英文营销12
市场营销学英文版最新版教学课件第12章
Learning Objectives (2 of 4)
12-3. Describe and discuss the major decisions involved in developing an advertising program.
12-4. Explain how companies use public relations to communicate wit
Description
Advertising
• Reaches masses of buyers at a low cost per exposure
• Builds a long-term image for a product • Can trigger quick sales • Has a public nature and is viewed as legitimate • Very expressive • Impersonal and lacks the direct persuasiveness of
Setting the Advertising Budget
Coca-Cola spends hundreds of millions of dollars annually, but is that “half enough or twice too much”?
Advertising Strategy
• Factors changing the face of today’s marketing communications:
– Changing consumers – Changing marketing strategies – Advancements in digital technology
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
国际营销英语名词
国际市场营销一、the three principles of markting〔三条市场营销原则〕1.customer value and satisfaction (顾客价值和满意度)2 petitive or different advantages〔竞争或者差异优势〕3.focus 〔营销焦点〕二、the traditionl markting management concepts(传统的市场营销概念)the production concept〔生产理念〕the product concept〔产品理念〕the selling concept〔推销理念〕the marketing concept 〔营销理念〕三、the newly emerge markting concept〔新出现的营销理念〕1.the social marketing concept 〔社会营销〕2.the relationship marketing concept〔关系营销〕四、the international trade system〔国际贸易体系〕1.tariff〔关税〕2.quota〔配额〕3.embargo〔禁运〕4.exchange control〔外汇管制〕5.nontariff trade barriers〔非传统贸易壁垒〕五、the world trade organization1.free trade area2.European Union—Pacific Economic Cooperationthe North America Free Trade Agreement六、the emerging economics〔BRIC〕1.Brazil2.Russia3.India4.China七、the group of five1.ｔｈｅｕｎｉｔｅｄｓｔａｔｅｓ2.Ｂｒｉｔａｉｎ3.Ｆｒａｎｃｅ4.Ｇｅｒｍａｎｙ5.Ｊａｐａｎ八、ｎｅｗｌｙｉｎｄｕｓｔｒｉａｌｉｚｅｄｅｃｏｎｏｍｉｉｅｓ1.Ｓｉｎｇａｐｏｒｅ2.Ｋｏｒｅａ3.ＣｈｉｎａＨｏｎｇＫｏｎｇ4.ＣｈｉｎａＴａｉｗａｎ九、ｉｎｃｏｍｅｄｉｓｔｒｉｂｕｔｉｏｎ1.ｌｏｗｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ2.ｌｏｗｅｒ—ｍｉｄｄｌｅ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ3.ｕｐｐｅｒ—ｍｉｄｄｌｅ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ4.ｈｉｇｈ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ十、ｔｈｒｅｅａｓｐｅｃｔｏｆｃｕｌｔｕｒｅｉｎｆｌｕｅｎｃｅmarkting〔1〕ｔａｓｔｅ〔２〕ｃｏｌｏｕｒ〔３〕ｓｔｙｌｅ十一、ｎｅｅｄｈｉｅｒａｒｃｈｙ〔需求层次〕1.ｓｅｌｆ—ａｃｔｕａｌｉｚａｔｉｏｎ〔自我实现〕2.ｅｓｔｅｅｍ〔自尊〕3.ｓｏｃｉａｌ〔社交〕4.ｓａｆｅｔｙ〔安全〕5.ｐｈｙｓｉｏｌｏｇｉｃａｌｎｅｅｄ〔心理〕十二、ｓｔｒｕｃｔｕｒｅｏｆｃｏｍｐｅｔｉｔｉｖｅｅｎｖｉｒｏｎｍｅｎｔ1.ｐｕｒｅｍｏｎｏｐｏｌｙ〔完全垄断〕2.ｏｌｉｇｏｐｏｌｙ〔寡头垄断〕3.ｍｏｎｏｐｏｌｉｓｔｉｃｃｏｍｐｅｔｉｔｉｏｎ〔垄断竞争〕4.ｐｕｒｅｃｏｍｐｅｔｉｔｉｏｎ〔完全竞争〕十三、ｔｈｅｍａｒｋｅｔｉｎｇｒｅｓｅａｒｃｈｐｒｏｃｅｓｓ1.ｄｅｆｉｎｉｎｇｔｈｅｐｒｏｂｌｅｍ2.ｄｅｖｅｌｏｐｔｈｅｒｅｓｅａｒｃｈｐｌａｎ3.ｃｏｌｌｅｃｔｔｈｅｉｎｆｏｒｍａｔｉｏｎ4.ａｎａｌｙｚｅｔｈｅｉｎｆｏｒｍａｔｉｏｎ5.ｐｒｅｓｅｎｔｔｈｅｆｉｎｄｉｎｇｓ十四、ｍａｒｋｅｔｉｎｇｒｅｓｅａｒｃｈａｐｐｒｏａｃｈｅｓ1.ｐｒｉｍａｒｙｒｅｓｅａｒｃｈｍｅｔｈｏｄｓ〔观察调研法〕2.ｆｏｃｕｓ—ｇｒｏｕｐ〔焦点小组〕3.ｓｕｒｖｅｙ〔问询调查法〕4.ｅｘｐｅｒｉｍｅｎｔ〔实验调研法〕十五、ｒｅｓｅａｒｃｈｉｎｓｔｒｕｍｅｎｔ〔调查手段〕1.ｑｕｅｓｔｉｏｎｎａｉｒｅ〔问卷调查〕2.ｍｅｃｈａｎｉｃａｌｄｅｖｉｃｅｓ〔实地调查〕十六、ｃｏｎｔａｃｔｍｅｔｈｏｄｓ〔联系方法〕1.ｔｅｌｅｐｈｏｎｅｉｎｔｅｒｖｉｅｗ2.ｐｅｒｓｏｎａｌｉｎｔｅｒｖｉｅｗ3.ｏｎｌｉｎｅｉｎｔｅｒｖｉｅｗ十七、ｂａｓｅｄｆｏｒｓｅｇｍｅｎｔｉｎｇｃｏｎｓｕｍｅｒｍａｒｋｅｔｓ1.ｇｅｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔地理细分〕2.ｄｅｍｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔人口细分〕3.ｐｓｙｃｈｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔心理细分〕4.ｂｅｈａｖｉｏｒｓｅｇｍｅｎｔａｔｉｏｎ〔行为细分〕十八、ｆｏｕｒｇｒｏｕｐｓｏｆｂｕｙｅｒｓｂｙｂｒａｎｄｌｏｙａｌｔｙ〔用品牌忠诚度来划分的四种类型买者〕1.ｈａｒｄ－ｃｏｒｅｌｏｙａｌｃｏｎｓｕｍｅｒｓ〔坚决专一型〕2.ｓｐｌｉｔｌｏｙａｌｃｏｎｓｕｍｅｒ〔三心二意型〕3.ｓｈｉｆｔｉｎｇｃｏｎｓｕｍｅｒｓ〔见异思迁型〕4.ｓｗｉｔｃｈｅｒｓ(无品牌信仰型)十九、ｂａｓｉｃｓｔｒａｔｅｇｉｃｆｏｒｒｅａｃｈｉｎｇｔａｒｇｅｔｍａｒｋｅｔｓ1.ｕｎｄｉｆｆｅｒｅｎｔｉａｔｅｄｍａｒｋｅｔｉｎｇ〔无差异战略〕2.ｄｉｆｆｅｒｅｎｔｉｅｄｍａｒｋｅｔｉｎｇ〔差异化营销战略〕3.ｃｏｎｃｅｎｔｒａｔｅｄｍａｒｋｅｔｉｎｇ〔集中化营销战略〕4.ｇｌｏｂａｌｔａｒｇｅｔｉｎｇｓｔｒａｔｅｇｙ〔全球营销战略〕二十、the entry modes into foreign markets〔进入国外市场的进入模式〕1.exporting〔出口〕2.licensing 〔许可证贸易〕3.joint venture〔合资企业〕4.foreign direct investment〔对外直接投资〕二十一、standardized and localized marketing mix〔1〕二十二、global marketing organizations1.export department〔出口部门〕2.international division 〔国际分工〕3.a global organization 〔全球化组织〕二十三、model of consumer behavior〔4PS〕消费者行为模型1.economic 〔经济〕2.technological 〔技术〕3.political〔政治的〕4.cultural〔文化〕二十四、psychological factors1.motive2.perception3.learning4.belief5.attitude二十五、three levels of a production〔生产的三个理念〕1．core product〔核心产品〕2. actual product〔实际产品〕3. augmented product〔扩张产品〕二十六、types of consumer products〔几种顾客型产品类型〕1.convenience products〔便利性产品〕2.impulse goods〔冲动性产品〕3.staples〔日常用品〕4.emergency goods〔急用品〕二十七、product mixes〔产品组合〕1.the width of product mix2.the length of a product mix3.the depth of a product nix二十八、four services’characteristics〔四种效劳特征〕1.intangible〔无形性〕2.heterogeneity〔不可分割性〕3.inseparability〔异质性〕4.perishability〔意逝性〕二十九、pricing strategys〔产品策略〕1.Skimming price strategy〔撇脂定价法〕2.Penetration pricing strategy〔渗透定价法〕petitive pricing strategy〔同业定价定价〕三十、four basic types of pricing policies〔四种根本的价格政策类型〕〔4P〕1.Psychological pricing〔心理定价法〕2.Price flexibility〔价格灵活性〕3.Product—line pricing〔产品线定价法〕4.Promotional pricing〔推广定价法〕。
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。
市场营销英语单词完整版
单元一1. marketing mix:营销组合2. market a brand:3. product:产品4. range:范围、幅度5. quality:质量6. branding：品牌化7. reputation：声誉、名望8. support：支持、支撑9. price：价格10. place：渠道11. location：位置，当地12. outlet：批发商店13. accessibility：可接近的，可得到的14. promotion：促销15. promotional mix:促销组合16. promotional tool：促销工具17. TV advertising:电视广告18. talk about:谈论19. people:人20. physical presence：实体存在21. process：处理、方法、步骤22. physical evidence：物证23. tangible：有形的24. launch：发表25. distribution：分布、分配26. delivery：交付（贸易）27. advertising：广告28. direct marketing：直接营销29. customer：顾客30. competitor：竞争者31. premium pricing：保险定价32. special deals：特殊交易单元二1. customer need:顾客需求2. solve a problem：解决问题3. meet these need：满足他们的需求4. cost to user：消费者5. perceive the cost：理解消费、认知消费6. convenience：便利7. convenient：方便的8. make an effort：作出努力9. communication：通讯10. communicate：通讯、传达11. acceptability：可接受性13.acceptable 可接受的14.socially acceptable 可被社会接受的15.fashionable 流行的16.attractive 引人瞩目的17.affordability 可购性18.legally acceptable 法律上可接受的19.accessibility 易接近，可达到20.easy to access 容易得到21.accessible 易接近的22.awareness 认识、意识、明白23.aware of:意识到，知道24.high 高度25.object 目标26.manufacturerd 制造27.high quality 高质量28.bottom end 低档的29.objective 客观的，目标的30.revenue objective 收益目标anizations 组织anize 组织33.distribution method 分配方式34.operations 操作35.promotional operation 促销办法36.attract 吸引37.attention to 对··的注意38.become aware of 使得关心39.create an interest in 创造一个兴趣点40.develop an interest 发展权益41.develop a desire 发展一个愿望42.actively want：积极想要43.prompt action：迅速采取行动44.take steps 步骤第三单元1． Carry out 实施2． SWOT analysis：SWOT分析3． Identifies：识别、确定4． Strength：优势5． Weakness：劣势6． Opportunity：机会7． Threat：威胁8． Internal factor：内部9． External factor：外部10. Exploit:开发11. Build on strength：建立优势12. Anticipate the threat：预料威胁13. Seize the new opportunity：抓住机会14. Address：处理15. Pose a serious threat：提出很大威胁16. Minimize the weaknesses: 最小化劣势17. Under threat from：来自于。
营销方案英语版
Executive Summary:The objective of this marketing plan is to promote "GreenThread," a new eco-friendly fashion brand that offers sustainable and ethical clothing options. The plan outlines strategies to create brand awareness, engage target customers, and drive sales through various marketing channels.I. Introduction:GreenThread is committed to providing high-quality, sustainable fashion that does not compromise on style or comfort. Our products are made from organic materials and produced using eco-friendly practices. This marketing plan aims to position GreenThread as a leader in the eco-fashion industry and attract a loyal customer base.II. Market Analysis:- Market Size: The global eco-fashion market is expected to grow at a CAGR of 8.3% from 2021 to 2028, reaching a value of $74.3 billion.- Target Audience: Our primary target audience includes environmentally conscious consumers, fashion enthusiasts, and individuals interested in ethical fashion.- Competitors: Key competitors include Patagonia, Reformation, and People Tree.III. Marketing Objectives:- Increase brand awareness by 30% within the first year of launch.- Achieve a 15% increase in monthly sales by the end of the second year.- Establish a strong online presence with a minimum of 50,000 followers across social media platforms.IV. Marketing Strategies:A. Product Strategy:- Develop a diverse range of products, including dresses, tops, bottoms, and accessories, made from organic materials like cotton, bamboo, and hemp.- Offer customization options to cater to individual preferences and needs.- Provide a warranty for all products to ensure customer satisfaction.B. Pricing Strategy:- Adopt a premium pricing strategy to reflect the high-quality and sustainable nature of our products.- Offer discounts and promotions during special occasions or for loyal customers.C. Promotion Strategy:1. Social Media Marketing:- Create engaging content to showcase our products and their sustainable features.- Collaborate with eco-conscious influencers to reach a wider audience.- Utilize targeted ads on platforms like Instagram, Facebook, and Pinterest.2. Content Marketing:- Develop a blog to share tips on sustainable fashion, product reviews, and behind-the-scenes stories.- Publish infographics and videos to demonstrate the eco-friendly practices of our brand.3. Email Marketing:- Send regular newsletters to keep subscribers informed about new products, promotions, and sustainability initiatives.- Segment email lists based on customer preferences and purchase history for personalized messaging.4. Influencer Partnerships:- Partner with influencers who align with our brand values to promote our products on their platforms.- Organize giveaways and contests to increase engagement and brand visibility.5. Collaborations and Events:- Collaborate with other eco-friendly brands to create limited-edition collections.- Participate in fashion shows, trade fairs, and sustainability events to increase brand exposure.D. Distribution Strategy:- Establish an online store to offer easy access to our products.- Partner with eco-friendly retailers to expand our physical presence.- Offer free shipping and returns to enhance customer satisfaction.V. Budget Allocation:- Allocate 40% of the marketing budget to digital marketing initiatives.- Allocate 30% to influencer partnerships and content creation.- Allocate 20% to events and collaborations.- Allocate 10% to traditional advertising channels.VI. Performance Metrics:- Monitor website traffic, social media engagement, and conversion rates to assess the effectiveness of our marketing strategies.- Analyze customer feedback and sales data to refine our approach and improve customer satisfaction.VII. Conclusion:This marketing plan aims to establish GreenThread as a leading eco-friendly fashion brand by leveraging various marketing strategies and targeting the right audience. By focusing on sustainability, quality, and innovation, we believe that GreenThread will achieve long-term success in the competitive fashion industry.。
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.。
英文版促销方案范文
英文版促销方案范文Promotion Plan1. Introduction2. Product HighlightTo kick-start the promotion plan, we will focus on highlighting our best-selling products. Through targeted marketing campaigns, we will create product awareness and generate interest among potential customers. One effective approach is to create engaging content such as videos and blog posts that provide in-depth information about the products' features, benefits, and real-life application scenarios. By showcasing the products' value and uniqueness, we aim to convince potential customers to try them out.3. Discount Offers4. Bundle Packages5. Digital Marketing CampaignTo reach a larger audience, we will leverage various digital marketing strategies. This includes using social media platforms such as Facebook, Instagram, and Twitter to create engaging content and interact with potential customers. We will also invest in search engine optimization (SEO) to improve our website's visibility in search engine results. Additionally,targeted online advertising campaigns, such as Google AdWords and sponsored social media posts, will be employed to reach specific demographics and increase brand exposure.6. Loyalty Rewards Program7. Collaboration with InfluencersWorking with influencers is an effective way to promote products and enhance brand credibility. We will collaborate with influencers who have a strong presence in our target market to endorse our products. This can be done through sponsored posts, product reviews, or collaboration videos. By leveraging the influencers' expertise and audience reach, we aim to increase product visibility and gain trust from potential customers.8. Customer Feedback and Reviews9. Monitoring and EvaluationThroughout the promotion plan, we will closely monitor the effectiveness of each strategy employed. Key performance indicators (KPIs) such as sales revenue, website traffic, social media engagement, and customer feedback will be regularly tracked and analyzed. This will allow us to make data-driven decisions and make necessary adjustments to maximize the promotion's impact.。
0 国际市场营销学 (第12版)【美】菲利普 R.凯特奥拉 & 约翰 L.格雷厄姆
需要、欲望和需求
• 需要（needs）人们生理上的某种不足 或短缺的感觉。需要是促使人们生产购 买行为的原始动机，也是市场营销活动 的源泉。 • 欲望（wants）建立在不同的社会经济、 文化和个性等基础之上的需要。 • 需求（demands）建立在一定购买能力 之上的欲望（个性的需要）
产品
• 产品（product）泛指满足人的特定需要 和欲望的商品和劳务。
竞争者
• 竞争者（competitor）是指在同一市场 上，面对相同的服务群体，提供与本企 业相同或类似的产品（或服务）或替代 品的其他行业。
• 竞争者分为：直接竞争者（同行业竞争 者） 和 间接竞争者（共同顾客群竞争者）
企业（市场）营销观念的演进
⒈生产观念（production concept） ⒉产品观念（product concept） ⒊推销观念（selling concept） ⒋市场营销观念（marketing concept） ⒌社会市场营销观念（social marketing concept） ⒍全球营销观念（global marketing concept）
• 科特勒在4Ps理论或6Ps理论的基础上 （战术营销tactic），又加进了4Ps，并 把它们称作 战略营销（strategy）。 • 战略营销4Ps：探查（probing）；分割 （partition）；优先(priority）；定位 （position） • 上述“10Ps”最终还是需要通过第“11Ps” – 员工（people）来具体实施。
科特勒的6Ps理论 和 11Ps理论
• 被誉为“营销之父”的菲利普•科特勒 （Philip kotler）教授在1986年提出6Ps 理论，即所谓“大市场营销”理论。
• 在4Ps的基础之上加进 “权力” （Power）和 “公共关系”（Public relations）
营销方案英文版
营销方案英文版Marketing PlanIntroduction:The marketing plan outlines the strategies, tactics, and goals for promoting and selling a product or service. This plan aims to maximize sales and profitability by effectively reaching the target audience and identifying key marketing activities.Objective:The primary objective of this marketing plan is to increase market share and brand awareness for our product/service in the next 12 months. The specific goals include:1. Increase sales revenue by 20%.2. Expand customer base by 15%.3. Strengthen brand recognition and reputation.Target Market:Our target market consists of urban professionals aged 25-45 who value convenience and quality. They are tech-savvy and have a busy lifestyle, which makes them suitable for our product/service.Marketing Strategies:1. Product Differentiation: Highlight the unique features and benefits of our product/service compared to competitors. Emphasize how our offering meets the specific needs and preferences of our target market.2. Digital Marketing: Develop a comprehensive online presence through social media platforms, website optimization, and digital advertising campaigns. Utilize targeted ads to reach the intended audience and communicate our value proposition.3. Influencer Marketing: Collaborate with influential individuals in our target market to promote our product/service. This includes bloggers, social media influencers, and industry experts who can endorse our brand and connect with their followers.4. Customer Referral Program: Implement a customer referral program to encourage existing customers to refer ourproduct/service to their friends and family. Offer incentives such as discounts or exclusive access to new features as a reward for successful referrals.5. Strategic Partnerships: Establish partnerships with complementary businesses to cross-promote our product/service. For example, collaborate with fitness centers or wellness spas to offer special discounts or bundled packages.Marketing Tactics:1. Social Media Marketing: Develop engaging content for social media platforms such as Facebook, Instagram, and LinkedIn. Regularly post informative and entertaining content that resonates with our target audience. Use hashtags and engage with followers to increase exposure and reach.2. Search Engine Optimization (SEO): Optimize our website forrelevant keywords and phrases to improve organic search rankings. Create valuable and unique content that attracts and engages our target audience. Consider investing in paid search advertising to increase visibility in search engine results.3. Content Marketing: Create and distribute high-quality content that educates and entertains our target audience. This can include blog posts, videos, webinars, and podcasts. The content should be engaging, informative, and relevant to our product/service.4. Email Marketing: Develop a targeted email marketing campaign to nurture leads and retain existing customers. Send personalized and relevant messages that provide value to the recipient. Offer exclusive discounts, promotions, or content to incentivize engagement and conversion.5. Event Marketing: Host or participate in industry events, trade shows, and conferences to increase brand exposure. Distribute promotional materials, provide product demonstrations, and engage with potential customers face-to-face. Collect contact information for follow-up purposes.Budget:The marketing budget for this plan is $200,000. This includes expenses for digital advertising, influencer collaborations, content creation, and event participation. Regular analysis and tracking of marketing activities will be conducted to optimize spending and maximize ROI.Evaluation:Regular monitoring and analysis of key performance indicators will be undertaken to assess the effectiveness and success of marketing efforts. This will include tracking sales revenue, customer acquisition, website traffic, social media engagement, and brand recognition.Conclusion:This marketing plan aims to position our product/service as the preferred choice among our target market. By implementing the outlined strategies and tactics, we are confident that we can achieve our goals of increasing market share, expanding the customer base, and strengthening brand recognition.。
营销话题英文作文带翻译
营销话题英文作文带翻译英文：Marketing is a crucial aspect of any business, and it requires a lot of planning, creativity, and effort. As a marketer, I have learned that there are several key elements to a successful marketing campaign.Firstly, it is important to understand your target audience. This involves researching and analyzing their demographics, interests, and behavior patterns. By doing this, you can tailor your marketing message to resonate with them and increase the chances of conversion.Secondly, creativity is key. In a world where people are bombarded with advertisements, it is important to stand out and grab their attention. This can be achieved through unique and eye-catching visuals, catchy slogans, and engaging content.Thirdly, consistency is crucial. Your marketing message should be consistent across all channels, whether it be social media, email marketing, or traditional advertising. This helps to build brand recognition and trust among your audience.Lastly, measuring and analyzing your campaign's success is important. This allows you to identify what worked and what didn't, and make adjustments for future campaigns.Overall, a successful marketing campaign requires a combination of research, creativity, consistency, and analysis.中文：营销是任何企业的重要组成部分，需要大量的计划、创意和努力。
营销英语术语
营销英语术语1. Target audience: The specific group of individuals or businesses that a marketing campaign is aimed at.2. Branding: The process of creating and promoting a unique image or identity for a product or company.3. Market research: The collection and analysis of data to better understand consumer preferences, behavior, and market trends.4. Market segmentation: Dividing the target audience into smaller, more specific groups based on characteristics such as demographics, psychographics, and buying behavior.5. Advertising: The communication of a product or service through various media channels to promote awareness and persuade consumers to make a purchase.6. Public relations: The practice of managing the spread of information between a company and the public to create and maintain a positive image.7. Sales promotion: The use of incentives, discounts, or special offers to encourage immediate purchase or generate interest in a product or service.8. ROI (Return on Investment): The measure of the profitability ofa marketing campaign or strategy by comparing the costs incurred against the revenue generated.9. Lead generation: The process of identifying and cultivating potential customers who have shown interest in a product or service.10. Content marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, with the ultimate goal of driving profitable customer action.11. Social media marketing: The use of social media platforms to engage with customers, promote products or services, and build brand awareness.12. Influencer marketing: Collaborating with influential individuals or personalities in specific industries or niches to promote products or services to their followers.13. SEO (Search Engine Optimization): The practice of optimizinga website or content to improve its visibility and ranking on search engine results pages.14. Conversion rate: The percentage of website visitors who take a desired action, such as making a purchase or filling out a form. 15. Call to action (CTA): A prompt or instruction that encourages the audience to take a specific action, such as "buy now" or "sign up for our newsletter."。
国际营销英文版(自己亲手整理)
CH11. Definition of MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. 2. Core Concepts of Marketinga. Target Markets ＆Segmentationb. Needs, Wants, and Demandsc. Product or offeringd. Value and satisfactione. Exchange and Transactionsf. Relationships and networksg. Marketing channelsh. Supply Chaini. Competitionj. Marketing Environment 3、 Simple Marketing SystemIndustryMarket（a collection of sellers ） a collection of buyers ）4. Company Orientations(导向) Towards the Marketplace（1）production concept 生产导向 expand resources→ Consumers prefer products that are widely available and inexpensive daily commodities （生活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation→ Consumers favor products that offer the most quality, performance or Innovative features.（reliability ） （speed ）Risky（3）selling concept 销售导向 advertise, promote sales→ Consumers will buy products only if the company aggressively promotes/sells theseproducts. （4）marketing concept 市场导向→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value（a ） the Selling conceptStarting point focus means ends（b ） the marketing Concept6. Evolving Views of Marketing’s roleprofits through sales volume selling and promotionExisting products Factoryprofits through customer satisfactionIntegrated marketingcustomer needss Marketa Marketing as an equal function b. Marketing as more important function. ProductionC.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needse. The customer as the Controlling function and marketing as the integrative function.project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demandneed: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）【Combination of techniques and skills and marketing condition 】➢ Product →Customer Solution （not only Consider the quality, performance, features ofproducts but also brand, related service）➢Price→定价cost of production, profits, demand, competitors.➢Promotion→specific methods used to push customers to buy product（gifts. discount, Coupon）give stimulators➢place→move the product from the manufacturer➢where we buy→retailers （distribution channels）, where the market locatedThe Four Cs➢Convenience for place➢Customer Solution products + services➢Customer Cost customers are more likely to but Products with more convenience➢Communication for Promotion information about the product, company, promotional information（benefits）though media, face-to-face communications9. Customer Satisfactioncustomer Satisfaction →value →benefit ÷cost①increase the benefits and reduce the costs at the same time→technology changeiphone, car②increase the benefits reserve the cost steady at the same time→手机、加量不如价③reserve the benefits and reduce the costs at the same time→促销（New Arrival）④increase the benefits by more than increasing the cost→iphone Plus⑤reduce the cost by more than reducing the benefits10.transaction 交易five Conditions must be satisfied to achieve transaction①at least two parties②each party must have something valve to the other party③each party is capable of the ability of communication and delivery④each party believes appropriate or desirable to deal with other parties→both of them canbenefit from the transaction not a zero Sum game but a win-win gameone winner one loser⑤each party is free to accept or reject the exchange and offer→not much interference（government）11.Scope of market10 terms of entity can be marketeda)Goods产品（physical goods实物）b)Service 服务（insurance, security, medication）c)idea （innovation, creation, new tech, small company with technology sell itself）d)persons （组织人）e)information→Culture related products→movief)property→expensive product(real property不动产house, building)real estate 房地产（persuade to buy real property）financial property（stock、bound债秀、future期货）g)experience体验→theme park、翔伞、真人CSh)event→Olympic games, Expo, Shows, trade fairi)place→scenic sports, cities, countries (investment)j)organization→(universities, hospital，museum）12.Four levels of Competition1)brand competition→company Sees the competitors as other companies offering same products or Services to the Same customers at similar prices大众Vs丰田top and second in sales, same level of salesprice花冠、高夫w迈腾-suv途锐in2)industrial competition→company Sees the competitors as all companies that make the same products 大众VS宝马VS奔驰VS起亚all provide cars, how to compete with othersdesign a new model 向上→辉腾向下→高尔夫（cheap）多品牌竞争大众（斯科达、西雅特）宝马BMW斯莱斯（奥迪、宾利）mini cooper（兰博尼、布加迪）3)form competition→company sees the competitors as all the companies that supply the same services 大众→transportation→motor bike BMW produces motor bike本田、雅马哈、川崎摩托车4)generic Competition→company sees the competitors as all the companies that compete for the same customers＇dollars大众→people→same sun of money 10万（car/house/travel）CH2 Winning Markets: Market-Oriented Strategic planning1.market-oriented strategic planningachieve profits and growth➢objectives→start from the Head office to each division➢resources→money, human resources, capital., raw material.(skilled workers, basic labor)Relations, technology resources, place resources➢skills→Special methods will be used or applied to achieve or realize the objectives➢opportunity→policy（reform and opening up, e-car, government Support, diplomatic relationship）Japanese cars→USA（economical）oil crisisbusiness unit业务单位2.objectivesCorporate and division strategic planningbusiness unit planningthe marketing processproject level planningthe marketing plan3.Strategic-Planning, Implementation and Control ProcessPlanning Implementation Control4.Define the corporate mission→What shoud be done for the company*values: culture of company*competitive Scopes:a)industry Scope→industry or range of the industry in which the company operate美的→家电领城（白色）索尼→电子产品奥克斯空调→车b)products and application scope→the product that company will supply富士康OEM provides services for big companyc)Competence scope竞争力→know the range of technology and other core competence董明珠→空调、电池NEC→TV、laptopapple→iOS, Chips, designingd)market Segment Scope→the type of market or the customersthe company will serve→group of the customers sharing same similaritybased on education, income, age…phones→income，age，sexe)vertical scope 垂直范围→the company have the number of channellevels from raw materials to final products and distnbution→Start with one Company and end in another companyDesigning, manufacturing, resembling, distributingonly cover one industry that they have advantage in apple: design, marketing, never produce raw material, never resemble productsf)geographical scope→range of regions and countries in which the company will operaterestaurant→local5.Establishing Strategic Business Units（SBU）建立战略义务单位*three characteristics of SBU①It’s the Single business, which is separated from the rest of the companyBMW -lots of sections, but it has different business unitsSBU- motorbike②It has it’s own Competitorsmotorbikes of BMW VS雅哈…→摩托③It has its own manager who is responsible for strategic planningand profit, performance管宝马摩托的经理与管宝马汽车的经理是平级的*Sign分配how to sign the resources?to the business unitsin order tohead office must evaluate the performance, profit, potential of the business unit.(重点)The Boston consulting Group＇s Growth Share Matrix矩阵Question Mark➢high market growth rate and low market share➢most business units Start from question mark➢need a lot of money, investment, resources to develop its market shareexpand the production→buy more machines, raw materials, hire more employees, build more factories➢result: not sure they have to think hard whether to continue to pour their money into this or not●Stars(不一定赚钱，甚至还需要继续投资) most shining ones 最需要钱→are the leaders of high market growth rate and high market share→Star was question mark oncealways show great performance in both growth market&market share*Where star makes money？Star不定赚钱公司要继续砸钱以保持优越Star doesn’t necessarily make a profit, the company still need to continuously pour the cash （money）to reserve the high growth rate＆market share●Cash Cow最赚钱impossible to develop quickly→is the former star of slow growth rate and the largest market share→produce a lot of cash for the company*why？1)the largest market share2)higher profit rate利润率→pays the company’s bills Income heavily rely on cash cowit supports＂other business units●Dogs不赚钱，甚到还会亏→are business units with weak market share→in low growth market maybe from cash Cow or question marks→make low profits or even lossSpecific Strategies for each sale (不是一一对比，一个sale可用1-2个strategy）（a）build the object of build strategy is to increase the market share even giving up short-term earning if that purpose of achieving.it is necessary→always need large investmentappropriate for question Marks/ Stars until it becomes star饿了么滴滴、支付宝红包、微信摇一摇→billions dollars for marketing（b）hold to preserve market shareSuitable for strong cash cow→mate sure it can continuouslyAchieve positive cash flow foreign language training young students’ study（c）harvest increase the short-term cash flow regardless of the long-term effect, make sure to make money within a short period of time→don’t care about the futuremaximize the use of the final profitwithdraw the business and get money back quickly reduce the cost input成本下降利润上升→cast flow reboostedSuitable for dog, question mark, weak cash cow马自达内置差一点，价格降一半4）divest剥夺放弃to sell the business because the resources can be better used elsewhere sell stars, question marks to Small company诸基亚手机大公司垃圾是小公司的宝贝Product Life Grade Theory （three stages）（USA→always new products）1) new product Stagenew product will only be produced and sold in the United States because of lag:A. imitation lag 模仿滞后（it takes time for another country to make similar product, long time to copy or imitate train employees）B. demand lag 需求滞后（they have no idea about the product. It takes time to develop a market and create demand）2)maturing stageexport this new product to other developed countries （similar market Condition→income, interest, habit）make the same product in Eu and Japan, sell them to the local market→production cost, transportation cost, better local servicelocalization export↓try to buy the same product from other developed countries→economic choice, manufacture advantages3)standardized stageeven the developing countries can make the same product, have quality control, more manufacture to developing countriesgive up manufacture and buy products*How does the USA reserve its advantage in export? Innovation.CH3 Analyzing Consumer Markets and Buying Behavior**Buying Behavior: Study how individuals and groups, organizationsSelect, buy, we, and dispose of goods, services, ideas or experiences tosatisfy their needs and desires. 1. Simple Response Model （external 外部）↓ ↓sales promotion: discount internal decision advertising based on personalities reference group age, gender government）①Economic ： policy →exchange rateRevaluation of RMB →buy abroadDevaluation of RMB →buy domestic products 贸战②IT →buy online（不针对某品）③political: 萨德，中韩关系break of the relationship④Cultural: culture -related productsHollywood movies, KFC, MCCultural Factors1. Culture is the most foundamental determination of the people’s behavior.When a child grow up in the USA, he/she is exposed to these cultural values: freedom, achievement and success individualism ……（1）freedom ： independence （leave family earlier than in China ）right(do sth. freely ） （2）achievement and success: how much contribution you can make to the society（3）individualism: emphasize on individual characters and seek more individual benefits or rights（4）efficiency and practicability: 效率和实践性trying is encouraged深圳速度→efficiency（5）material comfort物质享受（6）humanitarianism人道主义2. Subculture→each culture consists of smaller subcultures that provide morespecific identification and socialization for their membersnationality国籍racial groups种族geographical region地理位置在美中国人→餐饮、IT黑人→taxi driver白人→businessdo similar things3.Social class→are relatively homogeneous and divisionalthey are hierarchically or deal and their members share similar valves, interests and behavior, show distinct products and brand preference→income, education and occupationPeople in the USA are divided into 7 cases.1)Top class: “upper upper”less than 1％of USA’s population→Social elites who live on inherited wealth, they give large sums to charity and maintain more than one home. They send their children to top Schools.This small group serves as a reference group for others.标杆make contribution to the country表率作用how much you donate this year2)“lower lower＂:more than 7% of the population→people on welfare, visible poverty, Usually out of work and some of them are uninterested in finding a permanent work. most depend on the charity, social aid for income→jobless people, don’t like to workbeg restaurant for basic food, sleep in the park3)lower upperPeople coming up from the middle class who have earned high income or wealth through professions (professional sills→lawyers, dentists, scientists, engineers）or business, they tend to be active in Social and civic affairs.They buy status symbol products （top brands）and hope to be accepted in the “upper upper”about 2% very rich or powerful in politics施瓦辛格→加州州长4）”middle class”: about 32%, average pay, white and blue collar workersthey often buy -popular products （普通商品not very expensive）to keep up with the trend. they believe in spending more money on experiences for their children and aiming them towards college educationWorking class4. personal influence①age and family life Cycle Stage②lifestyle③occupation→economic circumstance④personality& self-concept5. Maslow＇s Hierarchy of NeedsSelf-actualization（setf-development and realization）→top class already achieve recognition Esteem needs（self-esteem,recognition）→receive more respect,recognition(donate,buy, luxuries) Social needs（Sense of belonging, love）→学生不买车买衣服书Reflect social status, buy things belong to the group Safety needs（security-protection）→qualityPsychological needs（food, water, shelter）→quantityCH4 Marketing Channels1. What is marketing channels？→refers to the middle man or intermediaries who are involved in the process of moving the products to the buyers and customers.2. two groups of channels1) merchants→deeply involved in buying and selling. They have to buy the products first and then resell. They have the title(ownership) of goods. They make money by price difference.e.g.: distributor 经销商Whole seller批发商retailer零售商exporter →distributor wholesaler →retailer →Individual customers（生产商）middlemanprice increases a lot2) agents→they do not need to buy the products first, they just help the exporter Search for customers and negotiate with the customers on behalf of the manufacturer.Conclude the deal/ transaction达成交易make money by commission(佣金) given by exporterpercent of the total valuese.g.: broker经纪人→use client’s money find business opportunitymanufacturer’s representativessales agent代理商Q: What kind of the product need relatively longer/ shorter channels?Consuming products 消费品→个人longerindustrial products工业品→公司shorter价格敏感、时间宝费→reduce channels3. advantages of marketing channels1）saving exporter’s money and time→if they want to sell products by themselves, they need to establish large Sales department, hire people which need money2) increasing the sales→sell through channels can achieve more sales because they are professionals. local channels know more about the market3) transferring more attention to manufacturer’s main business→manufact→Save all resources on manufact which they are good at and have advantage, same input different output4) improving the service→the channels can provide better service （presell and aftersell）near the customers and know well宝马→4s店→修车4.jobs and functions of agents1) gather information about the potential and current customers2) develop communication to stimulate the purchasing3) reach an agreement on price and other terms, help manufacturer and buyer conclude a dealcontract, delivery, payment, Insurance4) place orders(下订单)with manufacturer5) finance inventory at different levels 库存管理6）provide service of storage and transportation7) provide for buyer’s payment and bills8) oversee监管the extra transfer of ownership from one organization to another5. Commission for agents*On what kind of circumstance the percentage is big/small？Large, long- term order低many competitors →make Compromisesmall, Short-term order高△del credere→payment6. main considerations for agent selection1) make sure the potential agents are respectable businessmen(good business reputation)2）make sure the potential agents have their own resources to access the customers and government3) make sure the potential agents have well-developed facilities to achieve the goals.经营场所premise，location，places of the business→close to customers（office, well decoration, good transportation）good image vehicle5)make sure the potential agents have a long-term interest in handling exporter’s productswilling to sell the product for a long time very risky, expensive (find, confirm) to frequently change agents potential→affect the image7. different kinds of merchants in the market1) distributor direct buyers on manufacturer, given special rights→top level in channel system excusive selling nighty独家经销商≠专卖店in the specific area, this distributor can controlthe sales, other people have to buy from the distributorfirst and then resell2) consignment distributor委托经销商not necessary for consignment distributor to arrange the payment immediately for the goods they bought, pay after successfully selling them lower risk, arrange payment partially(→more troubles for exporters: more paperwork, but higher profits3) import house进口商行Complete transaction 交易not regular buyer，only buy the products when receiving an order help the customer to purchase4) state-buying organizationstate-owned corporationlarge buying quantitygiven special nights and licensescontrol the exporting and importing in specific areasbuy products through these corporation5)wholesaler批发商large buyer, buy products directly from the exporter if there is no distributorlarge quantity and sell to retailer零售商hope to become distributor6) retailer零售商much bigger than any wholesalere.g. Supermarket Chain store沃尔玛buy from wholesaler or directly from the exporterlarge quantity→have more influence on the manufacturerProducts with their own brand→leave the manufacture to other manufacturers·for small manufacturer·sales will increase, less favorable brand image·for big manufacturer, top brand higher price, sales can’t be guaranteed ·increase the sales volume(销售量)·can’t simply reduce the price which would lower the imageCH5 Marketing Communication→”P”romotion1. marketing communication mix→combination of the major skills and techniques for communicating with the customers.①promotional sub mix: short-term marketing objective→increase the sales within a short period of time→manufacturer has to provide specific information about the products and brands to the customers，provide stimulates and incentives to push the buyer to make a decision to buy the product immediatelyAd.discount, off, gifts coupons P.O.P.= point of purchase(place) given directly at the P.O.P(打折，show, try)可以立马买到②Public relation sub mix :→make more people like your company/ brand·focus on long-term marketing objectives·establish favorable brand image or reputation in the market·provide information about the company history, story of the leader - background ·noncommercial media：news, report, documentary→don’t have to payIntel→computer chips CPUAMD→second largest Computer chips manufacture through news (provide scholarship and position for graduates in Suzhou University)(merge with ATI)2. Consideration for marketing communication selection1) product characteristic→different products need different communicationsconsuming products: heavy advertisements, sales promotionindustrial products: personal selling2) marketing objectives→long/short term3) marketing environment→location, culture, political policy, law4) targeted audience→find customers who have the same interest hit the customers who are likely to be persuaded, and final communication is the budget and whether it is acceptable3. Specific techniques and media can be used for the marketing communication1) personal Selling:most efficient way→persuade the buyerhigh success rate but low efficiency 效率低limited coverageface-to-face talking：①give detailed information②Customers achieve more attention③get feedback and response which can be handled immediately*useful for large buyer& expensive products2) special trade presslike magazines, with limited readers, people work in specific industry, more likely to be persuaded and interested in companies introduced in the special trade presse.g.纺织品出版物3）direct advertising（sales literature and direct mail）有联系Sales literature：pointed materials （e.g. pricelist. Brochure. catalogue）it will be given directly to the customersprovide detailed information readers will catch information at their Conveniencehow to? through personal selling, trade fairs, direct maildirect mail: samples （used for confirming the quality of the product）(buyer’s sample -ask manufacturer to produce similar product)gifts （improve the relations with customers）mass media pros: large coverage variety of choicescons: expensivee.g. radio: popular, used when other media are not availablespoken language with music backgroundnewspaper: economic choice, limited coverage, select geographically（local restaurant→local newspaper）relatively detailedInformation, word description and picturesBillboard: improve brand familiarity 品牌熟悉度by repeating many timesmagazine: high-quality photos, more impressive, focus customers with common interest, football magazines( football fans players)。
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。
英文版营销PPT
1-4
Chapter Roadmap
What Do We Mean by “Strategy?” Strategy and the Quest for Competitive Advantage Identifying a Company’s Strategy Why a Company’s Strategy Evolves Over Time A Company’s Strategy Is Partly Proactive and
without a rudder.”
Joel Ross and Michael Kami
Chapter Learning Objectives
1. Understand the role of business strategies in moving a company in the intended direction, growing its business, and improving its financial and market performance.
Display corporate responsibility and environmental sustainability
Control costs of opening new stores
Promote customer-friendly service and enhance store ambience by making Starbucks a great place to work
英文版营销方案
英文版营销方案Marketing PlanIntroduction:In today's highly competitive marketplace, effective marketing is essential in order for a company to succeed. This marketing plan outlines a comprehensive strategy to promote our company and increase brand awareness. By implementing this plan, we aim to attract new customers and retain existing ones, ultimately driving sales and revenue growth.Target Market:Our target market consists of young professionals and families in urban areas. They value quality and convenience, and are willing to pay a premium for products that align with their lifestyles. We will also target individuals who are environmentally conscious and prefer sustainable, eco-friendly products.Objectives:1. Increase brand awareness by 20% within the next 6 months.2. Increase customer base by 15% within the next year.3. Grow sales by 10% within the next quarter.Marketing Strategy:1. Product Differentiation:We will focus on highlighting the unique features and benefits of our products that set us apart from competitors. Our products are designed with innovation, sustainability, and functionality in mind. By emphasizing these factors in our marketing campaign, we canposition ourselves as a premium and reliable option for our target market.2. Integrated Marketing Communications:We will utilize a variety of marketing channels to reach our target audience effectively. This includes:a. Digital Marketing: Implementing Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and social media marketing to generate online visibility and engagement.b. Email Marketing: Developing personalized email campaigns to nurture leads and drive customer retention.c. Influencer marketing: Collaborating with influencers who align with our brand values to reach a wider audience and boost brand credibility.3. Events and Sponsorships:We will participate in industry-related events and sponsor relevant community initiatives. This will help us network with potential customers and gain exposure to a larger audience. Additionally, we will offer product demonstrations and host workshops at these events to showcase the quality, functionality, and environmental benefits of our products.4. Customer Loyalty Program:To retain existing customers and encourage repeat purchases, we will implement a customer loyalty program. This program will offer rewards for each purchase made, exclusive offers, and personalized product recommendations. By incentivizing repeat business, we can foster customer loyalty and create brand advocates.5. Public Relations:We will actively engage in public relations efforts by leveraging media opportunities. This includes submitting press releases to relevant publications, collaborating with journalists for feature articles, and sharing success stories or customer testimonials. By establishing a positive public image and generating positive buzz, we can increase brand credibility and attract new customers. Measurement and Evaluation:To track the success of our marketing efforts, we will use key performance indicators (KPIs) such as:- Social media engagement: Measuring the number of followers, likes, comments, and shares.- Website traffic: Monitoring the number of unique page views, time spent on the site, and bounce rate.- Sales revenue: Analyzing the sales figures and evaluating the impact of marketing campaigns.- Customer feedback: Collecting feedback through surveys or reviews to understand customer satisfaction and address any areas for improvement.Conclusion:By implementing this marketing plan, we aim to increase brand awareness, attract new customers, and drive sales growth. Our strategic approach will focus on product differentiation, integrated marketing communications, event participation, customer loyalty programs, and public relations efforts. By measuring and evaluating the success of our marketing campaigns, we can makedata-driven decisions and continuously refine our strategies to achieve our objectives.。
英文邮件营销范文
英文邮件营销范文以下是一封英文邮件营销范文，供您参考：Subject: Special Offer for Our Valued Customers!Dear [Customer Name],We hope this email finds you well. We wanted to take a moment to reach out and share a special offer we have just for you!As a valued customer, you are always at the forefront of our minds. To show our appreciation, we are offering a limited-time discount on all of our products. This exclusive offer is only available for a few days, so act quickly to take advantage of it!Here's how you can claim your discount:1. Visit our website at [Website URL] and浏览 our extensive range of products.2. Select the items you would like to purchase and add them to your cart.3. Enter the code [Discount Code] at checkout to apply the discount.4. Complete your purchase and we will ship your order right to your doorstep.This offer is valid until [Expiration Date] so don't miss out on this great opportunity to save! We hope you will take advantage of this special treat and continue to shop with us for all of your needs.Thank you for your patronage and we look forward to serving you in the future.Best regards,[Your Name][Your Position][Your Contact Information]。