专业英语复习资料

Unit 1 Introduction of Marketing

一、the discovery and development of marketing

I . *Period of Discovery (1900-1920)

*Industrial Revolution

*A seller's market where demand exceeds supply

II . *Period of Functional Study (1921-1945)

Marketing functional study was the characteristic at this stage.

The book "Principles of Marketing" t hat Clark published in 1942 innovated functional study to some extent.

III. *Period of Formalization and Consolidation (1946-1955)

"Marketing in the American Economy" by Valle, Grether, and Cox was published in 1952 Maynard and Beckman defined the term marketing

Maynard summarized five different approaches to marketing studies

the principles of marketing and approaches to its study had already been summed up in this period.

Traditional marketing took shape then.

IV. Period of Management-Oriented Marketing(1956-1965)

top representative scholars in this period: Wroe Alderson, John. A. Howard, E. J. McCarthy. Wroe Alderson—— advanced the term "func tionalism“

Alderson saw that mathematical models and quantitative techniques could be used to research and analyze consumer taste, the size of advertising budgets and sales forces, and in distributing marketing messages across media — techniques that helped create the field of market research. Wharton built a more scientific basis for marketing research and became a major force in applying analytic models to marketing challenges.

John. A. Howard

Howard took the lead in proposing and describing the marketing theory and its application in terms of marketing management.

E. J. McCarthy

McCarthy brought up new opinions on marketing management In 1960, McCarthy reduced the Marketing Mix to 4 elements：4PsHe regarded consumers as a specific group, namely "target market"

V. Period of Coordination and Development (Since 1966)

The marketing theory became more mature in this period.

Marketing was separated from economics gradually and combined with theories such as management science, behavior science, psychology, social psychology, and so on.

George S. Downing : Introduced the systematic approach to marketing studies.

considered a company as a marketing system.

company exists in a big structure comprised by markets, resources, and all kinds of social organizations.

Philip Kotler:

published a book ："Marketing Management: Analysis, Planning, and Control" in 1967,in which modern marketing theories were discussed to a greater extent and more systematically.

its essence is demand management.

put forward the "Mega Marketing" theory in 1984

trade protectionism：state of closing markets appeared in domestic and international market adding 2Ps--political power and public relations--to original 4Ps.

二、Defining Marketing

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others

More simply: Marketing is the delivery of customer satisfaction at a profit

个人和团体通过创造及与他人交换产品和价值来获得他们欲求的东西的社会和管理过程。

三、need、want、demand

human needs ——The most basic concept underlying marketing. Human needs are states of felt deprivation . These needs are not invented by marketers; they are *a basic part of the human makeup.

basic physical needs for food, clothing, shelter, and safety

social needs for belonging and affection individual needs for knowledge and self-expression. Want：culture and individual personality unlimited wants, but have limited resources. Demand：When backed by buying power, wants become demands. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money.

四、custom value and customer satisfaction

Customer value is the difference between the values that the customer gains from owning and using a product and the costs of obtaining the product.

Customer satisfaction is the extent to which a product‘s perceived performance 表现，性能matches a buyer's expectations.

If the product's performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.

五、TQM and ROQ

Total quality management (TQM)is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes. "return on quality" (ROQ).

They make certain that the quality they offer is the quality that customers want. This quality, in turn, yields returns in the form of improved sales and profits.

六、.Five conditions of exchange

①There are at least two parties.

②Each party has something that might be of value to the other party.

③Each party is capable of communication and delivery.

④Each party is free to accept or reject the exchange offer.

⑤Each party believes it is appropriate or desirable to deal with the other party.

七、Transactions：conditions

①A transaction consists of a value trade between two or more parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.

②And usually a legal system arises to support and enforce compliance on the part of the transactor.

③Without a law of contracts, people would approach transactions with some distrust, and everyone would lose.

八、marketing management

the analysis, planning, implementation, and control of programs designed to create, build, and

maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

企业为实现其目标，创造、建立并保持与目标市场之间的互利交换关系而进行的分析、计划、执行与控制过程。

九、营销理念的种类及相关概念

The Production Concept：It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production oriented organizations concentrate on achieving high production efficiently and wide distribution.

消费者总是喜爱可以随处买到价格低廉的产品，企业应当集中精力提高生产效率，和扩大分销范围增加产量，降低成本。

It is still a useful philosophy in two types of situations.：demand for a product exceeds the supply and cost is too high.

The Product Concept:It holds that consumers will favor products that offer the most quality, performance, and innovative features.

产品观念认为，消费者最喜爱高质量、多功能和具有某些特色的产品.

The product concept can lead to "marketing myopia".

The Selling Concept:It holds that consumers will not buy enough of the organization's products unless it undertakes a large-scale selling and promotion effort.

推销观念认为，除非企业展开大规模推销和大力促销，否则消费者不会购买足够的产品。Overcapacity and buyer markets.

The Marketing Concept:It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do.

营销观念认为，要通过整合营销活动比竞争者更有效地确认和满足目标顾客的需要和欲望并以此实现组织的目标。

The marketing concept rests on four pillars :target market customer needs

integrated marketing profitability

The Societal Marketing Concept: It holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

社会营销观念认为，企业的任务在于确定目标市场的需要、欲望和利益，比竞争者更有效地使顾客满意，同时维护与增进消费者和社会福利。

Unit 2 Marketing Environments

一、M arketing Environment definition

It consists of the factors and forces outside marketing that affect marketing management’s ability to develop and maintain sucessful transactions with its target customers.

The marketing environment consists of external forces that directly and/or indirectly impact the organization. 营销环境是由对组织存在直接或间接影响的外部因素和力量组成。

二、m icroenvironment（微观环境）include other company departments、suppliers、marketing

intermediaries、customers、competitors and various publics.

三、T he Company group include top management, finance, research and development (R &

D), purchasing, manufacturing and accounting,

Top management sets the company's mission, objectives, broad strategies and policies.

Marketing managers must make decisions consistent with the plans made by top management. Marketing managers must also work closely with other company departments.

Finance is concerned with finding and using funds to carry out the marketing plan.

The R & D department focuses on the problems of designing safe and attractive products. Purchasing worries about getting supplies and materials, whereas manufacturing is responsible for producing the desired quality and quantity of products.

Accounting has to measure revenues and costs to help marketing know how well it is achieving its objectives.

四、M arketing Intermediaries营销中间商：

Marketing intermediaries are firms that help the company to promote, sell and distribute its goods to final buyers.

They include resellers, physical distribution firms, marketing services agencies and financial intermediaries.

五、P ublics 公众：

A public is any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives.

指对企业实现营销目标的能力有实际或潜在利害关系和影响力的团体。

The classification of publics:

1. Financial publics

2. Media publics

3. Government public

4. Citizen action publics

5. Local publics

6. General public

7. Internal publics

六、M acro environment include demographic forces, economic forces, natural forces,

technological forces, political forces and cultural forces.

七、T he feature/characeristic of demographic environment (6个)

Population size and growth trendy an aging population changing family

Rising number of educated people increasing diversity

geographical shifts in population

八、E ngel's law

Engel noted that the percentage of income families spent on food declined as their income level rose. The percentage of income spent on clothing and shelter remained constant, and the percentage of income spent on recreation, education, luxuries, and savings programs rose.

Unit 3 marketing research

一、d efinition MIS

A marketing information system (MIS) consists of people, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers.

营销信息系统由人、设备和程序组成，它为营销决策者收集、挑选、分析、评估和分配所需要的、及时的和准确的信息。

二、M IS 的构成

Internal report system 内部报告系统

Marketing intelligence system 营销情报系统

Marketing research system

Marketing decision support system 营销决策支持系统

三、M arketing intelligence comes from many sources

1. Internal intelligence

Much intelligence is from the company's personnel - executives, engineers and scientists, purchasing agents and the sales force

2. Suppliers Resellers Customers

3. Competitors

https://www.360docs.net/doc/373953768.html,panies also buy intelligence information from outside suppliers.

四、D efinition marketing decision support system

MDSS is a coordinated collection of data systems，tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action

营销决策支持系统是一个相互协调的集合体，包括数据系统、工具和技术，它通过软件与硬件支持，收集并解释来源于组织内部和外部环境的相关信息，并把它转化为营销活动的基础。

五、M arketing research steps

1. defining the problem and research objectives

2. developing the research plan

3. implementing the research plan

4. interpreting and reporting the findings

六、r esearcher must evaluate The secondary information carefully to make certain it is：relevant —— fits research project needs

accurate —— reliably collected and reported

current——sufficiently up to date for current decisions

impartial

七、M arketing research can be classified on the basis of either techniques or function. techniques :surveys, observational studies and experiment.

Function classification:exploratory ,Descriptive and causal

Unit 4 Connecting with Customers —— Consumer Behavior

一、Factors influencing behavior

①Cultural : Culture refers to the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions.

（1）culture factor:

Culture, subculture and culture.

Social Class 社会阶层Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors.

Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth and other variables.

②Social

③Individual/personal

④Psychological

二、Family Influences

Family members can strongly influence buyer behavior.

The buyer's parents make up the family of orientation.

In countries where parents continue to live with their children, their influence can be crucial.

三、Five roles exist family

(1) information gatherer (2) influencer (3) decision maker (4) purchaser (5) userFamily members assume different roles for different products and services.

四、Psychological Factors及各要素相关概念

Motivation：

Perception: Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world..

个人通过选择.组织并解释信息投入,以创造一个有意义的图像的过程.

Learning：Learning theorists believe that learning is produced through the interplay of drives, stimuli, cues, responses, and reinforcement.

学习论者认为一个人的学习是通过驱动力、刺激物、诱因、反应和强化而形成的。Values, Beliefs and Attitudes：

五、three perceptual processes

1. selective attention 选择性注意

Because a person cannot possibly attend to all of these, most stimuli will be screened out —a process called selective attention.

一个人不可能对所有刺激物都加以注意，其中多半被筛选掉，这个过程称为选择性注意。

2. selective distortion 选择性曲解

Selective distortion is the tendency to interpret information in a way that will fit our preconceptions.

选择性曲解是人们将信息加以扭曲，使之合乎自己观点的倾向。

3. selective retention 选择性保留

People will fail to register much information to which they are exposed in memory, but will tend to retain information that supports their attitudes and beliefs.

选择性记忆指的是人们不可能将所接触到和了解到的信息全部记住,而是倾向于记住那些符合自己信念和态度的东西。

Selective retention again works to the advantage of strong brands

六、Types of Consumer Buying Decisions and Consumer Involvement

routine response behavior 常规反应行为

limited decision making 有限决策

extensive decision making 广泛决策

七、影响消费者购买决策的因素5个Consumer Buying Decisions five factors

①level of consumer involvement ②length of time to make a decision

③cost of the good or service ④degree of information search

⑤number of alternatives considered

Unit 5 Building Strong Brands——Segmentation, Targeting and Positioning

一、L evels of Market Segmentation （6个层次级更层次的概念）

Mass Marketing：The starting point for discussing segmentation

In mass marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

在大众化营销中卖方忙着为所有的购买者进行大量生产、大量分配和大量促销单一产品。Segment Marketing：A market segment consists of a group of customers who share a similar set of needs and wants. 细分市场由在一个市场上有相似需求的顾客所组成。

Segment marketing offers several benefits over mass marketing

Niche Marketing：A niche is a more narrowly defined group, usually identified by dividing a

segment into subsegments or by defining a group with a distinctive set of traits who may seek a special combination of benefits. Adapting a company's offerings to more closely match the needs of one or more subsegments where there is often little competition

Local Marketing：——grassroots marketing—— experiential marketing Focus on the needs and wants of local customer groups - cities, neighbourhoods and even specific stores.

Individual Marketing：to satisfy the needs and preferences of individual customers.

The ultimate level of segmentation

"segments of one," or "one-to-one marketing."

Mass Customization：Mass customization is the ability to prepare on a mass basis individually designed products and communications to meet each customer's requirements.

是一种在大量生产准备基础上为个人设计和服务、制定计划和传播，以满足每个顾客要求的一种能力。

二、S egmenting Consumer Markets

Demographic Segmentation Geographic Segmentation

Psychographic Segmentation Behavioral segmentation

三、D emographic Segmentation人口细分

Segmentation based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race and nationality.

one of the most straightforward and meaningful bases for segmenting markets.

四、G eographic Segmentation地理细分

Geographic Segmentation calls for dividing the market into different geographical units, such as nations, states, regions, counties or neighbourhoods.

五、B ehavioral segmentation行为细分

六、P sychographic Segmentation心理细分

Psychographic segmentation divides buyers into groups based on social class, lifestyle or personality characteristics.

People in the same demographic group can have very different psychographic make-ups.

七、m arket segments must have the following characteristics 有效细分市场的标准

Measurability可衡量性Accessibility 可进入性Substantiality 实用性Differentiable actionable

八、T he firm can adopt one of three market-coverage strategies:

undifferentiated marketing, differentiated marketing and concentrated marketing.

Unit 6 Shaping The Market Offerings —— Product

一、Product definition

A product is anything that can be offered to a market to satisfy a want or need.

书P131图

二、产品组合概念

A product mix (also called product assortment) is the set of all products and items that a particular seller offers for sale.

Product Mix：width length depth

The width of a product mix refers to how many different product lines the company carries.

The length of a product mix refers to the total number of items in the mix. We can also talk about the average length of a line. This is obtained by dividing the total length by the number of lines. The depth of a product mix refers to how many variants are offered of each product in the line. 三、Product Life Cycle

Definition：The stages through which individual products develop over time is called commonly known as the "Product Life Cycle".

The classic product life cycle has five stages: Product development ；introduction; growth; maturity and decline.

书P149图9.1

四、The Concept of a Brand

"A name, term, sign, symbol or design, or a combination of these, that is intended to identify the goods and services of one business or group of businesses and to differentiate them from those of competitors."

五、Brand extension

The concept of brand extension

It refers to the set of beliefs that customers hold about a particular brand.

These are important to develop well since a negative brand image can be very difficult to shake off.

There are two main types of brand: manufacturer brands and own-label brands.

The advantage of brand extension

①Distributors may perceive there is less risk with a new product if it carries a familiar brand name. If a new food product carries the Heinz brand, it is likely that customers will buy it.

②Customers will associate the quality of the established brand name with the new product. They will be more likely to trust the new product.

③The new product will attract quicker customer awareness and willingness to trial or sample the product.

④Promotional launch costs (particularly advertising) are likely to be substantially lower.

Unit 7 How to set a Price on a Product

Pricing is the exercise of setting the price for something.

Pricing may include analysis of costs, competing products, channels of distribution, the aspirations of the market and how the company wants to position their product in the minds of customers.

External Influences on Price

Customer demand

Product life cycle

Competition and environment

Internal Influences on Price

company objectives and strategies ;

costs and classification (including fixed and variable costs);

economies of scale;

and the cost of implementing various pricing schemes. price strategy

skimming pricing (page 164)

penetration pricing

status quo pricing