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页数:15页
时间:2018-10-26
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1、Chapter1StrategicPlanningandtheMarketingManagementProcessterminologies1.marketingconcept11.portfolioplan2.marketingplanning3.production(customer,selling)orientation4.marketpenetrationstrategies5.product(market)developmentstrategies6.marketingmix7.Strategicplanning8.strategicb
2、usinessunit(SBU)9.competitiveadvantage10.cross-functionalteamPartⅠTheMarketingConceptⅠ.DefinitionofMarketingConcepttheoryorideathatanorganizationshouldseektomakeprofitbyservingtheneedsofcustomergroups.Ⅱ.commonguidelineofsalesconcepts★productorientation:focusonthefirm’scurrent
3、product★sellingorientation:devisingmethodstopersuadecustomerstobuyproduct★customerorientation:servingallkindsofcustomers’needs思考:comparecustomerorientationanddefinitionofMarketingConcept.BackgroundInformation1.(type)PhaseofSalesconcept:(1)productionconcept生产观(生产导向)(2)productc
4、oncept产品观(产品导向)(3)sellingconcept销售观(推销导向)(4)marketingconcept营销观(顾客导向)(5)societalmarketingconcept社会营销观2.TheAmericanMarketingAssociation:美国市场营销协会。由市场营销教师全国联合会(NationalAssociationofTeachersinMarketing)和美国市场营销学会(AmericanMarketingSociety)于1937年合并在一起后成立的,目前在美国和世界各地拥有3.8万名会员,是全美最大的市
5、场研究行业组织之一。PartⅡwhatisMarketingⅠ.ExamplesofmarketingⅡ.DefinitionofMarketingMarketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelation-shipsinwaysthatbenefittheorganizationanditsstake-holders.(fromAM
6、A,2004)translation:营销既是一种组织职能,也是为了组织自身及利益相关者的利益而创造、传播和传递顾客价值,管理顾客关系的一系列活动。补充:原文:Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.(fromAMA,2007)translati
7、on:营销是创造、传播、传递和交换对顾客、客户、合作伙伴乃至整个社会有价值的产品和服务的一系列活动、机制和过程。PartⅢWhatisStrategicPlanning(Briefly)Ⅰ.DefinitionofStrategicPlanning(1)Itmeanstheactivityprocessofmakingobjectivesandstrategiesdesignedtogivetheorganizationachancetocompeteeffectivelyinthemarket.(从目的角度)(2)strategicplanni
8、ngincludesalltheactivitiesthatleadtothedevelopmentofaclearorganizati
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