市场营销英语课件
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—— Official definition of marketing by American Marketing Association
营销是指一个计划和实施的全过程，能够将一定的想法、物品和服务形成产品概念、制定 价格并且将其分销出去，从而达成满足个人和组织要求的交换。
——美国营销协会关于营销的正式定义
Unit 4
Consumer Markets and Consumer Behavior
Unit 5
Organizational Markets and Buying Behavior
CONTENTS
06 07 08 09 10
Unit 6
Marketing Research and Information System
CONTENTS
11 12 13 14 15 16
Unit 11
Pricing
Unit 12
Marketing Channels and Physical Distribution
Unit 13
Marketing Communication Strategy and Integrated Marketing Communication
市场营销英语
（修订第二版）
CONTENTS
01 02 03 04 05
Unit 1
Introduction to Marketing
Unit 2
Strategic Planning and Marketing Management Process
Unit 3
Analysis of Marketing Environment
营销人员的战略工具箱被称作营销组合，其中包含的因素可以被人为操作和组合运用，从 而在市场上获得所期望的反应。这些因素包括产品本身、产品的价格、可获得该产品的地 点以及使之为消费者所知的促销手段。
根据企业目标和资源的情况，一个公司可能只选择专注于一个或几个细分市场，而选出的 （这些）细分市场就成为企业主攻的目标市场。
Sentence Patterns
6 The marketer’s strategic toolbox is called the marketing mix, which consists of the factors that can be manipulated and used together to create a desired response in the marketplace. These factors include the product itself, the price of the product, the place where it is made available, and the promotion that makes it known to consumers.
细分市场是指在一个大的市场中一群独特的顾客，其需求具有一定的相似性而与大市 场中的其他顾客有所区别。
Sentence Patterns
5 Depending on its goals and resources, a company may choose to focus on only one segment or several. The chosen segment(s) become the organization’s target market toward which it directs its efforts.
Unit 14
Promotion Tools
Unit 15
Competitive Marketing Strategies
Unit 16
International Marketing
Unit 1
Introduction to Marketing
Sentence Patterns
1 Marketing is the process of the planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Unit 7
Measuring and Forecasting Demand
Unit 8
Market Segmentation，Targeting and Positioning
Unit 9
Product Brandingng Packing Ⅱ
Sentence Patterns 2 Marketing must not be understood in the old sense of
making a sale —“telling and selling”— but in the new sense of discovering and satisfying customer needs.
营销不是传统意义上的“王婆卖瓜，自卖自夸”式的卖东西，而是应该理解为发现并且满 足 顾客需求的过程。
Sentence Patterns 3 In marketing, market is defined as people with the desire
and with the ability to buy a specific product.
在营销学中，市场是指对某种产品有购买欲望和购买能力的人群。
Sentence Patterns
4 A market segment is a distinct group of customers within a large market who are similar to one another in some way and whose needs differ from other customers in the large market.
营销是指一个计划和实施的全过程，能够将一定的想法、物品和服务形成产品概念、制定 价格并且将其分销出去，从而达成满足个人和组织要求的交换。
——美国营销协会关于营销的正式定义
Unit 4
Consumer Markets and Consumer Behavior
Unit 5
Organizational Markets and Buying Behavior
CONTENTS
06 07 08 09 10
Unit 6
Marketing Research and Information System
CONTENTS
11 12 13 14 15 16
Unit 11
Pricing
Unit 12
Marketing Channels and Physical Distribution
Unit 13
Marketing Communication Strategy and Integrated Marketing Communication
市场营销英语
（修订第二版）
CONTENTS
01 02 03 04 05
Unit 1
Introduction to Marketing
Unit 2
Strategic Planning and Marketing Management Process
Unit 3
Analysis of Marketing Environment
营销人员的战略工具箱被称作营销组合，其中包含的因素可以被人为操作和组合运用，从 而在市场上获得所期望的反应。这些因素包括产品本身、产品的价格、可获得该产品的地 点以及使之为消费者所知的促销手段。
根据企业目标和资源的情况，一个公司可能只选择专注于一个或几个细分市场，而选出的 （这些）细分市场就成为企业主攻的目标市场。
Sentence Patterns
6 The marketer’s strategic toolbox is called the marketing mix, which consists of the factors that can be manipulated and used together to create a desired response in the marketplace. These factors include the product itself, the price of the product, the place where it is made available, and the promotion that makes it known to consumers.
细分市场是指在一个大的市场中一群独特的顾客，其需求具有一定的相似性而与大市 场中的其他顾客有所区别。
Sentence Patterns
5 Depending on its goals and resources, a company may choose to focus on only one segment or several. The chosen segment(s) become the organization’s target market toward which it directs its efforts.
Unit 14
Promotion Tools
Unit 15
Competitive Marketing Strategies
Unit 16
International Marketing
Unit 1
Introduction to Marketing
Sentence Patterns
1 Marketing is the process of the planning and executing the conception, pricing, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Unit 7
Measuring and Forecasting Demand
Unit 8
Market Segmentation，Targeting and Positioning
Unit 9
Product Brandingng Packing Ⅱ
Sentence Patterns 2 Marketing must not be understood in the old sense of
making a sale —“telling and selling”— but in the new sense of discovering and satisfying customer needs.
营销不是传统意义上的“王婆卖瓜，自卖自夸”式的卖东西，而是应该理解为发现并且满 足 顾客需求的过程。
Sentence Patterns 3 In marketing, market is defined as people with the desire
and with the ability to buy a specific product.
在营销学中，市场是指对某种产品有购买欲望和购买能力的人群。
Sentence Patterns
4 A market segment is a distinct group of customers within a large market who are similar to one another in some way and whose needs differ from other customers in the large market.