What is Marketing

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what is marketing

4 目标市场 S2：目标市场是企业希望通过产品或服务满足的现有和潜在的消费者群体。目标市场选择 choose a target market 目标市场细分 target market segment 目标市场定位 target market position
5 工业品市场 p94

Convenience goods： Bought frequently ，short notice and by habit 经常性购买，瞬间需求，经常是习惯性购买； Gum，milk ，tissue Shopping goods： Purchased by taking serious comparison and study 购买前认真比较和研究； Appliance and car，pc

Form utility ：形式效用 Result from converting the raw materials to finished product by production 。通过生产把原材料转化为成品 creat 例如：laundry detergent 洗涤剂

Chapter 9 Marketing P97/98 economic terms

1.corporation 公司 Corporate (corp.) Company (co. ,ltd) 2. Decmate数字设备有限公司合作伙伴 DEC 数字设备公司美国DEC公司美国数字设备公司 Digital Equipment Corporation，简称 DEC。1998年1月DEC公司被康柏以96亿美元的价格收购，2001年惠普康柏合并,2014年惠普分拆。

Unit_1_What_is_marketing

Needs, wants and consumers
Many basic needs can be satisfied by basic low-cost products Most people do not want basic low-cost products People usually want more than they need, better than they and their peers have and the same as social trendsetters The wide range of consumer wants creates market space for product differentiation with prices ranging from low to high
Basic human needs
People have different several basic types of needs e.g. survival/subsistence (food, sleep, warmth etc.), social (friendship, love, etc.) We have to satisfy our basic needs if we are to survive and ‘grow’ There is a small number of basic needs but history and our own lives show that they can be very difficult to satisfy Subsistence and protection Affection, understanding and participation Recreation and creation Identity and freedom

Lesson 1_Defining marketing and the marketing process

1
experiences offered to a market to satisfy a need or want Market Myopia refers to the mistake of paying more attention to the specific products a company offering than to the benefits and experiences produced by these products
Five-step Model of the Marketing Process: 1) Understand the marketplace and customer needs and wants 2) Design a customer-driven marketing strategy 3) Construct an integrated marketing program that delivers superior value 4) Build profitable relationships and create customer delight
1.32 Choosing a Value Proposition Decide: how it will serve targeted customers how it will differentiate and position A company’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs
1.22 Market Offerings – Products, Services, and Experiences (☆things that can satisfy customers’ needs & wants☆) Customers’ needs and wants are fulfilled through a market offering Market offering refers to some combination of products, services, information, or

chap.16 what is marketing

What is Marketing
What is Marketing
• Definition • Marketing concept • Marketing & Utility • Target market
Definition
• Defi.1: • The performance of business activities that direct the flow of goods and services from producer to consumer or user. (AMA)
Marketing & Utility
• Marketing and utility: The concept of utility ( the usefulness of products ) is at the heart of marketing activities. A product has 4 utilities:
form utility place utility time utility ownership utility
Marketing & Utility
• Form utility is the usefulness of a product that results from converting raw materials and other inputs into a finished (or more nearly finished) product. Form utility is created by production.
Before producing a product, the key questions were: • Can we sell the product? • Can we charge enough for it?

Chapter 1 市场营销题库

1 - 11
SJTU
Value and satisfaction
Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction depends on how well the product’s perceived performance lives up to the customer’s expectations.
•
Creating, delivering and communicating superior customer value is key.
•
Marketing management involves managing demand, which in turn involves managing customer relationships.
1-6
SJTU
Needs, wants, and demands
Marketing involves satisfying customer needs. Needs describe basic human requirements. Human needs are states of felt deprivation. Humans have many complex needs. Maslow’s hierarchy of needs theory
1-7
SJTU
selfactualization needs

MKT1

1. Understanding the Marketplace and Customer Needs
Core Concepts
Market offerings
What will satisfy consumer’s needs and wants? Market offerings 市场供应品
Combination of products, services, information or experiences offered to a market to satisfy a need or want May include products, services and experiences Marketing myopia
Focusing only on existing wants and losing sight of underlying consumer needs
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Core Concepts
How do consumers choose among products and services? Value 价值
Topics
Chapter 1
Marketing: Managing Profitable Customer Relationships
What is marketing? 5 steps in the marketing process
Objectives
Define marketing and outline the steps in the marketing process. Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. Identify the key elements of a customer-drive marketing strategy and discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return.

Marketing(英文版)

Demand-
Human wants that are backed by buying power。
Product-
Anything that can be offered to a market for Attention ，acquisition，use or consumption And that may satisfy a need or want。
Marketing management-
The analysis ,planning,implementation and control of programs designed to create,build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
Marketing
CAUC Management College
Chapter One
An introduction to Marketing
1、1 What is marketing？
It is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others。
1、2 marketing management philosophies
1、the production concept
The philosophy that consumers favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency。

what is marketing？

Introduction⏹Marketing is essentially about ‘finding and satisfying’customers.Management need to be ‘customer-focused’ if the business wants to survive.The revenue must be earned from the sale of goods and services to pay for the operating costs of the business.⏹Marketing objectives focus business managers on achieving key targets suchas sales levels, market share and increased competitiveness. These objectives can be met by selling more products to existing customers, entering new markets or developing new products.⏹Marketing managers can use price, promotion or method of selling productsas tools to analyze markets and adapt the products they are selling. Through this way, they can attract more customers and sales away from competitors. Learning outcomes⏹Understand what marketing is and the role of marketing in modern societies1)Definition of marketing:→The management process responsible for identifying, anticipating and satisfying consumers’ requirements profitably→Getting the right product at the right price to the right place at the right time→The process of planning and undertaking the conception, pricing, promotion and distribution of goods and services to create andmaintain relationships that will satisfy individual and organizationalobjectives2)Management functions involved in marketing→Market research, product design, pricing, advertising, distribution, customer service and packaging→Marketing activities are all those associated with identifying the particular wants and needs of target-market customers and thentrying to satisfy those customers better than competitors do. [marketresearch is needed to identify and analyze customer needs; strategicdecisions must then be taken about product design, pricing,promotion and distribution]3)Some related concepts:→Markets: * place or mechanism where buyers and sellers meet to engage in exchange * the group of consumers that is interested in aproduct, has the resources to purchase the product and is permittedby law to purchase it→Human needs and wants: basic and certain (individual) requirements;many marketing managers believe that it is their aim to converthuman needs into wants by very persuasive product imagery throughadvertising→Value and satisfaction: * value: a consumer will consider a product to be of good value if it provides satisfaction at what is thought to be areasonable price * to maintain good long-term customer relations,businesses should aim to offer good value, and hence satisfaction, atall times⏹Analyze the relationship between marketing, corporate objectives and otherfunctional departments1)Marketing objectives and corporate objectives→Marketing objectives: the goals get for the marketing department to help the business achieve its overall objectives→Marketing strategy: long-term plan established for achieving marketing objectives→The long-term objectives of the company will have a significant impact on the marketing objectives and marketing strategy adopted →*A business with short-term profit target: focus on maximizing sales at the highest prices possible*A business with long-term objectives, adopt a ‘social marketing’approach: consider not only the demands of consumers but also theeffects on all members of the public involved in some way whenfirms meet these demands (balance company profits, customerwants and society’s interests, consider long-term welfare, sociallyresponsible can be a competitive advantage and leads to uniqueselling point)→To be effective, marketing objectives should: * fit in with the overall aims and mission of the business * be determined by seniormanagement * be realistic, motivating, achievable, measurable andclearly communicated to all department in the organization2)Coordination of marketing with other departments: central role⏹Recognize the difference between market orientation and productorientation→Market orientation/ market led: an outward-looking approach basing product decisions on consumer demand, as established by marketresearch => gives a business customer focus (expensive to satisfyeveryone’s needs; do everything and do nothing particularly well)✧Requires market research and market analysis to indicate presentand future consumer demand✧The benefits: * if effective market research has been done first,the chances of newly developed products failing in the marketare much reduced *if the consumer needs are satisfied, they arelikely to survive longer and make higher profits *constantfeedback→Product orientation/ product led: an inward-looking approach that focuses on making products that can be made and try to sell them✧The reasons that exists: *concentrate efforts on efficientlyproducing high-quality goods *believe that they can findconsumers to purchase them→Third way: asset-led marketing: an approach to marketing that bases strategy on the firm’s existing strengths and assets instead of purelyon what the customer wants (also do market research, consider itsstrengths and make products)⏹Assess the main features of markets, such as growth, share and competitors1)Location: bigger market means bigger potential, to international marketcan be a big strategic step as many aspects have to change2)Size: the total level of all producers within a market→Importance: *to judge whether the market is worth to enter *calculate the market share *indentify growth or decline of themarket3)Growth: the percentage change in the total size of a market over aperiod of time4)Share: the percentage of sales in the total market sold by one business→Market share = firm’s sales in time period/ total market sales in time period *100→Brand leader (high market share):*higher sales higher profits *retailers stock and promote the best-selling brand, given the mostprominent position in shop *a lower discount rate *advertising,people buy most popular brands→Tips: a firm’s share can fall even its sales are rising, if the total market sales are increasing at a faster rate than one firm’s sales5)Competitors→Direct competitor: businesses that provide the same or very similar goods or services→Indirect competitors: in different sectors of the same market or in apparently different marketsADDITION:Distinguish between marketing and advertising⏹Advertising is a part of promotion, promotion is a part of the marketing⏹There are a variety of different types of advertising including: information,persuasive, corporate, and reassuring. These different types of advertising are all different possible tools available to companies to help them to promote their products. Promotion itself is just one part of the marketing mix, alongside price, place and product. So marketing is a much larger, widerarea than advertising alone.Why is marketing described as a continuous process?⏹ A key part of marketing is being aware of customers’ needs and wants. Aspeople’s needs and wants are constantly changing and evolving, companies must continuously monitor and review the situation, so that they can keep up-to-date with the latest trends in consumers’needs and desires. A company’s competitors are also constantly changing their activities and these also need constant marketing. So marketing is an ongoing process, not something that simply happens once and then stops.What factors have made marketing so important in today’s business environment?⇨Answer: marketing has risen in the modern day due to some of the following factors:⏹Rising standards of living (rising incomes, more affluent consumers)⏹Individualism (e.g. successful career people want different goods whichidentify them as being different from others)⏹People want status (they want to look good and feel important, buyingluxury items and branded products like Rolex watches, Prada bags, and Armani clothes)⏹There s more competition, which forces companies to have to analyze themarket and their position more and more carefully⏹The rapid improvements in technologies present many new opportunitiesfor companies to be innovative and different to their competitors, letting them connect with or sell to their customer in different waysWhy might product orientation still be important today?⏹The internationalization of business and the globalization of many marketsmean that companies have the opportunity to make just one product and sell it to the whole world. Although not all customers in the market will be attracted to their product, they can offer it to so many (by using the technique of ‘mass marketing’) that they may still be able to sell enough products in order to be profitable. OneWhat are the main advantages and disadvantages of market-oriented approach?⏹ Advantages-Respond quickly to changes in the market.-Less risk when launching a new product-Can fend off new competition entering the market.⏹Disadvantages-Difficult to keep up with changing customer needs-Problems with finding the right focus –one that matches the businessesobjectives and resources to market opportunities. Why might a market orientated approach be unsuccessful? What is the difference between mass marketing and target Explain the integrative function of marketing。

unit 1 营销英语

[T ]
[ F ] 5. There is no need for accountants to market their services to consumers.
Section II Text Study
Exercise 2 Match the words in the table below with their correct Chinese equivalents.
(become) health oriented.
Section II Text Study
Text B
Selling Shoes to Islanders
Nobody wore shoes on a Pacific island. A salesman found this when he arrived there. “ They do not need shoes. There is no market here, ” he thought, and then he left the island. Another salesman came. “Fantastic!” he thought, “If the islanders (岛上居民) know the benefits of shoes, it is definitely a big market here.” He did some field research and drew two conclusions from it. First, it was humid and hot on the island. Second, the islanders weren’t accustomed to (不习惯于) wearing shoes.

市场营销部分复习要点

Concept Check
1. What is marketing?
A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
A mission is a statement of the organization’s scope, often identifying its customers, markets, products, technology, and values. It often has an inspirational theme. In contrast, a culture is a system of shared values, attitudes and behaviours that distinguish the organization from others.
Concept Check
2. What are the two key characteristics of the marketing concept? A: An organization should (1)
strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals.
They are important because exploiting these competencies can lead to the

950929 行销管理讲义-- NTHU-What is marketing

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科特勒教授是現代行銷的世界重要權威之一。目前擔任美國西北大學 (Northwestern University) 凱洛格（Kellogg）管理學院的國際行銷學名譽教授。他曾著有二十本著作，包括全世界企管碩士課程最被廣泛使用的行銷學教科書《行銷管理》（ Marketing Management ）。目前並擔任多家消費品企業、一般商業、服務業和財務市場等大型企業的顧問。科特勒不斷引領行銷學進入嶄新的領域，他的名字幾乎已經和「行銷學」劃上等號，他在推廣和普及行銷知識上的貢獻無人能出其右，可說是對當代行銷思潮最有影響力的一個人。
345来自 3To be acquainted with “Marketing”
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Subject-1 : 21世紀新經濟與行銷
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行銷大師科特勒 (Kotler) 說：今日主要的經濟問題，便是全球的大部分產業都面臨了產能過剩的窘境。現在，問題不是出在供應面，而是需求面，過多的商品搶破頭，要爭取過少顧客的青睞。同時間，全球化、資訊科技、網際網路所帶來的市場變化與革命性衝擊，更需要企業對市場範圍與定位，做出更明確的界定。
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Marketing is the art of finding, developing, and profiting from opportunities Objective: Marketing is to create market “pulls” product/service. for your
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“Marketing is everyone’s job, marketing is everything, and everything is marketing” - Regis MacKenna Marketing is to create and promote values, not features. (LV) Marketing is about perception in the mind of the customers. (Mcdonald’s Starbucks Coffee) Marketing is as important to intangible products/services as it is to tangible products (7-11)

【商务英语】市场营销大纲(中英)

MarketingWhat Is Marketing? 什么是市场营销The Marketing Concept 市场营销观念The Marketing Mix (The 4P’s) 市场营销组合The Product Life Cycle 产品生命周期Understanding Buyer Behavior 理解消费者行为Marketing Research 市场营销调研Market Segmentation 市场细分What Is Marketing?the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。

Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customersThree ConceptsThe 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Prevailed from the time of the industrial revolution until the early 1920’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 推销观念Recognized that personal selling and advertising were important selling methods.Placed emphasis on advertising products, expecting salespeople to contact customers and take their orders.The Marketing ConceptThe Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition.Focus on customer needs before developing the productAligning all functions of the company to focus on those needsRealizing a profit by successfully satisfying customer needs over the long-term.The Marketing Mix 市场营销组合The 4P’s of MarketingMarketing { Product Price Place Promotion }1.Product 产品A good is a physical object that can be purchased.e.g. a radio, a house, a carA service is an action or activity done for others for a fee.e.g. Lawyers, taxi drivers perform services.Product refers to both goods and services.Consumer products are produced for and purchased by households for their use.Industrial products are sold primarily for use in producing other products.2. PricePrice refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.a. cover any overheads (企业经常性费用）b. compete with rival companiesc. charge a price customers are willing to buyLoss Leader Pricing(亏本出售商品）involves lowering prices on a number of key products in order to attract a customer to purchase the products.Penetration Pricing (渗透定价法）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）means the charging of relatively high prices that take advantage of early custom ers’ 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Place / Distribution refers to how you will sell your products to your customers.For a producer, the method of distribution is extremely important as it could affect how their product is received and how it sells.The forms of Place / Distribution1）Direct supply / sale selling direct to your customer2）Direct to retailer4. Promotion 促销To make your customers aware that your products exist, you may use:1.Personal selling(人员销售）: personal communication of information to persuade aprospective customer to buy something2.Advertising: television, magazine, Internet, radio, video, posters, cinema, catalogue,direct mail and so on.3.Sales promotion（销售促销）:coupons（赠券）, rebates（价格折扣）, premiums（赠品）, bonus packs（加量不加价）,money-off-promotions（降价销售）4.Publicity（宣传）：public relationsThe Product Life Cycle 产品生命周期Product always go through what is known as a life cycle.Introduction Phase 引入期Growth Phase 成长期Maturity Phase 成熟期Decline Phase 衰退期Introduction Phase 引入期The primary goal is to establish a market and build primary demand for the product class.Product: one or few products, relatively undifferentiated.Price:a. skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly.b. In some cases a penetration pricing strategy is used and prices are set low to gain market share rapidly.Distribution:Distribution is selective and scattered as the firm commences implementation of the distribution plan.Promotion:Promotion is aimed at building brand awareness and getting potential resellers to carry the product.Growth Phase 成长期A period of rapid revenue growth. During the growth phase, the goal is to gain consumers’preference and increase sales.Product:New product features and packaging options; improvement of product quality.Price:Maintaining at a high level if demand is high, or reducing to capture additional customers.Distribution:Distribution becomes more intensive. Trade discounts are minimal if the resellers show a strong interest in the products.PromotionIncreasing advertising to build brand preference.Maturity Phase 成熟期The maturity phase is the most profitable. Sales continue to increase. Brand awareness is strong.If product is one of the competing products, sales promotions may be offered toencourage retailers to give the product more shelf space over competing products.The primary goal is to maintain market share and extend the product life cycle.Product:Modifications are made and features are added in order to differentiate the product from competing products that may have been introduced.Price:Possible price reduction in response to competition while avoiding a price war.Distribution:New distribution channels and incentives to resellers in order to avoid losing shelf space.Promotion:Emphasis on differentiation and building of brand loyalty. Incentive to get competitors’ customers to switch to your advantage.Decline Phase 衰退期Products sales or interest might dropped.Three options:1.Maintain the product in hopes that competitors will exit.2.Harvest it, reducing marketing support and coasting along until no more profit canbe made.3.Discontinue the product when no more profit can be made or there is a successorproduct.Product:The number of products in the product line may be reduced.Price:Prices may be lowered to liquidate(清算）inventory of discontinued products. Prices may be maintained for continued products serving a niche market（瞄准机会市场）.Distribution:Distribution becomes more selective. Channels that no longer are profitable are phased out(逐步淘汰）.Promotion:Expenditures are lower and aimed at reinforcing the brand image for continued products Limitations of the Product Life Cycle Concept 产品生命周期的局限性The life cycle concept is not well-suited for the forecasting of product sales.The life cycle may become self-fulfilling.Consumer Buying Behavior 消费者购买行为The actions and decisions of individuals who purchase products for personal use constitute consumer buying behavior.The Consumer Buying ProcessNeed recognition—Search—Evaluation of alternatives—Purchase decision—After-purchase evaluationSeveral factors affect the buying decision of consumers.Social factors: family members , peersPsychological factors: attitude, personalityPersonal characteristics: age, educationSpecific conditions:Industrial Buying Behavior 企业购买行为The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-profit groups is referred to as industrial buying behavior.Marketing Research 市场营销调研Marketing research is the process of systematically gathering, analyzing and interpreting data pertaining to the company’s market, customers and competitors, with the goal of improving marketing decisions.The Research ProcessForming the research questionResearch designData collection: secondary data, primary dataData analysisChoosing the best solutionMarket Segmentation 市场细分The division of a market into different homogeneous group of consumers.Mass marketing(大量营销）Target marketing（目标营销）Requirements of Market Segments 市场细分的要求Identifiable:The differentiating attributes of the segments must be measurable so that they can be identified.Accessible:The segments must be reachable through communication and distribution channels.Substantial:The segments should be sufficiently large to justify the resources required to target them.Unique needs:To justify separate offerings, the segments must respond differently to the different marketing mixes.Durable:The segments should be relatively stable to minimize the cost of frequent changes.Segmentation Bases 细分依据Geographic segmentation bases(地理因素）: e.g. city, state, region.Demographic segmentation bases（人口因素）:e.g. age, income, education, occupation, sex, race, social class.Psychographic segmentation bases（消费心理因素）:e. g. attitudes, personality, opinions, lifestyles, interests, motives.Behaviouralistic segmentation（消费行为因素）:Based on actual customer behavior toward products.ExercisesDefine the following terms and then translate them into Chinese.1.Marketing Market Concept Good, service, product2.Consumer product Industrial product Loss leader pricing3.Penetration pricing Price skimming Differential pricing4.Distribution Direct sale Promotion Publicity5.Product life cycle Consumer buying behavior6.Industrial buying behavior Marketing research Market segmentation。

商务英语unit4 Marketing

Could you define the following concepts?
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts
Target marketing is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
Selling Co buy products only if the company promotes/ sells these product
Marketing Concept
Societal Marketing Concept
• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
Marketing mix is the set of controllable tactical marketing tools
Introduction of Xiaomi
• privately owned Chinese electronics company
• headquartered in Beijing China.
Marketing Management
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”

What is Marketing

• (6)retail stores, direct mail marketing, and wholesaling • (7) increase sales of an existing product • (8) introduce new products
The Key to E-marketing Success
Price
Overall level Range Relationship with quality Emphasis to place Reaction to competitors’ prices When to advertise prices How prices are computed
Some businesses owe much of their success to this marketing technique, a notable example being Amazon launched its associate program in July 1996: Amazon associates could place banner（横幅广告） or text links on their site for individual books, or link directly to the Amazon home page. When visitors clicked from the associate's website through to Amazon and purchased a book, the associate received a commission. Amazon was not the first merchant to offer an affiliate program, but its program was the first to become widely known and serve as a model for subsequent programs. Affiliate marketing has grown quickly since its inception(开始）.

商务英语unit4 Marketing

Attracting, retaining and growing customers Building customer relationships and customer equity
Key concepts:
Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
Key concepts:
CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing Байду номын сангаасanagement
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.

市场营销英语课前演讲whatismarketing

市场营销英语课前演讲whatismarketingWhat is Marketing？Ladies and gentlemen,I'm very glad to stand here and give you a short speech.Today my topic is"what is marketing".First,I want to ask you a question:What does the item "marketing" mean?most people mistakenly think of marketing only as selling and promotion.Peter Drunker, a leading management thinker, put it this way: "The aim of marketing is to make se lling superfluous. The aim is to know and understand the customer so well that the product or serv ice fits him and sells itself."This does not mean that selling and promotion are unimportant, but rather that they are part of a la rger "marketing mix"', a set of marketing tool that work together to affect the marketplace.The most basic concept underlying marketing is that of human needs. A human need is a state of f elt deprivation in a person.A second basic concept in marketing is that of human wants, which are the form human needs take as shaped by culture and individual personality. Wants are described in terms of objects that will s atisfy a deed. As a society evictees the want of its members expand. Sellers often confuse wants an d deeds. These sellers suffer from "marketing myopia." They concentrate so much on their product s that they focus only on existing wants and lose sight of underlying customer needs.The concept of product is not limited to physical objects. Anything capable of satisfying a need or want can be called a product. Thus we return to our definition of marketing as aprocess by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.Although we normally think of marketing as being carried on by sellers, buyers also carry on mark eting activities. Consumers do " marketing" when they search for the goods they need at prices the y can afford. In a seller's market, sellers have more power and buyers have to be themore active " marketers. " In a buyer's market, buyers have more power and sellers have to be more active "mar keters."Thank you for listening,that's all.。

市场营销英语课前演讲whatismarketing

市场营销英语课前演讲whatismarketing第一篇：市场营销英语课前演讲what is marketingWhat is Marketing？Ladies and gentlemen,I'm very glad to stand here and give you a short speech.Today my topic is“what is marketing”.First,I want to ask you a question:What does the item “marketing” mean?most people mistakenly think of marketing only as selling and promotion.Peter Drunker, a leading management thinker, put it this way: “The aim of marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or service fits him and sells itself.”This does not mean that selling and promotion are unimportant, but rather that they are part of a larger “marketing mix”', a set of marketing tool that work together to affect the marketplace.The most basic concept underlying marketing is that of human needs.A human need is a state of felt deprivation in a person.A second basic concept in marketing is that of human wants, which are the form human needs take as shaped by culture and individual personality.Wants are described in terms of objects that will satisfy a deed.As a society evictees the want of its members expand.Sellers often confuse wants and deeds.These sellers suffer from “marketing myopia.” They concentrate so much on their products that they focus only on existing wants and lose sight of underlying customer needs.The concept of product is not limited to physical objects.Anything capable of satisfying a need or want can be called a product.Thus we return to our definition of marketing as a process by which individuals and groups obtain what they need and want through creating and exchanging products and value withothers.Although we normally think of marketing as being carried on by sellers, buyers also carry on marketing activities.Consumers do “ marketing” when they search for the goods they need at prices they can afford.In a seller's market, sellers have more power and buyers have to be themore active “marketers.” In a buye r's market, buyers have more power and sellers have to be more active “marketers.”Thank you for listening,that's all.第二篇：英语课前演讲党宏宇 130451 力学132 盖德雨 130453 力学1322014.5.21The relationship We all have relationships.We have relatives, colleagues, neighbors and probably some friends.However, for a large percentage of us, many of these relationships are simply not fulfilling.They are unfulfilling because they lack real strength;and they lack real strength because they lack real depth.Unfortunately, in today’s society, we tend to have shallow, superficial relationships with others, and it’s extremely hard for this kind of relationships to provide anything more than faint satisfaction.We want to talk about some tips to make your social life a whole lot more meaningful 1.Meet More people If you don’t know a lot of people and you barely meet one or two new people every season of the year, considering the variety of individuals out there, you won’t meet very often people who are a good match with you in terms of personality, interests and values.Conversely, if you go out a lot, you meet a lot of new people and you constantly expand your social circle, you’re much more likely to meet people you match up well with, and these people have a tremendous potential to become good friends, reliable partners, etc.This is why it’s important to meetmore people.2.Express Vulnerability Many people try to come off as perfect.They don’t talk about their failures, they hide their shortcomings and they never say anything that could embarrass them.This is all just a facade though.You may appear perfect to some, but you know you’re not perfect and they know that too.You’re only human and humans have flaws.Humans connect with other humans, not with ideals.Keep this in mind and don’t be a fraid to let your vulnerability and your humanity show.This is what takes a relationship to the next level.3.Have Integrity Be honest with the people around you, even when this will initially hurt them.It’s more important for them to trust you than to not feel hurt.And always do what you promised.Even better, think twice before you promise anything, and 党宏宇 130451 力学132 盖德雨 130453 力学1322014.5.21 only promise what you really can and you are willing to do.4.Be There For Others Of course, you can’t be there for everybody, all the time.Your time, energy and other resources are limited.But what you can do is identify the genuinely important people in your life and then seek to be there as much as possible, at least for them.With the right mindset and the right behavior, you can strengthen a wide range of relationships in your life and advance them as far as they can be advanced.Vocabulary faint adj.模糊的，软弱的vi.头晕，消失n.昏倒 shallow facade mindset Question 1.Do you think you are powerless in make new friends?2.Do you have other way to improve interpersonal relationships? adj.表面的n.脆弱性 n.表象 n.心态 vulnerability第三篇：英语课前演讲Hello everyone!Today, my topic is environmental pollution.And the topic focuses on water pollution and air pollution.The contents of my topic include………….Ok first, let’s see the ……..from the picture we can know the water pollution is more severe in the eastern area, especially in the coastal area.Air pollution.This is the picture about the water quality.According to the picture, 33.3% is Inferior to level 3Particulate matterPM2.5 concentration distributionSerious pollution 严重污染hazy weather第四篇：英语课前演讲 90后开始Post90s”---Decade of a New GenerationGood morning everyone,I am very happy to have this chance to give my presentation.The topic of my speech is post 90s 大家早上好，我有这个机会演讲表示非常高兴。

市场营销中的关键因素keyconceptsinmarketing

Customer Relationship Management
Marketing Management Process
Situation Analysis
Economic environment
State of macro-economy and changes in it also bring marketing opportunities and constraints
The set of all actual and potential buyers of a product or service.
Marketplace – physical, as when one goes shopping in a store
Marketspace – is digital, as when one goes shopping on the internet
RESOURCES
Economy
RESOURCES
MONEY
RESOURCE MARKETS
MONEY
TAXES & GOODS
SERVICES & MONEY
MANUFACTURER MARKETS
GOVERNMENT S&M MARKETS
SERVICES
CONSUMER MARKETS TAXES
Relationship Marketing
The process of creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders.
MARKET

What is Marketing

市场的概念 What is Marketing?
市场的概念
• 市场是买卖双方进行商品交换的场所:一般人看法 • 市场是商品交换关系的总和:经济学角度 • 市场是现实和潜在的购买者:营销学角度
市场的三要素
• 人口 • 购买力 • 购买欲望 A market= people with needs and/or
• 企业通过各种营销策略的组合来实现自己的目标
What Business are you in?
• We make movies VS We make entertainment • In the factory we make cosmetics VS we make a communication system • We make air conditioners VS we provide a comfortable climate at home
营销观念的新发展
• 竞争营销观念 Competition marketing concept • 大市场营销观念 Megamarketing concept • 关系营销观念 Relation marketing concept • 生态学营销观念 Ecology marketing conce• • • 生产观念 (production concept) 产品观念 (Product concept) 推销观念 (Selling concept) 市场营销观念 (Marketing concept)
营销观念的基本特征
• 企业以消费者需求为中心 • 企业注重长远的发展和战略目标的实现
Definition of Marketing
• Marketing is a total system of business activities designed to plan, price, promote and distribute wantsatisfying goods and services to present and potential customers.

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