商务英语概念总结

1、Unit 101.Marketing:Marketing is a total system of business activities designed to plan,price,promotion and distribute want-satisfying products to target markets to achieve organizational objectives.2.Market opportunity: profitable possibilities of filling unsatisfied needs or creating new ones in ar

2、eas in which the company is likely to enjoy a differential advantage,due to its distinctive competencies.3.Market research: collect and analyze information about the size of a potential market,about consumers reaction to particular product or service features,and so on.4.Marketing mix: all the vario

3、us elements of a marketing programme,their integration,and the amount of effort that a company can expend on them in order to influence the target market.5.Four Psof marketing mix:Product(include quality, features, style, brand name, size, packaging,services and guarantee.Place(includes such factors

4、 as distribution channels, locations of points of sale,transport,inventory size Promotion(it groups together advertising,publicity,salespromotion,and personal sellingPrice(includes the basic list price,discounts,the length of the payment period,possible credit terms,and so on6.Producer/industrial/bu

5、siness Market: consisting of all the individuals and organizations that acquire goods and services that are used in the production of other goods,or in the supply of services others.7.target market: refers to a groups of people or organizations at which a firm directs a marketing program.8.Selling:

6、assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services.9.Marketing: assumes that the producers task is to find wants and fill them.Unit 111.word-of mouth advertising(口头广告which occurs when people tell their friends about the be

7、nefits of products or services that they have purchased.2.institutional/prestige advertising(机构/信誉广告which is designed to build up their reputation rather than to sell particularproducts.3.a brief:a statement of the objectives of the advertising campaign.4.overall advertising strategy:it concerning t

8、he message to be communicated to the target customers.5.a media plan: specifying which media will be used and in which proportions.Unit 121.develop product or brand awareness: inform potential customers (and distributors,dealers and retailersabout the products existence,its feature,its advantages,an

9、d so motion tools: advertising, public relations, sales promotion,or personal selling3.public relations(PR:is concerned with maintaining, improving or protecting the image of a company or product.4.publicity(the most important element of PR: which is any mention of a companys products that i

10、s not paid for,in any medium read ,viewed or heard by a companys customers orpotential customers,aimed at assisting sales. 5.sales promotions such as free samples, coupons,price reductions, competitions, and so on,are temporary tactics designed to stimulate either earlier or stronger sales of a prod

11、uct.6.personal selling is the most expensive promotion tool, and is generally only used sparingly, eg. as a complement to advertising. Unit 131.accounting:process of measuring, interpreting, communicating financial information to enable people inside and outside the firm to make informed.2.historica

12、l cost accounting历史成本会计: which records assets at their original purchase price,minus accumulated depreciation charges.3.current cost or replacement cost accounting 重置成本会计: which values assets(and related expenses like depreciationat the price that would have to be paid to replace them(or to buya mor

13、e modern equivalent today.4.the profit and loss account or incomestatement损益表shows earnings and expenditure.It usually gives figures for total sales or turnover,and cost,expenses and overheads.5.利益的流向:to the government in taxation, to shareholders as a dividend, retained by the company.6:the balance

14、 sheet资产负债表shows a companys financial situation on a particular date,generally the last day of the financial year. It lists the companys assets,its long-term and short-term liabilities,and shareholders angible assets无形资产,whose value is difficult to quantify or turn into cash,such as goodw

15、ill,patents,copyrights and trade marks. 8.tangible assets有形资产: plant, equipment, cash, real estate9.the basic accounting equation会计恒等式: Assets=Liabilities+ownersEquity, this can be rewritten as Assets-Liabilities=ownersEquity or Net Assets10.Net Assets净资产includes share capital,share premium or paid-

16、in surplus,and thecompanys reserves. panys market capitalization 公司市场 资本化: the total value of its shares at any given time, ie.shares times their market price. 12.double-entry bookkeeping 复式簿记: that all transactions are entered as a credit in one account and as a debit in another. 13.the funds flow

17、statement or source and application of funds statement(GBor the statement of changes in financial position(US 资金流量表：It shows the flow of cash in and out of the business between balance sheet dates. 14.Sources of funds include trading profits, depreciation provisions, sales of assets, borrowing, and

18、the issuing of shares. 15.Applications of funds include purchases of fixed or financial assets, payment of dividends, repayment of loans,and -in a bad year-trading losses. Unit 14 1.Commercial or retail banks are business that trade in money, they receive and hold deposits, pay money according to cu

19、stomers instructions,lend money, offer investment advice, exchange foreign currencies and so on. 2.investment banks raise funds for industry on the various financial trade, issue markets, and finance international underwrite securities, deal with take overs and mergers,and issue government bonds. 3.A Eurocurrency is any currency held outside its country of origin. Unit 15 1.A limited company is a legal