Marketing Ch2(SE)
营销术语
营销术语1、营销组合（MARKETING MIX）：是指传统的营销4P要素组合，包括：PRODUCT（商品）、PRICING（价格）、PLACE（位置、地点）及PROMOTION（促销、推广）。
也就是说一个产品的成功，至少需要这四个要素组合起来，缺一不可。
首先商品功能、质量、包装、规格要好，配合吸引人的价格、销售渠道、陈列位置、以及好的广告与促销及推广工作，才能有好的业绩。
其实营销不仅4P，还应加上PEOPLE（人员素质）及PRIORITIZATION（资源分配的“优先顺序”），因为“人”在营销活动中占了举足轻重的地位，而“优先顺序”是订出事情的轻重缓急，不可能同时把5个P的优先等级放在同一个顺序，必需对资源分配有一个先后的顺序，才能事半功倍。
2、市场定位（MARKET POSITIONING）：是指企业在市场上为求得合理的投资回报率，为自己所设定的服务功能，例如：把何种商品卖给何种目标顾客群。
是要批发？还是要零售？还是要批零兼营？是有店铺经营？还是无店铺经营？送不送货？每家公司都有其不同的市场定位。
通常选定好了商业模式后，其市场定位大致上就定下来了。
3、商业模式（BUSINESS MODULE）：是指企业所选择的业态，在此种业态的基础上再加上一些辅助或配套的业种或服务，就成为一个商业模式。
企业应选择一种生命力较强的商业模式，新一佳综合超市的商业模式目前在全世界的范围来看是最有生命力的，因为它符合了消费者以较低的价格一次购足，满足其日常生活的各种购物需求。
4、业态（BUSINESS FORMAT）：即商业企业的经营模式，目前新一佳综合超市的业态是“综合超市”，流通业的其他主要业态尚有：食品超市、食品折扣店、便利店、百货商店、百货公司、专门店、专卖店等。
5、业种（BUSINESS LINE）：在特定的业态里经营不同的业种，即不同的行业品种，例如：综合超市里有服饰业种、家居业种、食品业种及电气业种……等等。
Marketing Ch1(SE)
市场营销是一项有组织的活动，它包括创造
“价值”，将“价值”沟通输送给顾客，以 及维系管理公司与顾客间关系，从而使得公 司及其相关者受益的社会和管理过程。
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Su,Yu Fall 2011 School of Management
Marketing is about managing profitable customer relationships. 管理赢利性客户关 系
Combination of products, services, information or experiences that satisfy a need or want Offer may include services, activities, people, places, information or ideas
Su,Yu Fall 2011 School of Management
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The mission of marketing is satisfying customer needs （以消费者需求为中心）
Su,Yu Fall 2011 School of Management
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II. Core marketing concepts
Needs, wants, and demands Marketing offers: Value and satisfaction Exchange, transactions and relationships Markets
Su,Yu Fall 2011 School of Management
（市场营销是有意识有目的企业活动）
Su,Yu Fall 2011 School of Management
市场营销Ch2 customer value
Management School of CUG
River Liu
1.Defining Customer Value and Satisfaction
(1)Customer Value Premise:
Customers will buy from the firm that they perceive offers the highest customer delivered value(顾客让渡价值).
Customer
Delivered Value Is the difference between the total customer value and the total customer cost.
Total customer value is the expected bundle of benefits.
can companies deliver them? What makes a high-performance business? How can companies both attract and retain customers? How can companies improve both customer and company profitability?
River Liu
Management School of CUG
Tools for Tracking and Measuring Customer Satisfaction
Ghost shopping
Companies can hire people to pose as potential buyers to report on strong and weak points experienced in buying the company’s and competitors’ products. These mystery shoppers can test how the company’s sales personnel handle various situations. Managers themselves should leave their offices fro time to time, enter company and competitor sales situations where they are unknown, enter company, and experience firsthand the treatment they receive. A variant of this is for managers to phone their own company with questions and complaints to see how the calls are handled. Companies should contact customers who have stopped buying or who have switched to another supplier to learn why this happened. Not only is it important to conduct exit interview when customers first stop buying; it is also necessary to monitor the customer loss/rate.
市场营销学pptch2解析
Copyright © 2010 Pearson Education, Inc.
Developing Strategies for Growth and Downsizing Product/market expansion grid strategies
Copyright © 2010 Pearson Education, Inc.
Chapter 2- slide 15
Companywide Strategic Planning
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Product development is a growth strategy that offers new or modified products to existing market segments
planning
Copyright © 2010 Pearson Education, Inc.
Chapter 2- slide 12
Companywide Strategic Planning
Developing Strategies for Growth and Downsizing
Product/market expansion grid is a tool for identifying company growth opportunities through market penetration, market development, product development, or diversification
市场营销专业英语术语
市场营销专业英语术语第一篇：市场营销专业英语术语A A.C.Nielson 尼尔森市场研究公司 absorption of costs 成本分配 accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略 Acer 宏基acquisition new-product development strategy 新产品开发收购战略 activity-based costing 以活动为基础的成本系统 adaptability 适应性adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系 adopter categories 采购者的类型 adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体 advertising message 广告信息 advertising reach 广告接受人数 advertising source 广告信息来源 advertising 广告aerobic enthusiasts 增氧健身运动爱好者aesthetics 美感affinity club 同族俱乐部 after tests 事后测试 agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准 亚马逊公司 American Airlines 美国航空公司 American Express 美国运通American Marketing Association 美国营销协会 Amoco 阿莫科（英国石油公司）analysis of data 数据分析 analyzer strategy 分析者战略 Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑 area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望 assurance 保证AT&T 美国电话电报公司ATM(automatic teller machine)银行自动柜员机attitudes of consumers 消费者态度 attributes 属性 audiences 受众 auto repair 汽车维修automation services 自动服务 automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力 avante guardian 前卫派 Avon 雅芳awareness（产品）知晓度/知名度B baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码 barter 实物交易 basic physical needs 基本生理需要 Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵 before tests 事前测试Behavior Scan Information Resources Inc.行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准 benefit clusters 利益群体 benefits 利益 Benz奔驰 billing 帐单biological revolution 生物革命 birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbuster blue collars 蓝领BMW 宝马 Boeing 波音bottom line 底线/盈亏一览结算线 brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志 brand name 品牌名称 brand positioning 品牌定位brand recognition 品牌识别 brand strategies 品牌战略 brand 品牌branding strategy 品牌化战略 branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司 brokers 经纪人 budgeting 预算bundle 捆绑Bureau of Census 人口统计局 Burger King 汉堡王busines strength rating 商业能力评分 business plan 商业计划business position 经营地位 business sector 商业部门business services markets 商业服务市场 business strategies 经营战略 business unit strategy 经营单位战略 Business Week 《商业周刊》 buyback allowances 回购折让 buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力 buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性 buying intention 购买意图 buying offices 连锁商店的进货中心 buying power indes(BPI)购买力指数 buying situation 采购情况/类型 buying task 采购任务C cable TV 有线电视 Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司 capital gains 资本收益capital invested in product 产品投入资本 Carnival 嘉年华 cash cows 现金牛类 cash discounts 现金折扣 catalogue sales 目录销售categorization of perception 感知分类 categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司 CBS 哥伦比亚广播公司 centralization 集中化chameleons/followers 变色龙/跟随者 channel alternatives 可选择的营销渠道 channel conflicts 渠道冲突 channel decisions 渠道决策 channel functions 渠道功能 channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道 channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策 channel-management decisions 渠道管理决策 channels of communication 传播渠道 Charles Snow 查尔斯•斯诺 Cherokee 切诺基 chevrolet 雪佛莱 choice criteria 选择标准Christian Dior 克里斯汀•迪奥（世界著名时装品牌）Chrysler 克莱斯勒 Citi Corp 花旗银行 closing a sale 结束销售 clothing retailers 服装零售商 CNN 美国有线新闻网 co-branding 联合品牌code of ethics（职业）道德标准 coercive power 强制权cognitive dissonance 认识的不协调 Colgate-Palmolive 高露洁collection of data 数据收集 collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案 Comdex 计算机展销会 commercialization 商业化 commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体 company personnel 公司员工 Compaq 康柏comparative advertisements 比较广告 comparison of brands 品牌比较 compensation deals 补偿处理 compensation plan 酬金方案 compensation/rewards 酬金/奖励 compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive(supply-side)evolution 竞争（供方）演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力 competitor analysis 竞争者分析 complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场 computerized ordering 计算机化的订购 conclusive research 确定性研究 conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致 conformance 一致性confrontation strategy 对抗战略 conjoint measurement 联合测度法 conjunctive model 联合模型consumer decision-making 消费者（购买）决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品 consumer markets 消费品市场 consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销 consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知 consumption 消费 contests 竞赛contingency planning 权变计划 contract construction 契约建筑业 contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略 contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献（贡献毛利）分析contributrion margin 边际贡献 control strategies 控制战略convenience food stores 便利食品商店 convenience goods 便利品 convenience 服务的便利性 Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition(CBP)核心利益方案/提议corollary-data method 推定数据法 corporate HQ 公司总部corporate scope 公司（经营）范围 corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略 cost of capital 资本成本cost of goods sold(COGS)产品销售成本 cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益 costs of competitors 竞争者成本 costs of distribution 分销成本 countertrade 对等贸易 coupons 优惠券 courtesy 礼貌 coverage of geographic market 地域性市场的范围coverage of relevant retailers 相关零售商的销售范围 credibility 信誉 credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing习惯性定价法customer analysis 顾客分析customer contact 顾客接触 customer demand 顾客需求 customer intimacy 顾客亲密度 customer loyalty 顾客忠诚度 customer need顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留 customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知 customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度 customizing 定制D data collection 数据收集 data confidentiality 数据保密 data research 数据研究 data sources 数据来源 dealers 经销商deceptive advertisements 欺骗性广告 deciders 决策者declining markets 衰退市场 decoding 解码 defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略 defensive positioning 防御性定位 delivery time 交付时间delivery 配送Dell Computers 戴尔计算机公司 Delta Airlines 三角洲航空公司demand characteristics 需求特征 demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性 deregulation 放松管制 derived demand 衍生需求 descriptive research 描述性研究 design decisions 设计决策desired percentage mark-up on retail 预期零售利润率 desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素 different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销 differentiation over time 不同时间的差异 differentiation strategy 差异化战略 differentiation 差异化diffusion of innovation theory 创新扩散理论 dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析 direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销 direct marketing 直接营销direct product profitability(DPP)直接产品盈利性/利润率 direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略 discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 陈列空间 disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store(private lables)brands 分销商/私有品牌distributors 分销商 diversification 多元化 divest 撤退 divest 出让divestment or liquidation 收回投资或清算 dividend 红利 dogs 瘦狗类domestic target marketing strategies 国内目标市场定位的营销战略 dropping products 放弃产品 dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication（媒体）重复 DuPont 杜邦公司 durability 耐用性E early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素 economic power 经济权 economies of scale 规模经济 education services 教育服务effectiveness 有效性efficiency 效率Electrolux 伊莱克斯emergency goods 急需品 Emerson Electric 爱默生电气 emotional appeals 情感诉求 empathy 移情作用empirical evidence 经验性实例 empowerment 授权 encoding 编码 end use 最终使用 endorsement 赞同engineering（产品）工程设计 entrepreneurial strategy 企业家战略 entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略 establishment 机构ethical audit（公司）伦理审计 ethics of marketing 营销伦理道德 ethnic composition 种族构成 European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助 event 活动everyday low-price(EDLP)天天低价evoked set 引发的组合evolution of market 市场演变 exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场 exit barriers 退出壁垒 expansion path 扩张途径expectation measures（顾客）预期测度expectations of customers 顾客期望 expected unit sales 预计产量 expected value 期望价值 experience curve 经验曲线 experimental research 实验性研究 expert power 专长权exploratory research 探索性研究 export agents 出口代理（商）export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商 export 出口 exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额 external data sources 外部数据来源 external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法F facilitating agencies 辅助/中介机构 factor analysis 因素分析法 fads 时尚family branding 家族品牌 family life cycle 家庭生命周期 family structure 家庭结构 farm products 农产品fast-moving consumer goods(FMCG)快速变动的消费品fear appeals 恐惧/顾虑诉求 features 特征Federal Department Stores 联邦百货商店 Federal Trade Code （FTC)联邦贸易法案FedEx(Federal Express)联邦快递feedback data 反馈数据field test marketing 实地市场测试 financing 融资 fisheries 渔业fit and finish 结实度与外观 fixed costs 固定成本 fixed salary 固定工资flanker strategy 侧翼进攻战略 flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略 flat organizational structure 扁平的组织结构 FOB origin pricing FOB产地定价法 focus strategy 集中战略 followers 追随者 Ford 福特公司foreign middlemen 国外中间商 forestry 林业formalization 形式/规范化 formulate 制定fortress/position-defence strategy 防御堡垒战略 Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费电话号码 free goods 免费商品freight-absorption pricing 免收运费定价法 fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析 full-service wholesalers 全方位服务的批发商functional competencies and resource allocation 职能能力与资源分配 functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能 functional strategy 职能战略G games 比赛 gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric(GE)通用电气 General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征 geographic adjustments 地理调整 geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀 global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩张global marketing control 全球营销控制 global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场 globalization 全球化global-market expansion 全球市场扩张 goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商 Goodyear 固特异轮胎government agencies 政府机构 government buyers 政府采购者 government market 政府市场 government regulation 政府管制greenhouse effect 温室效应 grey market 灰色市场gross domestic product(GDP)国内生产总值 gross margin 毛利gross national product(GNP)国民生产总值 gross profit 毛利gross rating points(GRPs)总级别指数group/category product manager 类别产品经理growing markets 成长市场 growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩张战略growth-market strategies for market leaders 市场领导者的市场增长战略 growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保 guarantees 保证Gucci 古琦（世界著名时装品牌）H Haagen-Dazs 哈根达斯 hard technology 硬技术Harvard Business Review 《哈佛商业评论》 harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations(HMOs)（美国）卫生保健组织 heavy buyer 大客户Heileman Brewing Company Heinz 亨氏食品 helpfulness 有益性 Henkel 汉高Hertz 赫兹（美国汽车租赁巨头）Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统 high-involvement product 高参与产品 high-involvement purchase 高参与购买 hight marketshare 高市场份额战略 Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场 Honda 本田household/family life cycle 家庭生命周期 household 家庭hybrid technology 混合技术I IBM 国际商用机器idea generation 创意的产生/生成 ideas for new products 新产品创意/构想 idea-screening process 创意筛选过程 identification of segments 识别细分市场 Illinois T ool Works 伊利诺斯工具厂 image pricing 形象定价 imitative positioning 模仿定位 imitative strategy 模仿战略 impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销计划的执行和控制 implementation 实施improvements in or revisions of existing products 现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励 income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌 individual value 个人价值industrial goods & services 工业产品和服务 industrial goods channels 工业品分销渠道 industry attractiveness 行业吸引力industry attractiveness-business position matrix 行业吸引力-业务地位矩阵 industry dynamics 产业动态 industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者info communications industry 信息通信行业 infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术 information 信息 informative 告知性的 ingredient 成份in-home personal interview 个人家庭访谈 in-house use tests 内部使用测试 innovation 创新 innovativeness 创新性 installation 设施in-store display 店内展示in-store positioning 店内布局in-store promotion 店内促销 intangibles 无形integrated marketing communication plan(IMC)整合营销传播计划 integration of perception 感知整合 integration 整合 Intel 因特尔intensity of market position 市场地位的集中程度 intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用 interactive media 交互式媒体 interest rates 利率internal data sources 内部数据来源 internal marketing 内部营销internal organizational structure 内部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部 international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段 inventory level 库存水平investor relations advertising 投资关系广告 issue advertising 观点广告J Jaguar 美洲豹 Jell-O 吉露 jobbers 批发商Johnson & Johnson 强生 joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference(JND)恰巧注意到的差异just-in-time(JIT)management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排K Kao 花王 Keiritsu 凯莱通 Kellogg 凯洛格公司 Kentucky Fried Chicken(KFC)肯德基 key account management 主要客户管理 key accounts 关键客户 key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户 Kmart 凯玛特 Kodak 柯达Komatsu 小松公司 Kraft 卡芙L laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构 legal services 法律服务 legislation 立法legitimate power 法定权 level of compensation 酬金水平level of technical sophistication 技术的复杂程度 Levi Strauss 李维•史特劳斯Levi's 列维斯（全球最大的牛仔服制造商）lexicographic model 词典编纂模型 lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司 localization strategy 本地化战略 location pricing 场所定价 location 位置 lodging 房屋出租logistical alliances 后勤联盟 long-term memory 长期记忆 lost customer 失去的顾客Louis Vuitton 路易•威登（法国著名时尚品牌）low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技M macro risks 宏观风险macro environment 宏观环境 macro segmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额 maintenance strategy 保持战略 management overhead 管理费 mandatory adaptation 强制性适应 manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表 manufacturers' export agents(MEA)制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构 manufacturing process 制造过程 manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素 market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵 market circumstances 市场环境market demographics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略 market exclusion 市场排斥market expansion strategy 市场扩张战略 market factors 市场因素 market followers 市场跟随者 market growth rate 市场增长率market hierarchy 市场等级market inclusion 市场纳入market leaders 市场领导者 market measurement 市场测量market opportunity analysis 市场机会分析 market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场 market segmentation 市场细分 market share 市场份额 market targeting 目标市场选择 market 市场marketability 市场开拓能力market-entry strategies 市场进入战略 marketing action plan 营销行动计划 marketing audit 营销审计 marketing channel 营销渠道marketing codes of conduct 营销行为规范marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems(MDSS)营销决策支持系统marketing environment audit 营销环境审计 marketing flows and functions 营销过程和职能 marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统 marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合 marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划内容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究 marketing strategy 营销战略market-management organizational structure 市场管理组织结构 mark-up price 产品/溢价价格 Marlboro 万宝路 Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略 mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构 Matsu****a 日本松下电子mature conformists 成熟的随大流者 mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司（前世界通信公司）MDSS(Marketing-Decision Support System)市场决策支持系统measurability 可测度性 measure or index 测量指标 measurement criteria 计量标准 media audiences 媒体受众medical and health services 医疗卫生服务Medico Containment Services memory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国内贸易中间商 merchant wholesalers 商业批发商 message structure 信息结构 Michael Porter 迈克尔-波特 micro risks 微观风险micro segmentation 微观细分Miller-Tyding ACT, USA 米勒•泰丁法案 Minging 矿业Minnesota Mining and Manufacturing Company(3M)明尼苏达矿业和制造公司 Minolta 美能达miscellaneous sources 多方面来源 mission 宗旨missionary selling 推销式销售 Mitsubishi Heavy Industries 三菱重工 modified rebuy 调整再购monosegment positioning 单一细分市场定位 Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法 multilevel selling 多级销售multinational corporations(MNCs)跨国公司multiple test markets 多测试市场 multiple-brand strategy 多品牌战略 multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任N Nabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国内市场National Semiconductor 美国国家半导体公司natural products 天然产品 NEC 日本电子Nescafé 雀巢咖啡Nestlé 雀巢 net sales 净销售额network computer(NC)网络计算机 new business selling 新业务销售 new buy 购入新产品 new entrants 新进入者 new markets 新市场 new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线 new products 新产品new-product development 新产品开发 new-product ideas 新产品创意 Newsweek 《新闻周刊》 new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略 Nike 耐克 Nissan 尼桑no-brand brand name 无品牌的品牌名称 no-frills product 无虚饰产品 noise in communication system 传播系统中的噪音 non-financial rewards 非物质性奖励措施 non-probability sampling 非概率抽样 non-profit organization 非盈利组织 non-store retailing 无店铺零售业 number of stockouts 迟滞数目O object-and-task method of promotion budgeting 目标-任务促销预算法 objectives and strategy area audit 目标与战略领域的审计 objectives 具体目标 observation 观察法occupancy costs 房屋占用成本 occupation/position 职业/职位odd pricing 奇/余数定价法OEM(original equipment manufacturer)原始设备制造商overall quality 总体质量off-invoice discounts 发票之外的折扣 offsets 抵消交易 Omega 欧米加on-air testing 广播测试OPEC(Organization of Petroleum Exporting Countries)欧佩克（石油输出国组织）opening relationships 建立关系operating supplies 生产供应品 operational excellence 运作管理水平opinion leaders 意见领导者 opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵 order cycle time 订货周期 order processing订单处理 organizational level 组织层次organizational requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销 organizational markets 组织市场 organizational purchasing 组织采购 organizational structure 组织结构 outdoor enthusiasts 户外运动爱好者 out-of-home media 户外广告媒体 overall cost leadership 全面成本领先 overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权P Pacific Electric 太平洋电气 packaging 包装panel of experts 专家小组 parentage 渊源parties involved 交换中的各方 payment terms 支付条款 pay-off control 支出控制 penetration pricing 渗透定价 Pepsi-Cola 百事可乐perceived customer value 顾客感知价值 perceived quality 感知到的质量 perceived value 感知到的价值percentage of sales promotion budgeting method 销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual(product)positioning 感知（产品）定位perceptual map 感知图perceptual organization 感知组织 perceptual vigilance 感性的警惕 performance dimension 业绩标准 performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标 performance standards 绩效标准 performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical(product)positioning 物理（产品）定位physical descriptors 物理变量 physical distribution 实物分销 Pillsbury 皮尔斯博瑞 pioneers 先入者 Pizza Hut 必胜客 place utility 地点效用planning and control system area audit 计划与控制系统领域的审计 point of sale information 销售点信息point-of-purchase(POP)promotion 采购点促销point-of-sales(POS)data 销售点数据 pontificator 保守派 popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式 position intensity 地位集中程度 positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场 power in distribution 分销权力 power of buyers 购买者能力 power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇 premiums 额外奖励present competitors 现有的竞争者 presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性 price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销 price quotation 报价 price sensitivity 价格敏感度 price structure 价格结构 price 价格price/earnings ration 价格/收益比 price-off promotions 降价促销 price-setting process 定价过程 pricing adjustments 定价调整pricing policies 价格策略 pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM(Potential Rating Index for Zip Markets)按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identification 确定问题process management 过程管理 Procter & Gamble(P&G)宝洁公司 product line 产品线product availability 产品的可获得性 product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计 product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额 product leadership 产品领导能力 product life cycle(PLC)产品生命周期 product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计 product offering 供应品product organization of sales force 按产品组织销售队伍product policies 产品策略 product positioning 产品定位 product quality 产品质量 product scope 产品范围 product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型 product usage 产品用途 product 产品product(ion)-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构 product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use。
国际营销英文版(自己亲手整理)
CH11. Definition of MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. 2. Core Concepts of Marketinga. Target Markets ＆Segmentationb. Needs, Wants, and Demandsc. Product or offeringd. Value and satisfactione. Exchange and Transactionsf. Relationships and networksg. Marketing channelsh. Supply Chaini. Competitionj. Marketing Environment 3、 Simple Marketing SystemIndustryMarket（a collection of sellers ） a collection of buyers ）4. Company Orientations(导向) Towards the Marketplace（1）production concept 生产导向 expand resources→ Consumers prefer products that are widely available and inexpensive daily commodities （生活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation→ Consumers favor products that offer the most quality, performance or Innovative features.（reliability ） （speed ）Risky（3）selling concept 销售导向 advertise, promote sales→ Consumers will buy products only if the company aggressively promotes/sells theseproducts. （4）marketing concept 市场导向→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value（a ） the Selling conceptStarting point focus means ends（b ） the marketing Concept6. Evolving Views of Marketing’s roleprofits through sales volume selling and promotionExisting products Factoryprofits through customer satisfactionIntegrated marketingcustomer needss Marketa Marketing as an equal function b. Marketing as more important function. ProductionC.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needse. The customer as the Controlling function and marketing as the integrative function.project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demandneed: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）【Combination of techniques and skills and marketing condition 】➢ Product →Customer Solution （not only Consider the quality, performance, features ofproducts but also brand, related service）➢Price→定价cost of production, profits, demand, competitors.➢Promotion→specific methods used to push customers to buy product（gifts. discount, Coupon）give stimulators➢place→move the product from the manufacturer➢where we buy→retailers （distribution channels）, where the market locatedThe Four Cs➢Convenience for place➢Customer Solution products + services➢Customer Cost customers are more likely to but Products with more convenience➢Communication for Promotion information about the product, company, promotional information（benefits）though media, face-to-face communications9. Customer Satisfactioncustomer Satisfaction →value →benefit ÷cost①increase the benefits and reduce the costs at the same time→technology changeiphone, car②increase the benefits reserve the cost steady at the same time→手机、加量不如价③reserve the benefits and reduce the costs at the same time→促销（New Arrival）④increase the benefits by more than increasing the cost→iphone Plus⑤reduce the cost by more than reducing the benefits10.transaction 交易five Conditions must be satisfied to achieve transaction①at least two parties②each party must have something valve to the other party③each party is capable of the ability of communication and delivery④each party believes appropriate or desirable to deal with other parties→both of them canbenefit from the transaction not a zero Sum game but a win-win gameone winner one loser⑤each party is free to accept or reject the exchange and offer→not much interference（government）11.Scope of market10 terms of entity can be marketeda)Goods产品（physical goods实物）b)Service 服务（insurance, security, medication）c)idea （innovation, creation, new tech, small company with technology sell itself）d)persons （组织人）e)information→Culture related products→movief)property→expensive product(real property不动产house, building)real estate 房地产（persuade to buy real property）financial property（stock、bound债秀、future期货）g)experience体验→theme park、翔伞、真人CSh)event→Olympic games, Expo, Shows, trade fairi)place→scenic sports, cities, countries (investment)j)organization→(universities, hospital，museum）12.Four levels of Competition1)brand competition→company Sees the competitors as other companies offering same products or Services to the Same customers at similar prices大众Vs丰田top and second in sales, same level of salesprice花冠、高夫w迈腾-suv途锐in2)industrial competition→company Sees the competitors as all companies that make the same products 大众VS宝马VS奔驰VS起亚all provide cars, how to compete with othersdesign a new model 向上→辉腾向下→高尔夫（cheap）多品牌竞争大众（斯科达、西雅特）宝马BMW斯莱斯（奥迪、宾利）mini cooper（兰博尼、布加迪）3)form competition→company sees the competitors as all the companies that supply the same services 大众→transportation→motor bike BMW produces motor bike本田、雅马哈、川崎摩托车4)generic Competition→company sees the competitors as all the companies that compete for the same customers＇dollars大众→people→same sun of money 10万（car/house/travel）CH2 Winning Markets: Market-Oriented Strategic planning1.market-oriented strategic planningachieve profits and growth➢objectives→start from the Head office to each division➢resources→money, human resources, capital., raw material.(skilled workers, basic labor)Relations, technology resources, place resources➢skills→Special methods will be used or applied to achieve or realize the objectives➢opportunity→policy（reform and opening up, e-car, government Support, diplomatic relationship）Japanese cars→USA（economical）oil crisisbusiness unit业务单位2.objectivesCorporate and division strategic planningbusiness unit planningthe marketing processproject level planningthe marketing plan3.Strategic-Planning, Implementation and Control ProcessPlanning Implementation Control4.Define the corporate mission→What shoud be done for the company*values: culture of company*competitive Scopes:a)industry Scope→industry or range of the industry in which the company operate美的→家电领城（白色）索尼→电子产品奥克斯空调→车b)products and application scope→the product that company will supply富士康OEM provides services for big companyc)Competence scope竞争力→know the range of technology and other core competence董明珠→空调、电池NEC→TV、laptopapple→iOS, Chips, designingd)market Segment Scope→the type of market or the customersthe company will serve→group of the customers sharing same similaritybased on education, income, age…phones→income，age，sexe)vertical scope 垂直范围→the company have the number of channellevels from raw materials to final products and distnbution→Start with one Company and end in another companyDesigning, manufacturing, resembling, distributingonly cover one industry that they have advantage in apple: design, marketing, never produce raw material, never resemble productsf)geographical scope→range of regions and countries in which the company will operaterestaurant→local5.Establishing Strategic Business Units（SBU）建立战略义务单位*three characteristics of SBU①It’s the Single business, which is separated from the rest of the companyBMW -lots of sections, but it has different business unitsSBU- motorbike②It has it’s own Competitorsmotorbikes of BMW VS雅哈…→摩托③It has its own manager who is responsible for strategic planningand profit, performance管宝马摩托的经理与管宝马汽车的经理是平级的*Sign分配how to sign the resources?to the business unitsin order tohead office must evaluate the performance, profit, potential of the business unit.(重点)The Boston consulting Group＇s Growth Share Matrix矩阵Question Mark➢high market growth rate and low market share➢most business units Start from question mark➢need a lot of money, investment, resources to develop its market shareexpand the production→buy more machines, raw materials, hire more employees, build more factories➢result: not sure they have to think hard whether to continue to pour their money into this or not●Stars(不一定赚钱，甚至还需要继续投资) most shining ones 最需要钱→are the leaders of high market growth rate and high market share→Star was question mark oncealways show great performance in both growth market&market share*Where star makes money？Star不定赚钱公司要继续砸钱以保持优越Star doesn’t necessarily make a profit, the company still need to continuously pour the cash （money）to reserve the high growth rate＆market share●Cash Cow最赚钱impossible to develop quickly→is the former star of slow growth rate and the largest market share→produce a lot of cash for the company*why？1)the largest market share2)higher profit rate利润率→pays the company’s bills Income heavily rely on cash cowit supports＂other business units●Dogs不赚钱，甚到还会亏→are business units with weak market share→in low growth market maybe from cash Cow or question marks→make low profits or even lossSpecific Strategies for each sale (不是一一对比，一个sale可用1-2个strategy）（a）build the object of build strategy is to increase the market share even giving up short-term earning if that purpose of achieving.it is necessary→always need large investmentappropriate for question Marks/ Stars until it becomes star饿了么滴滴、支付宝红包、微信摇一摇→billions dollars for marketing（b）hold to preserve market shareSuitable for strong cash cow→mate sure it can continuouslyAchieve positive cash flow foreign language training young students’ study（c）harvest increase the short-term cash flow regardless of the long-term effect, make sure to make money within a short period of time→don’t care about the futuremaximize the use of the final profitwithdraw the business and get money back quickly reduce the cost input成本下降利润上升→cast flow reboostedSuitable for dog, question mark, weak cash cow马自达内置差一点，价格降一半4）divest剥夺放弃to sell the business because the resources can be better used elsewhere sell stars, question marks to Small company诸基亚手机大公司垃圾是小公司的宝贝Product Life Grade Theory （three stages）（USA→always new products）1) new product Stagenew product will only be produced and sold in the United States because of lag:A. imitation lag 模仿滞后（it takes time for another country to make similar product, long time to copy or imitate train employees）B. demand lag 需求滞后（they have no idea about the product. It takes time to develop a market and create demand）2)maturing stageexport this new product to other developed countries （similar market Condition→income, interest, habit）make the same product in Eu and Japan, sell them to the local market→production cost, transportation cost, better local servicelocalization export↓try to buy the same product from other developed countries→economic choice, manufacture advantages3)standardized stageeven the developing countries can make the same product, have quality control, more manufacture to developing countriesgive up manufacture and buy products*How does the USA reserve its advantage in export? Innovation.CH3 Analyzing Consumer Markets and Buying Behavior**Buying Behavior: Study how individuals and groups, organizationsSelect, buy, we, and dispose of goods, services, ideas or experiences tosatisfy their needs and desires. 1. Simple Response Model （external 外部）↓ ↓sales promotion: discount internal decision advertising based on personalities reference group age, gender government）①Economic ： policy →exchange rateRevaluation of RMB →buy abroadDevaluation of RMB →buy domestic products 贸战②IT →buy online（不针对某品）③political: 萨德，中韩关系break of the relationship④Cultural: culture -related productsHollywood movies, KFC, MCCultural Factors1. Culture is the most foundamental determination of the people’s behavior.When a child grow up in the USA, he/she is exposed to these cultural values: freedom, achievement and success individualism ……（1）freedom ： independence （leave family earlier than in China ）right(do sth. freely ） （2）achievement and success: how much contribution you can make to the society（3）individualism: emphasize on individual characters and seek more individual benefits or rights（4）efficiency and practicability: 效率和实践性trying is encouraged深圳速度→efficiency（5）material comfort物质享受（6）humanitarianism人道主义2. Subculture→each culture consists of smaller subcultures that provide morespecific identification and socialization for their membersnationality国籍racial groups种族geographical region地理位置在美中国人→餐饮、IT黑人→taxi driver白人→businessdo similar things3.Social class→are relatively homogeneous and divisionalthey are hierarchically or deal and their members share similar valves, interests and behavior, show distinct products and brand preference→income, education and occupationPeople in the USA are divided into 7 cases.1)Top class: “upper upper”less than 1％of USA’s population→Social elites who live on inherited wealth, they give large sums to charity and maintain more than one home. They send their children to top Schools.This small group serves as a reference group for others.标杆make contribution to the country表率作用how much you donate this year2)“lower lower＂:more than 7% of the population→people on welfare, visible poverty, Usually out of work and some of them are uninterested in finding a permanent work. most depend on the charity, social aid for income→jobless people, don’t like to workbeg restaurant for basic food, sleep in the park3)lower upperPeople coming up from the middle class who have earned high income or wealth through professions (professional sills→lawyers, dentists, scientists, engineers）or business, they tend to be active in Social and civic affairs.They buy status symbol products （top brands）and hope to be accepted in the “upper upper”about 2% very rich or powerful in politics施瓦辛格→加州州长4）”middle class”: about 32%, average pay, white and blue collar workersthey often buy -popular products （普通商品not very expensive）to keep up with the trend. they believe in spending more money on experiences for their children and aiming them towards college educationWorking class4. personal influence①age and family life Cycle Stage②lifestyle③occupation→economic circumstance④personality& self-concept5. Maslow＇s Hierarchy of NeedsSelf-actualization（setf-development and realization）→top class already achieve recognition Esteem needs（self-esteem,recognition）→receive more respect,recognition(donate,buy, luxuries) Social needs（Sense of belonging, love）→学生不买车买衣服书Reflect social status, buy things belong to the group Safety needs（security-protection）→qualityPsychological needs（food, water, shelter）→quantityCH4 Marketing Channels1. What is marketing channels？→refers to the middle man or intermediaries who are involved in the process of moving the products to the buyers and customers.2. two groups of channels1) merchants→deeply involved in buying and selling. They have to buy the products first and then resell. They have the title(ownership) of goods. They make money by price difference.e.g.: distributor 经销商Whole seller批发商retailer零售商exporter →distributor wholesaler →retailer →Individual customers（生产商）middlemanprice increases a lot2) agents→they do not need to buy the products first, they just help the exporter Search for customers and negotiate with the customers on behalf of the manufacturer.Conclude the deal/ transaction达成交易make money by commission(佣金) given by exporterpercent of the total valuese.g.: broker经纪人→use client’s money find business opportunitymanufacturer’s representativessales agent代理商Q: What kind of the product need relatively longer/ shorter channels?Consuming products 消费品→个人longerindustrial products工业品→公司shorter价格敏感、时间宝费→reduce channels3. advantages of marketing channels1）saving exporter’s money and time→if they want to sell products by themselves, they need to establish large Sales department, hire people which need money2) increasing the sales→sell through channels can achieve more sales because they are professionals. local channels know more about the market3) transferring more attention to manufacturer’s main business→manufact→Save all resources on manufact which they are good at and have advantage, same input different output4) improving the service→the channels can provide better service （presell and aftersell）near the customers and know well宝马→4s店→修车4.jobs and functions of agents1) gather information about the potential and current customers2) develop communication to stimulate the purchasing3) reach an agreement on price and other terms, help manufacturer and buyer conclude a dealcontract, delivery, payment, Insurance4) place orders(下订单)with manufacturer5) finance inventory at different levels 库存管理6）provide service of storage and transportation7) provide for buyer’s payment and bills8) oversee监管the extra transfer of ownership from one organization to another5. Commission for agents*On what kind of circumstance the percentage is big/small？Large, long- term order低many competitors →make Compromisesmall, Short-term order高△del credere→payment6. main considerations for agent selection1) make sure the potential agents are respectable businessmen(good business reputation)2）make sure the potential agents have their own resources to access the customers and government3) make sure the potential agents have well-developed facilities to achieve the goals.经营场所premise，location，places of the business→close to customers（office, well decoration, good transportation）good image vehicle5)make sure the potential agents have a long-term interest in handling exporter’s productswilling to sell the product for a long time very risky, expensive (find, confirm) to frequently change agents potential→affect the image7. different kinds of merchants in the market1) distributor direct buyers on manufacturer, given special rights→top level in channel system excusive selling nighty独家经销商≠专卖店in the specific area, this distributor can controlthe sales, other people have to buy from the distributorfirst and then resell2) consignment distributor委托经销商not necessary for consignment distributor to arrange the payment immediately for the goods they bought, pay after successfully selling them lower risk, arrange payment partially(→more troubles for exporters: more paperwork, but higher profits3) import house进口商行Complete transaction 交易not regular buyer，only buy the products when receiving an order help the customer to purchase4) state-buying organizationstate-owned corporationlarge buying quantitygiven special nights and licensescontrol the exporting and importing in specific areasbuy products through these corporation5)wholesaler批发商large buyer, buy products directly from the exporter if there is no distributorlarge quantity and sell to retailer零售商hope to become distributor6) retailer零售商much bigger than any wholesalere.g. Supermarket Chain store沃尔玛buy from wholesaler or directly from the exporterlarge quantity→have more influence on the manufacturerProducts with their own brand→leave the manufacture to other manufacturers·for small manufacturer·sales will increase, less favorable brand image·for big manufacturer, top brand higher price, sales can’t be guaranteed ·increase the sales volume(销售量)·can’t simply reduce the price which would lower the imageCH5 Marketing Communication→”P”romotion1. marketing communication mix→combination of the major skills and techniques for communicating with the customers.①promotional sub mix: short-term marketing objective→increase the sales within a short period of time→manufacturer has to provide specific information about the products and brands to the customers，provide stimulates and incentives to push the buyer to make a decision to buy the product immediatelyAd.discount, off, gifts coupons P.O.P.= point of purchase(place) given directly at the P.O.P(打折，show, try)可以立马买到②Public relation sub mix :→make more people like your company/ brand·focus on long-term marketing objectives·establish favorable brand image or reputation in the market·provide information about the company history, story of the leader - background ·noncommercial media：news, report, documentary→don’t have to payIntel→computer chips CPUAMD→second largest Computer chips manufacture through news (provide scholarship and position for graduates in Suzhou University)(merge with ATI)2. Consideration for marketing communication selection1) product characteristic→different products need different communicationsconsuming products: heavy advertisements, sales promotionindustrial products: personal selling2) marketing objectives→long/short term3) marketing environment→location, culture, political policy, law4) targeted audience→find customers who have the same interest hit the customers who are likely to be persuaded, and final communication is the budget and whether it is acceptable3. Specific techniques and media can be used for the marketing communication1) personal Selling:most efficient way→persuade the buyerhigh success rate but low efficiency 效率低limited coverageface-to-face talking：①give detailed information②Customers achieve more attention③get feedback and response which can be handled immediately*useful for large buyer& expensive products2) special trade presslike magazines, with limited readers, people work in specific industry, more likely to be persuaded and interested in companies introduced in the special trade presse.g.纺织品出版物3）direct advertising（sales literature and direct mail）有联系Sales literature：pointed materials （e.g. pricelist. Brochure. catalogue）it will be given directly to the customersprovide detailed information readers will catch information at their Conveniencehow to? through personal selling, trade fairs, direct maildirect mail: samples （used for confirming the quality of the product）(buyer’s sample -ask manufacturer to produce similar product)gifts （improve the relations with customers）mass media pros: large coverage variety of choicescons: expensivee.g. radio: popular, used when other media are not availablespoken language with music backgroundnewspaper: economic choice, limited coverage, select geographically（local restaurant→local newspaper）relatively detailedInformation, word description and picturesBillboard: improve brand familiarity 品牌熟悉度by repeating many timesmagazine: high-quality photos, more impressive, focus customers with common interest, football magazines( football fans players)。
学术英语(管理) Unit 2 课文翻译
《业务营销化》1 问街上一般的人什么是营销时，他们会告诉你那大概就是“卖东西的”。
这从根本上说是正确的，但营销不是简单的销售行为，而是怎样做成的销售。
我们都被全天候不间断营销所围绕，而我们每一个人都已经以我们自己的方式成了一名营销人。
2 专家是怎么定义营销的呢？根据美国市场营销协会，市场营销是一种组织职能，是为组织自身及利益相关者（stakeholders n. 利益相关者；股东）而创造、传播、传递客户价值，管理客户关系的一系列过程。
3 根据世界市场营销协会对营销的定义，“核心的经营理念是指导通过交换来识别和满足个人和组织需要的过程，从而为各方创造出众的价值。
”4最后，英国特许营销学会说，“营销是有利地识别，预测，和满足顾客需求的管理过程”。
5 如果我们只是看这三个定义的共性，我们可以看出，营销本质上（in essence）是：a)发现和给顾客他们所想要的和需要的东西，b)通过做这些来获利。
4Ps或5Ps营销策略6 密歇根州立大学（Michigan State University）的杰罗姆·麦卡锡（Jerome McCarthy）教授在20世纪50年代写了一本书并且定义了4Ps营销策略，包括产品、渠道、价格和促销。
这本书为这个星球上最古老的专业提供了一个清晰的结构，而这个结构成为市场营销的定义。
7 为了更好地理解营销，你应该有你自己对术语的定义。
例如，我认为营销是对产品的价格、分配、促销以及人员进行控制，满足顾客以获得利益。
控制是个充满感情的词语，尤其在我们谈及控制人的时候。
无论怎样，控制是很重要的，因为作为一名营销人员，我要控制市场营销的每一个工具并且操纵它们来使市场的影响力达到最大化。
8 作为一名营销经理，我控制一个产品的形象、味道和触感。
我控制我的产品应该要价多少。
我在促销工具中操纵工具，希望吸引（enticing）消费者购买我的产品。
下面便是被麦卡锡强调的4Ps营销策略。
此外，我们加入了第五个P：人。
商业托福的英语词汇
商业托福的英语词汇1. 引言商业托福（TOEFL）考试是全球范围内广泛认可的英语水平评估测试之一。
无论在职场还是商业领域，具备良好的商业英语能力对于个人的职业发展以及企业的国际化运作起着至关重要的作用。
在商业托福考试中，掌握商业英语词汇是提高分数的一项关键技能。
本文将介绍商业托福中常见的英语词汇，帮助考生准备和备考商业托福。
2. 商业领域词汇2.1. Market (市场)•Market research （市场调研）–Surveys （调查）–Focus groups （焦点小组）–Data analysis （数据分析）•Market segmentation （市场细分）–Demographics （人口统计学）–Psychographics （心理统计学）2.2. Marketing (营销)•Marketing strategy （营销策略）–Target market （目标市场）–Positioning （市场定位）–Competitive analysis （竞争分析）–Pricing strategy （定价策略）–Branding （品牌化）–Promotion （促销）•Market share （市场份额）2.3. Finance (金融)•Financial statements （财务报表）–Income statement （损益表）–Balance sheet （资产负债表）–Cash flow statement （现金流量表）•Budgeting （预算）–Revenue （收入）–Expenses （支出）•Investment （投资）–Return on investment （投资回报）2.4. Management (管理)•Leadership （领导力）•Human resources （人力资源）•Teamwork （团队合作）•Decision-making （决策）3. 学习商业托福词汇的方法为了提高商业托福的英语词汇能力，以下是几种学习方法：3.1. 阅读商业相关文献和书籍尝试读一些商业文献和书籍，如新闻报道、商业杂志和商业类书籍，以提高对商业词汇的理解和应用能力。
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Su, Yu Fall 2011
BuildBuild-A-Bear Workshop
Our Mission At Build-A-Bear Workshop®, our mission Buildis to bring the Teddy Bear to life. An American icon, the Teddy Bear brings to mind warm thoughts about our childhood, about friendship, about trust and comfort, and also about love. Build-A-Bear BuildWorkshop embodies those thoughts in how we run our business everyday.
Su, Yu Fall 2011
It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies. 战略计划通过定义清晰的公司使命、设立支 持性的公司目标、规划合理的业务组合以及 协调各个职能战略来实现这个目的。
Su, Yu Fall 2011
Designing business portfolio
Step1、 Step1、Analyzing the current business portfolio 分析当前的业务组合 Step 2、Developing strategies for growth 2、 and downsizing 制定成长和减缩战略
Su, Yu Fall 2011
A market-oriented mission statement marketdefines the business in terms of satisfying basic customer needs. 市场导向的使命陈述从满足基本的顾客需 要的角度来定义其业务。
Su, Yu Fall 2011
What is strategy? strategy? A strategy is a plan of action designed to achieve a particular goal. The word strategy has military connotations.
Su, Yu Fall 2011
Designing business portfolio
Step1、 Step1、Analyzing the current business portfolio 分析当前的业务组合 Step 2、Developing strategies for growth 2、 and downsizing 制定成长和减缩战略
按市场增长率和相对市场份额相对大小，可以 将所有业务单位的市场地位分为四种类型 Star 明星类: high- growth, high-share 明星类: highhighCash cow 金牛类: low-growuestion mark 问号类: high growth, low 问号类: share Dog 瘦狗类：low growth, low share 瘦狗类：low
Su, Yu Fall 2011
Steps in Strategic Planning
Figure 2.1
Su, Yu Fall 2011
1、 Defining market -oriented mission 定义 市场导向的公司任务和使命 Mission statement 使命陈述
A Statement of the organization’s purpose – what is wants to accomplish in the large environment. 是对组织目的的表述， 即组织在大环境中想 要完成的事情。
Su, Yu Fall 2011
Market development 市场开发 A strategy for company growth by Identifying and developing new markets for current products
Su, Yu Fall 2011
Market Penetration
Product Development
Market Development
Diversification
Su, Yu Fall 2011
Market penetration 市场渗透 A strategy for company growth by increasing sales of current products to current customers without changing the products.
Su, Yu Fall 2011
What is strategy? strategy? The strategy is the management decisiondecisionmaking of set up the enterprise long term goal, to formulate management policy and resource distribution. 战略是设立企业长远目标，制定经营方针 及资源分配等的经营决策。
Su, Yu Fall 2011
The portfolio analysis method
two important dimensions The attractiveness of the SBU’s market or industry ( Market growth rate 市场增长率) The strength of the SBU’s position in that market or industry (Relative market share 相对市场占有率, 市场优势)
The process of developing and maintaining a strategic fit between the organization ’s goals and capabilities and its changing marketing opportunities. 创造并且保持组织的目标能力与组织不断变化 的营销机会之间的战略配适的过程。
Su, Yu Fall 2011
Strategic Planning
Company Mission Business Objectives Marketing Objectives
Su, Yu Fall 2010
3. Design The Business Portfolio (设计业 (设计业 务组合） A business portfolio is the collection of businesses and products that make up the company 构成公司业务和产品的集合 /cn/zh/
Su, Yu Fall 2011
"Our mission is to create a growth strategy that allows us to bring good to the world -- by refreshing people every day and inspiring them with optimism through our brands and our actions."
Su, Yu Fall 2011
2、Setting company objectives and goals 确定 企业目标 The company mission needs to be turned into detailed supporting objectives for each level of management. This mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (不同层级的目标：商业 (不同层级的目标：商业 目标和市场营销目标）
School of Management
Su， Yu Fall 2011 Su，
Chapter 2 Marketing strategy
Outline： Outline： 1. Explain strategic planning 2. How to design business portfolios and develop growth strategies 3. Describe elements of customer-driven customermarketing strategy and mix
Su, Yu Fall 2010
1）. Analyzing the current business portfolio 分析当前的业务组合 Portfolio analysis Management evaluates the products and businesses making up the company
Su, Yu Fall 2011
The Portfolio analysis method BCG growth share Matrix
Figure 2.2
Su, Yu Fall 2010
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The BCG (Boston Consulting Group) growthgrowth-share matrix (成长和份额矩阵） (成长和份额矩阵）