市场营销专业英语考试练习PPT文档格式.ppt

市场营销专业英语考试练习PPT文档格式.ppt

《市场营销专业英语考试练习PPT文档格式.ppt》由会员分享，可在线阅读，更多相关《市场营销专业英语考试练习PPT文档格式.ppt（12页珍藏版）》请在冰豆网上搜索。

MarketingProfessionalEnglishExercise短语英译中短语英译中lDirectmarketinglPR（publicrelations）lMarketingcommunicationlReferenceGroupslAdvertisingcampaignlTargetsegmentlPublicitylpostpurchasebehaviorlSelectiveperception直销公共关系营销传播相关群体（参考群体）广告活动目标客户细分宣传购后行为选择性知觉短语英译中短语英译中lGeneratingNeedslMediaadvertisinglProductConceptlOpinionLeaderslSalespresentationlProductadvertisementslModusoperandi潜在顾客开发媒体广告产品观念观念领导者销售演示产品广告一贯的工作方法短语中译英短语中译英l口碑l自我实现需求l大类延伸l消费者行为l销售提案l广告预算l商誉广告l品牌权益WordofMouthSelf-actualizationneedsCategoryextensionConsumerbehaviorAsalesproposalAdvertisingbudgetinstitutionaladvertisementsBrandequity句子英译中lTherearefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivities:

@#@theproductionconcept,theproductconcept,thesellingconcept,themarketingconcept,andthesocietalmarketingconcept.lOncethesalespersonhasgatheredtheappropriateinformationabouttheclientsneedsandwants,thenextstepistodeterminewhetherhisorhercompanyproductsofservicesmatchtheneedsoftheprospectivecustomer.短文英译中lBehindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.Thisprocesshasthefivestages:

@#@

（1）problemrecognition,

（2）informationsearch,（3）alternativeevaluation,（4）purchasedecision,and（5）postpurchasebehavior.lMotivationistheenergizingforcethatcausesbehaviorthatsatisfiesaneed.Becauseconsumerneedsarethefocusofthemarketingconcept,marketerstrytoarousetheseneeds.填空lThemarketingconceptrestsonfourpillarswhichwillbediscussedbelow:

@#@targetmarket,customerneeds,andprofitability.lConsumersgothroughfivestagesintheprocessofadoptinganewproduct:

@#@,interest，evaluation,adoption.integratedmarketingawarenesstrial短语英译中短语英译中lProspectlSalesmanagementlNeedlMarketinginformationsystemlThesocietalmarketingconceptlProductmixlDiscountstorelExclusivedistributionlModelsofConsumerBehavior预期顾客销售管理需求营销信息系统社会营销观念产品组合折扣店独家分销消费者行为模式短语英译中短语英译中lMarketingstimulilTraillAdoptionlMiddleclasslAspirationgrouplPromotionlCompensationlWantlQualifyinglead营销刺激试用采纳中产阶级仰慕群体促销薪酬欲望潜在顾客审查短语中译英短语中译英l招聘l早期采纳者l公司广告l媒体l销售力量l激励l成长战略l子品牌l营销调研l营销短视RecruitingEarlyadopterCorporateadvertisingMediaSalesforceMotivationGrowthstrategySub-brandMarketingresearchMarketingmyopia句子英译中lEffectivesalesmanagementstemsfromahighlysuccessorientedsaleforcethataccomplishesitsmissioneconomicallyandefficiently.lWeliveinatimethathasdefineditselfas“TheAgeofInformation”-whencommunicationshasbecomeinstantaneousandglobal.lSalespromotionisamarketingcommunicationtechniquewhereadditionalincentivesbeyondtheinherentqualitiesorbenefitsoftheproductorserviceareofferedtothetargetaudience,salesforce,ordistributors.短文英译中Psychologyhelpsmarketersunderstandwhyandhowconsumersbehaveastheydo.ParticularlyusefulforinterpretingbuyingprocessesanddirectingmarketingeffortsareconceptssuchasMotivation;@#@Perception;@#@Learning;@#@Values,Beliefs,andAttitudes.Marketingresearchisthefunctionwhichlinkstheconsumer,customer,andpublictothemarketerthroughinformationinformationusedtoidentifyanddefinemarketingopportunitiesandproblems;@#@generate,refine,andevaluatemarketingactions;@#@monitormarketingperformance;@#@andimproveunderstandingofmarketingasaprocess.