第一篇：天一文化2009專升本公共英語串講復(fù)習(xí)資料-作文題目

天一文化教育集團(tuán)·銳志文化 2009專升本串講復(fù)習(xí)資料 密押版

2009年河南省普通高等學(xué)校

選拔優(yōu)秀?？飘厴I(yè)生進(jìn)入本科階段學(xué)習(xí)考試

考前復(fù)習(xí)資料·公共英語-作文（非常重要）

作文1Part-time Jobs for College Students

1.有人認(rèn)為大學(xué)生應(yīng)該兼職工作；

2.有人認(rèn)為大學(xué)生不應(yīng)該兼職工作；

3.我的看法。

doing part-time jobs.Students will learn what they can’t learn in their classes.However, there are still a lot of others who believe that part-time classes and books.Young students will get lost as to what they colleges if they spend much time doing part-time jobs.experience in work field.But at the same time, we attention that we should not negelect our aims in college.作文21.2.3.我的看法。However, there a lot of others who believe that internet is not necessarily a good 作文On Choosing a Job

1）人們對(duì)職業(yè)各有不同的理想

2）我的理想的職業(yè)

3）我怎樣為理想的職業(yè)做準(zhǔn)備

People have different ideal jobs of their own because every one has his or her likes and dislikes.Some people want to be teachers because they’d like to make people aware of the change of the world.There are others who plan to be doctors after graduation.They like to help make a more healthy world.They like to

As far as I am concerned, I want to be an engineer.In this modern society, engineering has become more and more important in the development of our country.I’d like to put my knowledge into practice and make a better world.To become an engineer, I must do a lot of preparation.For one thing, I have to learn well at

天一文化教育集團(tuán)·銳志文化 2009專升本串講復(fù)習(xí)資料 密押版

school and gain the essential knowledge of my major.For another, I will try every means to put what I learn into practice in work field.作文4City Problems?

1.越來越多的人涌入大城市，有些問題隨之產(chǎn)生。

2.比較明顯的大問題有......3.我對(duì)這種現(xiàn)象的想法。

Nowadays, millions of migrant workers flock into cities in search of jobs and better living.However, with the sharp rise in the urban population, many problems arise in the development of cities.Firstly, cities become more and more crowded, putting much pressure upon housing, education, employment and so on.City services and facilities have been other, even not knowing the name of their next-door neighbor.All these problems have harmed the attractiveness of there is some 作文 5

Fast Food

1.快餐在中國十分流行

2.快餐受歡迎的原因

3.我對(duì)快餐的看法

Fast food is becoming more and in China, especially among children and

arrive.Second, its attributed to the clean food, the excellent service and the How to Succeed in a Job Interview?

面試在求職過程中的作用

2.取得面試成功的因素：儀表、舉止談吐、能力、專業(yè)知識(shí)、自信、實(shí)事求是……

The interview has become indispensable for the applicant to get a satisfactory job.On the one hand, the interviewer can take advantage of the occasion to learn about the candidates, such as their work experiences, education and their personalities.On the other hand, the interviewee can make use of the opportunity to get to know the job he is going to take up, the salary, the working conditions and many other things about the job he is interested in.天一文化教育集團(tuán)·銳志文化 2009專升本串講復(fù)習(xí)資料 密押版

There are many ways for an interviewee to succeed in a job interview.Firstly of all, he must pay attention to his appearance.He should get dressed properly and neatly.Secondly, good manners are equally important.He should be courteous, not to be too proud or too timid.Thirdly, the interviewee must demonstrate his aptitude and skills for the job and his knowledge about the job-related areas.Last but not the least, the interviewee ought to be honest about his personal as well as academic background.To sum up, the job interview is important, but there is no need to be nervous.As long as the interviewee has the ability for the job, with careful preparation and a fairly confident and honest performance, his success can be ensured.作文 7

Reduce Waste on Campus

1.有些大學(xué)校園浪費(fèi)現(xiàn)象日益嚴(yán)重

2.浪費(fèi)的危害

3.杜絕浪費(fèi), 從我做起

yuan buying fashionable clothes and so on.people” when they graduate.In the second place, it is not easy for our parents for our schooling.Last but not the least

作文 8

Internet ― A Two-edged Sword.1.2.3.’ tips.Besides,But Internet has its own drawbacks which should not be neglected.First, it costs an alarming amount of money to construct the system and the cost is very high to most Chinese consumers.Second, it is sometimes difficult for people to find the right information they are looking for since there is too much rubbish on the net.Finally, it is also difficult to prevent the net from the invasion of criminals.Therefore, the Internet should be viewed as a two-edged sword, which presents us with both conveniences and troubles.The best policy, as I see it, is to further develop the net and exert proper supervision over it so that it can benefit us in a better way.天一文化教育集團(tuán)·銳志文化 2009專升本串講復(fù)習(xí)資料 密押版

作文 9

On Water Shortage

1.Water shortage is becoming an urgent problem

2.Possible solutions

No one can have failed to notice the fact that water shortage is a serious problem with which the whole world is confronted.Actually, it has become so widespread that it has severely affected people’s daily life and hindered the development of the global economy.A number of factors could account for the problem, but the following might be the critical ones.First, with the development of agriculture and industry, an increasing amount of water needed.Secondly, the ever-increasing population is another leading cause of water Besides, the global tendency of warming up also contributes to the problem.What’s pollution and waste of fresh water make the situation even worse.essential that laws and regulations be worked out and enforced to reasonable for us to expect a brighter future.作文 10

1.學(xué)生往往對(duì)社會(huì)現(xiàn)實(shí)缺乏認(rèn)識(shí)。

2.社會(huì)實(shí)踐是學(xué)校教育的一個(gè)重要組成部分。

3.參加社會(huì)實(shí)踐的好處。

It is a common weak point among students that the majority of them have their years of learning at college.students are sure to than their textbooks.Their participation in social practice and the working them to apply their knowledge to the solution to the practical problem.In college students have been sent to the basic level to keep in of reality.practice for college students is a bridge between their theory and reality.Timely11

Is Outer Space Worth Exploring

1.目前，太空探索成為熱門話題

2.太空探索對(duì)人類益處

3.你的看法

 Almost everyday we may see something in the newspaper or on TV about the latest exciting developments in space exploration.There is an immense pride in our science and technology and a sense of its importance for the welfare of mankind.There are various advantages in exploring outer space.We have already succeeded in

天一文化教育集團(tuán)·銳志文化 2009專升本串講復(fù)習(xí)資料 密押版

using satellites for communications, weather forecast and oil exploration and with further space research, more problems we are having now can be solved.Space projects will also enable us to find a few chemical elements to cure presently incurable diseases.I think space exploration contributes not only to the improvement of the quality of human life, but also to our understanding of the interdependence of all beings;and therefore, of the need to take better care of each other.作文 12

Mobile Telephone on Campus

1.學(xué)校園里越來越多的學(xué)生拿手機(jī)；

2.手機(jī)對(duì)學(xué)生的影響；

3.你的觀點(diǎn)。

to use mobile telephones.them from

the students’

作文13

根據(jù)下列提示寫一封求職信

1.2.技能和經(jīng)歷

3.I have always been a top student in our Department.I took several optional courses in my －time jobs in a company for two years.In the due process, I enhance my working knowledge

Enclosed is my resume, and my references are available upon notice.I would like to meet you at your earliest convenience and discuss the possibility of working with your company.Or, if you are too busy these days, you can contact me at ***0 for further information.Thank you for your favorable consideration.Best regards.Yours Sincerely,Li Ming

第二篇：最新的公共英語復(fù)習(xí)資料

5.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.他那不能令人滿意的答復(fù)促使我又向他提出了一個(gè)問題。(prompt...to)His unsatisfactory reply prompted me to ask him another question.2)長期醫(yī)療保險(xiǎn)和短期醫(yī)療保險(xiǎn)，哪一項(xiàng)更合算？(a good deal)Which is a better deal, the long-term medical care insurance or the short-term one? 3)圣誕節(jié)期間，那家超市的貨品打5折進(jìn)行清倉銷售。(mark down)n the Christmas season, the goods in that supermarket were on clearance sale by marking down 50% of their original prices.6.Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1)He is a master of language, and his speech always appeals to people with its humour.This book mainly tells you how to learn to become a master of guitar through practice.2)Man does not suffer from conditions, but rather from the views he takes of them.The patient was not better but rather became worse.3)Compared with his room, my room is even smaller.Compared with most of the others, you are so excellent a girl.George wanted very much to run away from her, but instead he took her in his car and drove her home.She didn’t answer me, but instead, she asked me another question.9.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.1)她從一家商店逛到另一家商店，最后以出得起的價(jià)格買到了她所需要的東西。(at a price, afford)She shopped around till she got what she wanted at a price she could afford.2)他除了向我點(diǎn)點(diǎn)頭，從不跟我說話。(other than)He never speaks to me other than to nod to me.你應(yīng)該永遠(yuǎn)以做好你的工作為目標(biāo)。(aim at)You should always aim at doing your job well.幾個(gè)星期以來，她一直待在家中照顧有病的父親。(be tied to)She has been tied to the house for weeks looking after her sick father.這條線路是為緩解交通擁擠而設(shè)計(jì)的。(be designed to)This route was designed to relieve traffic jams.社會(huì)由形形色色的人組成。有些人很好，有些人很壞，而大多數(shù)人則介于兩者之間。(a wide variety of)Society is made up of a wide variety of people.Some of them are good, others are

bad, and the majority are in between.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.服務(wù)是使你自己在競爭中突顯出來的唯一途徑。(differentiate from)The only way to differentiate yourself from the competition is through service.我總是很痛苦地意識(shí)到自己的缺點(diǎn)。(be aware of)I was always painfully aware of my shortcomings.她的悲劇讓我想起我去年的一次遭遇。(call to mind)Her tragedy calls to mind something that happened to me last year.對(duì)于她的缺席，我腦海里出現(xiàn)了好幾種可能性。(come to mind)A number of possibilities came to my mind about her absence.最初的會(huì)議為進(jìn)一步談判奠定了基礎(chǔ)。(set the stage for)The initial meeting set the stage for further negotiations.Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）Some people like coffee, whereas some others like tea.His children are well behaved, whereas those of his sister’s are naughty.If the bird is let out of its cage, it will certainly fly away.It’s not exactly what I wanted, but it will serve my needs.3）The little American girl is both pretty and smart.It is suitable for both classroom use and self-study.4）He might not be able to help but there’s no harm in asking him.The result might not be immediately evident.5）Even if it will take me six weeks, I am determined to finish the job.Even if one graduates from college, he/she should still continue to learn.Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.這一方法證明是非常成功的。(prove)This method has proved to be very successful.我們生了病才知道健康的價(jià)值。(the worth of)We won’t know the worth of health until we are ill.這種表演很受大學(xué)生的歡迎。(be popular with)This kind of performance was very popular with college students.人們認(rèn)識(shí)到吸煙有害健康。(it is recognized that)It is recognized that smoking is bad to one’s health.學(xué)習(xí)一件事情的最好方法是去做這件事。(the best way to)The best way to learn something is to do it.他們將和來自全世界的游泳選手進(jìn)行比賽。(compete with)They will compete with swimmers from across the world.我們不能解決所有問題，但肯定能減輕他們的痛苦。(ease one’s suffering)We can’t solve all the problems, but we certainly can ease their suffering.那天晚上我玩得很開心，晚會(huì)上的其他人也都一樣。(so did)I had a lot of fun that evening and so did everyone else at the party.4.Translate the following profile into English.本公司創(chuàng)立于1990年。我們專門進(jìn)口國外產(chǎn)品。我們總部設(shè)在上海，共有6家分公司，員工超過1 000人。公司2010年?duì)I業(yè)額為1.6億美元。我們的業(yè)務(wù)正在快速增長。The company was founded in 1990.We specialize in importing foreign-made products.We have our headquarters in Shanghai and six branches with more than 1 000 employees.The company had annual sales of US $160 million in 2010 and our business is growing rapidly.公司簡介常用句型：

1.The company was founded in 年

.2.The company mainly deals in

產(chǎn)品

.或者

The company’s leading product is

產(chǎn)品

.3.The head office is located in

城市

.It’s branch offices are in

城市

and

城市

.4.The company had annual sales of about $70million last year, and the business is growing steadily.5.The company consists of

departments.6.It has

employees.7.The company is best known for its quality and service.5． Translate the following sentences into English, using the proper forms of the

words or phrases given in brackets.1）當(dāng)進(jìn)口產(chǎn)品時(shí)，我們必須考慮我們的支付能力。(take into consideration)We must take into consideration our ability to pay when we import goods.2)食品安全與民生緊密相關(guān)。(security)Food security is closely connected with people’s livelihood.3)他們?cè)诜ㄍド蠈?duì)控訴進(jìn)行了非常成功的辯護(hù)。(defence)In the court, they made a very successful defence against the charges.4)這種游戲特別受年輕人的歡迎。(popular with)The game is especially popular with young people.5)在那個(gè)緊要關(guān)頭，他不顧一切地沖了上去。(throw caution to the wind)At that critical moment, he rushed forward and threw caution to the wind.6)在經(jīng)濟(jì)學(xué)上，通貨膨脹意味著貨物和服務(wù)的市場(chǎng)價(jià)格猛烈增長。(go up sharply)In economics, inflation means the market

prices of goods and services will go up sharply.6． Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）我們應(yīng)確保這種個(gè)人攻擊永遠(yuǎn)不再發(fā)生。我們必須一起行動(dòng)，確保我們的環(huán)境正得到改善。We should make sure that this kind of personal attack never happens again.We need to act together to make sure that our environment is being improved

2）他的醫(yī)生警告他要主動(dòng)戒酒。

那個(gè)公園好像不安全，孩子們不應(yīng)該去那里。He is warned to steer clear of alcohol.Kids should steer clear of that park, as it doesn’t seem safe there.3）千萬人的安全受到了威脅。

當(dāng)真理受到威脅時(shí)，我們將堅(jiān)持我們的立場(chǎng)。The safety of thousands of people is at stake.We’ll stand on our ground when truth is at stake.4）至于科學(xué)，我們應(yīng)當(dāng)盡最大努力趕上世界最高水平。要在大學(xué)里取得成功，我們必須在學(xué)業(yè)和社會(huì)工作兩方面跟上其他同學(xué)。

As for science, we should do our best to catch up with the world’s top level.To achieve success in the university, we should catch up with other students in both academic study and social work.5）英語作為主要的網(wǎng)絡(luò)語言，其使用地位有可能下降。你知道他們用什么作為備用能源嗎？

Using English as the major Internet language will probably decline in the future.Do you know what they use as their backup source of energy? 9.Translate the following sentences into English, using the proper forms of the

words or phrases given in the brackets.在山區(qū)，越來越多的文盲有機(jī)會(huì)接受教育了。(have access to)In the mountain areas, a growing number of illiterate people now have access to education.2)你不能總是不表態(tài)，你必須對(duì)此事做出決定。(sit on the fence)You can’t sit on the fence forever;you have to make a decision about it.3）你可以看到，有很多貿(mào)易信息可以利用。(available)As you can see, there is a lot of trade information available.4)她給經(jīng)理打電話，問是否可以打折扣。(call up)She called up the manager and asked if she could get a discount.要在這一領(lǐng)域獲得成功需要有智慧和才能，尤其需要勤奮。(above all)Success in this field requires intelligence and talent, and, above all, hard work.5．5 Translate the following sentences into English, using the proper forms of the words or phrases given in the brackets.1）我們的談話僅僅圍繞與文化差異有關(guān)的事。(encompass)Our conversation merely encompassed the things relating to cultural differences.2)我試圖一口氣讀完整本小說。(in one sitting)I tried to read the whole novel in one sitting.3)當(dāng)她對(duì)約翰更了解以后，她比以往任何時(shí)候都更加愛他。(more than ever)She loved him more than ever when she got to know John better.4)在面試期間，許多求職者會(huì)很緊張，會(huì)結(jié)結(jié)巴巴用詞不當(dāng)。(stumble over)During the interview, many job applicants would get nervous and stumble over their word context.5)許多公司寧愿要更便宜的電腦，而不是功能更強(qiáng)的電腦。(rather than)Many companies would prefer cheaper computers rather than more powerful ones.6)在跨文化交際中，深刻了解西方文化的多樣性是必不可少的。(diversity)A thorough understanding of the diversity of Western culture is a must incross-cultural communication.6． Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences.1）我們既把重點(diǎn)放在戰(zhàn)略性投資上，又注重經(jīng)濟(jì)回報(bào)。每個(gè)人都有權(quán)單獨(dú)地或與他人共同地?fù)碛胸?cái)產(chǎn)。

We focused on strategic investment as well as financial return.Everyone has the right to own property alone as well as in association with others.2）我們討論的都是有關(guān)教育和氣候變化這樣的問題。像慢跑這樣的運(yùn)動(dòng)會(huì)有助于你健康地生活。

Our discussions were all about issues such as education and climate change.Certain sports, such as jogging, can help you lead a healthy life.3）除英國外，您還打算在其他國家發(fā)放生產(chǎn)許可證嗎？ 談?wù)摴ぷ饕酝獾脑掝}永遠(yuǎn)是接近某個(gè)人的最佳方式。Do you intend to grant manufacturing licenses in countries other than the UK? It’s always best to approach someone by speaking about something other than work.4）所有物質(zhì)，不論是固體、液體還是氣體，都是由原子組成的。

不管你喜歡還是討厭，在美國沒有一個(gè)城市能像這個(gè)城市一樣。

All substances are made of atoms, whether it is solid, liquid or gas.Whether you like it or hate it, there is no other city like this one in the US.5）有些電影明星因他們?cè)阢y幕外的行為而聲名狼藉。他因?yàn)闅埲毯痛笠?guī)模屠殺敵人而臭名昭著。

Some movie stars are infamous for their behaviour off-screen.He was infamous for his cruelty and for the mass executions of his enemy.6）所有這些都將基于員工的滿意度來實(shí)施，這是我們長期的目標(biāo)。

我認(rèn)為我們?cè)u(píng)價(jià)一個(gè)人必須以其對(duì)工作的態(tài)度為基礎(chǔ)。All these will be implemented based on the employees’ satisfaction, which is our long-term goal.I think our evaluation of a person must be based on his attitude to work.7）一些食物會(huì)與藥物相互發(fā)生作用，可能有益也可能有害。父母應(yīng)該常和孩子溝通, 以便了解孩子們的好惡。Some foods interact with medicine in ways that may be helpful or harmful.Parents should communicate with their children so that they can be aware of their children’s likes and dislikes.Write an invitation for academic conference according to the Chinese given below.請(qǐng)以重慶應(yīng)用技術(shù)學(xué)院建筑系系主任王勇的名義給美國的著名建筑學(xué)專家Dr.Robert White寫一封邀請(qǐng)函，邀請(qǐng)他于今年10月光臨該校講學(xué)，并誠懇地希望他能接受邀請(qǐng)。（請(qǐng)同學(xué)們注意邀請(qǐng)函的書寫格式，友情提示：書信正文段落間空行只是為了方便大家閱讀。）收信人地址：State University of New York, 685 Baldy Hall, New York 14260 Chongqing College of Applied Technology P.R.China

May 10, 2011 Dr.Robert White

State University of New York 685 Baldy Hall, New York 14260 USA

Dear Dr.White，I am pleased to learn that your work in the field of architecture is well known, I would like to invite you to our college to give us a lecture in October this year.Architecture has always been the top priority at Chongqing College of Applied Technology, and I would be honoured to have you speak to us.I sincerely hope you could give us a favourable reply at your

earliest convenience.I look forward to hearing from you soon.Sincerely yours，Wang Yong

Dean of the Architecture Department 英文邀請(qǐng)函常用句型：

1.The

Department of

College would like to invite you to attend the annual academic conference.On behalf of the

Department of

College, I would like to invite you to deliver a speech at the annual academic conference.2.It is held at

地方

at

鐘點(diǎn)

on

星期，月日，年

.It is held from

to

.It is held in 城市

in

月份

.3.The theme of the conference is

.4.We hope that you can attend the conference.We hope that you can accept the invitation.5.Since you are an expert in this field, we know your views will be extremely interesting to us.6.We are looking forward to your early reply.We are looking forward to receiving your reply as soon as possible.

第三篇：專升本作文題目

專升本《大學(xué)語文》練習(xí)題目

1、閱讀下面的材料，然后按要求作文。

一位先哲曾經(jīng)說過，使我們疲憊的，往往不是遠(yuǎn)方的高山，而是鞋里的一粒沙子，我們要隨時(shí)倒掉鞋里的每一粒沙子。

請(qǐng)以“沙子”為話題，寫一篇不少于600字的文章。

2、閱讀下面的材料，根據(jù)要求作文。

我們身邊有各種不同的‘鏡子’。有人在時(shí)間的流轉(zhuǎn)中，從‘它’照見了容顏的改變；有人在人生的戲局中，從‘它’觀看出真正的自我；但也有人不愿或不能面對(duì)‘它’。

試以‘對(duì)鏡’為題，寫一篇文章，不少600字。

3、閱讀下面的材料，根據(jù)要求作文。

算盤與主人的對(duì)話

算盤對(duì)主人說：“我有13根檔，每根檔上還有3個(gè)空缺，上邊缺了一個(gè)算珠，下邊缺了兩個(gè)算珠，共缺39個(gè)算珠?！敝魅苏f：“我給你補(bǔ)齊就是了?！苯Y(jié)果，算盤不能用了。

請(qǐng)以“留下一點(diǎn)空白”為話題寫一篇文章。

4、以《勿以善小而不為》為題寫一篇議論文，不少于600字，不超過1000字。

5、以《起點(diǎn)與終點(diǎn)》為題，寫一篇不少于600字的文章。

6、.清代詩人袁枚曾經(jīng)說過：“蠶食桑而吐者絲，非桑也。”請(qǐng)以《“食桑吐絲”的啟發(fā)》為題，寫一篇不少于600字的文章。

7、以《挫折》為題，寫一篇不少于700字的議論文。

8、以《路就在腳下》為題，寫一篇不少于600字的文章。

9、以《關(guān)于鑰匙的聯(lián)想》為題寫一篇不少于600字的議論文

10、古語云：“千里之堤，潰于一穴”。據(jù)此，請(qǐng)自擬題目，寫一篇不少于600字的議論文。

11、孔子說：“學(xué)而不思則罔，思而不學(xué)則殆?！保ㄘ瑁簾o，無所得。殆：疑惑。）請(qǐng)以《學(xué)與思》為題，寫一篇議論文，不少于600字。

12、莊子《秋水》中的河伯，“以天下之美為盡在己”，因而“欣然自喜”，當(dāng)看到“不見水端”的大海之后，才望洋興嘆道：“聞道百，以為莫己若者，我之謂也?！?/p>

請(qǐng)以《眼界》為題，寫一篇不少于 800 字的文章。

13、一只狐貍為了鉆進(jìn)葡萄園去美餐一頓將自己餓瘦了三天。到了葡萄園以后狐貍拼命的吃呀吃結(jié)果吃胖了出不來。它只好將自己又餓了三天餓瘦后才出來。從結(jié)果來看狐貍似乎白去了一趟葡萄園。請(qǐng)以此為話題寫一篇表現(xiàn)“結(jié)果與過程”的辨正關(guān)系的作文。

14、選材的木匠來到山里，當(dāng)他看到一堆奇形怪狀的樹根時(shí)，認(rèn)為是無用之材，搖搖頭就走了；不久，一位根雕藝術(shù)家也來到這里，看到樹根，喜出望外，就把它們拾回家，加以雕琢,于是,樹根變成了精美的根雕藝術(shù)品。這則材料會(huì)使人產(chǎn)生許多聯(lián)想，請(qǐng)你結(jié)合生活實(shí)際，以“材與非材”為話題，寫一篇文章。

15、以《橋》為題，寫一篇不少于600字的文章。

第四篇：[公共英語]專升本英語作文常用句型

[公共英語] 專升本英語作文常用句型大全

表示重要、必要、困難、方便、可能

1）It is important（necessary，difficult，convenient，possible）for sb．to

do sth．

2）We think it necessary to do sth．

3）It plays an important role in our life．

例如：

Computers are now being used everywhere，whether in the government，in schools or in business．Soon，computers will be found in every home，too．We have good reason to say that computers are playing an increasingly important role in our life

and we have stepped into the Computer Age．

表示變化

1）Some changes have taken place in the past five years．

2）A great change will certainly be produced in the world’s communications．

3）The computer has brought about many changes in education．

例如：

Some changes have taken place in people’s diet in the past five years．The major reasons for these changes are not far to seek．Nowadays，more and more people are switching from grain to meat for protein，and from fruit and vegetable to milk

for vitamins．

表示比較

1）Compared with A，B．．．

2）I prefer to read rather than watch TV．

3）There is a striking contrast between them．

例如：

Compared with cars，bicycles have several advantages besides being

affordable．Firstly，they do not consume natural resources of petroleum．Secondly，they do not cause the pollution problem．Last but not least，they contribute to

people’s health by giving them due physical exercise

表示好處

1）It has the following advantages．

2）It does us a lot of good．

3）It benefits us quite a lot．

4）It is beneficial to us．

5）It is of great benefit to us．

例如：

Books are like friends．They can help us know the world better，and they can open our minds and widen our horizons．Therefore，reading extensively is of great

benefit to us．

表示原因

1）There are three reasons for this．

2）The reasons for this are as follows．

3）The reason for this is obvious．

4）The reason for this is not far to seek．

5）The reason for this is that．．．

6）We have good reason to believe that．．．

例如：

There are three reasons for the changes that have taken place in our life．Firstly，people’s living standard has been greatly improved．Secondly，most people are well paid，and they can afford what they need or like．Last but

not least，more and more people prefer to enjoy modern life．

注：如考生寫第一個(gè)句子沒有把握，可將其改寫成兩個(gè)句子。如：Great changes have taken place in our life． There are three reasons for this．這樣寫可以避免套用

中的表達(dá)失誤。

表示壞處

1）It has more disadvantages than advantages．

2）It does us much harm．

3）It is harmful to us．

例如：

However，everything divides into two．Television can also be harmful to us．It can do harm to our health and make us lazy if we spend too much time watching

television．

表示措施

1）We should take some effective measures．

2）We should try our best to overcome（conquer）the difficulties．

3）We should do our utmost in doing sth．

4）We should solve the problems that we are confronted（faced）with．

例如：

The housing problem that we are confronted with is becoming more and more

serious．Therefore，we must take some effective measures to solve it．

表示事實(shí)、現(xiàn)狀

1）We cannot ignore the fact that．．．

2）No one can deny the fact that．．．

3）There is no denying the fact that．．．

4）This is a phenomenon that many people are interested in．

5）However，that’s not the case．

例如：

We cannot ignore the fact that industrialization brings with it the problems of pollution．To solve these problems，we can start by educating the public about the hazards of pollution．The government on its part should also design stricter

laws to promote a cleaner environment．

表示數(shù)量

1）It has increased（decreased）from．．．to．．．

2）The population in this city has now increased（decreased）to 800，000．

3）The output of July in this factory increased by 15％ compared with that of

January．

例如：

With the improvement of the living standard，the proportion of people’s income

spent on food has decreased while that spent on education has increased．

再如：

From the graph listed above，itcan be seen that student use of computers has increased from an average of less than two hours per week in 2008 to 20 hours in

2009．

第五篇：專升本聯(lián)大串講之《市場(chǎng)營銷》

市場(chǎng)營銷學(xué)

小題（填空10個(gè)、判斷10空、名詞4*5’，簡答4*10’，案例1*20’）

1.市場(chǎng)營銷學(xué)產(chǎn)生于 19世紀(jì)末20世紀(jì)初（判/填）

2.市場(chǎng)定義（名詞）：市場(chǎng)是以商品交換為基本內(nèi)容的經(jīng)濟(jì)聯(lián)系形式。

（填）在商品經(jīng)濟(jì)條件下，交換產(chǎn)生和存在的前提是（社會(huì)分工）和（商品生產(chǎn)）

3.市場(chǎng)的4個(gè)含義（簡答）：市場(chǎng)是商品交換的場(chǎng)所； 市場(chǎng)表現(xiàn)為對(duì)某種商品的消費(fèi)需求

市場(chǎng)是 各種市場(chǎng)主體間的交換關(guān)系 乃至 全部經(jīng)濟(jì)關(guān)系的綜合市場(chǎng)是 社會(huì)資源的主要配置者、經(jīng)濟(jì)活動(dòng)的主要調(diào)節(jié)者

4.市場(chǎng)基本特征（填/判）：開放性、多元性、自主性、競爭性

5.市場(chǎng)營銷≠銷售或促銷，市場(chǎng)營銷的目的就是使銷售成為不必要，營銷意味著企業(yè)“先開市場(chǎng)后開工市場(chǎng)”

6.市場(chǎng)營銷者：希望從別人那里取得資源 并愿以某種有價(jià)之物作為交換的人

7.市場(chǎng)營銷（名詞）：企業(yè)在變化的環(huán)境中，為滿足消費(fèi)者需要和實(shí)現(xiàn)企業(yè)目標(biāo)，綜合運(yùn)用各種營銷手段，把商

品和服務(wù)整體銷售給消費(fèi)者的一系列市場(chǎng)經(jīng)營活動(dòng)。

8.市場(chǎng)營銷管理過程步驟（填/簡）：分析市場(chǎng)機(jī)會(huì)--選擇目標(biāo)市場(chǎng)--設(shè)計(jì)營銷組合--管理市場(chǎng)營銷活動(dòng)

9.市場(chǎng)營銷組合（4P）組合（填）：四個(gè)可控變量（產(chǎn)品、價(jià)格、地點(diǎn)、促銷）

10.4C組合（填）：消費(fèi)者欲望和需求，消費(fèi)者欲望需求的滿足成本，購買方便性，溝通

11.市場(chǎng)營銷組合的特點(diǎn)（簡/判）：

市場(chǎng)營銷組合因素對(duì)企業(yè)來說都是可控因素； 是一個(gè)復(fù)合結(jié)構(gòu)、動(dòng)態(tài)組合； 要受企業(yè)市場(chǎng)定位戰(zhàn)略的制約

12.傳統(tǒng)營銷觀念：生產(chǎn)觀念—重產(chǎn)輕銷； 產(chǎn)品觀念—重產(chǎn)輕需； 推銷觀念—重視推銷、刺激購買

13.市場(chǎng)營銷觀念：實(shí)現(xiàn)公司目標(biāo)關(guān)鍵是探究目標(biāo)市場(chǎng)的需求和欲望,使公司比競爭者更有效果效率的滿足消費(fèi)者.14.社會(huì)市場(chǎng)營銷觀念（名詞）：企業(yè)的要?jiǎng)?wù)是要確定目標(biāo)市場(chǎng)的需要、欲望及興趣，這樣才能比競爭者更有效率的滿足需要，追求公司利潤、消費(fèi)者欲望、社會(huì)利益 三方面平衡。

15.關(guān)系營銷：企業(yè)要在盈利的基礎(chǔ)上建立維持促進(jìn)與顧客和其他伙伴間的關(guān)系，形成兼顧各方利益的長期關(guān)系

16.整合營銷：企業(yè)需調(diào)動(dòng)所有資源并有效協(xié)調(diào)各部門 來提高對(duì)顧客的服務(wù)水平和滿足程度。

（核心觀點(diǎn)）：從顧客角度去考慮營銷問題，營銷的一切工作都要以顧客為起點(diǎn)和終點(diǎn)。

（兩個(gè)方面）：企業(yè)各部門必須【圍繞企業(yè)總體營銷目標(biāo)加強(qiáng)彼此協(xié)調(diào)；確立為顧客利益考慮的思想觀念】（反映了）：系統(tǒng)哲學(xué)理論在企業(yè)經(jīng)營發(fā)展方面的深化。

17.關(guān)系營銷與整合營銷的區(qū)別（簡答/案例）

交易營銷：適合目光短淺低轉(zhuǎn)換成本的顧客。核心：當(dāng)期交換。企業(yè)著眼于近期利益、與顧客關(guān)系不牢靠，強(qiáng)調(diào)市場(chǎng)占有率、一錘子買賣，追求利益最大化，市場(chǎng)風(fēng)險(xiǎn)大。

關(guān)系營銷：適合眼光長遠(yuǎn)高轉(zhuǎn)換成本的顧客。核心：與客戶建立長期關(guān)系。企業(yè)著眼于長遠(yuǎn)利益、與顧客關(guān)

系較牢靠，強(qiáng)調(diào)顧客忠誠度滿意度，追求互利關(guān)系最佳比，市場(chǎng)風(fēng)險(xiǎn)小。

18.顧客讓渡價(jià)值：顧客總價(jià)值（產(chǎn)品/形象/人員/服務(wù)價(jià)值）與顧客總成本（時(shí)間/貨幣/精力/體力成本）間的差距。

19.企業(yè)實(shí)施CS營銷戰(zhàn)略的主要途徑（簡答/案例）：

企業(yè)要站在顧客立場(chǎng)上考慮和解決問題，把顧客需要、滿意放首位

（1）開發(fā)顧客滿意的產(chǎn)品：以客需為首，調(diào)查其需求，分析其購買動(dòng)機(jī)、購買行為、購買能力、購買水平研究其消費(fèi)習(xí)慣、興趣愛好，科學(xué)定制產(chǎn)品開發(fā)方向與數(shù)量。

（2）提供顧客滿意的服務(wù)：做到：明碼標(biāo)價(jià)優(yōu)質(zhì)優(yōu)價(jià)//包裝安便//尺足稱滿//售后周到、幫助安裝、傳授技術(shù)

從而不斷完善服務(wù)系統(tǒng)，最大限度使顧客安心便利。

（3）進(jìn)行CS觀念教育，使顧客第一的觀念深入人心

（4）通過福利保障、上下及溝通、讓員工參與決策和自我實(shí)現(xiàn)來提高企業(yè)員工滿意度

（5）建立CS分析方法體系：評(píng)價(jià)客戶滿意度，反饋給企業(yè)以便改進(jìn)工作

20.企業(yè)如何應(yīng)對(duì)變化的市場(chǎng)營銷環(huán)境（案例）

企業(yè)對(duì)市場(chǎng)營銷環(huán)境的適應(yīng)既是營銷環(huán)境的客觀性要求，也是企業(yè)營銷觀念的要求。

現(xiàn)代營銷觀念以消費(fèi)者需求為中心，要求企業(yè)認(rèn)清環(huán)境及變化，發(fā)現(xiàn)并比競爭者更好的滿足顧客需求才不會(huì)

被市場(chǎng)淘汰。

環(huán)境的復(fù)雜性和動(dòng)態(tài)性要求企業(yè)不斷滿足需求、適應(yīng)環(huán)境，才能生存發(fā)展。

企業(yè)對(duì)營銷環(huán)境的適應(yīng) 既依賴又改造，要發(fā)揮企業(yè)能動(dòng)性。

21.微觀營銷環(huán)境分析（案例）

企業(yè)—在營銷中為了實(shí)現(xiàn)經(jīng)營目標(biāo)，必須協(xié)調(diào)主處理好各部門間的關(guān)系和矛盾。

供應(yīng)商—是向企業(yè)及其競爭者提供生產(chǎn)產(chǎn)品和服務(wù)所需資源的企業(yè)或個(gè)人。

中間商—是協(xié)助企業(yè)尋找客戶進(jìn)行交易的中介單位，分為 代理商（無產(chǎn)品所有權(quán)）和 經(jīng)銷商（有所有權(quán)）顧客—是企業(yè)最重要的環(huán)境因素，是企業(yè)的目標(biāo)市場(chǎng)。

包括：（消費(fèi)者市場(chǎng)、工業(yè)市場(chǎng)、中間商市場(chǎng)、政府市場(chǎng)、國際市場(chǎng)）

競爭者—競爭者類型分為：愿望競爭者（提供不同產(chǎn)品滿足不同需求）；平行競爭者（為同需求提供不同產(chǎn)品）產(chǎn)品形式競爭者（同種產(chǎn)品不同規(guī)格）；品牌競爭者（產(chǎn)品相同、品牌不同）同行業(yè)競爭中考慮 賣方密度、產(chǎn)品差異、進(jìn)入難度，這三個(gè)因素決定了同行業(yè)競爭激烈程度。公眾—企業(yè)要考慮營銷方式是否受到公眾歡迎（金融公眾、媒介公眾、政府公眾、群眾團(tuán)體）

22.宏觀營銷環(huán)境分析（案例）--包括：人 經(jīng) 然，政 科 文

人口環(huán)境：人口規(guī)模及增長速度（影響基本生活資料需求）； 人口地理分布（人口密度/流量不同地區(qū)有差異）人口結(jié)構(gòu)--年齡、性別、家庭(主要采購單位)、社會(huì)（城市市場(chǎng)競爭烈，農(nóng)村市場(chǎng)競爭弱）、民族、教育經(jīng)濟(jì)環(huán)境：經(jīng)濟(jì)發(fā)展水平（經(jīng)濟(jì)發(fā)展階段不同、居民收入不同導(dǎo)致顧客對(duì)產(chǎn)品需求不同）；居民儲(chǔ)蓄情況自然環(huán)境：資源狀況（有限資源—石油，無限資源—空氣）；資源成本；環(huán)境保護(hù)意識(shí)日益增強(qiáng)--新市場(chǎng)機(jī)會(huì)

科技環(huán)境：新技術(shù)會(huì)為企業(yè)帶來發(fā)展機(jī)會(huì)，舊技術(shù)行業(yè)衰退。社會(huì)文化：文化背景→價(jià)值觀→購買行為不同

23.SWOT分析（案例）

定義：將于研究對(duì)象密切相關(guān)的各主要內(nèi)部優(yōu)劣勢(shì)、外部機(jī)會(huì)威脅 依照矩陣排列，把內(nèi)外要素結(jié)合形成公司

戰(zhàn)略的一種分析方法。SWOT包括：優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅

優(yōu)劣勢(shì)分析：著眼于企業(yè)自身實(shí)力和與競爭者的比較 ； 機(jī)會(huì)威脅分析：外部環(huán)境變化對(duì)企業(yè)的影響

優(yōu)勢(shì)+機(jī)會(huì)：利用優(yōu)勢(shì)抓住機(jī)會(huì)優(yōu)勢(shì)+威脅：利用優(yōu)勢(shì)規(guī)避風(fēng)險(xiǎn)

劣勢(shì)+機(jī)會(huì)：利用機(jī)會(huì)彌補(bǔ)劣勢(shì)劣勢(shì)+威脅：彌補(bǔ)劣勢(shì)，消除威脅

24.（填）按照購買目的和用途不同，市場(chǎng)可以劃分為（組織市場(chǎng)）和（消費(fèi)者市場(chǎng)）

組織市場(chǎng)：以某種組織為購買單位的購買者所構(gòu)成的市場(chǎng)

消費(fèi)者市場(chǎng)（最終市場(chǎng)）：個(gè)人/家庭為了生活消費(fèi)而購買產(chǎn)品和服務(wù)的市場(chǎng)

25.消費(fèi)者購買行為的刺激—反應(yīng)模式（簡答/填空）

26.消費(fèi)者購買決策過程：認(rèn)識(shí)需要—信息收集—備選產(chǎn)品評(píng)估—購買決策—購后行為

27.組織市場(chǎng)（不同購買者的集合）--分類（填空/簡答）：

生產(chǎn)者市場(chǎng)（加工生產(chǎn)其他產(chǎn)品以謀利）； 中間商市場(chǎng)（為盈利而進(jìn)行轉(zhuǎn)賣或租賃）

非盈利性組織市場(chǎng)（低預(yù)算且受一定控制，如學(xué)校/醫(yī)院/監(jiān)獄）；政府采購市場(chǎng)（通過競價(jià)投標(biāo)向國內(nèi)供應(yīng)商采購）

28.市場(chǎng)細(xì)分：營銷者通過市場(chǎng)調(diào)研，依據(jù)消費(fèi)者需要、欲望、購買行為、購買習(xí)慣方面的明顯差異性，把某一

產(chǎn)品的市場(chǎng)整體劃分為若干個(gè)消費(fèi)者群的市場(chǎng)費(fèi)雷過程

29.市場(chǎng)細(xì)分的作用：有利于發(fā)現(xiàn)市場(chǎng)機(jī)會(huì)、掌握目標(biāo)市場(chǎng)特點(diǎn)、制定市場(chǎng)營銷組合策略、提高企業(yè)競爭力

30.市場(chǎng)細(xì)分標(biāo)準(zhǔn)：細(xì)分消費(fèi)者市場(chǎng)標(biāo)準(zhǔn)（地理環(huán)境變量、人口變量、消費(fèi)者心理、行為變量、用利益細(xì)分變量）細(xì)分產(chǎn)業(yè)市場(chǎng)標(biāo)準(zhǔn)（顧客類型、地理位置、顧客規(guī)模、產(chǎn)品用途）

31.市場(chǎng)細(xì)分原則：可盈利性、可區(qū)分性、可實(shí)現(xiàn)性、可衡量性

32.目標(biāo)市場(chǎng)：企業(yè)決定作為自己服務(wù)對(duì)象的有關(guān)市場(chǎng)，可以是 某個(gè)細(xì)分市場(chǎng)／若干市場(chǎng)集合／整個(gè)市場(chǎng)

33.目標(biāo)市場(chǎng)選擇策略（簡答）

無差異營銷策略：企業(yè)把整體市場(chǎng)看做一個(gè)大目標(biāo)市場(chǎng)，不細(xì)分，用一種產(chǎn)品、市場(chǎng)營銷組合對(duì)待整體市場(chǎng)優(yōu)：成本經(jīng)濟(jì)性缺：消費(fèi)者需求偏好極具復(fù)雜性，一種產(chǎn)品很難滿足

差異化營銷策略：把整體市場(chǎng)劃分為若干需求與愿望大致相同的細(xì)分市場(chǎng)，根據(jù)企業(yè)資源及營銷實(shí)力選擇部分

細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)，為個(gè)目標(biāo)市場(chǎng)制定不同的市場(chǎng)營銷組合策略。

優(yōu)：有針對(duì)性的滿足不同消需、提高產(chǎn)品競力；缺：產(chǎn)品品種/銷渠/廣宣擴(kuò)大增加營銷費(fèi)用集中性營銷策略：在市場(chǎng)細(xì)分基礎(chǔ)上選擇幾個(gè)相似的作為目標(biāo)市場(chǎng)，制定一套營銷組合方案，實(shí)行專業(yè)化經(jīng)營

進(jìn)行密集型開發(fā)，集中力量在分市場(chǎng)占大份額。

優(yōu)：能充分發(fā)揮自己的技術(shù)資源優(yōu)勢(shì)，大大節(jié)省營銷費(fèi)用增加盈利，更好地滿足消需，取得優(yōu)越的市場(chǎng)地位

缺：經(jīng)營者風(fēng)險(xiǎn)較大，若消費(fèi)者興趣突然轉(zhuǎn)移或出現(xiàn)強(qiáng)有力競爭對(duì)手，會(huì)使企業(yè)陷入困境

34.市場(chǎng)定位：企業(yè)根據(jù)競爭者現(xiàn)有產(chǎn)品在市場(chǎng)上所處位置，針對(duì)顧客對(duì)該類產(chǎn)品某些特征或?qū)傩缘闹匾暢潭龋瑸楸酒髽I(yè)產(chǎn)品塑造與眾不同的、印象鮮明的形象，并將此形象生動(dòng)的傳遞給顧客，使該產(chǎn)品確定適當(dāng)市場(chǎng)位置

35.市場(chǎng)定位方法：根據(jù)【產(chǎn)品屬性和利益；產(chǎn)品價(jià)格和質(zhì)量；產(chǎn)品用途；使用者；產(chǎn)品檔次；競爭地位】定位

36.市場(chǎng)定位策略：避強(qiáng)定位；對(duì)抗性定位；重新定位

37.市場(chǎng)定位策略的選擇與執(zhí)行：找出可行的競爭優(yōu)勢(shì)；選擇正確的競爭優(yōu)勢(shì)；溝通及傳達(dá)選好的定位

38.競爭者分析的五大內(nèi)容：競爭者的營銷目標(biāo)、營銷假設(shè)、現(xiàn)行戰(zhàn)略、營銷能力、反映情況（進(jìn)攻/防御性行為）

39.企業(yè)面臨的5種競爭力：潛在競爭力、同行業(yè)現(xiàn)有競爭力、買方競爭力、供貨者競爭力、替代品競爭力

40.基本的市場(chǎng)競爭策略（簡答）：

低成本策略：在保證產(chǎn)品質(zhì)量和服務(wù)的前提下，通過降低生產(chǎn)和銷售成本，使自己的產(chǎn)品低于競爭對(duì)手的價(jià)格，從而迅速擴(kuò)大銷量提高市場(chǎng)占有率的策略

優(yōu)：采用低成本策略利用規(guī)模經(jīng)濟(jì)形成企業(yè)在同行業(yè)中的低成本優(yōu)勢(shì)缺：一味追求低成品易使顧客滿意度下降差別化策略：通過發(fā)展企業(yè)別具一格的營銷活動(dòng)爭取在產(chǎn)品或服務(wù)方面的獨(dú)有性，使消費(fèi)者產(chǎn)生興趣而消除

價(jià)格的可比性，以差異優(yōu)勢(shì)產(chǎn)生競爭力的策略

優(yōu)：利用產(chǎn)品設(shè)計(jì)、使用功能、外觀、包裝、服務(wù)等途徑形成別具一格的企業(yè)形象缺：付出代價(jià)較高聚焦策略：通過集中企業(yè)力量為細(xì)分市場(chǎng)提供有效服務(wù)，充分滿足部分消需，以爭取局部競爭優(yōu)勢(shì)的策略優(yōu)：利用完善適應(yīng)自身能力的目標(biāo)市場(chǎng)策略，在原本并不擁有全面競爭優(yōu)勢(shì)的目標(biāo)市場(chǎng)中獲得有利地位缺：若和其他部分市場(chǎng)無任何差異，此競爭策略無法成功

41.產(chǎn)品整體概念：一切能滿足消費(fèi)者某種利益和欲望的物質(zhì)產(chǎn)品和無形服務(wù)，有形物品包括產(chǎn)品實(shí)體及其品質(zhì)

特色款式品牌和包裝。無形服務(wù)包括可以給顧客帶來附加利益和心理上的滿足感的售后服務(wù)、產(chǎn)品信譽(yù)等

42.產(chǎn)品組合策略（簡答）：

擴(kuò)大產(chǎn)品組合寬度；加強(qiáng)產(chǎn)品組合深度（向下擴(kuò)：高檔中加低檔,有風(fēng)險(xiǎn)//向上擴(kuò)：原有線上加高檔//雙向擴(kuò)）產(chǎn)品線特色化；產(chǎn)品線現(xiàn)代化

43.產(chǎn)品生命周期：新產(chǎn)品從試制成功后經(jīng)成批生產(chǎn)投放市場(chǎng)，到市場(chǎng)飽和最后被淘汰的全部變化過程所經(jīng)時(shí)間

44.新產(chǎn)品：重大發(fā)現(xiàn)產(chǎn)生的產(chǎn)品，在功能或形態(tài)上發(fā)生改變，從原有市場(chǎng)進(jìn)入新市場(chǎng)，能給消費(fèi)者提供新效用

45.品牌：是一個(gè)名稱、屬于、標(biāo)記、符號(hào)、圖案，或這些因素的組合，用來識(shí)別產(chǎn)品的制造商和銷售商

46.單一/多品牌策略：（簡答）

個(gè)別品牌策略：企業(yè)在不同的產(chǎn)品線上或同一產(chǎn)品線內(nèi)的不同產(chǎn)品適用不同的品牌

優(yōu)：為建立不同的產(chǎn)品特色、迎合不同購買動(dòng)機(jī)建立途徑

缺：企業(yè)要有實(shí)力經(jīng)營多品牌，要縝密的調(diào)查市場(chǎng)、尋找產(chǎn)品差異，要考慮企業(yè)所處行業(yè)的具體情況單一品牌策略：企業(yè)所有產(chǎn)品采用同一品牌，也稱品牌延伸策略

優(yōu)：大大降低廣告宣傳等促銷費(fèi)用，顧客容易接受新產(chǎn)品缺：品牌延伸不當(dāng)會(huì)影響原品牌形象

47.三種定價(jià)導(dǎo)向：成本導(dǎo)向、需求導(dǎo)向、競爭導(dǎo)向

需求導(dǎo)向定價(jià)法：以市場(chǎng)需求強(qiáng)度及消費(fèi)者的感受作為主要依據(jù)的定價(jià)方法，是伴隨營銷觀念更新而生的方法 競爭導(dǎo)向定價(jià)法：以市場(chǎng)上相互競爭的同類產(chǎn)品價(jià)格為定價(jià)的基本依據(jù)，隨競爭狀況變化而調(diào)整價(jià)格的定價(jià)法

48.新產(chǎn)品定價(jià)策略：撇脂定價(jià) 滲透定價(jià) 滿意定價(jià)

撇脂定價(jià) 適用于在市場(chǎng)上有明顯獨(dú)到之處，市場(chǎng)容量較大，消費(fèi)者對(duì)價(jià)格不敏感，競爭者短期內(nèi)難效仿的產(chǎn)品 滲透定價(jià) 適用于低檔、易耗、專業(yè)性不強(qiáng)的商品及生活必需品

49.競爭對(duì)手對(duì)企業(yè)調(diào)價(jià)的反應(yīng)：相向式反應(yīng)（同升同降）、逆向式反應(yīng)（你漲我降）、交叉式反應(yīng)

50.分銷渠道：某種貨物和勞務(wù)從生產(chǎn)者向消費(fèi)者轉(zhuǎn)移時(shí)取得的所有權(quán)或幫助其所有權(quán)的企業(yè)和個(gè)人。

51.分銷渠道類型： 直接渠道：生產(chǎn)企業(yè)不通過中間商環(huán)節(jié)直接將產(chǎn)品銷售給消費(fèi)者（適用于工業(yè)品）間接渠道：生產(chǎn)企業(yè)通過中間商環(huán)節(jié)把產(chǎn)品傳送到消費(fèi)者手中（適用與消費(fèi)品）

52.垂直渠道系統(tǒng)：由生產(chǎn)企業(yè)、批發(fā)商和零售商組成的統(tǒng)一系統(tǒng)

水平是渠道系統(tǒng)：有兩家公司以上的公司聯(lián)合起來的渠道系統(tǒng)，可實(shí)行暫時(shí)或永久合作

多渠道營銷系統(tǒng)：對(duì)同一或不同的分市場(chǎng)采用多條渠道營銷系統(tǒng)

53.三種決策：密集性分銷；選擇性分銷；獨(dú)家分銷（簡答/判斷）

密集性分銷：生產(chǎn)者利用盡可能多中間商為其推銷產(chǎn)品。優(yōu)：大范圍推銷選擇中間商方便 缺：費(fèi)用高，易失控 選擇性分銷：生產(chǎn)者選擇有限的中間商在特定區(qū)域銷售自己的產(chǎn)品。優(yōu)：專一性強(qiáng) 缺：受中間商政策影響

獨(dú)家分銷：生產(chǎn)者在一定時(shí)間區(qū)域內(nèi)選擇一個(gè)中間商銷售自己的產(chǎn)品。優(yōu)：利于與中間商合作，新產(chǎn)品上市方便

54.評(píng)估分銷渠道方案的三個(gè)標(biāo)準(zhǔn)：經(jīng)濟(jì)型、可控性、適應(yīng)性

經(jīng)濟(jì)性標(biāo)準(zhǔn)：從經(jīng)濟(jì)角度考察其運(yùn)行成本和銷售貢獻(xiàn)大小，分析哪種方案銷量更大和每個(gè)渠道的運(yùn)行成本可控性標(biāo)準(zhǔn)：銷售代理商是獨(dú)立公司，關(guān)心本企業(yè)利潤最大化，而非制造商利益

適應(yīng)性標(biāo)準(zhǔn)：每個(gè)渠道方案在經(jīng)濟(jì)型或控制性方面都十分有約時(shí)才考慮

55.直接激勵(lì)：通過給予渠道成員物質(zhì)或金錢的獎(jiǎng)勵(lì)來激發(fā)其積極性從而實(shí)現(xiàn)公司的銷售目標(biāo)。

方法：過程返利、銷量返利

間接激勵(lì)：通過幫助渠道成員進(jìn)行銷售管理，以提高銷售效率和效果來激發(fā)渠道成員的積極性和銷售熱情

方法：為渠道成員 建立進(jìn)銷存報(bào)表、進(jìn)行客戶管理和客戶開發(fā)

56.促銷----實(shí)質(zhì)：營銷者與顧客和潛在顧客之間的雙向信息溝通

目的：引起注意、刺激購買欲望和購買行為，形成信任關(guān)系，從而有利于產(chǎn)品銷售和樹立品牌形象

功能：企業(yè)可以獲取自身尋在的不足、競爭對(duì)手的詳情、以及顧客提供的寶貴建議

57.營業(yè)推廣形式

營業(yè)推廣：不同于人員推銷、廣告、公共關(guān)系的銷售活動(dòng)，目的在于激發(fā)消費(fèi)者購買和促進(jìn)經(jīng)銷商效率

針對(duì)消費(fèi)者的營業(yè)推廣（禮品、優(yōu)惠劵、抽獎(jiǎng)）；針對(duì)中間商的營業(yè)推廣（批發(fā)回扣、交易會(huì)）；針對(duì)銷售人員的營業(yè)推廣（銷售競賽、免費(fèi)人員培訓(xùn)和技術(shù)指導(dǎo)）