市场营销复习英文(原创).doc

What are the three most important lessons that you learned about marketing in this course that will help you as a manager in current China and current Yunnan?渠道、客户群细分、产品定位 THE MARKETING WHEEL People: using the people element as a way to differentiate product a and/or add value: Process: procedures, mechanics and routines by which a service is created and delivered to the customer: Marketing is : AN ORIENTATION取向OF THE WHOLE ORGANIZATION TO AN OUTLOOK BASED UPON: “MAKING IT EASY FOR THE CUSTOMER TO DO TRADE WITH US” What is the relationship between Marketing and Sales? Marketing——Sales——advertisement、Sales call Session 2 Part Ⅰ Customer Needs What needs do we seek to satisfy? Company Skills What special competence do we possess to meet those needs Competition Who competes with us in meeting those needs Collaborators Who should we enlist to help us and how do we motivate激发 them? Context What cultural, technological and legal factors limit what is possible? Market Segmentation Market segment is a set of potential customers alike in the way they perceive and value the product, in their buying behavior, and in the way they use the product. Purpose To delineate划定 groups of potential buyers according to their needs, market potential, and buying behavior. Defining relevant market segments is the first step in Product/Market selection Segmentation Variables变量 Demographic Consumer (family income, age, sex, ethnicity, education level) Industrial (enterprise size, type, buying processes) Geographic Product preferences, trade regulations, market potential, competition Economic shipping distance, customer’s source-proximity needs Psychographic Consumer lifestyle (attitudes toward self ,work, family; peer-group identity) Corporate culture (tolerance for risk-taking, buyer/supplier relationship values) Product use and application Consumer (purchase purpose) Industrial (ap