1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）
The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, rvices and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diver activities marketers perform.(强调市场商人不同的行为活动)
Deciding what products to offer
Setting prices
Developing sales promotions and advertising campaigns
Making products readily available to customers
2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)
The Production Concept 生产观念
The Selling Concept 推销观念
形容男子
微波炉能做蛋糕吗The Marketing Concept 市场营销观念
The Production Concept 生产观念
The idea that a firm should focus on tho products that it could produce most efficiently and that the low-cost products would create the demand for tho products.
The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)
The Marketing Concept市场营销观念
Difference between Selling and Marketing销售与营销的区别
| 功夫教学 Selling：先销售再… | Marketing：先调查市场需要再… |
Emphasis is on the product. | Emphasis is on customers’ wants. |
Company first makes the product and then figures out how to ll it. | Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy tho wants. |
妈妈的秘密Management is sales-volume-oriented. | Management is profit-oriented. |
Planning is short-run, in terms of today’s products and markets. | Planning is long term, in the n of new products, tomorrow’s market, and future growth. |
Stress needs of ller. | Stress wants of buyers. |
管理类书籍 | |
3.The Marketing Mix / The 4P’s of Marketing市场营销组合
1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）
Consumer products消费品：produced for and purchad by houholds for their u.
Industrial products 工业产品：are sold primarily for u in producing other products.
2)Price（价格：消费者为获得产品所必须支付的金额）
Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Loss Leader Pricing (亏本出售商品）lling things in its lower price than its cost price in order to attract customers to purcha the products.
Penetration Pricing (骨架大渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。is a pricing strategy where the organization ts a low price to increa sales and market share. “Introductory
”.
Price Skimming（撇脂定价法---心理定价策略）将产品的价格定的较高，尽可能在产品生命初期，在竞争者研制出相似的产品以前，尽快的收回投资，并且取得相当的利润。Means the charging of relatively high prices that take advantage of early customers’ strong need for the new product, and then decreasing it slowly as sales begin to decline.
Differential Pricing（区别定价法）involves allowing the same product to be priced differently.
3)Place (分销：代表公司为使产品达到目标顾客手中所进行的各种活动)
Place / Distribution refer to how you will ll your products to your customers.
4)Promotion（促销：代表公司宣传其产品优点和说服目标顾客购买所进行的各种活动）
Personal lling(人员销售）、Advertising、Sales promotion（销售促销）、Publicity（宣传）
4.The Product Life Cycle 产品生命周期（PLC）
Introduction Pha 引入期
Growth Pha 成长期
Maturity Pha 成熟期
Decline Pha 衰退期
（4p-市场营销在每一个时期呈现的不同特点）
主语从句例句Limitations of the Product Life Cycle Concept 产品生命周期的局限性---不适用于产品销量的预测，之使用与一般预测。
5.1）Consumer Buying Behavior（消费者购买行为：作为个人使用产品和决策构成消费者购买行为。社会、心理、人口和环境因素）
Need recognition 51假期 Search Evaluation of alternatives(比较同类产品讯息) Purcha decision After-purcha evaluation（评估购买行为）
Several factors affect the buying decision of consumers.
