市场营销英语全册课件 .ppt

1、（修订第二版）Unit 1Introduction to MarketingUnit 2Strategic Planning and Marketing Management ProcessUnit 3Analysis of Marketing EnvironmentUnit 4Consumer Markets and Consumer BehaviorUnit 5Organizational Markets and Buying Behavior0102030405CONTENTSUnit 6Marketing Research and Information System Unit 7Me

2、asuring and Forecasting DemandUnit 8Market Segmentation，Targeting and PositioningUnit 9Product Branding Packing Unit 10Product Branding Packing 0607080910CONTENTSUnit 11PricingUnit 12Marketing Channels and Physical DistributionUnit 13Marketing Communication Strategy and Integrated Marketing Communic

3、ationUnit 14Promotion ToolsUnit 15Competitive Marketing Strategies1112131415CONTENTSUnit 16International Marketing16Introduction to MarketingUnit 1Sentence Patterns1Marketing is the process of the planning and executing the conception,pricing,and distribution of ideas,goods,and services to create ex

4、changes that satisfy individual and organizational objectives.Official definition of marketing by American Marketing Association营销是指一个计划和实施的全过程，能够将一定的想法、物品和服务形成产品概念、制定价格并且将其分销出去，从而达成满足个人和组织要求的交换。美国营销协会关于营销的正式定义2Marketing must not be understood in the old sense of making a sale“telling and selling”bu

5、t in the new sense of discovering and satisfying customer needs.营销不是传统意义上的“王婆卖瓜，自卖自夸”式的卖东西，而是应该理解为发现并且满足顾客需求的过程。Sentence Patterns3In marketing,market is defined as people with the desire and with the ability to buy a specific product.在营销学中，市场是指对某种产品有购买欲望和购买能力的人群。Sentence Patterns4A market segment is

6、 a distinct group of customers within a large market who are similar to one another in some way and whose needs differ from other customers in the large market.细分市场是指在一个大的市场中一群独特的顾客，其需求具有一定的相似性而与大市场中的其他顾客有所区别。Sentence Patterns5Depending on its goals and resources,a company may choose to focus on onl

7、y one segment or several.The chosen segment(s)become the organizations target market toward which it directs its efforts.根据企业目标和资源的情况，一个公司可能只选择专注于一个或几个细分市场，而选出的（这些）细分市场就成为企业主攻的目标市场。Sentence Patterns6The marketers strategic toolbox is called the marketing mix,which consists of the factors that can be

8、 manipulated and used together to create a desired response in the marketplace.These factors include the product itself,the price of the product,the place where it is made available,and the promotion that makes it known to consumers.营销人员的战略工具箱被称作营销组合，其中包含的因素可以被人为操作和组合运用，从而在市场上获得所期望的反应。这些因素包括产品本身、产品的

9、价格、可获得该产品的地点以及使之为消费者所知的促销手段。Sentence Patterns7A need refers to any difference between a consumers actual state and ideal or desired state.The particular form of product used to satisfy a need is termed a want,which is shaped by a persons knowledge,culture,and personality.When backed by buying power,

10、wants become demands.需求指消费者现实的状态与理想的状态之间的任何差异。用以满足某一需求的特定产品形态被称作具体需求，一个人的具体需求受其知识、文化和个性的影响。有购买力支持的具体需求就成为现实需求。Sentence Patterns8Customer value is the unique combination of benefits received by target buyers,such as quality,price,convenience,on-time delivery,and both before-sale and after-sale servic

11、e.顾客价值是指目标购买者能得到的所有利益的一个独特的组合，包含质量、价格、便利、及时送货以及售前与售后的服务等。Sentence Patterns9There are five alternative concepts under which organizations conduct their marketing activities:the production,product,selling,marketing,and societal marketing concepts.组织进行营销活动的指导思想有五种：生产观念、产品观念、销售观念、营销观念和社会营销观念。Sentence Pa

12、tterns10The central notion of the production concept is that products will sell themselves,so the major concern of business firms is production,not marketing.生产观念的核心思想就是凡是产品就能卖出去，因此企业主要关注的是生产而不是营销。Sentence Patterns11Manufacturers that are productionoriented typically focus on increasing production a

13、nd distribution efficiency while assuming that customers will seek out and buy reasonably priced,well-made products.以生产为导向的制造商通常只专注于增加生产和配送的效率，而假设消费者会主动寻求并购买定价合理和制作精良的产品。Sentence Patterns12The product concept holds that consumers will favor products that offer the best quality,performance,and the mo

14、st innovative features.产品观念认为消费者会选择质量和性能最好、功能最全的产品。Sentence Patterns13Firms that focus on a product orientation tend to develop a narrow view of the market,called marketing myopia.For instance,railroad management once thought users wanted trains rather than transportation and overlooked the growing

15、challenge of airlines,buses,trucks,and automobiles.以产品观念为指导的企业倾向于以狭隘的眼光看市场，形成一种营销近视病。比如，铁路部门的管理者就曾经以为消费者需要的是火车而不是交通，从而忽略了来自飞机、客车、卡车和轿车等其他交通方式的日益增长的挑战。Sentence Patterns14The selling orientation means that management emphasizes aggressive sales practices and that marketing is seen strictly as sales fu

16、nction.But it doesnt mean that consumers get what they want;rather,they are being pushed into buying what is available.销售观念是指管理者十分重视强力的推销活动，营销被视为狭义的销售。这就意味着消费者不能得到他们想要的东西，而是被促使购买现有的东西。Sentence Patterns15A firm that is selling-oriented is characterized by heavy reliance on promotional activity to sel

17、l the products the firm wants to make.以销售观念为指导的企业的特点就是过分依赖促销活动来出售企业自己想要生产的产品。Sentence Patterns16Overly aggressive sellingthe“hard sell”and unscrupulous tactics evolved during the sales-orientation era.As a result,selling developed an unsavory reputation in the eyes of many people.Old habits die hard

18、,and even now some organizations believe that they must use a hard-sell approach to prosper.在销售观念盛行的年代，过分强力的销售活动（也被称做“硬销售”）以及一些不道德的策略不断升级，结果造成许多人对销售活动产生了反感。但是积习难改，至今仍有一些企业相信他们得靠硬销售的方法才能发达。Sentence Patterns17In the marketing-orientation stage,companies identify what customers want and tailor all of t

19、he activities of the firm to satisfy those needs as efficiently as possible.在营销观念占主导的年代，公司要确认顾客需要什么，并且据此调整公司的所有活动来尽可能最有效率地满足这些需要。Sentence Patterns18The marketing concept holds that achieving organizational goals depends on determining the needs and wants of the target markets and delivering the desi

20、red satisfactions more effectively and efficiently than competitors do.营销观念的指导思想认为达到企业的目标要靠确认目标市场的需求，并且比竞争者更好和更有效率地满足市场的期望来实现。Sentence Patterns19The basic difference between the selling concept and the marketing concept is that selling is internally focused,while marketing is externally focused.销售观念

21、与营销观念最根本的区别在于前者是内向型的而后者是外向型的。Sentence Patterns20Selling starts with the factory,focuses on the companys existing products,and calls for heavy selling and promotion to obtain profitable sales.销售观念是从工厂出发的，专注于公司现有的产品，依靠大量的销售和促销活动来获得销售利润。Sentence Patterns21In contrast,marketing starts with a well-define

22、d market,focuses on customer needs,coordinates all the marketing activities affecting customers,and makes profit by creating long-term relationships based on customer value and satisfaction.相反，营销观念则是从一个精心定义的市场出发，专注于顾客的需求，协调所有影响顾客的营销活动，依靠在顾客价值和满意基础上建立起来的长期关系而获利。Sentence Patterns22In selling,the firm

23、attempts to alter consumer demand to fit the firms supply of the product.In marketing,however,the company adjusts its supply to the will of consumer demand.在销售观念指导下的企业试图改变消费者的需求来适应企业供给的产品，而在营销观念指导下的企业却根据消费者需求来调整自己的供给。Sentence Patterns23Companies can be identified as market-focused and customer-drive

24、n only when they are finely tuned to the changing customer needs and competitor strategies.当一个公司能够根据不断变化的消费者需求和竞争者战略而不断做出调整，才被认为是以市场为导向和以顾客为中心的公司。Sentence Patterns24The societal marketing concept holds that an organization should discover and satisfy the needs of its customers in a way that maintain

25、s or improves the consumers and the societys well-being.社会营销观念的指导思想认为一个组织应当在发现和满足顾客需求的同时维持和提高消费者与整个社会的福利。Sentence Patterns25A firm that sufficiently extends the breadth and time dimension of its marketing goals to fulfill its social responsibility is practicing the societal marketing concept.一个以社会营销

26、观念为指导思想的公司会积极扩展其营销目标广度和深度，从而能够履行其社会责任。Sentence Patterns26The marketing concept and a companys social responsibility are compatible if management strives over the long run to satisfy the wants of its product-buying customers,meets the societal needs of others affected by the firms activities,and achi

27、eves the companys performance objectives.如果一个公司的管理者能够努力从长期的角度来满足顾客的产品需求，并且满足受公司活动影响的其他人的社会需求，同时又能完成公司的运营目标，那么其营销观念和公司的社会责任就是一致的。Sentence PatternsProfessional Terms1.marketing2.exchange3.market4.market segment5.target market6.marketing mix7.product8.price9.place10.promotion11.need12.want13.demand14.c

28、ustomer value15.production concept16.product concept17.selling concept18.marketing concept19.societal marketing concept20.social responsibility21.market-focused22.customer-drivenProfessional TermsRelevant Knowledge1.Purpose of Marketing Rapid globalization means that companies now compete in markets

29、 all over the world.Foreign and domestic organizations are realizing that profit will only be achieved through the use of marketing.Marketing is the only revenue-producing activity for the organization.Peter Drucker says,“Because its purpose is to create a customer,the business has two and only two

30、functions:marketing and innovation.Marketing and innovation create value,all the rest are costs.”The idea that profit is not the primary goal of business is not a new.In 1954,Peter Drucker made the point in his book,The Practice of Management.“Profit is not the explanation,cause or rationale of busi

31、ness behavior and business decisions,but the test of their validity.”Profits are an essential result of business success.Again,the true purpose is the creation of customers:the efficient provision of goods and services which people want to buy.Satisfy customers and profit will follow.Relevant Knowle

32、dge Many people think that marketing is just selling and advertising.Peter Drucker explains marketing this way:“The aim of marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or service fits him or her and sells itself.”This is not to say

33、that selling and advertising are unimportant,but rather that they are part of a larger“marketing mix”that must be orchestrated for maximum impact on the marketplace.Relevant Knowledge Jerome McCarthy delineates the marketing mix as the four Ps(product,price,promotion,and place).Thus,a marketing mix

34、is a specific combination of four strategies product,price,promotion or marketing communications,and place or distribution designed to satisfy customers.The focus of marketing is to do such an excellent job of developing,pricing,promoting,and distributing a product to customers that the product prac

35、tically sells itself.Relevant Knowledge2.How Does Marketing Fit into the Company A good way to describe marketing activities is to consider the big picture of how they fit in with the other business functions.Through marketing efforts,decisions are made and strategies are implemented concerning:what

36、 products(goods,services or ideas)are to be offered,to whom(the target market),and how(how to inform potential customers of the offering,how to make the transaction,etc.).Products are created through production efforts.Capital and operating funds are managed and tracked in the accountin-finance area

37、.The focus of the human resources area is employees and the policies concerning them.Relevant Knowledge Oftentimes,a marketing approach relies upon the coordination of several business areas to be successful.For example,the product might need some tweaking by the person who produces it to respond to

38、 customer complaints.The person who handles human resource issues might be asked to develop compensation plans that reward sales people who build significant relationships that have tremendous potential but are slow to close.Special payment plans might need to be implemented by the accounting staff

39、to accommodate a variety of customer needs.Relevant Knowledge As a result,marketing usually crosses more departmental boundaries than other business functions do out of necessity.So,marketing requires the orchestration of everyone who plays a part in the common goal of pleasing the customer.Relevant

40、 KnowledgeReading Material1.Whats the Difference Between Selling and Marketing Many people mistakenly think that selling and marketing are the samethey arent.You might already know that the marketing process is broad and includes all of the following:(1)Discovering what product,service or idea custo

41、mers want.(2)Producing a product with the appropriate features and quality.(3)Pricing the product correctly.(4)Promoting the productspreading the word about why customers should buy it.(5)Selling and delivering the product into the hands of the customer.Selling is one activity of the entire marketin

42、g process.Selling is the act of persuading or influencing a customer to buy(actually exchange something of value for)a product or service.Marketing activities support sales efforts.Actually,they are usually the most significant force in stimulating sales.Oftentimes,marketing activities(like the prod

43、uction of marketing materials and catchy package)must occur before a salecan be made;they sometimes follow the sale as well,to pave the way for future sales and referrals.2.Contrasting the Selling Concept with the Marketing Concept The concepts surrounding both selling and marketing also differ.Ther

44、e is a need for both selling and marketing approaches in different situations.One approach is not always right and the other always wrongit depends upon the particular situation.In a marketing approach,more listening to and eventual accommodation of the target market occurs.Two-way communication(som

45、etimes between a salesperson and a customer)is emphasized in marketing so learning can take place and product offerings can be improved.A salesperson using the sales concept,on the other hand,sometimes has the ability to individualize components of a sale,but the emphasis is ordinarily upon helping

46、the customer determine if she wants the product,or a variation on it,that is already being offered by the company.In the sales approach,not much time is spent learning what the customers“ideal”product would be because the salesperson has little say in seeing that her companys product is modified.Fur

47、thermore,she isnt rewarded for spending time listening to the customers desires unless she has a product to match their desires that will result in a sale.(Note,however,that sales people arent restricted to the use of the sales concept;oftentimes they use the marketing concept instead.)Reading Mater

48、ial2.Contrasting the Selling Concept with the Marketing Concept At the heart of the sales concept there is the desire to sell a product that the business has made as quickly as possible to fulfill sales volume objectives.When viewed through the marketing concept lens,however,businesses must first an

49、d foremost fulfill consumers wants and needs.The belief is that when those wants and needs are fulfilled,a profit will be made.Do you see the difference?The selling concept,instead of focusing on meeting consumer demand,tries to make consumer demand match the products that have been produced;whereas

50、 marketing encompasses many research and promotional activities to discover what products are wanted and to make potential customers aware of them.Reading MaterialStrategic Planning and Marketing Management ProcessUnit 2Sentence Patterns1Strategic planning is the managerial decision process that mat