营销英语复习指导营销英语复习指导.doc

营销英语复习指导 一、翻译 Chapter 1 We describe marketing management as carrying out tasks to achieve desired exchanges with target markets. There are five alternative concepts under which organizations conduct their marketing activities：the production，product，selling，marketing，and societal marketing concepts. The production concept holds that consumers will favor products that are available and highly affordable. Therefore，management should focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guides that guides sellers. 生产观念认为消费者喜爱买得到且买得起的商品，因此，管理者着重在提高生产和分销的效率，这一观念是指导卖者的最古老的哲学之一。 Another major concept guiding sellers，the product concept，holds that consumers will favor products that offer the most quality，performance，and innovative features. Many organizations follow the selling concept，which holds that consumers will not buy enough of the organization’s products undertakes a large-scale selling and promotion effort. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. 大多数公司存在生产能力过剩时会采用推销观念。他们的目标是将其生产的产品销售出去，而不是生产市场需要的产品。 The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. 市场营销观念认为达到组织的目标依赖于发现目标市场的需求并不能比其他竞争者更加快捷有效地提供目标市场期待的满足感。 The societal marketing concept holds that the organization should determine the needs，wants，and interests of target markets. It should then deliver superior value to customers in a way that maintains or improves the consumer’s and the society’s well-being. 社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持或改进消费者及整个社会的福利水平。 Chapter 2 The buying behavior of ultimate consumers can be examined using a five-part model：the buying-decision process，information，social and group forces，psychological forces，and situational factors. Psychological fo