英语复习题
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1、The business to business (B2B) market is far larger than the business to consumer (B2C) market.企业对企业（商对商）的市场远远大于企业对消费者（商对客）的市场2、In B2B markets, there are normally fewer buyers but they are far larger in terms of purchasing power.在商对商市场中，通常有较少的买家，但他们在购买力方面更强大。
3、In business markets, the major categories of demand include derived demand, joint demand , inelastic demand, and inventory adjustments.在商业市场的需求中，主要包括派生需求，共同需求，需求缺乏弹性，和库存调整4、The buying center provides a vital model for understanding B2B buying behavior.采购中心提供了了解商对商购买行为的一个重要模型5、Products can be mainly grouped into two categories: consumer products and industrial products. 产品主要可以分为两类：消费类产品和工业产品6、Brand recognition is a company’s first objective for newly introduced products.品牌识别是一个公司的第一目标对于新推出的产品7、A brand can have the same traits as a person or, at least, it can be describe in the same way.一个品牌可以有相同的特征的人或至少它可以以同样的方式来描述。
8、Whatever brand type or strategy is adopted, it is important that the idea of the brand is not limited to the actual product.无论是采用品牌型或策略，品牌的想法不局限于实际的产品是很重要的9、New products can be used to increase or defend market share by offering more choices within the range, or by updating older products;新产品通常用来增加或提供更多选择的范围内，保护市场份额，或通过更新老产品10、Many companies test market their new-product offerings to gauge consumer reaction.许多公司测试市场的新产品来判断消费者的反应11、The product life cycle includes four basic stages; introduction, growth, maturity, and decline. 产品的生命周期包括四个基本阶段：导入、成长、成熟、衰退。
12、The traditional mass media forms are still commonly used; however, other media types are becoming increasingly popular such as new media.传统的大众媒体仍然被广泛使用，但是其他媒体类型，比如新媒体会越来越流行起来。
13、One way to measure the sale effect of advertising is to compare past sales with past advertising expenditures.衡量广告销售量变化效果的一种方法是把过去的销售量和过去的广告费用进行比较。
14、Personal selling is an oral presentation, in a conversation with one or more prospective purchasers, for the purpose of making sales.人员推销时通过推销人员与一个或多个推销对象之间的口头展示，洽谈，从而达成销售目的。
15、Professional salespeople are problem solvers who focus on satisfying the needs of customers before, during, and after sales are made.专业的推销人员是问题解决者，他们专注于在售前、售中和售后，满足顾客的需求。
16、Most producers use intermediaries to bring their products to market.大部分生产企业利用中间商把自己的产品销往市场。
17、An intensive distribution strategy seeks to distribute a product through all available channels in a trade area.密集型分销策略指制造商在一个交易地区尽可能通过所有渠道推销其产品。
18、Like manufacturers and wholesalers, a retailer develops a marketing strategy based on the firm’s goals and strategic plans.像制造商和批发商一样，零售商基于公司的目标和战略规划制定营销策略。
19、Retailers operate in a harsh and fast-changing environment, which offers threats as well as opportunities.零售商所处的市场环境竞争激烈，不断变化，其中威胁与机遇并存。
20、Wholesalers have experienced mounting competitive pressures in recent years.近年来，批发商经受了逐渐增加的竞争压力。
B2B marketing 组织间营销Derived Demand 引致需求Joint Demand 联合需求/连带需求Inelastic Demand 缺乏弹性需求Just-In-Time (JIT) 即时管理The Buying Center 采购中心Buying Behavior 消费者购买行为Straight Rebuy 直接重购（连续重购）Modified Rebuy 调整再购Reciprocity 利益互惠/互惠原则Product 产品Consumer Product 消费品Industrial Product 工业品Capital Goods 资本品Services 服务Branding 品牌化Brand Image 品牌形象Brand Identity 品牌识别Brand Equity 品牌资产Branding Strategy 品牌战略New product 新产品Replacement Product 替代产品Innovation Product 产品创新Commercialization 商品化New-Product Development Process 新产品开发过程Test Marketing 市场试销Introduction Stage 导入阶段Growth Stage 成长阶段Maturity Stage 成熟阶段Decline Stage 衰退阶段Promotion 促销策略Advertising 广告策略Public Relations 公共关系Promotion Mix 促销组合Media 广告媒体Message 信息Audience 受众Interactivity 互动（营销）Sponsorship 赞助Crisis Management 危机管理Personal Selling 人员销售/个人销售Relationship Marketing关系营销Consultative Selling 顾问式销售Sales Force Automation销售能力自动化Coupon 优惠券Sweepstake 彩票Retailer 零售商/经销商Wholesaler 批发商Push Strategy 推式策略Pull Strategy 拉式策略Marketing Channel 营销渠道Distribution Channel 分销渠道Direct Marketing Channel 直接营销渠道方式Market Factors 市场因素Intensive Distribution 密集性分销Selective Distribution 选择性分销Exclusive Distribution 专营性分销Vertical Marketing System垂直营销系统Forward Integration 前向整合Supply Chain 供应链管理Product Line 生产线Specialty Store 专业店Convenience Store 便利店Discount Store 折扣店Chain Stores 零售连锁店Franchise 特许经营Target Market 目标市场Store Atmospherics 商店气氛Nonstore Retailing 无店铺销售Merger 并购Price 价格Opportunity Cost 机会成本Financial Return 财务效益分析Cartel 卡特尔Tender 招标Cost-based Pricing 成本导向定价法Breakeven Point 收支平衡点Price Elasticity 价格弹性Prestige Pricing 声望定价策略Price Discrimination 价格歧视1 The value of a company’s offering is usually determined by its sales volume. F2 Specialty goods belong to industrial products, F3 Services are intangible products but they can often be separated from the service providers. F4 Brand image has a value, which is known as brand identity. F1 By offering more choice within the range, or by updating older products, new products can be used to increase market share only. F2 New product development is often time-consuming, risky, and expensive, but when there is a fresh idea, companies may produce one successful product based on that fresh idea. F3 The product life cycle includes five basic stages: introduction, growth, maturity, decline, and resurrection. F1 There are two principal participants in the communications process, namely message senders and operators. F2 Advertising includes any paid form of non-personal as well as personal presentation of ideas, goods, and services by an identified advertiser. F3 Media may bring us a number of advantages, among which is more direct communications. F4 One way to measure the sales effect of advertising is to compare past sales with present sales. F1 The concept of selling and stereotypes about salespeople as fast-talking, joke-telling, back-slapping hucksters existed thousands of years ago. F2 Although the marketing environment is complex now, strategies of effective personal selling remain. F3 There are three categories of sales promotion: consumer, buyer, and trade. F4 Contests and sweepstakes belong to trade-oriented promotion. F1 Only the producers are part of every channel level for some work they have performed.2 Business markets usually include single level distribution channels since they usually sell through manufacturer’s representatives. F3 An exclusive distribution strategy suits items with wide appeal across broad groups of consumers. F4 Information gathering is a function undertaken by marketers to assure their efficiency. F1 Retail stores come in all shapes and sizes, but new retail types are hard to explore, F2 Although department stores carry a wide variety of product lines, in recent years, thy have been squeezed out. F3 The most frequently shopped type of retail store is a specialty store. F4 Customer strategy is one of the retail strategies. F5 Wholesaler success depends on the 4Ps similar to that of the Marketing Mix, only “product” is replaced by “profit.” F6 Surviving wholesalers will grow larger through harmonious relationships they establish with their customers. F1Three key elements are important to price setting: competitors’ prices, customers’ perceptions of the product’s value and quality, and profit. F2 Marketers usually set prices by conducting research to establish a price lower than the psychological price barrier. F3 General pricing strategies include prestige pricing, pre-emptive pricing, product line pricing, and age discrimination pricing. FPromote expenditure household dynamic personnel inelastic saturate Vital expertise solicit routine criterion component niche commercial accentuate subtle bonus intensity merchandise distribute intermediate accelerate specification vendor inventory optimal psychological proposal commit brochure deteriorate augment perishable prototype evaluate motivate premium vertical skim。
