双语市场营销Chapter

1、双语市场营销闫碧玮联系电话email: 共三十六页课程(kchng)要求评分方法(fngf)：平时成绩30%（含出勤和作业） 期末考试 70%积极参与保证出勤认真完成作业广泛阅读共三十六页开篇(kipin)之言树立市场营销的相关观念理解市场营销相关的知识、方法、理论体系通过对人市场营销个环节的系统学习，学会如何将知识、方法、经验、 思路在解决案例中融为一体，提高知识素质、形成知识资本，进而促进知识能力和职业能力的提升(tshng)广泛阅读与交流，提高专业英语的程度共三十六页Chapter1: Production & Development of MarketingF

2、ocus on:What are the connotation and features of marketing？What is the main pathway on which marketing evolves?共三十六页Discuss the contributions to marketing by classical schools, management schools and behavior schools.Analyze the concerns for marketing by commodity research approach, functional resea

3、rch approach, institutional research approach, management research approach and systematical research approach.共三十六页1.1 What is Marketing?美国市场营销(yn xio)协会（AMA）的定义American Marketing Association DefinitionMarketing is the process of planning and executing the conception, pricing, promotion, and distri

4、bution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.“市场营销是为创造达到个人和机构目标的交换，而规划和实施理念、产品和服务构思、定价、促销(c xio)和配销的过程。”共三十六页MarketingThis replaces the previous definition, which still appears in the AMAs dictionary: an organizational function and a set o

5、f processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.共三十六页It generates the strategy that underlies sales techniques, business communication, and business developments.It is an int

6、egrated process through which companies build strong customer relationships and create value for their customers and for themselves.共三十六页Core Marketing Concepts共三十六页What Motives A Customers to Take Action?Needs 通常是指对人类基本生存条件的满足期望。比如：人们需要食物、衣着、庇护所、安全等等。Wants 指满足具体效用的期望。比如：可口可乐、汉堡包、皮鞋、欧洲旅游等等。Demands 指

7、满足具有购买能力和购买欲望的实现和潜在的愿望。比如：花费2个月的工资去买一件时装，动用多年(du nin)的储蓄购买一套住房等等。共三十六页马斯洛的需求层次(cngc)理论 共三十六页What Will Satisfy Customers Needs and Wants?Products 产品是指任何可以提供于市场上，以引起消费者注意、购买，使用或消费，并满足(mnz)他们的欲望或要求的事物。Service 顾客服务是伴随主要提供物一起提供给消费者的附加利益与活动。服务将成为企业之间竞争的主要手段。共三十六页How Do Customer Choose Among Products and S

8、ervices?Customer Value 顾客所得与所付出之比。所得包括功能利益(ly)和情感利益(ly)；而所得付出包括金钱、时间、精力以及体力。Customer Satisfaction 取决于其实际感受到的绩效与期望的差异，是顾客的一种主观感觉状态，是顾客对企业产品和服务满足需要程度的体验和综合评估。共三十六页How Do Customers Obtain Products and Services?Exchanges 通过提供某种东西作为回报，从别人那里去的所需物的行为。Transactions 买卖双方价值的交换，它是以货币为媒介的，而交换不一定以货币为媒介，它可以是物物(w w

9、)交换。Relationships 与其顾客、分销商、经销商、供应商等建立起长期的互信互利关系。共三十六页Who Purchases Products and Services?共三十六页Modern Marketing System共三十六页Marketing Mix (4Ps)The marketing mix is a business tool used in marketing products. The marketing mix is often synonymous with the 4 Ps: price, promotion, product, and place.Howe

10、ver, in recent times, the 4Ps have been expanded to the 7 Ps with the addition of process, physical evidence and people.共三十六页ProductA product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like t

11、he tourism industry & the hotel industry or codes-based products like cell phone load and credits. Tangible products are those that can be felt physically. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. 共三十六页PriceThe price is the amount a customer pay

12、s for the product. The price is very important as it determines the companys profit and hence survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often, it will affect the demand and sales as well. 共三十六页The marketer sho

13、uld set a price that complements the other elements of the marketing mix, When setting a price, the marketer must be aware of the customer perceived value for the product. 共三十六页PromotionRepresents all of the methods of communication that a marketer may use to provide information to different parties

14、 about the product. Promotion comprises elements such as: advertising, public relations, personal selling and sales promotion. 共三十六页PlaceRefers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive

15、 distribution, selective distribution, exclusive distribution, franchising can be used by the marketer to complement the other aspects of the marketing mix .共三十六页1.2 Development of MarketingIn forming and developing the marketing theories, classical schools, management schools and behavior schools(古

16、典学派(xupi)、管理学派(xupi)、行为学派(xupi)）. Different schools have established their own views, features and specialties because of the research methods, interests, importance, and the individual backgrounds. They have been accelerating the development and progress of the marketing theory jointly, promoting t

17、he set-up and improvement of the marketing system as a discipline.共三十六页1.3 Connotation and Nature of MarketingConnotation of Marketing:Marketing is a science to study the marketing activities and their rules of the firm. It absorbs both the principles and techniques of western economy, economical ma

18、nagement and econometrics and the theories and methods of sociology, philosophy, politics, behavior psychology and mathematics.共三十六页Nature of MarketingApplicability (适应性）:Marketing studies not only the basic theory of the market, but also the marketing activities and their rules of the firm. Its pur

19、pose is to guide the market operation effectively.共三十六页2. Comprehensiveness(理解(lji)性）：Modern marketing was initially set up on the theory of economy and further developed into a brand-new science with the absorption and use of the theories and approaches of modern management, behavior science, mathe

20、matics, psychology, sociology, biology, package, trademark, and advertisement. 共三十六页3. Practicality(实践性）：The theory and the contents of the marketing are originated in the marketing experience of the firm and the correspondent study is for the purpose of instructing the marketing practices.共三十六页4. A

21、rtistry(艺术性）：The theoretic systems and approaches of modern marketing are easy to be understood and practicable.共三十六页1.4 Research Approaches of MarketingMarketing aims at probing the external environments of firms, the consumer behavior and the influence of them on the marketing activities, and the

22、regularity of the whole marketing process in firms.Moreover, the research approaches keep on changing with the reform of the research object and the richness of the research content in the development of the marketing.共三十六页The approaches of marketing research include of : commodity research approach

23、 (商品研究法）functional research approach （职能研究法）institutional research approach（机构(jgu)研究法）managerial research approach（管理研究法）systematic research approach（系统研究法）共三十六页1. 商品(shngpn)研究法 商品研究法又称产品研究法，是指研究特定的商品或产品大类的生产问题，以及如何分销到中间商和最终消费者的问题。是研究市场营销的一种途径(tjng)。即按产品类别向纵深方向对市场营销活动进行分析，是以产品为主体，分别研究各类产品或各个产品的设计、厂牌、商标、包装、价格、寿命期、促销等。共三十六页2. 职能(zhnng)研究法职能研究法是市场营销学的研究方法之一，即通过具体分析研究各种营销职能（如购买、销售、仓储等）和执行各种营销职能中所碰到的问题来研究和熟悉市场营销。市场营销的基本功能一般可分为交换功能、供给功能和便利功能三大类。它包括购、销、存、运、金融、信息等方面的内容。功能研究法主要(zhyo)是研究各种营销功能的特性及动态，着重研究不同的营销机构和不同的产品市场如何执行这些功能。共三