Chapter 5市场营销英语

Chapter 5 ,6 第5，6 Market segmentation,target and positioning 市场细分，目标和定位What is the first step in target marketing? 什么是市场营销的目标迈出的第一步？market positioning 市场定位market segmentation 市场细分target marketing 目标营销 none of the above 无以上 Which of the following steps of target marketing takes into account competitors' offerings to the market? 对目标市场以下步骤考虑到其竞争对手的产品市场？market positioning 市场定位market segmentation 市场细分 market targeting 市场定位 all of the above 以上所有Which of the following is not a way to segment consumer markets? 以下哪一项不是消费市场进行细分的方式？geographic segmentation 地理细分psychographic segmentation 心理细分 demographic segmentation 人口统计细分 all of the above are ways to segment the consumer market 以上所有的方法是部分消费市场Of the four main types of segmentation bases used to segment consumer markets, _____ is the most popular. 四个部分用于消费市场的细分基地的主要类型，_____ 是最受欢迎的。geographic segmentation 地理细分psychographic segmentation 心理细分demographic segmentation 人口统计细分 behavioral segmentation 行为细分A marketer selling different offerings in different communities would be using _____ segmentation. 市场人员在不同社区的销售

不同的产品将使用_____分割。geographic 地理psychographic 心理demographic 人口behavioral 行为Marketers selling luxury cars often use income as a segmenting variable. Income is one component of _____ segmentation. 营销销售豪华车往往作为细分变量。收入是_____的一个组成部分分割的收入。geographic 地理psychographic 心理demographic 人口behavioral 行为Social class, lifestyle and personality characteristics are three components of _____ segmentation. 社会阶层，生活方式和个性特征是_____的三个组成部分分割。geographic 地理psychographic 心理demographic 人口 behavioral 行为 Many marketers believe that _____ variables are the best starting point for building market segments. 许多营销人员认为，

_____变量是最佳的出发点，建立细分市场。 geographic 地理psychographic 心理demographic 人口behavioral 行为Marketers usually limit their segmentation analysis to behavioral variables. 营销通常会限制他们的行为细分变量的分析。True 正确的 False (Marketers will use a variety of variables to identify smaller, better-defined, target groups.) 假（营销人员将使用不同的变量，以确定更小，更清晰明确，目标群体。）Marketers believe that buying behavior and _____ provide the best basis for segmenting business markets. 营销人员认为，购

买行为和_____提供商务市场细分的最佳基础。operating characteristics 经营特色 situational factors 情境因素 benefits sought 利益寻求personal characteristics 个人特征Segmenting international markets on the basis of geographic, economic, political and cultural factors is called intermarket segmentation. 分割的地理，经济，政治和文化因素是所谓的跨市场细分基础上的国际市场。 True 正确的 False (Intermarket segmentation is forming segments of consumers in various countries who have similar needs and buying behavior.) 假（分割跨市场正在形成谁也有类似的需求和购买行为不同国家消费者的部分。） In order to be useful, market segments need to be which of the following? 为了有用，细分市场需要下列哪些？differentiable 微accessible 访问substantial 大量all of the above 以上所有 When using a _____ marketing strategy, a firm decides to target several segments and designs separate offers for each. 当使用_____的营销战略，公司决定针对若干段，设计为每个单独的优惠。differentiated 分化concentrated 集中mass 大众 micro 微 Micromarketing includes _____ and _____. 微码包括_____和_____。 local marketing; niche marketing 本地市场;利基营销 local marketing; individual marketing 当地销售，个人营销 niche marketing; concentrated marketing 利基营销;集中营销 individual marketing; concentrated marketing 个人营

销;集中营销 This type of micromarketing is also known as one-to-one marketing or mass customization. 这种类型的微码也作为一个称为一对一营销或大规模定制。local marketing 当地销售niche marketing 利基营销tailored marketing 定制营销individual marketing 个人营销 A product's _____ is the way the product is defined by consumers on important attributes relative to the competition. 一个产品的_____是该产品是重要的属性定义相对于消费者的竞争方式。image 图片position 位置equity 公平 value 值

When a company identifies the parts of the market it can serve best and most profitably, it is practicing _____. 当公司确定了市场的部分它可以成为最优秀和最有利可图，推行的是_____。

1.concentrated marketing 1.concentrated营销 4.segmenting 4.segmenting

2.mass marketing 2.mass营销 5 .undifferentiated 5。未分化

3.targeted marketing 3.targeted营销Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be _____ segmentation. 你的公司已经决定的本地化产品和服务，以满足当地市场需求。良好的做法，以将_____分割。 d. d. customer 消费者 a. geographic 答：地理 b. 湾 benefit 效益 e. image 形象 c. 角end-use 最终用途Mass marketers, such as Target and VentureStores, ignore market segment differences and target the

whole market with one offer. 如大众的营销目标和VentureStores，忽略的细分市场和目标的差异提供了一个整个市场。 What is their approach to segmenting? 什么是他们的方法来分割？ a.undifferentiated marketing a.undifferentiated营销b.differentiated marketing b.differentiated营销 c.target marketing c.target营销 d.blanket marketing d.blanket营销e.intelligent marketing e.intelligent营销 Outline the three major steps in target marketing. 纲要的目标市场营销三个主要步骤。The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. 第一步是市场细分：划分成具有不同的需求，特点，或行为，谁可能需要单独购买的产品或营销较小的群体市场混合物。The company identifies different ways to segment the market and develops profiles of the resulting market segment. 该公司确定了不同的方式来细分市场和发展所产生的市场概况。The second step is target marketing: evaluating each market segment's attractiveness and selecting one or more of the market segments to enter. 第二个步骤是目标市场营销：评估每个细分市场的吸引力，并选择一个或更多的市场进入。The third step is market positioning: setting the competitive positioning for the product and creating a detailed marketing mix. 第三步是市场

定位：确定该产品的竞争优势，创造一个详细的营销组合。Why do businesses segment their markets? 为什么企业细分市场？By going after segments instead of the whole market, companies have a much better chance to deliver value to customers and to receive maximum rewards for close attention to customer needs. 由后段，而不是整体上市，公司有一个更好的机会，为客户提供价值和接受密切关注客户需求的最大回报。Businesses segment using variables of operating characteristics, purchasing approaches, situational factors, and personal characteristics. 部分企业的经营特点，利用变量，采购方式，情境因素和个人特征。Why do international markets need to be segmented? 为什么国际市场需要细分？ Few companies have either the resources or the will to operate in all, or even most, of the countries that dot the globe. 很少有公司要么资源或将在所有经营，甚至大多数的国家中点全球。Different countries, even those that are close together, can vary greatly in their economic, cultural, technological, and political makeup. ，不同的国家，即使是那些接近，可以相差很大，在经济，文化，技术和政治架构。International firms need to group their world markets into segments with distinctive buying needs and behaviors. 国际公司需要进行分组与独特的购买行为细分市场的需求和他们的世界市场。Compare and contrast the five major segmenting

strategies. 比较和对比的五大细分策略。An undifferentiated marketing strategy ignores market segment differences and targets the whole market with one offer. 未分化的营销策略忽略市场的分歧和一个收购的目标包括整个市场。The mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different. 大众营销战略的重点是什么是共同的，在消费者的需求，而不是什么是不同的。In contrast, a differentiated strategy targets several market segments and designs separate offers for each. 相反，差异化战略的一些目标细分市场和设计的每一个单独的优惠。Companies hope for higher sales and a stronger position within each market segment. 公司希望和更高的销售额在每个细分市场更有利的地位。 Concentrated or niche marketing goes after a large share of one or a few segments or niches instead of going after a share of a large market. 浓缩或利基市场去后，一个或几个部分或之后，而不是一个大的市场份额将利基大的比例。These niches may be overlooked,

unimportant, or underworked. 这些细分市场中可能被忽略，不重要，或未尽。 Niching offers smaller companies an opportunity to compete by focusing their limited resources more effectively. 小生小公司提供了一个机会，竞争，集中有限的资源更有效。Using micromarketing, a company can tailor products and

marketing programs to suit the tastes of specific individuals and locations. 使用微码，公司可以调整产品和营销计划，以满足特定的个人和地点的口味。It includes local and individual marketing. 它包括本地和个人销售。 The five-stage process from market segmentation to position 这五个阶段，从市场细分定位的过程 1. 1。 identify the total potential market 确定总的潜在市场 2 .identify market segments 2。确定细分市场 3 .select target market 3。选择目标市场 4. 4。identify position of competing brands within the target market 确定目标市场内的竞争品牌的地位 5 .establish own position 5。建立自己的立场What are the five Criteria of effective segmentation 什么是有效的分割五项标准1.Measurable: It has to be possible to determine the values of the variables used for segmentation with justifiable efforts.

1.Measurable：它必须能够确定合理的努力与分割使用的变量的值。

2.Relevant: The segment size and profit potential of a market segment have to be large enough to economically justify separate marketing activities for that segment. 2.Relevant：该部门的规模和市场的潜在利润，必须足够大，以经济理由就在那一段单独的营销活动。

3. 3。 Accessible: the segment has to be access ible and servable for the organization. 无障碍：段要访问 ible和组织servable。

4. 4。 Distinguishable: The market segments have to be sufficiently diverse that they show different reactions to

different marketing mixes. 区别：细分市场必须有足够的分歧，表现不同的反应不同的营销组合。 5. 5。Feasible: It has to be possible to approach each segment with a particular marketing program and to draw advantages from that. 可行的：它必须能够以一种特定的市场营销计划每个环节，并从中得出的优势。Why might demographic segmentation be the most common type of segmentation? 为什么会人口分割是最常见的分割？Demographic segmentation is often based on observable features, making demographic segmentation easier than other types. 人口分割往往是基于观察的特点，使人口分割更容易比其他类型。Describe the STP strategy. 描述污水处理厂的战略。Segmentation:division of the total market into smaller, relatively homogeneous groups according to various characteristics. 分割：在整个市场划分成更小的，相对单一，根据不同群体的特点。Target marketing :the process of evaluating each market segment'sattractiveness and selecting one or more segments to enter. 目标市场营销：在每个市场segment'sattractiveness评估，并选择一个或多个细分市场进入的过程。Positioning : arranging for a product to occupy a clear,distinctive,and desirable place relative to competing products in the minds of target consumers. 定位：一个产品占据安排一个清晰，鲜明，和理想的地方相对于目标消费者心目中的竞争产品。 1.What is

Marketing? 1，什么是市场营销？Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others 营销是一种社会和管理过程，个人和团体获得他们需要什么，并通过创造和与他人交换价值的希望Marketing is about managing profitable customer relationships 营销是关于盈利的客户关系管理 2. The marketing mix Includes 2。营销组合包括Product 产品 Price 价格 Place 地点 Promotion 推广