10 Marketing
什么是营销策划(精选10篇)
什么是营销策划营销策划是用于推广产品或服务的策略规划过程。
它基于对目标市场和消费者的分析，通过设计和执行一系列营销活动来促进销售和品牌认知。
这些活动可以包括广告、促销、公关、社交媒体和直接营销等多种形式，旨在提高产品或服务的认知度、吸引潜在客户和增加销售额。
营销策划的开发过程可以是一个长时间的过程，需要深入的市场研究和精心的规划。
该过程涵盖了以下关键步骤：第一步：市场研究市场研究是建立营销策略的关键步骤，因为这有助于了解品牌竞争环境和客户需求。
有关消费者行为和市场趋势的数据使营销人员能够制定最佳销售策略，包括目标市场群体、如何传达信息以及合适的产品和服务定价策略。
这些数据可以通过各种方法，例如在线调查、焦点小组的口头反馈和客户访谈收集。
第二步：目标市场和客户需求分析有了市场研究的数据后，接下来的一步是确定目标市场。
这可通过分析潜在消费者的年龄、性别、文化和教育水平、收入，以及他们的购买行为和需求来实现。
通过这些分析，您将更好地了解潜在客户，并制定相应的营销策略。
第三步：品牌定位和信息传达基于前两个步骤，营销策划应该明确品牌的差异化和定位策略。
这意味着了解市场中已有品牌并确定您的品牌如何比它们更好地满足客户需求。
在定位时，必须建立品牌形象，以便顾客可以将您的品牌与其进行区分。
不仅要选择标志、名称和口号等基本元素，还要制定全面的品牌传播策略。
第四步：制定行动计划在确认目标市场、定位策略和品牌信息传达后，接下来必须制定行动计划。
此步骤融合了产品、价格和渠道策略，为营销活动的规划提供了框架和目标。
至此，营销策划应该已经清晰地规划出行动方案和营销活动的安排，以确保在整个销售周期内，品牌的宣传和销售都有所作为。
第五步：执行、评估和修改营销策划只有在执行、评估和修改的过程中才能促进销售和品牌建设。
这包括跟踪和分析销售数据，分析客户反馈，并在必要时制定适当的策略调整。
最后，营销策划是一个动态的过程，需要不断地迭代和调整，以确保始终与市场趋势和客户需求保持同步。
广告英语词汇大全
广告英语词汇大全广告英语词汇大全：1. Advertisement 广告2. Advertising 广告业3. Advert 广告4. Advertiser 广告客户5. Target audience 目标受众6. Campaign 活动7. Brand 品牌8. Product 产品9. Service 服务10. Marketing 市场营销11. Promotion 促销12. Sales 销售13. Endorsement 背书，认可14. Sponsor 赞助商15. Commercial 商业广告16. Advertisement agency 广告代理机构17. Public relations 公共关系18. Media 媒体19. Print media 印刷媒体20. Television 电视21. Radio 广播22. Newspaper 报纸23. Magazine 杂志24. Billboard 广告牌25. Web banner 网页横幅广告26. Social media 社交媒体27. Online marketing 网络营销28. Direct marketing 直接营销29. Promotional material 促销材料30. Logo 商标31. Slogan 口号32. Jingle 广告歌33. Call to action 行动号召34. Incentive 奖励35. Discount 折扣36. Free 免费37. Sale 销售活动38. Limited time offer 限时优惠39. Special offer 特别优惠40. Exclusive 独家的41. New 新品42. Innovative 创新的43. Best-selling 畅销的44. High quality 高质量45. Affordable 价格合理的46. Reliable 可靠的47. Eco-friendly 环保的48. Trendy 时尚的49. Unique 独特的50. Effective 有效的希望以上词汇能对您有所帮助！广告英语词汇大全继续：51. Innovative 创新的：在广告世界中，创新是关键。
10种营销理论模式
《10种营销理论模式》1.惯力营销惯力营销（Custom Marketing）是基于品牌文化为中心导向，由TTE战略投资管理研究机构品牌营销专家胡俊（Stoney Hoo）先生结合多年营销实践和学术研究于2005年首次提出的新营销理论。
由于近年来以品牌文化、生活方式为口号的营销方式已经普遍出现，但是一直缺乏清晰的明确的实际操作边界和方法论指导。
惯力营销正是基于对文化经营与企业边界的结合需要，全面提出东方思维下中式营销4T观点：传统（tradition）、特性（trait）、气质（temperament）、类型（type）；4T理论结合品牌文化打造的需求，把企业和消费者双方的价值进行全面的整合重组，重新界定了关于品牌文化的主动传递和受众的无形接纳间的结合要素，使品牌文化的企业运营有了可靠的执行依据。
2.4Ts文化营销系统传统（Tradition）:品牌在确立自己的文化传播机制前，必须首先了解消费者所在地域的传统，建立与当地特殊文化间的关系，确定品牌传播前比较活跃的文化适应性和便利性。
这些传统包括消费者的使用习性、消费决策、外界影响、价值评估、信息传递边界等主要的文化习惯。
特性（Trait）:品牌文化的建立需要长期的消费依赖与客户黏性，因此品牌要拥有一个足够维持原传统文化的稳定格局的特性，这类特性允许是提炼于原商业链条中的某一方面也可以是创新的一个新的链条，但是作为加入到商业链条循环中的品牌，必须使文化习性不至于断裂传统并且可以持续继承下去形成历史价值。
这一特性可以作为品牌文化的核心竞争力，它可以是技术层面的也可以是价值层面的优势。
这两种优势均体现了品牌的魅力值和消费吸附能力。
消费者通过使用该品牌获得长期的价值认同和物质便利。
比如某些品牌拥有某种传统技术是不可再生的或者品牌具备极为强大的文化个性感染力。
气质（Temperament):品牌文化经过时间验证和价值的不断积累后，将形成特性的感染力逐步放大、并呈现价值定势，即成为传统的一部分。
商务英语Unit 10 Marketing
4
Advertisements and commercials
How to advertise a product?
Advertising a product involves developing a ‘Unique Selling Proposition’ (‘USP’): the Features and Benefits which make it unlike any of the competing products. There are four stages in advertising a product (‘ AIDA’): 1. Attract the Attention of potential customers 2. Arouse Interest in the product 3. Create a Desire for its benefits 4. Encourage customers to take prompt Action ---- Heinz M. Goldmann
* What is the ‘USP’ of the product? It’s actually different for each product. The red guides list more hotels and ___________________________________________________________ restaurants than their competitors. The green guides use a star system to rate places of interest. And the maps are updated every year. The three products are cross-referenced.
Chapter 10 Marketing Communication Mix
Teaching objectives
• • • • • • Communication mix and its core concepts Tools of promotion mix ( advertising) The role of personal selling How to promote sales Sales promotion campaign Public relations and promotion
LED Display/Demonstration
4. How to promote sales
• Consumer promotions
– Competition – Special deals such as zero percent finance arrangement
4. How to promote sales
• Promotion campaign
– Direct marketing
• • • • Direct selling Party plan selling Direct mail Telemarketing
– Other direct marketing tools
• • • • Internet Leaflet Road show exhibition
• Trade promotions
– Special prize – Exhibition
4. How to promote sales
• Trade promotions
– Special prize – Exhibition
Technology Exhibition
10个英语营销策划方案
10个英语营销策划方案Introduction:The following marketing plan outlines a comprehensive strategy for XYZ Company to enhance its market presence, increase brand awareness, and improve sales figures. This plan incorporates various marketing strategies, including social media marketing, content marketing, influencer marketing, email marketing, and traditional advertising. By implementing these strategies effectively, XYZ Company can achieve its marketing goals and stay ahead of its competitors.I. Situational Analysis:1. Company Overview: Provide an overview of XYZ Company, its products or services, key competitors, and target market.2. SWOT Analysis: Conduct a comprehensive SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats.3. Competitive Analysis: Analyze the strengths and weaknesses of key competitors and identify opportunities for differentiation.4. Market Analysis: Identify market trends, customer preferences, and demographic data to better understand the target audience.II. Marketing Objectives:1. Increase Brand Awareness: Enhance brand recognition and establish XYZ Company as a trusted name in the industry.2. Expand Market Share: Increase the company's market share by attracting new customers and retaining existing ones.3. Improve Customer Engagement: Foster closer relationships with customers through effective communication and engagement strategies.4. Boost Sales: Increase sales figures by implementing effective marketing strategies and promotional campaigns.5. Enhance Online Presence: Improve the company's online presence through digital marketing initiatives.III. Marketing Strategies:1. Social Media Marketing:- Develop a social media marketing plan to promote XYZ Company through platforms such as Facebook, Instagram, Twitter, and LinkedIn.- Publish regular content, including posts, images, videos, and interactive content, to engage with the target audience.- Collaborate with influencers to promote the brand and maximize reach.- Monitor social media metrics and analytics to optimize campaigns.2. Content Marketing:- Develop a content marketing strategy to publish informative and valuable content through blogs, articles, and videos.- Optimize content for search engines to increase organic traffic.- Collaborate with industry experts and influencers to create guest posts and thought leadership content.- Distribute content through various channels, including the company website, social media platforms, and industry forums.3. Influencer Marketing:- Identify and collaborate with relevant influencers to promote XYZ Company's products or services.- Provide influencers with free samples, discounts, or exclusive offers to encourage them to promote the brand.- Monitor influencer campaigns and track ROI to ensure effectiveness.4. Email Marketing:- Develop an email marketing strategy to communicate with customers, provide updates, and promote new products or services.- Segment the customer database to send personalized and targeted emails.- Create compelling email content and use eye-catching visuals.- Analyze email open and click-through rates to make necessary improvements.5. Traditional Advertising:- Utilize traditional advertising channels, such as print media, radio, and television, for wider reach.- Design visually appealing advertisements that effectively convey brand messages.- Choose media channels that align with the target audience demographics and behavior.IV. Implementation Plan:1. Timeline: Develop a detailed timeline outlining key milestones and activities for the implementation of the marketing strategies.2. Budget: Allocate resources and budget for each marketing strategy, along with a contingency plan.3. Team Structure: Assign responsibilities to team members and ensure effective communication and coordination among them.4. Tracking and Evaluation: Regularly monitor and evaluate the performance of each marketing strategy using key performance indicators (KPIs) and adjust the plan accordingly. V. Conclusion:By implementing the above marketing strategies and following the implementation plan, XYZ Company can achieve its marketing goals and strengthen its market position. Continuous evaluation and adjustments will help ensure the success of the marketing plan and keep XYZ Company at the forefront of the industry.。
现代营销学之父科特勒：10P营销理论
现代营销学之父科特勒：10P营销理论营销人员必须精通产品(Product)、地点(Place)、价格(Price)和促销(Promotion)四种营销战术;为了做到这一点，营销人员必须事先做好探查(Probing)、分割(Partitioning)、优先(Prioritizing)和定位(Positioing)四种营销战略;同时还要求营销人员必须具备灵活运用公共关系(Public Relations)和政治权力(Politics Power)两种营销技巧的能力。
这就是科特勒的10Ps理论。
1967年，菲利普·科特勒(Philip Kotler)在其畅销书《营销管理：分析、规划与控制》第一版进一步确认了以4Ps为核心的营销组合方法，此后随着该书的畅销，4Ps组合理论得到广泛传播和接受。
70年代服务营销的研究开始兴起。
到1981年Booms and Bitner提出了服务营销的7Ps组合理论，即在原来4Ps的基础上增加：实体证明(Physical Evidence)、标准化流程(Process)、人(People)。
1986年，科特勒又提出了大营销的6Ps组合理论(Megamarketing Mix Theory)，即在原来4Ps的基础上增加：政治权力(Policy Power)、公共关系(Public Relation)。
随着对营销战略计划的重视。
1986年6月30日，科特勒在我国对外经贸大学的演讲中，又提出在大营销的6Ps之外，还要加上战略 4P，即探查(Probing)、划分(Partitioning)、优先(Prioritizing)、定位(Positioning);这样到90年代初，人们普遍认同把原来大营销的6Ps组合理论再加入战略营销的4P，形成一个比较完整的10Ps营销组合理论。
市场营销战略管理的实质是根据企业所处的外部环境和企业本身的内部经营要素来决定企业的战略目标，为企业指明前进的方向。
市场营销手段10种手段和营销技巧
市场营销手段10种手段和营销技巧市场营销，英文是Marketing，又称作市场学、市场行销或行销学，市场是商品经济的范畴，是一种以商品交换为内容的经济联系形式。
对于企业来说，市场是营销活动的出发点和归宿。
市场营销既是一种职能，又是组织为了自身及利益相关者的利益而创造、沟通、传播和传递客户价值，为顾客、客户、合作伙伴以及整个社会带来经济价值的活动、过程和体系。
下面是小编为大家收集的关于市场营销手段10种手段和营销技巧。
希望可以帮助大家。
1、搜索引擎营销搜索引擎营销：我们通常简称为“SEM”。
就是根据用户使用搜索引擎的方式利用用户检索信息的机会尽可能将营销信息传递给目标用户。
简单来说，搜索引擎营销就是基于搜索引擎平台的网络营销，利用人们对搜索引擎的依赖和使用习惯，在人们检索信息的时候将信息传递给目标用户。
搜索引擎营销的基本思想是让用户发现信息，并通过点击进入网页，进一步了解所需要的信息。
企业通过搜索引擎付费推广，让用户可以直接与公司客服进行交流、了解，实现交易。
价值：1、带来更多的点击与关注;2、带来更多的商业机会;3、树立行业品牌;4、增加网站广度;5、提升品牌知名度;6、增加网站曝光度;7、根据关键词，通过创意和描述提供相关介绍。
2、电子邮件营销电子邮件营销是一个广泛的定义，凡是给潜在客户或者是客户发送电子邮件都可以被看做是电子邮件营销。
然而电子邮件营销这个术语也通常涉及到以下几个方面：1. 以加强与商人和目标客户的合作关系为目的发送邮件，从而鼓励客户忠实于他或者重复交易2. 以获得新客户和使老客户立即重复购买为目的发送邮件3. 在发送给自己客户的邮件中添加其它公司或者本公司的广告4. 通过互联网发送电子邮件3、即时通讯营销即时通讯营销又叫IM营销,是企业通过即时工具IM帮助企业推广产品和品牌的一种手段。
常用的IM营销主要有两种情况：第一种是网络在线交流。
中小企业建立了网店或者企业网站时一般会有即时通讯在线，这样潜在的客户如果对产品或者服务感兴趣自然会主动和在线的商家联系。
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Company Logo
THE MARKETING CONCEPT (we must produce what consumers want, not what we want to produce) This is means that we PUT CUSTOMER FIRST) (We organize the company so that this happens) We must FIND OUT WHAT THE CUSTOMER WANTS (we carry out market research)
We must SUPPLY exactly what the customer wants
We can do this by offering the right MARKETING MIX:
The four Ps’= the right PRODUCT at the right PRICE available through the right channels of distribution:PLACE Presented in the right way:PROMOTION
10 Marketing
LOGO
Contents
1 2
the marketing mix advertisements and commercials
3
promoting products and brands
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Marketing – What Is It?
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10.1 The marketing mix
Translation
星巴克咖啡是美国著名的饮料。 Starbucks Coffee is a well-known drink in the US. 可口可乐如今有了许多竞争对手，如百事可乐及其他冷饮。 Now Coca Cola has many competitors such as Pepsi and some other soft drinks. 要改善产品形象，必须改进产品质量。 To improve the image of your product, you need to improve the product quality first .
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10.1 The marketing mix
自从我们在电视机上做广告后，这产品的销路很好。 Since we started the TV commercial/since the product was advertised on TV, the product has been selling very well/marketing strongly/on a good sale. 这两家公司的竞争很激烈，看来为了赢得市场，他们必须 通过各种渠道为他们的产品做广告。 Competition between the two companies is intense/fierce.It seems that they have to use all channels possible to advertise their products to win the market/ capture more market share.
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10.2 Advertising and commercial
B Study the advertisements and discuss the questions: What exactly is the product being “sold”? How well does each advertisement succeed in the four stage of AIDA? What kind of customers is each advertisement directed at? What’s the “unique selling proposition” of each product?
Hale Waihona Puke Company Logo
10.2 Advertising and commercial
Listening D (T OR F)
1“make sure it’s a Michelin”means that you should always buy maps and guide books from Michelin 2 The three products being advertised by Michelin are rental cars, tires and trucks. 3.the message is mainly directed at business men and teachers. 4. Each of three products has a Unique Selling Proposition. 5. The maps are updated every other year.
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10.2 Advertising and commercial
What kind of customers is each advertisement directed at? motorists and tourists , people who stay in hotel or eat in restaurant. What’s the “unique selling proposition” of each product? the red guides list more hotels and restaurants then their competitor the green guides use a star system to rate places of interest. the maps are updated very year.
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10.2 Advertising and commercial
What kind of advertisement is successful? And what features a successful advertisement should possess? American Marketing Manager’s Handbook points out that an advertisement should have four functions: AIDA, which represent four words—Attention, Interest, Desire, Action. (1). Attention—a good advertisement should attract the consumer to direct their attention to the product of it. (2). Interest—the introduction and publicity of an advertisement should arouse consumers’ great interest. (3). Desire—the publicity of advertising should stimulate consumers’ desire to buy the product, and make them realize that this product is just what they want. (4). Action—the advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.
AIDA and advertisement
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10.2 Advertising and commercial
Listening D
Vocabulary
It makes the product seem sort of likeable(令 人喜欢） Pale 浅色的 old-fashioned 老式的 Nostalgic怀旧的 cross-reference 相互 参照 What kind of people is this message directed at?
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10.1 The marketing mix
Part A 1.a local brand of drink当地的一种名牌饮料 2.a grocery product 一种食品 3. An industrial product 工业产品 4.a place of entertainment 娱乐场所 5.a public service公共设施 6. An educational service 教育服务机构 7.another well-known local product 其他当地知名 产品
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10.2 Advertising and commercial
What exactly is the product being “sold”? three products: hotel and restaurants guides, guide books of places to see and maps. How well does each advertisement succeed in the four stage of AIDA? nice pale colours catch your attention (the smiling Michelin man) It has a nostalgic,oldfashioned look and that make you interested in reading the text. the selling point of each of the products makes them all seem very desirable.