[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） The process of planning and cuting （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers per.(强调市场商 人不同的行为活动) ❖ Deciding what products to offer ❖ Setting prices ❖ Developing sales promotions and advertising campaigns ❖ Making products readily available to customers 2. The marketing Concepts(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) ❖ The Production Concept 生产观念 ❖ The Selling Concept 推销观念 ❖ The Marketing Concept 市场营销观念 The Production Concept 生产观念 The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products. The Selling Concept / sales concept 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) The Marketing Concept 市场营销观念 Difference between Selling and Marketing 销售与营销的区别 Selling：先销售再… Marketing：先调查市场需要再… Emphasis is on the product. Emphasis is on customers’ wants. Company first makes the product and then figures out how to sell it. Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants. Management is sales-volume-oriented. Management is profit-oriented. Planning is short-run, in terms of today’s products and markets. Planning is long term, in the sense of new products, tomorrow’s market, and future growth. Stresses needs of seller. Stresses wants of buyers. 3.The Marketing Mix / The 4P’s of Marketing 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） Consumer products 消费品：produced for and purchased by households for their use. Industrial products 工业产品：are sold primarily for use in producing other products. 2)Price（价格：消费者为获得产品所必须支付的金额） Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product. Loss Leader Pricing (亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products. Penetration Pricing (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。 is a pricing strategy where the organization sets a low price to increase sales and market share. “Introductory”. Price Skimming（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。Means the charging of relatively high prices that take advantage of early customers’ strong need for the new product, and then decreasing it slowly as sales begin to decline. Differential Pricing（区别定价法）involves allowing the same product to be priced differently. 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 / Distribution refer to how you will sell your products to your customers. 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） Personal selling(人员销售）、Advertising、Sales promotion（销售 促销）、Publicity（宣传） 4.The Product Life Cycle 产品生命周期（PLC） ❖ Introduction Phase 引入期 ❖ Growth Phase 成长期 ❖