市场营销专业英语复习.docVIP

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[市场],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. 、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 factorsculture and values, subculture, and social class. 3）Social factors reference groups, opinion leaders, word of mouse and family member