国际营销期末考试判断题目范围.doc

Market offerings can include products, services, information, or experiences offered to a market to satisfy a need or want. 市场可以包括提供给市场以满足的产品、服务、信息和经验。When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. 当 卖家们把重点放在现有需求而忽略了潜在客户的需求,那么他们有营销近视症。 The selling concept holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort. 推销观念认为,消费者不会购买足够的公司的产品,除非它进行一个大规模的销售和促销。 The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and societys interest. 社会营销理念呼吁营销者平衡消费者的需求和愿望,公司利润和社会的利益。 Product, price, place, and promotion make up the elements of a firms marketing mix. 产品、价格、地点、促销组成一个公司的市场营销组合的元素. It is cheaper for a company to acquire new customers than to maintain relationships with current customers. 一个公司想获得新客户比保持与现有客户的关系更容易。 At Nike, we sell shoes is a market-oriented business definition. “在耐克公司,我们卖鞋”是一个以市场为导向的业务定义。 In the BCG matrix, dogs by definition are businesses and products that do not generate enough cash to maintain themselves. 在BCG矩阵,“狗”的定义是企业和产品不产生足够的现金来维持自己。 The four marketing management functions are analysis, planning, implementation, and control. 这四个营销管理功能分析、规划、实施和控制。 In SWOT analysis, strengths and weaknesses refer to a firms internal environment, while opportunities and threats refer to the external environment. 在运用SWOT分析的优点和缺点是指企业的内部环境,而机会和威胁指外部环境。 The microenvironment consists of larger societal forces that affect a company, such as demographic, economic, political, and cultural forces. 微环境包括大型社会力量,影响到公司,如人口、经济、政治和文化力量。 The demographic environment is of major interest to marketers because it involves people, and people make up markets. 人口环境是关心的重要营销人员,因为这涉及到人,而这些人造就了市场 Marketing research is the systematic design, collection, analysis, and reporting of data directly relevant to a specific marketing situation facing an organization. 营销研究系统的设计、收集、分析和报告数据的直接关系到一个特定的市