英语期末

---------------------Chapter1什么是市场？市场营销？需要、欲望、需求8种需求5种市场营销观念一．Definition of market 市场的定义1.A―market‖ was a physical place where buyers and sellers gathered to buy and sell goods. 2．A market is the set of actual and potential buyers of a product. The buyers share a particular need or want that can be satisfied through exchange relationships.二．Definition of marketing 市场营销的定义1、meeting needs profitably2、marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.3、marketing is a societal and managerial 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.三．Definition of need, want and demand1、Customer needs（需要）: human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.2、Wants (欲望) : Wants are the form human needs take as they are shaped by culture and individual personality.3、Demand（需求）：When backed by buying power, wants become demands.四．Eight demand states:（8种需求状态）1.Negative demand（负需求）—consumers dislike the product and may even pay a price to avoid it.2. Nonexistent demand（无需求）—consumers may be unaware or uninterested in the product.3 .Latent demand（潜在需求）—consumers may share a strong need that cannot be satisfied by an existing product.4. Declining demand（下降需求）—consumers begin to buy the product less frequently or not at all5. Irregular demand（不规则需求）—consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis6. Full demand（充分需求）—consumers are adequately buying all products put into the marketplace.7.Overfull demand（过度需求）—more consumers would like to buy the product put into the marketplace8. Unwholesome demand（不良需求）—consumers may be attracted to products that have undesirable social consequences.五．五种营销观念The product concept(产品观念) The production concept（生产观念）The selling concept（推销观念）The marketing concept（市场营销观念）The societal marketing concept（社会营销观念）Chapter2市场营销环境的内容（微观和宏观）一.营销环境的定义:Marketing environment:the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.二．宏观环境，微观环境及包括的内容1.Microenvironment（微观环境）: the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries（营销中介）, customer markets, competitors, and publics.2.Macroenvironment(宏观环境): he larger societalt forces that affect the microenvironment-- demographic, economic, natural, technological, political, and cultural forces.三．对市场营销环境分析方法1.SWOT analysis: an overall evaluation of the company’s strength, weaknesses, opportunities, and threats.petitive Analysis(Five Forces Analysis):looks at five key areas,namely the threat of entry,the power of buyers the power of suppliers,the threat of substitutes, and competitive rivalry.3.PEST model:Political Economic Social TechnologicalChapter4：营销调研及其种类、抽样的分类一.营销调研的种类:1. Exploratory research(探索性研究): Marketing research to gather preliminary information that will help define problems and suggest hypotheses.2. Descriptive research(描述性研究): Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.3. Causal research(因果性研究): Marketing research to test hypotheses about cause-and –effect relationships.二.样本的定义A sample is a segment of the population selected for marketing research to represent the population as a whole三.抽样的种类:1. Probability sample(概率抽样):(1) simple random sample(简单随机抽样); (2) stratified random sample(分层抽样); (3) cluster sample(分群抽样)2.Nonprobability sample(非概率抽样)(1) Convenience sample(便利抽样);(2)Judgment sample(判断抽样);(3) Quota sample(配额抽样)Chapter5：市场细分的依据（4类消费者市场细分的依据）市场细分的层次、评价市场细分是否有效的标准一.市场细分的依据:1.Geographic segmentation(地理细分): dividing a market into different geographical units such as nations, states, regions, counties, cities or neighborhoods.2.Demographic segmentation(人口细分): dividing a market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation and nationality3.Psychographic segmentation(心理细分): dividing a market into different groups based on social class, lifestyle, or personality characteristics.4.Behavioral segmentation(行为细分): dividing a market into groups based on consumer knowledge, attitude, use or response to a product.二.市场细分的层次:1.Market segmentation: dividing a market into smaller groups with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.2.Undifferentiated (mass) marketing:（无差异市场营销）a market-coverage strategy in whicha firm decides to ignore market segment differences and go after the whole market with one offer.3.Differentiated marketing（差异性营销）: a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.4.Concentrated(niche) marketing（集中性营销）: a market-coverage strategy in which a firm goes after a large share of one or a few segments or niches.5.Micromarketing(微观营销): the practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups—includes local marketing and individual marketing.6.Local marketing: tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.三．Effective segmentation criteria (有效市场细分的标准)measurable(可衡量性) accessible(可接近性) substantial(规模性) differentiable(可区分性) actionable(可操作性)Chapter 7:消费者购买行为的影响因素、购买决策类型、学习的过程一．消费者购买行为的影响因素1.Culture2.Subculture（亚文化）3.Roles and status4.Family5.Reference groups（参照群体）6.Opinion leader（意见领袖）7. Social class（社会阶层）8.Lifestyle9.Personality（个性）10.Motive（动机）11.Perception（认知）12.Learning（学习）. 13.Belief 14.Attitude二．Four T ypes of Buying Behaviorplex buying behavior（复杂性购买行为）2.Dissonance-reducing buying behavior（减少失调感购买行为）3.Habitual buying behavior（习惯性购买行为）4.V ariety-seeking buying behavior（寻求多样性购买行为三．学习及过程Learning（学习）: changes in an individual’s behavior arising from experience.Learning occurs through the interplay of drives（驱动）, stimuli（刺激）, cues（诱因）, responses （反应）, and reinforcement（强化）.Chapter8产业市场购买过程特征，购买情景，采购中心，采购中心的参与者，各自的决策一．The business buying process（产业市场购买过程）1.Problem recognition（问题确认）2.General need description（基本需求描述）3.Product specification（产品规格具体说明）4.Supplier search（寻找供应商）5.Proposal solicitation（征询方案）6.Supplier selection and commitment（寻找供应商承诺）7.Order-routine specification（订货程序说明）8.Performance review（业绩评价）二.特征.1.Geographic Market Concentration(地理集中性)2.Sizes and Number of Buyers3.The Purchase Decision Process4.Buyer-Seller Relationships5.Nature of Demand三．Business Buying Situations（产业购买情境）1.Straight rebuy（直接重购）: a business buying situation in which the buyer routinely reorders something without any modifications.2.Modified rebuy（修正重购）: a business buying situation in which the buyer wants to modify product specifications, prices, terms or suppliers.3.New task（新购）: a business buying situation in which the buyer purchases a product or service for the first time.4.Reciprocity(互惠购买)四．采购中心，参与者，各自的决策1.Buying center（采购中心）:All the individuals and units that play a role in the purchase decision-making process.2.参与者：（1）Users: members of the buying organization who will actually use the purchased product or service.（2）Influencers: people in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.（3）Buyers: the people in the organization’s buying center who make an actual purchase. （4）Deciders: people in the organization’s buying center who have formal or informal power to select or approve the final suppliers.（5）Gatekeepers（把关者）: people in the organization’s buying center who control the flow of information to others.Chapter 9产品的定义、层次、分类、产品组合长度、宽度深度相关性一．What is a product?A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.二．Product levels(产品层次)Core product(核心产品) Actual product(形式产品) Augmented product(扩展产品)三产品类型1.consumer products(消费者产品)Durable products(耐用品) Non-durable products(非耐用品) ServicesConvenience product(便利产品) Shopping product(选购品) Specialty product(特殊品) 2.Industrial productsCapital products(资本项目) Accessories(附属设备) Raw materials(原材料) Subassemblies,components and parts(组件,零部件) Supplies Services四．Product mix(产品组合)(or product portfolio): the set of all product lines and items that a particular seller offers for sale.A company’s product mix has four important dimensions: width, length, depth, and consistency.1.Product mix width（宽度）refers to the number of different product lines the company carries.2.Product mix length （长度）refers to the total number of items the company carries within its product lines.3.Product mix depth（深度）refers to the number of versions offered of each product in the line.4.The consistency （相关性）of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.Chapter10：产品生命周期影响产品采用率的新产品特征一．Product life cycle(PLC)（产品生命周期）: the course of a product’s sales and profits over its lifetime. It involves five distinct stages: product development, introduction, growth, maturity and decline.Introduction stage(导入期):The product life-cycle stage in which the new product is first distributed and made available for purchase.Growth stage(成长期):The product of life-cycle stage in which a product’s sales start climbing quicklyMaturity stage(成熟期)：The product life-cycle stage in which sales growth slows or levels off Decline stage(衰退期)：The product life-cycle stage in which a product’s sales decline二．影响产品采用率的新产品特征1．Increasing frequency of Use 2.Increasing the number of Users 3.Finding New Users4.Changing Package Sizes, Labels, or Product QualityChapter11.12.促销组合广告公共关系营业推广人员推销等含义一.促销组合的含义Promotion mix (marketing communications mix): the specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships.二.广告公共关系营业推广人员推销1.Advertising: any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.2.Personal selling(人员推销):Personal presentation by the firm’s sales force for the purpose of making sales and relationships.3.Sales promotion(营业推广):Short-term incentives to encourage the purchase or sale of a product or service.4. public relations(公共关系)Chapter13 渠道长度宽度类型1.The length of a channel(p203)------channel1-42.The intensity（宽度）of a channel:Intensive Distribution(密集型分销) Selective Distribution(选择型分销) Exclusive Distribution(独家分销)3.类型（自己找）Chapter14.定价的方法策略一.Pricing methods(定价的方法):1. Markup pricing(成本加成定价法): adding a standard markup to the product’s cost.Fixed costs (固定成本) V ariable costs(变动成本) Total costs(总成本)2. Target-return pricing(目标收益定价法): the firm determines the price that would yield its target rate of return on investment (ROI)3. Perceived-value pricing(认知价值定价法): an increasing number of companies now base their pr ice on the customer’s perceived value.4. value pricing(价值定价法): companies win loyal customers by charging a fairly low price for a high-quality offering.5. Going-rate pricing(通行价格定价法): the firm bases its price largely on competitor’s price.6. Auction-type pricing(拍卖定价法)二.Pricing strategies(定价策略):1. price discounts and allowances(折扣与折让)Cash discount(现金折扣) Quantity discount(数量折扣) Functional discount(功能折扣) Seasonal discount(季节折扣) Allowance2. Geographical pricing(地理定价)FOB-origin pricing(FOB原产地定价);Uniform-delivered pricing(统一交货定价);Zone pricing(区域定价);Basing-point pricing (基点定价法);Freight-absorption pricing (免收运费定价)3.Psychological pricing(心理定价):Prestige pricing(声望定价); Reference pricing(参考定价); Loss-leader pricing(招徕定价) 4. Price discrimination(差别定价)Customer-segment pricing(顾客细分定价); Product-form pricing(产品形式定价); Image pricing(形象定价); Channel pricing(渠道定价); Location pricing; Time pricing 5. New-product pricing strategies(新产品定价)Market-skimming pricing(市场撇脂定价)Market-penetration pricing(市场渗透定价)6. Product mix pricing strategies(产品组合定价):Product line pricing; Optional-product pricing(备选产品定价); Captive-product pricing(附属产品定价);By-product pricing(副产品定价); Product bundle pricing(一揽子定价)。