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1、1.(f)Exchangeisthecoreconceptofmarketingandinvolvesatleastthreeparties.2.(f)Desiresdescribebasichumanrequirements,suchasfood,water,clothing,andshelter.3.(t)Individualsandorganizationsbuyandsellrealestateorbonds,whichbelongtopropertymarketing.4.(t)Iftwopartiesareseekingtosellso
2、methingtoeachother,wecallthembothmarketers.5.(t)Marketingconceptdecribesthatthejobistofindtherightproductsforthecustomers.6.(f)ThefourPsrepresentthebuyers’viewofthemarketingtoolsavailableforinfluencingsellers.7.(f)Managersofproduct-centeredbusinessesfocusonhighproductioneffien
3、cy,lowcost,andmassdistribution..8.(f)Externalmarketingisthetaskofhiring,training,andmotivatingableemployeeswhowanttoservecustomerswell.9.(f)One’scompetitionisrestrictedtotheactualrivalofferingsandsubstitutesthatabuyermightconsiderpurchasing.IIISentencestranslation1.Present-day
4、managersareincreasinglyrecognizingthatwisdomandinnovationalonearenolongersufficienttoguidethedestiniesoforganizations,bothlargeandsmall.Thesesamemanagersalsorealizethatthetruemissionoftheorganizationistoprovidevalueforthreekeyconstituencies:customers,employees,andinvestors.当今的
5、经理越来越意识到仅仅靠智慧和创新再也不足以知道无论大小组织的命运了。他们同样意识到组织的真正使命是为三类关键群体提供价值即顾客、雇员和投资者。2.营销管理需要做规划,这种规划应该具有战略性、正规性和导向性。这样的规划才能使营销管理更好地满足顾客的需求以获取可持续的竞争优势。Marketingmanagementrequiresmarketingplanning.Thiskindofplanshouldpossessthestrategic,formal,andorientationcharacter.Suchaplanwouldenablethem
6、arketingmanagementttobettermeetcustomerneedsforcompetitiveadvantagethatissustainable.II.Fillintheblankswitheither"T"or"F".(t)1.Thekeytohighcustomerloyaltyistodeliverhighcustomervalue.(f)2.Ifperformanceexceedscustomerexpectations,thecustomerishighlydissatisfied.(f)3.Thelargestc
7、ustomersalwayscreatthemostprofitforcompanies.(f)4.Acquiringoldcustomerscancostfivetimesmorethanthecostofsatisfyingnewconsumers.So,companiesalwaysfocusonattractingnewcustomers.(f)5.Intheeconomicenvironment,marketersmustlookatincomedistributionandsavings,educationallevels,debt,a
8、ndcreditavailability;outsourcingandfreetrade.Ⅲ.Translation1.C