市场营销英语topic1.ppt

Marketing Professional English 金陵科技学院商学院 刘剑 E-mail:18913805059189.cn; Tel1 Chapter 1 Marketing Management Date2 Contents 1.1 Marketing Management Philosophies 1.1.1 The Production Concept, Product Concept and Selling Concept 1.1.2The Marketing Concept and Societal Marketing Concept Date3 1.2 Market Segmentation, Market Targeting and Positioning 1.2.1 Market Segmentation 1.2.2 Market Targeting 1.2.3 Positioning Date4 1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing Date5 1.1 Marketing Management Philosophies We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. There are five alternative concepts under which organizations conduct their marketing activities: the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept. Date6 The Production Concept, Product Concept and Selling Concept vThe Production Concept The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production- oriented organizations concentrate on achieving high production efficiently and wide distribution. Date7 The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the products cost is too high and improved productivity is needed to bring it down. The Production Concept, Product Concept and Selling Concept Date8 However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations. The Production Concept, Product Concept and Selling Concept Date9 vThe Product Concept The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.The product concept can lead to “marketing myopia.” myopiamaiupi n. 近视 The Production Concept, Product Concept and Selling Concept Date10 vrather than用作连词，表否定后边的(是.)而 不是.连接两个平行结构。既可以表示主观 愿望上的决择，“与其宁可”，也可以表 示客观程度上的差异，“与其说是不如说是 ”。 v接名词 I think Ill have a cold drink rather than coffee. 我想 我该要一杯冷饮，而不要咖啡。 v接不定式 I decided to write rather than telephone.我决定写 信而不是打电话。 还可以接：代词、形容词、动名词、过去分词、谓语 、和从句 Date11 vinstead of也有代替的意思。prep.（介 词） In place of; rather than: 是个介词词组,后面通常跟名词、代词或 动词的-ing形式等。 v Instead of giving him the money,she gave it to me . vWe sometimes eat rice instead of potatoes. 有时候我们不吃土豆，而吃米饭。 Date12 vThe Selling Concept Selling concept holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants. The Production Concept, Product Concept and Selling Concept Date13 1.1.2 The Marketing Concept and Societal Marketing Concept vThe Marketing Concept It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do. The marketing concept has been stated in many colorful ways, such as “Youre the boss” (United Airlines); “Were not satisfied until you are” (General Electric); and “To do all in our power to pack the customers dollar full of value, quality, and satisfaction” (JC Penney). Date14 Table 1.1 The Selling and Marketing Concepts Contrasted Concept Starting point FocusMeansEnds SellingFactoryProductsSelling and promoting Profits through sales volume MarketingTarget market Customer needs Integrated marketing Profits through customer satisfaction Sources: Philip Kotler, Gary Armstrong: Marketing,Prentice Hall, 1996 Date15 v营销观念4个主要支柱： 目标市场； 顾客需要； 整合营销； 盈利能力。 The marketing concept rests on four pillars which will be discussed below: target market, customer needs, integrated marketing, and profitability. Four pillars for marketing concept Date16 Target market No company can operate in every market and satisfy every need. Nor can it always do a good job within one broad market. Companies can do best when they define their target market(s) carefully and prepare a tailored marketing program. tailor teil :vt. 缝制,制作,定制;make fit for a specific purpose We can tailor our insurance to meet your needs. Four pillars for marketing concept Date17 vProduct line：产品线 vA product line is a group of related products produced by one manufacturer, for example products that are intended to be used for similar purposes or to be sold in similar types of shops. vSubsidiary：a business company that is owned or controlled by another larger company 附属公司；子公司 vShes working for an overseas subsidiary of the company. 她为这家公 司的一个海外子公司工作。 Date18 vLaunch：verb vto start an activity, especially an organized one 开始从事，发起，发动（尤指有组织的活 动） to launch an appeal/an inquiry/an investigation/a campaign 开始进行上诉质询调查一场运动 to launch an attack/invasion 发起攻击；发动侵略 vto make a product available to the public for the first time （首次）上市，发行 a party to launch his latest novel 他最新小说的首 发式 The new model will be launched in July. 新型号产 品将在七月推出。 Date19 Customer needs The marketer must probe it further and distinguish among five kinds of needs: 1.Stated needs (the customer wants an inexpensive car) 2.Real needs (the customer wants a car whose operating cost, not its initial price, is low) 3.Unstated needs (the customer expects good service from the dealer) 4.Delight needs (the customer wants to buy a car and receives a complimentary U.S. road atlas) 5.Secret needs (the customer wants to be seen by others as a value-oriented savvy consumer) Four pillars for marketing concept Date20 Four pillars for marketing concept v96% UNHAPPY customers NEVER COMPLAIN. vBUT every unhappy customer tells 15-30 others, compared to each happy customer who tells 6 others. v95% of customers who have complaint handled efficiently in nonprofit and public organizations, it is surviving and attracting enough funds to perform their work. In for-profit organizations, the key is not to aim for profits as such but to achieve them as a byproduct of doing the job well. A company makes money by satisfying customer needs better than its competitors do. Four pillars for marketing concept Date24 vThe societal marketing concept is the newest of the five marketing management philosophies. It holds that the organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys well-being. v企业的任务在于确定目标市场的需要、欲望和利益， 比竞争者更有效地使顾客满意，同时维护与增进消费 者和社会福利。 The Societal Marketing Concept Date25 Figure 1.2 Three Considerations underlying the Societal Marketing Concept Consumers (want satisfaction) Company (profits) Society (human welfare) Societal marketing concept Society (human welfare) Company (profits) Consumers (want satisfaction) Societal marketing concept Date26 1.2 Market Segmentation, Market Targeting and Positioning 1.2.1 Market Segmentation Market segmentation is the process of grouping a market into smaller subgroups. Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Date27 The principle of Market segmentation Profitable size - The relative profit potential in a segment is directly related to the competitive strength and cost effectiveness of the company. Even a small market may be profitable if the company has competitive pre-eminence. pre-eminence eminns excellence，prominence,优 秀的，卓越的 Accessibility - A segment must be accessible through advertising, other promotional media, and distributive networks. Date28 Self containment - Preferably a product launched at a market segment should not take demand from another product in the companys range. Preferablyprefrbli ad. 宁可,宁愿,较好 more readily or willingly containmentknteinmnt n. 包含;抑制;牵制 Marketing mix response - The market segment should be responsive to marketing and promotion effort. Date29 1.2 Market Segmentation, Market Targeting and Positioning 1.2.2 Market Targeting vThe principle of Market Targeting After the market has been separated into its segments, the marketer will select a segment or series of segments as a target. Resources and effort will be targeted at the segment. A target market is the market segment which a particular product is marketed to. Consists of a set of buyers who share common needs or characteristics that the company decides to serve .It is often defined by age, gender and/or socio-economic grouping. There are three steps to targeting: market segmentation; target choice; product positioning. Date30 1.2 Market Segmentation, Market Targeting and Positioning 1.2.3 Positioning vThe Principle of Market Positioning After segmenting a market and then targeting a consumer, one proceeds to position a product within that market. In marketing, positioning is the technique by which marketers try to create an image or identity for a product, brand, or company. Date31 Positioning maps Date32 1.2 Market Segmentation, Market Targeting and Positioning More generally, there are three types of positioning concepts: Functional positions：solve problems；provide benefits to customers. Symbolic positions: self-image enhancement; ego identification; belongingness and social meaningfullness; affective fulfillment. symbolicsimblik ：a. 象征性的,象征手法的,象征派 的 relating to or using or proceeding by means of symbols egoi:go n. 自我 Date33 Experiential positions: provide sensory stimulation; provide cognitive stimulation. experientialikspirienl a. 经验的,根据经验的,经验 上的 relating to or resulting from experience sensorysensri a. 知觉的,感觉的,感觉器官的 stimulationstimjulein n. 刺激,激励,鼓舞 cognitive kgnitiv a. 认知的,认识的,有认识力的 Date34 The Product Positioning Process videntifying competing products videntifying the attributes (also called dimensions) that define the product space vcollecting information from a sample of customers about their perceptions of each product on the relevant attributes vdetermine each products share of mind vdetermine each products current location in the product space vdetermine the target markets preferred combination of attributes (referred to as an ideal vectorvekt n. 向量,矢量) vexamine the fit between: the positions of competing products ；the position of your product；the position of the ideal vector vselect optimum position （optimumptmm n. 最适宜a. 最适宜的 Date35 Six-step template for successful positioning vWhat position do you currently own? vWhat position do you want to own? vWhom you have to defeat to own the position you want. vDo you have the resources to do it? vCan you persist until you get there? vAre your tactics supporting the positioning objective you set? tacticstktiksn.战术；策略；兵法 Date36 1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing This series will introduce you to a new way of increasing profits. Its not complicated. In fact, it boils down to reselling past customers (and friends of past customers). Sounds simple. And it isbut specifics will be offered that can help you get the job done. Date37 1.3 Relationship Marketing vCustomer retention and Customer acquisition vSatisfying your customers vCustomer Lifetime Value v5-Stage Customer Development Cycle Awareness Comparison Transaction Reinforcement Advocacy Date38 1.3 Relationship Marketing 1.3.2 The Rise of Collaborative Marketing Collaborative klbreitiv ：a.协作的， 合作的 Collaborative innovation (合作创新 )allows firms to tap into customer expertiseekspti:z by integrating customers into the firms new product development process. Date39 vtap into :“tap”这动词原意有开辟土地；开发 生意的解释；“tap into”在此是个商业用语， 指进入一尚未开拓的新市场。 vIf we can tap into the childrens market before our competitors, we can make a lot of money. 如果我们能比竞争者先打进儿童市场，我们 就能赚大钱。 Date40 v美国礼来公司（Eli Lilly and Company）是一家全球性的 以研发为基础的医药公司，致力于为全人类提供以药物为基 础的创新医疗保健方案，使人们生活过得更长久、更健康、 更有活力。 v礼来是一个以研发为基础的全球性制药公司，1876年成立于 美国印第安纳波利斯市。一位38岁的制药化学家，Colonel Lilly被当时毫无准备的经常无效的医疗事故所困惑。因此 ，他决定为社会贡献自己。他就成立一家公司生产高质量的 药品。他并不满足于测试产品质量的传统模式。在1886年， 他雇用了一位年轻的化学家作为全职的科学家。使用最先进 的技术来进行质量评定。 v 1918年，公司将其第一个海外代表处设在中国上海。1993 年礼来重返中国。10几年来，礼来中国秉承“以人为本、诚 信至上、追求卓越”的信条，伴随中国的改革大潮稳步前进 ，成为医药业界增长速度最快的制药公司之一。 Date41 1.3 Relationship Marketing vCollaborative Design Collaborative design allows firms to become more deeply embedded in their customers design and development process. embedimbed:v. 嵌入vt. 使插入,使嵌入,深留 These facts lie embedded in his mind.这些事 实牢牢铭记在他的心中。 Date42 vNational Semiconductor v美国国家半导体公司，半导体解决方案专家 .带来创新系统开发和应用设计技术.让我们携手创 造一个更加智能,卫生,安全,环保和舒适的世界。 v美国国家半导体在电源管理技术方面无出其右，凭 借其精简易用的集成电路和世界级的连锁供应，促 使美国国家半导体的高性能模拟产品能给予客户的 系统更大的能源效益。美国国家半导体的总部位于 美国加州的圣克拉拉 。 Date43 1.3 Relationship Marketing vCollaborative Pricing Collaborative pricing allows customers to become active participants in defining the prices that they want to pay and adapting prices and services to their changing needs. Date44 1.3 Relationship Marketing vCollaborative Segmentation Collaborative segmentation allows customers to configure offerings to suit their preferences and to self-select into segments. configure knfi vt. 安装；使成形;按特定 形式装配 Date45 v Herman Miller 公司始于1923年，从一家生 产传统家具的公司演变形成美国现代家具设 计与生产中心。它是美国最主要的家具与室 内设计厂商之一。这家公司因其老板赫曼 米勒(Herman Miller) 而得名。 Aeron 座椅曾 被美国 国防部 等机关 大量采 购 Herman Miller Embody的 的靠背椅 Date46 1.3 Relationship Marketing vCollaborative Communication Collaborative communication lets firms work with customers to create “just-in-time“ marketing communications that are relevant to customers. vjust-in-time dstintaim vn., adj. 【经济学】(公司为减少原材料等物品的库 存必要时才进货的)适时制(的)，零库存(的)，及时 盘存调节法(的)，按需及时发送(的)略作JIT Date47 Date48 1.3 Relationship Marketing vCollaborative Support Collaborative support allows firms to reduce support costs while increasing customer satisfaction by allowing customers to dialogue with the firm and among themselves to solve support problems. 思科系统公司（Cisco Systems, Inc.）， 是互联网解决方案的领先提供者， 其设备和软件产品主要用于连接计算机网络系统。 Date49 1.3 Relationship Marketing vReverse Your Thinking vCreate Collaboration Platforms vEmbrace Modularity mdjulriti n. 计 模块 性 vAlign Incentives alignlain vt. 使结盟,使成一行 incentiveinsentiv n. 动机a. 激励的 Date50 Words and Expressions 1.Churn t:n : n. 周转率，周转量 churn rate is a measure of the number of individuals or items moving into or out of a collection over a specific period of time. 2. information asymmetry eisimitri : n. 信息不 对称 An economy is said to be characterized by information asymmetry when some parties to business transactions may have an information advantage over others. Date51 3.partitionp:tin : n. 分割，划分vt. 区分,隔开,分割 a vertical structure that divides or separates (as a wall divides one room from another) divide into parts, pieces, or sections 4.high-end: 高端, 高层次的 Appealing to sophisticated and discerning（有识别力 的;敏锐的 ） customers. e.g. a high-end department store; e.g. high-end video equipment.