【商务英语】市场营销大纲(中英).doc

Marketing What Is Marketing? 什么是市场营销 The Marketing Concept 市场营销观念 The Marketing Mix (The 4P’s) 市场营销组合 The Product Life Cycle 产品生命周期 Understanding Buyer Behavior 理解消费者行为 Marketing Research 市场营销调研 Market Segmentation 市场细分 What Is Marketing? the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives. 市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。 Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making products readily available to customers Three Concepts The Production Concept 生产观念 The Selling Concept 推销观念 The Marketing Concept 市场营销观念 The Production Concept 生产观念 Prevailed from the time of the industrial revolution until the early 1920’ The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products. The Selling Concept 推销观念 Recognized that personal selling and advertising were important selling methods. Placed emphasis on advertising products, expecting salespeople to contact customers and take their orders. The Marketing Concept The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition. Focus on customer needs before developing the product Aligning all functions of the company to focus on those needs Realizing a profit by successfully satisfying customer needs over the long-term. Difference Between Selling and Marketing Selling Marketing Emphasis is on the product. Emphasis is on customers’s wants. Company first makes the product and then figures out how to sell it. Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants. Management is sales-volume-oriented. Management is