UNIT 2 translation.doc

1、UNIT 2 1. PEST analysis can be used in strategic planning to assess situational factors for an organization.在计划市场策略时 使用 PEST 分析来评估某组织机构的环境因素。4. consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods and services. 消费者行为是描述消费者如何做出购买决策，以及他们

2、如何使用和处置所购的商品和服务。5. Need recognition occurs when consumer faced with an imbalance between actual and desired states. 当面临着实际和理想状态之间的不平衡点时会让消费者认识到自己的需求。6. During the process of collecting information or , in some cases, after information is acquired, the consumer evaluates alternatives on the basis of

3、what he or she has learned. 在收集信息的过程中或者是在某些情况下，当获得信息后，消费者开始对他或她从产品学到的信息中进行方案评估。10. the life-style analysis , when used carefully, can help the marketer gain an understanding of changing consumer values and how they affect buying behavior.如果能妥当的使用生活方式分析，它能够帮助营销人员明白消费者变化的价值和他们是如何影响消费者的购买行为。UNIT 31. Th

4、e objective of exploratory research is to gather preliminary information that will help define the problem and suggest hypotheses.探索性研究的目的是收集初步信息这将有帮助界定问题和建议假设性问题。3 A company such as American Airlines might prepare its own survey instrument to gather the information it needs, or it might add questio

5、n to an omnibus survey that carries the questions of several companies, at a much lower cost. 比如美国航空公司可以为自己准备一个调查仪器来收集他们所需要的信息，或者在综合调查中增加些关于其他公司的问题来降低成本。4. Customers actual purchases reflect preferences and often are more reliable than statements they offer to market research.客户的实际购买反映了他们喜好，这些资料通常比他

6、们提供市场调研的信息更加可靠。6. qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may otherwise be difficult to uncover.定性研究技术允许广泛可能性的解答，它是一种相对非结构化的测量方法，他们这种创造性是用于来确定

7、的消费观念，否则很难去确定消费者的消费观念。8. telephone interviewing is getting more difficult because of consumers growing antipathy toward telemarketers calling them in their homes and interrupting their lives.电话采访越来越困难因为消费者对推销员致电他们家的电话开始反感，同时打扰到消费者的生活。UNIT 4.1. The logic of market segmentation is quite simple and is

8、based on the idea that a single product item can seldom meet the needs and wants of all consumers.市场细分的逻辑很简单，是基于一个想法那就是一个产品很少能满足所有消费者的需求和希望。2. Thus, we define market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate groups for the fi

9、rm to serve.因此，我们市场细分定义是把市场分成类似的消费者群体，并从中选择最合适的群体给公司进行服务的整个过程。4 the current step is concerned with positioning the product favorably in customers mind relative to competitive products. 目前的步骤是关注该公司的产品与竞争对手的产品在客户心目中的位置5. one way to investigate how to position a product is by using a positioning map, w

10、hich is a visual depiction of customer perceptions of competitive products, brands, or models. 调查产品定位的途径之一是通过使用定位图，这种定位图是一种视觉描绘，展示了消费者如何看待竞争对手的产品，品牌或型号。 8. the brand is the dominant brand in the market, and targeting to a few segments would not benefit sales and profits. 牌子是主导着市场的品牌，如果只是针对几个细分市场那么无法提高公司的销售和利润。