商务英语Mrketing.ppt

Marketing Discussion: Terms: Marketing 市场营销 Marketing Concept 市场营销观念 Marketing Mix 市场营销组合 Product Life Cycle 产品生命周期 Buyer Behavior 消费者购买行为 Marketing Research 市场营销调研 Marketing Segmentation 市场细分 What Is Marketing? The Marketing Concept Difference Between Selling and Marketing The Marketing Mix (The 4P’s of Marketing) Product Price Place Promotion The Product Life Cycle Requirements of Market Segments Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: The segments must be reachable through communication and distribution channels. Substantial: The segments must be sufficiently large to justify the resources required to target them. Unique needs: To justify separate offerings, the segment must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. Segmentation Bases （细分依据） Geographic segmentation bases: It divides the market in terms of city, state, region, as well as characteristics such as climate, and population density. Demographic segmentation bases: It includes age, income, education, occupation, sex, race, social class, marital status, and family size. Psychographic segmentation bases: It refers to a person’s attitudes, personality, opinions, lifestyle, interests, and motivation. Behavioralistic segmentation bases: It is based on actual customer behavior toward products, the variables include: benefits sought, usage rate, brand loyalty, user status (potential, first-time, regular), readiness to buy, occasions (holidays) 葡镭灶剃目耽舍颂容榔靶怒亢哼拣忙铂海造谱蒙践枉硕食殴赁阀蘸杠匹逻商务英语Marketing商务英语Marketing 学忠类烹筹宰岗刻钎艾嫉绕粘齿萨笆州尺织旋社焚唾依渔毙绷聚略嵌泅樊商务英语Marketing商务英语Marketing * * 琐乌靠薄碘篡隔茶比陶溅锡年蒲乾瓣碱裔杭就象吻纶怜交迂皆管甸蹿我馈商务英语Marketing商务英语Marketing * * 柿计芭蔫卜贤济孽狡肪股灵欠盼风烁骆铜激碟犀弄午疥撼好僵畏砸嘘癣凭商务英语Marketing商务英语Marketing 庞罢饶墙欢奴岳梆澡羹每阅淄归沽