市场营销第一章(英文)分析解析

•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：AnIntroductionPartOneDefiningMarketingandMarketingProcess•Chapter1Marketing:ManagingProfitableCustomerRelationships•Chapter2CompanyandMarketingStrategyPartTwoUnderstandingtheMarketplaceandConsumers•Chapter3TheMarketingEnvironment•Chapter4ManagingMarketingInformation•Chapter5ConsumerandBusinessBuyerBehaviorPartThree:DesigningaCustomer-DrivenMarketingStrategyandMarketingMix•Chapter6Segmentation,Targeting,andPositioning•Chapter7Product,services,andBrandingStrategy•Chapter8New-prodctDevelopmentandProductLife-CycleStrategies•Chapter9PricingConsiderationsandStrategies•Chapter10MarketingChannelsandSupplyChainMangement•Chapter11RetailingandWholesaling•Chapter12IntegratedMarketingCommunicationAdvertising,SalesPromotion,andPublicRelations•Chapter13IntegratedMarketingCommunicationPersonalSellingandSalesManagementMarketing：AnIntroductionPartFour:ExtendingMarketing•Chapter14MarketingintheDigitalAge•Chapter15TheGlobalMarketPlace•Chapter16MarketingandSocietyMarketing：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）CHAPTER1Marketing:ManagingProfitableCustomerRelationshipsAfterstudyingthischapter,youshouldbeableto1.Definemarketingandoutlinethestepsinthemarketingprocess2.Explaintheimportanceofunderstandingcustomersandthemarketplace,andidentifythefivecoremarketplaceconcepts.3.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•Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.TheMarketingProcess1.Understandthemarketplaceandconsumerneedsandwants2.Designaconsumer-drivenmarketingstrategy3.Constructmarketingprogramthatdeliverssuperiorvalue4.Buildprofitablerelationshipsandcreatcustomerdelight5.Capturevaluefromcustomerstocreateprofitsandcustomerqulity1.UnderstandthemarketplaceandconsumerneedsandwantsFivecoremarketplaceConcepts:P5(1)needs,wants,anddemands;(2)marketingoffers;(3)valueandsatisfaction;(4)exchanges,transactions,andrelationships;(5)markets(1)needs,wants,anddemands;•Needs需要:statesoffeltdeprivation•Wants欲望:theformhumanneedstakeasshapedbycultureandindividualpersonality.•Demands需求:humanwantsthatarebackedbybuyingpower.(2)marketingoffers;Somecombinationofproducts,services,imformation,orexperiencesofferedtoamarkettosatisfyaneedorwant.(3)valueandsatisfaction;(4)exchanges,transactions,andrelationships;exchange交换:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturntransaction交易:atradeofvaluesbetweentwoparties(5)marketsThesetofallactualandpotentialbuyersofaproductorservice.Figure1.2elementsofaMordernMarketingSystemSupplierscompanycompetitorsmarketingintermediariesFinalconsumers2.Designingaconsumer-drivenmarketingstrategy•SelectingcustomerstoserveMarketingmanagement:theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.demarketing:marketingtoreducedemandtemporarillyorpermanently;theaimisnotdestroydemandbutonlytoreduceorshiftit.•Decidingonavalueproposition（价值陈述）adidas的广告语(slogan)——“impossibleisnothing”耐克-----JUSTDOIT！3.MarketingMangementOritationsp8TheProductionConceptTheProductConceptTheSellingConceptTheMarketingConceptTheSocietalMarketingConcept（1）p9TheProductionConcept•Thephilosophythatconsumerswillfavorproductsthatareavailableandhighlyaffordableandthatmanagementshouldthereforefocusonimprovingproductionanddistributionefficiency（2）p9TheProductConcept•Theideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.（3）p9TheSellingConcept•Theideathatconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.（4）p9MarketingConcept•Themarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsonknowing(determining)theneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreefficientlythancompetitorsdo.Themarketingconcept•Meetingneedsprofitably.•findwantsandfillthem.•lovetheconsumer,nottheproduct.Thesellingandmarketingconceptscontrasted（5）P10SOCIETALMARKETINGCONCEPT•Theideathattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmarketsanddeliverthedesiredsatisfactionsmoreefficientlythandothecompetitorsinawaythatmaintainsorimprovestheconsumer’sandsociety’slong-runinterests(wellbeing).p11figure1.4threeconsiderationsunderlyingthesocietalmarketingconcept《财富》最受尊敬公司America’smostadmiredcompaniesFortune2004年世界最受尊敬企业名单:通用(GE)，索尼和西门子分列前三名，三星、松下、日立、飞利浦则占据了第4—7名的位置。OURCREDO(Johnson&Johnson)Webelieveourfirstresponsibilityisthosewhouseourproductsandservices.oursuppliersanddistributorsmusthaveanopportunitytomakeafairprof