英文营销12
市场营销学英文版最新版教学课件第12章
Learning Objectives (2 of 4)
12-3. Describe and discuss the major decisions involved in developing an advertising program.
12-4. Explain how companies use public relations to communicate wit
Description
Advertising
• Reaches masses of buyers at a low cost per exposure
• Builds a long-term image for a product • Can trigger quick sales • Has a public nature and is viewed as legitimate • Very expressive • Impersonal and lacks the direct persuasiveness of
Setting the Advertising Budget
Coca-Cola spends hundreds of millions of dollars annually, but is that “half enough or twice too much”?
Advertising Strategy
• Factors changing the face of today’s marketing communications:
– Changing consumers – Changing marketing strategies – Advancements in digital technology
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
国际营销英语名词
国际市场营销一、the three principles of markting〔三条市场营销原则〕1.customer value and satisfaction (顾客价值和满意度)2 petitive or different advantages〔竞争或者差异优势〕3.focus 〔营销焦点〕二、the traditionl markting management concepts(传统的市场营销概念)the production concept〔生产理念〕the product concept〔产品理念〕the selling concept〔推销理念〕the marketing concept 〔营销理念〕三、the newly emerge markting concept〔新出现的营销理念〕1.the social marketing concept 〔社会营销〕2.the relationship marketing concept〔关系营销〕四、the international trade system〔国际贸易体系〕1.tariff〔关税〕2.quota〔配额〕3.embargo〔禁运〕4.exchange control〔外汇管制〕5.nontariff trade barriers〔非传统贸易壁垒〕五、the world trade organization1.free trade area2.European Union—Pacific Economic Cooperationthe North America Free Trade Agreement六、the emerging economics〔BRIC〕1.Brazil2.Russia3.India4.China七、the group of five1.ｔｈｅｕｎｉｔｅｄｓｔａｔｅｓ2.Ｂｒｉｔａｉｎ3.Ｆｒａｎｃｅ4.Ｇｅｒｍａｎｙ5.Ｊａｐａｎ八、ｎｅｗｌｙｉｎｄｕｓｔｒｉａｌｉｚｅｄｅｃｏｎｏｍｉｉｅｓ1.Ｓｉｎｇａｐｏｒｅ2.Ｋｏｒｅａ3.ＣｈｉｎａＨｏｎｇＫｏｎｇ4.ＣｈｉｎａＴａｉｗａｎ九、ｉｎｃｏｍｅｄｉｓｔｒｉｂｕｔｉｏｎ1.ｌｏｗｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ2.ｌｏｗｅｒ—ｍｉｄｄｌｅ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ3.ｕｐｐｅｒ—ｍｉｄｄｌｅ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ4.ｈｉｇｈ—ｉｎｃｏｍｅｃｏｕｎｔｒｉｅｓ十、ｔｈｒｅｅａｓｐｅｃｔｏｆｃｕｌｔｕｒｅｉｎｆｌｕｅｎｃｅmarkting〔1〕ｔａｓｔｅ〔２〕ｃｏｌｏｕｒ〔３〕ｓｔｙｌｅ十一、ｎｅｅｄｈｉｅｒａｒｃｈｙ〔需求层次〕1.ｓｅｌｆ—ａｃｔｕａｌｉｚａｔｉｏｎ〔自我实现〕2.ｅｓｔｅｅｍ〔自尊〕3.ｓｏｃｉａｌ〔社交〕4.ｓａｆｅｔｙ〔安全〕5.ｐｈｙｓｉｏｌｏｇｉｃａｌｎｅｅｄ〔心理〕十二、ｓｔｒｕｃｔｕｒｅｏｆｃｏｍｐｅｔｉｔｉｖｅｅｎｖｉｒｏｎｍｅｎｔ1.ｐｕｒｅｍｏｎｏｐｏｌｙ〔完全垄断〕2.ｏｌｉｇｏｐｏｌｙ〔寡头垄断〕3.ｍｏｎｏｐｏｌｉｓｔｉｃｃｏｍｐｅｔｉｔｉｏｎ〔垄断竞争〕4.ｐｕｒｅｃｏｍｐｅｔｉｔｉｏｎ〔完全竞争〕十三、ｔｈｅｍａｒｋｅｔｉｎｇｒｅｓｅａｒｃｈｐｒｏｃｅｓｓ1.ｄｅｆｉｎｉｎｇｔｈｅｐｒｏｂｌｅｍ2.ｄｅｖｅｌｏｐｔｈｅｒｅｓｅａｒｃｈｐｌａｎ3.ｃｏｌｌｅｃｔｔｈｅｉｎｆｏｒｍａｔｉｏｎ4.ａｎａｌｙｚｅｔｈｅｉｎｆｏｒｍａｔｉｏｎ5.ｐｒｅｓｅｎｔｔｈｅｆｉｎｄｉｎｇｓ十四、ｍａｒｋｅｔｉｎｇｒｅｓｅａｒｃｈａｐｐｒｏａｃｈｅｓ1.ｐｒｉｍａｒｙｒｅｓｅａｒｃｈｍｅｔｈｏｄｓ〔观察调研法〕2.ｆｏｃｕｓ—ｇｒｏｕｐ〔焦点小组〕3.ｓｕｒｖｅｙ〔问询调查法〕4.ｅｘｐｅｒｉｍｅｎｔ〔实验调研法〕十五、ｒｅｓｅａｒｃｈｉｎｓｔｒｕｍｅｎｔ〔调查手段〕1.ｑｕｅｓｔｉｏｎｎａｉｒｅ〔问卷调查〕2.ｍｅｃｈａｎｉｃａｌｄｅｖｉｃｅｓ〔实地调查〕十六、ｃｏｎｔａｃｔｍｅｔｈｏｄｓ〔联系方法〕1.ｔｅｌｅｐｈｏｎｅｉｎｔｅｒｖｉｅｗ2.ｐｅｒｓｏｎａｌｉｎｔｅｒｖｉｅｗ3.ｏｎｌｉｎｅｉｎｔｅｒｖｉｅｗ十七、ｂａｓｅｄｆｏｒｓｅｇｍｅｎｔｉｎｇｃｏｎｓｕｍｅｒｍａｒｋｅｔｓ1.ｇｅｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔地理细分〕2.ｄｅｍｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔人口细分〕3.ｐｓｙｃｈｏｇｒａｐｈｉｃｓｅｇｍｅｎｔａｔｉｏｎ〔心理细分〕4.ｂｅｈａｖｉｏｒｓｅｇｍｅｎｔａｔｉｏｎ〔行为细分〕十八、ｆｏｕｒｇｒｏｕｐｓｏｆｂｕｙｅｒｓｂｙｂｒａｎｄｌｏｙａｌｔｙ〔用品牌忠诚度来划分的四种类型买者〕1.ｈａｒｄ－ｃｏｒｅｌｏｙａｌｃｏｎｓｕｍｅｒｓ〔坚决专一型〕2.ｓｐｌｉｔｌｏｙａｌｃｏｎｓｕｍｅｒ〔三心二意型〕3.ｓｈｉｆｔｉｎｇｃｏｎｓｕｍｅｒｓ〔见异思迁型〕4.ｓｗｉｔｃｈｅｒｓ(无品牌信仰型)十九、ｂａｓｉｃｓｔｒａｔｅｇｉｃｆｏｒｒｅａｃｈｉｎｇｔａｒｇｅｔｍａｒｋｅｔｓ1.ｕｎｄｉｆｆｅｒｅｎｔｉａｔｅｄｍａｒｋｅｔｉｎｇ〔无差异战略〕2.ｄｉｆｆｅｒｅｎｔｉｅｄｍａｒｋｅｔｉｎｇ〔差异化营销战略〕3.ｃｏｎｃｅｎｔｒａｔｅｄｍａｒｋｅｔｉｎｇ〔集中化营销战略〕4.ｇｌｏｂａｌｔａｒｇｅｔｉｎｇｓｔｒａｔｅｇｙ〔全球营销战略〕二十、the entry modes into foreign markets〔进入国外市场的进入模式〕1.exporting〔出口〕2.licensing 〔许可证贸易〕3.joint venture〔合资企业〕4.foreign direct investment〔对外直接投资〕二十一、standardized and localized marketing mix〔1〕二十二、global marketing organizations1.export department〔出口部门〕2.international division 〔国际分工〕3.a global organization 〔全球化组织〕二十三、model of consumer behavior〔4PS〕消费者行为模型1.economic 〔经济〕2.technological 〔技术〕3.political〔政治的〕4.cultural〔文化〕二十四、psychological factors1.motive2.perception3.learning4.belief5.attitude二十五、three levels of a production〔生产的三个理念〕1．core product〔核心产品〕2. actual product〔实际产品〕3. augmented product〔扩张产品〕二十六、types of consumer products〔几种顾客型产品类型〕1.convenience products〔便利性产品〕2.impulse goods〔冲动性产品〕3.staples〔日常用品〕4.emergency goods〔急用品〕二十七、product mixes〔产品组合〕1.the width of product mix2.the length of a product mix3.the depth of a product nix二十八、four services’characteristics〔四种效劳特征〕1.intangible〔无形性〕2.heterogeneity〔不可分割性〕3.inseparability〔异质性〕4.perishability〔意逝性〕二十九、pricing strategys〔产品策略〕1.Skimming price strategy〔撇脂定价法〕2.Penetration pricing strategy〔渗透定价法〕petitive pricing strategy〔同业定价定价〕三十、four basic types of pricing policies〔四种根本的价格政策类型〕〔4P〕1.Psychological pricing〔心理定价法〕2.Price flexibility〔价格灵活性〕3.Product—line pricing〔产品线定价法〕4.Promotional pricing〔推广定价法〕。
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。
市场营销英语单词完整版
单元一1. marketing mix:营销组合2. market a brand:3. product:产品4. range:范围、幅度5. quality:质量6. branding：品牌化7. reputation：声誉、名望8. support：支持、支撑9. price：价格10. place：渠道11. location：位置，当地12. outlet：批发商店13. accessibility：可接近的，可得到的14. promotion：促销15. promotional mix:促销组合16. promotional tool：促销工具17. TV advertising:电视广告18. talk about:谈论19. people:人20. physical presence：实体存在21. process：处理、方法、步骤22. physical evidence：物证23. tangible：有形的24. launch：发表25. distribution：分布、分配26. delivery：交付（贸易）27. advertising：广告28. direct marketing：直接营销29. customer：顾客30. competitor：竞争者31. premium pricing：保险定价32. special deals：特殊交易单元二1. customer need:顾客需求2. solve a problem：解决问题3. meet these need：满足他们的需求4. cost to user：消费者5. perceive the cost：理解消费、认知消费6. convenience：便利7. convenient：方便的8. make an effort：作出努力9. communication：通讯10. communicate：通讯、传达11. acceptability：可接受性13.acceptable 可接受的14.socially acceptable 可被社会接受的15.fashionable 流行的16.attractive 引人瞩目的17.affordability 可购性18.legally acceptable 法律上可接受的19.accessibility 易接近，可达到20.easy to access 容易得到21.accessible 易接近的22.awareness 认识、意识、明白23.aware of:意识到，知道24.high 高度25.object 目标26.manufacturerd 制造27.high quality 高质量28.bottom end 低档的29.objective 客观的，目标的30.revenue objective 收益目标anizations 组织anize 组织33.distribution method 分配方式34.operations 操作35.promotional operation 促销办法36.attract 吸引37.attention to 对··的注意38.become aware of 使得关心39.create an interest in 创造一个兴趣点40.develop an interest 发展权益41.develop a desire 发展一个愿望42.actively want：积极想要43.prompt action：迅速采取行动44.take steps 步骤第三单元1． Carry out 实施2． SWOT analysis：SWOT分析3． Identifies：识别、确定4． Strength：优势5． Weakness：劣势6． Opportunity：机会7． Threat：威胁8． Internal factor：内部9． External factor：外部10. Exploit:开发11. Build on strength：建立优势12. Anticipate the threat：预料威胁13. Seize the new opportunity：抓住机会14. Address：处理15. Pose a serious threat：提出很大威胁16. Minimize the weaknesses: 最小化劣势17. Under threat from：来自于。
营销方案英语版
Executive Summary:The objective of this marketing plan is to promote "GreenThread," a new eco-friendly fashion brand that offers sustainable and ethical clothing options. The plan outlines strategies to create brand awareness, engage target customers, and drive sales through various marketing channels.I. Introduction:GreenThread is committed to providing high-quality, sustainable fashion that does not compromise on style or comfort. Our products are made from organic materials and produced using eco-friendly practices. This marketing plan aims to position GreenThread as a leader in the eco-fashion industry and attract a loyal customer base.II. Market Analysis:- Market Size: The global eco-fashion market is expected to grow at a CAGR of 8.3% from 2021 to 2028, reaching a value of $74.3 billion.- Target Audience: Our primary target audience includes environmentally conscious consumers, fashion enthusiasts, and individuals interested in ethical fashion.- Competitors: Key competitors include Patagonia, Reformation, and People Tree.III. Marketing Objectives:- Increase brand awareness by 30% within the first year of launch.- Achieve a 15% increase in monthly sales by the end of the second year.- Establish a strong online presence with a minimum of 50,000 followers across social media platforms.IV. Marketing Strategies:A. Product Strategy:- Develop a diverse range of products, including dresses, tops, bottoms, and accessories, made from organic materials like cotton, bamboo, and hemp.- Offer customization options to cater to individual preferences and needs.- Provide a warranty for all products to ensure customer satisfaction.B. Pricing Strategy:- Adopt a premium pricing strategy to reflect the high-quality and sustainable nature of our products.- Offer discounts and promotions during special occasions or for loyal customers.C. Promotion Strategy:1. Social Media Marketing:- Create engaging content to showcase our products and their sustainable features.- Collaborate with eco-conscious influencers to reach a wider audience.- Utilize targeted ads on platforms like Instagram, Facebook, and Pinterest.2. Content Marketing:- Develop a blog to share tips on sustainable fashion, product reviews, and behind-the-scenes stories.- Publish infographics and videos to demonstrate the eco-friendly practices of our brand.3. Email Marketing:- Send regular newsletters to keep subscribers informed about new products, promotions, and sustainability initiatives.- Segment email lists based on customer preferences and purchase history for personalized messaging.4. Influencer Partnerships:- Partner with influencers who align with our brand values to promote our products on their platforms.- Organize giveaways and contests to increase engagement and brand visibility.5. Collaborations and Events:- Collaborate with other eco-friendly brands to create limited-edition collections.- Participate in fashion shows, trade fairs, and sustainability events to increase brand exposure.D. Distribution Strategy:- Establish an online store to offer easy access to our products.- Partner with eco-friendly retailers to expand our physical presence.- Offer free shipping and returns to enhance customer satisfaction.V. Budget Allocation:- Allocate 40% of the marketing budget to digital marketing initiatives.- Allocate 30% to influencer partnerships and content creation.- Allocate 20% to events and collaborations.- Allocate 10% to traditional advertising channels.VI. Performance Metrics:- Monitor website traffic, social media engagement, and conversion rates to assess the effectiveness of our marketing strategies.- Analyze customer feedback and sales data to refine our approach and improve customer satisfaction.VII. Conclusion:This marketing plan aims to establish GreenThread as a leading eco-friendly fashion brand by leveraging various marketing strategies and targeting the right audience. By focusing on sustainability, quality, and innovation, we believe that GreenThread will achieve long-term success in the competitive fashion industry.。
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.。
英文版促销方案范文
英文版促销方案范文Promotion Plan1. Introduction2. Product HighlightTo kick-start the promotion plan, we will focus on highlighting our best-selling products. Through targeted marketing campaigns, we will create product awareness and generate interest among potential customers. One effective approach is to create engaging content such as videos and blog posts that provide in-depth information about the products' features, benefits, and real-life application scenarios. By showcasing the products' value and uniqueness, we aim to convince potential customers to try them out.3. Discount Offers4. Bundle Packages5. Digital Marketing CampaignTo reach a larger audience, we will leverage various digital marketing strategies. This includes using social media platforms such as Facebook, Instagram, and Twitter to create engaging content and interact with potential customers. We will also invest in search engine optimization (SEO) to improve our website's visibility in search engine results. Additionally,targeted online advertising campaigns, such as Google AdWords and sponsored social media posts, will be employed to reach specific demographics and increase brand exposure.6. Loyalty Rewards Program7. Collaboration with InfluencersWorking with influencers is an effective way to promote products and enhance brand credibility. We will collaborate with influencers who have a strong presence in our target market to endorse our products. This can be done through sponsored posts, product reviews, or collaboration videos. By leveraging the influencers' expertise and audience reach, we aim to increase product visibility and gain trust from potential customers.8. Customer Feedback and Reviews9. Monitoring and EvaluationThroughout the promotion plan, we will closely monitor the effectiveness of each strategy employed. Key performance indicators (KPIs) such as sales revenue, website traffic, social media engagement, and customer feedback will be regularly tracked and analyzed. This will allow us to make data-driven decisions and make necessary adjustments to maximize the promotion's impact.。