【商务英语】市场营销(中英)

1、1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定 价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （ 执 行 、 实 行 ） the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives. the definition emphasize

2、s the diverse activities marketers perform.（ 强调市场商人不同的行为活动）? Deciding what products to offer? Setting prices? Developing sales promotions and advertising campaigns? Making products readily available to customers2 . The marketing Concepts（市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学）? The Production Conce

3、pt生产观念? The Selling Concept推销观念? The Marketing Concept市场营销观念The Production Concept生产观念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 / sales concept推销观念（利用广告这种重要方

4、式来与其顾客沟通从而获取他们的 订单）The Marketing Concept 市场营销观念Difference between Selling and Marketing销售与营销的区别Selling :先销售冉Marketing :先调查市场需要再Emphasis is on the product.Emphasis is on customers wants.Company first makes the product and then figures out how to sell it.Company first determines customers wants and th

5、en 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 today products and markets.Planning is long term, in the sense of new products, tomorrow market, and future growth.Stresses nee

6、ds of seller.Stresses wants of buyers.3 .The Marketing Mix / The 4P s of Marketing市场营销组合1）Product （产品：有形和无形，包括包装、色彩、品牌、服务， 甚至销售商的声誉）Consumer products 消费品： produced for and purchased by households for their use.Industrial products工业产品： are sold primarily for usein producing other products.2）Price （价格

7、：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts thebuyer to exchange moneyor something of value for the product.Loss Leader Pricing （亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing （渗透定价

8、法-心理定价策略）设定最初 低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市 场份赖。is a pricing strategy where the organization setsa low price to increase sales and market share. aIntroductory ” .Price Skimming （撇脂定价法-心理定价策略）将产品的价格定的较高，尽可能在产品生命初期，在竞争者研制出相似的产品以前，尽快的收回投资，并且取得相当的利润。Means the charging of relativelyhigh prices tha

9、t take advantage of early customers strong need for the new product, and then decreasing it slowly as sales begin to decline.Differential Pricing （区别定价法）involves allowing thesame product to be priced differently.3）Place （ 分销：代表公司为使产品达到目标顾客手中所进行的各种活动 ）Place / Distribution refer to howyou will sell yo

10、ur products to your customers.4）Promotion （促销：代表公司宣传其产品优点和说服目标顾客购买所进行的各种活动）Personal selling（ 人员销售）、Advertising 、 Sales promotion（销售促销）、Publicity （宣传）产品生命周期（PLC）引入期成长期成熟期衰退期4 .The Product Life Cycle? Introduction Phase? Growth Phase? Maturity Phase? Decline Phase（4p-市场营销在每一个时期呈现的不同特点）产品生命周Limitations

11、 of the Product Life Cycle Concept期的局限性一不适用于产品销量的预测，之使用与一般预测5.1） Consumer Buying Behavior（消费者购买行为：作为个人使用产品和决策构成消费者购买行为。社会、心理、人口和环境因素）Need recognition Search Evaluation of alternatives（ 比 较同 类产品 讯息） Purchase decision After-purchase evaluation（评估购买行为）Several factors affect the buying decision of consu

12、mers.? Social factors: family members , peers? Psychological factors: attitude, personality? Personal characteristics: age, education? Specific conditions2） Industrial Buying Behavior企业购买行为The purchase decision making of organization such as manufacturers, service providers, government agencies, ins

13、titutions, and non-profit groups is referred to as industrial buying behavior.6 .Marketing Research （市场营销调研有效的调研包括5个步骤）Forming the research question 确定问题和研究目标Research design 制定调研计划Data collection: secondary data, primary data资料搜集Data analysis 资料分析Choosing the best solution 确定最好的解决方法7 Market Segmenta

14、tion （市场细分：按照购买者所需的个别产品或营销组合，把一个市场分为若干不同的购买者群体的行为）The division of a market into different homogeneous group of consumers.? Mass marketing（ 大量营销）? Target marketing （目标营销）1） Requirements of Market Segments 市场细分的要求? Identifiable （可确认的）: The differentiating attributes（部分）of the segments must be measurab

15、le so that theycan be identified.? Accessible （可以达到的）: The segments must be reachablethrough communication and distribution channels.? Substantial: The segments should be sufficiently large to justify the resources required to target them.? Unique needs （独特的需求）:To justifyseparate offerings,the segme

16、nts must respond differently to the different marketing mixes.? Durable （耐用持久的）: The segments should be relativelystable to minimize the cost of frequent changes.2） Segmentation Bases 细分依据? Geographic segmentation bases（ 地理因素）: city, state,region.? Demographic segmentation bases （人口 因素）：age, income, educ