《市场营销中英版.docx》由会员分享,可在线阅读,更多相关《市场营销中英版.docx(8页珍藏版)》请在课桌文档上搜索。
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.