市场营销第一章(英文)分析解析

1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5 (1) needs, wants,and demands; (2)marketing offers; (3) value and satisfaction; (4)exchanges, transactions, and relationships; (5)markets
• Chapter 3 The
Marketing Environment
• Chapter 4 Managing Marketing Information • Chapter 5 Consumer and Business Buyer Behavior
Marketing：An Introduction
• Chapter 13
Marketing：An Introduction
Part Four: Extending Marketing • Chapter14 Marketing in the Digital Age • Chapter 15 The Global Market Place • Chapter 16 Marketing and Society
第一章小结
• 营销活动的五大步骤
• 营销的五组基本概念
• 营销观念的发展演变：五种观念
MARKETING p5
• A social and managerial process whereby individuals and groups obtain what they need and want through
学习方法——如何抓重点
• • • • • 各级标题及目录 重点图表 边框中术语的定义 正文中的斜体字 各段落的重点句（段首）
CHAPTER 1
Marketing: Managing Profitable Customer Relationships
After studying this chapter, you should be able to
Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix
• Chapter 6 • Chapter 7 • Chapter 8 • • • • Chapter 9 Chapter 10 Chapter 11 Chapter 12 Segmentation, Targeting, and Positioning Product, services, and Branding Strategy New-prodct Development and Product Life- Cycle Strategies Pricing Considerations and Strategies Marketing Channels and Supply Chain Mangement Retailing and Wholesaling Integrated Marketing Communication Advertising, Sales Promotion, and Public Relations Integrated Marketing Communication Personal Selling and Sales Management
1 .Define marketing and outline the steps in the marketing process 2 .Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. 3 .Discuss customer relationship management, and identify strategies for creating value for customers and capturing value from customers in return.
creating and exchanging value with
others.
The Marketing Process
1.Understand the marketplace and consumer needs and wants 2.Design a consumer-driven marketing strategy 3.Construct marketing program that delivers superior value 4.Build profitable relationships and creat customer delight 5.Capture value from customers to create profits and customer qulity
• • • •
你想了解现代企业营销的奥秘吗？ 你正在准备各种英语考试吗？ 你想毕业后进外企工作吗？ 你想提高推销自己的能力吗？
——那就好好上市场营销学的双语课吧！ ——我们共同努力，你一定可以实现你的 梦想！
Learning objectives
• 掌握市场营销学的基本理论、基本概念 以及市场营销的基本方法 • 掌握经济学、管理学尤其是市场营销学 的专业术语 • 大幅度提高英语水平，尤其是阅读水平
参考Βιβλιοθήκη Baidu目 :
菲利普 科特勒 《市场营销管理》
Principles of Marketing
Marketing Management
《营销学导论》的翻译版
各种营销学书籍
Marketing：An Introduction
Part One Defining Marketing and Marketing Process • Chapter 1 Marketing: Managing Profitable Customer Relationships • Chapter 2 Company and Marketing Strategy Part Two Understanding the Marketplace and Consumers