市場營銷專業(yè)英語重點(diǎn)整理.doc

單選：20；單詞漢譯英：10；單詞英譯漢：10；句子英譯漢：30；閱讀：10；作文：20營銷英語重點(diǎn)整理一、單詞：5Marketing management 營銷管理New products development 新產(chǎn)品開發(fā)Sales channel 銷售渠道Public relation 公共關(guān)系Consumer behavior 消費(fèi)者行為Marketing research 營銷調(diào)研Market segmentation 市場細(xì)分Sales promotion 銷售促進(jìn)Allowance 折讓Brand awareness 品牌意識(shí)Brand extension 品牌擴(kuò)展Brand loyalty 品牌忠誠Breath of product assortment 產(chǎn)品線的寬度Breath or diversity of product lines 產(chǎn)品線的寬度或多樣性Buying inertia 購買慣性Buying intention 購買意圖Market share 市場份額Brand loyalty 品牌忠誠度Intensive distribution 密集分銷渠道Selective distribution 選擇性分銷Exclusive distribution 獨(dú)家分銷Intermediaries brand 中間商品牌Wholesaler 批發(fā)商Retailer 零售商Department store 百貨公司Supermarket 超市Convenience store 便利店Buying inertia 購買慣性Convenience goods 便利品Customer satisfaction 顧客滿意度Customers preference 顧客偏好Economies of scale 規(guī)模經(jīng)濟(jì)Global-market expansion 全球市場擴(kuò)張Growth rate of market 市場增長率Growth stage of product life cycle 產(chǎn)品生命周期的成長階段Industry attractiveness 行業(yè)吸引Localization strategy 本土化戰(zhàn)略Comparative advertisements 比較廣告Competition-orientated pricing 競爭導(dǎo)向定價(jià)法Customer-orientated pricing 顧客導(dǎo)向定價(jià)法Personal selling 人員銷售Advertising strategies 廣告策略Public relation 公共關(guān)系Marketing research 營銷調(diào)研Product strategy 產(chǎn)品策略Product mix 產(chǎn)品組合The marketing concept 營銷觀念Consumer market 消費(fèi)者市場Customer satisfaction 顧客滿意Total customer value 顧客總價(jià)值Marketing environment 營銷環(huán)境Market segmentation strategy 市場細(xì)分策略Market targeting strategy 目標(biāo)市場策略Market positioning strategy 市場定位策略Product life cycle 產(chǎn)品市場壽命周期The selling /sales concept 銷售觀念The product concept 產(chǎn)品觀念Marketing management philosophy 市場營銷觀念Societal marketing concept 社會(huì)營銷觀念Macro-marketing environment 宏觀營銷環(huán)境Product mix 產(chǎn)品組合Customer loyalty 顧客忠誠度Market targeting 目標(biāo)市場選擇Niche-market strategy 利基市場戰(zhàn)略Personal selling 人員推銷Price discrimination 價(jià)格歧視Potential customer 潛在顧客Potential market 潛在市場Product development 產(chǎn)品開發(fā)Product positioning 產(chǎn)品定位Segmentation criteria 細(xì)分標(biāo)準(zhǔn)Specialty goods 特殊產(chǎn)品二、句子：1、The societal marketing concept holds that the organization should determine the needs, wants, and interests of target markets. It should then deliver superior value to customers in a way that maintains or improves the consumers and the societys well-being. The societal marketing concept is the newest of the five marketing management philosophies. 翻譯：社會(huì)營銷觀念認(rèn)為一個(gè)組織應(yīng)該確定目標(biāo)市場的需求和興趣，然后應(yīng)以一種方式向顧客提供最大價(jià)值，這種方式必須保持和改進(jìn)消費(fèi)者及整個(gè)社會(huì)的福利水平。社會(huì)營銷觀念是五個(gè)營銷管理哲學(xué)中最新的。2、 A sound marketing program starts with identifying the differences that exist within a market, a process called market segmentation, and deciding which segments will be pursued as target markets. 翻譯：一個(gè)合理的營銷計(jì)劃應(yīng)以區(qū)分市場中存在的差異為起點(diǎn)，這一過程被稱為市場細(xì)分，它還包括將何種市場細(xì)分作為目標(biāo)市場。3、 The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product, mass-market strategy. 翻譯：市場細(xì)分的缺點(diǎn)是，其導(dǎo)致了比單一產(chǎn)品、單一大市場策略更高的生產(chǎn)和營銷成本。4、 Sale promotion includes a wide variety of promotion tool designed to stimulate earlier of stronger market response. It includes consumer promotion, trade promotion, and sales force promotion. 翻譯：營銷推廣是指種類繁多的促銷方式，以便刺激市場作出盡可能早的或強(qiáng)烈的反應(yīng)，包括針對(duì)消費(fèi)者的、針對(duì)中間商的和針對(duì)推銷人員的營業(yè)推廣。5、 They offer strong incentives to purchase by providing inducements or contributions that give additional value to consumers. 翻譯：營業(yè)推廣通過提供某些優(yōu)惠來刺激和誘導(dǎo)購買。6、 Colgate-Palmolive Canada is a wholly owned subsidiary of Colgate-Palmolive, a large multinational with divisions in 58 countries Worldwide company sales in 1986 were 4.9 billion with profits of 170 million. 翻譯：高露潔帕爾莫利夫加拿大公司是在58個(gè)國家擁有分支機(jī)構(gòu)的跨國公司高露潔帕爾莫利夫的全資子公司。1986年，后者在全球的總銷售額為49億美元，利潤為1.7億美元。7、 The executional tone needs to be distinct from other detergent advertising in order to break through traditional washing attitudes and to do so will be young adult-oriented , light , “cool”, and up-beat . 翻譯：為了從傳統(tǒng)的洗滌觀念中殺出一條路來，其實(shí)施基調(diào)需要與別的洗滌劑廣告有所區(qū)別，應(yīng)該面向青年人，強(qiáng)調(diào)靚、酷和令人心跳。8、 This flexibility allowed effective communication strategies to be developed quickly so that advantage could be taken of sporting victories more or less as they happened, utilizing them in subsequent advertising and promotions while they were still fresh in mind . 翻譯：這種靈活性就使得有效的傳媒戰(zhàn)略迅速制定出來，或多或少地可以在利用運(yùn)動(dòng)比賽的優(yōu)勝者上占據(jù)優(yōu)勢(shì)，當(dāng)人們記憶猶新之時(shí)在隨后的廣告中利用他們來促銷。三、作文： 我對(duì)市場營銷的理解 企業(yè)需要市場營銷，用來創(chuàng)建品牌和收益；同樣對(duì)于我們自己也需要營銷，用來推銷和完善自我。 在學(xué)習(xí)市場營銷學(xué)這門課程之前，對(duì)我來說，有一種模糊又捉摸不透之感。但是在學(xué)習(xí)之后，我認(rèn)為現(xiàn)代營銷學(xué)不僅僅是“買”與“賣”的關(guān)系，而是推進(jìn)現(xiàn)代社會(huì)物質(zhì)文明發(fā)展的重要組成部分。市場營銷并不等同于推銷，推銷只是市場營銷的內(nèi)容之一，市場營銷的最終目的是“滿足交換雙方的需求和欲望”。21世紀(jì)是關(guān)系營銷的時(shí)代，企業(yè)與客戶建立戰(zhàn)略雙贏型的伙伴關(guān)系是企業(yè)健康發(fā)展的重要保障。良好的客戶關(guān)系是建立在互惠互利，相互信任的基礎(chǔ)上的。對(duì)于個(gè)人也一樣，我們?cè)趯W(xué)校也應(yīng)該將自己作為一個(gè)品牌來進(jìn)行營銷和策劃，經(jīng)營好自己的人生，通過四年的時(shí)間將自己經(jīng)營成一個(gè)有實(shí)力，有能力的合格大學(xué)生。人生處處須營銷，人生處處皆營銷，營銷不僅僅存在商業(yè)之中，在我們周圍的生活中處處都是營銷。這就是我對(duì)市場營銷的認(rèn)識(shí)。My understanding of the marketingEnterprises need to marketing, to create brand and benefits; As for we ourselves also need marketing to promote and improve themselves.Before learning the course marketing, for me, has the feeling of a vague and elusive. But after learning, I think the modern marketing is not just a buy and sell relationship, but an important part of promoting the development of modern social material civilization. Marketing is not the same as selling, selling is one of the content of marketing, the ultimate purpose of marketing is to meet the needs of both sides and desires. In the 21st century is the era of relationship marketing, enterprises establish strategic win-win partnership with customers is the important guarantee to the healthy development of the enterprise. Good customer relationships are based on reciprocity and mutual benefit, on the basis of mutual trust. For personal, too, we should also take in school as a brand for marketing and planning, oper