市场营销专业英语复习.docVIP

PAGE PAGE 5 市场营销专业英语复习 I 题型 一、专业短语中英互译题（每题1分,共20分） 二、单项选择题（每题1分,共30分） 三、判断题（每题2分,共10分） 四、句子中英互译题（每题3分,共15分） 五、简答题（每题5分,共25分） II 复习 Chapter1 Marketing Management [营销管理] 1、Marketing Management Philosophies [营销管理基本原理] 2、Five alternative concepts: the production concept[生产观念] It holds the philosophy that consumers will favor those products that are widely available and low in cost. the product concept[产品观念] consumers will favor products that offer the most quality, performance, and innovative features. the selling concept[销售观念] Many organizations follow the selling concept, which holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort. the marketing concept [市场观念] the societal marketing concept[社会营销观念] 3、Four Pillars for Marketing Concept: target market[目标市场],customer needs[消费者需求],integrated marketing[整合市场营销],profitability[利益]. 4、Describe the differences between the selling concept and the marketing concept. 5、Three steps to targeting: market segmentation, target choice, product positioning. 6、Relationship Marketing[关系营销]；Collaborative Marketing[协作营销] Chapter2 Consumer Behavior[消费者行为] 1、Stages in the Buyer Decision Process[购买决策的步骤] （1）problem recognition[问题确认]（2）information search[信息收集]（3）evaluation of alternative[备选方案评价]（4）purchase decision[购买决策]（5）post purchase behaviors[购后行为]2、Types of Consumer Buying Decisions and Consumer Involvement: routine response behavior, limited decision making, extensive decision making. 3、The level of involvement in the purchase depends on five factors: previous experience； interest；perceived risk；financial risk；social risk；psychological risk；situation；social visibility 4、Factors influencing consumer behavior[影响消费者行为因素] 1）Underlying cultural, social, individual, and psychological factors strongly influence the decision process. 2）Cultural factors：culture and values, subculture, and social class. 3）Social factors ：reference groups, opinion le