【商务英语】市营销(中英).doc

1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程） The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动) Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making products readily available to customers 2. The marketing Concepts(市场营销观念：企业分析消费者需求，制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 Concept 生产观念 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 / sales concept 推销观念(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) The Marketing Concept市场营销观念 Difference between Selling and Marketing销售与营销的区别 Selling：先销售再… Marketing：先调查市场需要再… Emphasis is on the product. Emphasis is on customers’ wants. Company first makes the product and then figures out how to sell it. Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants. Management is sales-volume-oriented. Management is profit-oriented. Planning is short-run, in terms of today’s products and markets. Planning is long term, in the sense of new products, tomorrow’s market, and future growth. Stresses needs of seller. Stresses wants of buyers. 3.The Marketing Mix / The 4P’s of Marketing市场营销组合 1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉） Consumer products消费品：produced for and purchased by households for their use. Industrial products 工业产品 2)Price（价格：消费者为获得产品所必须支付的金额） Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product. Loss Leader Pricing (亏本出售商品）selling things in its lower price