c_Chapter_13 IMC Sales Promotion and Personal Selling

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principles of marketing

Principles of MarketingMarketing is a broad field that involves various activities aimed at promoting products or services to consumers. To achieve success in marketing, it is essential to understand and apply the key principles that guide effective marketing strategies. In this document, we will discuss the fundamental principles of marketing and how they can be applied to drive business growth.1. Customer OrientationOne of the primary principles of marketing is customer orientation. This principle emphasizes the importance of understanding and meeting customer needs and wants. Successful marketers strive to create products or services that provide value to customers and address their specific preferences and desires. By focusing on the customer, businesses can build strong relationships, increase customer loyalty, and ultimately drive sales.2. Segmentation, Targeting, and PositioningAnother crucial principle in marketing is segmentation, targeting, and positioning (STP). The market is diverse, and targeting all consumers with a single marketing strategy may not be effective. Therefore, marketers use segmentation to divide the market into distinct groups based on demographics, psychographics, or behavior.After segmenting the market, marketers select specific target segments that align with their business goals andcapabilities. Once the target audience is identified, positioning comes into play. Positioning involves creating a unique and compelling brand image in the minds of consumers, differentiating the product or service from competitors. By leveraging STP, marketers can develop tailored marketing campaigns that resonate with the target audience, leading to higher engagement and conversion rates.3. Marketing MixThe marketing mix is a set of core elements that marketers manipulate to achieve their objectives. It consists of the four Ps: Product, Price, Place, and Promotion. These elements work together to create a comprehensive marketing strategy.•Product: This element focuses on developing and offering products or services that meet customer needs. It includes product design, features, packaging, quality, andbranding.•Price: The price element involves determining the optimal pricing strategy for a product or service. It takesinto consideration factors such as production costs,competitor pricing, and perceived value by customers.•Place: This element refers to the distribution and availability of the product or service. It involves selectingappropriate distribution channels and ensuring that theproduct is accessible to the target audience.•Promotion: Promotion encompasses all activities that communicate and promote the product or service tothe target audience. It includes advertising, public relations, sales promotions, and direct marketing.By carefully managing the marketing mix, businesses can create a compelling offering that attracts customers and drives sales.4. Integrated Marketing CommunicationIntegrated Marketing Communication (IMC) is the concept of coordinating all marketing communication efforts to deliver a consistent and unified message. This principle recognizes that customers receive information through various channels, and consistency across these channels is crucial for effective marketing.IMC involves integrating different communication tools, such as advertising, public relations, sales promotions, and direct marketing, to create a seamless and synchronized message. By coordinating these efforts, businesses can reinforce their message, enhance brand awareness, and establish a strong brand identity in the minds of consumers.5. Continuous Monitoring and AdaptationMarketing is not a one-time effort but an ongoing process that requires continuous monitoring and adaptation. Successful marketers regularly track key performance indicators, market trends, and customer feedback to evaluate the effectiveness of their strategies. They are also prepared to make necessary adjustments to their marketing plans to stay relevant and meet changing consumer demands.Continuous monitoring enables businesses to identify opportunities, identify potential pitfalls, and optimize their marketing efforts in real-time. By staying agile and responsive, marketers can maintain a competitive edge, improve customer satisfaction, and drive long-term business growth.In conclusion, these principles of marketing provide a foundation for creating effective marketing strategies. By putting the customer at the center, segmenting the market, leveraging the marketing mix, implementing integrated marketing communication, and continuously monitoring and adapting, businesses can effectively promote their products or services, engage their target audience, and achieve their marketing objectives.。

整合营销传播战略

一、整合营销沟通（IMC）（Integrated Marketing Communication）以消费者为核心重视企业行为和市场行为，综合协调地使用各种形式的传播方式以统一的目标形式的传播方式，以统一的目标和统一的传播形象、传播一致的产品信息，实现与消费者的双向沟通，更有效地达到传播和行销的目的。

企业营销目企业营销目标标各种营销手段和工具各种营销手段和工具整合营销过程二、整合营销中的4C观念1、IMC是面向顾客需要和欲望的沟通产品（P roduct）顾客（C ustomer）价格（P rice）分销（P lace）促销（P romotion）成本（C ost）方便性（C onvenience）沟通（C ommunication）2、IMC是营销沟通连续过程的整合产品设计配销广告直效营销事件营销顾客购买包装定价店内促销顾客服务/售后服务营销沟通的连续流程3、IMC是多种营销沟通媒体的整合营销沟通的运作4、IMC是企业与顾客之间信息的双向沟通滞后反馈：大众传播时代实时反馈I t t 实时反馈：Internet 时代关系营销：整合营销沟通的目标三、营销沟通组合1、广告(advertising )2、销售推广（Sales Promotion）3、公共关系（Public Relations）4、人员销售（Personal Selling）5、直复（效）营销（Direct Marketing)促销组合又称营销信息沟通组合企业消费者口头传播公众中间商广告营业推广公共关系人员推销广告营业推广公共关系人员推销发送者接收者传播编码译码信息传播的过程和要素反应反馈噪音四、信息传播的特点选择性注意选择性记忆选择性理解五、有效传播的步骤（一）明确目标受众说什么？怎么说？何时说？何地说？由谁来说？（二）确定目标公众所处阶段知晓阶段了解阶段偏好阶段喜欢阶段购买阶段信任阶段AIDA模型信息模型采用模型效果模型注意知晓知晓发现接受认识阶段阶段反应体系模型购买行动尝试采用信任兴趣欲望喜欢偏好信任了解兴趣评价态度意向认识情感阶段意志阶段（三）有计划的选择信息信息内容理性型吸引、情绪型信息组织结论、论证形式、吸引、道德型吸引信息来源可靠性、权威性、接近性信息格式策划、文字/声音身体语言等规则形式（四）选择信息传播渠道个人传播渠道非个人传播渠道媒体、氛围、活动以口头传播为主（五）整体促销预算销售额财力承受法目标任务法百分比法竞争均势法六、促销组合战略产品/市场消费者推/拉战略类型准备阶段产品生命周期“推动”策略与“拉动”策略：“推动”策略生产企业消费者零售商批发商市场营销活动“拉动”策略消费者零售商批发商生产企业需求需求市场营销活动各种促销方式对不同产品的相对重要性：消费广告营业推广人员推销品工业品人员推销公共关系营业推广广告公共关系不同促销方式在待购阶段的作用：人员推销营推广知晓认识喜欢偏好确信购买营业推广公共关系广告七、广告策略（一）广告的概念：由特定赞助者支付代价以非人员的方法来表达或推广观念产品与服务法来表达或推广观念、产品与服务。

Sales promotion

stages in promoting a product („AIDA‟): 1.attract the Attention of potential customers 2.arouse Interest in the product 3.create a Desire for its benefits 4.encourge customers to take prompt Action
• Content: mainly introduce the progress the company have made.
• Sales letters and revivers are often written in the form of a “Circular” (通知、通告) .
1.Be brief 2.Create the impression of personal by using “you” 3.Arouse interest in the opening paragraph 4.Point out the benefits or service 5.Convince the reader 6.Conclude the letter by persuading the reader to take action
Premiums (赠品) The company usually offer glasses, bar, towels and similar items to the customers.
Drawings (抽奖)
• Sometimes customers always want to try their luck, so drawings is a very effective promotional activity. (requirements: buying a particular product to a certain quantity, spending fixed money in the shop, or answer a particular question correct.)

英语作文-教育培训出版物零售行业的销售策略研究

英语作文-教育培训出版物零售行业的销售策略研究In the competitive landscape of the education, training, and publishing sectors, developing effective sales strategies is paramount for success. This article explores various approaches that can be employed in the retail segment of the industry to maximize sales and foster sustained growth.Understanding the Customer Base:First and foremost, successful sales strategies hinge on a deep understanding of the customer base. In the education and training sector, customers range from individual learners seeking personal development to institutions and corporate clients aiming to enhance their workforce's skills. Each segment requires tailored approaches to address their unique needs and preferences.Segmentation and Targeting:Segmentation plays a crucial role in targeting the right audience with the right products and services. By categorizing customers based on demographics, behavior, and needs, retailers can personalize their offerings and marketing messages. For instance, educational materials for K-12 students differ significantly from those designed for adult learners or professional training programs.Building Strong Relationships:In the education and training sectors, trust and credibility are paramount. Establishing strong relationships with customers is not just about making a sale but also about becoming a trusted advisor in their educational journey. This can be achieved through personalized customer service, expert advice, and reliable support both preand post-purchase.Product Differentiation and Innovation:In a crowded marketplace, differentiation is key to standing out. Retailers can differentiate their offerings through product innovation, exclusive partnerships with publishers and educational content providers, and unique value propositions such as bundled services or subscription models. Innovation in digital learning platforms and adaptive technologies also presents opportunities to cater to evolving educational trends.Effective Marketing and Promotion:Effective sales strategies are complemented by robust marketing and promotion efforts. Utilizing digital marketing channels such as social media, email campaigns, and search engine optimization (SEO) helps reach a wider audience. Content marketing through educational blogs, webinars, and white papers can establish thought leadership and attract potential customers seeking informative content.Optimizing Distribution Channels:Distribution channels play a critical role in reaching customers efficiently. Retailers in the education sector may utilize a mix of online platforms, brick-and-mortar stores, and partnerships with educational institutions or corporate clients. Seamless integration between physical and digital channels ensures a cohesive customer experience and enhances accessibility to educational resources.Monitoring and Adaptation:Continuous monitoring of sales performance and customer feedback is essential for refining sales strategies. Retailers should leverage data analytics to track sales trends, customer preferences, and the effectiveness of marketing campaigns. This data-driven approach enables timely adaptations and optimizations to meet changing market demands and maintain competitive advantage.Conclusion:In conclusion, the education, training, and publishing sectors present unique opportunities and challenges for retailers. By focusing on customer understanding, segmentation, relationship building, product differentiation, effective marketing,optimized distribution channels, and continuous adaptation, retailers can develop and implement successful sales strategies. These strategies not only drive sales growth but also contribute to the broader goal of fostering learning and development within diverse educational communities.。

促销与价格策略英文

6
2 Explain promotional mix and
outline the objectives of promotion. Summarize the different types of advertising and advertising media.
7
3
8 4
Outline the roles of sales promotion, personal selling, and public relations.
Must take a broad view and plan for all form of customer contact. Create unified personality and message for the good, service, or brand. Elements include personal selling, advertising, sales promotion, publicity, and public relations.
• Institutional advertising - messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities. • Cause advertising - institutional messaging that promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process.

市场营销工作常用词汇有些

市场营销工作常用词汇有些市场营销专业是一门科学性和艺术性兼备的应用型学科，是建立在经济科学、行为科学、现代理论根底之上的综合性应用科学,.从事市场营销专业必须知道哪些市场营销常用词汇呢?下面为大家了市场营工作常用词汇大全，欢迎大家阅读参考!CEO：首席执行官C00：运营总裁CTO：技术总裁CFO：财务总裁VP：副总裁（以下带星号名词即指部门又指职位）GO：运营大部门，包括营销筹划、市场、产品、网站等部门。

*FBU：FederationofBusinessUnits，业务单元集合体，就是工程。

FBD：FederationofBusinessDivision，业务事业部联邦。

其中每个事业部都是某个独立的业务模块（如端游、页游、移动游戏），下辖假设干工程、业务FBU、部门。

*ES：EmployeeService，员工效劳，即行政。

*MIS：ManagerInformationSystem，信息管理系统。

负责安装和网络维护等。

*IR：InvestorRelations，者关系。

包括上市公司与股东，债权人和潜在者之间的关系管理，也包括在与投资者沟通过程中，上市公司与资本市场各类中介机构之间的关系管理。

公司有重大活动，例如推出新产品、内测、公测等，都会事先向投资者发出简讯，征询大股东意见。

咱们部门主要是产品重大测试的新闻要报备IR。

*PA：ProjectAssistant,工程协调。

*PM：ProjectManagement,工程管理。

PO：ProjectOwner，工程业主/产品负责人。

负责维护产品订单的人,代表利益相关者的利益。

SM：SprintMaster.Scrum主管。

是Scrum过程负责的人，确保scrum的正确使用并使得Scrum的收益最大化。

一般不翻译。

GM：*1.GameMaster，客服；2.GeneralManager，总经理，咱公司指各个FBD的头儿。

*DBA：数据查询，属于系统运维部。

国际市场营销Ex-chapter13-IMC

Ex-chapter13-IMC1、The role of ____________ is to create good relationships with the popular press and other media to help companies communicate messages to their publics.A、advertisingB、trade showsC、direct sellingD、sales promotionE、public relations正确答案： E2、Aspects of integrated marketing communications work best when coordinated and reinforced with a consistent ______________ campaign.A、direct sellingB、public relationsC、personal sellingD、InternetE、advertising正确答案： E3、Of all the elements of the marketing mix, decisionsinvolving ___________ are those most often affected by cultural differences among country markets.A、direct sellingB、public relationsC、the InternetD、advertisingE、sales promotion正确答案： D4、The number one advertiser (based on dollars spent) in the world is:A、Procter & Gamble.B、General Motors Corp.C、Unilever.D、Ford Motor Co.E、AOL Time Warner正确答案： A5、Ron Thorne is an international marketing manager. He has just succeeded in creating a new advertising campaign for a new teenage deodorant from a well-known U.S. manufacturer. As he reviews his successes and failures with his campaign,he is reminded that his most daunting task (the most difficult) during the construction of the campaign came from a particular step in the process. This step also frustrates and challenges almost all international marketing managers. Which step is Mr. Thorne most likely referring to?A、perform market researchB、specify goals of the communicationC、develop the most effective message(s) for the market segments selectedD、select effective mediaE、compose and secure a budget正确答案： C6、With respect to the seven steps of the international communications process, which step ultimately affects the accuracy of the process?A、an information sourceB、encodingC、a message channelD、decodingE、all seven steps can ultimately affect the accuracy of the process正确答案： E7、Once a message, in the international communications process, has been decoded, it goes to the ______________ stage.A、feedbackB、receiverC、message channelD、encodingE、noise正确答案： B8、_____________ is one of the major barriers to effective communication through advertising.A、LanguageB、International signsC、Physical gesturesD、Body languageE、all of the above would match the statement正确答案： A二.判断题（共7题,47.2分）9、Integrated marketing communications primary function isto link electronic and print advertising under one function. 正确答案：×10、Sales promotions are short-term efforts directed to the consumer or retailer to achieve such objectives as consumer-product trial or immediate purchase.正确答案：√11、The first step in any good international advertising endeavor is to pick a market segment that will receive an advertising message.正确答案：×12、One of the reasons that a marketing communication may fail is that the message that is received by the intended audience is not understood because of cultural interpretations.正确答案：√13、Decoding errors often occur because a word in one language means something else in another language.正确答案：√14、For many countries language is a matter of cultural pride and preservation. The best example of this is the United States.正确答案：×15、Factors that impact international advertising in almost every market are media availability, cost, coverage, and appropriateness of the media.正确答案：√。

《市场营销英语》—Sales Promotion

COUPONS
Since C.W. Post issued the first coupon in 1885, good for one cent off a box of Grape Nuts Flakes, they have become the most popular form of sales promotion. It is estimated that some 300 billion coupons will be issued each year in the U.S.A. Manufacturers and retailers annually distribute almost 1,500 coupons for every person in the United States. In terms of usage and popularity, coupons are without question the most familiar form of sales promotion. A number of in-store couponing methods are being used. Among them the more popular are distribution of coupon books in the store or newspaper inserts in racks for store patrons.
Unit 13. Sales Promotion
Sales Promotion
Sales promotion covers an infinite array of activates to create short-term sales. In recent years, sales promotion and advertising have been increasingly used in an integrated effort to build brand loyalty and long-term sales and create an incentive to push the consumer toward an immediate purchase (sales promotion). Despite the fact that advertising and sales promotion are being used together in an united effort to increase profitability, it is critical that we not blur the fact that advertising and sales promotion are different in terms of execution and objectives.

sales promotion

Dear Sir: We thank you for your enquiry of February 16, 2011 for our rice products. We are exporting various rice products, of which Jinjian Union Rice and Jinjian Peach Blossom Rice are the most popular. They are in great demand in China and our stocks are running down quickly. Their popularity owes to their top quality and good taste.
Discussion

What activities can be held to promote Jingzhou Red Bayberry Wine among British consumers?
How to Write a Sales Letter

1. Use a strong headline /heading that states the most important benefit you are offering to catch readers’ attention and arouse their interest. 2. Highlight superiorities of the company and benefits ( focusing on prices, quality, discounts )customers will get to stipulate their desire

IMC整合营销传播)理论课件

• 随着营销人员打破传统的地理分界, 跨国经营与全球化越来越受到重视。
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IMC从纯粹的传播工具逐渐发展为成熟的经营战略。
IMC和其他经营战略都不一样, 其中包括备受肯定的客户关系管理系统（CRM）。IMC 的特别之处在于其围绕一个因素对组织的各个部分进行整合, 这个因素就是客户的需要和需求, 而满足这些需要和需求也成了创造股东价值的核心经营目标。
整合传播的作用
对消费者的实用性
• 听到一种声音: 接触同一诉求，对企业和产品不会发生混淆； • 更容易理解企业和产品的信息。
对广告公司的实用性
• 增加业务机会
• 增加市场竞争力
• 通过整合传播服务, 达到业务的国际化；
• 由于整合传播要考虑不同的信息传播活动之间的有效配合, 可以提高策划服务的质量；
第二章 IMC（整合营销传播）理论
Integrated Marketing Communications
在这一章里，我们将学习到IMC理论的概念、
理论基础、传播机理及操作要点。我们重点要了解IMC 的基本原理。
背景资料
让我们先看看现代广告的发展
按广告公司为广告主提供的服务来看。
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整合营销传播在中国
在中国实行整合营销传播的条件缺陷
技术, 经济环境, 社会条件, 文化历史不同。
市场需求细分不足
中国物质经济条件相对较差, 消费者个体需
求低。
数据库信息管理不足
很多企业没有建立数据库管理机制。
网络营销环境不足
电脑相对不普及, 上网费用较高, 使得网络没
有发挥效力。
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国际市场营销学第12章 Marketing Communications

The audience does not feel obligated to pay attention or respond to advertising. Advertising is a monologue in front of, not a dialogue with, the audience.
Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship. 3. Response （反应性）
4. Decoding. The interpretation by the receiver of the symbolism transmitted from the information source
5. Receiver. Consumer action by those who receive the message and are the target for the thought transmitted
批注本地保存成功开通会员云端永久保存去开通
International Marketing
国际市场营销学
Chapter 12
Marketing Communications
Chapter Outline
1. Communications Mix 2. Advertising 3. Personal Selling 4. Public Relation 5. Sales Promotion
Introduction

剑桥商务英语教程Unit13Productdescription

Comparison n. 比较；对照
Compare
to examine or judge two or more things in order to show how they are similar to or different from each other
compare something/somebody with something/somebody
big bigger biggest
4.以辅音字母加-y 结尾的词，先把-y变为 i，再加-er\ -est.
easy easier easiest
5.部分双音节词和多音节词分别在原级前加more 构成比较级和most构成最高级，
eg. slowly---more slowly---most slowly；
adjectives
If one is planning to purchase something costly, what information does he need?
What condition should he take into consideration?
Price discount, Manufacturer outlet专卖店; 直销店 Delivery Guarantee After sale-service
2. True or False
a F b F c T d T e F
3. Listen and mark the stress
1 warranty 2 guarantee 3 installation 4 delivery 5 technical
B. Language focus
Comparatives and superlatives

sales promotion PPT

definite answer.An eternal theme in literature,friens are also indispensable in the common onesour life what used are our daily life.Friends are to coupons,drawings,games,cont salt is to dasher.
The techniques of sales promotion can sometimes collide with psychological barriers,and this fact is applicable to shop owners as well as consumers.
Some foreign retailers are reluctant to accept manufactures’ discount coupons because they fear that the manufacturer will not repay them the money they lose when giving the discount. c
Advertising
Personalselling Publicity
Sales promotion The promotion of sales What does friends mean?There is no promotion:
ests,discounts,demonstrations ,premiums, samples,money refundoffers,and trading stamps.
Sales promotion is one of the seven aspects of the promotional mix. Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

imc英文试卷

IMC英文试卷一、选择题（每题2分，共10分）Which of the following is NOT a component of Integrated Marketing Communications (IMC)?A. AdvertisingB. Sales PromotionC. Product PackagingD. Customer ServiceIn IMC, which strategy focuses on creating a unique brand identity?A. Brand PositioningB. Market SegmentationC. Product DifferentiationD. Competitive AnalysisWhat is the main goal of IMC?A. To increase sales revenue.B. To reduce marketing costs.C. To build a strong brand image.D. To maximize profit margins.Which of the following is NOT a communication channel in IMC?A. Print MediaB. Social MediaC. Word-of-MouthD. Product DevelopmentThe concept of IMC emphasizes:A. Separate marketing channels.B. Lack of coordination among marketing tools.C. Integration of marketing communications.D. Reduction of marketing activities.二、填空题（每题2分，共10分）IMC stands for __________ Marketing Communications.The four main components of the marketing mix are product, price, __________, and place. An example of an interactive marketing tool is __________.In IMC, the brand message should be __________ across all marketing channels.A __________ analysis helps to understand the target audience's needs and preferences.三、简答题（每题4分，共20分）Explain the importance of consistency in IMC.Discuss how digital media has transformed IMC strategies.List two challenges faced in implementing an IMC strategy.Describe the role of market research in IMC.What is meant by '360-degree brand communication' in the context of IMC?。

《市场营销学(第11版)》教材各章节主要名词英汉对照

《市场营销学（第11版）》教材各章节主要名词英汉对照Part 1: Defining Marketingand the Marketing Process P. 8 Chapter 1: Marketing: Creating and Capturing Customer Value P. 81.Marketing市场营销2.Needs需要3.Wants欲望4.Demands需求5.Marketing offering市场供给物6.Marketing myopia营销近视症7.Exchange交换8.Market市场9.Marketing management 营销管理10.Production concept 生产观念11.Product concept产品观念12.Selling concept销售观念13.Marketing concept市场营销观念14.Societal marketing concept社会营销观念15.Customer relationship management 客户关系管理16.Customer-perceived value顾客感知价值17.Customer satisfaction顾客满意18.Customer-generated marketing消费者自主营销19.Partner relationship management 合作伙伴关系营销20.Customer lifetime value顾客终身价值21.Share of customer顾客份额22.Customer equity顾客资产23.Internet互联网24.Globalization 国际化25.Marketing process营销过程Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships P. 3626.Strategic planning战略规划27.Mission statement企业使命28.Business portfolio业务组合29.Portfolio 投资组合，有价证券30.Portfolio analysis 投资组合分析31.Growth-share matrix 成长占有率矩阵32.Product/market expansion grid产品/市场扩展矩阵33.Market development市场开发34.Product development产品开发35.Diversification多元化36.Downsizing 精简37.Value chain价值链38.Value delivery network价值传递网络39.Marketing strategy营销战略40.Market segmentation市场细分41.Market targeting目标市场定位42.Positioning市场定位43.Differentiation 差异化44.Marketing mix营销组合45.SWOT analysis SWOT分析，态势分析发，优劣势分析法46.Marketing implementation营销执行47.Marketing control 营销控制48.Marketing audit营销审计49.Return on marketing investment （or marketing ROI）营销投资收益率Part 2: Understanding the Marketplace and Consumers P. 58 Chapter 3: Analyzing the Marketing Environment P. 5850.Marketing environment 市场环境51.Microenvironment微观环境52.Macroenviroment宏观环境53.Marketing intermediaries营销中间商54.Public公众55.Demography 人口统计56.Baby boomers婴儿潮世代57.Generation X X世代lennials（or Generation Y）千禧世代（Y世代）59.Economic environment经济环境60.Engel’s laws恩格尔法则61.Natural environment自然环境62.Technological environment技术环境63.Political environment政治环境64.Cultural environment文化环境Chapter 4: Managing Marketing Information to Gain Customer Insights P. 8265.Customer insights顾客洞察力66.Marketing information system （MIS）市场信息系统67.Internal database内部数据库68.Marketing intelligence营销情报69.Exploratory research探索性调研70.Descriptive research描述性调研71.Causal research因果性调研72.Secondary data二手数据mercial online database商业在线数据库74.Observational research观察式调研75.Ethnographic research民族志调研76.Survey research询问式调研77.Experimental research实验室调研78.Focus group interviewing 焦点小组访谈79.Online marketing research 在线营销调研80.Online focus group在线焦点小组81.Sample样本82.Customer relationship management （CRM）客户关系管理83.Questionnaire 调查问卷Chapter 5: Understanding Consumer and Business Buyer Behavior P. 10884.Culture文化85.Subculture亚文化86.Social class 社会阶层87.Group 团队88.Opinion leader 意见团队89.Online social networks 在线文化网络90.Lifestyle 生活方式91.Personality 个性92.Motive（Drive）动机（驱动力）93.Perception感知94.Learning学习95.Belief信念96.Attitude态度97.Cognitive dissonance 认知失调98.New product 新产品99.Adoption process 采用过程100.Business buyer behavior 产业购买者行为101.Derived demand 派生需求102.Straight rebuy 直接重购103.Modified rebuy 修订重购买104.New task 新任务105.Systems selling（or solutions selling）系统销售（解决方案营销）106.Buying center 采购中心107.Value analysis 价值分析Part 3: Designing a Customer-DrivenMarketing Strategy and Mix P. 138 Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers P. 138108.Market segmentation 市场细分109.Market targeting（targeting）目标市场选择110.Differentiation 差异化111.Positioning 市场定位112.Geographic segmentation 地理细分113.Demographic segmentation 人口细分114.Age and life-cycle segmentation 年龄和生命周期细分115.Gender segmentation 性别细分116.Income segmentation 收入细分117.Psychographic segmentation 心里细分118.Behavior segmentation 行为细分119.Occasion segmentation 时机细分120.Benefit segmentation 利益细分121.Customer loyalty 顾客忠诚度122.Intermarket segmentation 跨国市场细分123.Target market 目标市场124.Undifferentiated （mass）marketing 无差异营销（大众营销）125.Differentiated （segmented）marketing 差异化营销（细分营销）126.Concentrated （）marketing 集中营销（利基营销）127.Micromarketing 微观营销128.Local marketing 地区营销129.Individual marketing 个性化营销130.Production position 产品定位petitive advantage 竞争优势132.Value proposition 价值主张133.Positioning statement 定位陈述Chapter 7: Products, Services, and Brands: Building Customer Value P. 164134.Product 产品135.Service 服务136.Customer product 消费品137.Convenience product 便利品138.Shopping product 选购品139.Specialty product 特殊品140.Unsought product 非渴求品141.Industrial product 产业用品142.Social marketing 社会营销143.Product quality 产品质量144.Brand 品牌145.Packaging 包装146.Product line 产品线147.Product mix （or product portfolio）产品组合148.Brand equity 品牌资产149.Store brand （or private brand）中间商品牌（自有品牌）150.Co-branding 合作品牌151.Line extension 产品延伸线152.Brand extension 品牌延伸153.Service intangibility服务的无形性154.Service inseparability服务的不可分离性155.Service variability服务的易变性156.Service perishability服务的易逝性157.Service-profit chain服务利润链158.Internal marketing 内部营销159.Interactive marketing 互动营销Chapter 8: Developing New-Product and Managing the Life-Cycle P. 192 160.New-product development 新产品开发战略161.Idea generation 产生创意162.Idea screening 筛选创意163.Product concept 产品观念164.Concept testing 概念测试165.Marketing strategy development 营销战略开发166.Business analysis 商业分析167.Product development 产品开发168.Test marketing 试销mercialization 商业化170.Customer-centered new-product development 以顾客为中心的新产品开发171.Team-based new-product development 基于团队的新产品开发172.Product life cycle 产品生命周期173.Style 风格174.Fashion 时尚175.Fad 热潮176.Introduction stage 导入期177.Growth stage 成长期178.Maturity stage 成熟期179.Decline stage 衰退期Chapter 9: Pricing:Understanding and Capturing Customer Value P. 212 180.Price价格181.Value-based pricing 价值导向定价182.Good-value pricing 最优价值定价183.Value-added pricing 价值增值定价184.Cost-based pricing 成本导向定价185.Fixed costs 固定成本186.Valuable costs 变动成本187.Total costs 总成本188.Cost-plus pricing 成本加成定价189.Break-even pricing （target profit pricing）盈亏平衡定价（目标利润定价）190.Target costing 目标成本法191.Demand curve 需求曲线192.Price elasticity 价格弹性193.Market-skimming pricing 市场撇脂定价194.High-definition television （HDTV）高清电视195.Market-penetration pricing 市场渗透定价196.Optional-product pricing 附属产品定价197.By-product pricing 副产品定价198.Product bundle pricing 产品捆绑定价199.Discount 折扣200.Allowance 折让201.Segmentation pricing 细分定价202.Psychological pricing 心理定价203.Reference pricing 参考定价204.Promotional pricing 促销定价205.Geographical pricing 地理定价206.Dynamic pricing 动态定价Chapter 10: Marketing Channels: Delivering Customer Value P. 242 207.Value delivery network 价值传递网络208.Marketing channel （distribution channel）营销渠道（分销渠道）209.Channel level 渠道层级210.Direct marketing channel 直接营销渠道211.Channel conflict 渠道冲突212.Conventional distribution channel 传统分销渠道213.Vertical marketing system （VMS）垂直营销系统214.Corporate VMS公司VMS（垂直营销系统）215.Contractual VMS 合同式VMS （垂直营销系统）216.Franchise organization 特许经营组织217.Administered VMS 管理式VMS （垂直营销系统）218.Horizontal marketing system 水平营销系统219.Multichannel distribution system 多渠道分销系统220.Disintermediation 去中介化221.Marketing channel design 营销渠道设计222.Intensive distribution 密集分销223.Exclusive distribution 独家分销224.Selective distribution 选择性分销225.Marketing channel management 营销渠道管理226.Marketing logistics （physical distribution）营销物流（物流）227.Supply chain management 供应链管理228.Distribution center 分销中心229.Intermodal transportation 多式联运230.Integrated logistics management 整合物流管理231.Third-party logistics （3PL）provider 第三方物流供应商Chapter 11: Retailing and Wholesaling P. 262232.Retailing 零售233.Specialty store 专卖店234.Department store 百货商店235.Supermarket 超级市场236.Convenience store 便利店237.Superstore 超级商店238.Category killer 品类杀手239.Service retailer 服务零售店240.Discount store 折扣商店241.Off-price retailer 廉价零售店242.Independent off-price retailer 独立廉价零售商243.Factory outlet 工厂直营店244.Warehouse club 仓储俱乐部245.Chain store 连锁店246.Franchise 特许经营247.Shopping center 购物中心248.Wheel-of-retailing concept 零售轮转理论249.Wholesaling 批发250.Wholesaler 批发商251.Merchant wholesaler252.Broker253.Agent254.Manufacturer’s sales branches and offices 制造商的销售分发机构和办事处Chapter 12: Communicating Customer Value: Advertising and Public Relations P. 294255.Promotion mix （Marketing Communication Mix）营销组合（营销沟通组合）256.Advertising 广告257.Sales promotion 销售促进258.Personal selling 人员推销259.Public relations 公告关系260.Direct marketing 直复营销261.Integrated marketing communication （IMC）整合营销沟通262.Push strategy 推式战略263.Pull strategy 拉式战略264.Advertising objective 广告目标265.Advertising budget 广告预算266.Affordable method 量力而行法267.Percentage-of-sale method 销售百分比法petitive-parity method 竞争对等法269.Objective-and-task method 目标任务法270.Advertising strategy 广告战略271.Madison & Vine 麦迪逊大街和好莱坞藤街272.Creative concept 创意概念273.Execution style 创作文体274.Advertising media 广告媒体275.Return on advertising investment 广告投资收益率276.Advertising agency 广告代理商277.Public relation 公共关系Chapter 13: Personal Selling and Sales Promotion P. 324278.Personal selling 人员推销279.Salesperson 销售人员280.Sale force management 销售队伍管理281.Territorial sales force structure 地域型销售组织机构282.Product sales force structure 产品型销售组织机构283.Customer sales force structure 顾客型销售组织机构284.Outside sales force （or field sales force）外部销售队伍（现场销售队伍）285.Inside sales force 内部销售队伍286.Team selling 团队销售287.Sales quota 销售定额288.Selling process 销售过程289.Prospection 寻找线索290.Preapproach 事先调查291.Approach 接触访问292.Presentation 展示293.Handling objection 排除异议294.Closing 完成交易295.Follow-up 后续工作296.Sales promotion 销售促进297.Customer promotions 消费者销售促进298.Event marketing 事件营销299.Trade promotion 贸易销售促进300.Business promotions 商业销售促进Chapter 14: Direct and Online Marketing: Building Direct Customer Relationships P. 348301.Direct marketing 直复营销302.Customer database 顾客数据库303.Direct-mail marketing 直接邮寄营销304.Catalog marketing 目录营销305.Telephone marketing 电话营销306.Direct-response television marketing 电视直销307.Online marketing 在线营销308.Internet 互联网309.Click-only companies 点击企业（即在线交易公司）310.Click-and-mortar companies 虚实结合营销311.Business-to-customer （B2C）online marketing 企业对消费者的在线营销312.Business-to-business （B2B）online marketing企业对企业的在线营销313.Customer-to-customer （C2C）online marketing消费者对消费者的在线营销314.Customer-to-business （C2B）online marketing消费者对企业的在线营销315.Corporate （or brand）Web site 公司（品牌）网站316.Marketing Web site 营销网站317.Online advertising 在线广告318.Viral marketing 病毒营销319.Online social networks 在线社交啊网络320.Spam 垃圾邮件Part 4: Extending Marketing P. 372Chapter 15: The Global Marketplace P. 372321.Global marketplace 全球市场322.Global firm 跨国公司323.Economic community 经济共同体324.Americanization 美国化325.Exporting 出口326.Joint venturing 组建合资公司327.Licensing 许可经营328.Contract manufacturing 合同制造329.Management contracting 合同管理330.Joint ownership 合同所有331.Direct investment 直接投资332.Standardized global marketing 全球标准化营销333.Straight product extension 直接产品延伸334.Product adaptation 产品适应335.Product invention 产品创新munication adaptation 沟通适应337.Whole-channel view 整渠道视野Chapter 16: Sustainable Marketing: Social Responsibility and Ethics P. 394 338.Consumerism 消费者保护主义339.Environmentalism 环境保护主义340.Environmental sustainability 环境可持续发展341.Enlightened marketing 远见营销342.Consumer-oriented marketing 消费者导向营销343.Customer-value marketing 顾客价值营销344.Innovative marketing 创新营销345.Sense-o-mission marketing 使命感营销346.Societal marketing 社会营销347.Deficient product是不完善的产品348.Pleasing products 令人愉快的产品349.Salutary products 有益的产品。

市场营销Global Promotion E-Commerce and Personal Selling

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B. Global Publicity
PUBLICITY is the publishing of news about the company and its products. Very prominent in hi-tech industries. GOOD NEWS – wherein positive press coverage enhances consumer interest in the company and its products BAD NEWS – even negative publicity helps keep the brand name in the public eye (e.g. Benetton), although some may of course damage brand equity
August 1984 September 1984 September 1984 November 1984
USA USA France USA
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Event Marketing: The Introduction of Swatch
Date Summer 1985 September 1985 September 1985 September 1985 October 1985 Fall 1985 November 1985 Country Sweden France France England Belgium USA Spain Event OestersjöRallyt (Segel-Rallye) Cinema festival, Pompidou Center, Paris with Kurosawa's film, Ran; Mini City Magazine “Le Défilé”: Jean-Paul Gautier & Ré gine Chopinot Andrew Logan's Alternative Miss World, London “Mode et Anti-Mode” fashion show, Brussels Thompson Twins concert tour sponsorship Swatch launch party, the “Cirque,” Barcelona

市场营销学英文版最新版教学课件第13章

Recruiting & Selecting Salespeople
• A company should analyze the sales job and the characteristics of its most successful salespeople.
• Sources for the recruitment of salespeople:
13-2. Identify and explain the six major sales force management steps.
Learning Objectives (2 of 4)
13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
products, and the strategies of competitors
• Online training builds sales skills using videos, Internet-based exercises, or simulations.
– Virtual instructor-led training (VILT)
• Tools of supervision:
– Call plan – Time-and-duty analysis – Sales force automation system
Figure 13.2 How Salespeople Spend Their Time
Motivating Salespeople

促销(IMC)策略培训课程(PPT 51页)

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二、广告媒体
广告媒体也称广告媒介，是广告主与广告接受者之间的连接物质
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广告媒体的种类及其特性
报纸杂志广播电视互联网户外广告邮寄
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(1)促销的实质与核心是沟通信息 (2)促销的目的是赢得信任、诱导需求、刺激消费、促进购买。 (3)促销的方式有人员促销和非人员促销两类
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IMC(整合营销传播)
Integrated Marketing Communications is the method of carefully coordinating all promotional activities—media advertising, sales promotion, personal selling, public relations, as well as direct marketing , packaging , and other forms of communications –to produce a consistent ,unified message that is customer focused.
推销人员、推销对象和推销品构成人员推销的三个基本要素，推销人员是推销活动的主体。
根据美国市场营销协会定义委员会的解释，所谓人员推销，是指企业通过派出推销人员与一个或一个以上可能成为购买者的人交谈，作口头陈述，以推销商品，促进和扩大销售。
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第三节人员推销