市场营销中英版.docx

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1、市场营销中英版Theprocessofplanningandexecuting（执行、实行）theconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.thedefinitionemphasizesthediverseactivitiesmarketersPerfOrm.（强调市场商人不一致的行为活动） Decidingwhatproductstooffer Settingprice

2、s Developingsalespromotionsandadvertisingcampaigns Makingproductsreadilyavailabletocustomers定比竞争对后更好的决策来满足这些需求的哲学）生产观念推销观念市场营销观念：TheProductionConcept TheSellingConceptTheMarketingConceptTheProductionConcept生产观念Theideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthelow-c

3、ostproductswouldcreatethedemandforthoseproducts.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.Emphasisisoncustomerswants.Companyfirstmakestheproductandthenfigures

4、outhowtosellit.Companyfirstdeteninescustomers,wantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.Managementissales-volume-oriented.Managementisprofit-oriented.Planningisshort-run,intermsoftodaysproductsandmarkets.Planningislongterm,inthesenseofnewproducts,tomorrow,smarket,andfuture

5、growth.Stressesneedsofseller.Stresseswantsofbuyers.I）PrOdlct（产品：有形与无形，包含包装、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务必支付的金额）Referstothevalueorworthofaproductthatattra

6、ctsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.1.ossLeaderPricing（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，以便迅速与深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。isapricingstrategywheretheorganizationsetsalowpric

7、etoincreasesalesandmarketshare.uIntroductory.PriCeSkimmhIg（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往常，尽快的收回投资，同时取得相当的利润。Meansthechargingofrelativelyhighpricesthattakeadvantageofearlycustomers9strongneedforthenewproduct,andthendecreasingitslowlyassalesbegintodecline.DifferentialPricing（区别定价法）in

8、volvesallowingthesameproducttobepriceddifferently.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类活动）Place/Distributionrefertohowyouwillsellyourproductstoyourcustomers.4）Promotion（促销：代表公司宣传其产品优点与说服目标顾客购买所进行的各类活动）PersonalSening（人员销售）、AdvertisingSalespromotion（销售促销）、Publicity（宣传）4.TheProductLifeCycle产品生命周期（PLe）Intro

9、ductionPhase弓入期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一致特点）1.imitationsoftheProductLifeCycleConcept产品生命周期的局限性不适用于产品销量的预测，之使用与通常预测。5.1） ConsumerBuyingBehavior（消费者购买行为：作为个人使用产品与决策构成消费者购买行为。社会、心理、人口与环境因素）NeedrecognitionSearchEvaluationofalternatives（比较同类产iK）PurchasedecisionAfter

10、-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,

11、serviceproviders,governmentagencies,institutions,andnon-profitgroupsisreferredtoasindustrialbuyingbehavior.6 .MarketingResearch（市场营销调研有效的调研包含5个步骤）Formingtheresearchquestion确定问题与研究目标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 .Mark

12、etSegmentation（市场细分：按照购买者所需的个别产品或者营销组合，把一个市场分为若干不一致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）ofthesegmentsmustbemeasurablesothattheycanbeiden

13、tified. Accessible（能够达到的）:Thesegmentsmustbereachablethroughcommunicationanddistributionchannels. Substantial:Thesegmentsshouldbesufficientlylargetojustifytheresourcesrequiredtotargetthem.Uniqueneeds（特殊的需求）:Tojustifyseparateofferings,thesegmentsmustresponddifferentlytothedifferentmarketingmixes.Durab

14、le（耐用持久的）：TheSegmentSShOUldberelatiVeIyStabIetominimizethecostoffrequentchanges.2） SegmentationBases细分根据 Geographicsegmentationbases（3S）: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.