市场营销第一章(英文)分析解析

1、,你想了解现代企业营销的奥秘吗？你正在准备各种英语考试吗？你想毕业后进外企工作吗？你想提高推销自己的能力吗？那就好好上市场营销学的双语课吧！我们共同努力，你一定可以实现你的梦想！,Learningobjectives,掌握市场营销学的基本理论、基本概念以及市场营销的基本方法掌握经济学、管理学尤其是市场营销学的专业术语大幅度提高英语水平，尤其是阅读水平,参考书目:菲利普科特勒市场营销管理PrinciplesofMarketingMarketingManagement营销学导论的翻译版各种营销学书籍,Marketing：AnIntroduction,PartOneDefiningMarketing

2、andMarketingProcessChapter1Marketing:ManagingProfitableCustomerRelationshipsChapter2CompanyandMarketingStrategyPartTwoUnderstandingtheMarketplaceandConsumersChapter3TheMarketingEnvironmentChapter4ManagingMarketingInformationChapter5ConsumerandBusinessBuyerBehavior,PartThree:DesigningaCustomer-Driven

3、MarketingStrategyandMarketingMixChapter6Segmentation,Targeting,andPositioningChapter7Product,services,andBrandingStrategyChapter8New-prodctDevelopmentandProductLife-CycleStrategiesChapter9PricingConsiderationsandStrategiesChapter10MarketingChannelsandSupplyChainMangementChapter11RetailingandWholesal

4、ingChapter12IntegratedMarketingCommunicationAdvertising,SalesPromotion,andPublicRelationsChapter13IntegratedMarketingCommunicationPersonalSellingandSalesManagement,Marketing：AnIntroduction,PartFour:ExtendingMarketingChapter14MarketingintheDigitalAgeChapter15TheGlobalMarketPlaceChapter16MarketingandS

5、ociety,Marketing：AnIntroduction,学习方法如何抓重点,各级标题及目录重点图表边框中术语的定义正文中的斜体字各段落的重点句（段首）,CHAPTER1,Marketing:ManagingProfitableCustomerRelationships,Afterstudyingthischapter,youshouldbeableto,.Definemarketingandoutlinethestepsinthemarketingprocess.Explaintheimportanceofunderstandingcustomersandthemarketplace,

6、andidentifythefivecoremarketplaceconcepts.Discusscustomerrelationshipmanagement,andidentifystrategiesforcreatingvalueforcustomersandcapturingvaluefromcustomersinreturn.,第一章小结,营销活动的五大步骤营销的五组基本概念营销观念的发展演变：五种观念,MARKETINGp5,Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantt

7、hroughcreatingandexchangingvaluewithothers.,TheMarketingProcess,1.Understandthemarketplaceandconsumerneedsandwants2.Designaconsumer-drivenmarketingstrategy3.Constructmarketingprogramthatdeliverssuperiorvalue4.Buildprofitablerelationshipsandcreatcustomerdelight5.Capturevaluefromcustomerstocreateprofi

8、tsandcustomerqulity,1.UnderstandthemarketplaceandconsumerneedsandwantsFivecoremarketplaceConcepts:P5(1)needs,wants,anddemands;(2)marketingoffers;(3)valueandsatisfaction;(4)exchanges,transactions,andrelationships;(5)markets,(1)needs,wants,anddemands;Needs需要:statesoffeltdeprivationWants欲望:theformhuman

9、needstakeasshapedbycultureandindividualpersonality.Demands需求:humanwantsthatarebackedbybuyingpower.,(2)marketingoffers;Somecombinationofproducts,services,imformation,orexperiencesofferedtoamarkettosatisfyaneedorwant.(3)valueandsatisfaction;,(4)exchanges,transactions,andrelationships;exchange交换:theact

10、ofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturntransaction交易:atradeofvaluesbetweentwoparties,(5)markets,Thesetofallactualandpotentialbuyersofaproductorservice.,Figure1.2elementsofaMordernMarketingSystem,Suppliers,company,competitors,marketingintermediaries,Finalconsumers,2.Designinga

11、consumer-drivenmarketingstrategy,SelectingcustomerstoserveMarketingmanagement:theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.demarketing:marketingtoreducedemandtemporarillyorpermanently;theaimisnotdestroydemandbutonlytoreduceorshiftit.Decidingonavalueproposition（价值

12、陈述）adidas的广告语(slogan)“impossibleisnothing”耐克-JUSTDOIT！,3.MarketingMangementOritationsp8TheProductionConceptTheProductConceptTheSellingConceptTheMarketingConceptTheSocietalMarketingConcept,（1）p9TheProductionConcept,Thephilosophythatconsumerswillfavorproductsthatareavailableandhighlyaffordableandthatm

13、anagementshouldthereforefocusonimprovingproductionanddistributionefficiency,（2）p9TheProductConcept,Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.,（3）p9TheSellingConcept,The

14、ideathatconsumerswillnotbuyenoughoftheorganizationsproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.,（4）p9MarketingConcept,Themarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsonknowing(determining)theneedsandwantsoftargetmarketsanddeliveringthe

15、desiredsatisfactionsmoreefficientlythancompetitorsdo.,Themarketingconcept,Meetingneedsprofitably.findwantsandfillthem.lovetheconsumer,nottheproduct.,Thesellingandmarketingconceptscontrasted,（5）P10SOCIETALMARKETINGCONCEPT,Theideathattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmar

16、ketsanddeliverthedesiredsatisfactionsmoreefficientlythandothecompetitorsinawaythatmaintainsorimprovestheconsumersandsocietyslong-runinterests(wellbeing).,p11figure1.4threeconsiderationsunderlyingthesocietalmarketingconcept,财富最受尊敬公司AmericasmostadmiredcompaniesFortune,2004年世界最受尊敬企业名单:通用(GE)，索尼和西门子分列前三

17、名，三星、松下、日立、飞利浦则占据了第47名的位置。,OURCREDO(Johnson&Johnson),Webelieveourfirstresponsibilityisthosewhouseourproductsandservices.oursuppliersanddistributorsmusthaveanopportunitytomakeafairprofit.Weareresponsibletoouremployees.Weareresponsibletothecommunitiesinwhichweliveandworkandtotheworldcommunityaswell.Ou

18、rfinalresponsibilityistoourstockholders.,NOTICE,Idonotconsiderasalecompleteuntilgoodsarewornoutandthecustomerisstillsatisfied.Wewillthankanyonetoreturngoodsthatarenotperfectlysatisfactory.Aboveallthingswewishtoavoidhavingadissatisfiedcustomer.,4.Preparingamarketingplanandprogram,5.BuildingCustomerRe

19、lationships,CustomerRelationshipMangement(CRM)RelationshipBuildingBlocksCustomerRelationshipLevelsandToolsThechangingNatureofCustomerRelationshipsRelatingwithMoreCarefullySelectedCustomersRelatingforthelongtermRelatingdirectlyPartnerRelationshipMarketingPartnerRelationshipinsidethecompanyPartnersout

20、sidetheFirm,5.1CustomerRelationshipMangement(CRM),CustomerRelationshipMangement(CRM):顾客关系管理theoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.Partnerrelationshipmanagement:伙伴关系管理,customerperceivedvalue:thedifferencebetweentotalcus

21、tomervalueandtotalcustomercost.P12(顾客感知价值)顾客感知价值=顾客总价值-顾客总成本CustomerSatisfaction(CS):theextenttowhichaproductsperceivedperformancematchesabuyersexpectationsp13.(顾客满意)顾客满意=产品性能感知-购买者预期Perceive-perception,Consumerrelationshiplevelsandtoolsp13,1.公司建立顾客关系有哪两种程度?2.公司建立顾客关系通常有哪3种工具?,p131.公司建立顾客关系有哪两种程度?Ba

22、sicrelationships,fullpartnerships2.公司建立顾客关系通常有哪3种工具?financialbenefits,Socialbenefits,structuralties,5.2Partnerrelationshipmanagement伙伴关系管理workingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomers.PartnersinsidethecompanyPartnersoutsidethefirm-supply

23、chainmanagement,6.Capturingvaluefromcustomers,Customerlifetimevalue:thevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage.顾客终身价值Customerequity:thetotalcombinedcustomerlifetimevaluesofthecompanyscustomers.顾客资产,patron:n.赞助人,保护人Examples:1.Thisstorehasmanypatrons.这家商店有许多老顾客。2.Modernartistshavedifficultyinfindingpatrons.现代艺术家们很难找到赞助人。patronage:n.赞助,光顾Examples:1.Wethankyouforyourpatron