【商务英语】市场营销大纲(中英).doc

Marketingv What Is Marketing? 什么是市场营销v The Marketing Concept 市场营销观念v The Marketing Mix (The 4Ps) 市场营销组合v The Product Life Cycle 产品生命周期v Understanding Buyer Behavior 理解消费者行为v Marketing Research 市场营销调研v Market Segmentation 市场细分 What Is Marketing? v the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.v 市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。v Deciding what products to offerv Setting pricesv Developing sales promotions and advertising campaignsv Making products readily available to customersThree Conceptsv The Production Concept 生产观念v The Selling Concept 推销观念v The Marketing Concept 市场营销观念The Production Concept 生产观念v Prevailed from the time of the industrial revolution until the early 1920v The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept 推销观念v Recognized that personal selling and advertising were important selling methods.v Placed emphasis on advertising products, expecting salespeople to contact customers and take their orders.The Marketing Conceptv The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition.v Focus on customer needs before developing the productv Aligning all functions of the company to focus on those needsv Realizing a profit by successfully satisfying customer needs over the long-term.Difference Between Selling and MarketingSellingMarketingEmphasis is on the product.Emphasis is on customerss wants.Company first makes the product and then figures out how to sell it.Company first determines customers wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of todays products and markets.Planning is long term, in the sense of new products, tomorrows market, and future growth.Stresses needs of seller.Stresses wants of buyers.The Marketing Mix 市场营销组合v The 4Ps of MarketingMarketing Product Price Place Promotion 1.Product 产品v A good is a physical object that can be purchased. e.g. a radio, a house, a carv A service is an action or activity done for others for a fee. e.g. Lawyers, taxi drivers perform services.v Product refers to both goods and services.v Consumer products are produced for and purchased by households for their use.v Industrial products are sold primarily for use in producing other products.2. PricePrice refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product. a. cover any overheads (企业经常性费用） b. compete with rival companies c. charge a price customers are willing to buyv Loss Leader Pricing (亏本出售商品）involves lowering prices on a number of key products in order to attract a customer to purchase the products.v Penetration Pricing (渗透定价法）is a pricing strategy where the organization sets a low price to increase sales and market share. “introductory”v Price Skimming（撇脂定价法） means the charging of relatively high prices that take advantage of early customers strong need for the new product, and then decreasing it slowly as sales begin to decline.v Differential Pricing（区别定价法）involves allowing the same product to be priced differently.3. Place 分销v Place / Distribution refers to how you will sell your products to your customers.v For a producer, the method of distribution is extremely important as it could affect how their product is received and how it sells.v The forms of Place / Distribution 1）Direct supply / sale selling direct to your customer2）Direct to retailer4. Promotion 促销To make your customers aware that your products exist, you may use:1. Personal selling(人员销售）: personal communication of information to persuade a prospective customer to buy something 2. Advertising: television, magazine, Internet, radio, video, posters, cinema, catalogue, direct mail and so on.3. Sales promotion（销售促销）:coupons（赠券）, rebates（价格折扣）, premiums（赠品）, bonus packs（加量不加价）,money-off-promotions（降价销售）4. Publicity（宣传）：public relations The Product Life Cycle 产品生命周期Product always go through what is known as a life cycle.v Introduction Phase 引入期v Growth Phase 成长期v Maturity Phase 成熟期 v Decline Phase 衰退期Introduction Phase 引入期The primary goal is to establish a market and build primary demand for the product class.v Product: one or few products, relatively undifferentiated.v Price: a. skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. b. In some cases a penetration pricing strategy is used and prices are set low to gain market share rapidly.v Distribution: Distribution is selective and scattered as the firm commences implementation of the distribution plan.v Promotion: Promotion is aimed at building brand awareness and getting potential resellers to carry the product.Growth Phase 成长期A period of rapid revenue growth. During the growth phase, the goal is to gain consumers preference and increase sales.v Product: New product features and packaging options; improvement of product quality.v Price: Maintaining at a high level if demand is high, or reducing to capture additional customers.v Distribution: Distribution becomes more intensive. Trade discounts are minimal if the resellers show a strong interest in the products.v Promotion Increasing advertising to build brand preference.Maturity Phase 成熟期The maturity phase is the most profitable. Sales continue to increase. Brand awareness is strong. If product is one of the competing products, sales promotions may be offered to encourage retailers to give the product more shelf space over competing products.The primary goal is to maintain market share and extend the product life cycle.v Product: Modifications are made and features are added in order to differentiate the product from competing products that may have been introduced.v Price: Possible price reduction in response to competition while avoiding a price war.v Distribution: New distribution channels and incentives to resellers in order to avoid losing shelf space.v Promotion: Emphasis on differentiation and building of brand loyalty. Incentive to get competitors customers to switch to your advantage.Decline Phase 衰退期Products sales or interest might dropped.Three options:1. Maintain the product in hopes that competitors will exit.2. Harvest it, reducing marketing support and coasting along until no more profit can be made.3. Discontinue the product when no more profit can be made or there is a successor product.v Product: The number of products in the product line may be reduced.v Price: Prices may be lowered to liquidate(清算） inventory of discontinued products. Prices may be maintained for continued products serving a niche market（瞄准机会市场）.v Distribution: Distribution becomes more selective. Channels that no longer are profitable are phased out(逐步淘汰）.v Promotion: Expenditures are lower and aimed at reinforcing the brand image for continued productsLimitations of the Product Life Cycle Concept 产品生命周期的局限性v The life cycle concept is not well-suited for the forecasting of product sales.v The life cycle may become self-fulfilling.Consumer Buying Behavior 消费者购买行为The actions and decisions of individuals who purchase products for personal use constitute consumer buying behavior.The Consumer Buying ProcessNeed recognitionSearchEvaluation of alternativesPurchase decisionAfter-purchase evaluationSeveral factors affect the buying decision of consumers.v Social factors: family members , peersv Psychological factors: attitude, personalityv Personal characteristics: age, educationv Specific conditions:Industrial Buying Behavior 企业购买行为v The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-profit groups is referred to as industrial buying behavior. Marketing Research 市场营销调研v Marketing research is the process of systematically gathering, analyzing and interpreting data pertaining to the companys market, customers and competitors, with the goal of improving marketing decisions.The Research Processv Forming the research questionv Research designv Data collection: secondary data, primary datav Data analysisv Choosing the best solutionMarket Segmentation 市场细分The division of a market into different homogeneous group of consumers.v Mass marketing(大量营销）v Target marketing（目标营销）Requirements of Market Segments 市场细分的要求v Identifiable: v The differentiating attributes of the segments must be measurable so that they can be identified.v Accessible: The segments must be reachable through communication and distribution channels.v Substantial:The segments should be sufficiently large to justify the resources required to target them.v Unique