市场营销专业英语(8)
市场营销专业英语重点整理
单选：20；单词汉译英：10；单词英译汉：10；句子英译汉：30；阅读：10；作文：20营销英语重点整理一、单词：Marketingmanagement营销管理Newproductsdevelopment新产品开发Saleschannel销售渠道Publicrelation公共关系Consumerbehavior消费者行为Marketingresearch营销调研Marketsegmentation市场细分Salespromotion销售促进Allowance折让Brandawareness品牌意识Brandextension品牌扩展Brandloyalty品牌忠诚Breathofproductassortment产品线的宽度Breathordiversityofproductlines 产品线的宽度或多样性Buyinginertia购买惯性Buyingintention购买意图Marketshare市场份额Brandloyalty品牌忠诚度Intensivedistribution密集分销渠道Selectivedistribution选择性分销Exclusivedistribution独家分销Intermediariesbrand中间商品牌Wholesaler批发商Retailer零售商Departmentstore百货公司Supermarket超市Conveniencestore便利店Buyinginertia购买惯性Conveniencegoods便利品Customersatisfaction顾客满意度Customers’preference顾客偏好Economiesofscale规模经济Global-marketexpansion全球市场扩张Growthrateofmarket市场增长率Growthstageofproductlifecycle产品生命周期的成长阶段Industryattractiveness行业吸引Localizationstrategy本土化战略Comparativeadvertisements比较广告Competition-orientatedpricing竞争导向定价法Customer-orientatedpricing顾客导向定价法Personalselling人员销售Advertisingstrategies广告策略Publicrelation公共关系Marketingresearch营销调研Productstrategy产品策略Productmix产品组合Themarketingconcept营销观念Consumermarket消费者市场Customersatisfaction顾客满意Totalcustomervalue顾客总价值Marketingenvironment营销环境Marketsegmentationstrategy市场细分策略Markettargetingstrategy目标市场策略Marketpositioningstrategy市场定位策略Productlifecycle产品市场寿命周期Theselling/salesconcept销售观念Theproductconcept产品观念Marketingmanagementphilosophy市场营销观念Societalmarketingconcept社会营销观念Macro-marketingenvironment宏观营销环境Productmix产品组合Customerloyalty顾客忠诚度Markettargeting目标市场选择Niche-marketstrategy利基市场战略Personalselling人员推销Pricediscrimination价格歧视Potentialcustomer潜在顾客Potentialmarket潜在市场Productdevelopment产品开发Productpositioning产品定位Segmentationcriteria细分标准Specialtygoods特殊产品二、句子：1、Thesocietalmarketingconceptholdsthattheorganizationshoulddetermineth eneeds,wants,andinterestsoftargetmarkets.Itshouldthendeliversuperior valuetocustomersinawaythatmaintainsorimprovestheconsumer’sandthesoc iety’swell-being.Thesocietalmarketingconceptisthenewestofthefivemar ketingmanagementphilosophies.翻译：社会营销观念认为一个组织应该确定目标市场的需求和兴趣，然后应以一种方式向顾客提供最大价值，这种方式必须保持和改进消费者及整个社会的福利水平。
市场营销的十三班专业术语翻译=6-10章
第六章OBJECTIVE11.Business buyer behavior[p192] 企业购买行为2.business buying process[p192]业务购买流程3.derived demand[p193]派生需求4.Supplier development[p194] 供应商开发Straight rebuy[p197] 直重复购买 6.modified rebuy[p197] 修整再购new task[p197]新购 8.Systems selling（solutions selling）[p197]系统销售(解决方案销售）9.buying center[p198]采购中心 ers[p198] 用户11.Influencers[p198] 影响着12.buyers[p198] 买家13.deciders[p198]决定者14.Gatekeepers[p198] 守门人15.Problem recognition[p200] 一般需求描述 16.General need description[p201] 产品规格17.Product specification[p201] 供应商搜索 18.Supplier search[p201] 提案征集19.Proposal solicitation[p202] 供应商选择 20.supplier selection[p202]命令规范:21.Order-routine specification[p203]命令规范22.Performance review[p203] 绩效考核 23.E-procurement[p204]采购:24.Institutional market[p205] 机构市场ernment market[p206]政府市场第七章Market segmentation 市场细分market targeting 选择目标市场differentiation 差异化positioning 市场定位Geographic segmentation 地理细分demographic segmentation 人口细分age and life-cycle segmentation 年龄和生命周期细分gender segmentation 性别细分income segmentation 收入细分psychographic segmentation 心理细分behavioral segmentation行为细分occasion segmentation 时机细分benefit segmentation 利益细分Intermarket segmentation 跨市场细分Target market 目标市场undifferentiated(mass)marketing 无差异（大众）营销differentiated(segmented)marketing 差异化（细分市场）营销concentrated(niche)marketing 集中化（缝隙）营销micromarketing 微观市场营销local marketing 地域营销individual marketing 个人营销Product position 产品定位competitive advantage 竞争优势value proposition 价值主张position statement 定位陈述第八章P roduct产品 Service服务 Consumer product消费品Convenience product便利品Shopping product选购品Specialty product专用品Unsought product非渴求品Industrialproduct产业用品Social marketing社会营销Product quality产品质量Brand品牌Packaging包装Product line产品线Product mix（or product portfolio）产品组合Brand equity品牌资产Store brand（or private brand）品牌专卖店（自有品牌）Co-branding 品牌联合Line extension产品线延伸Brand extension品牌延伸Service intangibility服务的无形性Service inseparability服务的不可分割性Service variability服务的差异性Service perishability服务的不可储存性Service-profit chain服务利润链 Internal marketing内部营销 Interactive marketing互动营销第九章New Product Development新产品开发Idea Generation构思产生Idea Screening构思筛选Product concepts产品概念Concept tests概念测试Business Analysis商业分析Product Development产品开发Test Marketing 营销测试Commercialization商业化Product life cycle产品生命周期Style风格Fashion时尚Introduction stage介绍期Growth stage成长期Maturity stage成熟期Decline stage衰退期第十章关键术语价格 price 基于价值的定价方法 value-based pricing高价值定价 good-value pricing 价值增值定价 value-added pricing 基于成本的定价方法 cost-based pricing 固定成本 fixed cost变动成本 variable cost 总成本 total cost经验曲线(学习曲线) experience curve(learning curve) 成本加成定价法cost-plus pricing盈亏平衡定价法(目标利润定价法) break-even pricing(target profit pricing) 目标成本法 target costing 需求曲线 demand curve 价格弹性 price elasticity第六章Business buyer behavior：The buying behavior of the organizations that buy goods and services for use in the production of other products and services or to resell or rent them to other at a profit.企业购买行为:组织的购买行为是购买商品和服务用于生产其他产品和服务或转售或租用其他获利。
市场营销专业英语教程课后答案Marking
市场营销专业英语教程课后答案Marking1、--Whose _______ are these?? ? ? --I think they are John·s. [单选题] *A. keyB. keyesC. keys(正确答案)D. keies2、—______ do you pay for it? —Over the Internet. （）[单选题] *A. WhatB. How muchC. How(正确答案)D. When3、You can buy some pieces of bread from "_______". [单选题] *A. Bakery(正确答案)B. Travel AgencyC. LaundryD. Ticket Office4、“I think you are wonderful,”she said, “You are so patient with your little George.”[单选题] *A. 耐心(正确答案)B. 细心C. 关心D. 偏心5、50．—The sweater is not the right ________ for me.—Well, shall I get you a bigger one or a smaller one? [单选题] *A．priceB．colorC．size(正确答案)D．material(材料)6、Don’t swim in the river. It’s too _______. [单选题] *A. interestingB. easyC. difficultD. dangerous(正确答案)7、76．AC Milan has confirmed that the England star David Beckham （）the team soon. [单选题] *A. has rejoinedB. was going to rejoinC. rejoinedD. is to rejoin(正确答案)8、2．The villagers want to have a bridge. Can this dream ________? [单选题] *A．come outB．get awayC．come true(正确答案)D．get out9、He always did well at school _____ having to do part-time jobs every now and then. [单选题] *A despite ofB. in spite of(正确答案)C. regardless ofD in case of10、( ) The Great Wall was listed by the UNESCO as ___ World Heritage Site. [单选题]*A. a(正确答案)B. theD.an11、Marie is a _______ girl.She always smiles and says hello to others. [单选题] *A. shyB. friendly(正确答案)C. healthyD. crazy12、75．Why not________ for a walk? [单选题] *A．go out(正确答案)B．to go outC．going outD．goes out13、We had ____ wonderful lunch last Saturday. [单选题] *A. /B. theC. oneD. a(正确答案)14、In crowded places like airports and railway stations, you___ take care of your luggage. [单选题] *A. canB. mayC. must(正确答案)D. will15、She found her wallet（）she lost it. [单选题] *A. where(正确答案)B. whenC. in whichD.that16、They may not be very exciting, but you can expect ______ a lot from them.（）[单选题] *A. to learn(正确答案)B. learnC. learningD. learned17、—Where ______ you ______ for your last winter holiday?—Paris. We had a great time. （）[单选题] *A. did; go(正确答案)B. do; goC. are; goingD. can; go18、Her ideas sound right, but _____ I'm not completely sure. [单选题] *A. somehow(正确答案)B. somewhatC. somewhereD. sometime19、97．Go ______ the square and you will find the theatre. [单选题] *A．aboveB．atC．across(正确答案)D．on20、-----How can I apply for an online course?------Just fill out this form and we _____ what we can do for you. [单选题] *A. seeB. are seeingC. have seenD. will see(正确答案)21、There are still some wild tigers alive. [单选题] *A. 聪明的B. 凶恶的C. 野生的(正确答案)D. 珍贵的22、—Look at those purple gloves! Are they ______, Mary?—No, they aren’t. ______ are pink. （）[单选题] *A. you; IB. your; MyC. yours; Mine(正确答案)D. you; Me23、People always _____ realize the importance of health _____ they lose it. [单选题] *A. not... untilB. don't... until(正确答案)C. /; untilD. /; not until24、Tom is ____ honest man, so we all like to work with him. [单选题] *A. aB. an(正确答案)C. /D. any25、My friends will _______ me at the airport when I arrive in London. [单选题] *A. takeB. meet(正确答案)C. receiveD. have26、It' s a pity that we have to stay at home when we are having（）weather. [单选题] *A. so fineB. so fine aC. such fine(正确答案)D. such a fine27、( ) What she is worried __ is ____ her daughter is always addicted to chatting online./; that [单选题] *A /; thatB of thatC about that(正确答案)D about what28、My father always gets up early. He’s never late _______ work. [单选题] *A. toB. for(正确答案)C. onD. at29、This species has nearly （）because its habitat is being destroyed. [单选题] *A. used upB. died out(正确答案)C. gone upD. got rid of30、I’m sorry there are ______ apples in the fridge. You must go and buy some right now.（）[单选题] *A. a littleB. littleC. a fewD. few(正确答案)。
市场营销第十三版专业术语15-20翻译
第十六章Personal selling 人员销售 salesperson 销售人员 sales force management 销售人员管理Territorial sales force structure 区域销售队伍结构 product sales force structure 产品销售队伍结构 customer sales product force structure 顾客销售队伍结构outside sales force(or field sales force) inside sales force 内部销售人员 team selling 团队销售 sales quota 销售配额 sales process 推销过程 prospecting 发掘preapproach 销售准备 approach 接近 presentation介绍 handing objections 处理争议 closing 成交 follow-up 顾客跟进和维持Sales promotion 销售促进 customer promotions 消费者促进 event marketing 事件营销 trade promotions交易促销 business promotions 产业促销第十七章Direct marketing直复营销 customer database顾客数据库 direct-mail marketing 直接邮寄营销 catalog marketing购物目录营销 telephone marketing电话营销direct-response television marketing 电视营销online marketing网络营销internet互联网 click-only companies 网络公司 click-and-momrtar companies网络和实体公司 business-to-comsumer online marketing 企业对消费者网络营销 b2b 企业对消费网络营销c2c消费者对消费者的网络营销c2b. 消费者对企业的网络营销Marketing Web site营销网站 online advertising网络广告 viral marketing病毒营销online social network网上社交网站第十八章1、Competitive advantage ：竞争优势2、competitor analysis ：竞争对手分析3、competitive marketing strategies 竞争营销战略4、identifying competitors：识别竞争者5、strategic group ：战略集团6、benchmarking ：标杆瞄准7、estimating competitors’ reaction :评估竞争者的反应8、customer value analysis ：顾客价值分析9、designing a competitive intelligence system :设计竞争情报系统 10、competitive strategies 竞争战略（entrepreneurial marketing 创业营销 formulated marketing 规范化营销 intrepreneurial marketing 再创新营销） 11、basic competitive strategies ：基本竞争战略（overall cost leadership 全面成本领先战略differentiation 差异化战略 focus 聚焦战略） 12、competitive position 竞争定位13、market leader ：市场领导者 14、market challenger ：市场挑战者 15、market follower ：市场跟随者16、competitor-centered company:竞争性企业17、customer-centered company:顾客导向企业 18、market-centered company：市场导向企业第十九章Global firm全球企业Economic community 经济团体Countertrade 对等贸易Exporting 出口 Joint venturing 联合企业 Licensing 许可1Direct marketing直复营销 Contract manufacturing 合同制造Management contracting 管理合同 joint ownership 合资企业direct investment直接投资 standardized global marketing 标准化全球营销 adapted global marketing 调整的全球营销straight product extension 直接产品延伸product adaptation产品调整 product invention 产品创新 communication adaptation 沟通调整战略 whole-channel view 整体渠道观第二十章1.sustainable marketing 可持续营销2.consumerism 消费者保护主义3.environmentalism 环境保护主义4.environmental sustainability 环境可持续性5.consumer-oriented marketing 消费者导向的营销6.customer-value marketing 顾客价值营销7.innovative marketing 创新性营销8.sense-of-mission marketing 使命感导向的市场营销9.societal marketing 社会营销10.deficient product 缺陷产品11.pleasing products 满意产品12.salutary products 有益产品13.desirable products 讨好产品第十六章Personal selling 人员推销personal presentation by the firm's sales force for purpose of making sales and building customer relationships人员推销是指营销人员直接面对面地与顾客沟通，向顾客销售产品并与顾客建立持久关系为目的。
新职业英语行业篇市场营销英语答案
新职业英语行业篇市场营销英语答案1、John had planned to leave, but he decided to stay in the hotel for（）two days because of the heavy rain. [单选题] *A. otherB. the otherC. another(正确答案)D. others2、94．—Let’s go out for a picnic on Sunday.—________. [单选题] *A．Nice to meet youB．Here you areC．The same to youD．Good idea(正确答案)3、When Max rushed to the classroom, his classmates _____ exercises attentively. [单选题] *A. didB. have doneC. were doing(正确答案)D. do4、He always ______ the teacher carefully in class. [单选题] *A. listensB. listens to(正确答案)C. hearsD. hears of5、The relationship between employers and employees has been studied（）. [单选题] *A. originallyB. extremelyC. violentlyD. intensively(正确答案)6、—______ is the concert ticket?—It’s only 160 yuan.（）[单选题] *A. How manyB How much(正确答案)C. How oftenD. How long7、The idea of working abroad really（）me. [单选题] *appeals to (正确答案)B. attaches toC. adapts toD. gets across8、These plastics flowers look so_____that many people think they are real. [单选题] *A.beautifulB.artificialC.natural(正确答案)D.similar9、I often _______ music from the Internet. [单选题] *A. download(正确答案)B. spendC. saveD. read10、There is something wrong with my teeth. I’ve had?a _______. [单选题] *A. toothache(正确答案)B. headacheC. stomachacheD. heartache11、85．You’d better? ? ? ? ? a taxi, or you’ll be late. [单选题] *A．take(正确答案)B．takingC．tookD．to take12、Jim is a(n) _______. He is very careful and likes to work with numbers. [单选题] *A. secretaryB. tour guideC. accountant(正确答案)D. English teacher13、( )Keep quiet, please. It’s ________ noisy here. [单选题] *A. many tooB. too manyC. too muchD. much too(正确答案)14、I’d like to go with you, ______ I’m too busy. [单选题] *A. orB. andC. soD. but(正确答案)15、All he _______ was a coat. [单选题] *A. had on(正确答案)B. had toC. had a restD. had a good time16、75．Why not________ for a walk? [单选题] *A．go out(正确答案)B．to go outC．going outD．goes out17、32．There are about __________ women doctors in this hospital. [单选题] * A．two hundred ofB．two hundreds ofC．two hundredsD．two hundred (正确答案)18、Ladies and gentlemen, please fasten your seat belts. The plane _______. [单选题] *A. takes offB. is taking off(正确答案)C. has taken offD. took off19、What he said sounds _______. [单选题] *A. pleasantlyB. nicelyC. friendly(正确答案)D. wonderfully20、She found her wallet（）she lost it. [单选题] *A. where(正确答案)B. whenC. in whichD.that21、How beautiful the flowers are! Let’s take some _______. [单选题] *A. photos(正确答案)B. potatoesC. paintingsD. tomatoes22、Many people believe that _________one has, _______ one is, but actually it is not true. [单选题] *A. the more money ; the happier(正确答案)B. the more money ; the more happyC. the less money ; the happierD. the less money ; the more happy23、24．Kitty’s father ______ a policeman since 2 He loves helping people. [单选题] *A．isB．wasC．has been (正确答案)D．have been24、1．I saw ________ action film with my friend yesterday, and ________ film was amazing. [单选题] *A．a...aB．a...theC．an...the(正确答案)D．an...a25、—When are you going to Hainan Island for a holiday? —______ the morning of 1st May.（）[单选题] *A. InB. AtC. On(正确答案)D. For26、--The last bus has left. What should we do?--Let’s take a taxi. We have no other _______ now. [单选题] *A. choice(正确答案)B. reasonC. habitD. decision27、44．—Hi, Lucy. You ________ very beautiful in the new dress today.—Thank you very much. [单选题] *A．look(正确答案)B．watchC．look atD．see28、He spoke too fast, and we cannot follow him. [单选题] *A. 追赶B. 听懂(正确答案)C. 抓住D. 模仿29、Mom is making dinner. It _______ so nice! [单选题] *A. smells(正确答案)B. tastesC. feelsD. sounds30、26．—Mary, is this your pen?—No, it isn't. ________ is black. [单选题] * A．MyB．IC．MeD．Mine(正确答案)。
市场营销英语试题及答案
市场营销英语试题及答案一、选择题（每题1分，共10分）1. Which of the following is NOT a function of marketing?A. Product developmentB. PromotionC. DistributionD. Human resources management2. The 4Ps of marketing mix refer to:A. Product, Price, Place, PromotionB. Product, Price, Position, PromotionC. Product, Price, Positioning, PromotionD. Product, Place, Position, Promotion3. What is the primary goal of market segmentation?A. To increase the number of productsB. To target specific customer groupsC. To reduce advertising costsD. To expand the market share4. Which of the following is an example of a push strategy?A. AdvertisingB. Personal sellingC. Sales promotionsD. Public relations5. The concept of "Customer Lifetime Value" (CLV) is used to measure:A. The value of a customer's first purchaseB. The value of a customer's total purchases over timeC. The value of a customer's most recent purchaseD. The value of a customer's future purchases6. What is the term used to describe the process of identifying, anticipating, and satisfying customer requirements efficiently and effectively?A. Market researchB. Customer relationship managementC. MarketingD. Product management7. A marketing campaign that focuses on the benefits of the product to the customer is known as:A. Feature-based marketingB. Benefit-based marketingC. Need-based marketingD. Value-based marketing8. Which of the following is a type of market structure?A. MonopolyB. OligopolyC. Perfect competitionD. All of the above9. In marketing, the term "brand equity" refers to:A. The value of the brand's assetsB. The brand's market shareC. The brand's advertising budgetD. The brand's customer base10. Which of the following is a key element of the marketing mix for services?A. Service qualityB. Service priceC. Service promotionD. All of the above二、填空题（每题1分，共5分）11. The SWOT analysis is a tool used to identify a company's strengths, weaknesses, opportunities, and ________.12. The marketing concept is based on the idea that the key to achieving organizational goals is to determine the needs and wants of ________ and society.13. A ________ is a marketing strategy that involves creatinga unique image or identity in the minds of consumers.14. The term "market penetration" refers to increasing sales of existing products to existing customers without ________.15. The marketing mix for tangible goods is often referred to as the "4Ps," while for services it is sometimes called the "7Ps," which includes the additional elements of people, process, and ________.三、简答题（每题5分，共10分）16. Briefly explain the concept of market orientation and its importance in business.17. Describe the steps involved in the marketing research process.四、案例分析题（15分）18. (a) Assume you are a marketing manager for a new smartphone brand. Discuss the factors you would consider when setting the price for your product.(b) How would you use the concept of market segmentation to target different consumer groups?五、论述题（20分）19. Discuss the role of technology in modern marketing and how it has changed the way companies interact with their customers.答案：一、选择题1. D2. A3. B4. B5. B6. C7. B8. D9. A10. D二、填空题11. threats12. target customers13. brand positioning14. targeting new markets15. physical evidence三、简答题16. Market orientation is a business philosophy that emphasizes the importance of understanding and meeting customer needs in order to achieve long-term success. It involves a customer-centric approach where the company's actions are driven by the needs and wants of the market. This concept is important because it helps companies to be more competitive by focusing on customer satisfaction, which can lead to increased loyalty and profitability.17. The marketing research process typically involves the following steps: defining the research problem, designing the research, collecting data, analyzing data, and reporting findings. Each step is crucial for gaining insights into the market and making informed decisions.四、案例分析题18. (a) When setting the price for a new smartphone, factors to consider include production costs, competitor pricing, perceived value, target market's willingness to pay, and the desired profit margin. (b) Market segmentation can be used to identify different consumer groups based on demographics, psychographics, or behavioral factors. Tailoring。
专业英语-第8章-国际市场营销
安阳师范学院商学院教案第8章国际市场营销第周课题：国际市场营销教学方法：教具：讲授法、案例分析法、小组讨论法多媒体教学目的：了解国际商务各环节的主要内容，熟悉国际市场营销的英文概念，掌握相关核心词汇。
教学重点：国际市场营销的相关专业术语。
教学难点：国际商务文书的英文表述。
第 1 页共 3 页教学过程设计：【复习旧课】回顾市场调研的核心词汇的英文表述。
【讲授新课】第8章国际市场营销Quotation: “The last stage of fitting the product to the market is fitting the market to the product.”Clive James, Australian write r and broadcaster Starting up: What products do you know that are marketed internationally? Discuss these questions. (group work) What are the advantages for a company of expanding beyond its domestic market? What kinds problem do companies face when they go international? What methods can companies use to enter overseas markets? Vocabulary: (A) Complete the statements with suitable marketing expressions from the box. buying habits, economic situation, government bureaucracy, income distribution,monetary regulations, political stability 1. Becauseof tight_______________________________ companyprofits could not be taken out of the country. 2. Redtape(繁琐手续）and other examples of_______________________ hinder a company’ s entryinto a market. 3.The country is attractive to exporters because it has enjoyed __________________for thelast 50 years. 4. The purchasing behaviour of consumers can be described as their ______________.5. The ______________________ is improving leadingto a rise in employment. 6. _____________________ isa term used by economists to describe how wealth is shared in a country. (C) Look at the words and phrases below. Choose the odd one out. a) growing market c) expanding market b) developing market d) declining market 第 2 页共 3 页2.a) intermediary c) wholesaler b) exporterd) distributor 3.a) opinion poll c) spot check（现场检查）b) focus group d) survey 4.a) market sector c)market segment b) market potential d) market niche 5.a) international market c) domestic market b) overseas marketd) worldwide market 6.a) launch a product c) bring out aproduct b) introduce a product d) exhibit a product 7.a) intermediary c) wholesaler b) distributor d) exporter 8. a) point of sale c) end user b) retail outlet d) sales network Reading comprehension and discussion: Coffee culture comes to coffee-growers CASE STUDY: Zumo-creating a global brand Read the case Fill up table of backgroundof the case. Discussion 第 3 页共 3 页。
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。