市场营销专业英语.docx

市场营销专业英语第一单元Marketing市场营销定义：Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、经过和体系。什么是市场营销计划：Themarketingplan4个点：situationanalysis情况分析marketingobjectives营销目的targetmarketselection目的市场选择marketingmix市场营销组合课后单词：Blueprint规划蓝图marketingmix营销组合Competitiveadvantage竞争优势marketingplanning营销计划Crossfunctionalteam跨部门团队mortgage抵押、抵押品Customerorientation顾客导向organizationalmission组织责任Distinctivecompetencies独特竞争力organizationalobjectives组织目的Diversification多样化战略organizationalportfolioplan资产组合计划Equilibrium平衡Organizationalstrategies组织战略Implementation执行施行productdevelopmentstrategies产品开发战略Lineofproducts产品系列productionorientation生产导向Marketdevelopmentstrategies市场开发战略sellingorientation销售导向Marketpenetrationstrategies市场浸透战略situationanalysis形式分析MarketingConcept营销观StrategicBusinessUnits战略事业单位Marketinginformationsystem营销信息系统StrategicPlanning战略计划MarketingManagement营销管理第五单元marketsegmentationprocess市场细分的经过市场定位经过1、delineatefirmscurrentsituation描绘公司的现状2、Determineconsumerneedsandwants确定消费者的需求和欲望3、dividemarketsonrelevantdimensions,有关方面划分市场4、developproductpositioning,开发产品定位5、decidesegmentationstrategy,决定细分策略6、designmarketingmixstrategy设计营销组合策略P90第五单元单词：Apriorisegmentation事前市场细分PRIZM根据邮编制定的潜在市场等级指数BenefitSegmentation利益细分productpositioning;产品定位geodemographicsegmentation地理人口细分Psychographicsegmentation心理细分Marketniche市场缝隙segmentationdimension市场细分标准Positioningmap定位图targetmarket目的市场MarketSegmentation市场细分VALStm价值观和生活方式系统Posthocsegmentation事后市场细分第六单元：ProductLine产品线定义=Asetofproducts一组产品ProductMix产品组合定义=thefullsetofproducts全套产品103Brandextension品牌拓展multibranding多品牌战略Conformancetospecifications规格一致performance产品性能Crossfunctionalteams跨部门团队productadoptionanddiffusion产品的采用和扩散Dualbranding双重品牌战略productaudit产品审核Durability耐用性productlifecycle产品生命周期Extendedproduct延伸产品productline产品系列Fad热潮productlineextension产品系列延伸Familybranding家族品牌productmix产品组合Fashion时髦reliability可靠性Franchiseextension特许经营权拓展serviceability维护保养的方便性Genericproduct一般产品tangibleproduct有形产品第八单元Thepromotionmix(促销组合)1、Advertising广告2、salespromotion推销3、publicrelations公关4、personalselling个人推销;Pushversuspullmarketing推拉式营销pushstrategies推：involveaimingpromotionaleffortsatdistributors，retailers，andsalespersonneltogaintheircooperationinordering，stocking，andacceleratingthesalesofaproduct。推动战略涉及的目的是在经销商，零售商和销售人员的促销努力，以获得他们的合作，订货，库存，并加快销售的产品。Pullstrategies拉：involveaimingpromotionaleffortsdirectlyatcustomerstoencouragethemtoasktheretailerfortheproduct。(直接介入旨在鼓励客户的促销活动，以鼓励他们要求产品的零售商)第八单元单词Allyoucanafford量力而为法promotionmix促销组合Competitiveparity竞争对等法prospect准客户Coupon电子优惠券pullstrategy牵引策略Directmarketing直销pushstrategy推动策略Frequencymarketing频率营销reach接触度Integratedmarketingcommunications整合营销传播sponsorship赞助商行为Massmedia群众媒体taskapproach目的任务法Percentofsales销售百分比法tradepromotion贸易促销Personalselling人员推销第十单元Channelsofdistribution营销渠道定义：Achannelofdistributionormarketingchannelisagroupofindividualsandorganizationsthatdirectstheflowofproductsfromproducerstocustomers。分销或营销渠道的一个渠道是一组个人和组织，指导产品从生产者到客户的流动conventionalchannelsofdistributionofconsumergoods传统消费品分销渠道：1、manufacturer制造商consumers消费者2、manufacturer制造商retailers零售商consumers消费者3、manufacturer制造商wholesaler批发商retailers零售商consumers消费者4、manufacturer制造商agent代理人retailers零售商consumers消费者5、manufacturer制造商agent代理人wholesaler批发商retailers零售商consumers消费者Directchannel直接渠道优缺点优Linkyourconsumerdirectly直接链接你的消费者优Easytogetmarketinformation容易获得市场信息优Savecostandeasytocontrolprice节约成本，易于控制价格缺Youneedtobearallthefinancialrisks你需要承当所有的财务风险缺Itshardtoreachallyourtargetmarket很难到达你的目的市场Indirectchannel间接渠道优缺点优Toreachmoreconsumers为了到达更多的消费者优Destocking去库存优Risk-sharing&Benefit-sharing风险分担与利益分享缺Slowcirculation缓慢的循环缺Highcost成本高SelectingChannelsofDistribution怎样选择分销渠道(1)distributioncoveragerequired分布范围要求IntensiveDistribution密集分布SelectiveDistribution选择性分布ExclusiveDistribution独家分销(2)degreeofcontroldesired期望控制度(3)totaldistributioncost配送总成本(4)channelflexibility渠道的灵敏性