第一篇：天一文化2009專升本公共英語串講復習資料-作文題目

天一文化教育集團·銳志文化 2009專升本串講復習資料 密押版

2009年河南省普通高等學校

選拔優秀專科畢業生進入本科階段學習考試

考前復習資料·公共英語-作文（非常重要）

作文1Part-time Jobs for College Students

1.有人認為大學生應該兼職工作；

2.有人認為大學生不應該兼職工作；

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）人們對職業各有不同的理想

2）我的理想的職業

3）我怎樣為理想的職業做準備

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·銳志文化 2009專升本串講復習資料 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，有些問題隨之產生。

2.比較明顯的大問題有......3.我對這種現象的想法。

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、專業知識、自信、實事求是……

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·銳志文化 2009專升本串講復習資料 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.有些大學校園浪費現象日益嚴重

2.浪費的危害

3.杜絕浪費, 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·銳志文化 2009專升本串講復習資料 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.學生往往對社會現實缺乏認識。

2.社會實踐是學校教育的一個重要組成部分。

3.參加社會實踐的好處。

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·銳志文化 2009專升本串講復習資料 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.學校園里越來越多的學生拿手機；

2.手機對學生的影響；

3.你的觀點。

to use mobile telephones.them from

the students’

作文13

根據下列提示寫一封求職信

1.2.技能和經歷

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：最新的公共英語復習資料

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促使我又向他提出了一個問題。(prompt...to)His unsatisfactory reply prompted me to ask him another question.2)長期醫療保險和短期醫療保險，哪一項更合算？(a good deal)Which is a better deal, the long-term medical care insurance or the short-term one? 3)圣誕節期間，那家超市的貨品打5折進行清倉銷售。(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)他除了向我點點頭，從不跟我說話。(other than)He never speaks to me other than to nod to me.你應該永遠以做好你的工作為目標。(aim at)You should always aim at doing your job well.幾個星期以來，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計的。(be designed to)This route was designed to relieve traffic jams.社會由形形色色的人組成。有些人很好，有些人很壞，而大多數人則介于兩者之間。(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到自己的缺點。(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.對于她的缺席，我腦海里出現了好幾種可能性。(come to mind)A number of possibilities came to my mind about her absence.最初的會議為進一步談判奠定了基礎。(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值。(the worth of)We won’t know the worth of health until we are ill.這種表演很受大學生的歡迎。(be popular with)This kind of performance was very popular with college students.人們認識到吸煙有害健康。(it is recognized that)It is recognized that smoking is bad to one’s health.學習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.本公司創立于1990年。我們專門進口國外產品。我們總部設在上海，共有6家分公司，員工超過1 000人。公司2010年營業額為1.6億美元。我們的業務正在快速增長。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

產品

.或者

The company’s leading product is

產品

.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）當進口產品時，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。(security)Food security is closely connected with people’s livelihood.3)他們在法庭上對控訴進行了非常成功的辯護。(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)在那個緊要關頭，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)在經濟學上，通貨膨脹意味著貨物和服務的市場價格猛烈增長。(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）我們應確保這種個人攻擊永遠不再發生。我們必須一起行動，確保我們的環境正得到改善。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）他的醫生警告他要主動戒酒。

那個公園好像不安全，孩子們不應該去那里。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。

當真理受到威脅時，我們將堅持我們的立場。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，我們應當盡最大努力趕上世界最高水平。要在大學里取得成功，我們必須在學業和社會工作兩方面跟上其他同學。

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）英語作為主要的網絡語言，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，越來越多的文盲有機會接受教育了。(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，你必須對此事做出決定。(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，有很多貿易信息可以利用。(available)As you can see, there is a lot of trade information available.4)她給經理打電話，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)當她對約翰更了解以后，她比以往任何時候都更加愛他。(more than ever)She loved him more than ever when she got to know John better.4)在面試期間，許多求職者會很緊張，會結結巴巴用詞不當。(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）我們既把重點放在戰略性投資上，又注重經濟回報。每個人都有權單獨地或與他人共同地擁有財產。

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教育和氣候變化這樣的問題。像慢跑這樣的運動會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放生產許可證嗎？ 談論工作以外的話題永遠是接近某個人的最佳方式。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，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，在美國沒有一個城市能像這個城市一樣。

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在銀幕外的行為而聲名狼藉。他因為殘忍和大規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施，這是我們長期的目標。

我認為我們評價一個人必須以其對工作的態度為基礎。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）一些食物會與藥物相互發生作用，可能有益也可能有害。父母應該常和孩子溝通, 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.請以重慶應用技術學院建筑系系主任王勇的名義給美國的著名建筑學專家Dr.Robert White寫一封邀請函，邀請他于今年10月光臨該校講學，并誠懇地希望他能接受邀請。（請同學們注意邀請函的書寫格式，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

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《大學語文》練習題目

1、閱讀下面的材料，然后按要求作文。

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

請以“沙子”為話題，寫一篇不少于600字的文章。

2、閱讀下面的材料，根據要求作文。

我們身邊有各種不同的‘鏡子’。有人在時間的流轉中，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‘它’。

試以‘對鏡’為題，寫一篇文章，不少600字。

3、閱讀下面的材料，根據要求作文。

算盤與主人的對話

算盤對主人說：“我有13根檔，每根檔上還有3個空缺，上邊缺了一個算珠，下邊缺了兩個算珠，共缺39個算珠。”主人說：“我給你補齊就是了。”結果，算盤不能用了。

請以“留下一點空白”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《起點與終點》為題，寫一篇不少于600字的文章。

6、.清代詩人袁枚曾經說過：“蠶食桑而吐者絲，非桑也。”請以《“食桑吐絲”的啟發》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《關于鑰匙的聯想》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”。據此，請自擬題目，寫一篇不少于600字的議論文。

11、孔子說：“學而不思則罔，思而不學則殆。”（罔：無，無所得。殆：疑惑。）請以《學與思》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。”

請以《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。從結果來看狐貍似乎白去了一趟葡萄園。請以此為話題寫一篇表現“結果與過程”的辨正關系的作文。

14、選材的木匠來到山里，當他看到一堆奇形怪狀的樹根時，認為是無用之材，搖搖頭就走了；不久，一位根雕藝術家也來到這里，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品。這則材料會使人產生許多聯想，請你結合生活實際，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：如考生寫第一個句子沒有把握，可將其改寫成兩個句子。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、現狀

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：專升本聯大串講之《市場營銷》

市場營銷學

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

1.市場營銷學產生于 19世紀末20世紀初（判/填）

2.市場定義（名詞）：市場是以商品交換為基本內容的經濟聯系形式。

（填）在商品經濟條件下，交換產生和存在的前提是（社會分工）和（商品生產）

3.市場的4個含義（簡答）：市場是商品交換的場所； 市場表現為對某種商品的消費需求

市場是 各種市場主體間的交換關系 乃至 全部經濟關系的綜合市場是 社會資源的主要配置者、經濟活動的主要調節者

4.市場基本特征（填/判）：開放性、多元性、自主性、競爭性

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

6.市場營銷者：希望從別人那里取得資源 并愿以某種有價之物作為交換的人

7.市場營銷（名詞）：企業在變化的環境中，為滿足消費者需要和實現企業目標，綜合運用各種營銷手段，把商

品和服務整體銷售給消費者的一系列市場經營活動。

8.市場營銷管理過程步驟（填/簡）：分析市場機會--選擇目標市場--設計營銷組合--管理市場營銷活動

9.市場營銷組合（4P）組合（填）：四個可控變量（產品、價格、地點、促銷）

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

11.市場營銷組合的特點（簡/判）：

市場營銷組合因素對企業來說都是可控因素； 是一個復合結構、動態組合； 要受企業市場定位戰略的制約

12.傳統營銷觀念：生產觀念—重產輕銷； 產品觀念—重產輕需； 推銷觀念—重視推銷、刺激購買

13.市場營銷觀念：實現公司目標關鍵是探究目標市場的需求和欲望,使公司比競爭者更有效果效率的滿足消費者.14.社會市場營銷觀念（名詞）：企業的要務是要確定目標市場的需要、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、消費者欲望、社會利益 三方面平衡。

15.關系營銷：企業要在盈利的基礎上建立維持促進與顧客和其他伙伴間的關系，形成兼顧各方利益的長期關系

16.整合營銷：企業需調動所有資源并有效協調各部門 來提高對顧客的服務水平和滿足程度。

（核心觀點）：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和終點。

（兩個方面）：企業各部門必須【圍繞企業總體營銷目標加強彼此協調；確立為顧客利益考慮的思想觀念】（反映了）：系統哲學理論在企業經營發展方面的深化。

17.關系營銷與整合營銷的區別（簡答/案例）

交易營銷：適合目光短淺低轉換成本的顧客。核心：當期交換。企業著眼于近期利益、與顧客關系不牢靠，強調市場占有率、一錘子買賣，追求利益最大化，市場風險大。

關系營銷：適合眼光長遠高轉換成本的顧客。核心：與客戶建立長期關系。企業著眼于長遠利益、與顧客關

系較牢靠，強調顧客忠誠度滿意度，追求互利關系最佳比，市場風險小。

18.顧客讓渡價值：顧客總價值（產品/形象/人員/服務價值）與顧客總成本（時間/貨幣/精力/體力成本）間的差距。

19.企業實施CS營銷戰略的主要途徑（簡答/案例）：

企業要站在顧客立場上考慮和解決問題，把顧客需要、滿意放首位

（1）開發顧客滿意的產品：以客需為首，調查其需求，分析其購買動機、購買行為、購買能力、購買水平研究其消費習慣、興趣愛好，科學定制產品開發方向與數量。

（2）提供顧客滿意的服務：做到：明碼標價優質優價//包裝安便//尺足稱滿//售后周到、幫助安裝、傳授技術

從而不斷完善服務系統，最大限度使顧客安心便利。

（3）進行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現來提高企業員工滿意度

（5）建立CS分析方法體系：評價客戶滿意度，反饋給企業以便改進工作

20.企業如何應對變化的市場營銷環境（案例）

企業對市場營銷環境的適應既是營銷環境的客觀性要求，也是企業營銷觀念的要求。

現代營銷觀念以消費者需求為中心，要求企業認清環境及變化，發現并比競爭者更好的滿足顧客需求才不會

被市場淘汰。

環境的復雜性和動態性要求企業不斷滿足需求、適應環境，才能生存發展。

企業對營銷環境的適應 既依賴又改造，要發揮企業能動性。

21.微觀營銷環境分析（案例）

企業—在營銷中為了實現經營目標，必須協調主處理好各部門間的關系和矛盾。

供應商—是向企業及其競爭者提供生產產品和服務所需資源的企業或個人。

中間商—是協助企業尋找客戶進行交易的中介單位，分為 代理商（無產品所有權）和 經銷商（有所有權）顧客—是企業最重要的環境因素，是企業的目標市場。

包括：（消費者市場、工業市場、中間商市場、政府市場、國際市場）

競爭者—競爭者類型分為：愿望競爭者（提供不同產品滿足不同需求）；平行競爭者（為同需求提供不同產品）產品形式競爭者（同種產品不同規格）；品牌競爭者（產品相同、品牌不同）同行業競爭中考慮 賣方密度、產品差異、進入難度，這三個因素決定了同行業競爭激烈程度。公眾—企業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、群眾團體）

22.宏觀營銷環境分析（案例）--包括：人 經 然，政 科 文

人口環境：人口規模及增長速度（影響基本生活資料需求）； 人口地理分布（人口密度/流量不同地區有差異）人口結構--年齡、性別、家庭(主要采購單位)、社會（城市市場競爭烈，農村市場競爭弱）、民族、教育經濟環境：經濟發展水平（經濟發展階段不同、居民收入不同導致顧客對產品需求不同）；居民儲蓄情況自然環境：資源狀況（有限資源—石油，無限資源—空氣）；資源成本；環境保護意識日益增強--新市場機會

科技環境：新技術會為企業帶來發展機會，舊技術行業衰退。社會文化：文化背景→價值觀→購買行為不同

23.SWOT分析（案例）

定義：將于研究對象密切相關的各主要內部優劣勢、外部機會威脅 依照矩陣排列，把內外要素結合形成公司

戰略的一種分析方法。SWOT包括：優勢、劣勢、機會、威脅

優劣勢分析：著眼于企業自身實力和與競爭者的比較 ； 機會威脅分析：外部環境變化對企業的影響

優勢+機會：利用優勢抓住機會優勢+威脅：利用優勢規避風險

劣勢+機會：利用機會彌補劣勢劣勢+威脅：彌補劣勢，消除威脅

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

組織市場：以某種組織為購買單位的購買者所構成的市場

消費者市場（最終市場）：個人/家庭為了生活消費而購買產品和服務的市場

25.消費者購買行為的刺激—反應模式（簡答/填空）

26.消費者購買決策過程：認識需要—信息收集—備選產品評估—購買決策—購后行為

27.組織市場（不同購買者的集合）--分類（填空/簡答）：

生產者市場（加工生產其他產品以謀利）； 中間商市場（為盈利而進行轉賣或租賃）

非盈利性組織市場（低預算且受一定控制，如學校/醫院/監獄）；政府采購市場（通過競價投標向國內供應商采購）

28.市場細分：營銷者通過市場調研，依據消費者需要、欲望、購買行為、購買習慣方面的明顯差異性，把某一

產品的市場整體劃分為若干個消費者群的市場費雷過程

29.市場細分的作用：有利于發現市場機會、掌握目標市場特點、制定市場營銷組合策略、提高企業競爭力

30.市場細分標準：細分消費者市場標準（地理環境變量、人口變量、消費者心理、行為變量、用利益細分變量）細分產業市場標準（顧客類型、地理位置、顧客規模、產品用途）

31.市場細分原則：可盈利性、可區分性、可實現性、可衡量性

32.目標市場：企業決定作為自己服務對象的有關市場，可以是 某個細分市場／若干市場集合／整個市場

33.目標市場選擇策略（簡答）

無差異營銷策略：企業把整體市場看做一個大目標市場，不細分，用一種產品、市場營銷組合對待整體市場優：成本經濟性缺：消費者需求偏好極具復雜性，一種產品很難滿足

差異化營銷策略：把整體市場劃分為若干需求與愿望大致相同的細分市場，根據企業資源及營銷實力選擇部分

細分市場作為目標市場，為個目標市場制定不同的市場營銷組合策略。

優：有針對性的滿足不同消需、提高產品競力；缺：產品品種/銷渠/廣宣擴大增加營銷費用集中性營銷策略：在市場細分基礎上選擇幾個相似的作為目標市場，制定一套營銷組合方案，實行專業化經營

進行密集型開發，集中力量在分市場占大份額。

優：能充分發揮自己的技術資源優勢，大大節省營銷費用增加盈利，更好地滿足消需，取得優越的市場地位

缺：經營者風險較大，若消費者興趣突然轉移或出現強有力競爭對手，會使企業陷入困境

34.市場定位：企業根據競爭者現有產品在市場上所處位置，針對顧客對該類產品某些特征或屬性的重視程度，為本企業產品塑造與眾不同的、印象鮮明的形象，并將此形象生動的傳遞給顧客，使該產品確定適當市場位置

35.市場定位方法：根據【產品屬性和利益；產品價格和質量；產品用途；使用者；產品檔次；競爭地位】定位

36.市場定位策略：避強定位；對抗性定位；重新定位

37.市場定位策略的選擇與執行：找出可行的競爭優勢；選擇正確的競爭優勢；溝通及傳達選好的定位

38.競爭者分析的五大內容：競爭者的營銷目標、營銷假設、現行戰略、營銷能力、反映情況（進攻/防御性行為）

39.企業面臨的5種競爭力：潛在競爭力、同行業現有競爭力、買方競爭力、供貨者競爭力、替代品競爭力

40.基本的市場競爭策略（簡答）：

低成本策略：在保證產品質量和服務的前提下，通過降低生產和銷售成本，使自己的產品低于競爭對手的價格，從而迅速擴大銷量提高市場占有率的策略

優：采用低成本策略利用規模經濟形成企業在同行業中的低成本優勢缺：一味追求低成品易使顧客滿意度下降差別化策略：通過發展企業別具一格的營銷活動爭取在產品或服務方面的獨有性，使消費者產生興趣而消除

價格的可比性，以差異優勢產生競爭力的策略

優：利用產品設計、使用功能、外觀、包裝、服務等途徑形成別具一格的企業形象缺：付出代價較高聚焦策略：通過集中企業力量為細分市場提供有效服務，充分滿足部分消需，以爭取局部競爭優勢的策略優：利用完善適應自身能力的目標市場策略，在原本并不擁有全面競爭優勢的目標市場中獲得有利地位缺：若和其他部分市場無任何差異，此競爭策略無法成功

41.產品整體概念：一切能滿足消費者某種利益和欲望的物質產品和無形服務，有形物品包括產品實體及其品質

特色款式品牌和包裝。無形服務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、產品信譽等

42.產品組合策略（簡答）：

擴大產品組合寬度；加強產品組合深度（向下擴：高檔中加低檔,有風險//向上擴：原有線上加高檔//雙向擴）產品線特色化；產品線現代化

43.產品生命周期：新產品從試制成功后經成批生產投放市場，到市場飽和最后被淘汰的全部變化過程所經時間

44.新產品：重大發現產生的產品，在功能或形態上發生改變，從原有市場進入新市場，能給消費者提供新效用

45.品牌：是一個名稱、屬于、標記、符號、圖案，或這些因素的組合，用來識別產品的制造商和銷售商

46.單一/多品牌策略：（簡答）

個別品牌策略：企業在不同的產品線上或同一產品線內的不同產品適用不同的品牌

優：為建立不同的產品特色、迎合不同購買動機建立途徑

缺：企業要有實力經營多品牌，要縝密的調查市場、尋找產品差異，要考慮企業所處行業的具體情況單一品牌策略：企業所有產品采用同一品牌，也稱品牌延伸策略

優：大大降低廣告宣傳等促銷費用，顧客容易接受新產品缺：品牌延伸不當會影響原品牌形象

47.三種定價導向：成本導向、需求導向、競爭導向

需求導向定價法：以市場需求強度及消費者的感受作為主要依據的定價方法，是伴隨營銷觀念更新而生的方法 競爭導向定價法：以市場上相互競爭的同類產品價格為定價的基本依據，隨競爭狀況變化而調整價格的定價法

48.新產品定價策略：撇脂定價 滲透定價 滿意定價

撇脂定價 適用于在市場上有明顯獨到之處，市場容量較大，消費者對價格不敏感，競爭者短期內難效仿的產品 滲透定價 適用于低檔、易耗、專業性不強的商品及生活必需品

49.競爭對手對企業調價的反應：相向式反應（同升同降）、逆向式反應（你漲我降）、交叉式反應

50.分銷渠道：某種貨物和勞務從生產者向消費者轉移時取得的所有權或幫助其所有權的企業和個人。

51.分銷渠道類型： 直接渠道：生產企業不通過中間商環節直接將產品銷售給消費者（適用于工業品）間接渠道：生產企業通過中間商環節把產品傳送到消費者手中（適用與消費品）

52.垂直渠道系統：由生產企業、批發商和零售商組成的統一系統

水平是渠道系統：有兩家公司以上的公司聯合起來的渠道系統，可實行暫時或永久合作

多渠道營銷系統：對同一或不同的分市場采用多條渠道營銷系統

53.三種決策：密集性分銷；選擇性分銷；獨家分銷（簡答/判斷）

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

獨家分銷：生產者在一定時間區域內選擇一個中間商銷售自己的產品。優：利于與中間商合作，新產品上市方便

54.評估分銷渠道方案的三個標準：經濟型、可控性、適應性

經濟性標準：從經濟角度考察其運行成本和銷售貢獻大小，分析哪種方案銷量更大和每個渠道的運行成本可控性標準：銷售代理商是獨立公司，關心本企業利潤最大化，而非制造商利益

適應性標準：每個渠道方案在經濟型或控制性方面都十分有約時才考慮

55.直接激勵：通過給予渠道成員物質或金錢的獎勵來激發其積極性從而實現公司的銷售目標。

方法：過程返利、銷量返利

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

方法：為渠道成員 建立進銷存報表、進行客戶管理和客戶開發

56.促銷----實質：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，形成信任關系，從而有利于產品銷售和樹立品牌形象

功能：企業可以獲取自身尋在的不足、競爭對手的詳情、以及顧客提供的寶貴建議

57.營業推廣形式

營業推廣：不同于人員推銷、廣告、公共關系的銷售活動，目的在于激發消費者購買和促進經銷商效率

針對消費者的營業推廣（禮品、優惠劵、抽獎）；針對中間商的營業推廣（批發回扣、交易會）；針對銷售人員的營業推廣（銷售競賽、免費人員培訓和技術指導）