【商务英语】市场营销(中英)

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）Theprocessofplanningandexecuting（执行、实行）theconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.——thedefinitionemphasizesthediverseactivitiesmarketersperform.(强调市场商人不同的行为活动)DecidingwhatproductstoofferSettingpricesDevelopingsalespromotionsandadvertisingcampaignsMakingproductsreadilyavailabletocustomers2.ThemarketingConcepts(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)TheProductionConcept生产观念TheSellingConcept推销观念TheMarketingConcept市场营销观念TheProductionConcept生产观念Theideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthelow-costproductswouldcreatethedemandforthoseproducts.TheSellingConcept/salesconcept推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)TheMarketingConcept市场营销观念DifferencebetweenSellingandMarketing销售与营销的区别Selling：先销售再…Marketing：先调查市场需要再…Emphasisisontheproduct.Emphasisisoncustomers’wants.Companyfirstmakestheproductandthenfiguresouthowtosellit.Companyfirstdeterminescustomers’wantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.Managementissales-volume-oriented.Managementisprofit-oriented.Planningisshort-run,intermsoftoday’sproductsandmarkets.Planningislongterm,inthesenseofnewproducts,tomorrow’smarket,andfuturegrowth.Stressesneedsofseller.Stresseswantsofbuyers.3.TheMarketingMix/The4P’sofMarketing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）Consumerproducts消费品：producedforandpurchasedbyhouseholdsfortheiruse.Industrialproducts工业产品：aresoldprimarilyforuseinproducingotherproducts.2)Price（价格：消费者为获得产品所必须支付的金额）Referstothevalueorworthofaproductthatattractsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.LossLeaderPricing(亏本出售商品）sellingthingsinitslowerpricethanitscostpriceinordertoattractcustomerstopurchasetheproducts.PenetrationPricing(渗透定价法---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。isapricingstrategywheretheorganizationsetsalowpricetoincreasesalesandmarketshare.“Introductory”.PriceSkimming（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。Meansthechargingofrelativelyhighpricesthattakeadvantageofearlycustomers’strongneedforthenewproduct,andthendecreasingitslowlyassalesbegintodecline.DifferentialPricing（区别定价法）involvesallowingthesameproducttobepriceddifferently.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/Distributionrefertohowyouwillsellyourproductstoyourcustomers.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）Personalselling(人员销售）、Advertising、Salespromotion（销售促销）、Publicity（宣传）4.TheProductLifeCycle产品生命周期（PLC）IntroductionPhase引入期GrowthPhase成长期MaturityPhase成熟期DeclinePhase衰退期（4p-市场营销在每一个时期呈现的不同特点）LimitationsoftheProductLifeCycleConcept产品生命周期的局限性---不适用于产品销量的预测，之使用与一般预测。5.1）ConsumerBuyingBehavior（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）NeedrecognitionSearchEvaluationofalternatives(比较同类产品讯息)PurchasedecisionAfter-purchaseevaluation（评估购买行为）Severalfactorsaffectthebuyingdecisionofconsumers.Socialfactors:familymembers,peersPsychologicalfactors:attitude,personalityPersonalcharacteristics:age,educationSpecificconditions2）IndustrialBuyingBehavior企业购买行为Thepurchasedecisionmakingoforganizationsuchasmanufacturers,serviceproviders,governmentagencies,institutions,andnon-profitgroupsisreferredtoasindustrialbuyingbehavior.6.MarketingResearch（市场营销调研有效的调研包括5个步骤）Formingtheresearchquestion确定问题和研究目标Researchdesign制定调研计划Datacollection:secondarydata,primarydata资料搜集Dataanalysis资料分析Choosingthebestsolution确定最好的解决方法7．MarketSegmentation（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）Thedivisionofamarketintodifferenthomogeneousgroupofconsumers.Massmarketing(大量营销）Targetmarketing（目标营销）1）RequirementsofMarketSegments市场细分的要求Identifiable（可确认的）:Thedifferentiatingattributes（部分）ofthesegmentsmustbemeasurablesothattheycanbeidentified.Accessible（可以达到的）:Thesegmentsmustbereachablethroughcommunicationanddistributionchannels.Substantial:Thesegmentsshouldbesufficientlylargetojustifytheresourcesrequiredtotargetthem.Uniqueneeds（独特的需求）:Tojustifyseparateofferings,thesegmentsmustresponddifferentlytothedifferentmarketingmixes.Durable（耐用持久的）:Thesegmentsshouldberelativelystabletominimizethecostoffrequentchanges.2）SegmentationBases细分依据Geographicsegmentationbases(地理因素）:city,state,region.Demographicsegmentationbases（人口因素）：age,income,education,occupation,sex,race,socialclass.Psychographicsegmentationbases（消费心理因素）:attitudes,personality,opinions,lifestyles,interests,motives.Behaviouralisticsegmentation（消费行为因素）:Basedonactualcustomerbehaviortowardproducts.