市场的营销专业英语_chapter_1_1.pptVIP

Homework 1-1 2. 设想你正在参加一间外资企业对市场营销工作岗位的招聘面试。招聘官是一位老外。为了测试你的英文表达能力，他问了你这样一个问题：Now that you are a marketing student, would you please tell me what marketing management means? 你将如何回答他？请用英文写出你的回答，单词数量不超150。 用英文列表对比常见的那五种市场营销管理理念，可仿照教科书P5表1-1的做法。 Professional English for Marketing 广东技术师范学院管理学院 马敏 第一章 上 Chapter 1 (1st half) Chapter 1 Marketing Management Overview Contents 1.1 Marketing Management Philosophies 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 1.2.2 Market Targeting 1.2.3 Positioning 1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing 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. 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. 1.1.1 The Production Concept, Product Concept and Selling Concept The Production Concept The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution. The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the product’s cost is too high and improved pr