市场营销英语课件chapter 1

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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