【商务英语】市场营销.pdf
【商务英语】市场营销【商务英语】市场营销The process of planning and executing（执行、实行）the conception,pricing,promotion,and distribution of goods,services and ideas to createexchanges that satisfy individual and organizational objectives.thedefinition emphasizes the diverse activities marketers perform.(强调市场商人不一致的行为活动)Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making products readily available to customers2.The marketing Concepts(2.The marketing Concepts(市场营销观念：市场营销观念：企业分析消费者需求，企业分析消费者需求，制制定比竞争对后更好的决策来满足这些需求的哲学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 ConceptThe Production Concept 生产观念生产观念The idea that a firm should focus on those products that it couldproduce most efficiently and that the low-cost products would create thedemand for those products.The Selling Concept/sales conceptThe Selling Concept/sales concept推销观念推销观念(利用广告这种重要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方式来与其顾客沟通从而获取他们的订单)The Marketing ConceptThe Marketing Concept 市场营销观念市场营销观念Difference between Selling and MarketingDifference between Selling and Marketing销售与营销的区别销售与营销的区别SellingSelling：先销售再：先销售再Emphasis is on the product.MarketingMarketing：先调查市场需要再：先调查市场需要再Emphasis is on customers wants.Company first makes the product and thenCompany first determines customers wantsfigures out how to sell it.and then figures out how to make and delivera product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run,in terms of todaysPlanning is long term,in the sense of newproducts and markets.products,tomorrows market,and futuregrowth.Stresses needs of seller.Stresses wants of buyers.3.The Marketing Mix/The 4P3.The Marketing Mix/The 4Ps of Marketings of Marketing 市场营销组合市场营销组合1)Product1)Product（产品：有形与无形，包含包装、色彩、品牌、服务，（产品：有形与无形，包含包装、色彩、品牌、服务，甚至销售商的声誉）甚至销售商的声誉）ConsumerConsumer productsproducts 消消费费品品：produced for and purchased byhouseholds for their use.IndustrialIndustrial productsproducts 工业产品：工业产品：are sold primarily for use inproducing other products.2)Price2)Price（价格：消费者为获得产品所务必支付的金额）（价格：消费者为获得产品所务必支付的金额）Refers to the value or worth of a product that attracts the buyer toexchange money or something of value for the product.LossLoss LeaderLeader PricingPricing(亏本出售商品）亏本出售商品）selling things in its lowerprice than its cost price in order to attract customers to purchase theproducts.Penetration PricingPenetration Pricing(渗透定价法渗透定价法-心理定价策略）心理定价策略）设定最初低价，以便迅速与深入地进入市场，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 toincrease sales and market share.“Introductory”.Price SkimmingPrice Skimming（撇脂定价法（撇脂定价法-心理定价策略）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往常，尽快的收回投资，同时取得相当的利润。Means the charging of relatively highprices that take advantage of early customers strong need for thenew product,and then decreasing it slowly as sales begin todecline.DifferentialDifferential PricingPricing（区别定价法）（区别定价法）involves allowing the sameproduct to be priced differently.3)Place(3)Place(分销：分销：代表公司为使产品达到目标顾客手中所进行的各类代表公司为使产品达到目标顾客手中所进行的各类活动活动)Place/Distribution refer to how you will sell your products to yourcustomers.4)Promotion4)Promotion（促销：代表公司宣传其产品优点与说服目标顾客购（促销：代表公司宣传其产品优点与说服目标顾客购买所进行的各类活动）买所进行的各类活动）Personal selling(人员销售）、Advertising、Sales promotion（销售促销）、Publicity（宣传）4.The Product Life Cycle4.The Product Life Cycle 产品生命周期（产品生命周期（PLCPLC）Introduction PhaseIntroduction Phase引入期引入期 Growth PhaseGrowth Phase成长期成长期 Maturity PhaseMaturity Phase成熟期成熟期 Decline PhaseDecline Phase衰退期衰退期（4p-市场营销在每一个时期呈现的不一致特点）LimitationsLimitations ofof thethe ProductProduct LifeLife CycleCycle ConceptConcept产品生命周期的产品生命周期的局限性局限性-不适用于产品销量的预测，之使用与通常预测。5.15.1）ConsumerConsumer BuyingBuying BehaviorBehavior（消费者购买行为：作为个人使用（消费者购买行为：作为个人使用产品与决策构成消费者购买行为。社会、心理、人口与环境因素）产品与决策构成消费者购买行为。社会、心理、人口与环境因素）Need recognition SearchEvaluation of alternatives(比较同类产品讯息)Purchase decisionAfter-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 2）Industrial Buying BehaviorIndustrial Buying Behavior企业购买行为企业购买行为The purchase decision making of organization such as manufacturers,service providers,government agencies,institutions,and non-profitgroups is referred to as industrial buying behavior.6.Marketing Research6.Marketing Research（市场营销调研有效的调研包含（市场营销调研有效的调研包含 5 5 个步骤）个步骤）Forming the research question 确定问题与研究目标确定问题与研究目标Research design 制定调研计划制定调研计划Data collection:secondary data,primary data资料搜集资料搜集Data analysis 资料分析资料分析Choosing the best solution 确定最好的解决方法确定最好的解决方法7 7MarketMarket SegmentationSegmentation（市场细分：按照购买者所需的个别产品（市场细分：按照购买者所需的个别产品或者营销组合，或者营销组合，把一个市场分为把一个市场分为若干不一致的购买者群体的行若干不一致的购买者群体的行为）为）The division of a market into different homogeneous group ofconsumers.Mass marketing(大量营销）Target marketing（目标营销）1 1）Requirements of Market SegmentsRequirements of Market Segments市场细分的要求市场细分的要求 IdentifiableIdentifiable（可确认的）（可确认的）:The differentiating attributes（部分）ofthe segments must be measurable so that they can be identified.AccessibleAccessible（能够达到的）（能够达到的）:The segments must be reachablethrough communication and distribution channels.Substantial:Substantial:The segments should be sufficiently large to justifythe resources required to target them.UniqueUnique needsneeds（特殊的需求）（特殊的需求）:To justify separate offerings,thesegments must respond differently to the different marketingmixes.DurableDurable（耐用持久的）（耐用持久的）:The segments should be relatively stableto minimize the cost of frequent changes.2 2）Segmentation BasesSegmentation Bases细分根据细分根据 GeographicGeographic segmentation bases(地理因素）:city,state,region.DemographicDemographic segmentation bases（人口因素）：age,income,education,occupation,sex,race,social class.PsychographicPsychographic segmentation bases（消费心理因素）:attitudes,personality,opinions,lifestyles,interests,motives.BehaviouralisticBehaviouralistic segmentation（消费行为因素）:Based on actualcustomer behavior toward products.
