【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 anizational 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 need