市场营销专业英语2

Part 3 key sentences Chapter 15 marketing channels Part 1 terms 1.marketing communication:营销传播 2. IMC: 整合营销传播 Promotion tools：促销工具 3. advertising:广告 4. sales promotion:销售推广 5. public relations:公共关系 6. personnel selling:人员销售 7.direct marketing:直接营销 sales force: 销售队伍 8. target audience：目标受众 sales representative:销售代 表 关于同志近三年现实表现材料材料类招标技术评分表图表与交易pdf视力表打印pdf用图表说话 pdf AIDI Model：attention interest desire action 9. advertising goal:广告目标 7. informative advertising：信息型广告 8.persuasive advertising：劝说性广告 9. reminder advertising：提醒性广告 10. comparison advertising：比较广告 Communication-effect research:广告效果研究 11.sales promotion: 营业推广 POP: point-of-purchase advertising：销售点广告 USP：unique selling proposition:独特的销售主张 Rational appeals:理性诉求 Emotional appeals:情感诉求 Moral appeals:道德诉求 12. marketing public relations: 公共关系营销 Part 2 key questions 1．How did bmw introduce its new car to the united states? 2．What’s marketing communication? 3．What are the major modes of marketing communications mix? 4． What are the major steps in developing effective communications? 5． What are the elements of macromodel of the communication process? 6． What’s aidi model? 7． What are the communications objectives? 8．What are the challenges multinational companies face in developing message content for global campaigns? 9． What are two kinds of communication channel? 10． What do nonpersonal communications channels include? 11． What methods do companies adopt in establishing the total marketing communications budget? 12．What are the characteristics of each communication tool? 13．What is the definition of integrated marketing communications? 14． How does the company measure the input? Part 3 key sentences 1．Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholder as well as the general public. 现代营销不仅要求开发好的产品，制定有吸引力的价格，使得易于到达目标顾客，公司还必须与它们现在或潜在的利益相关者以及一般公众进行沟通。 2．The marketing communication mix consists of advertising, sales promotion, public relations and publicity, personal selling, and direct marketing. However, the product’s styling and price, the package’s shape and color, the salesperson’s manner and dress, the store’s décor-all communicate something to buyers. 营销传播组合包括广告、销售推广、公共关系和宣传 、人员销售以及直接营销，然而，产品的样式和价格、包装的形状和颜色以及销售人员的态度和服装——所有这些都会向购买者传递某些信息。 3．The marketing communicator must now decide on the desired audience response, seeking a cognitive, affective, or behavioral response. That is, the marketer might want to put something into the consumer’s mind, change an attitude, or get the consumer to act. 营销传播者必须判断期望得到何种的受众反应。换句话说，营销人员希望向消费者头脑中灌输某些东西，改变消费者的态度，或者促使消费者采取某个行动。 4．Industries and companies vary considerably in how much they spend on promotion. Expenditures might amount to 30-50 percent of sales in the cosmetics industry but only 5-10 percent in the industrial-equipment industry, with company-to-company variations. 不同的行业和不同的公司在营销预算上差别很大。促销费用在化妆品行业中可能达到销售额的30%-50%，而在工业设备制造业中仅为5%-10%。同一行业的不同公司也会出现这种情况。 5．From the perspective of building brand equity, marketers should evaluate all the different possible communication options according to effective criteria as well as efficiency considerations. 6． If most respondents have unfavorable feelings toward the product, the organization needs to overcome a negative image problem, which requires great patience because images persist long after the organization has changed. Summary translation