市场营销第十一章中英双语知识点总结
市场营销学各章节知识点汇总
市场营销学各章节知识点汇总一、1、理解市场及其相关概念（见课件：市场是发展的动态概念。
1经济学的市场观：a市场是商品交换的场所；b市场是商品交换流通的领域；c市场是商品供求关系的总和；2管理学的市场观3企业的市场观）2、市场营销学产生的时间（1900年）、国家（美国），美国市场营销协会的简称AMA. 3、市场营销学的性质（学科性质：市场营销学是一门建立在经济科学、行为科学和现代管理理论基础上的应用科学）、研究对象（主体，客体与环境）4、掌握市场营销的定义（菲利普·科特勒的定义：市场营销是指个人和群体通过创造，并同他人交换产品和价值以满足需求和欲望的一种社会管理过程）p10 5、理解市场营销的含义以及相关概念（需要{指消费者的生理及心理需求}、欲望{指想得到基本需求的具体满足物的愿望}、需求{指对有能力购买并且有愿意购买某个具体产品的欲望}、交换{指从他人处取得所需之物，而以某些东西作为回报的行为}、交易{是交换活动的基本单元，是由双方之间的价值交换所构成的行为}、效用{指产品满足人们欲望的能力}）的内涵p8-9，理解市场营销者既可以是卖方，也可以是买方（市场营销者是指从事市场营销活动的人，它既可以是卖方也可以是买方，作为买方，他力图在市场上推销自己，以获取卖者的青睐，这样买方是在进行市场营销。
作为卖方，他努力在市场上推销自己的产品，以获取买者的青睐，这样卖方是在进行市场营销。
）。
P10 6、交换满足的5个条件（1、至少有交换双方；2每一方都有对方需要的有价值的东西；3每一方都能沟通信息和传送物品；4每一方都有接受或拒绝对方供应品的自由；5参与一方要有于另一方交往的欲望）7、理解营销起点是顾客需求，终点是顾客满意（首先从营销概念来说，营销是通过一系列复杂的研发、生产产品和交换产品价值，从而使个人和群体的欲望得到满足的一种经济活动的过程；其次，在所有营销活动中，顾客需求才是企业发展的源头，顾客因为需求就要发生交换行为，也就产生了交易购买，这是营销的起点；实现企业的利益最大化，顾客价值的最大化，以及社会利益的最大化都在这一环节中体现，所以如何实现顾客价值的最大化，让顾客的期望得到实现，从而达到让顾客满意称为关键，这是营销的终点）；交换是营销的核心职能（产品只有通过交换才能使市场营销产生，所以交换是先于市场营销的基础性概念，是市场营销的核心职能）二、1、掌握市场营销管理的概念（市场营销管理是指企业为实现其目标，创造建立并保持与目标市场之间的互利交换关系而进行的分析，计划，执行与控制的过程）、实质（需求管理）。
市场营销基本知识(英文版)(doc 9页)
市场营销基本知识(英文版)(doc 9页)更多企业学院：《中小企业管理全能版》183套讲座+89700份资料《总经理、高层管理》49套讲座+16388份资料《中层管理学院》46套讲座+6020份资料《国学智慧、易经》46套讲座《人力资源学院》56套讲座+27123份资料《各阶段员工培训学院》77套讲座+ 324份资料《员工管理企业学院》67套讲座+ 8720份资料《工厂生产管理学院》52套讲座+ 13920份资料《财务管理学院》53套讲座+ 17945份资料《销售经理学院》56套讲座+ 14350份资料《销售人员培训学院》72套讲座+ 4879份资料更多企业学院：《中小企业管理全能版》183套讲座+89700份资料《总经理、高层管理》49套讲座+16388份资料《中层管理学院》46套讲座+6020份资料《国学智慧、易经》46套讲座《人力资源学院》56套讲座+27123份资料《各阶段员工培训学院》77套讲座+ 324份资料《员工管理企业学院》67套讲座+ 8720份资料《工厂生产管理学院》52套讲座+ 13920份资料《财务管理学院》53套讲座+ 17945份资料《销售经理学院》56套讲座+ 14350份资料《销售人员培训学院》72套讲座+ 4879份资料1.Please draw the pyramid of Maslow’s hierarchy of needs and try toillustrate.A person tries to satisfy the most important need first. When that need issatisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.Physiological needs, they consist of need for oxygen, food, water, and a relatively constant temperature.Safety needs, when all physiological needs are satisfied, the need for security can become active. Adult have little awareness of their security needs except in times of emergency or periods of widespread rioting(暴动). Children often display the signs of insecurity and the need to be safe.Social needs, when the needs for safety and for physiological are satisfied, the need for love, affection, and belongingness can emerge. People seek to overcome feelings of loneliness and alienation(疏离). This involves both giving and receiving love, affection and the sense of belonging.Esteem needs, when above three needs are satisfied; the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others.Self-actualization needs, when all of the foregoing(上面提到的) needs are satisfied, then the need for self-actualization activated. Self-actualization as a person’s need to be and do that the person was “born to do”. These needs make themselves felt in signs of restless, because they don’t know what restlessness（坐立不安）is about.2.What is the PEST analysis?A PEST analysis of the company’s microenvironments factors will be madein this section. PEST analysis involves identifying the political, economical, social and technological influences on an organization.P—political environmentE—economical environmentS—socio cultural environmentT—technological environmente an example to explain three levels of benefits in terms of productanalysis.A Parker fountain pen, the product analysis would be:Core Benefit, Writing implement for communicationReal Product, A physical fountain penEnhanced Product, Brand identity, guarantee period, repair and maintenance service4.What’s PLC? (产品生产周期)A product’s lifecycle can be divided into four stages.Introduction stage is a period of slow sales growth as the product being introduce in the market; this is the most expensive stage.Growth stage is a period of rapid market acceptance and increasing profiles.The product is establishing itself in the market and sales are increasing over time.Maturity stage is a period of slowdown in sales growth, because the product has achieved acceptance by most potential buyers.Decline stage is a period when sales fall off and profit drop.周期表表示的是随着时间的增长，销量产生的变化。
市场营销学英文版最新版教学ppt课件第11章
Price Decision• Price policy must fit the retailers’– Target market and positioning– Product and service assortment– Competition– Economic factors• Retailers practice either– Everyday low pricing (EDLP)– High-low pricing
Marketing: An IntroductionThirteenth Edition
Chapter 11Retailing and Wholesaling
Learning Objectives (1 of 2)11-1. Explain the role of retailers in the distribution channel and describe the major types of retailers. 11-2. Describe the major retailer marketing decisions. 11-3. Discuss the major trends and developments in retailing.11-4. Explain the major types of wholesalers and their marketing decisions.
Major Types of Retail Organizations
Learning Objective 11-1 Summary• Retailing - selling goods or services directly to final consumers• Shopper marketing - turning shoppers into buyers• Omni-channel retailing - integrates in-store, online, and mobile shopping• Retailers classified by amount of service, product line sold, and relative prices• Corporate and contractual retail organizations
阿姆斯特朗 市场营销学第14版中文PPTu11
阐述批发商的主要类型及其市场营销决策
批发 (1 of 2)
包括将产品和服务出售给那些出于转售或商业用途的购买者的全部活动批发商：主要从事批发活动的企业
批发 (2 of 2)
美国许多最大、最重要的批发商，比如固安捷公司，也许很多消费者从未听说过。
批发商执行的渠道功能
销售和促销采购和商品分类管理化整为零仓储运输融资承担风险市场信息管理服务和建议
产业分销商
专门向制造商而不是零售商供应商品。提供多项服务，比如存货、信贷和运输。其经营范围大小不一，可能只经营一种产品、一条综合产品线或某条特定的生产线。
有限服务批发商
提供的服务比完全服务批发商少的批发商。有限服务批发商有六种。
现购自运批发商
经营快速流通的有限的产品，以小型零售商为销售对象，不赊销、不送货。
特许经营组织
介于特许商（制造商、批发商或服务组织）和加盟商（有偿获得特许经营体系中一个或多个单元的所有权和经营权的独立商itty Lubel）、Meineke Mufflers、7-11
学习目标11-1总结
零售—直接向终端消费者销售产品或服务购物者营销—将顾客转变为购买者全渠道零售—整合店内、在线和移动购物渠道零售商可以根据服务量、产品线和相对价格进行分类公司和合同式零售组织
卡车批发商
主要执行推销员和送货员的职能。主营易腐商品（如牛奶、面包和点心），现金出售，运送给各超市、小型零售商店、医院、餐厅、工厂自助食堂和旅馆等客户。
承销批发商
不承担库存和商品管理。接到订单后，挑选一个制造商，由该制造商将商品直接运送给顾客，主要从事重工业产品，比如煤炭、木材和重型机械等的运营。
批发代销商
市场营销学
第14版
市场营销学英文版最新版教学课件第11章
Learning Objective 11-3
Discuss the major trends and developments in retailing.
Segmentation, Targeting, Differentiation, and Positioning Decisions (2 of 2)
Which Wich Superior Sandwiches succeeds by positioning itself strongly away from larger competitors.
First Stop: Walmart The World’s Largest
Retailer-the World’s Largest Company
“Save money. Live better.” Says Walmart’s CEO, “We’re obsessed with delivering value to customers.”
• Omni-channel retailing: Creating a seam-less crosschannel buying experience that integrates in-store, online, and mobile shopping
Types of Retailers
– Everyday low pricing (EDLP) – High-low pricing
Promotion Decision
• Retailers use various combinations of the five promotion tools:
– Advertising – Personal selling – Sales promotion – Public relations (PR) – Direct and social media marketing
市场营销学英文课件PPTCh11精品教案课件讲义PPT下载后可编辑
Implications of Q=P-E Model
Service performance Delight consumer P>E
Consumer gets what is expected: Vulnerable to competition
P=E
Consumer lost
P<E
When things go wrong: P<E
Is my stockbroker willing to answer my questions? Does my broker refrain from acting busy or being rude when I ask questions?
Does my broker try to determine what my specific financial objectives are?
Intangibility
The customer owns objects that can be used, resold, or given to others.
Slide 11-1b Table 11.1
Characteristics that Distinguish Services from Goods
Three Types of Marketing in Service Industries Company
Internal marketing External marketing
Cleaning/ maintenance services
Financial/ banking services
Restaurant industry
Categories of Service Mix
市场营销第十三版11-15章专业术语翻译
总成本 total cost:the sum of the fixed and with the level of production(是一定生产水平下，固定成本与变动成本的总和。)
经验曲线(学习曲线) experience curve(learning curve):the drop in the average per-unit production cost that comes with accumulated production experience (随着生产经验积累，平均成本 不断下降)
第十四章
Promotion mix (or marketing communications mix )促销组合又称营
销沟通组合Advertising广告Sales
promotion销售促进Sales
promotion销售促进Personal selling人员销售public relations公共
provider
第十三章
Retailing 零售 retailer 零售商 specialty 专用商品店 department store 百货商店 supermarket 超市 convenience 便利店 superstore 超级商店 category killer 品类杀手 service retailer 零售商店 discount store 折扣商店 off-price retailer 低价商店 independent off-price retailer 仓储商店 factory outlet 厂家直 营店 warehouse club 仓储俱乐部 chain store 连锁店 franchise 特 许经营shopping center 购物中心 wheel-of-retailing concept 零售 轮转理论 wholesaling 批发 wholesaler批发商 merchant wholesaler 独立批发商 broker 经纪人 agent代理商 manufacturers＇ sales branches and offices 制造商及零售商的分店和销售办事处
市场营销专业英语重点整理
单选：20；单词汉译英:10；单词英译汉:10；句子英译汉：30；阅读:10；作文:20营销英语重点整理一、单词:Marketing management 营销管理New products development 新产品开发Sales channel 销售渠道Public relation 公共关系Consumer behavior 消费者行为Marketing research 营销调研Market segmentation 市场细分Sales promotion 销售促进Allowance 折让Brand awareness 品牌意识Brand extension 品牌扩展Brand loyalty 品牌忠诚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Buying inertia购买惯性Buying intention 购买意图Market share 市场份额Brand loyalty 品牌忠诚度Intensive distribution 密集分销渠道Selective distribution 选择性分销Exclusive distribution 独家分销Intermediaries brand 中间商品牌Wholesaler 批发商Retailer 零售商Department store 百货公司Supermarket 超市Convenience store 便利店Buying inertia 购买惯性Convenience goods 便利品Customer satisfaction 顾客满意度Customers' preference 顾客偏好Economies of scale 规模经济Global-market expansion 全球市场扩张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Industry attractiveness 行业吸引Localization strategy 本土化战略Comparative advertisements 比较广告Competition-orientated pricing 竞争导向定价法Customer—orientated pricing 顾客导向定价法Personal selling 人员销售Advertising strategies 广告策略Public relation 公共关系Marketing research 营销调研Product strategy 产品策略Product mix 产品组合The marketing concept 营销观念Consumer market 消费者市场Customer satisfaction 顾客满意Total customer value 顾客总价值Marketing environment 营销环境Market segmentation strategy 市场细分策略Market targeting strategy 目标市场策略Market positioning strategy 市场定位策略Product life cycle 产品市场寿命周期The selling /sales concept 销售观念The product concept 产品观念Marketing management philosophy 市场营销观念Societal marketing concept 社会营销观念Macro-marketing environment 宏观营销环境Product mix 产品组合Customer loyalty 顾客忠诚度Market targeting 目标市场选择Niche—market strategy 利基市场战略Personal selling 人员推销Price discrimination 价格歧视Potential customer 潜在顾客Potential market 潜在市场Product development 产品开发Product positioning 产品定位Segmentation criteria 细分标准Specialty goods 特殊产品二、句子:1、The societal marketing concept holds that the organization should determine the needs，wants，and interests of target markets。
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制造商付给零售商的促销费，以换取以某种方式为制造商的产品提供特色的协议。
Segmented pricing
差别定价策略
Selling a product or service at two or more prices, where the difference in prices is not based on differences in costs.
Promotional pricing
促销定价
Temporarily pricing products below the list price, and sometimes even below cost. to increase short-run sales.
暂时将产品定价低于列表价格，有时甚至低于成本。增加短期销售。
定价考虑的是价格心理，而不仅仅是经济学；价格是用来形容产品的。
Reference prices
参考价格
Prices that buyers carry in their minds and refer to when they look at a given product.
购买者在考虑某一产品时所考虑的价格。
pays the freight from the factory to the destination.
一种地理定价策略，其中货物免费放在承运人上，客户支付从工厂到目的地的运费。
Uniform-delivered pricing
统一交货定价
A geographical pricing strategy in which the company charges the same price plus freight to all customers, regardless of their location.
SY第十一章
Market-skimming pricing (price skimming)
市场掠夺定价(价格掠夺)
Setting a high price for a new product to skim maximum revenues layer by layer from the segments willing to pay the high price; the company makes fewer but more profitable sales.
不断调整价格，以满足个别客户的特点和需要。
Objective 1
目标1
Describe the major strategies for pricing new products. (pp336-337)
描述新产品定价的主要策略。(第336-337页)
Pricing is a dynamic process, and pricing strategies usually change as the product passes through its life cycle. The introductory stage-setting prices for the first time-is especially chal- lenging. The company can decide on one of several strategies for pricing innovative new products: It can use market-skimming pricing by initially setting high prices to" skim"the maximum amount of revenue from various segments of the market. Or it can use market-penetrating pricing by setting a low initial price to penetrate the market deeply and win a large market share Several conditions must be set for either new-product pricing strategy to work.
一种地理定价策略，其中卖方吸收全部或部分运费，以便获得期望的业务。
Dynamic pricing
动态定价
Adjusting prices continually to meet the characteristics and needs of individual customers and situations.
一种地理定价策略，在该策略中，公司建立两个或更多个区域。一个区域内的所有客户支付相同的总价格；区域越远，价格越高。
Basing-point pricing
基点定价
A geographical pricing strategy in which the seller designates some city as a basing point and charges all customers the freight cost from that city to the customer.
Geographical pricing
地理定价
Setting prices for customers located in different parts of the country or world.
为位于国家或世界不同地区的客户设定价格。
FOB-origin pricing
离岸价格
A geographical pricing strategy in which goods are placed free on board a carrier, the customer
一种地理定价策略，其中卖方指定某个城市作为基准点，并向所有客户收取从该城市到该客户的运费。
Freight-absorption pricing
货物吸收定价ห้องสมุดไป่ตู้
A geographical pricing strategy in which the seller absorbs all or part of the freight charges in order to get the desired business.
Captive-product pricing
自有产品定价
Setting a price for products that must be used along with a main product, such as blades for a razor and games for a video game console.
为副产品定价，以使主产品的价格更具竞争力。
Product bundle pricing
产品捆绑定价
Combining several products and offering the bundle at a reduced price.
结合几种产品，并以较低的价格提供捆绑。
Discount
优惠
A straight reduction in price on purchases during a stated period of time or in larger quantities.
When the product is part of a product mix, the firm searches for a set of prices that will maximize the profits from the total mix. In product line pricing, the company determines the price steps for the entire product line it offers. In addition, the company must set prices for optional products (optional or accessory products included with the main product), captive products(products that are required for using the main product), by-products(waste or residual products produced when making the main product), and product bundles (combinations of products at a reduced price
为新产品设定低价，以吸引大量的买家和较大的市场份额。
Product line pricing
产品线定价
Setting the price steps between various products in a product line based on cost differences between the products customer evaluations of different features and competitors prices.
一种地理定价策略，其中公司向所有客户收取相同的价格加上运费，而不论其地理位置如何。
Zone pricing
区域定价
A geographical pricing strategy in which the company sets up two or more zones All customers within a zone pay the same total price; the more distant the zone, the higher the price.