市場(chǎng)營(yíng)銷(xiāo)中英版(共7頁(yè)).doc

1、1.Marketing 市場(chǎng)營(yíng)銷(xiāo)：通過(guò)計(jì)劃和執(zhí)行關(guān)于產(chǎn)品、服務(wù)和電子的定價(jià)、促銷(xiāo)和分銷(xiāo)，從而創(chuàng)造交換，以實(shí)現(xiàn)個(gè)人和組織的目標(biāo)的過(guò)程）The process of planning and executing （執(zhí)行、實(shí)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 div

2、erse activities marketers perform.(強(qiáng)調(diào)市場(chǎng)商人不同的行為活動(dòng))v Deciding what products to offerv Setting pricesv Developing sales promotions and advertising campaignsv Making products readily available to customers2. The marketing Concepts(市場(chǎng)營(yíng)銷(xiāo)觀念：企業(yè)分析消費(fèi)者需求，制定比競(jìng)爭(zhēng)對(duì)后更好的決策來(lái)滿(mǎn)足這些需求的哲學(xué))v The Production Concept 生產(chǎn)觀念v Th

3、e Selling Concept 推銷(xiāo)觀念v The Marketing Concept 市場(chǎng)營(yíng)銷(xiāo)觀念The Production Concept 生產(chǎn)觀念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 推銷(xiāo)觀念(利用廣告這種重要方式來(lái)與其顧客

4、溝通從而獲取他們的訂單)The Marketing Concept市場(chǎng)營(yíng)銷(xiāo)觀念Difference between Selling and Marketing銷(xiāo)售與營(yíng)銷(xiāo)的區(qū)別Selling：先銷(xiāo)售再M(fèi)arketing：先調(diào)查市場(chǎng)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

5、 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 todays products and markets.Planning is long term, in the sense of new products, tomorrows market, and future growth.Stresses needs of se

6、ller.Stresses wants of buyers.3.The Marketing Mix / The 4Ps of Marketing市場(chǎng)營(yíng)銷(xiāo)組合1)Product（產(chǎn)品：有形和無(wú)形，包括包裝、色彩、品牌、服務(wù)，甚至銷(xiāo)售商的聲譽(yù)）Consumer products消費(fèi)品：produced for and purchased by households for their use.Industrial products 工業(yè)產(chǎn)品：are sold primarily for use in producing other products.2)Price（價(jià)格：消費(fèi)者為獲得產(chǎn)品所必須支付

7、的金額）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 (虧本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (滲透定價(jià)法-心理定價(jià)策略）設(shè)定最

8、初低價(jià)，以便迅速和深入地進(jìn)入市場(chǎng)，從而快速吸引來(lái)大量的購(gòu)買(mǎi)者，贏得較大的市場(chǎng)份賴(lài)。is a pricing strategy where the organization sets a low price to increase sales and market share. “Introductory”.Price Skimming（撇脂定價(jià)法-心理定價(jià)策略）將產(chǎn)品的價(jià)格定的較高，盡可能在產(chǎn)品生命初期，在競(jìng)爭(zhēng)者研制出相似的產(chǎn)品以前，盡快的收回投資，并且取得相當(dāng)?shù)睦麧?rùn)。Means the charging of relatively high prices that take advantag

9、e of early customers strong need for the new product, and then decreasing it slowly as sales begin to decline.Differential Pricing（區(qū)別定價(jià)法）involves allowing the same product to be priced differently.3)Place (分銷(xiāo)：代表公司為使產(chǎn)品達(dá)到目標(biāo)顧客手中所進(jìn)行的各種活動(dòng)) Place / Distribution refer to how you will sell your products to

10、your customers.4)Promotion（促銷(xiāo)：代表公司宣傳其產(chǎn)品優(yōu)點(diǎn)和說(shuō)服目標(biāo)顧客購(gòu)買(mǎi)所進(jìn)行的各種活動(dòng)）Personal selling(人員銷(xiāo)售）、Advertising、Sales promotion（銷(xiāo)售促銷(xiāo)）、Publicity（宣傳）4.The Product Life Cycle 產(chǎn)品生命周期（PLC）v Introduction Phase 引入期v Growth Phase 成長(zhǎng)期v Maturity Phase 成熟期 v Decline Phase 衰退期（4p-市場(chǎng)營(yíng)銷(xiāo)在每一個(gè)時(shí)期呈現(xiàn)的不同特點(diǎn)）Limitations of the Product Life

11、 Cycle Concept 產(chǎn)品生命周期的局限性-不適用于產(chǎn)品銷(xiāo)量的預(yù)測(cè)，之使用與一般預(yù)測(cè)。5.1）Consumer Buying Behavior（消費(fèi)者購(gòu)買(mǎi)行為：作為個(gè)人使用產(chǎn)品和決策構(gòu)成消費(fèi)者購(gòu)買(mǎi)行為。社會(huì)、心理、人口和環(huán)境因素）Need recognition à SearchàEvaluation of alternatives(比較同類(lèi)產(chǎn)品訊息)àPurchase decisionàAfter-purchase evaluation（評(píng)估購(gòu)買(mǎi)行為）Several factors affect the buying decision of c

12、onsumers.v Social factors: family members , peersv Psychological factors: attitude, personalityv Personal characteristics: age, educationv Specific conditions2）Industrial Buying Behavior 企業(yè)購(gòu)買(mǎi)行為T(mén)he purchase decision making of organization such as manufacturers, service providers, government agencies,

13、 institutions, and non-profit groups is referred to as industrial buying behavior. 6.Marketing Research （市場(chǎng)營(yíng)銷(xiāo)調(diào)研有效的調(diào)研包括5個(gè)步驟）Forming the research question確定問(wèn)題和研究目標(biāo)Research design制定調(diào)研計(jì)劃Data collection: secondary data, primary data資料搜集Data analysis資料分析Choosing the best solution確定最好的解決方法7Market Segmentat

14、ion （市場(chǎng)細(xì)分：按照購(gòu)買(mǎi)者所需的個(gè)別產(chǎn)品或營(yíng)銷(xiāo)組合，把一個(gè)市場(chǎng)分為若干不同的購(gòu)買(mǎi)者群體的行為）The division of a market into different homogeneous group of consumers.v Mass marketing(大量營(yíng)銷(xiāo)）v Target marketing（目標(biāo)營(yíng)銷(xiāo)）1）Requirements of Market Segments 市場(chǎng)細(xì)分的要求v Identifiable（可確認(rèn)的）: The differentiating attributes（部分） of the segments must be measurable s

15、o that they can be identified.v Accessible（可以達(dá)到的）: The segments must be reachable through communication and distribution channels.v Substantial: The segments should be sufficiently large to justify the resources required to target them.v Unique needs（獨(dú)特的需求）:To justify separate offerings, the segments must respond differently to the different marketing mixes.v Durable（耐用持久的）:The segments should be relatively stable to minimize the cost of frequent changes.2）Segmentation Bases 細(xì)分依據(jù)v Geographic segmentation bases(地理因素）: city, state, region.v Demographic segmentation bases（人口因素）：age, inc