Unit 10 1.Marketing: Marketing is a total system of busine activities designed to plan,price,promotion and distribute want-satisfying products to target markets to achieve organizational objectives.2.Market opportunity: profitable poibilities of filling unsatisfied needs or creating new ones in areas 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 consumer’s reaction to particular product or service features,and so on.4.Marketing mix: all the various 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 Ps’of marketing mix: Product(include quality, features, style, brand name, size, packaging,services and guarantee.) Place(includes such factors 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,poible credit terms,and so on) 6.Producer/industrial/busine 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: aumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-eential goods or services.9.Marketing: aumes that the producer’s task is to find wants and fill them.Unit 11 1.word-of mouth advertising（口头广告） which occurs when people tell their friends about the benefits 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 particular products.3.a brief: a statement of the objectives of the advertising campaign.4.overall advertising strategy： it concerning the meage to be communicated to the target customers.5.a media plan: specifying which media will be used and in which proportions.Unit 12 1.develop product or brand awarene: inform potential customers (and distributors,dealers and retailers)about the product’s existence,its feature,its advantages,and so on.
2.promotion tools: advertising, public relations, sales promotion,or personal selling 3.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’s products that is not paid for,in any medium read ,viewed or heard by a company’s customers or potential customers,aimed at aisting 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 product.6.personal selling is the most expensive promotion tool, and is generally only used sparingly, eg.as a complement to advertising.Unit 13 1.accounting: interpreting,
proce
of
measuring, financial
communicating information to enable people inside and outside the firm to make informed.2.historical cost accounting历史成本会计: which records aets at their original purchase price,minus accumulated depreciation charges.3.current cost or replacement cost accounting重置成本会计: which values aets(and related expenses like depreciation)at the price that would have to be paid to replace them(or to buy a more modern equivalent) today.4.the profit and lo account or income statement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 sheet资产负债表 shows a company’s financial situation on a particular date,generally the last day of the financial year.It lists the company’s aets,its long-term and short-term liabilities,and shareholders’ funds. 7.intangible aets无形资产,whose value is difficult to quantify or turn into cash,such as goodwill,patents,copyrights and trade marks. 8.tangible aets有形资产: plant, equipment, cash, real estate 9.the basic accounting equation会计恒等式: Aets=Liabilities+owners’ Equity, this can be rewritten as Aets-Liabilities=owners’ Equity or Net Aets 10.Net Aets
净资产 includes share capital,share premium or paid-in surplus,and the company’s reserves.11.company’s 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 statement or source and application of funds statement(GB)or the statement of changes in financial position(US)资金流量表：It shows the flow of cash in and out of the busine between balance sheet dates.14.Sources of funds include trading profits, depreciation
provisions,
sales
of
aets, borrowing, and the iuing of shares.15.Applications of funds include purchases of fixed or financial aets, payment of dividends, repayment of loans,and -in a bad year-trading loes.Unit 14 1.Commercial or retail banks are busine that trade in money, they receive and hold deposits, pay money 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, iue and underwrite securities, deal with take overs and mergers,and iue government bonds.3.A Eurocurrency is any currency held outside its country of origin.Unit 15 1.A limited company is a legal entity separated from its owners,and is only liable for the amount of capital that has been invested in it.2.Articles of Aociation公司章程,which set out the duties of directors and the rights of shareholders.Unit 17 1.Futures markets期货市场 on which contracts can be made to buy and sell commodities, currencies, and various financial aets,at a future date,but with the price fixed at the time of the deal.2.A call option看涨期权 gives the right to buy securities(or currency or a commodity)at a certain price during a certain period of time.3.A put option 看跌期权gives the right to sell an aet at a certain price during a certain period of time.
