商务英语概念总结.doc

Unit 10 1.Marketing: Marketing is a total system of business activities designed to plan,price,promotion and distribute want-satisfying products to target markets to achieve organizational objectives. 2.Market opportunity: profitable possibilities of filling unsatisfied needs or creating new ones in areas in which the company is likely to enjoy a differential advantage,due to its distinctive competencies. 3.Market research: collect and analyze information about the size of a potential market,about consumer’s reaction to particular product or service features,and so on. 4.Marketing mix: all the various elements of a marketing programme,their integration,and the amount of effort that a company can expend on them in order to influence the target market. 5.Four Ps’of marketing mix: Product(include quality, features, style, brand name, size, packaging,services and guarantee.) Place(includes such factors as distribution channels, locations of points of sale,transport,inventory size) Promotion(it groups together advertising,publicity,sales promotion,and personal selling) Price(includes the basic list price,discounts,the length of the payment period,possible credit terms,and so on) 6.Producer/industrial/business Market: consisting of all the individuals and organizations that acquire goods and services that are used in the production of other goods,or in the supply of services others. 7.target market: refers to a groups of people or organizations at which a firm directs a marketing program. 8.Selling: assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. 9.Marketing: assumes that the producer’s task is to find wants and fill them. Unit 11 1.word-of mouth advertising（口头广告） which occurs when people tell their friends about the benefits of products or services that they have purchased. 2.institutional/prestige advertising(机构/信誉广告)which is designed to build up their reputation rather than to sell part