市场营销管理手册英文版
2020年(服装销售管理)服装市场营销中英文版
（服装销售管理）服装市场营销中英文版Fashion sportswear s investigation report1.Table of Contents2.abstract3.general introduction1.1 background1.2 aim and objectives4.scope of study and methodology5.The body of research6. main statistical result7.analysis by synthesis8.conclusion and proposalAppendix one:questionnaire Appendix two: questionnaire pictureAbstract:Along with the socio-economic development, the apparel industry has been booming, while younger fashion consumer groups attracted more and more attention. (Young, hip consumers refers to between the ages of 15 to 35 years old Demand for garments with a strong conditions but the economic are not very enough groups, generally are college students or just into the society's inauguration) As the younger fashion consumer groups, making it different from other societies the consumption psychology and behavior of consumers. They have advanced consumer attitudes, but restricted by its economic strength. Strong consumer demand, it will make them appear irrational consumption or some other consumer issues. Thus, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.general introduction ：1.background，aim and objectivesIn order to understand the young, hip consumers demand for clothing, as well as young, hip consumers perception of clothing, what needs to be improved, through clothing to young, hip consumers consumer survey and research, we can grasp the new trend in consumption.2, research topic----young fashion consumers for investigation of smart casual clothing.I hope that through this study to know the younger fashion consumer demand for stylish casual wear. Such as the product, series, pricing, channel marketing needs. Consumers like what kind of products, such as color, fabric, pricing and promotions and other preferences.scope of study and methodology:(A) the scope of sampling this survey targeted at school students and the school-age population (b) sampling survey taken a hierarchical scale of non-probability sampling methods (c) the survey methodology consumer survey questionnaire and interview survey (d) investigations number: 50.The body of research:Of which I am the younger fashion consumer groups (15-35) clothing market research, survey number 50. Waste volume 1 (2%). This report will be investigated in accordance with the questionnaire analysis of the classification of occupations. Type: class a student 36% a total of 18 people. White-collar class b 20% a total of 10 people. Class c service 28% a total of 14 people. Class d 14% a total of 7 people. This youthful group, our investigation will have no small gains.Now, below to see our survey results:1.Proportion of men and women2.Monthly basic living expenses3.Average monthly on clothing consumption.On clothes each semester spent most of the girls and boys from 301 to 500 Yuan, but within each price range there is still a difference: When you spend less than 300 yuan, the proportion of boys than girls; spent 300 yuan and above, the proportion of boys than girls. Visible in the overall consumption level in much the same circumstances, girls in spending on clothing has been lower than for boys.4.Preference type brand clothingData can be seen, this type of consumer preference sports apparel and leisure class dress.And after my investigations, in addition to work, the consumer groups very little clothing to choose a career.5.Favorite fashion styleCan be seen through the data, consumer groups like the European and American avant-garde style with more people, they like the atmosphere, highlighting the personalities and fashion clothing.Favorite clothing brand6.Below, I will do it through different occupational classification analysis.First of all we will be occupations to students involved in a specific analysis of the questionnaire. Specific analysis are as follows:Occupation: student (a total of 18 people age range 18-24 years)Forms can be intuitively seen students shopping for 4-10 times per month.College life with relative ease, so more students ' time.More time is spent shopping is also relatively.At this point can be seen most students can accept clothing priced below 300 yuan, for students, garment prices should be set at around 300, priced relatively easy for students to take and bring about a deal, increasing the turnover rate.General student selection can be seen around the Foreign trade and leisure store, hypermarket or online store,fashion clothing store to purchase objects for students should not be the store décor look on luxuries.Not need priced very high place set up shop, founded his own clothing store also opened up online sales channel.Through forms and research indicate that most students lack of trust tothe net purchase, buy cheap online prices are very attractive of them to spend,and because of the postage would prompt them to buy more for postage purposes.It can be speculated that clothing styles for students is diverse. But lots of personality, atmosphere's clothing is more preferences.Students favorite brands are not thesame, the brand is the brand of choice for most students to take, however, questionnaire investigation they learned that most of the students liked the brand, but they will not buy, because there is no purchasing power. Better not to do something for the students ' clothing sales price is not easy to let students accept brand. Most of the students are still talking about, relatively easy to accept is modestly priced mass brands 。
市场营销部工作管理手册
市场营销部工作管理手册第一章：组织架构1.1 公司市场营销部的职责和目标公司市场营销部的主要职责是负责制定和执行市场营销策略，实现公司销售目标和市场份额的增长。
市场营销部的目标是提高品牌知名度，拓展市场占有率，并促进产品的销售和客户满意度的提高。
1.2 部门职能市场营销部的职责包括：- 分析市场和竞争对手，制定市场调研计划和竞争分析报告；- 确定公司的目标市场和目标群体，并制定营销策略和计划；- 组织和推广公司的品牌形象，包括品牌推广、广告策划和公关活动等；- 负责市场推广活动的策划和执行，包括线上和线下的广告、促销和活动等；- 跟进销售业绩，与销售团队合作，制定销售目标和销售计划。
1.3 部门组织架构公司市场营销部的组织架构主要包括市场部经理、市场策划部、市场推广部和市场调研部。
市场部经理负责领导市场营销部的工作，制定市场策略和计划，并协调各部门之间的合作。
市场策划部负责市场调研和市场分析，制定市场策略和目标。
市场推广部负责品牌推广和活动策划执行。
市场调研部负责跟踪市场和竞争对手的信息，提供市场数据和分析报告。
第二章：工作流程2.1 营销策划流程2.1.1 市场调研市场调研部根据公司的发展需求，进行市场调研和竞争分析，为市场策划部提供市场数据和分析报告。
2.1.2 市场策划市场策划部根据市场调研报告和公司的战略目标，制定市场营销策略和计划。
策划部与各部门合作，确定目标市场和目标群体，并制定相应的市场推广策略。
2.1.3 品牌推广市场推广部根据市场策划部的要求，负责品牌形象的推广工作，包括广告策划、媒体购买、公关活动等。
推广部负责与广告代理公司和媒体合作，确保广告宣传效果。
2.1.4 销售推广市场推广部与销售团队合作，制定销售目标和销售计划。
推广部负责制定促销活动和销售推广方案，并与销售团队合作，推动销售业绩的提升。
推广部还负责评估销售活动的效果和市场反馈，及时调整和优化推广策略。
2.2 工作协作流程市场营销部与其他部门的协作流程如下：2.2.1 与研发部门的协作市场营销部与研发部门合作，了解产品特点和市场需求，提供市场信息和竞争分析报告，以便研发出更具竞争力的产品。
市场营销方案全英语版
市场营销方案全英语版Marketing Plan1. Executive SummaryThe purpose of this marketing plan is to outline the strategies and tactics that will be implemented to promote and sell our products in the market. This plan aims to increase brand awareness, attract new customers, and ultimately boost sales and revenues. The target market for our products is predominantly English-speaking consumers, and therefore, this marketing plan will be presented in English.2. Market Analysis3. Target MarketBased on the market analysis, our primary target market is English-speaking consumers aged between 18-35. This demographic typically consists of students, young professionals, and technology enthusiasts who are open to trying new products and are active on social media platforms. The secondary target market includes individuals aged 35-50 who are interested in innovative and quality products.4. Marketing ObjectivesThe following marketing objectives have been set for this plan:- Increase brand awareness by 20% within the first six months.- Generate a 15% increase in sales within the first year.- Expand the customer base by 10% annually.- Obtain a customer satisfaction rating of 90% or above.5. Marketing Strategiesa. Social Media Marketing: Develop a strong presence on popular social media platforms such as Facebook, Instagram, and Twitter. Regularly post engaging content, share product updates, and interact with customers to build brand loyalty and attract new followers.b. Influencer Marketing: Collaborate with influential bloggers and social media personalities in the target market to promote our products through sponsored posts, reviews, and giveaways.c. Content Marketing: Create informative and entertaining blog articles, videos, and infographics that highlight the benefits and features of our products. Optimizing content for search engines will help attract organic traffic to our website.e. Public Relations: Develop relationships with journalists, bloggers, and industry influencers to secure media coverage and mentions. Press releases will be distributed to relevant media outlets to generate buzz about our products.6. Marketing Tacticsa. Product Launch Event: Organize a grand launch event for our new product, inviting media, influencers, and potential customers. This event will showcase the features, benefits, and unique selling points of the product.b. Giveaways and Contests: Conduct regular online giveaways and contests on social media platforms to engage customers and encourage them to share our brand with their networks. This tactic will help increase brand recognition and viral reach.d. Customer Referral Program: Implement a customer referral program that rewards customers who refer their friends andfamily to purchase our products. Rewards may include discounts, free products, or exclusive offers.e. Online Advertising: Run targeted online advertising campaigns on platforms such as Google AdWords and social media sites. This will help increase brand visibility, drive website traffic, and reach potential customers who are actively searching for similar products.7. Financial ProjectionsDetailed financial projections will be created to estimate the costs associated with implementing the marketing strategies and tactics outlined in this plan. This will include budgets for social media advertising, influencer collaborations, contentcreation, events, and other marketing initiatives. Revenue forecasts will be based on historical data, market trends, and anticipated customer acquisition rates.8. Monitoring and EvaluationRegular monitoring and evaluation of the marketingstrategies will be conducted to determine their effectiveness. Key performance indicators such as website traffic, social media engagement, sales conversions, customer feedback, and return on investment will be tracked and analyzed. Based on the results, adjustments and improvements to the marketing plan will be made as necessary.Conclusion。
市场营销策划方案英文版
市场营销策划方案英文版1. Executive SummaryThis marketing planning proposal is designed to outline the strategic direction and tactics for a marketing campaign. The objective of this proposal is to increase brand awareness, attract new customers, and drive sales for the company. This proposal outlines a comprehensive marketing strategy including market analysis, target audience identification, goals, objectives, budget, and tactics.2. IntroductionCompany XYZ is a leading provider of consumer electronics with a wide range of products including smartphones, tablets, and smart home devices. Despite having a strong presence in the market, the company is facing increased competition and a decline in sales. This marketing planning proposal aims to reverse this trend and regain market share.3. Market AnalysisA thorough market analysis is necessary to identify the target audience and understand their needs and preferences. The analysis includes studying the current market trends, analyzing competitors' strategies, and identifying the strengths and weaknesses of the company.4. Target Audience IdentificationBased on the market analysis, the target audience for the marketing campaign is identified as tech-savvy millennials and young professionals aged 18-35. This segment is highly active on social media platforms and values brands that offer innovative and high-quality products.5. Goals and ObjectivesThe primary goal of this marketing campaign is to increase brand awareness and enhance brand image among the target audience. The objectives include:- Increase overall sales by 15% within the next six months.- Increase brand awareness by 20% among the target audience within the next three months.- Increase customer engagement on social media platforms by 50% within the next three months.6. Marketing StrategyThe marketing strategy revolves around three main pillars: social media marketing, influencer partnerships, and experiential marketing.6.1 Social Media MarketingA comprehensive social media marketing plan will be executed to reach and engage with the target audience. This includes creating and optimizing social media profiles, developing a content calendar with relevant and engaging posts, and running targeted advertising campaigns.6.2 Influencer PartnershipsPartnering with influencers is an effective way to reach the target audience and gain credibility. Key opinion leaders in the consumer electronics industry will be identified and engaged to promote the company's products through sponsored content and product reviews.6.3 Experiential MarketingCreating immersive experiences for potential customers is crucial in showcasing the products' features and benefits. This can be achieved through pop-up stores, product launch events, and interactive demonstrations in high-traffic areas.7. Budget AllocationA detailed budget allocation plan is essential to ensure efficient spending of marketing resources. The budget will be divided as follows:- Social media marketing: 40%- Influencer partnerships: 25%- Experiential marketing: 20%- Miscellaneous expenses: 15%8. Measurement and EvaluationTo monitor the effectiveness of the marketing campaign, key performance indicators (KPIs) will be established. These include but are not limited to sales growth, website traffic, social media engagement, and customer feedback. Regular monitoring and analysis of these KPIs will guide future marketing decisions and help evaluate the campaign's success.9. ConclusionThis marketing planning proposal provides a comprehensive strategy for XYZ Company to improve brand awareness, attract new customers, and drive sales. By leveraging social media marketing, influencer partnerships, and experiential marketing, the company can successfully engage with the target audience and achieve its goals and objectives. With proper monitoring and evaluation, adjustments can be made to optimize the campaign and ensure long-term success.。
市场营销管理手册英文版
Consumers will buy products only if the company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
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加强自身建设，增强个人的休养。2020年11月8日上 午9时7分20.11.820.11.8
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Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
Marketing 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. - Philip Kotler (p. 7)
市场营销第十四章(英文)
14-30
VIDEO CASE 14
MALL OF AMERICA: SHOPPING AND A WHOLE LOT MORE
14-31
VIDEO CASE 14
MALL OF AMERICA
1. Why has Mall of America been such a marketing success so far?
Multichannel Retailers
14-21
Mall of America TV Ad
LO4
What type of store location?
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LO4
RETAIL PRICING
Retailing Mix
Original Markup
Gross Margin
Maintained Markup
Markdown
14-19
RETAILING STRATEGY
LO4
RETAIL PRICING
Everyday Low Pricing (EDLP) Everyday Fair Pricing Benchmark or Signpost Items Off-Price Retailing
14-14
LO3
NONSTORE RETAILING
Automatic Vending
Direct Mail and Catalogs
14-15
LO3
NONSTORE RETAILING
Television Home Shopping
管理咨询工具SME实用手册中英文版
最新资料，WORD文档，可下载编辑！SME实用手册SME Manual本手册指在帮助中小企业所有人在自己企业内建立操作手册。
The manual is designed to assist SME owners to implement an operations amnaul within their business.目录TABLE OF CONTENTS概述OVERVIEW ..................................................................... 经营手册Operations Manual .......................................................... 企业概述Business Overview .......................................................... 人力资源管理HUMAN RESOURCE MANAGEMENT .............................................. 雇佣政策Employment Policies ........................................................ 员工记录Team Member Records ........................................................ 招聘和选拔Recruitment and Selection ................................................ 业绩管理Performance Management ..................................................... 培训Training ....................................................................... 沟通和激励Communication and Motivation ............................................. 职业健康和安全Occupational Health and Safety ....................................... 客户服务CUSTOMER SERVICE ........................................................... 服务标准Service Standards .......................................................... 顾客选择Customer Selection ......................................................... 顾客反馈Customer Feedback .......................................................... 市场营销MARKETING .................................................................. 企业识别Corporate Identity ......................................................... 战略营销Strategic Marketing ........................................................ 公共关系Public Relations ........................................................... 采购和存货管理PURCHASING AND STOCK MANAGEMENT ...................................... 采购Purchasing ..................................................................... 存货管理Stock Management ........................................................... 行政管理ADMINISTRATION ............................................................. 电话、信息和电子邮件Telephone, Messages and Email .................................. 邮件和重要信函Mail and Couriers .................................................... 计算机和互联网Computers and the Internet ........................................... 安全Security ....................................................................... 会计ACCOUNTING ................................................................... 应付账款Creditors .................................................................. 应收账款Debtors .................................................................... 银行往来账Bank Accounts ............................................................ 固定资产Fixed Assets ............................................................... 领导能力LEADERSHIP .................................................................概述OVERVIEW经营手册Operations Manual经营手册的目的Purpose of the Operations Manual本经营手册旨在提供必要的资源, 以帮助员工改进工作表现, 并帮助企业达成目标。
销售管理制度英文
销售管理制度英文1. IntroductionSales management is the process of developing a sales force, coordinating sales operations, and implementing sales techniques that allow a business to consistently hit, and even surpass, its sales targets. A sales management system is essential for organizing and managing sales activities, enabling businesses to ensure that their sales teams are working efficiently and effectively.In this document, we will outline the key components of a comprehensive sales management system and discuss the best practices for implementing and managing such a system.2. Components of a Sales Management SystemA successful sales management system should encompass the following key components:2.1 Sales PlanningSales planning involves setting sales targets, formulating sales strategies, and developing a sales plan to achieve the desired targets. This includes market analysis, evaluating the competition, and identifying sales opportunities.Sales planning should also involve setting individual sales targets for each salesperson, based on the overall sales targets and the potential of each sales territory.2.2 Sales OrganizationThe sales organization component of the system involves structuring the sales force in a way that allows for efficient sales operations. This includes defining the sales roles and responsibilities, establishing a sales hierarchy, and assigning sales territories.It is also important to establish clear communication channels within the sales organization to ensure effective coordination and collaboration among the sales team members.2.3 Sales ProcessThe sales process component involves defining the step-by-step process that the sales team follows to identify, qualify, and close sales opportunities. This includes creating a standardized sales process that all sales team members can follow, as well as defining the key stages in the sales pipeline.The sales process should also include guidelines for lead generation, lead qualification, product demonstration, negotiation, and closing the sale.2.4 Sales Training and DevelopmentSales training and development are essential components of a sales management system, as they enable the sales team to acquire the knowledge and skills required to succeed in their roles. This includes providing initial sales training to new hires, as well as ongoing training to help the sales team keep up with the latest sales techniques and best practices.Sales training and development should also involve coaching and mentoring for individual sales team members to help them improve their performance.2.5 Sales Performance ManagementSales performance management involves setting performance targets for the sales team, monitoring performance against these targets, and providing feedback and recognition to encourage improvement. This includes establishing key performance indicators (KPIs) for measuring sales performance, as well as conducting regular performance reviews and providing rewards and incentives for top performers.2.6 Sales TechnologySales technology plays a crucial role in a sales management system, as it enables the sales team to automate and streamline sales processes, as well as gain insights into customer behaviors and preferences. This includes using customer relationship management (CRM) software, sales automation tools, and analytics software to support the sales team in their activities.3. Best Practices for Implementing a Sales Management SystemTo successfully implement and manage a sales management system, businesses should follow these best practices:3.1 Align Sales and Business ObjectivesThe sales management system should be aligned with the overall business objectives, and sales targets should be set in accordance with these objectives. This involves communicating the business objectives to the sales team and ensuring that their sales targets support these objectives.3.2 Invest in Sales Training and DevelopmentInvesting in sales training and development is essential for equipping the sales team with the necessary knowledge and skills to perform their roles effectively. This involves providing ongoing training and coaching to help the sales team improve their performance and stay updated on the latest sales techniques.3.3 Embrace Sales TechnologyEmbracing sales technology is crucial for streamlining sales processes, gaining insights into customer behaviors, and improving sales team productivity. This involves investing in CRMsoftware, sales automation tools, and analytics software to support the sales team in their activities.3.4 Monitor Sales PerformanceMonitoring sales performance against targets is essential for identifying areas of improvement and providing feedback to the sales team. This involves setting KPIs for measuring sales performance, conducting regular performance reviews, and providing rewards and incentives for top performers.3.5 Foster a Culture of Accountability and CollaborationFostering a culture of accountability and collaboration within the sales organization is crucial for ensuring that the sales team works together to achieve their targets. This involves setting clear expectations and holding the sales team accountable for their performance, as well as encouraging collaboration and teamwork among the sales team members.4. ConclusionA comprehensive sales management system is essential for organizing and managing sales activities, enabling businesses to ensure that their sales teams are working efficiently and effectively. By implementing the key components of a sales management system and following the best practices for implementation, businesses can improve their sales performance and achieve their sales targets consistently.。
市场营销知识培训(英文版)
市场营销知识培训(英文版)Market marketing knowledge training is an essential component for businesses to succeed in today's competitive market. In this training, participants will gain a deep understanding of various marketing concepts and strategies that can be implemented to attract and retain customers, increase sales, and enhance brand awareness. The following are some key topics that will be covered in this training:1. Market Analysis: Participants will learn how to conduct a comprehensive analysis of the market, including understanding customer needs and preferences, identifying target markets, and analyzing competitors. This knowledge will enable businesses to develop effective marketing strategies that resonate with their target audience.2. Product Development: This training will equip participants with the skills to develop products that meet customer expectations and provide value. It will cover the process of product ideation, prototyping, testing, and launch, as well as strategies for product differentiation and positioning.3. Branding and Brand Management: Participants will gain insights into the importance of branding and its impact on customer perception and loyalty. They will learn how to create a strong brand identity, develop brand positioning strategies, and effectively manage and protect their brand reputation.4. Marketing Communication: This section will focus on the various marketing communication channels and strategiesbusinesses can use to reach their target audience. Participants will learn how to develop integrated marketing campaigns, utilize traditional and digital marketing channels, and measure the effectiveness of their communication efforts.5. Customer Relationship Management: Building and maintaining strong customer relationships is crucial for business success. This training will provide participants with the knowledge and skills to develop customer-centric strategies, personalize customer experiences, and implement effective customer retention programs.6. Pricing and Distribution Strategies: In this section, participants will understand the importance of pricing and distribution strategies and their impact on sales and profitability. They will learn how to determine the right pricing strategies, set pricing objectives, and manage pricing conflicts. Additionally, they will gain insights into various distribution channels and how to effectively manage channel partners.7. Digital Marketing: With the increasing importance of digital channels, this training will cover the fundamental principles of digital marketing. Participants will learn about search engine optimization (SEO), social media marketing, content marketing, email marketing, and pay-per-click advertising. They will gain practical knowledge on how to leverage these digital strategies to drive website traffic, generate leads, and improve conversion rates.8. Marketing Metrics and Analytics: To measure the success of marketing efforts, participants will learn how to collect, analyze, and interpret marketing data. They will gain insights into variousmarketing metrics and how to develop meaningful reports to evaluate the effectiveness of marketing campaigns and make data-driven decisions.Through this market marketing knowledge training, businesses can empower their marketing teams with the necessary skills and knowledge to develop and execute effective marketing strategies. Participants will gain a competitive edge in the market by understanding customer needs, creating strong brands, utilizing various marketing communication channels, and leveraging digital marketing strategies. This training will ultimately contribute to achieving business objectives and driving long-term success.9. Market Segmentation: Participants will learn about the importance of market segmentation and how to effectively divide the market into distinct segments based on factors such as demographics, psychographics, and behavior. They will understand the benefits of targeting specific customer segments and how to tailor marketing strategies accordingly.10. Marketing Research: This section will cover the fundamentals of marketing research, including the process of gathering and analyzing data to gain insights into customer behavior and preferences. Participants will learn different research methods and techniques, such as surveys, interviews, and focus groups, to gather reliable and accurate data.11. Competitive Analysis: In order to stay ahead in the market, businesses need a thorough understanding of their competitors. This training will teach participants how to conduct a comprehensive competitive analysis, including assessingcompetitor strengths and weaknesses, analyzing their marketing strategies, and identifying potential opportunities for differentiation.12. Marketing Budget and ROI: Participants will gain insights into budgeting for marketing activities and how to allocate resources effectively. They will learn how to develop a marketing budget based on business objectives, track and measure marketing expenses, and calculate return on investment (ROI). This knowledge will enable businesses to make informed decisions about their marketing spend.13. Customer Behavior Analysis: Understanding customer behavior is crucial for businesses to develop effective marketing strategies. Participants will learn about consumer decision-making processes, factors influencing purchasing decisions, and customer journey mapping. This knowledge will help businesses create targeted marketing messages and experiences that resonate with their target audience.14. International Marketing: In today's globalized world, businesses need to understand the dynamics of international markets. This training will cover the key considerations and challenges of international marketing, including cultural differences, market entry strategies, and adapting marketing campaigns to different regions and countries.15. Sustainable Marketing: Sustainability is becoming increasingly important for both businesses and consumers. Participants will learn about the concept of sustainable marketing and how tointegrate environmental and social considerations into their marketing strategies. They will explore sustainable product development, green marketing tactics, and ethical marketing practices.16. Crisis Management and Public Relations: In the event of a crisis or negative publicity, businesses need to have a robust crisis management and public relations strategy. Participants will learn how to effectively manage crises, handle customer complaints, and maintain a positive brand reputation in challenging situations.17. Marketing Ethics: Ethical considerations play a vital role in marketing decision-making. This training will discuss ethical issues in marketing, such as deceptive advertising, privacy concerns, and responsible data collection. Participants will learn how to develop ethical marketing strategies that align with business values and maintain customer trust.18. Innovation in Marketing: To stay competitive in the market, businesses need to continuously innovate their marketing strategies. Participants will explore emerging trends and technologies in marketing, such as artificial intelligence, virtual reality, and influencer marketing. They will learn how to leverage these innovations to create engaging and impactful marketing campaigns.19. Marketing Strategy Implementation: Developing a marketing strategy is only the first step; effective implementation is crucialfor success. Participants will learn how to develop an implementation plan, set clear objectives and action steps, allocate resources, and monitor progress. They will gain insights intocommon challenges in strategy execution and how to overcome them.20. Case Studies and Practical Exercises: Throughout the training, participants will have the opportunity to analyze real-life case studies and engage in practical exercises. This hands-on approach will enable them to apply the concepts and strategies learned and develop critical thinking and problem-solving skills.In conclusion, market marketing knowledge training provides businesses with the necessary skills and knowledge to succeed in today's dynamic and competitive market. From market analysis and product development to branding, digital marketing, and customer relationship management, participants will gain a comprehensive understanding of various marketing concepts and strategies. This training will empower businesses to drive growth, enhance customer satisfaction, and achieve long-term success in the marketplace.。
营销常用英文手册
英文缩写展开及翻译的整理日常使用类：KPI——Key Performance Indication关键业绩指标DPI——Day Performance Indication日业绩指标MIS——Management Information System信息管理系统CRC——Customer Record Card 客户销售记录OJT——On Job Training市场协同作业Back Check——市场查核Routine Call——路线拜访Price of——降价Reference——参考DMS——data management system数据管理系统EDMS——electric data management system电子数据管理系统Instant Noodles——即食面Workshop——专题讨论会,研讨会Total——总数;合计Food——食品Non-Food——非食品Instant Noodles——速食面AC-niesen——市调数据MAT——moving annual today 从当月回推一年SMART原则——目标订定的原则S(Specific)具体的，明确的；M(Measurable)可衡量的；A(Attainable);可达到的；R(Relevant)相关性；T(Time-based)明确的截止时间PDCA——管理循环P(Plan)计划D(do)执行C(Check)检核A(Action)改善职务名称类：SD——sales director 销售总监SM——sales Manager 销售经理SOM——Sales Operation ManagerTM——trade marketing 通路企划MOM——Marketing Operation Management （地方营运主管）MO——Marketing Operation 地方推广专员（以前的MS）BM——Brand Manager品牌经理（品牌主管）ABM——Assistance Product Manager助理品牌经理（产品人）直营常用类：FMCG——fast moving consume goods 快速消费品Trading Term——商业合约Monthly Rebate——月返：每月不因销售金额大小给与客户的无条件的返利折扣，通称月返Data Sharing/Information Free——资讯费：因客户要求各项销售数据或订单传输及对账单等资料提供费，也称讯息费New Store Open Free——新店开店赞助费Incentive Rebate——年返：每年双方因销售目标金额大小给与客户的有条件返利，通称年返Direct Mail Free——海报费:因促销商品讯息刊登在客户的海报上收的费用Display Free——陈列费Listing Free——新品费：新品项上架费用也可称条码费Net Costing——净成本=进货价格-促销折扣Initial Margin——前毛利=（售价-进货成本）/售价RSP——Retail Selling Price 产品贩售价格PP——Promotion Price 促销时的售价EDLP——Every Day Low Price 每日低价平价Revenue——销售额Net Sales——销售净额=扣除退货的未税金额GM——Gross Margin毛利CM——Commercial Margin商业利润IM——Initial Margin 前毛利BM——Back Margin后毛利Payment Term——帐期Net Profit——净损益（扣除费用/税率后）Invoice——发票BEP——Break Even Point损益平衡点ROI——return on investmen 投资收益率/利润率DC——Delivery Center 仓储Return Goods——退货Order Fill Rate——订单满足率Logistic——仓储运输Budget/Spending——预算/花费TG Free——端架费MD Free——地堆费DMS—— Database Management System正常平均单品销售数PDMS——Promotion Database Management System促销期间单品销售量EDI——Electronic Data Interchange电子订单系统ECR——Efficient Consumer Response有效客户恢复系统B2B——Business To Business生意往来的系统YTD——Year to date年销售进度到今天JBP——Joint Business Plan 联合商业计划Scorecard——平衡计分卡BR——Business Review 生意回顾CAM——Category Management 品类管理Grocery——杂货Like for Like——既存店的同比SKU——Store Keeping Unit 店内保存单品VPO——Volume Per Outlet 单店销量=垂直成长DST——陈列库存目标Stock——库存OOS——Out of Stock缺货CCU——CITY COMMERCIAL MERCHANDISE UNIT城市采购中心企划常用类：（一）媒体相关1、CPRP——cost per rating point 收视点成本，每一个收视率百分点所需要花费的成本2、GRP——Gross Rating Point 一定时期所有投放收视率总和3、Reach——到达率，一定期间内有机会接触广告一次或以上的人口百分比（二）产品及促销相关1、IMC——Integrated Market Communication,即整合营销。
运营指导手册 英文
Operating Instruction ManualIntroductionWelcome to the Operating Instruction Manual for our business operations. This manual aims to provide a comprehensive guide for operators to ensure smooth and efficient day-to-day operations. It covers various aspects of our business, including processes, procedures, and best practices.Section 1: General Guidelines1 ObjectivesOur main objective is to achieve sustainable growth and profitability while providing excellent customer service.2 Core ValuesWe uphold honesty, integrity, and respect as our core values. We believe in treating our customers, employees, and partners with fairness and dignity.Section 2: Operational Processes1 Sales and MarketingDefine target markets and customer segments.Develop marketing strategies to attract and retain customers.Implement sales processes to convert leads into customers.2 Customer ServiceProvide prompt and friendly customer service.Handle customer inquiries and complaints efficiently.Continuously improve customer satisfaction.3 Inventory ManagementMaintain accurate inventory records.Implement inventory replenishment strategies.Monitor inventory levels to avoid stockouts or overstocking.4 Financial ManagementTrack and analyze financial performance.Develop budgets and forecasts.Implement cost-control measures.Section 3: Policies and Procedures1 Employee HandbookDefine employee roles and responsibilities.Outline company policies and procedures.Provide guidelines for employee performance and conduct.2 ComplianceEnsure compliance with local laws and regulations.Implement safety and security measures.Promote ethical business practices.Section 4: Training and DevelopmentProvide regular training to employees on operational processes, product knowledge, and customer service skills.Encourage employee development and career growth.Implement performance management systems to monitor and evaluate employee performance.ConclusionBy following the guidelines outlined in this Operating Instruction Manual, we aim to achieve operational excellence and continuous improvement. We believe that by prioritizing customer satisfaction, upholding our core values, and fostering a positive work environment, we can achieve our objectives and grow as a successful business.引言欢迎阅读我们的运营指导手册。
营销常用英文手册
英文缩写展开及翻译的整理日常使用类：KPI——Key Performance Indication关键业绩指标DPI——Day Performance Indication日业绩指标MIS——Management Information System信息管理系统CRC——Customer Record Card 客户销售记录OJT——On Job Training市场协同作业Back Check——市场查核Routine Call——路线拜访Price of——降价Reference——参考DMS——data management system数据管理系统EDMS——electric data management system电子数据管理系统Instant Noodles——即食面Workshop——专题讨论会,研讨会Total——总数;合计Food——食品Non-Food——非食品Instant Noodles——速食面AC-niesen——市调数据MAT——moving annual today 从当月回推一年SMART原则——目标订定的原则S(Specific)具体的，明确的；M(Measurable)可衡量的；A(Attainable);可达到的；R(Relevant)相关性；T(Time-based)明确的截止时间PDCA——管理循环P(Plan)计划D(do)执行C(Check)检核A(Action)改善职务名称类：SD——sales director 销售总监SM——sales Manager 销售经理SOM——Sales Operation ManagerTM——trade marketing 通路企划MOM——Marketing Operation Management （地方营运主管）MO——Marketing Operation 地方推广专员（以前的MS）BM——Brand Manager品牌经理（品牌主管）ABM——Assistance Product Manager助理品牌经理（产品人）直营常用类：FMCG——fast moving consume goods 快速消费品Trading Term——商业合约Monthly Rebate——月返：每月不因销售金额大小给与客户的无条件的返利折扣，通称月返Data Sharing/Information Free——资讯费：因客户要求各项销售数据或订单传输及对账单等资料提供费，也称讯息费New Store Open Free——新店开店赞助费Incentive Rebate——年返：每年双方因销售目标金额大小给与客户的有条件返利，通称年返Direct Mail Free——海报费:因促销商品讯息刊登在客户的海报上收的费用Display Free——陈列费Listing Free——新品费：新品项上架费用也可称条码费Net Costing——净成本=进货价格-促销折扣Initial Margin——前毛利=（售价-进货成本）/售价RSP——Retail Selling Price 产品贩售价格PP——Promotion Price 促销时的售价EDLP——Every Day Low Price 每日低价平价Revenue——销售额Net Sales——销售净额=扣除退货的未税金额GM——Gross Margin毛利CM——Commercial Margin商业利润IM——Initial Margin 前毛利BM——Back Margin后毛利Payment Term——帐期Net Profit——净损益（扣除费用/税率后）Invoice——发票BEP——Break Even Point损益平衡点ROI——return on investmen 投资收益率/利润率DC——Delivery Center 仓储Return Goods——退货Order Fill Rate——订单满足率Logistic——仓储运输Budget/Spending——预算/花费TG Free——端架费MD Free——地堆费DMS—— Database Management System正常平均单品销售数PDMS——Promotion Database Management System促销期间单品销售量EDI——Electronic Data Interchange电子订单系统ECR——Efficient Consumer Response有效客户恢复系统B2B——Business To Business生意往来的系统YTD——Year to date年销售进度到今天JBP——Joint Business Plan 联合商业计划Scorecard——平衡计分卡BR——Business Review 生意回顾CAM——Category Management 品类管理Grocery——杂货Like for Like——既存店的同比SKU——Store Keeping Unit 店内保存单品VPO——Volume Per Outlet 单店销量=垂直成长DST——陈列库存目标Stock——库存OOS——Out of Stock缺货CCU——CITY COMMERCIAL MERCHANDISE UNIT城市采购中心企划常用类：（一）媒体相关1、CPRP——cost per rating point 收视点成本，每一个收视率百分点所需要花费的成本2、GRP——Gross Rating Point 一定时期所有投放收视率总和3、Reach——到达率，一定期间内有机会接触广告一次或以上的人口百分比（二）产品及促销相关1、IMC——Integrated Market Communication,即整合营销。
市场营销知识培训(英文版)(ppt 273页)
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Customer Development
Suspects
Prospects
First-time customers
Repeat customers
Clients Advocates Partners
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Objectives
• Tracking & Identifying Opportunities in the Macroenvironment
• Demographic, Economic, Natural, Technological, Political, & Cultural Developments
management • Demand measurement and forecast
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A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
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Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
市场营销学英文版第13版
市场营销学英文版第13版I'm sorry, but I cannot provide verbatim excerpts from copyrighted texts. However, I can provide a generaloverview of the content covered in the 13th edition of Marketing Management by Philip Kotler and Kevin Lane Keller.The 13th edition of Marketing Management covers a wide range of topics related to marketing, including the latest trends and developments in the field. Some of the keytopics covered in the book include:1. The marketing process: The book explores the various steps involved in the marketing process, from understanding customer needs and wants to developing and implementing marketing strategies.2. Marketing research and analysis: The book discusses the importance of market research and analysis indeveloping effective marketing strategies. It covers topics such as customer segmentation, targeting, and positioning.3. Marketing strategy: The book provides insights into developing and implementing marketing strategies that align with the overall goals and objectives of the organization.It covers topics such as product development, pricing, distribution, and promotion.4. Marketing communication: The book explores the various tools and techniques used in marketingcommunication, including advertising, public relations, sales promotion, and personal selling.5. Marketing ethics and social responsibility: The book discusses the importance of ethical marketing practices and social responsibility in today's business environment.Overall, the 13th edition of Marketing Management provides a comprehensive overview of the key concepts and principles of marketing, making it an essential resourcefor students and professionals in the field.。
市场营销管理手册(英文版)
市场营销管理手册(英文版) Chapter 1: Market Analysis and Research1.1. Understand the importance of market analysis1.2. Conduct market research1.3. Analyze market trends and customer behavior1.4. Identify target markets and customer segments1.5. Use SWOT analysis for strategic planningChapter 2: Marketing Strategy2.1. Develop a marketing strategy aligned with business objectives 2.2. Define unique selling propositions2.3. Set marketing goals and objectives2.4. Determine pricing strategies2.5. Create a brand positioning statement2.6. Select marketing channels and distribution strategies Chapter 3: Product Development and Management3.1. Understand the product lifecycle3.2. Conduct market testing and product research3.3. Develop and launch new products3.4. Manage existing product portfolios3.5. Implement product life extension strategies3.6. Monitor and analyze product performanceChapter 4: Marketing Communications4.1. Develop an effective marketing communication plan4.2. Use integrated marketing communications4.3. Select appropriate communication channels4.4. Create compelling advertising campaigns4.5. Utilize public relations and media relations4.6. Manage and measure marketing communication effectiveness Chapter 5: Digital Marketing and Social Media5.1. Understand the significance of digital marketing5.2. Develop a digital marketing strategy5.3. Utilize various digital marketing channels5.4. Optimize websites for search engines5.5. Leverage social media for marketing purposes5.6. Monitor and measure digital marketing performance Chapter 6: Marketing Analytics and Performance Measurement 6.1. Understand marketing analytics and metrics6.2. Measure and analyze marketing effectiveness6.3. Monitor and evaluate return on investment (ROI)6.4. Utilize customer relationship management (CRM) tools6.5. Implement data-driven decision making6.6. Continuously improve marketing strategies and activities Chapter 7: Marketing Team and Leadership7.1. Build an effective marketing team7.2. Define roles and responsibilities7.3. Provide effective leadership and motivation7.4. Foster a culture of innovation and creativity7.5. Develop talent through training and development7.6. Encourage teamwork and collaborationChapter 8: Ethical and Legal Considerations in Marketing8.1. Understand ethical issues in marketing8.2. Comply with legal requirements and regulations8.3. Adhere to industry standards and codes of conduct8.4. Maintain consumer privacy and data protection8.5. Engage in fair and honest advertising practices8.6. Handle customer complaints and conflicts ethicallyConclusion:The Marketing Management Manual serves as a comprehensive guide for marketers to develop successful marketing strategies, execute effective campaigns, and achieve organizational objectives. By utilizing the principles, tools, and best practices discussed in this manual, marketing professionals can stay ahead in the dynamic and competitive marketplace. The manual encourages continuous improvement, innovation, and ethical practices, ensuring long-term success and customer satisfaction.Chapter 1: Market Analysis and Research1.1 Understand the importance of market analysisMarket analysis is a crucial step in developing a successful marketing strategy. It involves gathering and analyzing data about the target market, competition, and industry trends. By conducting comprehensive market analysis, marketing managers can identify opportunities, understand customer needs and preferences, and make informed decisions. It helps in identifying the right target market, positioning the product or service effectively, and setting realistic goals and objectives.1.2 Conduct market researchMarket research is the process of collecting and analyzing data about the market, customers, and competitors. It provides valuable insights into consumer behavior, market trends, and industry dynamics. Market research can be conducted using various methods such as surveys, focus groups, interviews, and observation. The data collected through market research helps marketers in understanding customer needs, identifying market segments, and making informed business decisions.1.3 Analyze market trends and customer behaviorAnalyzing market trends and customer behavior is essential for understanding the dynamics of the market. By monitoring market trends, marketers can identify emerging opportunities and threats, and adapt their marketing strategies accordingly. Understanding customer behavior helps in designing effective marketing campaigns, developing products or services that meet customer needs, and providing an enhanced customer experience. Marketers can use various data analysis techniques and tools to gain insights into customer behavior and market trends.1.4 Identify target markets and customer segmentsIdentifying target markets and customer segments is critical for effective marketing. Target markets are specific groups of customers that a company wants to focus its marketing efforts on. By identifying the target market, marketers can tailor their marketing strategies and activities to meet the needs and preferences of that particular segment. Customer segmentation involves dividing the market into smaller groups based on similar characteristics such as demographics, psychographics, and behavior. This allows marketers to create customized marketing messages and offers that appeal to each segment.1.5 Use SWOT analysis for strategic planningSWOT analysis is a framework used to assess the internal strengths and weaknesses of a company and the external opportunities and threats it faces. By conducting SWOT analysis, marketers can identify the company's competitive advantages, uncover areas for improvement, and evaluate market opportunities and threats. This analysis helps in developing effective marketing strategies by aligning the company's strengths with market opportunities and addressing its weaknesses and threats. It also helps in identifying potential risks and challenges that may impact the success of marketing campaigns.Chapter 2: Marketing Strategy2.1 Develop a marketing strategy aligned with business objectivesA marketing strategy is a plan of action designed to achieve the marketing objectives of a business. It provides a roadmap for how the company will reach its target market, differentiate itself from competitors, and achieve its business goals. A successful marketing strategy is aligned with the overall business objectives and considers factors such as target market, competitive landscape, and available resources. It outlines the marketing mix (product, price, place, promotion) and the tactics needed to implement the strategy effectively.2.2 Define unique selling propositionsA unique selling proposition (USP) is a distinctive feature or benefit that sets a product or service apart from competitors. It answers the question, "Why should customers choose our product or service over others?" Defining a USP is crucial for positioning the brand effectively in the market and attracting the target market. It involves identifying the unique features, benefits, or attributes that make the product or service desirable to customers. The USP should be communicated clearly and consistently in all marketing communications to differentiate the brand and create a competitive advantage.2.3 Set marketing goals and objectivesSetting marketing goals and objectives provides direction and focus for marketing efforts. Goals are broad statements of what the company wants to achieve, while objectives are specific, measurable, achievable, relevant, and time-bound (SMART). Goals and objectives should be aligned with the overall business objectives and the desired outcomes of themarketing strategy. They can include increasing market share, generating leads, improving brand awareness, boosting sales, or enhancing customer satisfaction. Setting clear goals and objectives allows marketers to track progress, make adjustments when necessary, and evaluate the success of marketing efforts.2.4 Determine pricing strategiesPricing strategies play a crucial role in determining the perceived value of a product or service and influencing customer buying decisions. Marketers need to consider various factors such as production costs, competitor pricing, customer perception of value, and overall marketing objectives when determining pricing strategies. Pricing strategies can include cost-based pricing, where the price is based on production costs and desired profit margins, or value-based pricing, where the price is based on the perceived value of the product or service in the market. Promotional pricing, bundle pricing, and penetration pricing are other common pricing strategies used by marketers.2.5 Create a brand positioning statementA brand positioning statement defines how a brand wants to be perceived in the minds of the target customers. It communicates the brand's unique value proposition and differentiates it from competitors. A brand positioning statement typically includes the target market, the brand's unique attributes, and the benefits it provides to customers. It should be clear, concise, and memorable. A well-crafted brand positioning statement guides all marketing communications and activities, ensuring consistency and effectiveness in reaching the target market.2.6 Select marketing channels and distribution strategiesMarketing channels and distribution strategies determine how a product or service reaches the target market. Marketers need to carefully select the most appropriate channels based on factors such as customer preferences, geographic reach, cost-effectiveness, and competitive advantages. The choice of distribution strategies, such as direct sales, wholesalers, retailers, or e-commerce, depends on various factors such as the nature of the product, target market, and supply chain capabilities. Effective channel selection and distribution strategies ensure that the product or service is available to customers when and where they want it, leading to increased sales and customer satisfaction. (Continued in the next chapter...)。