MARKETING 3.0
marketing
谈谈marketing的汉译marketing是经贸英语中最常用的词语之一。
在外贸人员的名片上我们也经常看到marketing department和marketing plan等词语。
，它们通常被译成销售部和销售计划。
在外贸函电和外贸英语教科书中，marketing常被译为“销售”。
笔者认为这种译法不够确切。
这除了有语言方面的原因外，还涉及到中外经营管理体制的不同。
我们不妨先从market作动词的含义谈起。
当market作及物动词时，意思是to carry on all activities by which transfer of title or possession of a product from seller to buyer is effected；或者是to introduce a product on the market（n.市场）。
这种含义的market及其派生的marketing的意思与sell和sale相近，可汉译为“销售”，如：The exporter wishes to market his goods in a foreign country through instrumentality of an independent agent.那个出口商想要靠一独立代理人在国外销售其货物。
The joint venture insisted on their cooperative marketing the new computers.这家合资企业坚持它们合作销售新计算机。
当market作不及物动词时，它与trade含义相同，表示在市场上进行买卖活动，它派生的marketing只能汉译为“（市场上的）交易，买卖”，而不是单一的“销售”。
例如：do our evening marketing（到夜市上去买（卖）东西）；an international marketing company（一家国际贸易公司）。
MARKETING(国际营销PPT)
A broadened view of marketing tasks
对营销任务的一个更拓宽的观点
Overfull demand（超饱和需求）: to discourage overall demand and takes such steps as raising prices and reducing promotion and service. (demarketing) Unwholesome demand（不健康需求）: to get people who like unwholesome product to give it up.
Core marketing concepts 核心营销观念
Target markets and segmentation 目标市场与细分 P8 Marketers and prospects 营销者和预期顾客 P11 Needs, wants, and demands 需要、欲望和需求 P11 Product or offering 产品或供应品 P11 Value and satisfaction 价值与满意 P11 Exchange and transactions 交换和交易 P11 Relationships and networks 关系和网络 P13 Marketing channels 营销渠道 P13 Supply chain 供应链 P13 Competition 竞争 P14 Marketing environment 营销环境 P15 Marketing mix 营销组合 P15
The product concept 产品观念 (17)
The product concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers in product-oriented organizations focus on making superior products and improving them over time.
明星IP视角下服装品牌设计现状及创新研究
麦肯锡《2019时尚业态报告》和中国互联网信息中心第44次《中国互联网络发展状况统计报告》指出，Z 世代人群将为时尚行业持续提供3.5% ～ 4.5%的增速。
他们作为网络使用最为活跃的一群人，人口基数达到了3.3亿，成为中国互联网的中坚力量。
相比质量，他们对服装的个性、创意有更高的要求。
在时尚消费领域发展平稳，行业增速放缓的大背景下，各大品牌为了转型升级，争相利用明星IP 资源来进行流量争夺，吸引新一代消费群体的注意，实现品牌年轻化发展。
根据《2019年中国品牌授权行业发展白皮书》的数据，消费者购买授权最吸引人的原因是独特而有吸引力的设计风格。
崔波等学者对IP 跨界运营的各种问题进行了分析和探讨，但对IP 视角下设计驱动品牌创新缺乏深入研究。
刘焕新在《现代企业设计》一书中将企业设计工作归纳为 8 项，即经营战略设计、产品设计、形象设计、运营流程设计、组织结构设计、制度设计、管理信息设计、计划控制设计。
本文通过对不同阶段服装品牌明星IP 设计创新模式进行研究，分析明星IP 驱动常态化下企业发展所遇到的问题，并从设计技术、设计符号、设计渠道创新 3 个方面提出可行性的IP 产品设计创新策略，为目前中国服装品牌的明星IP 运营提供参考，对未来服装市场明星IP 的发展具有积极的推动作用。
1 明星IP内涵IP （Intellectual Property ，“知识产权”的英文缩写）起初是人们用来保护自己合法劳动成果的一种法律权益。
伴随着泛娱乐的发展，IP 被赋予了更多的内涵，凭借自身独特的内容输出能够吸引到固有粉丝群体从而脱离平台的束缚，并且能够二次开发形成独特的内容产品，可以“标识”为IP 。
明星IP 这个概念的提出源于2014年腾讯公司提出的基于互联网与移动互联网的多领域共生，形成以明星（文学、影视、游戏、音乐、舞台剧）IP 为中心、多种创意产品有序繁荣发展的融合产业，是具有较高曝光度、知名度和稳定粉丝群的优质IP ，在他们的背后蕴藏着千亿元的粉丝经济。
为何我们都要补上MA这一课？
为何我们都要补上MA这一课？沈坤是源数资本的投资总监，作为一家MarTech赛道的专项投资基金，他看过几百家机构，从DSP到CDP，从CRM到BI，最后把重点放在了MA。
沈坤给出的理由很简单，对比其他MarT ech行业，MA市场的空间刚刚打开，将有一批新玩家进入。
并且，从国外的发展进程看，这里存在着很多并购的机会。
Convertlab是一家以MA为核心的老牌营销云厂商，这家公司创立于2015年，经历过市场初期的困难和压力，一路坚持到现在，颇有点风雨之后见彩虹的感觉。
我们从内部了解到，刚刚过去的21年20，Converlab无论营收还是客户数量都获得大幅增长。
面对市场需求，Convertlab不断推出新产品，比如面向B端的营销云产品——“荟聚”，以及“隐私和计算增强”、“同意和偏好管理”等等。
当然，生意火爆的MA机构不止Convertlab一家。
过去一年，深耕B2B赛道的径硕科技获得线性资本8000万投资，并录得90%以上的业绩增长。
神策数据（Sensors Data）新推出的营销云产品增长迅猛，继传统的数据分析业务之后，正在成为新的增长飞轮。
在营销技术的市场上，MA是一个非常特殊的存在。
作为当下数字化运营中的两大基础设施，MA的地位不亚于CDP。
CDP负责管理企业的数据资产，MA是这些数据运营的工具。
二者的关系有点像一张太极图，所谓孤阴不生独阳不长，没有CDP带来的数据打通，MA 就无法实现用户运营；而没有MA的流程连接，CDP的数据也就没有了价值。
只不过，世人皆知CDP，MA的关注度并不高。
《营销自动化应用基准报告2021》调查数据显示，大部分受访人群对于MA认知有限，仅有55%的受访者能指出2项以上营销自动化的基础产品特性，超过60%的营销人员无法辨析营销自动化与营销云。
那么，到底什么是MA？在数字化转型的初期，我们为什么要把MA作为重点来看？它的重要性在哪里？这里面蕴藏着哪些市场机会？01MA需求大爆炸MA是 Marketing Automation（营销自动化）的简称，1992年在美国创立的Unica公司被看作是该领域的开拓者，伴随着营销科技的迅猛发展，该公司2010年被IBM成功并购。
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。
Unit 3 Marketing
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III. Practical Reading
➢ Task 1. choose the best answer according to the passage.
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➢ Task 2. answer the following questions according to the passage 1. Marketing strategy is an explanation of the goals you need to achieve with your marketing efforts 2. Your marketing plan is how you are going to achieve those marketing goals. It's the application of your strategy a road map that will guide you from one point to another 3. Yes, it should. 4.Most people try to set out to achieve the "how" without first knowing the "what." 5.The "what" has to be done
Marketing
Marketing: An Introduction to PracticeThe term of “Marketing”Definition: Sales can be described as any exchange activity intended to satisfy human needs or wants.Marketing is a system of business activities aimed at achieving organisational goals by developing product, price, distribution and promotion strategies on promoting the sales of products, services and ideas that will satisfy customer‘s want.The difference of Marketing and Selling:Marketing: Company finds out what the customer wants and develops a product to satisfy those wants, while yielding a profit.Selling: A company makes a product and then uses various selling methods to persuade customers to buy it.So, general speaking, Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.Marketing is diverse and complex and involves physical goods (clothes, machines, DVDs), services (banks, theatres, health insurance), ideas (road safety), people (Barrack Obama, Britney Spears that people who are a marketable product or brand), places (a new business estate) and experiences (travel ,yoga).Marketing MixThe Marketing Mix contained 4 elements: Product, Price, Place and Promotion. Although some day marketers have added other P‘s, such as personnel, packaging and physical evidence, the fundamental of marketing typically identifies the four P's of the marketing mix."Marketing Mix" is set of correlated tools that work together to achieve company's objectives. The set of controllable tactical marketing tools, product, price, place and promotion - that the firm blends to produce the response it wants in the target market:●Product: A product is anything that can be offered to a market to satisfy a want or need. Atangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.●Price: The price is the amount a customer pays for the product. It is determined by a numberof factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.●Place: It also called distribution. Place represents the location where a product can bepurchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.●Promotion: This includes advertising, sales promotion, publicity, and personal selling.Branding refers to the various methods of promoting the product, brand, or company.ProductClassification of products: There are three product categories that involve:1.Fast moving consumer goods (FMCG)✓Consumers is familiar with and buys with minimum effort✓Typically have a low unit price✓Products purchased frequently✓Readily usually carry several brands, e.g. tobacco, toothpaste, and batteries.Mass market: These goods are found everywhere and have a very short shelf life-in other words a shop cam sell a lot of them in a very short space of time. They are low priced and convenient to purchase.Heavily branded: Companies spend millions of pounds creating brand awareness with customers. Heavily advertised2.Durable goods✓Consumers usually compare price, quality and style.✓Buying habits affect distribution and promotional strategies.✓Manufacturers work closely with retailers.✓Retail stores often buy shopping goods in large quantities. Distribution direct from manufacturers to the retailer is common, e.g. appliances, furniture.3.ServicesA clear definition is difficult, although services are invariably marketed tighter with physical goods. Several categories exist: consumer services and business services.Features of servicesIntangible,Inseparable,Variable andPerishable.Services can be classified according to whether they are delivered mechanically or by people, e.g. ATM v bank teller.A consistent delivery standard should apply. Organisations need to consider security, reliability and location of the mechanical service, and training, motivation and ability of customer service staff.Services require more quality control, supplier creditability and adaptability.Product mix or product portfolioA product mix refers to the breadth, length and depth of a company‘s product lines.A product line is a group of products marketed by an organization to one general market.A product mix has dimensions of breadth, length and depth.●Breadth-the number of different product lines the company carries. E.g. Sony carry productline such as Televisions, Games consoles, Stereos etc.●Length-the total number of items the company carries. E.g. Sony might carry 50o productsover seven product lines.●Depth-the number of versions offered of each product in the line. E.g. In the televisionproduct line Sony may have seven different versions.Product mix strategies involve:●Expansion of the product mix:1.Add new product lines2.Lengthen its existing lines to become a more full line company3.Add more product versions to each product thus deepen the product mix4.Pursue more product line consistency●alterations of existing productsTypes of alterations include modification, redesign and packaging.●product mix contraction1.Eliminating an entire product line-deleting non-profitable product lines.2.Simplifying the product assortment-specialising in a smaller range of products●Trading up, trading down.Marketers add: Higher priced item-To increase perception of product prestige and attract the lower income market.Lower priced item-To increase perception pf product prestige and attract thye lower income market.Risks in ―trading up‖,―trading down‖.Buyer confusionHurt or affect firm‘s reputationChange firm‘s imageConfuse new and current target market owing to change in product positioning.The Boston Consulting Group MatrixThe Boston Matrix, named after the large US consulting group, is an approach to product portfolio planning. It has two controlling aspects. The model can be classified according to two factors:Its market share relative to competitorsThe market growth rate of the industry (market) in which the strategic business unit operates.Each individual product in the company‘s product is taken and placed onto the matrix.Competitor‘s products are then plotted to give relative market share.●Stars. These are products that are in high growth markets with a relatively high share of thatmarket. Stars tend to generate high amounts of income. Keep and build your stars. As the market slows down, stars may become cash cows.●Cash cows. These are products with a high market share of a slow growth market. Cash cowsgenerate more than is invested in them. So companies would keep them in their portfolio of products but would monitor progress closely and dispense with whenever they turn into dogs.●Problem child (Question mark). These are products with a low market share of a highgrowth market. They consume resources and generate little in return. They absorb mostmoney as you attempt to increase market share. With skilled marketing they have thepotential to become stars.●Dogs. These are products with a low share of a low growth market. Rather than generate cashfor the company, they tend to absorb it. Companies would get rid of these products from theirportfolioStrategies✓Organizations will try to achieve some kind of balance within their product portfolio.✓They will try not to have any Dogs✓Cash cows, Problem children and stars need to be kept in a kind of equilibrium✓The funds generated by your Cash Cows are used to turn problem children into Stars, which many eventually become Cash Cows.✓Some of the Problem children will become Dogs, and this means that you will need a larger contribution from the successful products to compensate for the failures.Implications of the BCG Matrix✓There is an assumption that higher rates of profit are directly related to high rates of market share. This may not always be the case.✓Long-term profitability will be easier to achieve in a market that is growing strongly than in one that is static or declining (business opportunity). Markets that are growing fast often have customers who are not as price sensitive as those in more mature markets, and often thecompetitive intensity is not as great in these markets. Both of these factors suggest it may well be easier to generate healthy profits and cash flows in fast-growing markets.●The BCG analysis seeks to reduce risk and optimize outcomes and determine resourceallocation.●The model aims to help firms to maintain a ‗balanced portfolio‘ of SBUs. It suggests whichSBUs are likely to generate cash from its operations and where that cash should be allocated.● A company should seek a balanced portfolio of SBUs with a mix of stars, cash cows, andquestions marks but, hopefully, no dogs.The product life cycleIt can identify possible actions needed depending on the stage in the life cycle. Organisations will have product mix objectives, which will try to ensure a balanced product life cycle portfolio.The product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes.A product has a life cycle is to assert four things: 1) that products have a limited life, 2) product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller, 3) profits rise and fall at different stages of product life cycle, and 4) products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.The different stages in a product life cycle are:1.Market introduction stagei.Costs are highii.Slow sales volumes to startiii.Little or no competition – competitive manufacturers watch for acceptance/segment growth lossesiv.Demand has to be createdv.Customers have to be prompted to try the product2.Growth stagei.Costs reduced due to economies of scaleii.Sales volume increases significantlyiii.Profitability begins to riseiv.Public awareness increasespetition begins to increase with a few new players in establishing marketvi.Increased competition leas to price decreases3.Mature stagei.Costs are lowered as a result of production volumes increasing and experience curveeffectsii.Sales volume peaks and market saturation is reachediii.Increase in competitors entering the marketiv.Prices tend to drop due to the proliferation of competing productsv.Brand differentiation and feature diversification is emphasized to maintain or increase market sharevi.Industrial profits go down4.Saturation and decline stagei.Costs become counter-optimalii.Sales volume decline or stabilizeiii.Prices, profitability diminishiv.Profit becomes more a challenge of production/distribution efficiency than increased salesIntroduction: Product mix decisions•High promotional expenditure to inform potential consumers•Introduce product trial to test the market•Decide on distribution strategy•Decide on price skimming or price penetration strategyGrowth: Product mix decisions•Firms maintain or slightly increase their promotional expenditures to meet competition & to keep on educating the market.•Prices remain where they are or fall slightly.•Promote the products in question (problem children) into stars.•Improving product quality•Add new models (e.g. different colors)•Enter new market segments•Increase distribution coverage, etc.Maturity: Product mix decisions•Market modification•Product modification to maintain sales. This might include changing packaging, changing perception of product by customers, e.g., finding a new use for an old productDecline: Product mix decisions•Some firms withdraw from the market•Different strategies•Increasing/maintaining/decreasing the firm‘s investmentNew Product- product innovationProduct innovation is becoming increasingly important owing to rapid advancements in technology and successful product copying by competitors.The importance of product innovation•Need for growth—products, like people, go through life cycles.•Increased consumer selectivity—not spending as freely.•Resources and environmental considerations—environmental factors will influence product decisions.What is a ‗new‘ product?•Products that is truly innovative.– e.g. cure for cancer–Products that have no existing substitutes.•Innovative replacements for existing products.–Product is significantly different from existing products, e.g. digital HDTV. •Imitative products that are new to a particular company.–Imitation products are new to that company, not to the market.New product strategy•defending market share position•maintaining the company‘s position as a product innovator•meeting a specific ROI goal•Establishing a position in a new market.Adding a new product!•Do enough people really want this product? Assess the demand for the new product.•Is there a financial fit for the firm?•Will it create environmental issues?•What is the present marketing structure?New product adoption and diffusion•Adoption process—a set of successive decisions an individual or organisation makes before accepting an innovation.•Stages in the adoption process:–awareness–interest–evaluation–trial–adoption ¯–Post-adoption confirmation.•Diffusion—the process by which an innovation is spread through a social system over time.Branding•Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate from those of competitors.- American Marketing Association•Branding is the art and cornerstone of marketing.Reasons for branding•Easy identification of product.•Assures consumer of comparable quality.•Stops confusion•Helps sellers to control their market.•Adds to product differentiation as a measure of distinction.Reasons for not branding•Cost of maintaining market presence, including:–promotions–brand quality–product cannot be differentiated–Physical nature of product, e.g. fruit and vegies.What does a good brand name mean?•easy to recognise and pronounce•is distinctive•suggests characteristics, benefits, use or action•adaptable to new products that might be added to the product lineBranding problems•Product counterfeiting—refers to placing a brand name on a product even though the rights to the product or name are not owned by that firm.•Generic usage—when a brand name is so common it describes the category, e.g. Aspirin is a brand that also signifies a ‘headache tablet’.Branding decisions•Corporate brand- the company that produces products becomes the brand. It is the company which contains brand attributes such as perceived quality, trust, etc.•Product brandBranding strategies•Marketing under producer‘s own brand—includes entire output, e.g.. IBM.•Branding parts and materials—used to develop market preference, e.g. Intel.•Multi-branding—firm using more than one brand name for similar products in its range in an attempt to reach different market segments, e.g. Maybelline, Loreal, and Locome.Types of brands•Separate name (individual brand)—a brand name given to individual products, leaving out the manufacturer‘s name, e.g. Dove, OMO, and Lux all made by Unilever.•Family branding (blanket)—brands that take on the manufacturer‘s name, e.g. Mars Bar. •Combined-brand strategy—the combination of the manufacturer‘s name with a product, e.g.Kellogg’s Special KThe value of branding•Brand value is the value a brand adds to a product. Having brand equity benefits a product by: –becoming a differential advantage–creating barriers for companies entering the market–helping products survive changes in the operating environment–creating strong potential for trademark or brand licensing–maintaining product quality–supporting positioning (through promotional message)–Maintaining open two-way communication with customers.•Brands are hugely influential and they‘re worth millions. They don‘t just sell a product or a service anymore: they sell a set of values, a philosophy, a meaning for life.PackagingIt can be defined as all the activities of designing and producing the container or wrapping for a product.Uses for packaging•Packaging performs several marketing functions: protects the product and the people handling and using it; provides information; and helps promote the product.•Protecting the product and the purchaser to–Protect against damage.•Providing information and gaining acceptance of the product by intermediaries, i.e.–Wholesalers and retailers.•Helping persuade consumers to purchase the product by providing–clear identification of the product。
Marketing市场营销专业词汇中英文对照表
Marketing市场营销专业词汇中英文对照表市场营销专业词汇中英文对照表Marketing Management营销管理New Products Development 新产品开发Service Industry Marketing服务业营销Advertising广告Business Negotiation商业谈判International Marketing国际市场营销Sales Channels销售渠道Public Relationship公共关系Consumer Behavior消费者行为Systems of Management Information管理信息系统Marketing Research营销调研accessibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略positioning定位market segmentation市场细分sales promotion销售促进advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising reach 广告接受人数advertising message 广告信息advertising source 广告信息来源agent middleman 代理商allowance 折让alteration 退换American Marketingbuyers' 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 situation 采购情况/类型buying task 采购任务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choice criteria 选择标准closing a sale 结束销售clothing retailers 服装零售商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-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 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contribution 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counter trade 对等贸易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 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 productprofitability (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 labels) 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domestic target marketing strategies 国内目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统durability 耐用性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emergency goods 急需品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-defen ce 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 costingprofitability 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 targetingstrategy 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）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 market share 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 Tool 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industryattractiveness-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influences 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Loyd'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marketattractiveness/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Mitsubishi 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 Servicesmemory 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microsegmentation 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mono segment 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multichanneldistribution 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 stock-outs 迟滞数目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organizationalrequirement 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perish ability 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-purhcase (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-sal e 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 organizaiton of salesforce 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 testing 产品使用测试pro-environment 环保profit impact of market strategy (PIMS) 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projectedprofit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psycho-graphics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels 分销渠道控制的拉式战略pupil dilation 瞳孔扩张purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power parity (PPP) 购买力平价指数push money/spiffs 佣金push strategy for control of distribution channels 分销渠道控制的推式战略qualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R & D expenditure 研究开发战略race and ethnic origin 种族和民族rack jobbers 供应超级市场的批发商radio 无线电广播rank ordering 排序rate of adoption 采购率rate-of-return/target return pricing 回报率/目标回报定价法rational appeals 理性诉求rationale 基本原理raw materials 原材料reactive and proactive responses 反应及前摄策略reactive new-product development strategy reactor strategy 反应型战略real estate 房地产rebates 回扣recall tests 记忆测试receiver 接收者reciprocity 利益互惠recognition ofproblem/need 发现问题/需求recognition tests 认知测试recreation 娱乐业recruitment and selection 招聘与选拔recycling of packaging 包装回收（利用）Reebok 锐步reference group 参照群体referent power 参照权refocus 巩固refunds 退款refusal to deal 拒绝经营regression analysis 回归分析法regulation 管制related/concentric diversification 相关/同心多元化relational VMSs 相关式垂直营销系统relative attractiveness of declining markets 衰退市场的相对吸引力relative marketpotential 相对市场潜力relative market share 相对市场份额reliability 可靠性repeat purchase behavior 重复购买行为repetition 重复repositionings 重新定位产品requirements planning 需求计划re-seller 中间商resident buyers 常驻采购员resourceallocation/deployment资源配置response strategies 反应策略response to communication 传播响应responsive strategy 反应型新产品开发战略responsiveness 响应性retail coverage strategy 零售范围战略Retail Index 零售指数retail outlets 零售店retail sales 零售额retailer co-operatives 零售商合作社retailer 零售商retailing trends 零售趋势Return on Equity (ROE) 权益回报率Return on Investment (ROI) 投资回报率Return on Net Assets (RONA) 净资产回报率reverse engineering 反向工程reward systems 奖励系统rivalry determinants 竞争决定因素rivalry 竞争对手Robert Miles 罗伯特·迈尔斯Rockwell 洛克威尔Rolex 劳力士Rolls-Royce 劳斯莱斯roster 名册salary 薪金sales agents 销售代理商sales analysis by customer 顾客销售分析sales analysis by order size 订货规模的销售分析sales analysis by product 产品销售分析sales analysis by territory 区域销售分析sales analysis 销售分析sales forcasting 销售预测sales force estimates 销售人员估计sales force size 销售队伍规模sales force 销售队伍sales forecasting 销售预测sales management 销售管理sales organization 销售组织sales performance 销售表现/业绩sales personnel incentives 销售人员激励sales personnel 销售人员sales planning 销售计划sales potential 销售潜力sales promotion 销售促进/促销sales territory 销售地区sales trends 销售趋势sales 销售额sales/price reduction 销售/价格下降sample design 样本设计sample size 样本大小sampling 抽样sampling 提供样品scale efficiency 规模效率scaled measures 比例测度scoring models 评判模型screening of ideas 创意筛选sealed bidding 招标Sears 西尔斯secondary sources 第二类/次要数据second-but-betternew-product development strategy 后者居上型新产品开发战略security 证券业segmentation and targeting 细分与目标选择segmentationcriteria 细分标准segmentation descriptors 市场细分变量segmentation 市场细分Seiko 日本精工株式会社（全球著名的打印机生产商）selective demand 选择性。
科特勒和他的营销革命3.0管理
马斯洛著名的人类需求金字塔理论(人类需求的五个层次，即生理需求、安全需求、社交需求、尊重需求、自我实现需求)认为这些需求必须依次得到满足， 而科特勒从《精神资本》(Spiritual Capital)一书中找到了另一个答案――马斯洛临终前认为应该将金字塔倒过来，把自我实现作为人类最基本的需求。这恰恰是3.0营销的一个理论基石。 另一个基石，就是德鲁克一直强调的“使命、愿景和价值观”。科特勒认为，3.0营销不仅仅要将品牌独特化，还要道德化，它是意义的营销，这些意义需要以战 略的高度整合到“使命、愿景和价值观”中去，归根结底就是“得道多助，失道寡助”。围绕这个基本观点，科特勒提出，要向消费者营销企业的使命，即企业要开 展不同寻常的业务，并以讲故事的方式告知消费者品牌的正确使命;要向员工营销企业价值观，科特勒援引费杰葡萄园总经理保罗.多兰的话说，“一个可持续发展 和让人尊敬的企业，必须把对消费者的承诺植根于最基层员工的思想中”。价值观关乎员工的自我实现，它可以提高组织凝聚力和对人才的吸引力，为消费者提供更 好的产品、服务和营销;要向渠道合作伙伴营销企业价值观，即在价值链上寻找价值观相近的企业与之合作，在合作关系加深后，应尝试在信息共享和联合战略上进 行整合，整合开始后，会陆续把各自价值链上其他成员包括进来，让品牌更加深入人心;要向股东营销愿景，科特勒最终认为，在营销3.0时代，企业的理想状态 是能够从承担社会责任、善待自然环境中获益，这需要让股东以长远的目光看待问题。除此以外，企业应该积极面对全球化和地域化的张力，为消除贫困而营销，以 独特的产品和服务进入新兴市场。事实表明，消费者的确正在转向更公德心的企业品牌，就连傲慢的沃尔玛也开始学会“绿色思考”了。
20世纪60年代是现代营销思想“爆聚”的时代，1960年，《哈佛商业评论》发表了西奥多?莱维特(Theodore Levitt)的《营销短视症》(Marketing Myopia)，他主张的“要强调营销，而不是销售;营销要从顾客出发，而不是从产品出发”很快为企业界所广泛接受。1967年，菲利普?科特勒 (Philip Kotler)与凯文?凯勒(Kevin Lane Keller)合著的《营销管理》(Marketing Management: Application, Planning, Implementation and Control)一书中则强调了“优秀的企业必须满足需求，积极地创造并滋养市场”，该书随之被视为营销理论的经典著作。1969年，杰克?特劳特 (Jack Trout)在《行业营销管理》(Industrial Marketing Management)杂志上发表的《定位：同质化时代的竞争之道》一文中,则首次提出了以品牌差异化占领消费者心智资源的“定位” (Positioning)理论雏形。这些划时代的营销理论的出现契合了当时生产过剩、同质化竞争加剧的企业经营现实，同时也为企业如何在之后的信息时代 从事营销工作打下了思想基础。此后，几位大师继续在战略层面上深化、完善自己的理论，并大受企业界的尊崇。1960年之后40多年间，企业营销大抵是在践 行着他们的思想，这一点也为我们所熟知。尤其近几年，由于特劳特的中国合作者运作王老吉、九阳豆浆机等品牌在市场上大获成功，使特劳特的定位理论风靡一 时，他的每本著作几乎都得到了营销从业者的热烈追捧。
marketing3.0
姓名：黄巧学号：201406020212Marketing3.0What is marketing3.0Marketing is now entering a new stage called marketing3.0,which is result from the change of the marketing environment.In the past decades,marketing go through the stages from marketing1.0：production-centered to marketing2.0:customer-centered,and now marketing3.0:value-driven.The causes of the changeWe can find the answer from customers,thatis,it’s the change of the customers that lead to the times of marketing3.0.Today’s customer is not only has the basic needs and very smart,butis a complete individual who has an independent mind, heart and soul. Enterprise's marketing policy should change in front of the shift of customer,so there comes marketing3.0.Problem is that what makes the difference of the customer?That would be the changes of the environment.So we got an idea that the environment not only derectly act on marketing,but indirectly through influence consumer to work on marketing.Forexample,the participation age makes the social media becomesan important part of consumer’s life,and so the ideas and experiences of the public are becoming more and more important to consume.How do enterprises doConfronted with the marketing3.0 age,the enterprises should make some changes in the marketing:from the product differentiation to createhumanistcvalue for the market,forinstance,the enterprise should no longer focus on the promotion of product or the customer needs,but should mix them together with the company’s vision,mission and values,not only for capturing to profit,but should care more about the common between the enterpri ses’ pursue and the demand of social development.。
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营销3.0应用——利用营销手段解决社会问题的3个阶段
自 我 实 现
创 造 性 动机营销 基 本 需 求
社会文化变革
慈善行为
垂直化企业核心时代
水平化消费者核心时代
合作性
营销3.0应用——社会文化变革的三个步骤
确定社会文 化问题
选择目标要 素
提供变革解 决方案
▪ 确定当前问题，预 测未来问题。 ▪ 问题包括健康（营 养和保健）、教育或 社会正义等方面。
文化
企业战略之——向员工和渠道合作伙伴营销企业价值观
镜像投射
价值
价值
企业
渠道合作 伙伴
目的
特性
特性
目的
道不同，不相为谋。
——论语
拥有兼容性价值观的渠道合作 伙伴可以更好的向消费者传递 品牌故事。
企业战略之——向股东营销企业愿景
企业从成功走向衰败经历的几个阶段（吉姆●柯林斯《强势怎样衰落》）：
以疯狂增长为目标
————Philip Kotler
企业战略之——向消费者营销企业使命
不同寻常的 业务（使命 为前提，运 用蝴蝶效应）
打动消费者 的故事（真 实的故事， 隐喻推动）
消费者增权 （激发积极 参与）
企业使命一案例
领导者
沃尔特.迪士尼 英格瓦.坎普拉德 比尔.盖茨
品牌
迪士尼
不同寻常的业务
开创成功的动画人物形象，并通过特许经营和主题公园的方 式成功进入主流商业圈。 首创折叠式家具和自助服务体验店（20世纪60年代），让家 具零售商极大地缩减了成本。 始创时虽然不是业界先锋，但盖茨早在1975年就在主流市场 中引入了操作系统概念；通过利用网络效应，他成功地把软 件变成了电脑运算不可缺少的一部分。 采用时尚的反文化手段，以Mac电脑、ipod、iPhone、iPad等 产品改变了计算机、音乐和电话等行业；苹果公司还和皮克 斯公司合作改变了动画电影产业。 利用亚马逊网站改变了图书和其他产品的零售方式，利用 kindle电子书改变了图书的存在形式。 自2001年起，维基百科开始重新定义百科全书编纂方式；沃 德.康宁汉开发的维基式合作法迅速流行起来。 Twitter网成立于2006年，率先提出互联网微博理念；用户利 用它可以随时向自己的交际圈广播动态消息。
PPT模板下载：/moban/
MARKETING3.0
Novartis Brand Training Manager Li XianFu（李现富）
移动互联浪潮下的营销新趋势
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认识营销 营销概念的演化 营销3.0时代 营销3.0时代的企业战略 营销3.0的应用 科特勒的营销十大成功秘诀
▪ 不仅宣传企业产品 的作用 ▪ 更要让消费者明白 其生活质量的提高与 企业经营密不可分。
▪ 行业领袖包括：医 生、教师、村长和宗 教领袖等……
▪ 如果企业目标和政 府任务一致，公司在 宣传教育等方面的成 本会减少。 ▪ 提升消费者对企业 的信赖程度和接受程 度。
营销3.0应用——创造新兴市场
社 会 性 商 业 企 业 营 销 模 型 营销要素 1 2 3 市场细分 目标客户 定位 商业模式 财富金字塔底层 消费者大量集中的群体 社会性商业企业
思想
心灵
实现渴望
精神
体现同情心
使命
提供满足感
愿景
价值观
盈利能力
投资回报率
可持续发展 能力
更好
更加不同
更有影响力
意义的营销
营销3.0同时也是意义的营销，而这些意义需要整合到企业的 使命、愿景和价值观中去； 营销被提升到一个新的高度，即成为参与企业战略未来的一 个重要力量； 显然，营销已不再是一种简单的销售或需求创造的工具了， 现在他应当被视为可以帮助企业赢得消费者信任的主要希望。
确定营销目标
Segmenting： 细分市场 Targeting： 筛选最有利 的市场分类 Positioning： 确定展现自 身优势的最 佳方法
确定营销组合
客户选则你 公司的关键 因素： product Price Place promotion
制定行动计划
快速有效提 升销量的要 因分析： What：目 标客户是那 些人 How：如何 推动销售 Who：谁来 推动销售 When：什 么时候 Where：在 哪里
革新者
生 产
▪针对利基市场开发 特定产品
▪为大众市场开发全 面商业化产品
营销3.0应用——实现环境可持续发展
客户定位 购买绿色产品的可能性逐级递减 趋势创造者
▪ 环保主义者或 有远见的环保热 心人士 ▪ 使用绿色产品 可带来情绪和精 神激励 ▪ 希望通过绿色 革新实现竞争优 势
价值寻求者
▪ 环境实用主义 者 ▪ 使用绿色产品 持理性看法的人 ▪ 利用绿色产品 提升效率，节约 成本
销 售 额 引 入 期 成 长 期 成 熟 期 衰 退 期
时期
引入入期策略 ▪ 宣传生态优势 ▪ 把绿色理念作为差 异化核心 ▪ 寻求趋势创造者对 产品的支持 ▪ 利用口碑营销推动 产品进入成长期
成长期策略 ▪ 宣传生态效率 ▪ 定位价值寻求着， 扩大产品影响力 ▪ 利用规模化经济提 高产品性价比
成熟期策略 ▪ 宣传生态效率 ▪ 绿色产品竞争者大 量出现，寻求其他领 域的差异化优势
宣传（天伯伦） ▪ 人才市场竞争 ▪ 在高度竞争市场中表现不力 ▪ 良好的企业环保历史
效应放大（沃尔玛） ▪ 品牌曝光度高 ▪ 企业对环境的影响力巨大
营销3.0应用——实现环境可持续发展
利基市场 大众市场
宣 传
宣传者 ▪成为利基市场趋势 创造者，制造绿色产 品影响力
投资者 ▪把绿色产品推广为 主流市场标准，吸引 大众注意力
标准追求者
▪ 环境保护主义 者 ▪ 静待绿色产品 成为主流市场产 品 ▪ 等绿色产品成 为行业标准时才 使用
多疑型购买者
▪ 环境怀疑主义 者 ▪ 不信任绿色产 品
市场描述
生态优势 市场定位
推出具有竞争优 势的创新产品
生态效率
为其创造更多价 值
生态标准
提供可供大众使 用的一致性产品
不值得开发
营销3.0应用——实现环境可持续发展
品牌使命
为家庭创建魔法世界。
宜家
为聪明的客户生产时尚适价的家 具。 让运算无处不在。
微软
史蒂夫.乔布斯
苹果
让消费者享受科技。
杰夫.贝佐斯 吉米.威尔士拉里. 桑格尔 杰克.多尔西
亚马逊
更便捷的传递知识。
维基百科
建立公众编辑的百科全书
提供可跟踪好友和其他兴趣的工 具。
企业经营应当从正确的使命开始，经济方面的考虑应该放在第二位。 ——Peter Drucker
成功秘诀 5-8
无论经营哪 种业务，记 住你是在提 供服务。
科特勒的营销十大成功秘诀
秘诀九 秘诀十
成功秘诀 9-10
广集信息，慎下 结论。 学会从质量、成本和交付三方面改 善业务流程。
PPT模板下载：/moban/
科特勒的营销十大成功秘诀
秘诀一
秘诀四
秘诀三 捍卫你的 品牌，永 远明确自 己的目标。
秘诀二
善于观察变化， 随时准备好变革。 热爱你的客户，尊重你的竞争对手。
成功秘诀 1-4
消费者千差 万别，努力 妈祖你的最 佳客户。
科特勒的营销十大成功秘诀
秘诀五
秘诀八
秘诀七 获取维护 和增加客 户。
秘诀六
注重传播，努力 寻找潜在客户。 永远用合适的价格和包装提供产品。
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5
差异化
营销组合： 产品 价格 促销 渠道
社会性企业特征
低收入者目前无法获得的产品 可承受的价格 口碑方式 社区分销 社会性企业内部销售团体
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销售
7
8 9
品牌
服务 流程
偶像型品牌
实用型服务 低成本流程
营销3.0应用——实现环境可持续发展
不 同 企 业 角 色 的 动 机
革新者
传播者
投资者
激发（杜邦） ▪ 自然资源依赖型 ▪ 受到行业管制制约 ▪ 即将面对管理制约
失败的倾向越来越明显
阶段一
阶段二
阶段三
阶段四
阶段五
认为自己无所不能
危险苗头出现，但毫 不在意
如此时仍不知悔改， 最后只能走向破产
企业战略之——向股东营销企业愿景
营销3.0中，企业愿景的核心应当是可持续发展，这一理念决 定了企业的长期竞争优势。 商业环境的变化，尤其是市场两极化和资源稀缺化，让企业 可持续发展的重要性越来越凸显。 企业必须让股东明白，只有采用可持续发展模式才能提高成 本产出率，销售收入和企业品牌价值。 ————Philip Kotler
▪ 强调短期影响力： 中产阶级、女性或老 年群体等要素。 ▪ 强调长期影响力： 选择儿童和青年群体 等要素。
▪ 提供行为改变方案， 满足人们更高的实现 自我的需求 ▪ 注重更具合作性、 文化性和创造性的深 刻变革。
营销3.0应用——创造新兴市场
市场教育
与当地社区 和行业领袖 的联系
与政府和非 政府组织的 合作
原因 参与化时代（刺激因素） 全球化矛盾时代（问题） 创造性时代（解决方式）
营销的未来
营销分支 产品管理 顾客管理 品牌管理
今日营销概念 4P(Product、Price、Place、Promotion) STP(Segmenting、Targeting、Positioning) 品牌塑造
未来营销概念 协同创新（CEC） 社区化 特征塑造
企业战略之——向员工和渠道合作伙伴营销企业价值观
在营销3.0中，企业文化关乎道德和诚 实，她需要把共享价值观和员工的共同 行为紧密联系在一起。