商務(wù)英語(yǔ)概念總結(jié)

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 a

2、reas 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 vari

3、ous 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 fact

4、ors as distribution channels, locations of points of sale,transport,inventory size)Promotion(it groups together advertising,publicity,sales promotion,and personal selling)Price(includes the basic list price,discounts,the length of the payment period,possible credit terms,and so on)6.Producer/industr

5、ial/business 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.Se

6、lling: 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（口頭廣告） which occurs when people tell their friends abo

7、ut the benefits of products or services that they have purchased.2.institutional/prestige advertising(機(jī)構(gòu)/信譽(yù)廣告)which is designed to build up their reputation rather than to sell particular products.3.a brief: a statement of the objectives of the advertising campaign.4.overall advertising strategy： it

8、 concerning the 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 retailers)about the products existence,its feature,its

9、 advantages,and so on. 2.promotion 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 company

10、s products that is not paid for,in any medium read ,viewed or heard by a companys customers or potential 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 stronge

11、r sales of a product.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 inf

12、ormed.2.historical cost accounting歷史成本會(huì)計(jì): which records assets at their original purchase price,minus accumulated depreciation charges.3.current cost or replacement cost accounting重置成本會(huì)計(jì): which values assets(and related expenses like depreciation)at the price that would have to be paid to replace th

13、em(or to buy a more modern equivalent) today.4.the profit and loss account or income statement損益表 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

14、company.6:the balance sheet資產(chǎn)負(fù)債表 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 funds. 7.intangible assets無(wú)形資產(chǎn),whose value is difficult to quantify or turn

15、into cash,such as goodwill,patents,copyrights and trade marks. 8.tangible assets有形資產(chǎn): plant, equipment, cash, real estate9.the basic accounting equation會(huì)計(jì)恒等式: Assets=Liabilities+owners Equity, this can be rewritten as Assets-Liabilities=owners Equity or Net Assets10.Net Assets凈資產(chǎn) includes share capi

16、tal,share premium or paid-in surplus,and the companys reserves.panys market capitalization公司市場(chǎng)資本化: the total value of its shares at any given time, ie.shares times their market price. 12.double-entry bookkeeping復(fù)式簿記: that all transactions are entered as a credit in one account and as a debit in anot

17、her.13.the funds flow statement or source and application of funds statement(GB)or the statement of changes in financial position(US)資金流量表：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 a

18、ssets, borrowing, and 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 141.Commercial or retail banks are business that trade in money, they receive and hold deposits, pay mo

19、ney according to customers instructions,lend money, offer investment advice, exchange foreign currencies and so on.2.investment banks raise funds for industry on the various financial markets, finance international trade, issue and 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 151.A limited company is