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 Rearch 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, rvices and ideas to create exchanges that satisfy individual and organizational 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 tho products that it could produce most efficiently and that the low-cost products would create the demand for tho products. The Selling Concept 推销观念 Recognized that personal lling
and advertising were important lling 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 tho needs,better than the competition. Focus on customer needs before developing the product Aligning all functions of the company to focus on tho needs Realizing a profit by successfully satisfying customer needs over the long-term. Difference Between Selling and Marketing Selling Marketing Emphasis is on the product. Emphasis is on customers’s wants. Company first determines customers’ wants Company first makes the product and then figures out how to ll it. and then figures out how to make and deliver a product to satisfy tho wants.
treat her like a lady Management is sales-volume-oriented. Management is profit-oriented. macklemore Planning is short-run, in termmtbes of today’s Planning is long term, in the n of new products, tomorrow’s market, and future products and markets. growth. Stress needs of svoa 美国之音
eller. Stress wants of buyers. The Marketing Mix 市场营销组合 The 4P’s of Marketing Marketing { Product Price Place Promotion } 1.Product 产品 A good is a physical object that can be purchad. e.g. a radio, a hou, a car A rvice is an action or activity done for others for a fee. e.g. Lawyers, taxi drivers perform rvices. Product refers to both goods and rvices. Consumer products are produced for and purchad by houholds for their u. Industrial products are sold primarily for u in producing other products. 2. Price Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product. a. cover any overheads (企业经常性费用） b. compete with rival companies c. charge a price customers are willing to buy Loss Leader Pricing (亏本出售商品）involves lowering prices on a number of key products in order to attract a customer to purcha the products. Penetration Pricing (渗透定价法）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） means the charging of relatively high prices that take adv
antage 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 Place / Distribution refers to how you will ll your products to your customers. For a producer, the method of distribution is extremely important as it could affect how their product is received and how it lls. The forms of Place / Distribution 1）Direct supply / sale lling direct to your customer 2）Direct to retailer 4. Promotion 促销 To make your customers aware that your products exist, you may u:
1. Personal lling(人员销售）: personal communication of information to persuade a prospective customer to buy something 2. Advertising: television, magazine, Internet, radio, video, posters, cinema, catalogue, direct mail and so on. （赠券）（价格折扣）（赠radical3. Sales promotion（销售促销）:coupons, rebates, premiums品）（加量不加价）（降价销售）, bonus packs,money-off-promotions 4. Publicity（宣传）：public relations The Product Life Cycle 产品生命周期 Produ
会议翻译
hard是什么意思ct always go through what is known as a life cycle. Introduction Pha 引入期 Growth Pha 成长期 Maturity Pha 成熟期 Decline Pha 衰退期 Introduction Pha 引入期 The primary goal is to establish a market and build primary demand for the product class. Product: one or few products, relatively undifferentiated. Price: a. skim pricing strategy for a high profit margin as the early adopters buy the product and the firm eks to recoup development costs quickly. b. In some cas a penetration pricing strategy is ud and prices are t low to gain market share rapidly. if是什么意思 出国留学中心Distribution: Distribution is lective and scattered as the firm commences implementation of the distribution plan. Promotion: Promotion is aimed at building brand awareness and getting potential rellers to carry the product. Growth Pha 成长期 A period of rapid revenue growth. During the growth pha, the goal is to gain consumers’ preference and increa sales. 目的地英语Product: New product features and packaging options; improvement of product quality. Price: Maintaining at a high level if demand is high, or reducing to capture additional customers. Distrib
ution: Distribution becomes more intensive. Trade discounts are minimal if the rellers show a strong interest in the products. Promotion Increasing advertising to build brand preference. Maturity Pha 成熟期 The maturity pha is the most profitable. Sales continue to increa. Brand awareness is strong. If product is one of the competing products, sales promotions may be offered to
