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市场营销专业英语

市场营销专业英语

第一单元Marketing 市场营销定义:Marketing is the activity,set of institutions,and processes for creating,communicating, delivering,and exchanging offerings that have value for customers,clients, partners,and society at large.市场营销是在创造、沟通、传播和交换产品中,为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。

什么是市场营销计划:The marketing plan4个点:①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词:Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程(市场定位过程)1、delineate firm's current situation(描绘公司的现状)2、Determine consumer needs and wants(确定消费者的需求和欲望)3、divide markets on relevant dimensions,(有关方面划分市场)4、develop product positioning,(开发产品定位)5、decide segmentation strategy,(决定细分策略)6、design marketing mix strategy(设计营销组合策略)P90第五单元单词:A priori segmentation 事前市场细分PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geodemographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图target market 目标市场Market Segmentation 市场细分VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元:Product Line产品线(定义) = A set of products(一组产品)Product Mix产品组合(定义)= the full set of products(全套产品)103Product life cycle (产品生命周期)Introduction(产品介绍)growth (成长期)maturation(成熟期)decline(衰退期)第六单元单词Aesthetics 有美感line extension 产品线延伸Brand equity 品牌价值marketing myopia 市场缝隙Brand extension 品牌拓展multibranding 多品牌战略Conformance to specifications 规格一致performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略product audit 产品审核Durability 耐用性product life cycle 产品生命周期Extended product 延伸产品product line 产品系列Fad 热潮product line extension 产品系列延伸Family branding 家族品牌product mix 产品组合Fashion 时尚reliability 可靠性Franchise extension 特许经营权拓展serviceability 维护保养的方便性Generic product 一般产品tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising(广告)2、sales promotion(推销)3、public relations(公关)4、personal selling(个人推销;)Push versus pull marketing(推拉式营销)push strategies(推):involve aiming promotional efforts at distributors ,retailers,and sales personnel to gain their cooperation in ordering,stocking,and accelerating the sales of a product.(推动战略涉及的目标是在经销商,零售商和销售人员的促销努力,以获得他们的合作,订货,库存,并加快销售的产品。

marketing

marketing
• • 1. Too much decorations and too little content; 2. Human resourse website.
Two principles of constructing a website
• • 1. Marketing and techniques group; 2. In terms of customers and the company.
Marketing
Definition of market
• • • • • 1. Place of exchanging commodities; 2. Purchasing needs; 3. Sum of all economic relationships; 4. Adjuster of social rescources. Philip Kotler: Market consists of certain desires and customers who are willing and able to satisfy these desires by exchanging.
Development of the subject of marketing
• • • • • • 1. 1900-1920 In this period, demands are more than productions. Marketing is considered as distribution. 2.1921-1945 Marketing is characterized as storage, finance, standardization, promotion and transportation. 3. 1946-1955 In this period, traditional marketing appears, which confines on all necessary corporate activities.

营销策划方案英文怎么说呢

营销策划方案英文怎么说呢

营销策划方案英文怎么说呢1. Introduction1.1 Company background1.2 Purpose of the marketing plan1.3 Objectives of the marketing plan2. Market Analysis2.1 Market size and growth potential2.2 Competitor analysis2.3 Customer analysis2.4 Market trends and opportunities3. Target Market3.1 Market segmentation3.2 Target market selection3.3 Buyer persona development4. Product/Service Description4.1 Unique selling proposition4.2 Product features and benefits4.3 Pricing strategy4.4 Product positioning5. Marketing Strategies5.1 Branding and positioning strategy5.2 Promotional strategies5.2.1 Advertising5.2.2 Public relations5.2.3 Sales promotions5.2.4 Direct marketing5.3 Online marketing strategies5.4 Offline marketing strategies6. Marketing Implementation6.1 Action plan6.2 Marketing budget allocation6.3 Marketing channels selection6.4 Marketing team organization7. Performance Monitoring and Evaluation7.1 Key performance indicators (KPIs)7.2 Monitoring and tracking mechanisms7.3 Evaluation of marketing efforts7.4 Adjustments and improvements8. Conclusion8.1 Summary of the marketing plan8.2 Expected outcomes and benefits8.3 Final recommendationsThis marketing planning proposal aims to provide a detailed strategic plan to help the company achieve its marketing objectives. The plan covers various aspects of marketing, including market analysis, target market selection, product description, marketing strategies, implementation, and performance monitoring.The market analysis section provides an overview of the industry, market size, and growth potential. It also includes a competitor analysis and customer analysis to identify the company's strengths, weaknesses, opportunities, and threats.Following the market analysis, the target market section focuses on identifying and segmenting the target market. This phase includes the development of buyer personas to better understand customer needs, preferences, and behaviors.The product/service description includes a unique selling proposition and a detailed explanation of the product's features and benefits. The pricing strategy and product positioning are also discussed to ensure a competitive advantage in the market.The marketing strategies section outlines the branding and positioning strategy, as well as various promotional strategies such as advertising, public relations, sales promotions, and direct marketing. Online and offline marketing strategies are also included to reach the target market effectively.The marketing implementation phase includes an action plan that outlines specific marketing activities, a budget allocation for each activity, and the selection of appropriate marketing channels. The organization of the marketing team is also discussed to ensure efficient execution.To evaluate the effectiveness of the marketing efforts, the performance monitoring and evaluation section defines key performance indicators (KPIs) and explains the monitoring and tracking mechanisms. The plan also highlights the importance of regular evaluation and suggests adjustments and improvements based on performance.In conclusion, this marketing planning proposal provides a comprehensive roadmap for the company to achieve its marketing objectives. The plan emphasizes the importance of market analysis, target market selection, product description, marketing strategies, implementation, and performance monitoring. With a thorough understanding of the market and effective marketing strategies, the company will be able to reach and engage its target market, leading to increased brand awareness, customer acquisition, and ultimately, business growth.。

10个英语营销策划方案

10个英语营销策划方案

10个英语营销策划方案Introduction:The following marketing plan outlines a comprehensive strategy for XYZ Company to enhance its market presence, increase brand awareness, and improve sales figures. This plan incorporates various marketing strategies, including social media marketing, content marketing, influencer marketing, email marketing, and traditional advertising. By implementing these strategies effectively, XYZ Company can achieve its marketing goals and stay ahead of its competitors.I. Situational Analysis:1. Company Overview: Provide an overview of XYZ Company, its products or services, key competitors, and target market.2. SWOT Analysis: Conduct a comprehensive SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats.3. Competitive Analysis: Analyze the strengths and weaknesses of key competitors and identify opportunities for differentiation.4. Market Analysis: Identify market trends, customer preferences, and demographic data to better understand the target audience.II. Marketing Objectives:1. Increase Brand Awareness: Enhance brand recognition and establish XYZ Company as a trusted name in the industry.2. Expand Market Share: Increase the company's market share by attracting new customers and retaining existing ones.3. Improve Customer Engagement: Foster closer relationships with customers through effective communication and engagement strategies.4. Boost Sales: Increase sales figures by implementing effective marketing strategies and promotional campaigns.5. Enhance Online Presence: Improve the company's online presence through digital marketing initiatives.III. Marketing Strategies:1. Social Media Marketing:- Develop a social media marketing plan to promote XYZ Company through platforms such as Facebook, Instagram, Twitter, and LinkedIn.- Publish regular content, including posts, images, videos, and interactive content, to engage with the target audience.- Collaborate with influencers to promote the brand and maximize reach.- Monitor social media metrics and analytics to optimize campaigns.2. Content Marketing:- Develop a content marketing strategy to publish informative and valuable content through blogs, articles, and videos.- Optimize content for search engines to increase organic traffic.- Collaborate with industry experts and influencers to create guest posts and thought leadership content.- Distribute content through various channels, including the company website, social media platforms, and industry forums.3. Influencer Marketing:- Identify and collaborate with relevant influencers to promote XYZ Company's products or services.- Provide influencers with free samples, discounts, or exclusive offers to encourage them to promote the brand.- Monitor influencer campaigns and track ROI to ensure effectiveness.4. Email Marketing:- Develop an email marketing strategy to communicate with customers, provide updates, and promote new products or services.- Segment the customer database to send personalized and targeted emails.- Create compelling email content and use eye-catching visuals.- Analyze email open and click-through rates to make necessary improvements.5. Traditional Advertising:- Utilize traditional advertising channels, such as print media, radio, and television, for wider reach.- Design visually appealing advertisements that effectively convey brand messages.- Choose media channels that align with the target audience demographics and behavior.IV. Implementation Plan:1. Timeline: Develop a detailed timeline outlining key milestones and activities for the implementation of the marketing strategies.2. Budget: Allocate resources and budget for each marketing strategy, along with a contingency plan.3. Team Structure: Assign responsibilities to team members and ensure effective communication and coordination among them.4. Tracking and Evaluation: Regularly monitor and evaluate the performance of each marketing strategy using key performance indicators (KPIs) and adjust the plan accordingly. V. Conclusion:By implementing the above marketing strategies and following the implementation plan, XYZ Company can achieve its marketing goals and strengthen its market position. Continuous evaluation and adjustments will help ensure the success of the marketing plan and keep XYZ Company at the forefront of the industry.。

市场营销导论复习笔记 英文原版(中文翻译)

市场营销导论复习笔记 英文原版(中文翻译)

Introductory Marketing Review Notes • Marketing: The process of determining customer needs and wants and then developing goods and services that meet or exceed these expectations. 。

市场营销:寻找消费者的消费需求,然后提供产品和服务来满足或者超越消费者需求的过程• MICRO marketing: is the performance of activities that seek to accomplish an organization‘s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client. 微观市场营销:通过对消费者或顾客消费需求的了解,提供能够满足消费者或顾客需求的商品或者服务。

• MACRO marketing: is a social process that directs an economy‘s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society. 宏观市场营销:通过引导整个社会经济的运作,从而有效地满足整个社会的供求平衡。

Marketing‘s Role Has Changed a lot Over the Years 市场营销的角色在过去的若干年中发生了很大变化• The Five Stages in The Evolution of Marketing 市场营销变革的五个阶段• 1. The Simple Trade Era 自由贸易的时期• 2. The Production Era, Industrial Revolution; 1880s until 1920 产品时期(工业革命)• 3. The sales Era, until 1950 推销时期• 4. The Marketing Department Era, 营销部门出现的时期• 5. The Marketing Company Era, since 1960 营销公司出现的时期 What Does The Marketing Concept Mean? 营销理念的含义?• Marketing Concept: an organization which aim s all it‘s efforts toward its customers , for a profit. 营销理念:组织或企业为了获得利益而去满足消费者需求• Production orientation; making whatever products are easy to produce and then trying to sell them. 产品生产导向:压缩成本,销售出去• Marketing Orientation; trying to carry out the marketing concept. 营销导向:践行营销理念• Three Ideas of The Marketing Concept 营. Customer Satisfaction 满足消费者需求• 2. Total Company Effort 企业的付出• 3. Profit, not just Sales as the objective. 利润,不仅仅在销售方面销理念的三个概念• Micro-macro dilemma; What is good for the firm may not be good for society. 宏观市场的窘境:对企业好的并不一定对社会好。

谈marketing的译法

谈marketing的译法

谈marketing的译法摘要:一、引言二、市场营销的概念三、市场营销的译法探讨1.直译法2.意译法3.音译法4.混合法四、各种译法的优缺点分析五、结论正文:【引言】市场营销作为一门学科,在国内外都受到了广泛的关注。

然而,关于市场营销的译法,不同的学者和从业者有着不同的理解和表达。

本文旨在探讨市场营销的不同译法及其优缺点,以期为业界提供一种更为准确、简洁、易懂的翻译方式。

【市场营销的概念】市场营销(Marketing)是指企业为了满足消费者需求,通过对产品、价格、渠道和促销等元素的策略性整合,以实现企业目标的过程。

【市场营销的译法探讨】1.直译法直译法即将英文的“Marketing”直接翻译成“市场营销”。

这种译法较为忠实于原文,但对于非专业人士来说,可能较难理解其内涵。

2.意译法意译法即将英文的“Marketing”翻译成“市场推广”或“营销”。

这种译法更容易让非专业人士理解,但对于专业人士来说,可能过于简化。

3.音译法音译法即将英文的“Marketing”翻译成“麦迪辛”。

这种译法对于传播市场营销知识来说较为不利,因为大多数人无法通过发音来理解其含义。

4.混合法混合法即将英文的“Marketing”翻译成“市场经营”或“市场拓展”。

这种译法在一定程度上兼顾了忠实于原文和易于理解的特点,但仍然存在一定的局限性。

【各种译法的优缺点分析】直译法忠实于原文,但不易于非专业人士理解;意译法简洁易懂,但过于简化;音译法独特有趣,但不利于知识传播;混合法则在一定程度上综合了各译法的优点,但仍需进一步优化。

【结论】综上所述,市场营销的译法有直译法、意译法、音译法和混合法等多种选择。

在实际应用中,应根据具体的语境和受众,选择合适的译法。

Chapter1复习

Chapter1复习

Chapter 1Marketing: Managing Profitable Customer RelationshipsMultiple Choice1.Marketing seeks to create and manage profitable customer relationships by delivering_____ to customers.petitive pricesb.superior valuec.superior serviced.superior promotion(b; Easy)2.The marketing manager at Sunshine Car Washes is holding a training session for newemployees. She stresses that perhaps the most important concept of modernmarketing is _____.a.customer relationship managementb.e-mail advertisingc. a quality Web sited.properly trained sales people(a; Moderate)3.This business is now the best-known name on the Net.a.Barnes and Nobleb.Microsoftd.America Online(c; Easy)4.Jeff Bezos, founder of , wants to deliver a _____ to every customer.a.special experienceb.superior valuec.wide selection of productsd.none of the above(a; Easy) delivers all of the following benefits except one. Choose it.a.huge selectionb.good valuec.convenienced.no refund, credit only policy(d; Challenging)6.Selling on the Web presents serious challenges. has made large initialinvestments in computer systems, distribution centers, and _____.a.customer acquisitionb.inventoryc.employee trainingd.employee benefits(a; Moderate)7.Many experts predict that the future will belong to retailers who offer both “clicks”and _____.a.major discountsb.bricksc.superior locationsd.superior promotion(b; Easy)8.You have learned at work that today’s successful companies at all levels have onething in common: they are strongly customer focused and heavily committed to _____.a.obtaining the best CEOsb.increasing wealth to stockholdersc.marketingd.employee motivation(c; Moderate)9._____ is managing profitable customer relationships.a.Managementb.Controlc.Marketingd.Human Resources(c; Easy)10.The twofold goal of marketing is to attract new customers by promising superiorvalue and to _____.a.keep and grow current customers by delivering satisfactionb.keep and grow current customers by delivering competitive pricingc.keep and grow current customers by delivering friendly serviced.all of the above(a; Challenging)11.Highly successful companies know that if they take care of their customers,_____ will follow.a.frequent word of mouthb.market sharec.profitsd.market share and profits(d; Moderate)12.Marketing is more than _____ and advertising.a.distributionb.promotionc.sellingd.customer service(c; Easy)13.Today, marketing must be understood in terms of making a sale and _____.a.satisfying customer needsb.understanding customer valuec.customers’ self imagesd.brilliant advertising(a; Easy)14.Marketing is not only an exchange and managerial process, it is a _____.a.numbers gameb.social processc.cultural processd.subcultural process(b. Moderate)15.You have learned from experience as well as from this course that the most basicconcept underlying marketing is that of _____.a.selling and advertisingb.customer satisfactionc.retaining customersd.human needs(d; Easy)16.As a new assistant marketing manager trainee, you learn in an orientation meetingthat _____ are the form human needs take as they are shaped by culture andindividual personality.a.wantsb.demandsc.self conceptsd.desires(a; Moderate)17.Tommy Wang now has the buying power to purchase the computer system he haswanted for the last six months. Tommy’s want now has become a _____.a.needb.necessityc.demandd.none of the above(c; Easy)18.What do companies call a set of benefits that they promise to consumers to satisfytheir needs?a.marketing offerb.value propositionc.demand satisfactiond.need proposition(b; Moderate)19.You are preparing a combination of products, services, information, and experiencesto a market to satisfy needs and wants. What are you preparing?a.value propositionb.demand satisfactionc.tactical pland.marketing offer(d; Challenging)20.We must learn a valuable lesson in marketing. Many sellers make the mistake ofpaying more attention to the specific products they offer than to the _____ produced by those products.a.benefitsb.experiencesc.benefits and experiencesd.value satisfaction(c; Moderate)21.Smart marketers look beyond the attributes of the products and services they sell.They create brand _____ and brand _____ for consumers.a.awareness; preferenceb.recognition; preferencec.meaning; preferenced.meaning; experiences(d; Challenging)22.By orchestrating several services and products, companies can create, stage, andmarket brand _____.a.meaningb.experiencesc.awarenessd.preferences(b; Moderate)23.The difference between customer value and customer satisfaction is that value is thedifference between the values the customer gains from owning and using a product and the _____.a.costs of delivery of the productb.cost of obtaining the productc.cost of competing productsd.cost of the lost experience(b. Moderate)24.We can safely say that when a customer’s purchase lives up to his or her expectations,the customer is experiencing this state of being.a.customer valueb.self-esteemc.self-actualizationd.customer satisfaction(d; Moderate)25.At work, customers decide to satisfy needs and wants through exchange. Whatoccurs at this point?a.sellingb.customer servicec.marketingd.transaction marketing(c; Challenging26.Marketing consists of actions taken to build and maintain desirable _____ with targetaudiences involving a product, service, idea, or other object.a.exchange transactionsb.exchange relationshipsc.exchange processesd.exchange communications(b; Easy)27.This group of buyers share a particular need or want that can be satisfied throughexchange relationships.a.segmentb.target marketc.marketd.buying group(c; Easy)28._____ means managing markets to bring about profitable exchange relationshipsby creating value and satisfying needs and wants.a.Sellingb.Promotingc.Marketingd.Relationship marketing(c; Easy)29.Li Wei has an interesting job. He is involved in getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. What is his job?a.general managerb.supervisorc.marketing managerd.sales manager(c; Challenging)30.Marketers are not concerned with serving all customers in every way. Rather, theywant to serve selected customers that they can serve_____.a.profitablyb.with superior customer servicec.welld.well and profitably(d; Moderate)31.Marketing managers are concerned with ways to deal with demand. They may needto find, increase, _____, or even _____ demand.a.avoid; slowb.change; reducec.maximize; changed.change; modify(b; Challenging)32.The five alternative concepts under which organizations conduct their marketingactivities include the production, _____, selling, marketing, and societal marketing concepts.a.promotionb.pricingc.distributiond.product(d; Moderate)33.We have learned by sad experience that the product concept can lead to marketing_____.a.failuresb.myopiac.problemsd.incongruences(b; Moderate)34.Jolene’s firm believes that consumers will not buy enough of the firm’s productsunless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.a.production conceptb.marketing conceptc.selling conceptd.relationship concept(c; Easy)35.Most firms practice the selling concept when they face _____.a. a crisisb. a recessionc.fierce competitiond.overcapacity(d; Moderate)36.To practice the marketing concept, an organization must deliver the _____ better thancompetitors.a.desired satisfactionsb.attractive pricesc.level of serviced.advertising campaign(a; Moderate)37.Jonathan Nonis works in sales for a telemarketing firm. His firm uses the sellingconcept which takes a (an) _____ approach.a.outside-inb.myopicc.inside-outd.marketing concept(c; Easy)38.Herb Kelleher of Southwest Airlines uses the marketing concept in his successfulorganization. His perspective of having a customer department uses a (an) _____ perspective.a.outside-inb.externalc.inside-outd.modern(a; Challenging)39.Customer-driven marketing usually works well when _____ and when customers_____.a. a clear need exits; are easy to identifyb.customers know what they want; can afford itc. a firm can deliver the goods desired; are thoroughly researchedd. a clear need exists; know what they want(d; Challenging)40.Mary Tanaka enjoys her work at Times Designs, Pte Ltd. Her organizationunderstands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future.Mary’s firm practices _____ marketing.a.customer-drivenb.customer-drivingc.relationshipd.none of the above(b; Challenging)41.Now many companies are beginning to think of _____ interests as well as their owncustomers’ needs.a.society’sb.stockholders’c.investors’d.lenders’(a; Easy)42.The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer_____.a.short-run costs and profitsb.short-run ethicsc.long-run welfared.health(c; Moderate)43.You find yourself in a new job. Your marketing manager is heavily involved in theprocess of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following?a.database managementb.Web site hitsc.relationship managementd.customer relationship management(d; Moderate)panies today face some new marketing realities that mean there are fewercustomers to go around. Changing demographics, _____, and overcapacity in many industries are great concerns.a.more sophisticated competitorsb.higher unemploymentc.slowing incomesd.9/11(a; Challenging)45._____ is an important concept when we realize that losing a customer means losingmore than a single sale. It means losing the entire stream of purchases that thecustomer would make over a lifetime of patronage.a.Heuristics profitc.Customer lifetime valued.Relationship marketing(c; Moderate)46.Experience has taught us that the key to building lasting customer relationships is tocreate superior customer value and _____.a.satisfactionb.great servicepetitive pricesd.long-term relationships(a; Easy)47.Customers buy from stores and firms that offer the highest _____.a.value for the dollarb.customer perceived valuec.level of customer satisfactiond.both b and c(b; Challenging)48.Since customers tend to act on perceived values, they often do not judge productvalues and costs _____.a.reliablyb.accuratelyc.objectivelyd.accurately or objectively(d; Moderate)49.Tommy Gray attempts to deliver customer satisfaction every day in his AudioExpressions installation business. He is a smart operator who knows that the key to this goal is to match _____ with _____.a.customer expectations; competitive pricespany performance; competitive pricesc.customer expectations; company performancepany performance; unique products(c; Moderate)50.All of the following are associated with highly satisfied customers except one.a.They are less price sensitive.b.They remain loyal for a longer period.c.They spend a higher percentage of their discretionary income on personal items.d.They talk favorably to others about the company and its products.(c; Moderate)51.Shania works hard with her Internet customers to create an emotional relationship forher customers with the products and services she and her staff sell. She and her staff have created _____.a.customer delightb.customer satisfactionc.customer valued.customer loyalty(a; Challenging)52.Beyond simply retaining good customers, marketers want to constantly increase their“share of customer.” Describe what this means in marketing terms.a.Marketers want to increase their market share.b.Marketers want to increase the share they get of the customer’s purchasing intheir product categories.c.Marketers want to increase the profit margin with this target market.d.none of the above(b; Challenging)53._____ is one of the best ways to increase share of customer.a.Selling uping bait and switchc.Cross sellingd.Relationship selling(c; Easy)54.Karrie Romanov wants to capture the full essence of customer relationshipmanagement. Which of the following will Karrie take into consideration?a.own the customers for lifeb.capture their lifetime valuec.build overall customer equityd.all of the above(d; Moderate)55.Is the following statement true? Clearly, the more loyal the firm’s customers, thehigher the firm’s customer equity.a.nob.yesc.maybed.cannot tell accurately(b; Easy)56.Surveys show that in markets with few customers and high margins, sellers want tocreate _____ with key customers.a.basic relationshipsb.relationship marketingc.extreme partnershipsd.full partnerships(d. Moderate)57.Some firms find themselves in markets with many low-margin customers. AsAssistant Marketing Director, what type of relationship would you develop with these customers?a.full partnershipsb.basic relationshipsc.relationship marketingd.key customer marketing(b; Challenging)58.Many organizations today realize that in addition to providing financial benefits tocustomers, they must also add _____ benefits.a.socialb.emotionalc.rationald.psychographic(a; Easy)59.By supplying customers with special equipment or computer linkages that help themmanage their orders, payroll, or inventory, a business marketer would be building customer relationships by adding _____.a.greater customer serviceb.partnership marketingc.structural tiesd.none of the above(c; Moderate)60.You have just read a report in a leading business magazine. It states that the majormarketing developments as we enter the new millennium can be summed up in what single theme?a.relationship marketingb.connectingc.partneringworking(b; Challenging)61.You will learn that marketing ultimately involves attracting, keeping, and _____profitable customers.a.trackingb.placing in a databasec.growingd.none of the above(c; Moderate)62.We can say that the major force behind the new “connectedness” is explosiveadvances in information, transportation, and _____.puter telecommunicationsb.improved market researchc.better-trained marketing departmentsd.Web sites(a; Easy)63.A tremendous advantage of modern communication and advertising tools is thatmarketers can zero in on selected customers with carefully _____.a.selected customer profilesb.customized productsc.flexible pricing rangesd.selected targeted messages(d; Moderate)64.You have just been told by your supervisor at work that a New Economy hasemerged. What is the technology behind this new force?a.the Internetb.Web sitesc.voice maild.cell phones(a; Easy)65.Pete Santina has just realized something that he needs to tell his marketing manager atwork. Pete knows that today few firms still practice true _____.a.production orientationb.sales orientationc.mass marketingd.market segmenting(c; Moderate)66.Many marketers use a concept today to determine which customers can be servedprofitably and which ones cannot. They target the winning ones for pampering.What is this concept called?a.selective relationship managementb.target marketingc.market segmentingd.selective targeting(a; Challenging)67.There is a trend today to do away with unprofitable customers. This ends upimproving the _____ of the firm.a.databaseb.profitabilityc.imaged.customer relationships(b; Moderate)68.In addition to connecting more deeply with customers, many companies are alsoconnecting more _____.a.directlyb.frequentlyc.inexpensivelyd.none of the above(a; Easy)69.Suzie Chan strengthens her company’s connections with partners all along the supplychain. What type of management is she using?a.outside partneringb.supplier connectingc.channelingd.supply chain(d; Easy)70.Most companies realize that they need partners to go beyond supply chainmanagement. What do we call this association?a.strategic alliancesb.strategic planningc.partneringd.mutual reciprocity(a; Moderate)71.Today, in countries around the world, managers are going beyond a local view of thecompany’s industry and competitors. _____ opportunities are becoming morecommon.a.Globalb.Ethnicc.Subculturald.Internal(a; Easy)72.Your authors have expressed that in the next century winning companies may well bethose that have built the best _____.a.channels of distributionb.sales forcec.global networksernmental relations(c; Moderate)73.Many firms today are taking a proactive orientation by becoming more socially and_____ responsible.a.environmentallyb.financiallyc.ethicallyd.all of the above(a; Challenging)74.Today, which of the following types of organizations use various marketing strategiesin addition to larger corporations?a.small businessesb.minority owned businessesc.not-for-profit organizationsd.all of the above(d; Easy)ernmental agencies are becoming more involved in marketing as the years pass.When a local government advertises keeping the area’s streams and water supply cleaner, it is involved in _____.a.green marketingb.social marketing campaignsc.demarketingd.environmental marketing(b; Challenging)76.Is it true that every type of organization can connect through marketing?a.yesb.noc.maybed.cannot be determined(a; Easy)77.A more modern view of marketing is that it has evolved from customer acquisition tocustomer _____.a.involvementb.carec.exploitationd.service(b; Easy)78.The old marketing view emphasized trying to make a profit on each sale rather thantrying to profit by managing what value?a.customer lifetime valueb.customer satisfaction indexc.cognitive dissonanced.all of the above(a; Challenging)79.Which word is missing from the following statement? Marketers need to _____,create, communicate, and deliver real value to customers.a.findb.understandc.explored.seek(b; Easy)80.Modern companies are improving their customer knowledge and customer _____.a.appreciationb.awarenessc.connectionsd.none of the above(c; Easy)True – False81.It is safe to say that today’s most important marketing concept is customerrelationship management.(True; Easy)82.The best-known dot com business name in the world is Ebay.(False; Moderate) is an outstanding marketing company. The key to its future is itsrelationships with its customers.(True; Easy)’s unique blend of benefits includes huge selection, good value,convenience, and customer satisfaction.(False; Moderate)85.Internet-based companies tend to spend tremendous outlays on customer acquisition. (True; Moderate)86.Like , today’s successful companies at all levels have one thing incommon – they are strongly supplier focused and heavily committed to cost savings. (False; Challenging)87.The simplest definition of modern marketing is managing profitable customerrelationships.(True; Easy)88.A thorough definition of marketing tells us that it is a business and managerialprocess by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.(False; Moderate)89.The difference between human needs and wants is that needs are states of feltdeprivation.(True; Easy)90.Harry Porter is addressing customer needs by putting forth a set of benefits hepromises to consumers to satisfy them. Harry is concerned with valueproposition.(True; Moderate)91.Smart marketers look beyond the attributes of the products and services they sell.They create brand meaning and brand experiences for consumers.(True; Moderate)92.Customer value in relation to a purchase depends on how well the product’sperformance lives up to the customer’s expectations.(False; Moderate)93. Marketing management is interested in serving all customers in every way toremain competitive in today’s markets.(False; Moderate)94. At times it becomes necessary to reduce demand for some products and services.When the government tries to reduce smoking of tobacco products, it adds more tax to the products and is practicing demarketing.(True; Easy)95. Aminah’s law office has developed a new format and wording for wills. The staffbelieves they offer the most in quality, performance, and innovative features. Her law office is practicing the production concept.(False; Moderate)96. The selling concept holds that consumers will not buy enough of the firm’sproducts unless it undertakes a large-scale selling and promotion effort. (True; Easy)97. Your department holds that achieving organizational goals depends on knowingthe needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your department is practicing the selling concept. (False; Moderate)98. We say that the selling concept is an inside-out perspective.(True; Challenging)99. The major difference between customer-driving marketing and customer-drivenmarketing is that the former considers existing and latent needs, now and in thefuture.(True; Easy)100. The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short-run and long-run welfare. (True; Moderate)101. One Asian company, Kao, Japan’s largest toiletries group ‘wants to make a larger contribution to society to make life easier for people’. This firm practices societal marketing.(True; Moderate)102. Your supervisor is concerned with the entire stream of purchases each customer makes over the lifetime of his or her patronage. We call this customer lifetimevalue.(True; Easy)103. Customers buy from businesses that offer the highest customer perceived value. (True; Easy)104. A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.(False; Moderate)105. Loyal customers must be more than satisfied, they must be highly satisfied. (True; Easy)106. To increase their “share of customer”, a firm concentrates on retaining as many customers as possible over their lifetimes.(False; Challenging)107. To practice customer equity, a company must be concerned with the total combined customer lifetime values of all major purchasers of its products. (False; Challenging)108. In order to develop full partnerships with key customers, firms should add financial and social benefits to customer purchases.(True; Moderate)109. The major marketing development of our day is summed up in a single theme called “connecting.”(True; Moderate)Essay110. Define marketing in more than one way.In its simplest definition it is managing profitable customer relationships. It alsomeans satisfying customer needs. Marketing is applied as 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.(Easy; pp. 4 and 5)111. How do marketers differentiate between needs, wants, and demands?Marketers realize that humans have needs when they are in a state of feltdeprivation. These needs take on the form of wants as they are shaped by culture and individual personality. When backed by buying power, wants becomedemands. Companies research demands and supply the needs that drive them. (Easy; p. 5)112. Explain marketing management in today’s terms.Marketing management is the art and science of choosing target markets andbuilding profitable relationships with them. This involves getting, keeping, andgrowing customers through creating, delivering, and communicating superiorcustomer value. Thus, marketing management involves managing demand, which in turn involves managing customer relationships.(Moderate; p 10)113. Distinguish between value proposition and marketing offer.Companies address needs by putting forth a value proposition, which means a set of benefits that they promise to consumers to satisfy their needs. It is fulfilledthrough a marketing offer which offers some combination of products, services,information, or experiences to satisfy needs and wants in the market. (Challenging; p. 6)114. Describe the five marketing management orientations.The production concept holds that consumers will favor products that areavailable and highly affordable. The product concept holds that consumers will favor products that offer the most in quality, performance, and innovativefeatures. Those who follow the selling concept hold that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling andpromotion effort. Using the marketing concept means that achievingorganizational goals depends on knowing the needs and wants of target marketsand delivering satisfactions better than competitors do. The societal marketingconcept holds that the firm should determine the needs, wants, and interests oftarget markets.(Challenging: pp. 10 - 12)115. Explain customer relationship management.Customer relationship is no longer defined as a customer database managementactivity. It is now the overall process of building and maintaining profitablecustomer relationships by delivering superior customer value and satisfaction.(Easy; p. 13)116. Discuss strategies for building lasting customer relationships.Determining the customers’ lifetime values is the place to start. Next, customerperceived value and satisfaction must be built and delivered. When a firm builds customer loyalty and retention, it grows its share of customers and its “share ofcustomer” through customer relationships and equity(Challenging; pp. 13 - 16)117. Analyze the major challenges facing marketers heading into the new “connected”millennium.Marketers must connect faster and better with customers. The latest technologies must be used to ensure delivery of time-based competition. Web sites and e-commerce must be fine-tuned to connect with more carefully selected customers.Many companies are connecting directly with customers to customize their mix of products and services. Partnership relationship and supply chain managementmust be built with strategic alliances to make those domestic and globalchallenges.(Challenging; pp. 17 - 22)118. Explain why is such a successful company. uses the latest in Web technology to build strong, one-to-onecustomer relationships based on creating genuine customer value. It turns a long-term profit as a result. This company has amassed 35 million customers by being relentlessly customer driven. A special experience is delivered to every customer to build customer loyalty.(Moderate; pp. 3 and 4)21。

全面营销报告英文翻译

全面营销报告英文翻译

全面营销报告英文翻译Comprehensive Marketing ReportExecutive Summary:The following report analyzes the comprehensive marketing strategies employed by our company over the past year. It aims to provide a detailed overview of our marketing initiatives, their effectiveness, and recommendations for future improvement.1. Introduction:This section provides a brief introduction to the report, outlining the purpose, methodology, and scope.2. Market Analysis:This section presents a comprehensive analysis of the target market, including its size, growth rate, trends, and competitive landscape.It also includes a SWOT analysis to identify our company's strengths, weaknesses, opportunities, and threats.3. Objectives:This section outlines the specific marketing objectives set for the year, including increasing brand awareness, expanding market share, and improving customer retention.4. Marketing Strategies:This section discusses the various marketing strategies employed during the year. These include digital marketing, social media campaigns, traditional advertising, public relations, and partnerships.5. Digital Marketing:This subsection delves into the digital marketing efforts undertaken by our company. It covers website optimization, search engine optimization (SEO), email marketing, content marketing, and social media marketing. It also evaluates the effectiveness of these strategies in achieving our marketing objectives.6. Social Media Campaigns:This subsection highlights the social media platforms utilized for marketing purposes, the campaign themes, content strategies, and engagement metrics. It assesses the impact of these campaigns on brand awareness and customer engagement.7. Traditional Advertising:This subsection focuses on traditional advertising channels such as print, television, radio, and outdoor advertising. It reviews the creative concepts, target audience reach, and effectiveness of these campaigns.8. Public Relations:This subsection investigates our public relations efforts, including media partnerships, press releases, events, and brand collaborations. It evaluates the visibility gained through these activities and their impact on brand perception.9. Partnerships:This subsection explores strategic partnerships established during the year and their contribution to overall brand growth. It analyzes the objectives, benefits, and results of these collaborations.10. Results and Analysis:This section presents an analysis of the results achieved through our marketing efforts. It includes key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, brand mentions, and customer feedback. It also compares these results to the set objectives.11. Recommendations:This section provides recommendations for improving future marketing campaigns based on the analysis and insights gained from the previous sections. It offers suggestions for optimizing digital marketing strategies, enhancing social media campaigns, refining advertising channels, and strengthening public relations efforts.12. Conclusion:The report concludes by summarizing the key findings, emphasizing the successful strategies, and acknowledging room for improvement. It reinforces the importance of continuous evaluation and adaptation in achieving marketing success.By thoroughly analyzing our comprehensive marketing efforts, this report aims to provide valuable insights and recommendations for our company's future marketing endeavors.。

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Marketing essayThrough a period of study ,i have learned some knowledge about distribution ,such as what ismarket ,value ,culture ,pruduct ,and so on ,what's more ,i have more knew about economy and the knowledge about economy and i try to make efforts to analyses the current situation and economy in realistic life by marketing knowledge ,such as :why the food is more expensive in the second dining room than the first dining room ,and why people prefer to eat in first dining room than second dining room ,why when a person have buying ,though he make effort to cut price but businees have methord to keep profits ,or why business have offer the product to consumer with combining several product and reduced price and so onWhenever when I'm eat food in school or the street behind in school ,i have found a phenomenon of hotel’s business is good ,in other words, it is very good ,because ,people is queue up for eat food ,that remind me of a sentence can be seen wherever in mian yang that crowd ,namely money .it is sure that if more visitor to store for buying the more profits for business can obtain ,usually i reference to myself ,why the store business is so good ,i think it is well value to thinking, not only it is well value to thinking, but also it is well value to thinking carefully ,ever,i have see a cartoon that ajunior student face up to a role ,it have three direction , go to graduate school to left ,go abroad to right ,employment tostraight ,and he is very hesitate to choice which direction he should to go ,in fact ,the venture is a form of employment ,at present ,it is common that universities student plan to venture and have many people have try to venture, but only few people have success in venture ,so if i plan to venture ,i must make a precision plan because I'm a boy come from rural ,i have not enough capital and rich background ,if i have failure ,i will have nothing ,i can't failure !i have plan to open a store all the way ,through a period of thinking ,i decide to plan to open a hotel in the furture,because i have a advantage of china have a huge number of people ,and ,since the ancient times ,the China have a proverb that people think the food is gad ,through i judge and experience ,i think the number of people in school is large ,they is a large consumer group ,so i decide to pen a restaurant near the school ,so i have carefully analyzed the hotel of our school by knowledge of marketing ,in first hotel ,the variety of dish is abundant and it's taste is good ,but ,first hotel is far away from the student's dormitory and classroom ,it isn't convenient for student ,on the contrary ,the variety of dish is few in second hotel ,but it close to student ,because the second hotel send food to student's dormitory ,but just as each coin has two sides ,as that ,thesecond hotel have increase the food's fixed cost ,at the variable costs same ,in order to keep profits ,of course, the price have been improved ,in my opinion,the hotel located in street in the back of my school is well,because ,it's price is reasonable and it close to student so it have increase the communication with consumer .so i decide to open hotel in back of school ,and ,i must come up with a comfortable and novel brand name and make advertising because i musr let my consumer have a know about my store ,in order to show my competitive advantage ,i have had to hire several good cook and a cleanser at least ,because people are very pay attention to health now ,but exactly is how much a chef and seat ,and so first i have a servery ,and i have to go to attract to my customers ,so i still have to implement some preferential measures and promotion ,and the sales promotion is very important ,i found that the reason for success of sales promotion do well in a lot of success company,such as china mobile company ,i found that it have billboards and agent even in so remote village my home town ,and i found a most company have spend many money in promotion , So on the time, i must to make good promotion to make a presentation to my consumer about my store but i can't use brand extension because no people believe it,on the same time, price is important so,in order to make a reliable and cheap price ,first i canput my customer according to the living expense to locate and division ,second,i must found a good wholesaling before i make price for food,because it can offer food to me in a low price so that i can offer food to my consumer in a low price ,and i must make a good preapproach to approach my consumer ,in period of time ,i need to know their buying habits ,which kind of food salegood ,according to it i can divide my food to different kind ,such as which is consumer product ,which is convenience product . shopping product or specially product and unsought product so i can adjust the product's scale in all product i have buy and i can sale food based on one'need or taste and make markets of one marketing plan and i can make the demand curve ,it can be use to adjust the relation between price and demand and know price elasticity so i can do adjust price well ,in some day i can make some promotional activities to increase the number of demand ,such as i can combing several food and reduce price offer it and make discount or allowance to my consumer when they buying that can help me to build good public relations between my store and my consumer ,but some special product ,i have to use the break-even pricing method to pricing some so that i can make a target profit or make equal income with total cost ,and i can use value pricing to ensure my profits through a long time i can make a servey that i let my consumer to place myfood occupies in consumer's minds relative to competingproducts ,so do it i can ensure my competitive advantage and offer more good service to my consumerI know ,i can only do this with i have learned marketing knowledge ,but i think these thing can't make me success i will work harder to study to make my plan success ,and ,i hope teacher will give me some advice。

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