商务英语Marketing精选.ppt

Marketing Discussion: Terms: Marketing 市场营销 Marketing Concept 市场营销观念 Marketing Mix 市场营销组合 Product Life Cycle 产品生命周期 Buyer Behavior 消费者购买行为 Marketing Research 市场营销调研 Marketing Segmentation 市场细分 What Is Marketing? The Marketing Concept Difference Between Selling and Marketing The Marketing Mix (The 4P’s of Marketing) Product Price Place Promotion The Product Life Cycle Requirements of Market Segments Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: The segments must be reachable through communication and distribution channels. Substantial: The segments must be sufficiently large to justify the resources required to target them. Unique needs: To justify separate offerings, the segment must respond differently to the different marketing mixes. Durable: the segments should be relatively stable to minimize the cost of frequent changes. Segmentation Bases （细分依据） Geographic segmentation bases: It divides the market in terms of city, state, region, as well as characteristics such as climate, and population density. Demographic segmentation bases: It includes age, income, education, occupation, sex, race, social class, marital status, and family size. Psychographic segmentation bases: It refers to a person’s attitudes, personality, opinions, lifestyle, interests, and motivation. Behavioralistic segmentation bases: It is based on actual customer behavior toward products, the variables include: benefits sought, usage rate, brand loyalty, user status (potential, first-time, regular), readiness to buy, occasions (holidays) * * * * ? a local brand of drink ? a grocery product (breakfast cereal, health food, etc.) ? an industrial product (machines, consumer goods, vehicles, etc.) ? a public service (telephones, mail, transport, etc.) ? an educational service (maybe the course you