市场营销中英版 9页

1.Marketing市场营销：通过方案和执行关于产品、效劳和电子的定价、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)vDecidingwhatproductstooffervSettingpricesvDevelopingsalespromotionsandadvertisingcampaignsvMakingproductsreadilyavailabletocustomers\n2.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)vTheProductionConcept生产观念vTheSellingConcept推销观念vTheMarketingConcept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.\n3.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、效劳，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置者，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.\nDifferentialPricing〔区别定价法〕involvesallowingthesameproducttobepriceddifferently.3)Place(分销：代表公司为使产品到达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置所进行的各种活动〕Personalselling(人员销售〕、Advertising、Salespromotion〔销售促销〕、Publicity〔宣传〕4.TheProductLifeCycle产品生命周期〔PLC〕vIntroductionPhase引入期vGrowthPhase成长期vMaturityPhase成熟期vDeclinePhase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。\n5.1〕ConsumerBuyingBehavior〔消费者购置行为：作为个人使用产品和决策构成消费者购置行为。社会、心理、人口和环境因素〕NeedrecognitionàSearchàEvaluationofalternatives(比拟同类产品讯息)àPurchasedecisionàAfter-purchaseevaluation〔评估购置行为〕Severalfactorsaffectthebuyingdecisionofconsumers.vSocialfactors:familymembers,peersvPsychologicalfactors:attitude,personalityvPersonalcharacteristics:age,educationvSpecificconditions2〕IndustrialBuyingBehavior企业购置行为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制定调研方案Datacollection:secondarydata,primarydata资料搜集Dataanalysis资料分析Choosingthebestsolution确定最好的解决方法\n7．MarketSegmentation〔市场细分：按照购置者所需的个别产品或营销组合，把一个市场分为假设干不同的购置者群体的行为〕Thedivisionofamarketintodifferenthomogeneousgroupofconsumers.vMassmarketing(大量营销〕vTargetmarketing〔目标营销〕1〕RequirementsofMarketSegments市场细分的要求vIdentifiable〔可确认的〕:Thedifferentiatingattributes〔局部〕ofthesegmentsmustbemeasurablesothattheycanbeidentified.vAccessible〔可以到达的〕:Thesegmentsmustbereachablethroughcommunicationanddistributionchannels.vSubstantial:Thesegmentsshouldbesufficientlylargetojustifytheresourcesrequiredtotargetthem.vUniqueneeds〔独特的需求〕:Tojustifyseparateofferings,thesegmentsmustresponddifferentlytothedifferentmarketingmixes.vDurable〔耐用持久的〕:Thesegmentsshouldberelativelystabletominimizethecostoffrequentchanges.2〕SegmentationBases细分依据vGeographicsegmentationbases(地理因素〕:city,state,region.vDemographicsegmentationbases〔人口因素〕：age,income,\neducation,occupation,sex,race,socialclass.vPsychographicsegmentationbases〔消费心理因素〕:attitudes,personality,opinions,lifestyles,interests,motives.vBehaviouralisticsegmentation〔消费行为因素〕:Basedonactualcustomerbehaviortowardproducts.\n2.1.202216:3216:32:0022.2.14时32分4时32分0秒二月.1,221二月20224:32:00下午16:32:002022年2月1日星期二16:32:00\n