市场营销专业英语topic.ppt
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市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销专业英语-第二章PPT课件
14
再来看第二部车。第二部车有所不同。你在关 车门的时候，你会听得非常扎实、安全的， “嘣”的一声，很厚实的。当你坐进去之后， 启动引擎，踩下油门，你会听到象赛车一样、 低沉的，“嗡”的声音，马力惊人。想象一下， 你在高速公路上，驾驶着这样的一部车子，呼 啸着前进，同时，欣赏着由欧洲进口的最高档 音响、十个喇叭播放着的你最喜欢听的音乐， 你的心情将是多么的振奋、多么的心潮澎湃。
购买
购买
购买
购後行为：
无认知冲突
购后行为：
购后行为：
有限评价
无认知冲突 有限评价
有认知冲动 复杂评价
18
Table 2.1 Types of Consumer Buying Decision
Routine Limited
Extensive
Involvement Time Cost Information Search Number of Alternatives
这张海报竟使未来海报公司家喻户晓， 名声大噪，而这就是心理学上的“探究 反映”，把人的好奇心引进广告里。
6
有一个销售安全玻璃的业务员，他的业绩一直都 维持整个区域的第一名，在一次顶尖业务员的颁 奖大会上，主持人说：“你有什么独特的方法来 让你的业绩维持顶尖呢？”
他说：“每当我去拜访一个客户的时候，我的皮 箱里总是放了许多截成15公分见方的玻璃，我随 身也带了一个铁锤子，每当我到客户那里我就问 客户：你相不相信安全玻璃？当客户说不相信的 时候，我就把玻璃放在他们面前，那锤子往桌子 上一敲。许多客户吓一跳，同时他们发现玻璃真 的没有碎。然后客户就会说：天哪，真不敢相信。 这时候我就问他们：你想买多少？ 直接进行缔结 成交的步骤，而整个过程花费的时间还不到一分 钟。
再来看第二部车。第二部车有所不同。你在关 车门的时候，你会听得非常扎实、安全的， “嘣”的一声，很厚实的。当你坐进去之后， 启动引擎，踩下油门，你会听到象赛车一样、 低沉的，“嗡”的声音，马力惊人。想象一下， 你在高速公路上，驾驶着这样的一部车子，呼 啸着前进，同时，欣赏着由欧洲进口的最高档 音响、十个喇叭播放着的你最喜欢听的音乐， 你的心情将是多么的振奋、多么的心潮澎湃。
购买
购买
购买
购後行为：
无认知冲突
购后行为：
购后行为：
有限评价
无认知冲突 有限评价
有认知冲动 复杂评价
18
Table 2.1 Types of Consumer Buying Decision
Routine Limited
Extensive
Involvement Time Cost Information Search Number of Alternatives
这张海报竟使未来海报公司家喻户晓， 名声大噪，而这就是心理学上的“探究 反映”，把人的好奇心引进广告里。
6
有一个销售安全玻璃的业务员，他的业绩一直都 维持整个区域的第一名，在一次顶尖业务员的颁 奖大会上，主持人说：“你有什么独特的方法来 让你的业绩维持顶尖呢？”
他说：“每当我去拜访一个客户的时候，我的皮 箱里总是放了许多截成15公分见方的玻璃，我随 身也带了一个铁锤子，每当我到客户那里我就问 客户：你相不相信安全玻璃？当客户说不相信的 时候，我就把玻璃放在他们面前，那锤子往桌子 上一敲。许多客户吓一跳，同时他们发现玻璃真 的没有碎。然后客户就会说：天哪，真不敢相信。 这时候我就问他们：你想买多少？ 直接进行缔结 成交的步骤，而整个过程花费的时间还不到一分 钟。
市场营销英语版本PPT演示课件
. Slide 2
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
Objectives
Learn how companies and marketers are responding to new challenges.
.
Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
. Slide 0
Chapter 1
Defining Marketing for the Twenty-First Century
.
Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
. Slide 5
Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
.
Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
市场营销专业英语 topic 1
1.1.2 The Marketing Concept and Societal Marketing Concept The Marketing Concept
It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do. The marketing concept has been stated in many colorful ways, such as “You’re the boss” (United Airlines); “We’re not satisfied until you are” (General Electric); and “To do all in our power to pack the customer’s dollar full of value, quality, and satisfaction” (JC Penney).
The ultimate purpose of the marketing concept is to help organizations achieve their goals. In private firms, the major goal is profit; in nonprofit and public organizations, it is surviving and attracting enough funds to perform their work. In for-profit organizations, the key is not to aim for profits as such but to achieve them as a byproduct of doing the job well. A company makes money by satisfying customer needs better than its competitors do.
Introduction-to-marketing-市场营销全英PPT课件
needs and wants. • Design a customer-driven marketing strategy. • Construct an integrated marketing program
that delivers superior value. • Build profitable relationships and create
social, and individual needs. • Physical needs: Food, clothing, shelter, safety • Social needs: Belonging, affection • Individual needs: Learning, knowledge, self-
expectations.
Introduction to Marketing
Marketing Management
The art and science of choosing target markets and building profitable relationships with them.
• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
expression
Want: Form that a human need takes, as
that delivers superior value. • Build profitable relationships and create
social, and individual needs. • Physical needs: Food, clothing, shelter, safety • Social needs: Belonging, affection • Individual needs: Learning, knowledge, self-
expectations.
Introduction to Marketing
Marketing Management
The art and science of choosing target markets and building profitable relationships with them.
• Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
expression
Want: Form that a human need takes, as
《市场营销讲义》(英文)共275页PPT
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 特
55、 为 中 华 之 崛起而 读书。辈子，所以你要 适应孤 独，没 有人会 帮你一 辈子， 所以你 要奋斗 一生。 22、当眼泪流尽的时候，留下的应该 是坚强 。 23、要改变命运，首先改变自己。
24、勇气很有理由被当作人类德性之 首，因 为这种 德性保 证了所 有其余 的德性 。--温 斯顿． 丘吉尔 。 25、梯子的梯阶从来不是用来搁脚的 ，它只 是让人 们的脚 放上一 段时间 ，以便 让别一 只脚能 够再往 上登。
谢谢！
Introduction to marketing 市场营销全英ppt
Introduction to Marketing
Introduction to Marketing
Introduction to Marketing
Marketing Strategy
Introduction to Marketing
Customer-Driven Marketing Strategy
• Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory.
• Promotion: Advertising, sales promotion, public relations, and personal selling.
Want: Form that a human need takes, as shaped by culture and individual personality.
• Wants + Buying Power = Demand
Introduction to Marketing
Need/ Want Fulfillment
Customer satisfaction often leads to consumer loyalty. Some firms seek to DELIGHT customers by exceeding
expectations.
Introduction to Marketing
Marketing Management
• Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior valห้องสมุดไป่ตู้e.
市场营销 英文版48页PPT
谢谢
11、越是没有本领的就越加自命不凡。——邓拓 12、越是无能的人，越喜欢挑剔别人的错儿。——爱尔兰 13、知人者智，自知者明。胜人者有力，自胜者强。——老子 14、意志坚强的人能把世界放在手中像泥块一样任意揉捏。——歌德 15、最具挑战性的挑战莫过于提升自我。——迈克尔·F·斯特利
1、不要轻言放弃，否则对不起自己。
2、要冒一次险!整个生命就是一场冒险。走得最远的人，常是愿意 去做，并愿意去冒险的人。“稳妥”之船，人生就像一杯没有加糖的咖啡，喝起来是苦涩的，回味起来却有 久久不会退去的余香。
市场营销
英文版4、守业的最好办法就是不断的发展。 5、当爱不能完美，我宁愿选择无悔，不管来生多么美丽，我不愿失 去今生对你的记忆，我不求天长地久的美景，我只要生生世世的轮 回里有你。
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Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.
1.1.2 The Marketing Concept and Societal Marketing Concept
The product concept can lead to “marketing myopia.”
The Selling Concept
Selling concept holds that consumers will not buy enough of the organization’s products unless it undertakes a largescale selling and promotion effort.
1.2.3 Positioning
1.3 Relationship Marketing
1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing
1.1 Marketing Management Philosophies
The Product Concept
The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.
1.1.1 The Production Concept, Product Concept and Selling Concept
The Production Concept
The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.
We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down.
However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations.
1.1.2The Marketing Concept and Societal Marketing Concept
1.2 Market Segmentation, Market Targeting and Positioning
1.2.1 Market Segmentation
1.2.2 Market Targeting
The production concept is still a useful philosophy in two types of situations.
The first situation occurs when the demand for a product exceeds the supply, as in many developing countries.
Marketing Professional English
中南财经政法大学工商管理学院 沈铖
Chapter 1
Marketing Management
Contents
1.1 Marketing Management Philosophies
1.1.1 The Production Concept, Product Concept and Selling Concept
There are five alternative concepts under which organizations condduction concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept.
The Marketing Concept
1.1.2 The Marketing Concept and Societal Marketing Concept
The product concept can lead to “marketing myopia.”
The Selling Concept
Selling concept holds that consumers will not buy enough of the organization’s products unless it undertakes a largescale selling and promotion effort.
1.2.3 Positioning
1.3 Relationship Marketing
1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing
1.1 Marketing Management Philosophies
The Product Concept
The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.
1.1.1 The Production Concept, Product Concept and Selling Concept
The Production Concept
The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.
We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down.
However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations.
1.1.2The Marketing Concept and Societal Marketing Concept
1.2 Market Segmentation, Market Targeting and Positioning
1.2.1 Market Segmentation
1.2.2 Market Targeting
The production concept is still a useful philosophy in two types of situations.
The first situation occurs when the demand for a product exceeds the supply, as in many developing countries.
Marketing Professional English
中南财经政法大学工商管理学院 沈铖
Chapter 1
Marketing Management
Contents
1.1 Marketing Management Philosophies
1.1.1 The Production Concept, Product Concept and Selling Concept
There are five alternative concepts under which organizations condduction concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept.
The Marketing Concept