专业英语 市场营销.pptVIP

Marketing Management Philosophies Professional terms Marketing:市场营销 Need:需要 Want :欲望 Demand:需求 Product:产品 Customer value:顾客价值 Customer satisfaction:顾客满意度 Exchange:交换 Transaction:交易 Professional terms Relationship marketing:关系营销 Marketing management:市场营销管理 Marketing myopia:营销近视 Production concept:产品观念 Selling concept:推销观念 Marketing concept:市场营销观念 Social marketing concept:社会营销观念 Relevant knowledge Core marketing concepts Needs, wants, demands, product, value, quality, satisfaction, exchange, transaction, relationship and market are all core marketing concept. Figure 1 shows that these concepts are linked, with each concept building on the one before it. Relevant knowledge Product Needs, Wants, Demands market Value, quality, satisfaction Exchange transaction relationship Figure 1 core marketing concepts Relevant knowledge As we know, in every market, there are needs, wants and demands. A basic need is shaped by culture and personality into a human want. This want, when backed by buying power, becomes a demand. Marketing address this demands by creating appropriate product. And if the product offer good value and quality, they will create customer satisfaction. Furthermore, exchange and transaction occur. If a series of transaction occur between the same parties, a long-term relationship develops, as is the marketer’s aim. This process is the marketing philosophy. Translations Marketing challenges into the next century Market Segmentation Professional terms Marketing segmentation:市场细分 Mass marketing:大量营销 Product-variety marketing:产品差异性营销 Target marketing:目标市场营 Homogeneous preferences:同质偏好 Diffused preferences:分散偏好 Clustered preferences:集群偏好 Hard-core loyal:绝对忠诚 Shifting loyal:转移型忠诚 Switchers:易变者 Brand-　loyal market:品牌忠诚者市场 Professional terms Age and life-cycle segmentation:年龄与生命周期细分 Gender segmentation:性别细分 Behavior segmentation:行为细分 Geographic segmentation:地理细分 Benefits segmentation:利益细分 Income segmentation:收入细分 Product segmentation:产品细分 Psychographic seg