier Group achieved a global turnover of 150.9 billion yuan, the brand value of 96.28 billion yuan, 11TH year in a row a list of the most valuable brands in China. Haier Group, the desirable 164 elementary school and with the help of High School hopes to produce 212 sets of Sciences cartoon "Haier Brothers", which is part of the Olympic Games in Beijing in 2008, sponsors the only white in the world. Haier to create its own brand in the country, local, and increase the Haier brand significantly reputation all over the world.

Marketing市场营销专业词汇中英文对照表

市场营销专业词汇中英文对照表 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 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 behavioural analysis 行为分析 behavioural 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

市场营销专业英语

第一单元 Marketing 市场营销定义: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large、市场营销就是在创造、沟通、传播与交换产品中,为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程与体系。什么就是市场营销计划: The marketing plan 4个点: ①situation analysis情况分析 ②marketing objectives 营销目标 ③target market selection目标市场选择 ④marketing mix市场营销组合课后单词: Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元 market segmentation process 市场细分的过程(市场定位过程) 1、delineate firm’s current situation(描绘公司的现状) 2、Determine consumer needs and wants(确定消费者的需求与欲望) 3、divide markets on relevant dimensions, (有关方面划分市场) 4、develop product positioning, (开发产品定位) 5、decide segmentation strategy, (决定细分策略) 6、design marketing mix strategy(设计营销组合策略)

市场营销专业术语中英文对照标准翻译

市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。《财富》杂志Fortune 案头调研Desk Research 奥美公司Ogilvy & Mather 白色商品White Goods 百乐门Parliament 百威啤酒Budweiser 包裹销售法Banded Pack 宝洁公司Procter & Gamble 宝丽来Polaroid 宝马BMW 边际成本Marginal Cost 边际收益Marginal Benefit 标准差，均差Standard Deviation 别克Buick 波立兹调查公司Alfred Politz Research, Inc 波旁王朝Ancient Age Bourbon 波特福洛分析Portefolio Analysis 产品差异Product Differentiation 产品生命周期Product Life Cycle 产品系列Product Line 产品组合Product Mix 阐述Presentation 超级市场Supermarket 成对比较法Paired Comparisons 成功的理想主义者Successful Idealist 承诺型消费者Committed Buyer 程度测试Tachistoscope 橙色商品Orange Goods 冲动购买Impulse Buying 重叠率Duplication 抽样Sampling 传销Pyramid Selling 传阅发行量Pass-on Circulation 词语联想法Word Associaton 刺激营销Incentive Marketing 促销Promotion 达彼思广告公司Ted Bates & Copany 大卫·奥格威David Ogilvy 戴比尔斯De Beers

【商务英语】市场营销(中英)

1.Marketing 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 planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动) Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making products readily available to customers

2. The marketing Concepts(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 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 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 / 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 Marketing Concept市场营销观念 Difference between Selling and Marketing销售与营销的区别

市场营销常用英语句子

市场营销常用英语句子导语：市场营销是指企业发现或挖掘准消费者和众多商家需求，从整体的营造以及自身产品形态的营造去推广、传播和销售产品，主要是深挖产品本身的内涵，切合准消费者以及众多商家的需求，从而让消费者深刻了解该产品进而购买的过程。下面是YJBYS 小编收集整理的有关市场营销的英语，欢迎参考! 1.Your T shirts can find a ready market in the eastern part of our country. 贵国的T 恤在我国东部市场很畅销。 2.We all understand that Chinese slippers are very popular in your market on account of their superior quality and competitive price. 我们都知道中国拖鞋因价廉物美而畅销于你方市场。 3.This product has been a best seller for nearly one year. 该货成为畅销货已经将近1 年了。 4.There is a good/poor/no market for these articles. 这些商品畅销/ 滞销/无销路。 5.Your bicycles find a ready market here. 你们的自行车在此地销路很好。 6.They talked over at great length the matter of how to increase the sale of your products. 他们详细地讨论了怎样增加你方产品的销售。 7.Please furnish us with more information from time to time so that we may find outlets for our stationery. 由于对此货物的需求将不断增加，请提前补充货源。 8.They are doing their utmost to open up an outlet. 他们正在尽最大努力以打开销路。 9.Our demand for this product is steadily on the increase. 我们对该

市场营销英语 2

市场营销常用英语词汇

国际市场营销论文英文版

市场营销英语词汇

最新市场营销专业英语单词完整教学教材

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