市场营销专业英语_topic_1.ppt

Marketing Professional English Chapter 1 Marketing Management Contents 1.1 Marketing Management Philosophies 市场管理原理 1.1.1 The Production Concept, Product Concept and Selling Concept 1.1.2The Marketing Concept and Societal Marketing Concept 1.2 Market Segmentation, Market Targeting and Positioning 1.2.1 Market Segmentation 市场划分 1.2.2 Market Targeting目标市场 1.2.3 Positioning 市场定位 1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative [k?`l?b?r?t?v]adj.合作的；?协作的 Marketing 协同营销的兴起 案例 CASE 日本明治保险公司推销员原一平是日本寿险业的泰斗亿万富翁被日本称为“推销之神”、“世界上最伟大的推销员”。谁会想到他当年进入明治保险公司做一名“见习推销员”时连办公桌都是自备的穷得连午餐都吃不起没钱搭电车只能走路上班甚至晚上露宿公园。 李嘉诚是华人当中名副其实的首富??其创业初期有过一段不寻常的推销经历。出生于广东潮安县一个书香门第之家的李嘉诚11岁时在读完两年小学后便辍学在他舅舅的南洋钟表公司做杂工。后来他到一家五金厂做推销员时挑着铁桶沿街推销靠着一双铁脚板走遍了香港的角角落落从不放弃每一笔可做的生意。李嘉诚凭着坚韧不拔的毅力建立了销售网络赢得顾客的信誉也深受老板器重。再后来因为塑胶业的蒸蒸日上李嘉诚开始推销塑胶产品由于他肯动脑筋又很勤奋在塑胶产品推销过程中大显身手业绩突出20 岁便被提升为业务经理而且也使李嘉诚淘得了第一桶“金”同时也练就了企业家的才能为日后进军塑胶业和构建其庞大的企业帝国打下了坚实的基础。 以上例子都充分说明是销售成就了他们的人生。许许多多成功人士的共同特点之一就是靠推销起家靠营销的技艺走上成功之道。所以大家选择这门专业也是非常有远见的，但是现在的时代已不是李嘉诚时代，现在是知识时代，不是仅靠努力就能成功，还要有文化，有知识，有必要的外语技能，营销已超越了国内走向国际，因此，同学们让我们一起来学习专业的市场营销英语，给我们的成功打下基础。 1.1 Marketing Management Philosophies We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Since we describe marketing management as carrying out tasks to achieve desired exchanges with target markets, what philosophy should guide these marketing efforts ? What weight should be given to the interests of the organization, customers, and society? these interests conflict quite often. There are five alternative concepts under which organizations conduct their marketing activities: the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept