【商务英语】市场营销(中英)
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.
【商务英语】市场营销(中英)
1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 生产观念❖The Selling Concept 推销观念❖The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单) The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased byhouseholds for their use.Industrial products 工业产品：are sold primarily for use inproducing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
Marketing 1 市场营销1 商务英语
02 What Is
Marketed?
Scope of Marketing
1. Goods 2. Services 3. Experiences 4. Events 5. Persons
6. Places 7. Properties 8. Organizations 9. Information 10.Ideas
Industrial/Business Market: In this market, the industrial or business buyers purchase products like raw materials (iron ore, coke, crude oil etc.), components (wind-screen, tyres, picture tubes, micro-processors etc.), finished products (packaging machine, generators etc.), office supplies (computers, pens, paper etc.) and maintenance and repair items (grease, lubricating oil, broom etc.). Apart from products, due to outsourcing the industrial buyers also require a number of services like accounting services, security services, advertising, legal services etc. from the providers of these services.
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。
现代商务英语第6章促销(Sales Promotion)
第6章 促销
(Sales Promotion)
A Reviver letter 振兴信
the “Reviver”, the purpose of which is to keep the regular customers and to expend the business, because they are the main buyers of sales potential.
2. Demographic factors
Demographic changes also influence the international firm. For many products, population size may be used as a broad preliminary indicator of market potential. However, population size should only be used in conjunction with income levels and other measures, as a large population may represent little potential where income levels are quite low.
10
3. Characteristics of culture
For the firm in international markets there are four major characteristics of culture: a) it is learned, b) interrelated, c) adaptive and d) may operate at times as subcultures including nationality, religion, age and occupation. The two ways in which a person develops cultural norms and values are learning by socialization and learning through accumulation.
商务英语词汇大全
商务英语词汇大全一、基本商务术语1. 商务活动（Business Activity）2. 市场营销（Marketing）3. 销售额（Sales Revenue）4. 成本（Cost）5. 利润（Profit）6. 投资回报率（Return on Investment, ROI）7.SWOT分析（Strengths, Weaknesses, Opportunities, Threats）8. 目标市场（Target Market）9. 市场细分（Market Segmentation）10. 定位（Positioning）二、商务谈判术语1. 谈判（Negotiation）2. 合同（Contract）3. 报价（Quotation）4. 还价（Counteroffer）5. 成交（Close the Deal）6. 付款方式（Payment Terms）7. 交货期（Delivery Time）8. 质量保证（Quality Assurance）9. 售后服务（Aftersales Service）10. 合作伙伴（Business Partner）三、商务函电术语1. 询盘（Inquiry）2. 报盘（Offer）3. 订单（Order）4. 发票（Invoice）5. 装箱单（Packing List）6. 信用证（Letter of Credit, L/C）7. 汇票（Bill of Exchange）8. 托运单（Shipping Order）9. 提单（Bill of Lading）10. 保险（Insurance）四、人力资源术语1. 招聘（Recruitment）2. 简历（Resume）3. 面试（Interview）4. 培训（Training）5. 薪资（Salary）6. 福利（Benefits）7. 绩效考核（Performance Appraisal）8. 晋升（Promotion）9. 劳动合同（Labor Contract）10. 职业规划（Career Planning）五、企业运营术语1. 企业战略（Corporate Strategy）2. 企业文化（Corporate Culture）3. 组织结构（Organizational Structure）4. 部门（Department）5. 团队协作（Teamwork）6. 项目管理（Project Management）7. 生产计划（Production Plan）8. 供应链管理（Supply Chain Management）9. 库存（Inventory）10. 客户关系管理（Customer Relationship Management, CRM）六、财务与会计术语1. 财务报表（Financial Statements）2. 资产（Assets）3. 负债（Liabilities）4. 所有者权益（Owner's Equity）5. 现金流（Cash Flow）7. 资产负债表（Balance Sheet）8. 利润分配（Profit Distribution）9. 折旧（Depreciation）10. 纳税（Taxation）七、国际贸易术语1. 进口（Import）2. 出口（Export）3. 贸易壁垒（Trade Barrier）4. 关税（Tariff）5. 配额（Quota）6. 原产地证明（Certificate of Origin）7. 贸易术语（Trade Terms，如FOB、CIF等）8. 国际支付（International Payment）9. 外汇（Foreign Exchange）10. 世界贸易组织（World Trade Organization, WTO）八、市场营销策略术语1. 市场调研（Market Research）2. 产品生命周期（Product Life Cycle）3. 广告（Advertising）4. 促销（Promotion）5. 公关（Public Relations）6. 品牌战略（Brand Strategy）7. 网络营销（Internet Marketing）8. 社交媒体营销（Social Media Marketing）9. 客户满意度（Customer Satisfaction）10. 忠诚度计划（Loyalty Program）九、企业管理术语1. 领导力（Leadership）2. 决策（Decision Making）3. 风险管理（Risk Management）4. 企业伦理（Business Ethics）5. 知识管理（Knowledge Management）6. 创新能力（Innovation Capability）7. 企业形象（Corporate Image）8. 危机管理（Crisis Management）9. 持续改进（Continuous Improvement）10. 企业社会责任（Corporate Social Responsibility, CSR）十、电子商务术语2. 在线支付（Online Payment）3. 网络安全（Network Security）4. 顾客评价（Customer Review）6. 网络营销策略（Online Marketing Strategy）7. 搜索引擎优化（Search Engine Optimization, SEO）8. 率（Clickthrough Rate, CTR）9. 转化率（Conversion Rate）通过这些词汇的积累，您将能够在商务交流中更加得心应手，展现出您的专业素养和沟通能力。
商务英语阅读教程 Unit 4
Marketing is the ongoing process of 【moving people closer to making a decision （to purchase,
use, follow or conform to someone else’s products, services or values） 】.
翻译
营销一词的含义是什么？市场营销是一个不断 推进的过程，该过程的目的是促使人们心动到 做出各种决定诸如购买他人的各种产品、享用 他人提供的各种服务、以及遵循他人的各种价 值取向。营销人员运用市场营销推广组合的变 量来制定营销推广计划。
4-2
Comprehensive Reading
主语
修饰 process
C. Sometimes (50%) D. Never(0%)
In what ways are you easily persuaded into buying something? By______.
A. TV commercial B. Newspaper Advertisement C. Quality D. package E. Brochures F. Leaflets G. Price H. After-sales service
n. 产品 n. 制造业者，厂商 市场调查
媒体计划
产品推广
n. 品牌 n. 市场营销 媒体计划
n. 形象塑造 实体环境
n. 人员 n. 放置 目标市场
公共关系
distribution channel generic advertising at no cost marketing effort process drawback product pricing marketing mix charge junk mail sales strategy at regular price
商务英语英汉互译(修订版)
occupationalculture
职业文化
pragmaticview实用观点
holisticview整体观点
generalterms一般条款
generalpractice一般惯
例
verbaloffer口头报价
salesconfirmation销售
确认
unconditionalassent无
伴
sizeoftheorders订货
规模
luxuryitems高档商品
priceelastic价格弹性
生产日程
促销活动sales
promotionactivity
产品开发product
development
销售人员marketing
personnel
市场营销marketing
销售调研marketing
价格及金银
price-species
economicandfinancial
transactions经济与金融
交易
doubleentry
bookkeeping复式簿记
creditanddebit贷方和
借方
surplusordeficit盈余
与赤字
errorsandomissions错
漏
equityinterests股本息
条件同意
elaboratestipulation
详细规定
timeofvalidity有效期
接受报价acceptance
商务谈判business
negotiation
可撤销的revocable
书面发盘writtenoffer
发盘驳回offerrejected
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。
商务英语unit3译文及答案
第三章市场营销学习目标：1、了解市场营销的定义2、了解市场营销的组合策略3、掌握市场细分和市场定位的方法课文一市场营销概述大约十年以前，如果你问IBM的高层管理人员他们是做什么的，他们可能会回答：“我们销售电脑的硬件和软件。
”由于缺乏市场远见，以产品为中心的IBM公司没有注重客户的需求。
因此，当客户需求改变的时候，IBM却没有进行相应的调整，公司的业绩也大幅度下滑。
到90年代初期，大企业的市场份额和蓝筹股价急剧下跌。
在这段经济低靡的时期，IBM 进行了一场具有重大意义的改革：所有的高层管理人员在与重要客户面谈之后，将客户的问题和要求上报给公司。
其实，在计算机市场，客户不但要从公司购买电脑的硬件和软件，更重要的是他们需要购买到能解决大量信息技术问题的方案。
现在，如果你要IBM的管理人员给他们的业务下个定义，他们会告诉你：“我们为客户的任何问题提供解决方案。
”大公司营销策略的转变取得了巨大的成功。
那么，什么是市场营销呢？市场营销的定义美国市场营销协会将市场营销的定义为：计划和执行观念，商品和服务的构思，定价、促销和分销以便产生满足个人、组织和社会目标的交易的过程。
IBM的营销经理们如果想要取得好的销售成绩，他们必须要明白客户的需要就是他们的目标。
如果不遵循这一原则，他们生产出来的产品将一无是处，也无人问津。
“找到客户的需求并且尽力满足”就是市场营销的主旨，换句话说，就是要“找到一个市场，并为其服务。
”市场营销组合策略一旦确定了客户的需求，营销人员就应该尽力满足这些要求，有四点需要注意，第一，要求生产出合适的产品，这是物质基础。
要使产品能尽量接近客户的要求，企业就要通过改变现有产品类型、改进产品的特点和包装或用另一种方法来描述这个产品等方式生产出“量体裁衣”型的产品。
第二点是关于交付货物的整个体系：生产者必须及时将货物运至消费者可以购买到的地方。
第三点就是消费者可以通过广告被告知这个商品的用途，营销人员应该与客户沟通，并说服他们购买。
商务英语unit4 Marketing
2021/10/10
2
What is Marketing?
Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
2021/10/10
20
Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
• Consumers favor products that are available and highly affordable
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
Marketing Concept
商务英语marketing市场营销
Buyer Behavior Marketing Research Market Segmentation
Case Study
Contents two
What Is Marketing?
由湖南卫视与蒙牛乳业联手推出的这一活动，在 2005年让亿万中国人兴奋不已。AC尼尔森的调查 显示，2005年6月蒙牛酸酸乳在广州、上海、北 京、成都四城市的销售超过100百万公升，是 2004年同期的5倍。 点评：位居“2005年度中国九大营销案例策划案” 榜首，“超级女声”是众望所归。其成功不仅在 于产品和宣传形式的创新，还在于它通过低成本 运作获得了轰动效应，一个电视节目带动企业产 品、节目生产者、移动运营商、“超女”本人四 者共赢，实现了销售系统和媒介系统的完美整合。
It has to You have to
be
tell people
available about it
2005年“五·一”假期，一群商务精英聚集敦煌， 组成了两个勇敢者队伍，每人携带一部飞利
浦手机作为唯一的通信工具和摄影工具，开始了 为期六天的“商务精英野外生存挑战赛”。七 月，类似的活动又在新疆北部的喀纳斯举行。
The Product Life Cycle
INTRODUCTION PHASE GROWTH PHASE MATURITY PHASE DECLINE PHASE
LIMITATIONS OF THE PRODUCT LIFE CYCLE CONCEPT
The Product Life Cycle
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【商务英语】市场营销（中英）
【商务英语】市场营销（中英）1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动) Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)The Production Concept 生产观念The Selling Concept 推销观念The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别Selling：先销售再…Marketing：先调查市场需要再…Emphasis is on the product.Emphasis is on customers’ wants.Company first makes the product and then figures out how to sell it.Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of today’s products and markets.Planning is long term, in the sense of new products, tomorrow’s market, and future growth. Stresses needs of seller.Stresses wants of buyers.3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased by households for their use. Industrial products 工业产品：are sold primarily for use in producing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing (亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
【商务英语】市场营销（中英）
1.Marketi n g 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of plannin g and executi ng （执行、实行）the concepti on, pricing, promoti on, and distrib u tion of goods, service s and ideas to create exchang es that satisfy individ ual and organiz a tiona l objecti ves.——the definit i on emphasi zes the diverse activities markete rs perform.(强调市场商人不同的行为活动)Decidin g what product s to offerSetting pricesDevelopi ng sales promoti ons and adverti sing campaig n sMaking product s readily available to custome r s2. The marketi ng Concept s(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)The Product i on Concept生产观念The Selling Concept推销观念The Marketi ng Concept市场营销观念The Product i on Concept生产观念The idea that a firm shouldfocus on those product s that it could produce most efficie ntly and that the low-cost product s would createthe demandfor those product s.The Selling Concept / sales concept推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单) The Marketi ng Concept市场营销观念Differe n ce between Selling and Marketin g销售与营销的区别3.The Marketi ng Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consume r product s消费品：produce d for and purchas ed by househo l ds for their use.Industr ial product s 工业产品：are sold primari ly for use in produci ng other product s.2)Price（价格：消费者为获得产品所必须支付的金额）Refersto the value or worth of a product that attract s the buyer to exchang e money or somethi ng of value for the product.Loss LeaderPricing (亏本出售商品）selling thingsi n its lower price than its cost price in order to attract custome rs to purchas e the product s.Penetra tion Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
国际市场营销(双语版)2.TheInternationalMarketingenvironment
mothers. They thought
just changed diapers for
Pampers were too thick,
babies twice a day—morning
because they changed Pampers from P & G and evening. Therefore
The Marketing Environment
Vanessa Chen Applied Foreign Languages Department, PYP
2.1.2 市场营销环境与企业营销活动
市场营销环境是企业生存和发展的条件， 对企业具有强制性，企业必须适应环境， 然而企业又具有能动性，对环境具有反作 用。
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
不知道
契机——生活方式
新住房 新汽车 节日 旅行 分期消费 交通 退休 疾病 保险 购物 饮食
正面影响 负面影响
Vanessa Chen Applied Foreign Languages Department, PYP
= PI－所得税－ 非商业性开支 = 个人消费+储蓄/投资 eg.2001我国城镇人均DPI=6,280元，Max上海=10,000
△ 可自由支配的个人收入 = DPI－储蓄－购买生活必需品的固定开支
2、区别货币收入 & 实际收入
Vanessa Chen Applied Foreign Languages Department, PYP
vanessachenappliedforeignlanguagesdepartmentpyp213市场营销环境的综合分析方法swotso战略利用优势利用机会战略利用优势利用机会wo战略利用机会克服劣势战略利用机会克服劣势st战略利用优势回避威胁战略利用优势回避威胁wt战略回避威胁克服劣势战略回避威胁克服劣势优势strengths劣势weakness机会opportunities威胁threats优势strengths劣势weakness机会opportunities威胁threatsvanessachenappliedforeignlanguagesdepartmentpypso战略公司优势机会战略公司优势机会战略中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并中央电视台垄断广告需求大广告招标长虹低成本康佳换届价格战海尔管理品牌休克鱼兼并vanessachenappliedforeignlanguagesdepartmentpyp抓住契机主动出击?仔细阅读下面的这些表并且加以应用?正面影响
商务英语翻译Unit 15 市场营销_OK
national markets, total advertising can be reducted
significantly. ( )
T
2. The creative presentation is what the advertisers say .( ) 3. MarketinFg ideas that worked in one country may work in
sentences and paragraphs relating the marketing. 4. Master the difficult words and expressions.
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Passage One
Standardized Marketing Strategy
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Passage One Notes
5. The most significant disadvantages of standardization is simply that cultural, political, and economic differences among countries may make it all but impossible to use a single standardized marketing strategy：标准化最大的劣势就是，由于不同国家 的文化、政治和经济差异，导致几乎不可能使一 个单一的标准化市场战略。“all but impossible”， 应译成“几乎不可能”。
prosandcons优势和劣势?apriorassessment预期评估?fittheneedsof满足?excessproductioncapacity过剩生产能力?domesticmarket国内市场?costefficiency成本效率?ideautilization理念利用?thesizeofproductionruns产品覆盖范围?aconsistentimage统一的形象?environmentalvariables环境变量passageoneassignment?finishtherestofexercisesofpassageone
商务英语翻译Unit 15 市场营销[精]
![商务英语翻译Unit 15 市场营销[精]](https://img.taocdn.com/s3/m/8e2b1578c281e53a5802ffe5.png)
• What is the key component of the marketing strategy ? And what components can it be divided into?
Passage One Notes
1. The following questions need to be answered. Does yhe product itself need to be changed? Are existing sales promotion and advertising campaigns applicable to the new market? Should the type of distribution network used in the firm’s other foreign market be replicated in the new market? There is no easy answer to any of these questions:公司需要回 答下列问题：产品本身需要改进吗？现存的促销和广告活动 在新市场适用吗？适用于公司其他外国市场的营销网络能再 次在新市场适用吗？上述任何一个问题都不好回答。 “replicate”这里不能译成“复制”，应意译成“再次使用”； 同样“easy answer”，应改变词性，意译成动词“好/容易回 答”；“no”相应的地应译为“不”而不是“没有”，否定 的翻译也是一个常见的技巧。
Passage One Reading Comprehension
市场营销 双语
Chapter 1 The Scope and Challenge of International Marketing第一章国际市场营销学的范围和挑战1. MarketingMarketing: the process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives.营销是个人和集体通过创造，提供出售，并同他人交换产品和价值，已获得其所需所欲之物的一种社会和管理过程。
Marketing and salesMarketing is the process of seeking to uncover consumers’requirements and adopting the information to product’ distribution and promotion.Sale is to sell what that has already been produced to customers without thinking of the customers’ needs and wants.2. Basic elements of the marketing concept⑴Needs: is a state of deprivation of some basic satisfaction.需求是指没有得到某些基本满足的感受状态。
Physical needs for food, clothing, warmthSocial needs for belonging, respect and affectionIndividual needs for knowledge and self-expression(2)Wants: are devices for specific items that can satisfy those needs.欲望是指对具体满足物的愿望。
商务英语市场营销方案答案
商务英语市场营销方案答案市场营销方案（Market Marketing Plan）市场营销方案是一个组织制定和实施以实现其市场目标的计划。
以下是一个关于一家创业公司的市场营销方案。
公司背景：该公司成立于2019年，专注于设计和销售环保家居产品。
市场目标：该公司的市场目标是成为环保家居产品领域的领先品牌，并在三年内实现市场占有率的增长。
目标市场：该公司的目标市场是年轻的、环保意识强的消费者群体，他们注重家庭健康和环境保护。
营销策略：1. 产品定位：公司将定位为提供高质量、环保的家居产品的品牌。
公司将确保产品在设计、材料选取和制造过程中符合环保要求，并通过宣传和教育来提高消费者对环保家居产品的认识。
2. 产品线扩展：公司计划扩展产品线，包括家电、家具和家居装饰等，以满足消费者不同的需求。
3. 价格策略：公司将采用竞争性定价策略，以吸引消费者，并提供高性价比的产品。
4. 渠道选择：公司将与大型家居用品零售商建立合作关系，将产品销售到消费者。
此外，公司还将开设线上销售渠道，以满足消费者的购物习惯。
5. 市场推广：公司将采取多种市场推广手段来提高品牌知名度和促进销售，包括电视广告、网络广告、社交媒体营销、促销活动等。
6. 品牌建设：公司将通过品牌建设来树立自身的形象和价值观，包括在产品包装上体现环保理念、与环保组织合作进行公益活动等。
实施计划：1. 第一年：公司将投入更多的资源进行产品研发和设计，开展市场调研，并与供应商建立合作关系。
此外，公司还将进行市场推广活动，以提高品牌知名度。
2. 第二年：公司将推出新产品线，并进一步扩大销售渠道。
公司还将加大对社交媒体营销的投入，并与潜在消费者建立良好的互动。
3. 第三年：公司将不断改进产品和服务质量，提高消费者满意度。
公司还将开展品牌建设活动，与环保组织合作进行公益活动，提高公司在消费者心中的形象。
预算和风险管理：公司将制定详细的预算，并在市场推广和产品研发等方面合理安排预算。
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1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)The Production Concept 生产观念The Selling Concept 推销观念The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别Selling：先销售再…Marketing：先调查市场需要再…Emphasis is on the product.Emphasis is on customers’ wants.Company first makes the product and then figures out how to sell it.Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of today’s products and markets.Planning is long term, in the sense of new products, tomorrow’s market, and future growth. Stresses needs of seller.Stresses wants of buyers.3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased by households for their use. Industrial products 工业产品：are sold primarily for use in producing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing (亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
is a pricing strategy where the organization sets a low price to increase sales and market share. “Introductory”.Price Skimming（撇脂定价法---心理定价策略）将产品的价格定的较高，尽可能在产品生命初期，在竞争者研制出相似的产品以前，尽快的收回投资，并且取得相当的利润。
Means the charging of relatively high prices that take advantage of early customers’strong need for the new product, and then decreasing it slowly as sales begin to decline.Differential Pricing（区别定价法）involves allowing the same product to be priced differently. 3)Place (分销：代表公司为使产品达到目标顾客手中所进行的各种活动)Place / Distribution refer to how you will sell your products to your customers.4)Promotion（促销：代表公司宣传其产品优点和说服目标顾客购买所进行的各种活动）Personal selling(人员销售）、Advertising、Sales promotion（销售促销）、Publicity（宣传）4.The Product Life Cycle 产品生命周期（PLC）Introduction Phase 引入期Growth Phase 成长期Maturity Phase 成熟期Decline Phase 衰退期（4p-市场营销在每一个时期呈现的不同特点）Limitations of the Product Life Cycle Concept 产品生命周期的局限性---不适用于产品销量的预测，之使用与一般预测。
5.1）Consumer Buying Behavior（消费者购买行为：作为个人使用产品和决策构成消费者购买行为。
社会、心理、人口和环境因素）Need recognition ( Search(Evaluation of alternatives(比较同类产品讯息)(Purchase decision(After-purchase evaluation（评估购买行为）Several factors affect the buying decision of consumers.Social factors: family members , peersPsychological factors: attitude, personalityPersonal characteristics: age, educationSpecific conditions2）Industrial Buying Behavior 企业购买行为The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-profit groups is referred to as industrial buying behavior.6.Marketing Research （市场营销调研有效的调研包括5个步骤）Forming the research question确定问题和研究目标Research design制定调研计划Data collection: secondary data, primary data资料搜集Data analysis资料分析Choosing the best solution确定最好的解决方法7．Market Segmentation （市场细分：按照购买者所需的个别产品或营销组合，把一个市场分为若干不同的购买者群体的行为）The division of a market into different homogeneous group of consumers.Mass marketing(大量营销）Target marketing（目标营销）1）Requirements of Market Segments 市场细分的要求Identifiable（可确认的）: The differentiating attributes（部分）of the segments must be measurable so that they can be identified.Accessible（可以达到的）: The segments must be reachable through communication and distribution channels.Substantial: The segments should be sufficiently large to justify the resources required to target them.Unique needs（独特的需求）:To justify separate offerings, the segments must respond differently to the different marketing mixes.Durable（耐用持久的）:The segments should be relatively stable to minimize the cost of frequent changes.2）Segmentation Bases 细分依据Geographic segmentation bases(地理因素）: city, state, region.Demographic segmentation bases（人口因素）：age, income, education, occupation, sex, race, social class.Psychographic segmentation bases（消费心理因素）: attitudes, personality, opinions, lifestyles, interests, motives.Behaviouralistic segmentation（消费行为因素）: Based on actual customer behavior toward products.。