【中译英、英译中】1.marketingmanagement营销管理Theproductionconcept生产观念theproductconcept产品观念Thesellingconcept推销观念marketsegmentation市场细分profitablesize可盈利性relationshipmarketing关系营销.accessibility可进入性selfcontainment自身特征性.marketingmixresponse市场反应性setthestagefor为…打好基础.boilsownto归结于contextual前后关系的2.consumerinvolvement消费者参与度referencegroup参照群体.wordofmouth口碑familylifecycle家庭生命周期potentialconsumer潜在消费者high-involvement高参与subculture亚文化.socialclass社会阶层openingday开幕日Consumerbehavior消费者行为consumerbuyingdecisions消费者购买决策过程3.integratedmarketingcommunications整合营销传播openingday开幕日4.contemporaryadvertising当代广告recognizingyourproblems意识到你的问题calculating.your.Ad.budget计算广告预算strategyoperation广告策略运作.advertisingmedia广告媒介selfregulation自动调节self-serving自私自利的5.salesmanagement销售管理Arecognizedneed明确需求Buyingpower购买权限receptivityandaccessibility可接受与可接近性.personalselling人员推销wholesaler批发商6.brandmanagement品牌管理verticalextensions垂直延伸.parentbrand母品牌originalproduct原产品.extensionproduct延伸产品brandstrength品牌强度.brandawareness品牌知名度masterbrand主导品牌.lineextensions线延伸categoryextensions大类延伸Chapter11.Theproductionconceptisoneoftheoldestconceptsinbusiness.Itholdsthephilosophythatconsumerswillfavorproductsthatarewidelyavailableandlowincost.Managersofproduction-orientedorganizationsconcentrateonachievinghighproductionefficientlyandwidedistribution.生产观念是在业务上最古老的概念之一。它持有的理念，消费者将有利于这些产品被广泛使用，成本低。生产型组织的管理人员集中在实现高生产效率，广为散发2.Thesellingconceptisanothercommonapproach.Manyorganizationsfollowthesellingconcept,whichholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.推销观念是另一种常见的途径。许多遵循推销观念的企业认为消费者不会购买组织的产品，除非它足以承担大规模的销售和推广工作。3.Itholdsthatachievingorganizationalgoalsdependsonintegratingmarketingactivitiestowarddeterminingandsatisfyingtheneedsandwantsoftargetmarketsmoreeffectivelyandefficientlythancompetitorsdo.(5)它（市场营销观念）认为要达到企业目标的依赖于比竞争对手更有效的对目标市场需求进行满足。4.Therearethreestepstotargeting:marketsegmentation,targetchoice,andproductpositioning.(10)有三个步骤来定位：市场细分，目标选择，产品定位Chapter25.StagesintheBuyerDecisionProcess[购买决策的步骤](21)Behindthevisibleactofmakingapurchaseliesanimportantdecisionprocessthatmustbeinvestigated.Thestagesabuyerpassesthroughinmakingchoicesaboutwhichproductsandservicestobuyarethepurchasedecisionprocess.Thisprocesshasthefivestages:(1)problemrecognition,(2)informationsearch,(3)alternativeevaluation,(4)purchasedecision,and(5)postpurchasebehavior.背后的可见行为作出购买决策过程中一个重要的在于，必须予以追究。该阶段的买方经过在做出选择哪些产品和服务购买的购买决策过程。这个过程有五个阶段，如图所示1.解决这个问题：感知需要2.信息搜索：求值3.评估替代方案：评估值4.购买决策：购买价值5.购买后的行为：在使用消费价值。(1)problemrecognition[确认需求](2)informationsearch[收集信息](3)evaluationofalternative[评估备选方案](4)purchasedecision[做出购买决策](5)postpurchasebehaviors[购后行为]6.TypesofConsumerBuyingDecisionsandConsumerInvolvement(24)Allconsumer-buyingdecisionsgenerallyfallalonga...
