Peak Expands International Advertising Presence in New York's Times Square
英汉《营销学》常用词汇二
Ggames ⽐赛gap 差距gatekeepers 信息传递者general behavioral descriptors ⼀般⾏为变量General Electric (GE) 通⽤电⽓General Foods Corporation 通⽤⾷品general merchandise discount chains ⼤众商品折扣连锁店General Motors 通⽤汽车geodemographics 区域⼈⼝统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须⼑global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总⽬标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰⾊市场gross domestic product (GDP) 国内⽣产总值gross margin ⽑利gross national product (GNP) 国民⽣产总值gross profit ⽑利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品⽣命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦（世界时装品牌）HHaagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) （美国）卫⽣保健组织heavy buyer ⼤客户Heileman Brewing CompanyHeinz 亨⽒⾷品helpfulness 有益性Henkel 汉⾼Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers ⾼利润/低周转率的零售商high market share global strategy ⾼市场份额全球战略high-contact service system ⾼接触服务系统high-involvement product ⾼参与产品high-involvement purchase ⾼参与购买hight market share ⾼市场份额战略Hilton 希尔顿Holiday Inns 假⽇旅馆homogeneous market 同质市场Honda 本⽥household/family life cycle 家庭⽣命周期household 家庭hybrid technology 混合技术IIBM 国际商⽤机器idea generation 创意的产⽣/⽣成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯⼯具⼚image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources ⾮个⼈的信息来源implementation and control of marketing programs 营销计划的执⾏和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收⼊increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个⼈价值industrial goods & services ⼯业产品和服务industrial goods channels ⼯业品分销渠道industry attractiveness ⾏业吸引⼒industry attractiveness-business position matrix ⾏业吸引⼒-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信⾏业infomercials 商业信息⼴告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个⼈家庭访谈in-house use tests 内部使⽤测试innovation 创新innovativeness 创新性installation 设施in-store display 店内展⽰in-store positioning 店内布局in-store promotion 店内促销intangibles ⽆形integrated marketing communication plan (IMC) 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多⽬标市场间的相互作⽤interactive media 交互式媒体interest rates 利率internal data sources 内部数据来源internal marketing 内部营销internal organizational structure 内部组织结构 international advertising 国际⼴告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品⽣命周期的推出阶段inventory level 库存⽔平investor relations advertising 投资关系⼴告issue advertising 观点⼴告JJaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强⽣joint ventures 合资jury of executive opinion ⾏政管理⼈员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排KKao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客户管理key accounts 关键客户key benefits 核⼼利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu ⼩松公司Kraft 卡芙Llaboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation ⽴法legitimate power 法定权level of compensation 酬⾦⽔平level of technical sophistication 技术的复杂程度Levi Strauss 李维·史特劳斯Levi's 列维斯（全球的⽜仔服制造商）lexicographic model 词典编纂模型lifestyle ⽣活⽅式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登（法国时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技Mmacro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives ⽣产商的代理商/销售代表manufacturers' export agents (MEA) 制造商出⼝代理manufacturers' sales offices/branches ⽣产商的销售办事处/分⽀机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引⼒因素market attractiveness 市场吸引⼒market attractiveness/business position matrix 市场吸引⼒/业务地位矩阵market circumstances 市场环境market demorgraphics 市场⼈⼝分布/统计特征market dimension 市场量度market entry strategies 市场进⼊战略market exclusion 市场排斥market expansion strategy 市场扩张战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳⼊market leaders 市场market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜⼒测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting ⽬标市场选择market 市场marketability 市场开拓能⼒market-entry strategies 市场进⼊战略marketing action plan 营销⾏动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销⾏为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策⽀持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销⽣产⼒领域的审计marketing program components 营销计划内容marketing program 营销计划/⽅案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy ⼤规模市场渗透战略mass-market strategy ⼤市场战略matrix organizational structure 矩阵组织结构Matsushita ⽇本松下电⼦mature conformists 成熟的随⼤流者mature markets 成熟市场mature stage of product life cycle 产品⽣命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS (Marketing-Decision Support System) 市场决策⽀持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫⽣服务Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA ⽶勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多⽅⾯来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重⼯modified rebuy 调整再购monosegment positioning 单⼀细分市场定位Monsanto 孟⼭都农业⽣物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任NNabisco Biscuit 纳贝斯克饼⼲公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC ⽇本电⼦Nescafé 雀巢咖啡Nestlé 雀巢net sales 净销售额network computer (NC) 络计算机new business selling 新业务销售new buy 购⼊新产品new entrants 新进⼊者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name ⽆品牌的品牌名称no-frills product ⽆虚饰产品noise in communication system 传播系统中的噪⾳non-financial rewards ⾮物质性奖励措施non-probability sampling ⾮概率抽样non-profit organization ⾮盈利组织non-store retailing ⽆店铺零售业number of stockouts 迟滞数⽬Oobject-and-task method of promotion budgeting ⽬标-任务促销预算法objectives and strategy area audit ⽬标与战略领域的审计objectives 具体⽬标observation 观察法occupancy costs 房屋占⽤成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧⽶加on-air testing ⼴播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克（⽯油输出国组织）opening relationships 建⽴关系operating supplies ⽣产供应品operational excellence 运作管理⽔平opinion leaders 意见opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中⼼organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外⼴告媒体overall cost leadership 全⾯成本overheads ⽇常开⽀overseas direct investment 海外直接投资ownership of new product 新产品所有权。
英语广告中双关语的运用技巧及翻译 Punning and the Translation of Puns in English Advertisements
Punning and the Translation of Puns in English Advertisements 英语广告中双关语的运用技巧及翻译摘要双关语是英语广告中一种较为常见的修辞手段。
英语广告中的双关语形式多种多样。
双关语的翻译本身就是一个难点；而广告中双关语的翻译则更加复杂，因为除了语意双关之外，还需要考虑到广告本身的风格特点。
本文探讨了一些英语广告中双关语的运用技巧及翻译，从语音双关、语义双关、语法双关和成语、俗语双关等几方面对双关语的运用技巧作了阐述。
并在考虑双关语的双重含义及广告语体风格的基础上，从契合译法、灵活表义法、加注法、直译法和补偿译法等方面对英语广告双关语的翻译作了初步的探讨。
AbstractPunning is one of the most common rhetorical devices used in advertisement. There are various ways to form puns in advertisements. The translation of puns is difficult because of the double meanings, and the translation of puns in advertisements is even more difficult because one must keep both the double meanings of a pun and the style of the advertisement in mind. This paper is about the techniques of punning and the translation of puns in English advertisements. It expresses the technique of pun by the ways of homophonic pun, homographic pun, grammatical pun and idiom pun. And this paper has some preliminary discussions in punning of English advertisement through the methods of conjunct translation, nimble translation, replenishment translation, transliteration, compensate translations.[Key Words] advertising language; pun; translationContents1. Introduction (5)2. The Puns in English Advertisements (5)2.1 Homophonic Pun (5)2.1.1 Close Sound Pun (5)2.1.2 The Same Sound Pun (6)2.2 Homographic Pun (7)2.3 Grammatical Pun (9)2.3.1 Puns Created by Different Collocations (9)2.3.2 Puns Created by Different Understandings of the Same Words (9)2.4 Idiomatic Pun (10)3. Translations of Puns in English Advertisements (11)3.1 The conjunct translation (11)3.2Nimble Translation (12)3.3Replenishment Translation (13)3.4Transliteration (14)3.5Compensative Translations (16)4. Conclusion (17)1. IntroductionWhat is advertising? Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or idea by identified sponsors through the various media. [1]p4 Whether it is goods advertisement or public service advertisement, the creation of the advertisement is a comprehensive art. The creation of the advertisement involves sociology, aesthetics, psychology, sound of electricity, literature and linguistics etc. The skills needed in this art are more than other forms of writing. It shows the vivid and interesting characters by the principle of salesmanship. And it has special communication to bring the reader''s attention in a moment, stimulates the desire of buying and facilitates the behavior of buying finally. Therefore, the using of precision and appropriate in advertising literary language will make the influence of advertising language far beyond the advertisement itself. The rhetorical of pun is a common skill, in creating advertisement. The pun, in Italian, “puntiglio” means “a fine point,” hence a verbal quibble, and is most likely the source of the English punctilious. A pun is defined by Webster as “the humorous use of a word, or of words which are formed or sounded alike but have different meanings, in such a way as to play on two or more of the possible application; a play on words.”[2] As the game of words, pun will leave a deep impression on readers by its readability, wit, and humor. Therefore it is used in the advertisement with a large amount.2. The Puns in English AdvertisementsThere are many kinds of puns exist in English advertisements. In this paper, four mainly types of them are talked. There are homophonic puns, homographic pun, grammatical pun and idiom pun.2.1 Homophonic PunHomophonic means two or more words are of the similar or same sound.Because “There exist no information channels of bilingual conversion at the sound level” [3] the partial sound puns are always seen in the daily life. It concludes close sound pun and the same sound pun.2.1.1 Close Sound PunClose pun means pairs or more of words having the same sound but different meanings.(1) AN ideal marriage is one in which the wife is a treasure and the husband treasury.理想的婚姻—太太是宝贝,而先生是金库.(2) Nowadays, a pair of dice is made a paradise如今，一副股子就可以成为乐园In the two examples above, both the two advertisements successfully convey the satirical tones of the two English sentences. Nevertheless, neither“宝贝，金库”nor“股子,乐园”reflect the partial tones of “treasure, treasury”and “pair of dice, paradise”. It just put one layer of the double meaning into Chinese and the pun affect disappears without any trail.(3) Centrum with beta-caroteneFrom A to ZincMore Complete [4] P15富含胡萝卜的珍多美，从A到锌，应有尽有，营养更全，口味更新！This is one of food advertis ement named centum. “From A to Zinc” harmonics with the English phrase “From A to the Z”, the latter meaning refers “comprehensively, complete”. The pun here wants to explain this kind of food nutrition rich in prominent, all contains from Vitamin A (namely carrot element) to the zinc element, has the extreme power of persuasion..2.1.2 The Same Sound PunThe same sound pun means the words have the same sound but have different meanings.（4）Have a nice trip, buy-buy![5]祝君旅途愉快，拜拜/快买！“Buy-buy” is a varied spelling, and it unison with “bye-bye”. Airport store says goodbye to the passenger, the purpose is that reminds everybody to buy a present or other thing to bring with just before leaving. “Buy-Buy”! Forms in one''s mind ingeniously, humorous to be humor ous, makes one thump the table and shout praise.（5）Forget hot tasteOnly Kool, with pure menthol has the taste of extra coolnessCome up to Kool.[6]P49忘掉辛辣的感觉，只有“酷”牌，纯正的薄荷口味给你特别清凉的酷酷感觉，想酷你就来！This is one of the cigarette advertisements, in sentence “kool” is a unison pun, it both refer to cigarette and the cool feeling. In order to prominent product out of the ordinary cool characteristic, the advertisement maker fabricats word “kool” to take the cigarette’s name, using the “cool” unison, and the “hot” in first sentence also further strengthened this “cool” meaning, contrasts the Kool sign cigarette by the consumers to the “cool” feeling in the mouth.(6) Foyled again? Try Dillon.[7]又失望了？那就来Dillon书店看看吧。
亚马逊商业模式
Relationships matter [Strategy Cont…]
• Customers – Effective Process management – Satisfied Customer – Low costs • Competitors – Turn them into collaborators – Superior Technology Platform – value for competitors to use the platform, advantage for Amazon to offer wider choice • Collaborators – Amazon Marketplace – Customers and retailers can sell their new and old items – Amazon Merchants – Larger third party Merchants – Amazon Affiliate Programme- Amazon Associates – Advertising Amazon‟s Products on website.
营销学必备英语词汇
营销学必备英语词汇AA. C. Nielson 尼尔森市场研讨公司absorption of costs 本钱分配accesibility 可进入性accessory equipment markets 隶属设备市场account management policies 客户管理战略Acer 宏基acquisition new-product development strategy 新产品开发收买战略activity-based costing 以活动为基础的本钱系统adaptability 顺应性adaptation to market variations 顺应市场变化adaptive positioning 顺应性定位additions to existing product lines 现有产品线的添加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系adopter categories 推销者的类型adoption process 推销进程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理品德advertising feedback 广告反应advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源advertising 广告aerobic enthusiasts 增氧健身运动喜好者aesthetics 美感affinity club 同族俱乐部after tests 预先测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美公营销协会职业品德规范Amazon 亚马逊公司American Airlines 美国航空公司American Express 美国运通American Marketing Association 美公营销协会Amoco 阿莫科〔英国石油公司〕analysis of data 数据剖析analyzer strategy 剖析者战略Anderson 安达信annual marketing plan 年度营销方案annual requirement purchasing arrangement 年度推销需求方案anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地域结构aspiration/expectation level 盼望/希冀水平aspirations of consumers 消费者盼望assurance 保证AT&T 美国电报公司ATM (automatic teller machine) 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动效劳automobile industry 汽车产业autonomy 自主权availability 可取得性/供货才干avante guardian 前卫派Avon 雅芳awareness 〔产品〕知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物买卖basic physical needs 基本生理需求Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为剖析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 生物革命birth rate 出生率blanket purchase order 一揽子推销合同blind-paired comparison testing 双盲比拟测试Blockbusterblue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌看法/认知brand extensions 品牌扩展brand loyalty 品牌忠实度brand mark 品牌标志brand name 品牌称号brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡剖析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局Burger King 汉堡王busines strength rating 商业才干评分business plan 商业方案business position 运营位置business sector 商业部门business services markets 商业效劳市场business strategies 运营战略business unit strategy 运营单位战略Business Week «商业周刊»buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价讨价才干buyers 推销者buying behavior 购置行为buying center 推销中心buying inertia 购置惯性buying intention 购置意图buying offices 连锁商店的进货中心buying power indes (BPI) 购置力指数buying situation 推销状况/类型buying task 推销义务Ccable TV 有线电视Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道抵触channel decisions 渠道决策channel functions 渠道功用channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目的channel of distribution 分销渠道channel power 渠道权利channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传达渠道Charles Snow 查尔斯·斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选择规范Christian Dior 克里斯汀·迪奥〔世界著名古装品牌〕Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 完毕销售clothing retailers 服装批发商CNN 美国有线旧事网co-branding 结合品牌code of ethics 〔职业〕品德规范coercive power 强迫权cognitive dissonance 看法的不协调Colgate-Palmolive 高露洁collection of data 数据搜集collection 收款co-marketing alliances 结合营销联盟combination compensation plan 结合式薪酬方案Comdex 计算机展销会commercialization 商业化commitment 承诺communication channels 传达渠道communication process 传达进程communication 信息交流/沟通communications media 传达媒体company personnel 公司员工Compaq 康柏comparative advertisements 比拟广告comparison of brands 品牌比拟compensation deals 补偿处置compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演化competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive (supply-side) evolution 竞争〔供方〕演化competitive factors 竞争要素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/才干competitor analysis 竞争者剖析complaint handling 赞扬处置component materials and parts markets 组成资料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研讨conditions of demand 需求状况conflict and resolution strategies 抵触和处置战略conformance to specifications 与规格分歧conformance 分歧性confrontation strategy 对立战略conjoint measurement 结合测度法conjunctive model 结合模型consumer decision-making 消费者〔购置〕决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变方案contract construction 契约修建业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤离战略contractual entry modes 契约式进入形式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边沿贡献〔贡献毛利〕剖析contributrion margin 边沿贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 效劳的便利性Cool Whip 清凉维普co-operative advertising 协作性广告co-ordination and conflict resolution 协调与抵触处置co-production 协作消费core benefit proposition (CBP) 中心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司〔运营〕范围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 集团/社会公共机构广告corrective action 矫正举动cost analysis 本钱剖析cost effectiveness 本钱有效性cost leadership strategy 本钱抢先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of competitors 竞争者本钱costs of distribution 分销本钱countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关批发商的销售范围credibility 信誉credit terms 信贷条款critical assumptions 关键假定cross-elasticity 交叉弹性customary pricing 习气性定价法customer analysis 顾客剖析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠实度customer need 顾客需求customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保管customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客效劳customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价钱敏感度customizing 定制Ddata collection 数据搜集data confidentiality 数据保密data research 数据研讨data sources 数据来源dealers 经销商deceptive advertisements 诈骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 进攻型战略defensive new-product development strategy 进攻性新产品开发战略defensive positioning 进攻性定位delivery time 交付时间delivery 配送Dell Computers 戴尔计算机公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 牢靠性deregulation 抓紧控制derived demand 衍生需求descriptive research 描画性研讨design decisions 设计决策desired percentage mark-up on retail 预期批发利润率desired percentage return 预期报答率determinant attributes 关键属性determinants 决议要素different responses 差异反响differentiated defender strategy 差异化进攻战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新分散实际dimension 要素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性剖析direct mail 直接邮寄direct marketing via advertising media 经过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价战略discriminant analysis 差异剖析法discriminatory adjustments 歧视价钱调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分别模型display space 陈列空间disposable income 可支配支出dissonance-attribution hierarchy 不谐和-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目的distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销战略distribution 分销distributor/store (private lables) brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤离divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国际目的市场定位的营销战略dropping products 坚持产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication 〔媒体〕重复DuPont 杜邦公司durability 耐用性Eearly vs late adoption 早期推销与前期推销earnings per share 每股收益economic and technological factors 经济技术要素economic power 经济权economies of scale 规模经济education services 教育效劳effectiveness 有效性efficiency 效率Electrolux 伊莱克斯emergency goods 急需品Emerson Electric 爱默生电气emotional appeals 情感诉求empathy 移情作用empirical evidence 阅历性实例empowerment 授权encoding 编码end use 最终运用endorsement 赞同engineering 〔产品〕工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处置environment factors 环境要素environmental scanning 环境扫描/剖析environmental strategy 环境战略establishment 机构ethical audit 〔公司〕伦理审计ethics of marketing 营销伦理品德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评价与奖励体系evaluation and selection of supplier 评价和选择供应商evaluation of alternatives 评价替代品/各种选择evaluation of brands 品牌评价event sponsorship 事情资助event 活动everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演化exchange 交流exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展现广告媒体existing market 现有市场exit barriers 参与壁垒expansion path 扩张途径expectation measures 〔顾客〕预期测度expectations of customers 顾客希冀expected unit sales 估量产量expected value 希冀价值experience curve 阅历曲线experimental research 实验性研讨expert power 专长权exploratory research 探求性研讨export agents 出口代理〔商〕export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩展运用战略extending volume growth 扩展市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋向推测法Ffacilitating agencies 辅佐/中介机构factor analysis 要素剖析法fads 时兴family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods (FMCG) 快速变化的消费品fear appeals 恐惧/顾忌诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code 〔FTC) 联邦贸易法案FedEx (Federal Express) 联邦快递feedback data 反应数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定本钱fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战役品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 跟随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 方式/规范化formulate 制定fortress/position-defence strategy 进攻堡垒战略Fortune «财富»杂志forward integration 向前一体化franchise systems 特许系统franchising 特许运营free call numbers 收费号码free goods 收费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全本钱盈利性剖析full-service wholesalers 全方位效劳的批发商functional competencies and resource allocation 职能才干与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功用功用functional strategy 职能战略Ggames 竞赛gap 差距gatekeepers 信息传递者general behavioral descriptors 普通行为变量General Electric (GE) 通用电气General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 天文调整geographic distribution 天文散布geographical organization of sales force 按地域组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制global markets 全球市场global niche strategy 全球时机战略global standardization strategy 全球规范化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩张goals 总目的going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府推销者government market 政府市场government regulation 政府控制greenhouse effect 温室效应grey market 灰色市场gross domestic product (GDP) 国际消费总值gross margin 毛利gross national product (GNP) 国民消费总值gross profit 毛利gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growing markets 生长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的生长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场指导者的市场增长战略growth-market strategy 生长性市场战略growth-market targeting strategy 生长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦〔世界著名古装品牌〕HHaagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review «哈佛商业评论»harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) 〔美国〕卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头〕Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的批发商high market share global strategy 高市场份额全球战略high-contact service system 高接触效劳系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术IIBM 国际商用机器idea generation 创意的发生/生成ideas for new products 新产品创意/设想idea-screening process 创意挑选进程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 笼统定价imitative positioning 模拟定位imitative strategy 模拟战略impact evaluation 影响评价impersonal sources 非团体的信息来源implementation and control of marketing programs 营销方案的执行和控制implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 激动购置impulse goods 激动购置品incentives 鼓舞income 支出increased penetration strategy 添加浸透战略indirect costing profitability analysis 直接本钱盈利性剖析individual brand 一般品牌individual value 团体价值industrial goods & services 工业产品和效劳industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务位置矩阵industry dynamics 产业静态industry evaluation 产业评价industry evolution 产业演化inelastic 缺乏价钱弹性influencers 影响者infocommunications industry 信息通讯行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 团体家庭访谈in-house use tests 外部运用测试innovation 创新innovativeness 创新性installation 设备in-store display 店内展现in-store positioning 店内规划in-store promotion 店内促销intangibles 有形integrated marketing communication plan (IMC) 整合营销传达方案integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场位置的集中水平intensity 集中水平intensive distribution 密集型分销interactions across multiple target markets 多目的市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 外部数据来源internal marketing 外部营销internal organizational structure 外部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 效劳的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观念广告JJaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧留意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及时推销布置KKao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken (KFC) 肯德基key account management 主要客户管理key accounts 关键客户key benefits 中心利益key environmental issue identification 确定主要的环境效果key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙Llaboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律效劳legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂水平Levi Strauss 李维·史特劳斯Levi's 列维斯〔全球最大的牛仔服制造商〕lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限效劳的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 临时记忆lost customer 失掉的顾客Louis Vuitton 路易·威登〔法国著名时兴品牌〕low-contact service system 低接触效劳系统low-cost defender 低本钱进攻型low-cost position 低本钱位置low-involvement hierarchy 低参与水平层级结构Lucent Technologies 朗讯科技Mmacro risks 微观风险macroenvironment 微观环境macrosegmentation 微观细分mail-order retailers 邮购批发商maintaining market share 坚持市场份额maintenance strategy 坚持战略management overhead 管理费mandatory adaptation 强迫性顺应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 消费商的代理商/销售代表manufacturers' export agents (MEA) 制造商出口代理manufacturers' sales offices/branches 消费商的销售办事处/分支机构manufacturing process 制造进程manufacturing 制造业market aggregation strategy 全体市场战略market attractiveness factors 市场吸引力要素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务位置矩阵market circumstances 市场环境market demorgraphics 市场人口散布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排挤market expansion strategy 市场扩张战略market factors 市场要素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场归入market leaders 市场指导者market measurement 市场测量market opportunity analysis 市场时机剖析market oriented 以市场为导向的market position factors 市场位置要素market positioning analysis 市场定位剖析market potential measurements 市场潜力测度market research 市场研讨market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目的市场选择market 市场marketability 市场开拓才干market-entry strategies 市场进入战略marketing action plan 营销举动方案marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传达marketing concept 营销观念marketing control 营销控制marketing decision support systems (MDSS) 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销进程和职能marketing function area audit 营销功用范围的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销战略marketing productivity area audit 营销消费力范围的审计marketing program components 营销方案内容marketing program 营销方案/方案marketing relationship 营销关系marketing research 营销研讨marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价钱Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场浸透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu****a 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司〔前世界通讯公司〕MDSS (Marketing-Decision Support System) 市场决策支持系统measurability 可测度性measure or index 测量目的measurement criteria 计量规范media audiences 媒体受众medical and health services 医疗卫生效劳Medico Containment Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国际贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company (3M) 明尼苏达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/品德诉求morals 品德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations (MNCs) 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多要素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任NNabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国际市场National Semiconductor 美国国度半导体公司natural products 自然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer (NC) 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新资料New Prod screening model 新普罗德挑选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek «旧事周刊»new-task buying 全新推销new-to-the-world products 世界性新产品niche penetration strategy 壁龛/时机市场浸透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌称号no-frills product 无虚饰产品noise in communication system 传达系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺批发业number of stockouts 迟滞数目Oobject-and-task method of promotion budgeting 目的-义务促销预算法objectives and strategy area audit 目的与战略范围的审计objectives 详细目的observation 观察法occupancy costs 房屋占用本钱occupation/position 职业/职位odd pricing 奇/余数定价法OEM (original equipment manufacturer) 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消买卖Omega 欧米加on-air testing 广播测试OPEC (Organization of Petroleum Exporting Countries) 欧佩克〔石油输入国组织〕opening relationships 树立关系operating supplies 消费供应品operational excellence 运作管理水平opinion leaders 意见指导者opportunity cost 时机本钱opportunity identification 时机识别opportunity/threat matrix 时机/要挟矩阵order cycle time 订货周期order processing 订单处置organisational level 组织层次organizaitonal requirement planning 组织需求方案organization area audit 组织范围的审计organization buying center 组织推销中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织推销organzational structure 组织结构outdoor enthusiasts 户外运动喜好者out-of-home media 户外广告媒体overall cost leadership 片面本钱抢先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品一切权PPacific Electric 太平洋电气packaging 包装panel of experts 专家小组parentage 渊源parties involved 交流中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 浸透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/了解perceptual (product) pisitioning 感知〔产品〕定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 理性的警觉performance dimension 业绩规范performance evaluation 业绩评价performance measures 表现/业绩测度performance objective 绩效目的performance standards 绩效规范performance 功用perishability 非耐久性personal selling 人员推销personal sources 团体的信息来源personnel development 人力资源开发persuasive 压服性的pharmaceuticals industry 医药行业physical (product) positioning 物理〔产品〕定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点成效planning and control system area audit 方案与控制系统范围的审计point of sale information 销售点信息point-of-purhcase (POP) promotion 推销点促销point-of-sales (POS) data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋向portfolio models for resource allocation 资源配置的资产组合形式position intensity 位置集中水平positioning 定位possession utility 拥无成效post-purchase dissonance 购置后的不协调post-purchase evaluation 购置后评价post-purchase/after-sale service 售后效劳potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目的市场power in distribution 分销权利power of buyers 购置者才干power of suppliers 供应商才干predatory pricing 掠取性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研讨price discrimination 价钱歧视price elasticity of demand 需求的价钱弹性price fixing 价钱设定price leaders 价钱指导者price lining 价钱陈列定价法price promotion 价钱促销price quotation 报价price sensitivity 价钱敏感度price structure 价钱结构price 价钱price/earnings ration 价钱/收益比price-off promotions 降价促销price-setting process 定价进程pricing adjustments 定价调整pricing policies 价钱战略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM (Potential Rating Index for Zip Markets) 按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定效果problem identificatioin 确定效果process management 进程管理Procter & Gamble (P&G) 宝洁公司product line 产品线product availability 产品的可取得性product category 产品类别product class 产品类别product decisions 产品决策。
网络营销策略分析外文翻译文献
网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。
商务英语——精选推荐
商务英语1.How can a Chinese Brand product be successfully promoted to theglobal market?For many years, China's products are well-known for their cheapness. In terms of the sales amounts, Chinese products will certainly be thefront-runners, however, if measured by brand, Chinese enterprise will fall behind.So , we need to promote Chinese Brands. But many of the domestic brands did not pay much attention to the core value of brand. Although a lot of advertising investment promoted the sales of the products, the core value of the brand is not reflected and improved.As a result, we need to pay more attention to the enterprise management, innovation system, and core technology. Only in this way, can we hope to establish our own brand and reach the world first-class level in every aspect.How can we to promote our Chinese brands in the global market?Firstly ,we should Creating a brand, which involve six parts :(1)Brand identity: describes the company’s strategic intention for the brand, its uniqueness, meaning and values, and how the brand aims to be positioned in the marketplace.(2)Brand image: the picture of the brand in the minds of customers and stakeholders. It refers to the way customers and stakeholders decode all the signals provided by a given product, brand, company or even country.(3)Brand audit (profound understanding based on data, experience and other insights)The purpose of the brand audit is to provide the management with an overall analysis of the brand from internal and external sources.(4)Brand identity (the strategic charter of the brand) it provides customers with a clear sense of what the brand stands for, its essence, promises and personality(5)Brand strategy (intended direction linked to corporate strategy)(6)Brand implementation (the messages and channels of communication)Secondly we can use these 10 steps to make the brand promoted to the global market：1. The CEO needs to lead the brand strategy work2. Build your own model as not every model suits all3. Involve your stakeholders including the customers4. Advance the corporate vision5. Exploit new technology6. Empower people to become brand ambassadors7. Create the right delivery system8. Communicate9. Measure the brand performance10. Adjust regularly – be your own change agentWe should increase the brand building awareness and foster a sound environment for brand building; improve the products quality; step up efforts in brand appraisal, and enlarge the market.2.Analysis of cultural barriers in intercultural communication andthe solutions to deal with conflicts.Answer:Intercultural Communicating across cultures carries many challenges. These several factors can make a significant difference when communicating with individuals from another culture:（1）Differences in non-verbal behaviourCultural differences in non-verbal behaviours are a common source of misunderstandings and conflict in the workplace. For instance, many westerners like to make eye contact, interpreting it as an indication of interest and honesty. However, in some cultures, averted eyes and non-demonstrable behaviour are a sign of courtesy and respect.(2)Personal spaceDifferent cultures can take significantly different approaches to personal space, and a lack of cultural understanding can make some individuals uncomfortable and insult others. People from different cultural backgrounds may have different'comfort zones'——some like more distance, some like to get closer.(3)Religion:In many cultures, religion differences need to be respected and the needs associated with religious commitments understood .Clear communication on both sides about these issues is to be encouraged.(4)TimeDifferent cultures maintain markedly different approaches to time, and communicators who don't understand a culture's time orientation may experience difficulty building relationships in that culture. Though Americans view time as a commodity, other cultures take a much more lax approach to the subject.(5)Personal appearanceGrooming, eating habits and dress varies in different cultures. we should handle these issues sensitively and proactively to avoid unnecessary conflict and distress.Solution: (1)observing without judgement: observations are things ones see.judgement is your reaction.we should be open-minded and optimistic may leave one more room to adapt to the host culture.(2) developing cross-cultural awareness: react in a way that is most culturally appropriate. Be familiar with some basic codes of different cultures.(3)respecting the other culture properly:you can get some knowledge before communication,or you can talk to the natives to know the local culture.And I think it's always well to Keep in mind that attitudes and communicative behaviours are not neutral but strongly conditioned by cultural values.3.What factors can be attributed to KFC’s success in the mainland?As the case in the book,KFC failed in HongKong at first, because it just didn't attract the customers. But after several years later, kfc adjusted its marketing strategy and targeted its products at customers aged between 16and 39.Now,KFC has been one of the most famous international brands in china,not only in hk,but also in the mainland.The main reason is kfc's speed of decision making and action implementation.KFC’s success can be attributed greatly to the fact that it has repositioned itself, over time as a foreign brand with local characteristics:(1)From an advertising perspective, specifically TV advertising,KFC expanded its target market focus to include family and friends of all age brackets.(2)KFC in China has adopted a localized approach by localizing staffing, localization of menu and localization of management practices. The firms trying to enter the market back then to have an understanding of China and the Chinese cultural context , this is especially important if you are in the consumer goods industry.(3)KFC product localization. now they provide old Beijing chickenroll,Chinese-style breakfast this kind of Chinese-style food to suit Chinese taste.So, till now, KFC has been positioned in China as a Western brand, even an American brand, with Chinese characteristics.Over the years, KFC China’s branding strategy has been modified through product localization and differentiated marketing practices.4.What are some common problems with translation? Give reasons for why these problems take place. What does a translator or an interpreter need to know to be effective?1、The cultures provides the people with the way of seeing things, way of thinking, hearing and interpreting the world. If the language is different, that worsens the situation because of the process of translation used to communicate which leads to a greater potential misunderstanding. there are some common problems with translation:(1)Language problems: such as Stylistic differences,Slang, idioms etc.(2)Problems text source: such as Misspelled text,ambiguity or incomprehensibility text(3)Others:Rhymes, poetic meters, and puns, Words commonly known in one culture but unknown by the layperson in another culture.2、Reason: because translation generally refer to the process of producinga written text that refer to something said and written in another language.As we know it is not easily rendered into another language in a word-to-word equivalence,and we may have a different understanding of the language.so may have some problem.3、Translators are often required to be knowledgeable about specific content areas,highly educated and posses a comprehensive vocabulary of a specific subject area.Interpreters need a high level of fluency in both of the language being used is obviously necessary,as well as the ability to discern any emotional fluctuations in the speaker's voice, which can vary between culture.they need to be able to convey style, tone, and cultural fluidity.。
房地产英语(一)_英语题库
房地产英语（一）_英语题库入世以后，跨国房地产交易越来越多，涉外交易动辄千百万；地道、准确、符合国际惯例的房地产英语无疑是促成交易、避免误解的必备条件，特别是对于一个出色的房地产代理商来说，其重要性就更为突出。
After China’s entry into WTO,foreign estate trade expands rapidly with large sum of dollars often involved,thus a good command of estate English in conformity with international practice becomes more essential,especially to an outstanding real estate agent.Chapter 1.Residential Flat第一章住宅物业1.Residential Flat For Sale1.出售住宅物业Scene:ABC Properties Company,Tai Koo Shing Branch场景：ABC地产代理公司太古城分行A：Agent-James Wilson物业代理詹姆士·威尔逊B：Client-Mr Johnson客户约翰逊先生A：Good morning,Sir.Have a seat please.先生，早晨好，请坐。
B：I would like to know the state of the residential property market right nowbecause I have an apartment to sell.我想知道现时住宅物业的市场情况，因为我想把我的住宅出售。
没问题，这是我的名片，我叫詹姆士·威尔逊。
让我向你解释一下住宅物业的市场情况，最近数月住宅物业需求甚殷，住宅物业的价格上升了差不多两成。
(2022年)河南省鹤壁市大学英语6级大学英语六级真题(含答案)
（2022年）河南省鹤壁市大学英语6级大学英语六级真题(含答案)学校:________ 班级:________ 姓名:________ 考号:________一、1.Writing(10题)1. Directions: For this part, you are allowed thirty minutes to write a composition on the topic My View on Job.Hopping. You should write at least 120 words and you should base your composition on the outline (given in Chinese) below:1. 有些人喜欢始终从事一处工作，因为……2.有些人喜欢经常更换工作，因为……3.我的看法。
2. Directions: The following table gives statistics showing the aspects of quality of life in five countries. Write a composition describing the information in the table below. You should write at least 150 words.3. Directions: For this part, you are allowed thirty minutes to write a short essay entitled Internet. You should write at least 150 words following the outline given bellow.1. 上网给人们带来的益处；2. 上网给人们带来的负面影响；3. 我的看法。
Internet4. Directions: For this part, you are allowed 30 minutes to write a composition on the topic Class Skipping in Colleges. You should write at least 150 words following the outline given below in Chinese:1. 目前大学生逃课现象很普遍2. 分析大学生逃课的原因3. 你对这一现象的看法Class Skipping in Colleges5. Directions: For this part, you are allowed, 30 minutes to write a short essay entitled What a College Education Means to Me. You should write at least 150 words following the outline given below:1. 学习一向优异，理所当然应进大学深造2. 大学是满足求知欲的最佳场所3. 大学生活能开阔视野，提高思想境界4. 高等教育为开创职业生涯做好准备6. Directions: For this part, you are allowed 30 minutes to write a short essay entitled Beijing Olympics V olunteers in My Eyes. You should write at least 150 words following the outline given below:1. 奥运志愿者所需具备的素质2．为什么参加奥运志愿者活动3．志愿者工作需要付出，但值得一做Useful words and expressions:志愿者: volunteer (n./v.)申请: apply for, application (n.)招募: recruit (v.), recruitment (n.)7. 1. 如今的大学毕业生面临的职业选择：兴趣重要还是工资重要2. 你的观点3. 结论Salary or Interest8. For this part, you are allowed 30 minutes to write a short essay entitled Does Grades Mean Ability? You should write at least 150 words following the outline given, below:1. Some people think that grades is the way to show one's ability.2. Others hold that grades may not necessarily mean ability.3. Your opinion.9. Directions: For this part, you are allowed 30 minutes to write a composition on the topic: Ability and Good Looks. You should write at least 150 words following the outline given below:1．老一辈常说，能力比相貌重要2．如今很多人却认为相貌比能力重要3．你的看法10. Directions: For this part, you are allowed 30 minutes to write a short essay entitled A Cover Letter. You should write at least 150 words following the outline given below.1. 你是如何得知招生信息的2. 自我推荐并说明选择该校的理由3. 希望得到该校的回复二、2.Reading Comprehension (Skimming and Scanning)(10题)11.The distance the FedEx Express' carriers cover a day equal to ______.12.You are suggested not to be the first to show up in an American party, otherwise others will think you have no life of your own.A.YB.NC.NG13.During the dispute process between the seller and the buyer, eBay plays the role of______.14. An increasing percentage of the old population may partly increase ______.15. Originally the creator intended to use Auto-Tune to ______.A.change a poorly-sung song into a perfect oneB.make everyone sing like a professional singerC.inject some vitality into the pop industryD.bring the flaw of pop songs into public16. Which of the following is not a big advantage of swimming according to the passage?A.Water reduces the pressure on people's joints.B.Swimming works most of the major muscles.C.Water can greatly increase people's fitness.D.Swimming can burn the fat quite effectively.17.People resumed their interest in natural gas as a fuel as a result of ___________ of the late 1960s and early 1970s.18.A nonviolent offender can choose ______.19.You should pay special attention to the first six questions of the 12 questions because they make up the base on which ______.20.Policemen, firemen and emergency doctors all can be called first responders.A.YB.NC.NG三、3.Listening Comprehension(10题)21.Section BDirections: In this section, you will hear 3 short passages. At the end of each passage, you will hear some questions. Both the passage and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A, B, C and D.听力原文：Public television in America grew out of the many local stations that broadcast educational programs in the 1950s. In 1967 Congress passed the Public Broadcast Act. The goal of this law was to provide educational programs for all Americans. There is a major difference between public television and commercial television. (26)Commercial television programs are paid for by companies that advertise their products or services during the program. Public television programs do not have such advertising messages. Another difference is that commercial television is pressured by advertisers to broadcast programs popular with huge groups of people. These include comedies and game shows. Public television does not face such pressures.(27)It can broadcast programs of interest to smaller groups of people. These programs are often more unusual, creative and experimental than programs broadcast on commercial television.Public television in America presents many kinds of programs. There are news and opinion programs. There are films about social and historical events. And there are shows about science and nature. (28)There are shows to teach people how to cook, grow vegetables or fix a house. There are many drama programs produced in Britain．And there are programs that present the music, dance and theater of America.So many local American people enjoy the public television, most of the time, they spent the day or their leisure time on it and also got the information from the programmes.(27)A.The government.panies that advertise their products or services.C.Huge groups of audiences.D.A smaller group of people.22.(39)23.(24)A.A two-bedroom apartment.B.A sofa.C.A chair.D.A roommate.24.(44)25.听力原文：It's common knowledge that music can have a powerful effect on our emotions. In fact, since the 1930s, music therapists have relied on music to calm patients and help control pain. Now psychologists are confirming that music can also help relieve depression and improve concentration. For instance, in a recent study, 50 surgeons were given some high-stressed math problems to solve. They were divided into three groups: one worked in silence, and in another, the surgeons listened to music of their choice on headphones; the third group listened to classical music chosen by the researchers. The results of the study may surprise you. The doctors who got to choose their own music experienced less stress and scored better than the others. One possible explanation is that listening to the music you like stimulates Alfa waves in the brain, increases heart rate and expands breathing. That helps to reduce stress and sharpen concentration. Other research suggests a second relationship between music and the brain: By examining the blood of students after they listened to a variety of classical music selections, researchers found that some students showed a large increase in endorphin, a natural pain reliever. This supports what music therapists have known for years: Music can help revitalize or calm the patient. Questions 26 to 29 are based on the passage you have just heard．(33)A.Training given to music therapists.B.How music prevents disease.C.Studies on the benefits of music.D.How musicians create music.26.【B8】27.(35)A.There are too many complaints from net users.B.Hackers' attack of MySpace cannot be forbidden.C.Parents cannot help checking children's information.D.It is easy for trouble-makers to do harm to children.28.(29)A.To transport water to higher place.B.To transport vegetables quickly.C.To bring nutrients to the soil.D.To adjust tile soil temperature.29.(36)A.It will be consumed by more and more young people.B.It will become the first course at dinner parties.C.It will have to be changed to suit local tastes.D.It is unlikely to be enjoyed by most people.30.听力原文：M: Good afternoon. I wonder if you could give me some information.W: I'd be happy to. What can I do for you?M: I just moved out here to the suburbs from the city. I know the library systems are different, so I want to apply for a library card here.W: Certainly. Please fill out this card. Do you have any identification which shows your new address? I need to see something that verifies that you are a resident of the country.M: How long will it take for me to get my new card?W: Not long. We'll process your application and mall you your new card in about a week. In the meantime, you can have this temporary card which you may use exactly as a regular card.M: You mean I can use it today to borrow books?W: Yes. Are you familiar with our system?M: I'm afraid not.W: Well, we use a computerized system and you see those desk-top computer terminals over there? There are about a dozen of them throughout the library. We use them to locate our books. Come on. I'll show you how to use it.M: I hope I don't have to have the skills of a computer programmer to be able to use it. All I want to do is to borrow some books.W: It's easy. You can know the name of the book, the name of the author, or the subject. Let's try one as an example.M: Thank you. I think I'll explore the whole library on my own in order to acquaint myself with all that you have.W: Be my guest.(20)A.To get a library card.B.To get familiar with the resources there.C.To borrow some books he needs.D.To study how to use the computer to locate the books in the library.四、4.Reading Comprehension (Reading in Depth)(3题)31.This passage might be found in which of the following?A.A children's textbook.B.An editorial in a newspaper.C.A sociology textbook.D.A political platform.32.【C2】33.What did the arrival of the industrial age mean?五、5.Error Correction(3题)34.Recently more and more attention has beenfocused to the problem of preserving the S1.______environment. The fact that a Government Ministrybeing called the Department of the Environment has S2.______been created shows how unimportant the issue is S3.______considered to be.Over the past thirty years or so the quality ofmany people's lives have deteriorated in some respects S4.______ because of technological progress. Those people livingnear airports are constantly attacked by the noise of increasingly larger and more powerful jet aircrafttaken off and landing. The motor car has been S5.______ responsible for many changes in the environment. Onthe one hand it has brought mobility to millions ofpeople, but on the other it has taken rise to the S6.______ construction of more noisy roads and has polluted the atmosphere with exhaust fumes.While towns and cities have become larger anduglier and more dense population the rural areas have S7.______ lost most of their population owing to the need forless workers in agriculture. The countryside has also S8.______ been affected by the large-scale use of insecticides. Forone thing the killing of insects has resulted from a loss S9.______ of balance in the ecology. Many people are afraid thatfruit and vegetables sprayed with chemicals may havesome poisonous effect on the people who eat it. S10.______【S1】35.【S3】36.【S7】六、6.Error Correction(3题)37.【S2】38.【S7】39.【S9】参考答案1.My View on Job Hopping Jobhopping or frequent changes of jobs is becoming more and more common in China today. As the economy grows more opportunities for employment are arising. The result is that people especially younger people are tempted to change jobs frequently seeking higher salaries or more interesting positions. Nevertheless many people prefer to stay in their old jobs. This is partly because they feel loyal to their work units but partly also because they dislike the idea of having to spend much time being trained for a new job. In addition although a new job may offer higher pay or more promotion opportunities it may be located far from home and be inconvenient. I think it is a good thing for the workforce to be flexible so that new demands for personnel can e met quickly. However if a person changes jobs too often he or she will cause loss to the employing units. Moreover frequent jobhopping prevents a person gaining valuable job experience and developing good work habits.My View on Job Hopping Jobhopping, or frequent changes of jobs, is becoming more and more common in China today. As the economy grows, more opportunities for employment are arising. The result is that people, especially younger people, are tempted to change jobs frequently, seeking higher salaries or more interesting positions. Nevertheless, many people prefer to stay in their old jobs. This is partly because they feel loyal to their work units, but partly also because they dislike the idea of having to spend much time being trained for a new job. In addition, although a new job may offer higher pay or more promotion opportunities, it may be located far from home and be inconvenient.I think it is a good thing for the workforce to be flexible, so that new demands for personnel can e met quickly. However, if a person changes jobs too often he or she will cause loss to the employing units. Moreover, frequent jobhopping prevents a person gaining valuable job experience and developing good work habits.2.The table uses four broad economic indicators to show the standard of living in five selected countries in 2000 including both the most developed nation in the world and some of the much less developed nations. As can be seen from the statistics the U.S.A.-one of the richest countries in the world-had the highest GNP and daily calorie intake the longest life expectancy and the lowest infant mortality rate. The other developing countries had aconsiderably lower quality of life. Egypt Indonesia and Bolivia were similar in their range of indicators with Egypt having the highest quality of life among the three. However Egypt's infant mortality rate was slightly higher than Indonesia's at 40 deaths per 1000 compared to 31 in Indonesia. Bangladesh had by far the lowest quality of life in all the four indicators. Its GNP was only about one-fortieth that of the U.S.A. The figure in terms of the daily calorie supply per head in Bangladesh is the half of that in U.S.A. and its infant mortality rate was 6 times greater. In conclusion it can be seen from the economic indicators that the four developing countries have a long way to go before reaching the same level of quality of life as the U.S.A. At the same time the U.S.A. has the responsibility to help the other countries to develop their economies and improve their people's living standards.The table uses four broad economic indicators to show the standard of living in five selected countries in 2000, including both the most developed nation in the world and some of the much less developed nations. As can be seen from the statistics, the U.S.A.-one of the richest countries in the world-had the highest GNP and daily calorie intake, the longest life expectancy and the lowest infant mortality rate. The other developing countries had a considerably lower quality of life. Egypt, Indonesia and Bolivia were similar in their range of indicators, with Egypt having the highest quality of life among the three. However, Egypt's infant mortality rate was slightly higher than Indonesia's, at 40 deaths per 1,000 compared to 31 in Indonesia. Bangladesh had by far the lowest quality of life in all the four indicators. Its GNP was only about one-fortieth that of the U.S.A. The figure in terms of the daily calorie supply per head in Bangladesh is the half of that in U.S.A., and its infant mortality rate was 6 times greater. In conclusion, it can be seen from the economic indicators that the four developing countries have a long way to go before reaching the same level of quality of life as the U.S.A. At the same time, the U.S.A. has the responsibility to help the other countries to develop their economies and improve their people's living standards.3.Internet Nowadays almost everyone gets familiar with Internet as computers become more and more popular in our families and offices. Internet provides a short cut which enables you to contact with the whole world. If a computer is interconnected with Internet you will go into a gallery full of information and get them quickly. If a company makes full use of Internet it can get commercial information quickly so as to make the business successful. If a university gets their computers interconnected with the Internet scholars can trace the program of advanced science and technology and students who might have to spend much more time in library can get the materials quickly ff you have your own computer on Internet you can contact with your friends through E - mail and chatting about everything with the people everywhere on earth in BBS. On the other hand some people are indulged in it and they spend enormous time on Internet even without sleeping for several days. Furthermore due to lack of supervision on Internet a lot of unhealthyinformation appears on Internet. If the government does not take measures the side effect will also do harm to the society. From my point of view everything has two sides. We should make use of Internet properly to serve our purposes. Don't be indulged in it otherwise it will cost you too much time money and energy. Anyway there is no doubt that Internet has a great impact on our s0ciety and as information technology makes progress Internet will play a more important role in the future.Internet Nowadays almost everyone gets familiar with Internet as computers become more and more popular in our families and offices. Internet provides a short cut, which enables you to contact with the whole world. If a computer is interconnected with Internet, you will go into a gallery full of information and get them quickly. If a company makes full use of Internet, it can get commercial information quickly so as to make the business successful. If a university gets their computers interconnected with the Internet, scholars can trace the program of advanced science and technology, and students, who might have to spend much more time in library, can get the materials quickly, ff you have your own computer on Internet, you can contact with your friends through E - mail and chatting about everything with the people everywhere on earth in BBS. On the other hand, some people are indulged in it and they spend enormous time on Internet even without sleeping for several days. Furthermore, due to lack of supervision on Internet, a lot of unhealthy information appears on Internet. If the government does not take measures, the side effect will also do harm to the society. From my point of view, everything has two sides. We should make use of Internet properly to serve our purposes. Don't be indulged in it, otherwise it will cost you too much time, money and energy. Anyway, there is no doubt that Internet has a great impact on our s0ciety, and as information technology makes progress, Internet will play a more important role in the future.4.Class Skipping in Colleges Class skipping is something that is almost unimaginable for us when we were in middle school and high school (1) but it becomes a usual phenomenon in today's universities. What's worse some of the undergraduates do not think it is (2) a to skip classes. (3) There are some possible reasons for the phenomenon. (4) First university students are not prepared to (5) live a self-disciplined life and when this is companied by a loose management system of universities class skipping inevitably appears and increases. (4) Second the size of some of the university courses is too big: when (6) more than 100 or even 200 students are having one lecture together the attendance of all the students can not possibly be accurately recorded. (4) Third some of the college students may not find the direction for their future development. (7) In my view it is not acceptable to skip classes (8) at our own will (9) let alone the importance of academic learning and skill training. If we can not be a responsible individual and choose not to obey the rules we can not make ourselves an eligible citizen.Class Skipping in Colleges Class skipping is something that is almost unimaginable for us when we were inmiddle school and high school, (1) but it becomes a usual phenomenon in today's universities. What's worse, some of the undergraduates do not think it is (2) a to skip classes. (3) There are some possible reasons for the phenomenon. (4) First, university students are not prepared to (5) live a self-disciplined life, and when this is companied by a loose management system of universities, class skipping inevitably appears and increases. (4) Second, the size of some of the university courses is too big: when (6) more than 100 or even 200 students are having one lecture together, the attendance of all the students can not possibly be accurately recorded. (4) Third, some of the college students may not find the direction for their future development. (7) In my view, it is not acceptable to skip classes (8) at our own will, (9) let alone the importance of academic learning and skill training. If we can not be a responsible individual and choose not to obey the rules, we can not make ourselves an eligible citizen. 解析：[审题] 本题要求写一篇议论文，“逃课现象”是大学生非常熟悉的校园话题，与他们联系比较密切，议论要客观、具有说服力，而不能无理无据地空洞表述。
BEC中级真题集第2辑
第2辑阅读及听力1 the contact between coach and employee not solving all difficulties at work2 the discussion of how certain situations could be better handled if they occur again3 a coach encouraging an employee to apply what has been taught to routine work situations4 coaching providing new interest to individuals who are unhappy in their current positions5 coaching providing a supportive environment to discuss performance6 employees being asked to analyse themselves and practise greater self-awareness7 coaching enabling a company to respond rapidly to a lack of expertise in a certain areaA But there are plenty of similar contracts to be won in the east of Scotland before Robertson turns her attention elsewhere.B Her way round this particular problem was to recruit the catering manager of the rival company,C But this demand was short-lived, and before long, increasing competition made it harder to make a profit.D It was a dramatic learning curve and very small amounts of money were earned at first, 'says Robertson.E She decided that the solution, since many companies required working lunches for meetings with clients, was to prepare end deliver meals to business premises.F On hearing this, Robertson immediately contacted all of their clients and offered the services of Grapevine Caterers.G Instead, she studied accountancy after leaving university, and a steady if unspectacularprofessional path seemed set.13 In the first paragraph, Mary Spillane says people should learn how to marketthemselves becauseA it encourages companies to give them a job for life.B in the future it will be a company requirement.C in many careers it is becoming difficult to succeed.D it will help them adapt to developments in the job market.14 Spillane says that, when creating a personal brand, it is important toA change things depending on the circumstances.B decide what image people would like you to present.C make sure that colleagues feel at ease with your image.D follow the example of someone in the company you work for.15 What do we learn about Spillane in the third paragraph?A She is embarrassed about her career with a cosmetics company.B She doesn't like talking about her academic background.C She has qualifications many people are unaware of.D She worries about how other people see her.16 Which problem does Spillane refer to when talking about the companies she ispresently working with?A They find it difficult to accept her ideas.B They are unaware of how to rabrand themselves.C They don't want to spend large amounts of money.D They are unwilling to modernise their work environment.17 When advising people on rebranding themselves, Spillane tells them toA attend courses to gain specialist skills.B update regularly their written proof of what they can do.C try out different ways of presenting themselves to others.D remember that what they look like is the most important point.18 Spillane says that, in order to rebrand yourself successfully, it is important toA ask for other people's opinions about your image.B feel confident about what you are trying to achieve.C learn how to make use of all aspects of your character.D model yourself on people with a certain amount of influence.19 A make up B carry out C bring about D put down20 A basis B grounds C foundation D structure21 A distributions B guides C designs D patterns22 A approval B permission C consent D decision23 A value B inspect C review D survey24 A command B prompt C influence D persuade25 A guess B speculate C reckon D predict26 A operations B techniques C measures D exercises27 A answer B respond C counter D reply28 A move B lead C develop D benefit29 A expressions B descriptions C words D terms30 A reputation B position C situation D influence31 A desired B selected C preferred D supposed32 A acts B steps C means D points33 A handed over B drawn up C made out D written off23 The aim of the 'Business Today' competition was to rewardA good product design.B skilful project management,C rapid financial success.24 How many companies were chosen to compete in the final of the competition?A fourB fourteenC forty25 The types of products which the finalists were developingA caused considerable problems for the judges.B were all connected with the food industry.C involved a common set of development aspects.26 According to the speaker, what are small firms good at?A fitting new products in with current productionB recording methods used in developing new productsC developing new management structures for new products27 The speaker believes big companies document innovation well because ofA the number of staff available.B the involvement of senior management.C the insistence on regular procedures.28 The panel was impressed by Natura because they hadA invested considerable time inventing a new product.B researched new ways of manufacturing their product.C investigated new overseas markets for their product.29 The judges praised the links between development teams in smaller companies andA senior management.B suppliers.C the market.30 The companies sometimes had problems because the suppliersA could not understand the specifications.B could not meet the deadlines.C could not rely on their subcontractors.1 Sometimes it is necessary to insist on further explanation.2 You shouldn't focus on your response while others are still speaking.3 People are reluctant to admit that they don't listen well.4 There are benefits in seeing things from the speaker's perspective,5 Keen observation of the speaker can support our listening skills.6 It is risky to think about a different issue while someone is speaking,7 People do not mind hearing their own views summarised.A A finance director in a big company, for example, will often make a terrible small company finance director because he or she is used to having a team doing the day-to-day jobs.B Mors often than not, the people making the choice prioritised different qualities in candidates or relied on guesswork.C Recruitment would seem an obvious task to outsource, but the company's experience of recruitment agencies was not encouraging.D They need paying for that, of course, but you will have them working for you and not for the candidate.E They are usually in very specific markets and the problem they face is that recruitment agencies may not really understand the sector.F This means that companies cannot spend more than the standard ten minutes interviewing each applicant.G Yet few are trained and competent for all aspects of the task.13 According to the writer, in the mid-1990s Smithson's department storeA was making a loss.B had a problem keeping staff.C was unhappy with its advertising agency.D mostly sold goods under the Smithson's name.14 According to the writer, Smithson's profits started rising three years agobecause ofA an improvement in the retailing sector.B the previous work done on the store.C Rowena Baker's choice of designer.D a change in the products on sale.15 According to Rowena Baker, one problem which Smithson's faced when shejoined was thatA the number of people using the store was falling slowly.B its competitors offered a more specialised range of products.C the store's prices were set at the wrong level.D customers were unhappy with the service provided.16 According to the writer, many staff opposed Baker's plans becauseA they were unwilling to change their way of working.B they disagreed with her goals for the store.C they felt they were not consulted enough about the changes.D they were unhappy with her style of management.17 Baker has changed staff policies because she believes thatA the corporate image can be improved through staff uniforms.B the previous rules were not fair to customers.C customers should be able to identify with the staff sewing them.D employees should share in company profits.18 What problem does John Mar'thews think Smithson's is facing?A More money needs to be invested in the present store.B The company's profits will only continue to rise if it expands.C The refurbishment of the store is proving unpopular with customers.D Smithson's shareholders expect a quick return on their investments.19 A notify B inform C account D report20 A unite B contact C handle D deal21 A promotes B presses C advertises D convinces22 A ciesrer B deeper C smarter D fuller23 A respect B fashion C part D means24 A leader B supporter C adviser D helper26 A course B line C path D route26 A factors B aspects C causes D topics27 A put B see C keep D take28 A specify B identify C indicate D refer29 A giving B operating C reacting D co-operating30 A run B forward C move D make31 A appraisal B value C appreciation D regard32 A advantage B benefit C side D behalf33 A posts B roles C positions D acts23 How did the stock market perform today?A It continued the week's steady movement.B It reached its highest level of the week.C It finished below an earlier peak.24 Brownlow, the clothing retailer, hasA sold a subsidiary.B bought a foreign company.C been taken over.25 What has happened at Westwales Electricity?A Training has been offered to the whole workforce.B The management team has been replaced.C Many of its engineers have been made redundant.26 Financial experts advise investors with shares in electricity and gas toA sell them immediately.B persuade others to sell them.C delay any decision about selling.27 What is said about the pharmaceuticals sector?A It is the strongest performing sector.B It is behaving similarly to other sectors.C It will soon be overtaken by other sectors.28 Which type of business is continuing to experience difficulties?A supermarket retailersB leisure companiesC construction firms29 What is said about Freewaves, the internet cafe chain?A It has increased its research spending.B It has just announced a loss.C It has paid shareholders large dividends.30 What is Simpaon's planning to do?A expand by taking over other companiesB reorganise the companies in the groupC increase its market sham1 Listen to whet your boss tells you about how well you are working.2 Realise that your boss will occasionally need to be left alone.3 Comment on your boss's work in a positive spirit.4 Try to impress your boss with your thoroughness.5 Do not hesitate to involve your boss if you have difficulties with your work.6 Show your boss that you are capable of working at a higher level.7 Speak to your boss, even about matters not directly related to your work.A Moreover, it is almost impossible to get people to change the way they viewthings they are indifferent to.B Over the last ten years, other forms of advertising, such as direct marketing,have become increasingly popular as well as scientific.C They don't, as the industry well knows, care enough to be brand loyal to such aproduct.D Whether you accept this argument or not, you have to recognise that withoutadvertising our world would be very different.E The problem lies in isolating precisely what motivates people to behave in aparticular way.F This is partly because not all advertisements are designed to do the same thing.G The production costs involved in these can reach higher figures than those forthe average movie.13 What point does the writer make about teamworking at the beginning of the article?A It is the most successful form of management.B It has changed the recruitment procedure in companies.C Well-run teams still allow individuals to demonstrate their talents.D Being a team player is now considered an essential management skill.14 According to the article, teamwork developed within companies as a responsetoA modern office design.B changing work practices.C a reduction in administrative tasks.D the expansion of international business.15 In the third paragraph, Dr Bandy suggests thatA many employees do not enjoy working in teams.B some managers are not very effective team leaders.C some teams are created unnecessarily.D few teams are well organised.13 According to the writer, teamwork is more effective in the field of sport because the playersA know what they want to achieve.B are more competitive by nature.C have more individual talent.D can be driven by national pride.17 Steve Gardner and Dr Bandy agree that when a business team is created peopledo not pay enough attention to,A the structure of the team.B alternatives to the team.C selecting the team members.D directing the team's activities,18 What is Steve Gardner's advice on operating a successful team?A Maintain a flexible approach to membership.B Allow personalities to develop within the team,C Select people who fit naturally into certain roles.D Make every effort to avoid conflict between members.19 A designs B purposes C ends D objectives20 A continuation B extension C development D advancement21 A reviews B trials C revisions D judgements22 A capacities B parts C roles D elements 29 A abilities B talents C assets D skills24 A recommend B honour C respect D obey25 A sake B reason C behalf D cause28 A expected B intended C potential D eventual27 A taken on B written in C put on D drawn in28 A fields B areas C regions D parts29 A arrived B done C passed D met30 A secured B reached C confirmed D fixed31 A gained B won C earned D realised32 A attached B linked C combined D joined33 A return B reward C recompense D refund23 The advantage of the first company isA the size of the factory.B the competence of the MD.C the production capacity.24 The speaker is concerned that the first company lacksA sufficient firm orders.B fully trained staff,C reliable distributors.25 The speaker was initially impressed by the second company because ofA its relationship with employees at the mines.B its access to the raw materials needed.C the methods it designed for checking safety in the mines.26 The second company has problems becauseA air transport has limited capacity.B the road networks are underdeveloped.C the seaport is too far away,27 The third factory visited by the speakerA is owned by a workers' co-operative.B was established by a haulage company,C has financial support from the government.28 The components manufactured by the third factoryA do not reach the required standard,B are not accompanied by a guarantee.C do not match product specifications.29 The final company visited by the speakerA has rapidly gained a world-wide reputation.B has recently increased its production area.C has received a loan to improve technology.30 The speaker recommends the final company becauseA it has agreed to reduce its prices for large orders.B it can produce goods within the required timescale.C its products passed the inspection test she carried out.1 This development is in an area where the potential for consumer spending is thehighest in the country.2 The partners constructing this centre have been responsible for numerous otherdevelopments.3 The centre may become a model for future urban development plans.4 This centre is being marketed by the developers as the best place in the area to shop.5 Other shopping destinations are located close to the agreed site for this centre.6 Plans for this development have been presented to people who live in the areafor comment and approval.7 This development is being built in an area which has experienced sustainedgrowth over time.A. However, managers must take greet care in this respect.B. Only after that should managers put forward their own points, which are likelyto include comments collected from others in the organisation.C. They should not be forgotten as soon as they are over.D. Like many other aspects of free enterprise, appraisals era an excellent exampleof underlying self-interest.E. Sometimse the appraiser goes too far the other way and fells to communicateproblem areas and scope for improvement.F. If they relied on memory, they probably got things wrong.G. Employees were paid, and they obeyed; if they didn't like it, they could leave.13 In the first paragraph, the writer points out thatA there is general agreement on the benefits of pioneering products.B companies are still uncertain about how to market new products.C most companies prefer to market new products independently.D there are now guidelines to help those who wish to pioneer.14 According to the information in the second paragraph, how do customersapproach new products?A They take some time to develop a liking for them.B They make comparisons with other new products.C They need some persuasion to purchase them.D They consider cost an important feature.l5 The writer refers to Walkman and Polaroid because they wereA better than any of their followers.B copied many times by their followers.C quickly accepted by consumers.D designed for a particular market.16 When pioneering products are promoted, the writer notes thatA a heavy financial investment is required.B a wide variety of advertising methods must be used.C a clear message is likely to be communicated.D a long campaign is usually necessary.ff In the keyboard example, the 'costs' the writer is referring to are concerned withA the price of the products.B the quality of the products.C the need for user training.D the lack of useful information.15 According to the final paragraph, the high technology market differs from otherconsumer markets in thatA it is still a relatively new area of consumerism.B it is not dependent on product characteristics alone.C there are so many different types of product on the market.D there is such a great demand for high technology products.19 A structure B direction C order D arrangement20 A point B worth C need D reason21 A brought in B dealt with C catered for D taken off22 A appear B produce C arise D result23 A lose B fail C miss D drop24 A form B establish C design D settle25 A contain B reserve C check D restrict26 A turn B time C moment D sequence27 A noted B written C regarded D remarked28 A down B through C away D forward29 A path B course C process D method30 A ensure B secure C allow D permit31 A give B make C have D put32 A part B reality C contrast D case33 A custom B routine C practice D habit23 The senior management team at Sandfords believe staff training is importantbecauseA the company is performing badly.B it will enhance the company's reputation.C investing in training promotes staff loyalty.24 What did the senior managers say about previous training programmes?A They became too difficult to organise.B The trainers lacked sufficient expertise.C There was negative feedback on the content.25 Christina Shaw believes the attitude of middle managers is that trainingA is of limited value to them.B is only necessary for new staff.C is less necessary for junior staff than for them.26 One manager interviewed by Christina said that many of his managementcolleagues areA critical of the new programme.B delighted by the new programme.C doubtful about the new prograrmme,27 The training programme will include sessions onA presentation techniques.B customer care.C negotiating skills.28 David and Christina agree that the training programme should consist ofA early morning sessions,B one-day events.C residential weekends,29 According to Sandfords, the best time to start the training programme isA March.B April.C May.30 What do Christina and David need to do first?A prepare a draft training scheduleB submit an estimate for their chargesC design a questionnaire for participants。
高三英语市场营销单选题60题
高三英语市场营销单选题60题1. In the marketing campaign, the company decided to focus on the ______ of young consumers.A. needsB. wantsC. demandsD. desires答案：A。
本题考查市场营销中关于消费者心理的词汇。
“needs”侧重于基本的、必要的需求；“wants”指想要的东西，较为主观；“demands”通常指强烈的、急切的需求；“desires”则更强调愿望。
在营销活动中，关注消费者的基本需求更符合实际，所以选A。
2. The success of a marketing strategy often depends on the accurate ______ of the target market.A. identificationB. recognitionC. realizationD. understanding答案：A。
“identification”有识别、确定的意思；“recognition”主要指认出、承认；“realization”是实现；“understanding”是理解。
准确确定目标市场对于营销策略的成功至关重要，所以选A。
3. One of the key elements in marketing is to create a ______ brand image.A. strongB. powerfulC. firmD. stable答案：A。
“strong”强调有力的、强大的；“powerful”侧重有力量、影响力大；“firm”指坚定的；“stable”是稳定的。
在市场营销中，创造强大的品牌形象常用“strong”，故选A。
4. To attract more customers, the company offered a ______ discount during the holiday season.A. considerableB. thoughtfulC. carefulD. cautious答案：A。