The stimulation of consumer for goods or services by advertising, publicity, personal selling, and so on is promotion.
Public relations is any communication or activity intended primarily to obtain goodwill or prestige for a company through publicity.
administration costs, compliance costs, excess burden
Exe.2
货币木位
金融屮介
货帀政策T具
特许权税
电了资金转账系统
负税能力原则
公开市场业务
工资税
自动取款机
养老基金
direct finance
standard of value
standard money
The sales volume and profitability of a product will change with the elapse of time.
Exe. 4
广告是指由知名人士有偿向公众展示某种商品、服务或者创意的行为。公司广告能为公司树 立良好的形象。公益广告就有争议的社会和经济问题表明立场。产品广告主要针对某一特定 商品或服务。如果把它用于刺激对一种新产品的需求，乂可称为出导广告。比较广告也属于 产品广告，它把广告产品与竞争对手的知名产品进行比较。
intensive distribution
retail outlets
Exe. 3
Agents work on commissions based on their sales volume, and they have almost no say about policies of the company they represent.
影响零信店的一个最重要的因素是商店形象——即顾客如何看待该店与其他零售店的差别。 商店形象可以从许多方面表现出来：员工待客友善、商品质量可靠、服务热情周到、店前交 通便利。商店形象还会产生一种光晕效应：对一家商店的整体卬象甚至会影响到顾客对该店 其他方面的看法。例如，对某一折价店印象很好的顾客可能认为该店的货比其他折价店的货 质量要好些，即使它们是相同的商品。做广告有助于提高零售店的形象。
市场覆盖密度
接近客户
随机展示商品方式
wholesalers
distribution channels
government buyers
institutional advertising
sweepstakes
sales volume
pass-along rate
marketing institutions
demand deposit, savings deposit, hybrid savings and checking account, time deposits;
money-wiring, safety deposit boxes, financial advice, automated teller machines proportional, progressive, regressive
Exe.5
1.B2. C3. D4. C5.D
Key to Exercises of Unit 7
Exe. 1
medium of exchange, unit of account, store of value; commodity money, credit money, fiat money commercial banks, savings and loan associations, mutual savings banks, credit unions, life・in sura nee compa nies, pension funds
Key to Exercises of Unit 6
Exe. 1
exclusive, selective, intensive
merchant wholesalers, manufactures9sales branches, agents and brokers
premiums, sweepstakes, point-of-purchase displays
Federal Reserve System
individual income tax
debit card
progressive tax tax-exempt income property tax corporate income tax
商店摆放一些样品，顾客杳询商品H录，然后订购白己所需商品，所订商品从附近的仓库送 到顾客手屮，这种零售方式称为目录展示零作店。在这种店购物时，顾客交上订单，获得一 个号牌，然示等着叫号，即可去领取自己所需商品。这种零售方式跟厂家直销方式一样发展 很快，白有个屮道理。目录展示零伟店跟其他卖同类商品的零伟店相比有很多成本优势：他 们的销伟成本、摆放成本、服务成木与传统的零伟店相比通常都要低很多，即使它们也有许 多品牌商品。他们的价格通常部很低——有时共至比他们专营的关键产品还要低一些，例如 珠宝以及家用品。
The cost of advertising media varies greatly due to different market coverage, with TV the most expensive, while the cost of advertising on radio or newspaper is much cheaper.
prospecting, approaching, objection handling, closing of sale
source credibility, timing flexibility, lifespan
Exe. 2
目录展示零信店
促销组合
干扰度
质优价廉零伟店
潜意识广告
代理商和经纪人
总经销，独家代理