UNIT 2 translation[精品].docVIP

UNIT 2 PEST analysis can be used in strategic planning to assess situational factors for an organization. 在计划市场策略时 使用PEST分析来评估某组织机构的环境因素。 4. consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods and services. 消费者行为是描述消费者如何做出购买决策，以及他们如何使用和处置所购的商品和服务。 5. Need recognition occurs when consumer faced with an imbalance between actual and desired states. 当面临着实际和理想状态之间的不平衡点时会让消费者认识到自己的需求。 6. During the process of collecting information or , in some cases, after information is acquired, the consumer evaluates alternatives on the basis of what he or she has learned. 在收集信息的过程中或者是在某些情况下，当获得信息后，消费者开始对他或她从产品学到的信息中进行方案评估。 10. the life-style analysis , when used carefully, can help the marketer gain an understanding of changing consumer values and how they affect buying behavior. 如果能妥当的使用生活方式分析，它能够帮助营销人员明白消费者变化的价值和他们是如何影响消费者的购买行为。 UNIT 3 The objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses. 探索性研究的目的是收集初步信息这将有帮助界定问题和建议假设性问题。 3 A company such as American Airlines might prepare its own survey instrument to gather the information it needs, or it might add question to an omnibus survey that carries the questions of several companies, at a much lower cost. 比如美国航空公司可以为自己准备一个调查仪器来收集他们所需要的信息，或者在综合调查中增加些关于其他公司的问题来降低成本。 4. Customers’ actual purchases reflect preferences and often are more reliable than statements they offer to market research. 客户的实际购买反映了他们喜好，这些资料通常比他们提供市场调研的信息更加可靠。 6. qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may otherwise be difficult to uncover. 定性研究技术允许广泛可能性的解答，它是一种相对非结构化的测量方法，他们这种创造性是用于来确定的消费观念，否则很难去确定消费者的消费观念。 8. telephone interviewing is getting more difficult because of consumers’ growing antipathy toward telemarketers calling them in their homes and interruptin