营销英语复习.docVIP

Chapter1 Marketing Management [营销管理] 1、Marketing is an organizational function and a set of processes /for creating,communicating and delivering values to customers and for managing customers relationship/ in ways that benefit the organization and its stakeholder at large.2、The production concept [生产观念] It holds the philosophy that consumers will favor those products that are widely available and low in cost. 3、The product concept [产品观念] consumers will favor products that offer the most quality,performance,and innovative features. 4、The selling concept [销售观念] Many organizations follow the selling concept,which holds that consumers will not buy enough of the organizations products unless it undertakes a large-scale selling and promotion effort. 5、The marketing concept [市场观念] It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do. Four Pillars for Marketing Concept:target market[目标市场],customer needs[消费者需求],integrated marketing[综合市场],profitability[利益]. 6、The societal marketing concept[社会营销观念] It holds that the organizations task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors do in a way that preserves or enhances the consumers and the societys well-being. Three Considerations underlying the Societal Marketing Concept: （三个基本考虑要素） Society, Consumers, Company. 7、Three steps to targeting:market segmentation,target choice,product positioning. Market segmentation[市场细分] is the process of grouping a market into smaller subgroups. Target market[目标市场] is the market segment which a particular product is marketed to. positioning[定位] is the technique by which marketers try to create an image or identity for a product,brand,or company. 就是令你的企业和产品与众不同，形成核心竞争力key competitive；即鲜明地建立品牌brand。 Target marketing—se