市場營銷專業(yè)英語chaer

ProfessionalEnglishforMarketing廣東技術師范學院管理學院馬敏第一章上Chapter1(1sthalf)Chapter1MarketingManagementOverviewContents1.1MarketingManagementPhilosophies

1.1.1

TheProductionConcept,ProductConceptandSellingConcept1.1.2TheMarketingConceptandSocietalMarketingConcept1.2MarketSegmentation,MarketTargeting

andPositioning1.2.1MarketSegmentation1.2.2MarketTargeting1.2.3Positioning1.3RelationshipMarketing

1.3.1AnIntroductiontoRelationshipMarketing1.3.2TheRiseofCollaborativeMarketing1.1MarketingManagementPhilosophiesWedefinemarketingmanagementastheanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.Therearefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivities:theproductionconcept,theproductconcept,thesellingconcept,themarketingconcept,andthesocietalmarketingconcept.1.1.1TheProductionConcept,ProductConceptandSellingConceptTheProductionConcept

Theproductionconceptisoneoftheoldestconceptsinbusiness.Itholdsthephilosophythatconsumerswillfavorthoseproductsthatarewidelyavailableandlowincost.Managersofproduction-orientedorganizationsconcentrateonachievinghighproductionefficientlyandwidedistribution.

Theproductionconceptisstillausefulphilosophyintwotypesofsituations.Thefirstsituationoccurswhenthedemandforaproductexceedsthesupply,asinmanydevelopingcountries.Thesecondsituationoccurswhentheproduct’scostistoohighandimprovedproductivityisneededtobringitdown.

However,companiesoperatedundertheproductionphilosophyoftenrunamajorriskoffocusingtoonarrowlyontheirownoperations.TheProductConcept

Theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.Managersofproduct-orientedorganizationsfocustheirenergyonmakingsuperiorproductsandimprovingthemovertime.Theproductconceptcanleadto“marketingmyopia.”

TheSellingConcept

Sellingconceptholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.Theiraimistosellwhattheymakeratherthanmakewhatthemarketwants.1.1.2TheMarketingConceptandSocietalMarketingConceptTheMarketingConcept

It

holdsthatachievingorganizationalgoalsdependsonintegratingmarketingactivitiestowarddeterminingandsatisfyingtheneedsandwantsoftargetmarketsmoreeffectivelyandefficientlythancompetitorsdo.Themarketingconcepthasbeenstatedinmanycolorfulways,suchas“You’retheboss”(UnitedAirlines);“We’renotsatisfieduntilyouare”(GeneralElectric);and“Todoallinourpowertopackthecustomer’sdollarfullofvalue,quality,andsatisfaction”(JCPenney).Table1.1TheSellingandMarketingConceptsContrastedConceptStartingpointFocusMeansEndsSellingFactoryProductsSellingandpromotingProfitsthroughsalesvolumeMarketingTargetmarketCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSources:PhilipKotler,GaryArmstrong:Marketing,PrenticeHall,1996Fourpillarsformarketingconcept

Themarketingconceptrestsonfourpillarswhichwillbediscussedbelow:targetmarket,customerneeds,integratedmarketing,andprofitability.Targetmarket

Nocompanycanoperateineverymarketandsatisfyeveryneed.Norcanitalwaysdoagoodjobwithinonebroadmarket.Companiescandobestwhentheydefinetheirtargetmarket(s)carefullyandprepareatailoredmarketingprogram.Cu讀st篩om側er尸n淺ee裁dsTh屈e柳ma凍rk瓦et犧er液m番us狐t相pr侮ob超e吐it卻f煩ur吐th截er堤a勒nd名d巨is桌ti車ng剪ui同sh廳a帆mo拾ng真f培iv某e啊ki辮nd祥s廳of吳n昂ee外ds澡:1.勇S銹ta侍te掩d隙ne站ed顏s器(t茄he盤c著us走to頁me則r喊wa喇nt板s降an眼i齒ne叨xp肉en日si階ve讀c食ar習)2.賤R屯ea恰l巨ne聾ed稅s然(t菜he焦c感us給to侵me條r速wa氧nt逼s婦a寄ca啞r紫wh層os栽e盆op搭er義at凳in裹g陽co疑st信,搶no音t挑it斥s且in飼it督ia珍l火pr湊ic譜e,皂i咸s抽lo番w)3.植U犧ns水ta紗te播d豎ne為ed傻s泳(t續(xù)he腫c鋒us松to就me剝r太ex款pe黨ct抄s高go開od冤s芽er獨vi軟ce軟f傲ro奇m卷th傻e濃de洞al熟er庭)4.喬D花el爆ig答ht祖n較ee西ds喘(舒th呆e咸cu雷st乏om齒er殺w屢an炭ts承t遭o帳bu政y謙a駛ca狹r梨an喚d筐re精ce亞iv婦es網(wǎng)a俗c物om沾pl桿im尾en僻ta椅ry訓U對.S易.做ro炒ad特a采tl撤as倍)5.層S材ec范re廢t灶ne頁ed襖s感(t醒he忠c析us墨to娃me屈r案wa枯nt浴s既to偽b鬼e好se幟en爐b衛(wèi)y肉ot豎he餡rs堵a請s阿a野va抽lu工e-綿or是ie辜nt灣ed什s樸av紀vy顧c憶on濁su寺me斬r)In范te聽gr翼at硬ed倆m瞇ar聽ke草ti拌ngWh啟en遵a傲ll杰t梳he救c歡om鋪pa槳ny’s栽de鉆pa駕rt礦me眾nt夜s猾wo軌rk欲t紗og唉et始he扶r謎to蘆s仁er經ve免t峽he截c贏us亮to扭me擇r’s居in爐te肺re施st蜓s,綁t拆he停r練es往ul瘋t羽is畝i飾nt豬eg魄ra呢te戚d尊ma潤rk項et價in桐g.In低te奧gr棕at膨ed丑m錢ar怪ke企ti拋ng貌t茅ak繞es透p搜la套ce蛋o若n壇tw眼o波le狂ve普ls蔥.Fi胳rs思t,th憐e系va僑ri況ou董s江ma莫rk角et偶in福g因fu擦nc腳ti業(yè)on遺s獨mu基st窮w茶or顧k鉛to僚ge畝th附er孔,蛛su化ch蹄a壁s繡ad累ve諷rt賢is另in病g,哈s妥al焦es械f取or旋ce扛,患pr匠od敲uc個t滾ma炒na認ge逃me淋nt鑒,暮an方d巾ma賤rk魔et可in拋g衡re蟲se峰ar懷ch仇.Se響co半nd給,ma駱rk蓮et靈in介g梯mu繡st粱b孝e啊we飼ll擺c畏oo攤rd做in濤at妨ed倆w趙it糞h食ot慮he分r晴co陰mp杠an才y閘de形pa誤rt溉me圍nt傭s.Fi濕gu蘇re晌1翅.1徐In捎te恩gr層at村ed桿m具ar滾ke欠ti憐ngMi鍬dd任le爛m壞an廟ag乏em鴉en揀tFr稀on掌t-床li供ne溫p果eo卷pl艦eCu之st趙om韻er書sMi秤dd抵le筍m狹an啊ag懲em截en逃tTo也p艷ma仁na繭ge首me言ntCu飲st錫om存er廳sCu見st晉om珠er呀sFr榴on本t-域li往ne掩p達eo道pl骨eCu艇st效om島er跨sTo銳p德ma離na服ge挨me山ntPr史of靜it質ab鞭il逗it施yTh某e班ul僚ti辭ma競te皺p急ur倒po據(jù)se彩o訂f身th劑e贏ma貼rk到et滾in適g岡co抓nc溫ep否t蠢is雙t踢o柱he透lp楚o序rg徑an骨iz啦at婆io銷ns貞a影ch袋ie鵲ve射t嘴he折ir取g估oa蠻ls鴉.葡In季p禿ri因va魄te擇f它ir眾ms怖,肯th壞e蠶ma碑jo管r州go習al燭i喪s紗pr盯of軟it彎;翅in絮n炸on臟pr爪of碌it予a于nd逃p辯ub朵li較c亦or付ga鳴ni笨za虎ti文on金s,恒i板t查is膜s兔ur緣瑞vi膀vi封ng暴a蠶nd燥a撤tt哥ra刑ct近in敬g淚en傾ou即gh灶f辰un訊ds治t褲o杠pe府rf刪or悼m冊th悄ei膏r螺wo每rk墓.鵝In衣f存or歌-p邁ro董fi加t細or它ga貫ni獎za比ti檔on貴s,誓t紗he飄k處ey六i趁s嚇no艱t蜻to秧a爽im攀f恭or充p雨ro詞fi留ts寸a萄s臉su驅ch另b益ut鉤t雖o疤ac雜hi鑄ev下e膨th其em婦a稅s最a滋by廚pr懸od灣uc瘦t缸of移d斧oi私ng疫t墳he蟲j好ob饅w仙el鍋l.蛛A怨c喪om擺pa爺ny蠻m宵ak耍es傾m洞on柴ey或b限y騾sa弟ti俘sf閉yi森ng廁c姥us礎to噴me甘r級ne廣ed鍛s痛be樸tt岔er杯t拍ha連n籠it異s亦co答mp蓬et踏it途or個s芝do呈.Th諸e扣So傅ci院et蛋al鴿M眼ar偽ke聞ti慶ng梅C滅on漿ce閘ptTh費e吐so池ci兇et早al玩m監(jiān)ar藝ke虹ti而ng滔c胳on鼓ce課pt煎i騙s吉th遍e潑ne都we嫩st隊o綁f毫th提e宮fi肢ve純m占ar驚ke旱ti姓ng籠m請an召ag息em只en澇t素ph岡il院os族op拿hi羨es突.診It絹h惡ol盡ds藍t舅ha吃t赤th氏e稅or選ga校ni榮za狀ti哨on’s寶ta澆sk雄i鞏s儀to質d惹et尋er耳mi指ne報t例he資n里ee絞ds妄,乖wa捎nt芽s,繳a失nd隊i長nt邪er鋪es列ts吊o乎f授ta震rg撥et賀m起ar肝ke訪ts逆a撲nd至t鏟o巖de壟li懶ve賄r衫th撿e愈de峰si犯re侍d訂sa博ti帝sf丘ac汪ti剝on暢s香mo消re攏e震ff杜ec教ti脈ve雜ly母a課nd蜓e使ff勻ic貝ie圣nt嚴ly攤t榆ha疾n寧co榮mp健et絞it慕or灑s欠in假a胸w米ay鑄t戰(zhàn)ha汪t黨pr游es內er怕ve釋s隆or西e寬nh映an春ce遲s辟th仗e求co乏ns板um滴er’s表an扮d貼th拐e懷so勺ci迷et章y’s笑we既ll逐-b軟ei揉ng月.Fi擁gu棄re稈1云.2吹Th菜re嚴e角Co隔ns睜id沒er隱at朵io享ns籃u嚇nd秒er傲ly竹in幸g帶th儉e循So失ci恩et膠al釘M泰ar鎮(zhèn)ke巡壽ti弟ng燒C裁on爪ce評ptSo焰ci置et簽y趣(h春um幫an鄙w亂el紡fa詢re是)Co運mp英an紛y索(p旋ro除fi笛ts跪)Co估ns倡um牛er羨s曾(w窯an悟t懲sa頂ti位sf蝦ac貍ti擔on兆)So乏ci佩et雅al悉m填ar肥ke垂ti隸ng頃c熊on抓ce將ptWo補rd控s害an旗d乖Ex禿pr首es狂si栗on冷s劑1ma復rk繡et安in切gn.市場說營銷ma腿rk盆et街in華g念ma摧na勢ge旱me貢ntn.市場所營銷腸管理ph腰il冠os界op全hyn.理念凳，哲粘理，鍛哲學im供pl刊em睬en給tvt垮.實施謀，執(zhí)掠行，沸實現(xiàn)邊，使促生效im禿pl綱em組en啦ta悠ti膊onn.實施撞，執(zhí)崇行，疾實現(xiàn)燈，ta羊rg動etn.目標袋；靶甘子vt矛.把…作為微目標彎；規(guī)跳定…的指改標；鋼瞄準ta違rg武et魔b瞞uy蕉ern.目標鋼購買貼者ta金rg禿et裕m脊ar渴ke刑tn.目標銜市場or為ga貞ni沾za渾ti活on督alad同j.組織朵的or賴ga仁ni促za掩ti焰on蹈al每o聞bj奧ec京ti豈ven.組織層目Wo揪rd晶s芬an兩d芬Ex灰pr愿es椅si是on拖s伏2co壯nd泉uc刻tvt貢.進行傘；實勞施ma榮rk跑et巖in易g敢ac與ti槍vi饑tyn.市場羞營銷剃活動pr蠟od討uc周evt勝.生產pr踐od造uc庫ti右onn.生產pr自od詢uc登tn.產品臂；結壇果；[數(shù)]乘積蜻；作燙品ma片nu套fa史ct錄ur明en.制造斗；產介品；記制造鼓業(yè)vt挪.制造姿；加砍工；黎捏造vi仁.制造ma有nu豆fa刻ct柜ur銳ern.制造閱商se以llvt或.銷售礎；推擺銷；中出賣sa餓len.銷售德；出惰售；逝拍賣變；銷邀售額蜘；廉局價出闖售Wo替rd遭s違an姨d桑Ex勇pr僑es污si丹on阻s鼻3co上nc瓜ep翁tn.觀念熔，理蜘念，資概念稠，bu戴si刊ne股ssn.生意淋；商蓮務；債企業(yè)值；事這情fi邁rmn.公司違；企編業(yè)co爬m(xù)p孔an污yn.公司娛；陪垂伴，竿同伴加；連競隊co穴rp具or鉗at貝io偵nn.公司區(qū)；法找人（誰團體講）；埋社團刺；en幕te域rp吵ri峰sen.企業(yè)紹；事吧業(yè)；述進取拍心；杠事業(yè)伐心li膀mi儲te渣d遞li雷ab仗il趨it聲y薪co售mp永an豈yn.有限尿責任或公司in違co國rp泥or閉at難ed傳c落om粒pa卻nyn.股份催有限們公司li得st軋ed果c符om孕pa嘴ny凝(=零pu閘bl回ic駱c媽om錯pa匆ny尺)n.上市縱公司so零le漫p碰ro型pr廁ie春to參rs勉hi結p巾en丑te乒rp靜ri清sen.個人飯獨資駁企業(yè)pa敘rt渠ne坦rs頁hi摸p往En霞te趕rp第ri商sen.合伙蒼企業(yè)in倍di萍vi罵du沃al澆b輔us罰in迅es攜sn.個體融工商朝戶Wo源rd振s茅an嫌d靜Ex絕pr哪es掏si霧on志s友4-o馳ri謙en侄te舉d加在弓名詞纏后構席成形論容詞匠的后哨綴，享表示“以…為方故向的將”，泰“以…為目耐標的介”；“以…為導篩向的假”。pr洗od服uc跪ti貍on湊-o竭ri貸en翅t(yī)e臥dad通j.以生跡產為鵝導向系的ef燭fi諸ci踏en圓tl賤yad坐v.效率抽高地ef馳fi裂ci燒en艘cyn.效率京，效壟率性ef述fe競ct耳iv尋el雅yad瀉v.有效笛地；ef錯fe蚊ct窗iv憑en招es負sn.有效趕，有揪效性di瀉st鋒ri啄bu恭ti餅onn.分布紀；分鑰配；偵派發(fā)de鈴ma笛ndvt箏.要求弊；需珍要vi掘.需要塌；請厲求n.偷[經]需求Wo述rd皂s習an賤d跌Ex籮pr莊es崇si搶on攪s閥5su鑒pp島lyn.粱[經]供給功，補奔給；論供應蜘品vt胃.供給駝，提叫供；餅補充vi躲.供給息；替摩代pr磨od更uc傭ti門vi回tyn.生產守效率歪；生說產能稈力op迷er油at儀io雷nn.操作跡；經培營；[醫(yī)]手術遞；[數(shù)]運算ru坡n浴a駁ri朽sk奶o趟f…v.冒著…的危繩險fo唉cu伏s良on叔…v.將注漲意力顯集中仁于…co菜ns袍um搜ern.消費霧者co宜ns榆um炎pt粒io開nn.消費cu血st圣om浪ern.顧客茄，客孔戶fa標vo然rvt治.贊成句；喜袖歡；n.喜愛跌；歡進心；齒好感Wo垃rd扭s服an股d近Ex藏pr調es籃si迫on輪s雞6of芹fe祥rvt謊.提供早；n.提供跌；出搏價；叮錄取床通知閉書vi釋.提供舍；出冷價qu鋒al禁it長yn.質量驗；品糟質；匹特性裕；才側能pe黎rf子or繭ma桃nc汪en.性能填；績給效；聲表演瞇；in法no淋va儉ti伙vead傲j.革新漁的，籃創(chuàng)新哨的fe柔at狡ur智en.特色拳，特搶征；宿容貌響；特駕寫或塵專題南節(jié)目ma石rk毒et蒜in污g嬸my準op表ian.營銷箏近視姓，經吉營短凳視癥le炮ad否t刷o嘩…v.導致…(約=它re威su獸lt蝴i奶n…勵)；通妖向…un榴de絮rt會ak叔evt務.承擔士，從蔑事pr陡om晌ot括io鑄nn.提升搏，晉絕升；辯推銷違，促虧銷；梨促進ov斥er宣ca詢pa磚ci版tyn.生產制能力敘過剩Wo縫rd亭s隸an逗d休Ex處pr狹es拜si山on瘋s煤7sa繁ti腔sf舟yvt弓.使?jié)M菊足，青使?jié)M功意，倦使高級興sa脖ti持sf登ac榆ti本onn.滿意箱，滿膜足co騰mp寸et睬it杯orn.競爭遇對手co坐mp哀et隸it模io它nn.競爭co氏mp晉et都it耍iv雞ead扭j.競爭頂?shù)?；襯比賽陣的；饅求勝萍心切破的Pr溫of帖itn.利潤pr矩of千it溫ab宋lead貫j.有利趕可圖撿的；久賺錢統(tǒng)的；洋有益極的pr虹of翠it繼ab掌il聽it嗽yn.贏利賭能力抖；收置益性陸；利巷益率sa貿le箏s緞vo趣lu腸men.銷售枝量cu戰(zhàn)st災om股er累n利ee震dsn.顧客滑需求嚇，消吉費者化需求in紫te叉gr紅at階evt相.使…成整妨體in肥te劫gr的at雜edad浸j.綜合穴的；市完整蒜的；憐互相絲式協(xié)調弱的Wo向rd磚s泉an電d哨Ex息pr湯es茂si叉on螞s鏟8ta疼il易orn.裁縫vt歷.剪裁烘；使久合適ta您il古or拉edad謙j.定做毀的；血裁縫逝做的醋；剪益裁講盜究的pr錦og柔ra愁mn.程序悟；計肅劃；芒大綱ma染rk寸et圓ern.從事苗市場低營銷僵的人娛員in燙ex瀉pe肉ns斗iv港en.不貴候的，析便宜淹的（=c明he雖ap）de箭al憲ern.經銷祖商de暑pa鬼