【商务英语】市场营销大纲(中英)

Marketing

What Is Marketing? 什么是市场营销

The Marketing Concept 市场营销观念

The Marketing Mix (The 4P’s) 市场营销组合

The Product Life Cycle 产品生命周期

Understanding Buyer Behavior 理解消费者行为

Marketing Research 市场营销调研

Market Segmentation 市场细分

What Is Marketing?

the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.

市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。

Deciding what products to offer

Setting prices

Developing sales promotions and advertising campaigns

Making products readily available to customers

Three Concepts

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

Prevailed from the time of the industrial revolution until the early 1920’

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 推销观念

Recognized that personal selling and advertising were important selling methods.

Placed emphasis on advertising products, expecting salespeople to contact customers and take their orders.

The Marketing Concept

The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition.

Focus on customer needs before developing the product

Aligning all functions of the company to focus on those needs

Realizing a profit by successfully satisfying customer needs over the long-term.

The Marketing Mix 市场营销组合

The 4P’s of Marketing

Marketing { Product Price Place Promotion }

1.Product 产品

A good is a physical object that can be purchased.

e.g. a radio, a house, a car

A service is an action or activity done for others for a fee.

e.g. Lawyers, taxi drivers perform services.

Product refers to both goods and services.

Consumer products are produced for and purchased by households for their use.

Industrial products are sold primarily for use in producing other products.

2. Price

Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.

a. cover any overheads (企业经常性费用）

b. compete with rival companies

c. charge a price customers are willing to buy

Loss Leader Pricing(亏本出售商品）involves lowering prices on a number of key products in order to attract a customer to purchase the products.

Penetration Pricing (渗透定价法）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）means the charging of relatively high prices that take advantage of early custom ers’ 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

Place / Distribution refers to how you will sell your products to your customers.

For a producer, the method of distribution is extremely important as it could affect how their product is received and how it sells.

The forms of Place / Distribution

1）Direct supply / sale selling direct to your customer

2）Direct to retailer

4. Promotion 促销

To make your customers aware that your products exist, you may use: