市场营销英语topic1.ppt

MarketingProfessionalEnglish,金陵科技学院商学院刘剑E-mailTel2019/11/27,2,Chapter1,MarketingManagement,2019/11/27,3,Contents,1.1MarketingManagementPhilosophies1.1.1TheProductionConcept,ProductConceptandSellingConcept1.1.2TheMarketingConceptandSocietalMarketingConcept,2019/11/27,4,1.2MarketSegmentation,MarketTargetingandPositioning1.2.1MarketSegmentation1.2.2MarketTargeting1.2.3Positioning,2019/11/27,5,1.3RelationshipMarketing1.3.1AnIntroductiontoRelationshipMarketing1.3.2TheRiseofCollaborativeMarketing,2019/11/27,6,1.1MarketingManagementPhilosophies,Wedefinemarketingmanagementastheanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.Therearefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivities:theproductionconcept,theproductconcept,thesellingconcept,themarketingconcept,andthesocietalmarketingconcept.,2019/11/27,7,TheProductionConcept,ProductConceptandSellingConcept,TheProductionConceptTheproductionconceptisoneoftheoldestconceptsinbusiness.Itholdsthephilosophythatconsumerswillfavorthoseproductsthatarewidelyavailableandlowincost.Managersofproduction-orientedorganizationsconcentrateonachievinghighproductionefficientlyandwidedistribution.,2019/11/27,8,Theproductionconceptisstillausefulphilosophyintwotypesofsituations.Thefirstsituationoccurswhenthedemandforaproductexceedsthesupply,asinmanydevelopingcountries.Thesecondsituationoccurswhentheproductscostistoohighandimprovedproductivityisneededtobringitdown.,TheProductionConcept,ProductConceptandSellingConcept,2019/11/27,9,However,companiesoperatedundertheproductionphilosophyoftenrunamajorriskoffocusingtoonarrowlyontheirownoperations.,TheProductionConcept,ProductConceptandSellingConcept,2019/11/27,10,TheProductConceptTheproductconceptholdsthatconsumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.Managersofproduct-orientedorganizationsfocustheirenergyonmakingsuperiorproductsandimprovingthemovertime.Theproductconceptcanleadto“marketingmyopia.”myopiamaiupin.近视,TheProductionConcept,ProductConceptandSellingConcept,2019/11/27,11,ratherthan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”。接名词IthinkIllhaveacolddrinkratherthancoffee.我想我该要一杯冷饮，而不要咖啡。接不定式Idecidedtowriteratherthantelephone.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,2019/11/27,12,insteadof也有代替的意思。prep.（介词）Inplaceof;ratherthan:是个介词词组,后面通常跟名词、代词或动词的-ing形式等。Insteadofgivinghimthemoney,shegaveittome.Wesometimeseatriceinsteadofpotatoes.有时候我们不吃土豆，而吃米饭。,2019/11/27,13,TheSellingConceptSellingconceptholdsthatconsumerswillnotbuyenoughoftheorganizationsproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.Theiraimistosellwhattheymakeratherthanmakewhatthemarketwants.,TheProductionConcept,ProductConceptandSellingConcept,2019/11/27,14,1.1.2TheMarketingConceptandSocietalMarketingConcept,TheMarketingConceptItholdsthatachievingorganizationalgoalsdependsonintegratingmarketingactivitiestowarddeterminingandsatisfyingtheneedsandwantsoftargetmarketsmoreeffectivelyandefficientlythancompetitorsdo.Themarketingconcepthasbeenstatedinmanycolorfulways,suchas“Youretheboss”(UnitedAirlines);“Werenotsatisfieduntilyouare”(GeneralElectric);and“Todoallinourpowertopackthecustomersdollarfullofvalue,quality,andsatisfaction”(JCPenney).,2019/11/27,15,Table1.1TheSellingandMarketingConceptsContrasted,Sources:PhilipKotler,GaryArmstrong:Marketing,PrenticeHall,1996,2019/11/27,16,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。Themarketingconceptrestsonfourpillarswhichwillbediscussedbelow:targetmarket,customerneeds,integratedmarketing,andprofitability.,Fourpillarsformarketingconcept,2019/11/27,17,TargetmarketNocompanycanoperateineverymarketandsatisfyeveryneed.Norcanitalwaysdoagoodjobwithinonebroadmarket.Companiescandobestwhentheydefinetheirtargetmarket(s)carefullyandprepareatailoredmarketingprogram.tailorteil:vt.缝制,制作,定制;makefitforaspecificpurposeWecantailorourinsurancetomeetyourneeds.,Fourpillarsformarketingconcept,2019/11/27,18,Productline：产品线Aproductlineisagroupofrelatedproductsproducedbyonemanufacturer,forexampleproductsthatareintendedtobeusedforsimilarpurposesortobesoldinsimilartypesofshops.Subsidiary：abusinesscompanythatisownedorcontrolledbyanotherlargercompany附属公司；子公司Shesworkingforanoverseassubsidiaryofthecompany.她为这家公司的一个海外子公司工作。,2019/11/27,19,Launch：verbtostartanactivity,especiallyanorganizedone开始从事，发起，发动（尤指有组织的活动）tolaunchanappeal/aninquiry/aninvestigation/acampaign开始进行上诉质询调查一场运动tolaunchanattack/invasion发起攻击；发动侵略tomakeaproductavailabletothepublicforthefirsttime（首次）上市，发行apartytolaunchhislatestnovel他最新小说的首发式ThenewmodelwillbelaunchedinJuly.新型号产品将在七月推出。,2019/11/27,20,CustomerneedsThemarketermustprobeitfurtheranddistinguishamongfivekindsofneeds:1.Statedneeds(thecustomerwantsaninexpensivecar)2.Realneeds(thecustomerwantsacarwhoseoperatingcost,notitsinitialprice,islow)3.Unstatedneeds(thecustomerexpectsgoodservicefromthedealer)4.Delightneeds(thecustomerwantstobuyacarandreceivesacomplimentaryU.S.roadatlas)5.Secretneeds(thecustomerwantstobeseenbyothersasavalue-orientedsavvyconsumer),Fourpillarsformarketingconcept,2019/11/27,21,Fourpillarsformarketingconcept,96%UNHAPPYcustomersNEVERCOMPLAIN.BUTeveryunhappycustomertells15-30others,comparedtoeachhappycustomerwhotells6others.95%ofcustomerswhohavecomplainthandledefficientlyinnonprofitandpublicorganizations,itissurvivingandattractingenoughfundstoperformtheirwork.Infor-profitorganizations,thekeyisnottoaimforprofitsassuchbuttoachievethemasabyproductofdoingthejobwell.Acompanymakesmoneybysatisfyingcustomerneedsbetterthanitscompetitorsdo.,Fourpillarsformarketingconcept,2019/11/27,25,Thesocietalmarketingconceptisthenewestofthefivemarketingmanagementphilosophies.Itholdsthattheorganizationstaskistodeterminetheneeds,wants,andinterestsoftargetmarketsandtodeliverthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsinawaythatpreservesorenhancestheconsumersandthesocietyswell-being.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。,TheSocietalMarketingConcept,2019/11/27,26,Figure1.2ThreeConsiderationsunderlyingtheSocietalMarketingConcept,Society(humanwelfare),Company(profits),Consumers(wantsatisfaction),Societalmarketingconcept,2019/11/27,27,1.2MarketSegmentation,MarketTargetingandPositioning,1.2.1MarketSegmentationMarketsegmentationistheprocessofgroupingamarketintosmallersubgroups.Dividingamarketintodistinctgroupswithdistinctneeds,characteristics,orbehaviorwhomightrequireseparateproductsormarketingmixes.,2019/11/27,28,TheprincipleofMarketsegmentation,Profitablesize-Therelativeprofitpotentialinasegmentisdirectlyrelatedtothecompetitivestrengthandcosteffectivenessofthecompany.Evenasmallmarketmaybeprofitableifthecompanyhascompetitivepre-eminence.pre-eminenceeminnsexcellence，prominence,优秀的，卓越的Accessibility-Asegmentmustbeaccessiblethroughadvertising,otherpromotionalmedia,anddistributivenetworks.,2019/11/27,29,Selfcontainment-Preferablyaproductlaunchedatamarketsegmentshouldnottakedemandfromanotherproductinthecompanysrange.Preferablyprefrbliad.宁可,宁愿,较好morereadilyorwillinglycontainmentknteinmntn.包含;抑制;牵制Marketingmixresponse-Themarketsegmentshouldberesponsivetomarketingandpromotioneffort.,2019/11/27,30,1.2MarketSegmentation,MarketTargetingandPositioning,1.2.2MarketTargetingTheprincipleofMarketTargetingAfterthemarkethasbeenseparatedintoitssegments,themarketerwillselectasegmentorseriesofsegmentsasatarget.Resourcesandeffortwillbetargetedatthesegment.Atargetmarketisthemarketsegmentwhichaparticularproductismarketedto.Consistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.Itisoftendefinedbyage,genderand/orsocio-economicgrouping.Therearethreestepstotargeting:marketsegmentation;targetchoice;productpositioning.,2019/11/27,31,1.2MarketSegmentation,MarketTargetingandPositioning,1.2.3PositioningThePrincipleofMarketPositioningAftersegmentingamarketandthentargetingaconsumer,oneproceedstopositionaproductwithinthatmarket.Inmarketing,positioningisthetechniquebywhichmarketerstrytocreateanimageoridentityforaproduct,brand,orcompany.,2019/11/27,32,Positioningmaps,2019/11/27,33,1.2MarketSegmentation,MarketTargetingandPositioning,Moregenerally,therearethreetypesofpositioningconcepts:Functionalpositions：solveproblems；providebenefitstocustomers.Symbolicpositions:self-imageenhancement;egoidentification;belongingnessandsocialmeaningfullness;affectivefulfillment.symbolicsimblik：a.象征性的,象征手法的,象征派的relatingtoorusingorproceedingbymeansofsymbolsegoi:gon.自我,2019/11/27,34,Experientialpositions:providesensorystimulation;providecognitivestimulation.experientialikspirienla.经验的,根据经验的,经验上的relatingtoorresultingfromexperiencesensorysensria.知觉的,感觉的,感觉器官的stimulationstimjuleinn.刺激,激励,鼓舞cognitivekgnitiva.认知的,认识的,有认识力的,2019/11/27,35,TheProductPositioningProcess,identifyingcompetingproductsidentifyingtheattributes(alsocalleddimensions)thatdefinetheproductspacecollectinginformationfromasampleofcustomersabouttheirperceptionsofeachproductontherelevantattributesdetermineeachproductsshareofminddetermineeachproductscurrentlocationintheproductspacedeterminethetargetmarketspreferredcombinationofattributes(referredtoasanidealvectorvektn.向量,矢量)examinethefitbetween:thepositionsofcompetingproducts；thepositionofyourproduct；thepositionoftheidealvectorselectoptimumposition（optimumptmmn.最适宜a.最适宜的,2019/11/27,36,Six-steptemplateforsuccessfulpositioning,Whatpositiondoyoucurrentlyown?Whatpositiondoyouwanttoown?Whomyouhavetodefeattoownthepositionyouwant.Doyouhavetheresourcestodoit?Canyoupersistuntilyougetthere?Areyourtacticssupportingthepositioningobjectiveyouset?tacticstktiksn.战术；策略；兵法,2019/11/27,37,1.3RelationshipMarketing,1.3.1AnIntroductiontoRelationshipMarketingThisserieswillintroduceyoutoanewwayofincreasingprofits.Itsnotcomplicated.Infact,itboilsdowntoresellingpastcustomers(andfriendsofpastcustomers).Soundssimple.Anditisbutspecificswillbeofferedthatcanhelpyougetthejobdone.,2019/11/27,38,1.3RelationshipMarketing,CustomerretentionandCustomeracquisitionSatisfyingyourcustomersCustomerLifetimeValue5-StageCustomerDevelopmentCycleAwarenessComparisonTransactionReinforcementAdvocacy,2019/11/27,39,1.3RelationshipMarketing,1.3.2TheRiseofCollaborativeMarketingCollaborativeklbreitiv：a.协作的，合作的Collaborativeinnovation(合作创新)allowsfirmstotapintocustomerexpertiseekspti:zbyintegratingcustomersintothefirmsnewproductdevelopmentprocess.,2019/11/27,40,tapinto:“tap”这动词原意有开辟土地；开发生意的解释；“tapinto”在此是个商业用语，指进入一尚未开拓的新市场。Ifwecantapintothechildrensmarketbeforeourcompetitors,wecanmakealotofmoney.如果我们能比竞争者先打进儿童市场，我们就能赚大钱。,2019/11/27,41,美国礼来公司（EliLillyandCompany）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。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，ColonelLilly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。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。,2019/11/27,42,1.3RelationshipMarketing,CollaborativeDesignCollaborativedesignallowsfirmstobecomemoredeeplyembeddedintheircustomersdesignanddevelopmentprocess.embedimbed:v.嵌入vt.使插入,使嵌入,深留Thesefactslieembeddedinhismind.这些事实牢牢铭记在他的心中。,2019/11/27,43,NationalSemiconductor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。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。,2019/11/27,44,1.3RelationshipMarketing,CollaborativePricingCollaborativepricingallowscustomerstobecomeactiveparticipantsindefiningthepricesthattheywanttopayandadaptingpricesandservicestotheirchangingneeds.,2019/11/27,45,1.3RelationshipMarketing,CollaborativeSegmentationCollaborativesegmentationallowscustomerstoconfigureofferingstosuittheirpreferencesandtoself-selectintosegments.configureknfivt.安装；使成形;按特定形式装配,2019/11/27,46,HermanMiller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(HermanMiller)而得名。,Aeron座椅曾被美国国防部等机关大量采购,HermanMillerEmbody的的靠背椅,2019/11/27,47,1.3RelationshipMarketing,CollaborativeCommunicationCollaborativecommunicationletsfirmsworkwithcustomerstocreatejust-in-timemarketingcommunicationsthatarerelevanttocustomers.just-in-timedstintaimn.,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,2019/11/27,48,2019/11/27,49,1.3RelationshipMarketing,CollaborativeSupportCollaborativesupportallowsfirmstoreducesupportcostswhileincreasingcustomersatisfactionbyallowingcustomerstodialoguewiththefirmandamongthemselvestosolvesupportproblems.思科系统公司（CiscoSystems,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。,2019/11/27,50,1.3RelationshipMarketing,ReverseYourThinkingCreateCollaborationPlatformsEmbraceModularitymdjulritin.计模块性AlignIncentivesalignlainvt.使结盟,使成一行incentiveinsentivn.动机a.激励的,2019/11/27,51,WordsandExpressions,1.Churnt:n:n.周转率，周转量rmationasymmetryeisimitri:n.信息不对称Aneconomyissaidtobecharacterizedbyinformationasymmetrywhensomepartiestobusinesstransactionsmayhaveaninformationadvantageoverothers.,2019/11/27,52,3.partitionp:tin:n.分割，划分vt.区分,隔开,分割averticalstructurethatdividesorseparates(asawalldividesoneroomfromanother)divideintoparts,pieces,orsections4.high-end:高端,高层次的Appealingtosophisticatedanddiscerning（有识别力的;敏锐的）customers.e.g.ahigh-enddepartmentstore;e.g.high-endvideoequipment.Sophisticatedanddis