商务英语市场营销中英.doc

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1、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）Theprocessofplanningandexecuting（执行、实行）theconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.——thedefinitionemphasizesthediver

2、seactivitiesmarketersperform.(强调市场商人不同的行为活动)vDecidingwhatproductstooffervSettingpricesvDevelopingsalespromotionsandadvertisingcampaignsvMakingproductsreadilyavailabletocustomers2.ThemarketingConcepts(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)vTheProductionConcept生产观念vTheSelli

3、ngConcept推销观念vTheMarketingConcept市场营销观念TheProductionConcept生产观念Theideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthelow-costproductswouldcreatethedemandforthoseproducts.TheSellingConcept/salesconcept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)TheMarketin

4、gConcept市场营销观念DifferencebetweenSellingandMarketing销售与营销的区别Selling：先销售再…Marketing：先调查市场需要再…Emphasisisontheproduct.Emphasisisoncustomers’wants.Companyfirstmakestheproductandthenfiguresouthowtosellit.Companyfirstdeterminescustomers’wantsandthenfiguresouthowtomakeanddeliverapro

5、ducttosatisfythosewants.Managementissales-volume-oriented.Managementisprofit-oriented.Planningisshort-run,intermsoftoday’sproductsandmarkets.Planningislongterm,inthesenseofnewproducts,tomorrow’smarket,andfuturegrowth.Stressesneedsofseller.Stresseswantsofbuyers.3.TheMarketin

6、gMix/The4P’sofMarketing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）Consumerproducts消费品：producedforandpurchasedbyhouseholdsfortheiruse.Industrialproducts工业产品：aresoldprimarilyforuseinproducingotherproducts.2)Price（价格：消费者为获得产品所必须支付的金额）Referstothevalueorworthofaproductthata

7、ttractsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.LossLeaderPricing(亏本出售商品）sellingthingsinitslowerpricethanitscostpriceinordertoattractcustomerstopurchasetheproducts.PenetrationPricing(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。isapricingstrategy

8、wheretheorganizationsetsalowpricetoincreasesalesandmarketshare.“Introductory”.Pric