财经英语 CP2 (1+2+3)
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O individual marketing, member marketing,
virus marketing, and so on.
2. Relation Marketing
O The relation marketing regards the marketing
activities as a process of interactivities between the company, customer, supplier, distributor, competitor, governmental agency and other public institutions, in which the heart is to build and develop a good relationship among these public institutions.
Integrality 全程性
O Second, integrality. The researching scope of
marketing is not only in the area of commodity circulation, but the whole process of social reproduction, including preproduction activities, such as marketing investigation, products design and so on, and the after-sale service, such as installation, repairing and so on.
Benefits
O improving efficiency and interactivity and
reducing costs; O getting rid of the space and time limit and the dependence on documents and providing more choices for customers; O enhancing the value of products and service information and decreasing the drawback in expanding the international market, etc.
Lesson 2 The Characteristics of Marketing
O Marketing mainly researches the activity
process and rule of marketing centering on satisfying the demand of customers, that is, under a certain surrounding of marketing, the companies implement the marketing process mainly including products, distribution, pricing and promotion, and the objective rule for satisfying the realistic and potential demand of customers on the marketing investigation.
Integration 综合性
O Third, integration. Marketing is an integrated
course of frontier science, which is based on the theory of economics and uses the theory and method of philosophy, behavioral science, sociology, politics, psychology, econometrics, informatics, mathematics and so on, for reference.
O Modern marketing consists of macroscopic
and microscopic marketing. O The macroscopic one refers to the production and marketing activities in the field of socio-economy; O while the microscopic one refers to the activities of achieving the values and valuein-use of products through marketing exchanging.
1.Market
O “buyer” and the “seller.” O In marketing, there is a kind of special
realization of the conception of “market,” which used to refer to certain buyer group.
O Market is the potential customers with
certain demand and desire to satisfy by exchanging, that is, O Market=Population + Purchasing Power + Purchasing Motivation. O These three factors restrict each other, only the combination of these three could form the real market to determine the scale and content of market.
Chapter 2 Marketing
Section one Basic Knowledge of Marketing
Contents
O Market and Marketing O The Characteristics of Marketing
O The New Development of Marketing
Practicality
O The characteristics of marketing include: O First, practicality. On the one hand, the basic
principle, method and strategy of marketing root in the summary of the practical experience of those enterprises; on the other hand, the basic principle, method and strategy of marketing provide guidance and practicability for the marketing activities.
2.Marketing
O As a course of science, based on the
economics, behavioral science and modern management theory, marketing is an integrated applied science of marketing activities and rules by researching how to satisfy the customers’ requirements and how to improve the availability of those exchanges.
O Market is the product of the division
of social labour, the production and exchange of the commodities, having developed for thousands of years; while Marketing, as an independent subject, specializes in researching the objective rule of the activities of marketing for nearly a hundred years.
O From the definition, the relation marketing
emphasizes the traditional conception, the correlation between every element in the personal nets. Therefore, the relation marketing has the characteristics of enhancing the two-way communication, collaboration strategy, reciprocity marketing and feedback information.
O From the aspect of companies,
ห้องสมุดไป่ตู้
marketing researches how to provide the effective supply and how to communicate effectively among the companies, the intermediary businessmen and the customers to improve the benefit of the companies.
Lesson 3 The New Development of Marketing
1.On-line Marketing
O On the basis of Internet technology,
the on-line marketing is a kind of modern marketing mode of satisfying the demand of customers efficiently.
In terms of development, market has several presentations:
O market is the place of exchanging
commodities (original); O market is the relation of the whole exchanging (developmental); O market is the field of circulating (process).
The common methods
O searching key, words, O on-line advertisement,
O e-shop, exchanging link,
O announcing information, O marketing forum,
O mail list, permissive e-mail marketing,
We learn: O Words O Sentences O Some key contents
To learn
O Words on page 47\50\53 O Phrases on page 47\50\53
O Introduction
O Characteristics of Marketing O New development of Marketing
virus marketing, and so on.
2. Relation Marketing
O The relation marketing regards the marketing
activities as a process of interactivities between the company, customer, supplier, distributor, competitor, governmental agency and other public institutions, in which the heart is to build and develop a good relationship among these public institutions.
Integrality 全程性
O Second, integrality. The researching scope of
marketing is not only in the area of commodity circulation, but the whole process of social reproduction, including preproduction activities, such as marketing investigation, products design and so on, and the after-sale service, such as installation, repairing and so on.
Benefits
O improving efficiency and interactivity and
reducing costs; O getting rid of the space and time limit and the dependence on documents and providing more choices for customers; O enhancing the value of products and service information and decreasing the drawback in expanding the international market, etc.
Lesson 2 The Characteristics of Marketing
O Marketing mainly researches the activity
process and rule of marketing centering on satisfying the demand of customers, that is, under a certain surrounding of marketing, the companies implement the marketing process mainly including products, distribution, pricing and promotion, and the objective rule for satisfying the realistic and potential demand of customers on the marketing investigation.
Integration 综合性
O Third, integration. Marketing is an integrated
course of frontier science, which is based on the theory of economics and uses the theory and method of philosophy, behavioral science, sociology, politics, psychology, econometrics, informatics, mathematics and so on, for reference.
O Modern marketing consists of macroscopic
and microscopic marketing. O The macroscopic one refers to the production and marketing activities in the field of socio-economy; O while the microscopic one refers to the activities of achieving the values and valuein-use of products through marketing exchanging.
1.Market
O “buyer” and the “seller.” O In marketing, there is a kind of special
realization of the conception of “market,” which used to refer to certain buyer group.
O Market is the potential customers with
certain demand and desire to satisfy by exchanging, that is, O Market=Population + Purchasing Power + Purchasing Motivation. O These three factors restrict each other, only the combination of these three could form the real market to determine the scale and content of market.
Chapter 2 Marketing
Section one Basic Knowledge of Marketing
Contents
O Market and Marketing O The Characteristics of Marketing
O The New Development of Marketing
Practicality
O The characteristics of marketing include: O First, practicality. On the one hand, the basic
principle, method and strategy of marketing root in the summary of the practical experience of those enterprises; on the other hand, the basic principle, method and strategy of marketing provide guidance and practicability for the marketing activities.
2.Marketing
O As a course of science, based on the
economics, behavioral science and modern management theory, marketing is an integrated applied science of marketing activities and rules by researching how to satisfy the customers’ requirements and how to improve the availability of those exchanges.
O Market is the product of the division
of social labour, the production and exchange of the commodities, having developed for thousands of years; while Marketing, as an independent subject, specializes in researching the objective rule of the activities of marketing for nearly a hundred years.
O From the definition, the relation marketing
emphasizes the traditional conception, the correlation between every element in the personal nets. Therefore, the relation marketing has the characteristics of enhancing the two-way communication, collaboration strategy, reciprocity marketing and feedback information.
O From the aspect of companies,
ห้องสมุดไป่ตู้
marketing researches how to provide the effective supply and how to communicate effectively among the companies, the intermediary businessmen and the customers to improve the benefit of the companies.
Lesson 3 The New Development of Marketing
1.On-line Marketing
O On the basis of Internet technology,
the on-line marketing is a kind of modern marketing mode of satisfying the demand of customers efficiently.
In terms of development, market has several presentations:
O market is the place of exchanging
commodities (original); O market is the relation of the whole exchanging (developmental); O market is the field of circulating (process).
The common methods
O searching key, words, O on-line advertisement,
O e-shop, exchanging link,
O announcing information, O marketing forum,
O mail list, permissive e-mail marketing,
We learn: O Words O Sentences O Some key contents
To learn
O Words on page 47\50\53 O Phrases on page 47\50\53
O Introduction
O Characteristics of Marketing O New development of Marketing