Marketing：Pricing
marketing有哪些细分方向？
marketing有哪些细分⽅向？很多⼈第⼀次接触marketing时都觉得这就是个每天想各种天马⾏空的创意来做策划的⼯作，总之就是跟innovation密切相关。
这话对⼀半，⼀个好的marketing professional是必须要creative的，但是⼤部分时候其实marketing的具体⼯作没有这么dreamlike，更多的是脚踏实地的数据分析、流程跟进和各种detail。
⽽且marketing也是有很多细分⽅向的，Vault careerBible中对marketing领域具体职位的划分和解释是这样的。
Careers in MarketingBrand Management: positions are developed around responsibility for aparticular product. The core of brand work is brand strategy.Direct Marketing: they are masters in one-to-one marketing. Direct marketersassemble databases of individual consumers who fit within their target market,go after them with a personal approach, and manage the production process fromstrategy inception to out-the-door distribution. Two main objectives: to stayin touch with their current consumer base and to try and generate more businessby finding individuals who fit a target set of criteria but are not currentlyusing their particular product.Affiliate/property Marketing: Marketers must manage the relationship betweenany two entities. This is cross-promotion.Price Marketing/sales forecasting: They need to figure our the optimal pricingstrategy for their product, though it's not always a case of making the mostmoney. Sometimes it makes more sense to win market share while taking lowerprofits. It means not only keeping track of sales trends of one's product, butanticipating responses to marketing campaigns and product launches or changes.High-tech marketing: these people want to work with products and technologiesthat reshape and improve the world around us. High tech marketers spend much oftheir time understanding research and development issues and working on newproduct launches.Marketing research: People use a variety of different qualitative andquantitative research techniques to understand consumers.Marketing Consulting: People need expertise in the areas of branding, marketresearch, continuous relationship marketing, pricing strategy, andbusiness-to-business marketing. Companies tend to hire people with previousmarketing experience and value consultants who have been successful marketingmanagers and have lived through the full range of business issues from theinside.。
市场营销专业术语
市场营销专业术语1.顾客价值(Customer value)2.生产观念(n concept)3.产品观念(Product concept)4.推销观念(Selling concept)5.营销观念(Marketing concept)6.市场调研(Market research)7.市场分析(Market analysis )8.目标市场(Target market)9.促销组合(Sales n scheme)10.竞争者(Competitor)11.市场份额(Market shares)12.市场细分(Market XXX)13.目标市场选择(n of target market)14.产品定位(Product ning)15.营销组合(Marketing strategy)16.产物(Product)17.订价(Pricing)18.分销(n)19.促销(n)20.仿造者(Copier)21.跟随者(Follower)22.模仿者(Imitator)23.改变者(Changer)24.潜在客户(XXX)25.关键客户(Key accounts)26.普通客户(General customers)27.渣滓客户(Unimportant customers)28.营销组合(Marketing mix）29.服务市场（Served market）30.公司贩卖展望（Company sales forecast）31.情况展望（Environmental forecast）32.最低市场需求（Market minimal）33.及格有用市场（Qualified available market）34.可扩展市场（Expandable market）35.渗透市场（rated market）36.市场潜量（Market potential）37.需求的营销敏感性Marketing sensitivity of demand）38.有用市场（Abailable market）39.不成扩大市场（Nonexpandable market）40.主顾化营销（Cutomized marketing）41.凸起属性（Salient attributes）42.采办企图（Purchase XXX）43.全面成本领导（XXX）44.聚焦战略（集中化战略）（Focus）45.差同化计谋（n）46.天然情况(Natural environment)47.宏观环境(XXX)48.技术环境(XXX)49.经济环境(XXX)50.人口统计(Demography)51.人口统计环境(Demographic environment)52.文明情况(XXX)53.政治环境(Political environment)54.法律环境(XXX)55.营销中介机构(Marketing intermediary)56.组织购买（ntal buying）57.定位缺乏（ning）58.定位过分(ning)59.定位混乱(Confused ning)60.市场利基者（Market niches）61.产品线特色决策（Product-line feature）62.产品线填补决策（Iine-filling）63.产品组合（Product mix）64.撇脂订价法（Market-skimming pricing）65.市场渗透定价法n pricing）66.价格折扣与折让（Discount and allowance）66.价格折扣与折让（Discount and allowance）。
商务英语阅读-unit-9-Marketing
• Transport V-T. To transport people or goods somewhere is to take them from one place to another in a vehicle. 运送
• e.g. Railway lines that transport the coal to ports for export have also been flooded.
，并继续下去的动作。一般用延续性动词表示
• Para. 2 We are looking for Agents/ Distributors with experience selling products within the bedding industry. A representative of the company will be visiting the United States at the end of July.
• 消费50美元可获得一张 抽奖券，并有机会从种 类丰富的电子产品中赢 取一款
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• 翻译： • 我们寻找床上用品业内有经验的代理商或经销商加盟
。本公司将派代表在7月底访美。
Marketing _ Pricing Strategies
Slide 1Dr. Jianyao LiPricing StrategiesSlide 2Dr. Jianyao LiPricing Strategies•What Is a Price?•Customer Perceptions of Value •Company and Product Costs•Other Considerations Affecting Price Decisions•New ‐Product Pricing Strategies•Product Mix Pricing Strategies •Price Adjustment Strategies •Price ChangesTopic OutlineSlide 3Dr. Jianyao LiPrice is the amount of money charged for a product or service. It is the sum of all thevalues that consumers give up in order to gain the benefits of having or using a product or service.What Is a Price?Slide 4Dr. Jianyao LiFactors to Consider WhenSetting PricesUnderstanding howmuch value consumers place on the benefits they receive from the product and setting a price that captures that valueCustomer Perceptions of ValueSlide 5Dr. Jianyao LiFactors to Consider WhenSetting PricesCustomer Perceptions of ValueSlide 6Dr. Jianyao LiFactors to Consider WhenSetting PricesValue ‐based pricing uses the buyers’perceptions of value, not the sellers cost, as the key to pricing. Price is considered before the marketing program is set.•Value ‐based pricing is customer driven •Cost ‐based pricing is product drivenCustomer Perceptions of ValueSlide 7Dr. Jianyao LiHow much would you willing to pay for a ball of ice cream?Slide 8Dr. Jianyao LiFactors to Consider WhenSetting PricesCustomer Perceptions of ValueSlide 9Dr. Jianyao LiFactors to Consider WhenSetting PricesCustomer Perceptions of Value①②Slide 10Dr. Jianyao LiGood ‐value pricing offers the rightcombination of quality and good service to fair price Existing brands are being redesigned to offer more quality for a given price or the same quality for less priceFactors to Consider WhenSetting PricesCustomer Perceptions of ValueSlide 11Dr. Jianyao LiFactors to Consider WhenSetting PricesEveryday low pricing (EDLP) involvescharging a constant everyday low price with few or no temporary price discounts High ‐low pricing involves charging higher prices on an everyday basis but running frequent promotions to lower prices temporarily on selected itemsCustomer Perceptions of ValueSlide 12Dr. Jianyao LiFactors to Consider When Setting Prices•Value ‐added pricing attaches value ‐added features and services to differentiate offers, support higher prices, and build pricing power•Pricing power is the ability to escape price competition and to justify higher prices and margins without losing market shareCustomer Perceptions of ValueSlide 13Dr. Jianyao LiFactors to Consider When Setting PricesCost ‐based pricing involves setting prices based on the costs for producing,distributing, and selling the product plus a fair rate of return for its effort and riskSlide 14Dr. Jianyao LiFactors to Consider WhenSetting PricesTypes of costsSlide 15Dr. Jianyao LiFactors to Consider When Setting PricesFixed costs are the costs that do not vary with production or sales level •Rent •Heat •Interest•Executive salariesSlide 16Dr. Jianyao LiFactors to Consider WhenSetting PricesVariable costs are the costs that vary with the level of production •Packaging •Raw materialsSlide 17Dr. Jianyao LiFactors to Consider When Setting PricesTotal costs are the sum of the fixed and variable costs for any given level of productionCompany and Product CostsSlide 18Dr. Jianyao LiFactors to Consider When Setting PricesBreak ‐even pricing (Target profit pricing) is the price at which total costs are equal to total revenue and there is no profitBreak-Even Analysis and Target ProfitPricingSlide 19Dr. Jianyao LiFactors to Consider WhenSetting PricesBreak ‐Even Analysis and Target Profit PricingSlide 20Dr. Jianyao LiConsiderations in Setting PriceSlide 21Dr. Jianyao LiFactors to Consider WhenSetting Prices•Before setting prices, the marketer must understand therelationship between price and demand for its productsThe Market and DemandSlide 22Dr. Jianyao LiFactors to Consider WhenSetting PricesDemand CurveSlide 23Dr. Jianyao LiFactors to Consider WhenSetting PricesThe demand curve shows the number of units the marketwill buy in a given period at different prices•Normally, demand and price are inversely related •Higher price = lower demand•For prestige (luxury) goods, higher price can equal higherdemand when consumers perceive higher prices as higher qualitySlide 24Dr. Jianyao LiFactors to Consider WhenSetting PricesPrice elasticity of demand illustrates the response of demand to achange in priceInelastic demand occurs when demand hardly changes whenthere is a small change in price Elastic demand occurs when demand changes greatly for asmall change in price Price elasticity of demand = % change in quantity demand% change in priceSlide 25Dr. Jianyao LiWhat determines the price elasticity of demand?Slide 26Dr. Jianyao LiMarketing Debate•Prices are often set to satisfy demand or to reflect the premium that consumers are willing to pay for a product or service. Some critics shudder, however, at the thought of $2 bottles of water,$150 running shoes, and $500 concert tickets. Take a position: Prices should reflect the value that consumers are willing to pay versus prices should primarily just reflect the cost involved in making a product or service.Slide 27Dr. Jianyao LiNew-Product PricingStrategies•Market ‐skimming pricing •Market ‐penetration pricingPricing StrategiesSlide 28Dr. Jianyao LiNew-Product PricingStrategiesMarket ‐skimming pricing is a strategy with high initial prices to “skim”revenue layers from the market•Product quality and image must support the price •Buyers must want the product at the price•Costs of producing the product in small volume should not cancel the advantage of higher prices •Competitors should not be able to enter the market easilySlide 29Dr. Jianyao LiNew-Product PricingStrategiesMarket ‐penetration pricing sets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share •Price sensitive market•Inverse relationship of production and distribution cost to sales growth•Low prices must keep competition out of the marketPricing StrategiesSlide 30Dr. Jianyao LiProduct Mix Pricing StrategiesPricing StrategiesSlide 31Dr. Jianyao LiProduct Mix Pricing StrategiesProduct line pricing takes into account the cost differences between products in the line, customer evaluation of their features, and competitors’prices Optional ‐product pricing takes into account optional or accessory products along with the main productPricing StrategiesSlide 32Dr. Jianyao LiProduct Mix Pricing StrategiesCaptive ‐product pricing involves products that must be used along with the main ProductTwo ‐part pricing involves breaking the price into:–Fixed fee–Variable usage feePricing StrategiesSlide 33Dr. Jianyao LiPrice Mix Pricing StrategiesBy ‐product pricing refers to products with little or no value produced as a result of the main product. Producers will seek little or no profit other than the cost to cover storage and delivery.Pricing StrategiesSlide 34Dr. Jianyao LiPrice Mix Pricing StrategiesProduct bundle pricing combines several products at a reduced pricePricing StrategiesSlide 35Dr. Jianyao LiPrice-Adjustment Strategies Slide 36Dr. Jianyao LiPrice-Adjustment StrategiesDiscount and allowance pricing reducesprices to reward customer responses such as paying early or promoting the product •Discounts •AllowancesPricing StrategiesSlide 37Dr. Jianyao LiPrice-Adjustment StrategiesSegmented pricing is used when a company sells a product at two or more prices even though the difference is not based on costPricing StrategiesSlide 38Dr. Jianyao LiPrice-Adjustment StrategiesTo be effective:•Market must be segmentable•Segments must show different degrees of demand•Watching the market cannot exceed the extra revenue obtained from the price difference •Must be legalPricing Strategies Segmented PricingSlide 39Dr. Jianyao LiPrice-Adjustment StrategiesPsychological pricing occurs when sellers consider the psychology of prices and not simply the economicsReference prices are prices that buyers carry in their minds and refer to when looking at a given product–Noting current prices –Remembering past prices–Assessing the buying situationsPricing StrategiesSlide 40Dr. Jianyao LiPrice-Adjustment StrategiesPromotional pricing is when prices are temporarily priced below list price or cost to increase demand •Loss leaders•Special event pricing •Cash rebates•Low ‐interest financing •Longer warrantees •Free maintenancePricing StrategiesSlide 41Dr. Jianyao LiPrice-Adjustment StrategiesRisks of promotional pricing•Used too frequently, and copies by competitors can create “deal ‐prone”customers who will wait for promotions and avoid buying at regular price •Creates price warsPricing StrategiesSlide 42Dr. Jianyao LiPrice-Adjustment StrategiesGeographical pricing is used for customers in different parts of the country or the world •FOB ‐origin pricing•Uniformed ‐delivered pricing •Zone pricing•Basing ‐point pricing•Freight ‐absorption pricingPricing StrategiesSlide 43Dr. Jianyao LiPrice-Adjustment Strategies•FOB ‐origin (free on board) pricing means that the goods are delivered to the carrier and the title and responsibility passes to the customer•Uniformed ‐delivered pricing means the company charges the same price plus freight to all customers, regardless of locationPricing StrategiesSlide 44Dr. Jianyao LiPrice-Adjustment Strategies•Zone pricing means that the company sets up two or more zones where customers within a given zone pay a single total price •Basing ‐point pricing means that a seller selects a given city as a “basing point”and charges all customers the freight cost associated from that city to the customer location, regardless of the city from which the goods are actually shippedPricing StrategiesSlide 45Dr. Jianyao LiPrice-Adjustment Strategies•Freight ‐absorption pricing means the seller absorbs all or part of the actual freight charge as an incentive to attract business in competitive marketsPricing StrategiesSlide 46Dr. Jianyao LiPrice-Adjustment StrategiesDynamic pricing is when prices are adjusted continually to meet the characteristics and needs of the individual customer and situationsPricing StrategiesSlide 47Dr. Jianyao LiInternational pricing is when prices are set in a specific country based on country ‐specific factors •Economic conditions •Competitive conditions •Laws and regulations •Infrastructure•Company marketing objectivePrice-Adjustment StrategiesPricing StrategiesSlide 48Dr. Jianyao LiPrice Changes•Price cuts•Price increasesInitiating Pricing ChangesSlide 49Dr. Jianyao LiPrice ChangesInitiating Pricing ChangesSlide 50Dr. Jianyao LiPrice ChangesBuyer Reactions to Pricing ChangesSlide 51Dr. Jianyao LiPrice ChangesQuestions–Why did the competitor change the price?–Is the price cut permanent or temporary?–What is the effect on market share and profits?–Will competitors respond?Responding to Price ChangesSlide 52Dr. Jianyao LiPrice ChangesSolutions–Reduce price to match competition–Maintain price but raise the perceived value through communications–Improve quality and increase price –Launch a lower ‐price “fighting”brandResponding to Price ChangesSlide 53Dr. Jianyao LiPrice ChangesResponding to Price ChangesSlide 54Dr. Jianyao LiPublic Policy and PricingPrice fixing : Sellers must set prices without talking to competitorsPredatory pricing : Selling below cost with the intention of punishing a competitor or gaining higher long ‐term profits by putting competitors out of businessPricing Within Channel Levels。
marketing
Chapter 1&2:1.Market: anywhere that people with the desire and ability can buy a specific product.2.Market Segments （细分市场）: 1) smaller groups of markets with potential customers thathave a great deal in common; 2) specialized set of goods or services may be provided3.T arget Market （目标市场）: One or more specific groups of potential customers towardwhich an organization directs its marketing program.4.Marketing（市场营销定义）: the process of building lasting relationships through planning,executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchanges that satisfy individual and organizational needs and objectives5.What four factors are needed for marketing to occur?1)Two or more parties with unsatisfied needs2) a desire and ability on their part be satisfied3) a way for the parties to communicate4)something to exchange.6.Marketing Mix (4Ps)（营销组合）: the marketing mix is product, price, promotion, and place.7.Marketing’s T wo T asks:1)discovering consumer needs;2)satisfying consumer needs8. Marketing & Sales （市场营销与销售）:1) Marketing is the process to persuade potential customers to buy a particular product orservice;2) Sales is the end result of the marketing process and occur when goods or services aregiven over to a customer in exchange for money or another valuable consideration.3) Marketing describes the whole commercial process that creates the interest that thepotential customer demonstrates prior to a sale. Sales transactions are the goal of marketing and serve as the basis for the relationship between the marketer and the consumer.4) An Example: "... if the circus is coming to town and you paint a sign saying 'CircusComing to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. What you’ve done is marketing. If the town's citizens watch the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.9. Marketing Functions （市场营销功能）:1) Contact: seeking out of prospective consumers2) Merchandising: the process of bringing the right product to the right place at the righttime in the right quantity at the right price3) Pricing: the determining factor when a purchase is made and is a key to profit.4) Promotion: support marketing efforts (paid advertising, personal selling, public relations,and supplemental efforts.5) Distribution (distribution channels): the process of putting the consumer and the producttogether.6) Human Resources (HR)10. Hierarchy of Effects (效果层级理论):1) Marketing term for the sequence of five steps by which consumers receive and use information in reaching decisions about what actions they will take.2) from the initial exposure to a product or advertisement to the purchase decision: (1) awareness （产品知名度）, (2) affinity （产品关联）, (3) preference （产品偏好）, (4) confidence （产品信心）, and (5) purchase （产品购买）Hierarchy of Effects43ConfidencePreferenceAffinity (Linking)Awareness PurchaseDOFEELTHINK11. Market: anywhere that people with the desire and ability can buy a specific productMarketplace: a location where goods and services are exchanged12. International Marketing （国际市场营销）:1) International Marketing involves the firm in making one or more marketing mixdecisions across national boundaries. (Narrow Sense)2) International Marketing involves the firm in establishing manufacturing facilitiesoverseas and coordinating marketing strategies across markets. (Broad Sense)13. Characteristics of the International Marketing:1) Bigger market and Stronger Competition2) Huge Complexity of organizations3) Different Standards among Countries4) Higher Risk and More Difficulties14. Different Levels of Marketing （不同层次的市场营销）:1) Domestic Marketing （国内营销）: targeting exclusively on the home country market2) Export Marketing （出口营销）: the first stage of addressing market opportunities outside the home country3) International Marketing (global marketing)（国际营销）: the stage when a marketer enters certain countries according to a company’s resources and the nature of opportunit ies and threat 国际市场营销学8The International Marketing Task7 3. Economy Environmental uncontrollables country market AEnvironmental uncontrollables country market B Environmental uncontrollables country market C1. Competition1. Competition2. Technology Price Product Promotion Place or Distribution6. Geography and Infrastructure Foreign Environment(Uncontrollables)7. Structure ofDistribution 3. Economy 5. Political-LegalDomestic environment(Uncontrollables)(Controllables) 2 .Technology 4. Culture5. Political-Legal 4. CultureTarget Market15. International Marketing Process (国际市场营销过程)： 10Appraising the international marketing environment (marketassessment)Deciding whether to go abroad (market orientation)Deciding which market to enter (market orientation)Deciding how to enter the market (strategy development)Deciding on the marketing mix (implementation)Deciding on the marketing control and management(control)16. How to enter overseas markets in the first place?1） Indirect export : exporters use an intermediary, such as an export agent, to deal withbuyers in the overseas markets.2） Direct export : companies handle their own exports, for example by setting up overseassales offices.3） Licensing : companies sell the rights to use a manufacturing process, trademark or patentfor a fee or royalty.4） Joint venture : two companies, for example an overseas firm and a local one, may worktogether to develop a particular market.5） Direct investment : the company buys a local firm, or sets up its own manufacturingsubsidiaries. 17. Regulation: principle or rule employed in controlling or managing the exports. 18. Financing: a firm fills the need for cash from external or borrowed money19. hard currency （硬通货）:1) Stable , convertible currency (such as the Euro , US dollar , or Y en) or that enjoys the confidence of investors and traders alike2) Hard currencies serve as means of payment settlements because they do not suffer from sharp exchange rate fluctuations.20. soft currency （软通货）: Currency belonging to a small, weak, or wildly fluctuating economyand which, therefore, is not in favor with foreign exchange dealers Chapters 2,3 & 4:1. Segmentation, T argeting, and Positioning (STP): Building the Right Relationships withthe Right CustomersMarket Segmentation (市场细分): dividing a market into distinct groups of buyerswith different needs, characteristics, or behavior who might require separate products ormarketing mixesSegmenting Consumer Markets (市场细分标准):Geographical segmentation (地理细分): World / Country Region , State / Province,City / Country, Neighborhood, Climate, GeographyDemographic segmentation (人口细分): Most popular segmentation Age / Gender,Family size, Family life cycle, Income / Occupation, Education ,Religion / Race,NationalityPsychographic segmentation (心理细分): Lifestyle, Social classBehavioral segmentation (行为细分): User status, Usage rates, Loyalty status● Market T argeting(目标市场选择): the process of evaluating each market segment’sattractiveness and selecting one or more segments to enter.Segmentation & T argeting Strategies :Mass marketing (Undifferentiated marketing) (无差异性营销): offering the sameproduct to the entire consumer population (entire market) 企业只推出一种产品，只用一套营销办法招徕所有顾客。
Marketing-外文翻译
外文翻译原文MarketingMaterial Source：Marketing Managerment Author：Philip Kotler MARKETING TASKSA recent book, Radical Marketing, praises companies such as Harley-Davidson for succeedingby breaking all of the rules of marketing.1 Instead of commissioning expensive marketing research, spending huge sums on advertising, and operating large market-ing departments, these companies stretch their limited resources, live close to their customers and create more satisfying solutions to customers’ needs.They form buyers clubs, use creative public relations, and focus on delivering quality products to win long-term customer loyalty. It seems that not all marketing must follow the P&G model. In fact, we can distinguish three stages through which marketing practice might pass:1. Entrepreneurial marketing: Most companies are started by individuals who visualize an opportunity and knock on every door to gain attention. Jim Koch, founder of Boston Beer Company, whose Samuel Adams beer has become a top-selling “craft” beer, started out in 1984 carrying bottles of Samuel Adams from bar to bar to persuade bartenders to carry it. For 10 years, he sold his beer through direct selling and grassroots public relations. Today his business pulls in nearly $200 million, making it the leader in the U.S. craft beer market.2. Formulated marketing: As small companies achieve success, they inevitably move toward more formulated marketing. Boston Beer recently began a $15 million television advertising campaign. The company now employs more that 175 salespeople and has a marketing department that carries on market research, adopting some of the tools used in professionally run marketing companies.3. Intrepreneurial marketing: Many large companies get stuck in formulated marketing, poring over the latest ratings, scanning research reports, trying to fine-tune dealer relations and advertising messages. These companies lack the creativity and passion of the guerrilla marketers in the entrepreneurial stage.3 Theirbrand and product managers need to start living with their customers and visualizing new ways to add value to their customers’ lives. The bottom line is that effective marketing can take many forms. Although it is easier to learn the formulated side (which will occupy most of our attention in this book), we will also see how creativity and passion can be used by today’s and tomorrow’s marketing managers.Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas. Goods. Physical goods constitute the bulk of most countries’ production and marketing effort. The United States produces and markets billions of physical goods, from eggs to steel to hair dryers. In developing nations, goods—particularly food, commodities, clothing, and housing—are the mainstay of the economy. Services. As economies advance, a growing proportion of their activities are focused on the production of services. The U.S. economy today consists of a 70–30 services-to-goods mix. Services include airlines, hotels, and maintenance and repair people, as well as professionals such as accountants, lawyers, engineers, and doctors. Many market offerings consist of a variable mix of goods and services.Experiences. By orchestrating several services and goods, one can create, stage, and market experiences. Walt Disney World’s Magic Kingdom is an experience; so is the Hard Rock Cafe. Events. Marketers promote time-based events, such as the Olympics, trade shows, sports events, and artistic performances.Marketing Tasks Persons. Celebrity marketing has become a major business. Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, and other professionals draw help from celebrity marketers. Places. Cities, states, regions, and nations compete to attract tourists, factories, company headquarters, and new residents.5 Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies. Properties. Properties are intangible rights of ownership of either real property (real estate) or financial property (stocks and bonds). Properties are bought and sold, and this occasions a marketing effort by real estate agents (for real estate) and investment companies and banks (for securities). Organizations. Organizations actively work to build a strong, favorable image in the mind of their publics. Philips, the Dutch electronics company, advertises with the tag line, “Let’s Make Things Better.” The Body Shop and Ben & Jerry’s also gain attention by promoting social causes. Universities, museums, and performing arts organizations boost their public images to compete more successfully for audiences and funds.Information. The production, packaging, and distribution of information is one of society’s major industries.6 Among the marketers of information are schools and universities; publishers of encyclopedias, nonfiction books, and specialized magazines; makers of CDs; and Internet Web sites. Ideas. Every market offering has a basic idea at its core. In essence, products and services are platforms for delivering some idea or benefit to satisfy a core need.A Broadened View of Marketing TasksMarketers are skilled in stimulating demand for their products. However, this is too limited a view of the tasks that marketers perform. Just as production and logistics professionals are responsible for supply management, marketers are responsible for demand management. They may have to manage negative demand (avoidance of a product), no demand (lack of awareness or interest in a product), latent demand (a strong need that cannot be satisfied by existing products), declining demand (lower demand), irregular demand (demand varying by season, day, or hour), full demand (a satisfying level of demand), overfull demand (more demand than can be handled), or unwholesome demand (demand for unhealthy or dangerous products). To meet the organization’s objectives, marketing managers seek to influence the level, timing, and composition of these various demand states.The Decisions That Marketers MakeMarketing managers face a host of decisions in handling marketing tasks. These range from major decisions such as what product features to design into a new product, how many salespeople to hire, or how much to spend on advertising, to minor decisions such as the wording or color for new packaging. Among the questions that marketers ask (and will be addressed in this text) are: How can we spot and choose the right market segment(s)? How can we differentiate our offering? How should we respond to customers who press for a lower price? How can we compete against lower-cost, lower-price rivals? How far can we go in customizing our offering for each customer? How can we grow our business? How can we build stronger brands? How can we reduce the cost of customer acquisition and keep customers loyal? How can we tell which customers are more important? How can we measure the paybackFrom marketing communications? How can we improve sales-force productivity? How can we manage channel conflict? How can we get other departments to be more customer-oriented?Marketing Concepts and ToolsMarketing boasts a rich array of concepts and tools to help marketers address the decisions they must make. We will start by defining marketing and then describing its major concepts and tools.We can distinguish between a social and a managerial definition for marketing. According to a social definition, marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others.As a managerial definition, marketing has often been described as “the art of selling produ cts.” But Peter Drucker, a leading management theorist, says that “the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, mark eting should result in a customer who is ready to buy.” The American Marketing Association offers this managerial definition:Marketing (management) 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 goals. Coping with exchange processes—part of this definition—calls for a considerable amount of work and skill. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer value.Marketing can be further understood by defining the core concepts applied by marketing managers.A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunity—those whose needs the firm can meet in a superior fashion. For each chosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). For example, V olvo develops its cars for the target market of buyers for whom automobile safety is a major concern. V olvo, therefore, positions its car as the safest a customer can buy.Traditionally, a “market” was a physical place where buyers and sellersgathered to exchange goods. Now marketers view the sellers as the industry and the buyers as the market. The sellers send goods and services and communications (ads, direct mail, e-mail messages) to the market; in return they receive money and information (attitudes, sales data). An exchange of money for goods and services; the outer loop shows an exchange of information. A global industry is one in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global positions. Global firms—both large and small—plan, operate, and coordinate their activities and exchanges on a worldwide basis.Today we can distinguish between a marketplace and a marketspace. The marketplace is physical, as when one goes shopping in a store; marketspace is digital, as when one goes shopping on the Internet. E-commerce—business transactions conducted on-line—has many advantages for both consumers and businesses, including convenience, savings, selection, personalization, and information. For example, on-line shopping is so convenient that 30 percent of the orders generated by the Web site of REI, a recreational equipment retailer, is logged from 10 P.M. to 7 A.M., sparing REI the expense of keeping its stores open late or hiring customer service representatives. However, the e-commerce marketspace is also bringing pressure from consumers for lower prices and is threatening intermediaries such as travel agents, stockbrokers, insurance agents, and traditional retailers. To succeed in the on-line marketspace, marketers will need to reorganize and redefine themselves. The metamarket, a concept proposed by Mohan Sawhney, describes a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries. The automobile metamarket consists of automobile manufacturers, new and used car dealers, financing companies, insurance companies, mechanics, spare parts dealers, service shops, auto magazines, classified auto ads in newspapers, and auto sites on the Internet. Car buyers can get involved in many parts of this metamarket. This has created an opportunity for metamediaries to assist buyers to move seamlessly through these groups. One example is Edmund’s (), a Web site where buyers can find prices for different cars and click to other sites to search for dealers, financing, and accessories. Metamediaries can serve various metamarkets, such as the home ownership market, the parenting and baby care market, and the wedding market.译文营销资料来源：营销管理作者：菲利普·科特勒营销工作最近的一本书，激进营销，称赞接替如哈雷戴维森公司打破了所有的营销规则而不是昂贵的调试市场调研，花费巨额广告，经营大市场，我们将解决以下问题：什么是市场营销的任务？什么是主要的概念和营销工具？什么方向做市场的公司参展？公司如何和营销应对新的挑战呢？营销在二十一世纪，安泰部门，这些公司伸展自己的资源有限，住在靠近他们的客户，创造更令人满意的解决方案，以客户的需求。
定价即经营员工读后感
定价即经营员工读后感（中英文实用版）English:After reading the book "Pricing is Marketing", I have gained a deeper understanding of the importance of pricing strategy in business.The book highlights that pricing is not just a mathematical calculation, but a strategic decision that reflects the value of a product or service to the customer.It is a crucial element in marketing and can significantly impact the success of a business.中文：阅读了《定价即营销》这本书后，我对定价策略在企业中的重要性有了更深的认识。
书中强调，定价不仅仅是数学计算，更是一种反映产品或服务对客户价值的战略决策。
它是营销的一个关键要素，能够显著影响企业的成功。
English:The book emphasizes that pricing should be aligned with the overall business strategy and should consider factors such as customer perception, competition, and cost.It should be dynamic and adaptable to changes in the market and customer needs.By setting the right price, a company can create value for its customers, differentiate itself from competitors, and achieve its business objectives.中文：书中强调，定价应与整体的商业战略保持一致，并应考虑客户感知、竞争和成本等因素。
Unit 9 Marketing 教案
科目：商务英语阅读任课教师：序号：目的与要求：Students will be able to:Understand the definition of “marketing”Learn about advertisementsKnow 4 Ps and 4 CsRealize the importance of market researchUse the basic terms concerned教学方法：1. ppt or2. teacher gives lecture3. students read, teacher asks questions with detailed explanation or4. ask students to do ppt for presentation重点难点与解决措施：1.the professional terms of the international business English;2.understand the main idea of the international business;e a series of reading skills to solve the reading problem解决措施：Teacher should try the best to create more activities and provide more opportunities to practise.教学组织过程：课前复习：Warming-up questions1. What does the word “marketing” mean? Try to think in groups as many words that are related to it as possible to fill in the bubbles.2. The following are some ways of marketing. Match the description with each picture?3. Please tick the following words or phrases if you think they are relatedwith the term “marketing”.新课要点：I．Detailed readingII．After reading activities主要过程：I. “Detailed reading” Text AActivity 1 Match the advertisements with the contents.Activity 2 Match the words on the left in the table below with the correct Chinese translations on the right. One has been done for you as an example. Activity 3 Decide whether the following statements are T(true)or F(False) according to Text A.Activity 4 Match the picture with the term and its Chinese translations. One has been done for you as an example.II “Detailed reading” Text BActivity 5 Choose the best explanation of the underlined part;Activity 6 Read Text B and give each paragraph a heading from the table below.Activity 7 Read Text B and tell the statements are True or False.本课小结：The students’ abilities should be strengthened further.课外作业：a)P120/ Activity 3, P123/ Activity 7b)P1264/ Activity 10, P128/ Practical reading: Sales Figure(activity16)c)P 1299/ Practical reading: chart (Activity 17)P 132/ Activity20课后小结（教学反思）The students’ abilities should be strengthened further.教案：I. Introduction1. Brainstorm: What does the word “marketing” mean? Try to think ingroups as many words that are related to it as possible to fill in the bubbles.Reference: selling, advertising, sales promotion, after-sales service, new product, development, package design, PR(Public Relations), research, brochure, leaflet, trade fair, poster, catalog, presentation, showroom, direct mail, packaging, etc.2. Activity: The following are some ways of marketing. Match the description with each picture.Picture 1 c. advertisementPicture 2 d. trade fairPicture 3 a. product presentationPicture 4 b. catalog3.Practice: Please tick the following words or phrases if you think they are related with the term “marketing”.Keys: selling, advertising, sales promotion, after-sales service, carrying out customer research, promotion bagsII. Detailed Reading: Text AWords Practice: Match the words on the leftReading task 1: Match the advertisements with the contents. Advertisement 1: c. about the promotion of furnitureAdvertisement 2: b. about hunting for agents / distributor Advertisement 3: a. about the promotion of furniture(tips: teach the students to judge by the headings.)Task 2: Match the words on the left in the table below with the correct Chinese translations on the right. One has been done for you as an example.1.traditional - a.传统的2.guarantee - h.保证3.made to measure - d.量身定做4.prize draw – j.抽奖5.distributor – c.批发商;经销者6.representative – f.代表7.expand – e.扩张;扩大8.manufacture – g.生产商9.BBQ(barbeque) – j.烧烤10.charcoal – b.木炭Task 3: Decide whether the following statements are T(ture) or F(flase) according to Text A.( F ) 1.Free delivery however far away from the showroom.( F ) 2.5% discount offered if you buy furniture in Made TO Measure. (T) 3.Pillows and other bedding products branded as New World are made In Australia.( F ) 4.An interview will take place in Australia based on the second advertisement.( F ) 5.You may shop online from the American Sainsbury Co.( T ) 6.Each charcoal bag can cook for an hour or so.Practice: Match the picture with the term and its Chinese translation. Picture A -- direct mail -- 邮件销售Picture B -- direct selling –直销Picture C -- trade fairs and exhibitions -- 交易会, 展览会Picture D -- TV commercial -- 电视广告Picture E -- brochures -- 宣传册Picture F -- newspaper ad. -- 报纸广告Picture G -- presentation -- 产品推介Picture H -- T-shirt & cap -- T恤及帽子Picture I -- sponsorship -- 商业赞助Picture J -- leaflets -- 传单III. Detailed Reading: Text B / Marketing: 4 Ps and 4 Cs1.words study2.Reading task 1: Read Text B and give each paragraph a heading from thetable below.Paragraph 1 : Definition of marketingParagraph 2 : Definition of “marketing mix”Paragraph 3 : The skill in marketingParagraph 4 : The introduction of 4CsParagraph 5 : Consideration of outside environmentReading Task 2: Read the in the passage, and say whether the following statement are T(True) and F(False).1.The main concern in marketing is those who sell your products(F)2.The 4Ps system focus on the customers requirements.(F)3.Putting the 4Ps together wisely to raise the profits is the skill inmarketing. (T)4.Customer needs and wants means to design the products according tothe requirements and the customers. (T)5.To ensure the success of a marketing plan a company should not thinkof the outside environment.(F)3.Practice 1: Match the words on the left in the table below with thecorrect Chinese translation.1.collection -- b. 收集2.package -- i. 包装3.describe -- h. 描述4.output -- g. 输出,产量5.prediction -- j. 预测6.pricing -- f. 定价7.handle -- d. 处理8.satisfy -- e. 满意9.strategy -- c. 策略10.ensure -- a. 保证Practice 2: Complete the following sentences with the words above. Make changes where necessary.1.If you want to ensure that you catch the plane, take a taxi.2.Smith is interested in stamp collection.3.We have worked out a strategy for dealing with this situation.4.The company has tried its best to satisfy the customers’ need.5.Try to describe what happened last night.6.Nowadays the companies are paying more and more attention to thedesign of the package.7.Please tell me how to _handle this problem.8.He made a prediction that his son would surely win the match .9.Whether the pricing is reasonable or not manily depends on thequality of your product.10.The car factory hopes to increase its output next year.Practice 3: Complete the following sentences with the proper forms of the words given in the brackets. Make changes where necessary. One has been done for you as an example.1.—selection1.“Place”refers to the selection (select)of sales channels andtransport arrngements.2.4Ps stand for product, pricing, promotion(promote) and please.3.A company should also consider the outside environment likeeconomic, social(society) and technical factors.4.Antoher factor to consider is the companys’ability(able) to carryout a planned marketing approach.5.They concluded the business with satisfaction (satisfy)Choose appropriate prepositions from the box to complete the following sentences.to for as out on1.The salesmen think hard and work out a clever promotional way.2.Please do the exercises based on the text.3.Convenience refers to delivering the product or service tocustomers.4.Can you tell me what the word “marketing” stands for?5.Customer needs and wants, cost, convenience and communication areknown as 4Cs in marketing mix.IV. Extension activity:The following are steps to occupy the market. Please fill in the flowchart in the correct order. One has been done for you as an example.1.research the market2.find the proper marketing strategies3.negotiate the market deal4.chase the market5.share the market6.expand the market7.control the marketTranslate the following expressions into Chinese.1.learn a lesson 得到教训2.market research 市场调查3.market the products 推销产品4.cultural and religious factors 文化和宗教因素5.translate word for word 逐字翻译6.overlook the fact 忽略事实Word in the following sentences have more than one meaning. Try to guess the meanings, then consult the dictionary and write the Chinese meaning of the underlined word on the line.1.termA. Miss Li used the term “micro-electronic.”术语B. I cannot accept the term of the contract. 条款C. In terms of money we’re rich,but in term of happiness. 在…方面2.priceA.What price are you asking ? 价格B.Before buying the coat,why not price it in other shops? 问价C.The clothes in this shop are priced too high. 标价3.costA.It was sold under cost price 成本B.It cost me a lot of work. 花费C.The ticker cost me forty yuan 花费…4.promoteA.Withina year he was promoted from teller to assistant cashier. 提拔B.How can we promote the sale of this product? 促进k promotes health. 增进5.turnA.Bob turn a blind eye to the “No Parking ”sign 熟视无睹B.The company turned down the suggestion of shorter hours. 拒绝C.Please turn in your report at the end of this week. 上交V. Assignments:a)P120/ Activity 3, P123/ Activity 7b)P1264/ Activity 10, P128/ Practical reading: SalesFigure(activity 16)c)P 1299/ Practical reading: chart (Activity 17)P 132/ Activity20。
市场营销专业术语中英文对照标准翻译
市场营销专业术语中英文对照标准翻译在市场营销专业中，以下是一些常见的术语及其中英文对照翻译：
1. 市场营销 - Marketing
2. 目标市场 - Target Market
3. 市场细分 - Market Segmentation
4. 品牌定位 - Brand Positioning
5. 市场调研 - Market Research
6. 市场份额 - Market Share
7. 市场营销策略 - Marketing Strategy
8. 市场营销环境 - Marketing Environment
9. 市场营销 mix - Marketing Mix
10. 产品定价 - Product Pricing
11. 市场营销推广 - Marketing Promotion
12. 市场营销计划 - Marketing Plan
13. 渠道管理 - Channel Management
14. 品牌价值 - Brand Value
15. 竞争分析 - Competitive Analysis
16. 销售预测 - Sales Forecasting
17. 市场营销活动 - Marketing Campaign
18. 市场营销目标 - Marketing Objectives
19. 市场份额增长 - Market Share Growth
20. 市场定位 - Market Positioning
这些术语可以帮助您理解和沟通市场营销的概念和策略。
请注意，有时候术语的翻译可能存在一定的灵活性，具体使用时需要结合实际情境和语境进行理解。
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。
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Evaluating Cost-Plus Pricing
n Disadvantages
– Often delegated to inappropriate management levels. – In the initial calculations, there are obvious difficulties in
Total variable costs Fixed costs
Money (£)
Units of Prod Cost Pricing
Direct (Marginal) Cost Pricing
Direct Costs (per unit) £2
Pricing methods
Cost
Competition
Pricing methods
Marketing
Ceiling and Floor of Price – Pricing’s ‘Black Box’
COMPETITOR PRICES
Low Price No Possible Profit at this Price
P2 What may cause an ‘inelastic’ market/demand curve?
Q1
Q2
Quantity
Determining the break even
point
Total revenue
Break even point Losses
Total cost Profits
Direct Costs
included in the marginal cost.
£2 Fixed Costs (200K/100K) £2
Marginal cost for the example given:
Full Costs
£4 Fixed Costs
£200,000
Mark-up (10%)
allocating appropriate figures for contribution to fixed costs. – Such calculations are meaningless if estimated volume levels are greatly above/below actual levels achieved. – No consideration of competitive prices or response. – Does not systematically evaluate demand. – Logically corrupt. Uses estimate of volume to calculate price. In competitive markets price determines volume. – Opportunities to charge a higher price may be missed.
£0.4
Expected Sales
100,000
Price (costs + mark-up) £4.4
Marginal Cost
£2
Mark-up (10%)
£0.2
Marginal Price
£2.2
4
Evaluating Cost-Plus Pricing
n Benefits
– Cost-plus is easy and quick to evaluate. It is perceived by firms to be inexpensive.
COSTS
High Price
No Possible Demand at this Price
USP’s DIFFERENTIATION
The demand curve
Price
Does the Demand Curve Always look like this??
P1
What of Luxury Goods – so called ‘Giffen’ goods
Pricing
Topics:
– Determinants of Pricing Strategy – Cost Issues – Competition Issues – Customer Value and Pricing – The Pricing Plan using Marketing-
orientated pricing. – Hansen (A) case
Costs are taken into account
Fixed Costs Expected Sales Costs per Unit
£200,000 100,000
only when they are directly attributable to the production of a particular product. Fixed costs or overheads are not
Dr Martens moves to China
The makers of Dr Martens boots have announced the company is moving production to China with the loss of more than 1,000 jobs. A spokesman for the company said the decision was made because it was far cheaper to produce footwear in China. It plans to cease all production in the UK, but will continue to employ a number of office and design staff.
'Positive direction'
"Dr Martens will remain a brand true to its heritage and deliver footwear of the highest quality. "The offshore strategy is the first step in moving the company and the brand forward in a positive direction." Paul Gates, general secretary of KFAT, said: "It may be cheaper in China, but this is an issue of added value and quality. "It does not matter if the boots are cheap if nobody is going to buy them (because of their poorer quality)."