1、1. ( f )Exchange is the core concept of marketing and involves at least three parties. 2. ( f ) Desires describe basic human requirements, such as food, water, clothing, and shelter.3. ( t )Individuals and organizations buy and sell real estate or bonds, which belong to property marketing.4. ( t )If
2、 two parties are seeking to sell something to each other, we call them both marketers.5. ( t )Marketing concept decribes that the job is to find the right products for the customers.6. ( f )The four Ps represent the buyers view of the marketing tools available for influencing sellers.7. ( f )Manager
3、s of product-centered businesses focus on high production effiency, low cost, and mass distribution8. ( f )External marketing is the task of hiring, training, and motivating able employees who want to serve customers well.9. ( f )Ones competition is restricted to the actual rival offerings and subst
4、itutes that a buyer might consider purchasing. III Sentences translation1. Present-day managers are increasingly recognizing that wisdom and innovation alone are no longer sufficient to guide the destinies of organizations, both large and small. These same managers also realize that the true mission
5、 of the organization is to provide value for three key constituencies: customers, employees, and investors.当今的经理越来越意识到仅仅靠智慧和创新再也不足以知道无论大小组织的命运了。他们同样意识到组织的真正使命是为三类关键群体提供价值即顾客、雇员和投资者。2.营销管理需要做规划，这种规划应该具有战略性、正规性和导向性。这样的规划才能使营销管理更好地满足顾客的需求以获取可持续的竞争优势。Marketing management requires marketing planning . Th
6、is kind of plan should possess the strategic, formal, and orientation character. Such a plan would enable the marketing management tto better meet customer needs for competitive advantage that is sustainable.II. Fill in the blanks with either “T“ or “F“. （t ）1. The key to high customer loyalty is to
7、 deliver high customer value.（f ）2.If performance exceeds customer expectations, the customer is highly dissatisfied.（ f ）3. The largest customers always creat the most profit for companies.（ f ）4. Acquiring old customers can cost five times more than the cost of satisfying new consumers. So, compan
8、ies always focus on attracting new customers.( f ) 5.In the economic environment, marketers must look at income distribution and savings, educational levels, debt, and credit availability; outsourcing and free trade. Translation1. Customers are value maximizers. They form an expectation of value and
9、 act on it. 顾客追求价值最大化。他们会形成一种价值期望并据此行动。Buyers will buy from the firm that they perceive to offer the highest customer-delivered value, 顾客从他们认为提供最高顾客让渡价值的公司购买商品， defined as the difference between total customer value and total customer cost. 顾客让渡价值是总顾客价值和总顾客成本的差额。 Satisfaction is a function of the pr
10、oducts perceived performance and the customers expectations. 满意度是产品可感知的效果和购买者期望的函数 Recognizing that high satisfaction leads to high customer loyalty, many companies today are aiming for total customer satisfaction。意识到高顾客满意度会带来高顾客忠诚度后，如今许多公司都在寻求全面的顾客满意。2. What is a customer? A customer is the most im
11、portant person ever in this officein person or by mail. A customer is not dependent on uswe are dependent on him. A customer is not an interruption of our workhe is the purpose of it. 顾客是公司最重要的人，无论是亲临还是邮购；不是顾客依靠我们，我们依靠顾客；顾客不会打扰我们的工作，他们是我们工作的目标。We are not doing a favor by serving him he is doing us a
12、 favor by giving us the opportunity to do so. 我们为他们服务，不是给他们恩惠，顾客因为给了我们服务的机会而给予我们恩惠；A customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.顾客不是我们
13、要争辩和斗智的人，从没有在同顾客的争辩中获胜；顾客给我们带来他们的需求，我们的工作是为其服务，使大家都得益。II. Fill in the blanks with either “T“ or “F“. ( ) 1. A consumers buying decisions are sometimes affected by the people around him or her. This kind of influence belongs to social factors.T( ) 2. A blue-collar worker will buy work clothes, while
14、a company president will buy dress suits. This kind of influence belongs to personal factors.T( ) 3. Social factors include reference groups, family, and social classes. F( ) 4. According to Maslow theory, a consumer will try to satisfy his need in order of importance.T. Translation1. The aim of mar
15、keting is to meet and satisfy target customers needs and wants better than competitors. Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Applying the holistic marke
16、ting orientation, marketers that gain an in-depth understanding of consumers can more effectively market the right products to the right consumers in the right way.营销的目的就是使目标顾客的需求和欲望得到满足。消费者行为领域研究个人、集体和组织怎样选择、购买、使用和处置商品、服务、创意和体验，以满足他们的需求和愿望。2.The marketers task is to understand what happens in the c
17、onsumers consciousness between the arrival of outside stimuli and the ultimate purchase decision.营销者的任务就是要了解在受到外部刺激和做出购买决策之间，购买者的意识中发生了什么变化。3. Marketers try to reach opinion leaders by identifying demographic and psychographic characteristics associated with opinion leadership, identifying the prefe
18、rred media of opinion leaders and directing messages at the opinion leaders.营销者力图通过辨认与意见领导人相关的人口统计和心理特征，确定意见领导人所偏好的媒体，以及向意见领导人发送信息，从而接触到意见领导人。4. Marketers need to be aware that social classes show distinct product, brand, and media differences; because of language differences, they also must be adve
19、rtising copy and dialogue that ring true to the targeted class.营销人员需要意识到各阶层显示出不同的产品、品牌和媒介差异性；由于语言也有差异，为了迎合各个目标阶层的差异，不得不制作和撰写针对性的文案和对话。Quiz（chapter7）II. Fill in the blanks with either “T“ or “F“. ( ) 5. Dividing buyers into groups based upon their knowledge, attitudes, uses or responses to a product
20、is called psychographic segmentation F（behavioral ）( ) 6. In undifferentiated marketing, the firm operates in several market segments and designs different programs for each segment.F( ) 7. A microscope manufacturer will sell microscope to university laboratories, government laboratories, and commer
21、cial laboratories. This pattern of belongs to market specialization. F(PRODUCT)( ) 8.One-to-one marketing may be difficult to carry out for complex products.T. Translation1. Target marketing requires marketers to take three major steps: (1) Identify and profile distinct groups of buyers who differ i
22、n their needs and preferences (market segmentation); (2) select one or more segments to enter (market targeting); and (3) establish and communicate the offerings distinctive benefit(s) to the target market(market positioning).目标营销要求营销者采取三个主要步骤：(1)确定并描绘不同的购买群体在需要和偏好的不同(市场细分) ; 2)选样一个或多个准备进入的市场( 选定目标市
23、场 )； ( (3)在市场上建立和传播产品与众不同的关键利益(市场定位) 。2. The argument for mass marketing is that in creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins. However critics point to increased splintering of the market, which makes mass marketin
24、g more difficult.支持大众营销的论点是，大众营销创造最大的潜在市场，这使得成本最低，从而带来较低的价格或较高的利润。然而，批评家指出市场日益分裂，这使得大众营销更加困难3The marketers task is to understand what happens in the consumers consciousness between the arrival of outside stimuli and the ultimate purchase decision.营销者的任务就是要了解在受到外部刺激和做出购买决策之间，购买者的意识中发生了什么变化。4. Marketers try to reach opinion leaders by identifying demographic and psychographic characteristics associated with opinion leadership, identifying the preferred media of opinion leaders and directing messages at the opinion leaders. 营销者力图通过辨认与意见领导人相关的人口统计和心理特征，确定意见领导人所偏好的媒体，以及向意见领导人发送信息，从而接触到意见领导人。
