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1、市场营销专业英语复习————————————————————————————————作者:————————————————————————————————日期: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Chapter1MarketingManagement[营销管理]1、MarketingManagementPhilosophies[营销管理基本原理]2、Fivealternativeconcepts:t
2、heproductionconcept[生产观念]Itholdsthephilosophythatconsumerswillfavorthoseproductsthatarewidelyavailableandlowincost.theproductconcept[产品观念]consumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.thesellingconcept[销售观念]Manyorganizationsfollowthesellingconcept,whichh
3、oldsthatconsumerswillnotbuyenoughoftheorganization'sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.themarketingconcept[市场观念]thesocietalmarketingconcept[社会营销观念]3、FourPillarsforMarketingConcept:targetmarket[目标市场],customerneeds[消费者需求],integratedmarketing[整合市场营销],profitability[利
4、益].4、Describethedifferencesbetweenthesellingconceptandthemarketingconcept.5、Threestepstotargeting:marketsegmentation,targetchoice,productpositioning.6、RelationshipMarketing[关系营销];CollaborativeMarketing[协作营销]Chapter2ConsumerBehavior[消费者行为]1、StagesintheBuyerDecisionProcess[购买决策的步骤](1)problemre
5、cognition[问题确认]
(2)informationsearch[信息收集]
(3)evaluationofalternative[备选方案评价]
(4)purchasedecision[购买决策]
(5)postpurchasebehaviors[购后行为]
2、TypesofConsumerBuyingDecisionsandConsumerInvolvement:routineresponsebehavior,limiteddecisionmaking,extensivedecisionmaking.3、Thelevelofinvolvementinthepurc
6、hasedependsonfivefactors:previousexperience;interest;perceivedrisk;financialrisk;socialrisk;psychologicalrisk;situation;socialvisibility4、Factorsinfluencingconsumerbehavior[影响消费者行为因素]1)Underlyingcultural,social,individual,andpsychologicalfactorsstronglyinfluencethedecisionprocess.2)Culturalf
7、actors:cultureandvalues,subculture,andsocialclass.3)Socialfactors:referencegroups,opinionleaders,wordofmouseandfamilymembers.4)personalcharacteristics:gender;ageandlife-cyclestage;andpersonality,self-concept,andlifestyle.5)Psychologicalfactors:perc