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1、市场营销专业英语课后习题参考答案（110章）Chapter 1 Marketing in the 21st Century1.1 MarketingPost-reading ExercisesII.1. consumer needs 2. forces 3. organization 4. management 5. marketingnetworkHI1 .如果一个组织重视客户的需求，那么它就是以顾客导向2 .营销是一套以管理技术为处事方式的经营理念。3 .市场营销可以说是起源于经济体系内盈余的开展和随之而来的 贸易的出现，但是它是在相对现代的时代才形成正式的管理理念。4 .营销人员包括营销
2、专家，地产代理，商业银行，地方商业协会， 广告代理和公共关系代理。5 .如今营销环境的一个重要因素是对勇于为社会和环境产生影响 的行为承担责任的企业的需求。IV1. In marketing, the market refers to a group of people who have the desire to buy a certain product and purchasing power.4. The marketing intermediary is the company which has cooperation with the manufacturer and makes
3、 promotion, selling and distribution of the products together with the manufacturer.5. The public group is a group that has real and potential interest relations and has impact on the capacity to achieve its objectives.3.2 SWOT AnalysisPost-reading ExercisesII.1. objectives 2. climb 3. optional 4. s
4、ummit 5. strategic 6. corporatem1 .分析阶段着眼于企业目标，进行内部和外部市场审核，用SWOT 分析法做假设和总结。2 .市场营销理念是实施的一个过程，而非在更结构化的方式下的不 正式地遵循和计划。3 .在总结内部和外部市场审核的一个有效方法是SWOT分析法。4 . SWOT分析有助于说明哪里是一个组织的优势与市场机会的良 好配合，以及存在的有可能暴露弱点的威胁5 .营销筹划的好处是提供了营销的方向，信息和资源，并且协助团 队工作。IV1. The market opportunity refers to some attractive fields for
5、the marketing activities in which a company has the competitive advantage.2. The quality of companys marketing strategy depends on the extent to which it makes the strength and weakness to be compatible to the opportunities and threats.3. To some extent SWOT analysis can reduce uncertain factors in
6、marketing decision.4. The marketing planner needs to understand the internal and external environment before making a marketing plan for a company.5. The SWOT analysis instructs the company to consider its internal condition and external environment systematically, and determines the feasible plan.3
7、.3 Marketing StrategyPost-reading ExercisesII.1. matches 2. capabilities 3. center4. segments 5. serve 6. offer 7.targetm1 .市场营销策略通过对营销组合的管理实施。2 .将产品或组织标注在市场定位图上，将其比作有竞争力的业务或 公司定位。3 .营销策略需要协调营销组合的要素，使之以统一，配合分销。4 .营销策略可以被定义为将组织目标和活动汇集为一个整体的计 划或方式。5 .营销策略是一个组织整体企业战略的重要自称局部，因为它处理 所有重要的市场交易。IV1. From th
8、e production perspective, distribution channel is the path of selling products.2. The basic level of prices is closely related to the product design, the way of promotion and the choice of selling channel.3. Product is any goods, services, concept or the mix of them that can satisfy the demands of c
9、onsumers or clients.4. Marketing mix is integrated, which has many factors and every factor is changing.5. The planning of marketing mix for a company is started from the analysis of current demands.Chapter 4 Decision-making Process4.1 Consumer Buying BehaviorPost-reading ExercisesII.1. personality
10、2. information 3. slightest 4. ignore 5. interest 6. advertisementsin1 .需求确认是进行购买决策的第一步，是感知一个人的理想与现实 情形差异足够大时引发的决定。2 .这种购买后心理紧张或焦虑的感觉就是所谓的认知失调。3 .购买产品后，消费者将它与自己的期望比较，或者满意或者不满 后、O4 .消费者以计算机为中介的购买行为，或网上购物行为是利用互联 网技术查找信息，评估方案，作出购买决定。5 .有时，消费者不采取五个购买决策过程，相反，他们会跳过或减 少一个或多个步骤，这是由消费者的参与程度和购买行为对个人、社会和经济意义的程
11、度决定的。IV1. The main task of marketing is to understand the buying behavior of the target market.2. Culture is the most fundamental factor to decide peoples willingness and behaviors.3. The typical process of consumer buying decision has five stages, that is demand recognition, information search, eva
12、luation of alternatives, purchase decision and post-purchase behavior.4. Consumers who had good purchasing experience several times will be loyal to trust the products they bought.5. Consumers will tell their families, friends and acquaintances about the experience of purchasing and using of the pro
13、ducts.4.2 Organization Buying BehaviorPost-reading Exercises1. comprises 2. renting 3. fewer 4. geographically 5. involved 6. trained?, complex 8. formalmi.对于许多购买专业人士，上网意味着减少乏味的工作和纸上作 业，并且花更多的时间和供应商管理库存和使用创造力。2 .在招标采购过程中商业计划书阶段，买房者邀请有资格的供应商 提交建议书。3 .对于一些日常采购的，一个人或者说一个采购代理，也许承担所 有的购买中心角色，并且作为购买决策中所涉及
14、的唯一的人。4 .当供应商提供的产品非常相似，商业买家作出严格的理性选择的 基础就很有限。5 .参与者可能影响购买决定，因为他们有特殊专长或与其他重要参 与者有特殊关系，因而控制奖罚。IVIn the buying process of companies, the two sides of the transaction will usually depend on each other more.1. There are three types of company purchasing: direct repeating purchase, revised purchase and ne
15、w purchase.2. Large corporate purchases usually need detailed product description, written purchase orders, delicate suppliers search and the formal approval.3. In the revised purchase, buyers hope to adjust the specifications of products, price, purchase terms and suppliers.4. From the long-term pe
16、rspective, corporate marketers must satisfy the current demands of customers and consider the future demands in order to keep the customers5 order.4.3 Customer RelationshipPost-reading ExercisesII. 1. value chain 2. create 3. activities 4. understand 5. potential 6. primary in1 .如果产品的性能达不到人们的期望，顾客的满
17、意度就会降低。2 .如今的顾客面临产品，品牌，价格以及供应商的选择很多。3 .可以尝试通过提高产品质量，服务水平，人员素质及企业形象来 提升顾客总价值。4 .在搜索本钱和有限信息，流动性和收入的范围内实现顾客价值最 大化。5 .因此，企业必须监控消费者对自身及其竞争对手的满意度。IV1. Relative to the buyers expectations, customer satisfaction depends more on the performance of the product.2. In the new concept, marketing exists for desig
18、ning and managing a superior customer delivered value system to segment the target customers.3. Relationship marketing involves creating, maintaining and enhancing strong relationships with customers and other stakeholders.4. Companies today must work to develop stronger bonds and loyalty with their
19、 ultimate customers.5. The customers expectations are based on the previous purchasing experience of the customers, the viewpoints of friends or colleagues, information or promises from distributors and competitors.Chapter 5 Segmentation, Targeting and Positioning5.1 SegmentationPost-reading Exercis
20、esII.1. resources 2. international 3. close 4. domestic 5. group 6. distinctm1 .通过市场细分，企业将较大的，结构复杂的市场划分为小的细分 市场，这样可以有效地推出满足顾客特殊需求的产品和服务。2 .该公司必须先收集和分析当前细分市场的销售额，增长率和各个 细分市场的预期收益。3 .鉴于细分市场相当大，通常吸引众多竞争者，利基市场比较小， 可能只能吸引一个或很少的竞争者。4 .当公司的资源有限时，集中营销就很有意义。最好的策略也取决 于产品多样化的程度。5 .基于年龄，性别，家庭人数，职业，教育背景，宗教，种族，世
21、代群体和国籍的人口变量因素可将市场细分。IV1. It is best for companies to provide customized products and marketing programs to meet each customers specific demands.2. There is no fixed method to segment the market. Marketers must try to utilize different segment variables or variable mix to find the best way for analyz
22、ing the market structure.3. Some companies use age and lifecycle segmentation to provide different products for different age and lifecycle consumers, or take different marketing approach.4. A product or service market can be divided in different ways.5. No matter in consumer market or industry mark
23、et, not all segmentations make sense.5.2 TargetingPost-reading ExercisesII. 1. Undifferentiated 2. market 3. provide 4. production 5. mass 6. industrialmi.差异化营销战略针对不同的顾客群开展适合各个细分市场的营 销活动。2 .无差异的营销策略越来越容易受到那些愿意进一步满足细分市 场需要的竞争对手的攻击。3 .在实践中，组织同时使用大量细分变量来确立目标市场。4 . 一个细分市场必须能够提供令人满意的投资回报。5 .现在的信息技术甚至可以让最
24、大的企业取得和个人或细分市场 的密切联系。IV1. Companies can choose one or several areas to do business, as well as in the whole region. But it would notice the differences between regions.2. The behavior segmentation is dividing consumers into different groups based on the understanding level, attitude, usage or respon
25、se to the products.3. The target is the segment which companies want to enter or a consumer group with a specific demand which companies want to serve.4. The targeting strategy has three types, undifferentiation marketing, differentiation marketing and concentrated marketing strategy.5. The concentr
26、ated marketing strategy is choosing a certain segment as the target after segmenting the whole market into several pieces.5.3 PositioningPost-reading ExercisesII.1. price 2. positioning 3. against 4. perceptions 5. consumer 6. aggregatingm2. Demand is any differences between the real and ideal state
27、 of consumers.3. The concept of exchange and relationships leads to the concept of the market.4. Customer value is the difference between customers9 acquisition and possession of the value of the product and the cost for acquiring this product.5. In the era dominated by the marketing concept, the co
28、mpany has to identify customers9 needs and adjust all the activities of the company to satisfy these needs most effectively.1.2 The Core Concepts of MarketingPost-reading ExercisesII. consumers, gains, perceived perfonnance, quality, short-term, build m i.欲望（或消费者深层次需求或消费欲）是被文化和个性塑造的 人类需求。2 .如今成功的企业，
29、无论规模是大还是小，盈利或非营利，国企还 是全球性公司，在营销过程中都以顾客需求为重点。3 .营销人员正在迅速重新确定如何与他们的客户，营销伙伴以及周 围的交际网络取得联系和实现业务往来。4 .营销管理就是通过分析，计划，实施和控制既定方案来创造，建立 和保持目标顾客的有益交流，从而到达实现组织目标的目的。1 .将产品或单位标注在市场定位图上，将其比作有竞争力的业务或 公司定位。2 .顾客以他们特有的方式感知企业和它们的产品。3 .许多公司赚取声誉是靠口碑宣传。4 .定位细分市场涉及采取何种定位策略，并且确保顾客的感觉和预 想的定位一致。5 .评估当地的饭馆以查看是否有未满足市场需求的地方。I
30、VThe product positioning refers to the evaluation of the products important features by consumers, that is , the position in the consumers, minds compared to the competitors, products.1. s a competitive strategy, positioning illustrates the competitive relations between a product or a company and th
31、e similar.1. Identifying the potential competitive advantage is the base of positioning.4. Seeking the products, features is a means in differentiation usually.5. The corporate core capacity and advantage on the marketing will not be performed on the market automatically, which should be performed b
32、y formulating the clear market strategies.Chapter 6 Product DecisionsProduct TypesPost-reading Exercises1. tangible 2. entities 3. candidates 4. tourism marketing 5. market6. popularity 7. believein1 .的，但非渴求的产品和服务的典型代表是人寿保险，墓地推 销和向红十字会鲜血。2 .产品规划者必须通过向消费者提供更多的服务和福利来生产和 增强围绕产品的核心利益和形式的产品。3 .资本工程是帮助买家生
33、产或提供工具和辅助设备经营的工业产 品。4 . 一个新奇的风格可能吸引人们的注意力并产生审美愉悦，但是不 一定使产品有更好的销售表现。5 .特殊品是为重要的愿意作出特别购买努力的群体提供的具有独特属性或品牌识别的消费品和服务。IV1. The product designer need customize the specialty of products and services, quality level, designing, name of the brand and packaging.2. The industrial products are the products purc
34、hased by individuals and companies and used for the further processing and producing.3. The product quality includes durability, reliability, precision, usageand maintenance level and other valuable features.4. Convenience products are consumer goods and services that the consumer usually buys frequ
35、ently, immediately and with a minimum of comparison and buying effort.5. Raw materials include farm products and natural products.6.2 Product Life CyclesPost-reading ExercisesIL 1. life cycle 2. vary 3. forecasting 4. argued 5. peak 6. declinein1 .产品开发是产品生命周期的培育阶段。2 .产品生命周期的概念可以指一个品牌也可以指一个产品的类别。3 .
36、一些公司可能会先宣告自己的产品，然后再推出，但是这种做法 使竞争者有所警觉，而且没有出其不意的效果。4 .在有些情况下，使用价格渗透策略，引用低价格迅速占领市场份 额。5 .在产品成熟阶段的主要目标是保持市场份额，并延长产品的生命 周期。IV1. When a new product enters a market at the very beginning, sales go down before customers get to know about the benefits of the product.2. On the growth stage of product life cy
37、cle, sales go up fast with more customers beginning to try the product.3. When products are well-known on the market and sales are stable after a significant increase, the products go to the mature stage.4. In the decline stage of product life cycle, marketer can deal with the reduction of the sales
38、 by seeking a variety of methods to keep profits.5. Companies can prevent a recession by improving their products, seeking new usage and new market of the products.6.3 New Product DevelopmentPost-reading ExercisesII. 1. tastes 2. develop 3. company 4. new-product 5. improvements 6. R&Dm1 .新产品的成功需要不不
39、仅仅是有好点子，而是要把点子变为实际 产品并为它们找到顾客。2 .高层管理人员向产品开发小组提供总体战略方向，而不是明确的 产品构思或工作计划。3 .为了让产品能更快地推向市场，许多公司正采用一种更快，以团 队为导向的方法，这就是同步产品开发。4 .许多公司将新产品开发组织为以一系列有组织的步骤，以点子的 产生，筛选，概念开发测试和商也分析为开始，以将其产业化为结 束。5 .新产品开发小组通常包括来自营销部门，融资部门，设计部门， 法律部门的人员组成，甚至还有供应商和客户。IV1. If a product is improved on the function or morphology,
40、differentfrom the original one, and bring new benefits for customers, that is D7Dregarded as a new product.2. In order to improve the success rate of new product development, we must establish a scientific management process of new products.3. The adoption of the new product exists certain regularit
41、y objectively.4. In the diffusion of new products, different customers of the new product reflect the great differences due to the influence of social status, consumer psychology, product values and personalities.5. The more fierce market competition enforces companies to develop new products consta
42、ntly.6.4 Branding and PackingPost-reading ExercisesII. 1. Increasingly 2. imitations 3. copyright 4. impound 5. thriving 6. intangiblem1 .伞上使用的品牌，使该企业所有使用这个名称的产品实现品牌名 称的最大用途。2 .商标一词的原始意义是在动物身上做标记以说明其所有权。3 .在需求多样化的市场中，一些企业需要使用不同的品牌名称。4 .许多产品都有虚拟的一面，和与产品相关的名称和符号相比，更 能影响消费者的选择。5 .商标不仅仅是区别于其他产品的产品标签。IV1
43、. To establish a brand, the first is to have a good brand name which is the base of brand construction.2. The market value of the brand depends on core interests for consumers brought by the brand.3. Without trade mark protection, a brand is not guaranteed.4. The choice of packaging materials has an
44、 influence not only on the packing cost, but also on the competitiveness of the commodities.5. The packaging of the product can be divided into shipping packing and selling packing based on the different roles in circulation.Chapter 7 Pricing Decisions7.1 Pricing ConsiderationsPost-reading Exercises
45、II.1. respond 2. competitor 3. market share 4. change 5.permanent 6. reactionin1 .不同的营销策略可能导致不同的定价决策。2 .费用本钱对企业的定价策略有特别重要的影响力。3 .在某些情况下，顾客愿意几乎付出任何代价获得他们认为的利 益。4 .许多产品提供的福利很难评估，因为它是无形的，而且涉及顾客 的看法。5 .多数市场的一局部经济形势是：经济衰退时价格疲软，经济复苏 时价格上涨。IV1. The maximum price of the product depends on the market demands
46、 of the product which depend on changes of prices and incomes.2. The minimum price of the product depends on the cost of the product.3. Companies must take suitable ways to understand the product quality and price supplied by competitors.4. Any companies cannot formulate the price without thinking.5
47、. Companies must fully consider all factors in every side.7.2 Pricing MethodsPost-reading ExercisesII.1. lower 2. balance 3. against 4. setting 5. relationship 6. perceptionsm1 .虽然基于本钱的定价方法确实存在缺乏，但是多数企业在制定 价格时都会考虑本钱因素。2 .在某些情况下，忽略固定费用而只以可变本钱定价的做法很必 要。3 .有限数量的供应商之间的直接竞争导致他们使用激进的定价作 为营销工具。4 .基于本钱的定价方法
48、是产品导向。5 .产品的本钱是产品的最低定价，消费者对产品价值的认知是产 品的最高定价。IV1. The first step to formulate the right price is to build pricing objective.2. To products and services, this long-term basic pricing structure is a continuation of reasonable pricing objectives.3. Low pricing can obtain a lot of substantial market share, resulting in lower production costs.4. Low price can attract other buyers to enter the market.5. When production cannot be expanded due to