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1、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:theproductionconcept[生产观念]Itholdsthephilosophythatconsumerswillfavorthose
2、productsthatarewidelyavailableandlowincost.theproductconcept[产品观念]consumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.thesellingconcept[销售观念]Manyorganizationsfollowthesellingconcept,whichholdsthatconsumerswillnotbuyenoughoftheorganization'sproductsunle
3、ssitundertakesalarge-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[利益].4、Describethedifferencesbetweenthesellingconceptandth
4、emarketingconcept.5、Threestepstotargeting:marketsegmentation,targetchoice,productpositioning.6、RelationshipMarketing[关系营销]；CollaborativeMarketing[协作营销]Chapter2ConsumerBehavior[消费者行为]51、StagesintheBuyerDecisionProcess[购买决策的步骤]（1）problemrecognition[问题确认]（2）informationsearch[信息收集]（3）eva
5、luationofalternative[备选方案评价]（4）purchasedecision[购买决策]（5）postpurchasebehaviors[购后行为]2、TypesofConsumerBuyingDecisionsandConsumerInvolvement:routineresponsebehavior,limiteddecisionmaking,extensivedecisionmaking.3、Thelevelofinvolvementinthepurchasedependsonfivefactors:previousexperience；
6、interest；perceivedrisk；financialrisk；socialrisk；psychologicalrisk；situation；socialvisibility4、Factorsinfluencingconsumerbehavior[影响消费者行为因素]1）Underlyingcultural,social,individual,andpsychologicalfactorsstronglyinfluencethedecisionprocess.2）Culturalfactors：cultureandvalues,subculture,a
7、ndsocialclass.3）Socialfactors：referencegroups,opinionleaders,wordofmouseandfamilymembers.4）personalcharacteristics：gender;ageandlife-cyclestage;andpersonality,self-concept,andlifestyle.5）Psychologicalfactors：perception,motivation,learning,beliefs,andattitudes.5、Maslow’sneedshierarchy
8、：Hierarchies
