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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）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.the definition emphasizes the div
2、erse activities marketers perform.(强调市场商人不同的行为活动)v Deciding what products to offerv Setting pricesv Developing sales promotions and advertising campaignsv Making products readily available to customers2. The marketing Concepts(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)v The Production Concept 生产观念v Th
3、e Selling Concept 推销观念v The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客
4、沟通从而获取他们的订单)The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别Selling：先销售再Marketing：先调查市场需要再Emphasis is on the product.Emphasis is on customers wants.Company first makes the product and then figures out how to sell it.Company first determines customers wants and then figures
5、 out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of todays products and markets.Planning is long term, in the sense of new products, tomorrows market, and future growth.Stresses needs of se
6、ller.Stresses wants of buyers.3.The Marketing Mix / The 4Ps of Marketing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）Consumer products消费品：produced for and purchased by households for their use.Industrial products 工业产品：are sold primarily for use in producing other products.2)Price（价格：消费者为获得产品所必须支付
7、的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing (亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法-心理定价策略）设定最
8、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。is a pricing strategy where the organization sets a low price to increase sales and market share. “Introductory”.Price Skimming（撇脂定价法-心理定价策略）将产品的价格定的较高，尽可能在产品生命初期，在竞争者研制出相似的产品以前，尽快的收回投资，并且取得相当的利润。Means the charging of relatively high prices that take advantag
9、e 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：代表公司为使产品达到目标顾客手中所进行的各种活动) Place / Distribution refer to how you will sell your products to
10、your customers.4)Promotion（促销：代表公司宣传其产品优点和说服目标顾客购买所进行的各种活动）Personal selling(人员销售）、Advertising、Sales promotion（销售促销）、Publicity（宣传）4.The Product Life Cycle 产品生命周期（PLC）v Introduction Phase 引入期v Growth Phase 成长期v Maturity Phase 成熟期 v Decline Phase 衰退期（4p-市场营销在每一个时期呈现的不同特点）Limitations of the Product Life
11、 Cycle Concept 产品生命周期的局限性-不适用于产品销量的预测，之使用与一般预测。5.1）Consumer Buying Behavior（消费者购买行为：作为个人使用产品和决策构成消费者购买行为。社会、心理、人口和环境因素）Need recognition SearchEvaluation of alternatives(比较同类产品讯息)Purchase decisionAfter-purchase evaluation（评估购买行为）Several factors affect the buying decision of consumers.v Social factors
12、: family members , peersv Psychological factors: attitude, personalityv Personal characteristics: age, educationv Specific conditions2）Industrial Buying Behavior 企业购买行为The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-pr
13、ofit groups is referred to as industrial buying behavior. 6.Marketing Research （市场营销调研有效的调研包括5个步骤）Forming the research question确定问题和研究目标Research design制定调研计划Data collection: secondary data, primary data资料搜集Data analysis资料分析Choosing the best solution确定最好的解决方法7Market Segmentation （市场细分：按照购买者所需的个别产品或营销
14、组合，把一个市场分为若干不同的购买者群体的行为）The division of a market into different homogeneous group of consumers.v Mass marketing(大量营销）v Target marketing（目标营销）1）Requirements of Market Segments 市场细分的要求v Identifiable（可确认的）: The differentiating attributes（部分） of the segments must be measurable so that they can be identi
15、fied.v Accessible（可以达到的）: The segments must be reachable through communication and distribution channels.v Substantial: The segments should be sufficiently large to justify the resources required to target them.v Unique needs（独特的需求）:To justify separate offerings, the segments must respond differentl
16、y to the different marketing mixes.v Durable（耐用持久的）:The segments should be relatively stable to minimize the cost of frequent changes.2）Segmentation Bases 细分依据v Geographic segmentation bases(地理因素）: city, state, region.v Demographic segmentation bases（人口因素）：age, income, education, occupation, sex, ra
17、ce, social class.v Psychographic segmentation bases（消费心理因素）: attitudes, personality, opinions, lifestyles, interests, motives.v Behaviouralistic segmentation（消费行为因素）: Based on actual customer behavior toward products.12.29.202212:5112:51:4022.12.2912时51分12时51分40秒12月. 29, 2229 十二月 202212:51:40 下午12:51:402022年12月29日星期四12:51:40
