Introduction to Marketing (市场营销概论 英文版)6 DM 2
市场营销英语教学大纲
市场营销英语教学大纲《市场营销英语》教学大纲（MARKETING ENGLISH）一、理论教学内容1．Introduction to marketing（市场营销概述） 2. Marketing planning (市场营销计划)3. The marketing environment（市场营销环境）4. Marketing research （市场调研）5. Products（产品）6. Price（定价）7. Distribution（分销）8. Promotion（促销）9. Customer service（顾客服务）10. International marketing（国际市场营销）二、实践教学内容1. Cases analysis: a marketing plan, a marketing research report, how to introduce a product to a supermarket, an advertising champion, a customer visit2. Make a questionnaire3. Make a promotion plan4. Write an order letter5. Make a marketing plan三、学时分配教学内容 Introduction to marketing （市场营销概述）Marketing planning (市场营销计划) The marketing environment（市场营销环境） Marketing research （市场调研） Products （产品） Price （定价）Distribution （分销） Promotion （促销） Customer service （顾客服务）International marketing （国际市场营销） Examination (机动、考试) 合计学时数 4 4 4 4 4 4 4 16 4 4 8 804 4 4 4 4 实践网上课堂《市场营销英语》教学大纲说明（MARKETING ENGLISH）一、本课程性质、作用和任务随着社会经济的不断发展，商品生产和贸易在经济生活中的地位日益重要，市场营销的重要性日益突出，而经济全球化的趋势也使得市场营销专业的毕业生必须具备一定的专业外语知识，能够较好地进行企业内部外部的有效的沟通。
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。
市场营销介绍英语作文
市场营销介绍英语作文English:Marketing is a crucial aspect of any business as it involves promoting and selling products or services to consumers. It encompasses a wide range of activities such as market research, advertising, public relations, and sales. Market research is essential for understanding consumer needs and preferences, as well as identifying market trends and competition. Advertising helps to create awareness and interest in a product or service, while public relations focuses on maintaining a positive image and reputation for the business. Additionally, the sales process involves persuading consumers to make a purchase and providing them with a positive experience. Overall, effective marketing strategies are vital for businesses to attract and retain customers, generate revenue, and ultimately achieve success in the competitive marketplace.中文翻译:市场营销是任何企业的关键方面，因为它涉及向消费者推广和销售产品或服务。
Introduction to Marketing (市场营销概论 英文版)ad model
advantages of the advertising-by-objectives It helps to integrate advertising effort with other elements of the marketing mix, thus setting a consistent and logical marketing plan它帮助广告的努力和市场营销 组合的其他元素成为一个整体，这样建立一个一致的，有逻辑的市场营销计 划 It facilitates the task of the advertising agency in preparing and evaluating creative work and recommending the most suitable media它促进广告机构准备和评估有 创造力工作的任务，并推荐最适合的媒体 It assists in determining advertising budgets它在决定广告预算中起到帮助作用
• 5 Unique selling proposition （USP）独一无二 的销售提议
The consumer tends to remember just one thing from the advertisement-one strong claim, or one strong concept.顾客容易记得广告的一个特点一个强硬的断言，或者观念
• The Chairman may be most concerned with building corporate image董事长可能最关系的是建立企业的形象
• The Sales Manager may regard advertising solely as a means of getting larger orders from retailers销售经理可能只把广 告当作从零售商获得更多订单的一种方法
市场营销介绍英语作文
市场营销介绍英语作文Marketing is a crucial aspect of any business, as it involves promoting and selling products or services to potential customers. It is the process of identifying, anticipating, and satisfying customer requirements profitably. Marketing encompasses a wide range of activities, including advertising, branding, market research, and customer relationship management.Effective marketing can help a business to increase its sales and profits, build brand awareness, and gain a competitive advantage in the market. It involves understanding the needs and wants of the target market, and then creating and delivering a product or service that satisfies those needs better than the competition. This often involves conducting market research to gather information about the target market, including their preferences, buying habits, and demographics.Once the target market has been identified, businesses can use various marketing strategies to reach and persuade potential customers. This may include traditional advertising methods such as television, radio, and printads, as well as digital marketing techniques like social media, email marketing, and search engine optimization. The goal is to create a strong brand image and communicate the unique value proposition of the product or service to the target audience.In addition to promotion, marketing also involves pricing, distribution, and customer service. Pricing strategies must take into account the cost of production, the perceived value of the product or service, and the prices of competitors. Distribution channels must be carefully chosen to ensure that the product reaches the target market in an efficient and cost-effective manner. Finally, providing excellent customer service is essential for building and maintaining customer loyalty.Overall, marketing is a dynamic and ever-evolving field that requires creativity, strategic thinking, and a deep understanding of consumer behavior. By implementing effective marketing strategies, businesses can achievetheir sales and growth objectives, and ultimately, succeed in the marketplace.市场营销是任何企业的关键方面，因为它涉及向潜在客户推广和销售产品或服务。
Introduction to Marketing (市场营销概论 英文版)8 Pricing
• 8.6 pricing strategy
Formulate pricing strategies reflects its willingness to adapt and modify price according to the needs of customers and market conditions指定价格策略 反映了公司想要根据顾客的需求和 市场的条件来适应和修改价格的意 愿
• 8.6.1 discounting
1 customer buy products in large quantities 顾客买的产品数量多
2 stocks are high, perhaps owing to an overall reduction in demand货存大，可能 因为整体需求的下降
• 2 demand estimation需求的估计
Predicted demand levels at differing prices预计在不同的价格情况下需求 的水平
3 Anticipating competitor reaction预计竞争对 手的反应
When products are easily imitated and markets are easy to enter, the price of competitive products assumes major importance当产品很 容易被模仿，市场很容易进入，竞争的产品 的价格就很重要
• 8.5 price selection techniques价格选 择的方法
1 demand
2 cost
3 other elements of the marketing mix as well as aspects of consumer behaviour
Introduction to Marketing (市场营销入门)(英文版)1 definition
( e.g. a person may need food, but perhaps in a curry rather than Chinese style咖喱而不是中国 的)
Demand需求: a requirement for a specific
item plus an ability to purchase that ite.
• Service服务: any activities or benefits
that one party can offer to another that are essentially intangible本质上是无形的 and do not result in the ownership of anything结果是拥有任何东西.
市场营销是计划和执行概念，定价，推 广和分销创意，货物和服务而创造出交 易来满足个人和组织的目标的过程
Need需要: a basic requirement基本的要求
( e.g. food食物, shelter避难所 and self esteem)
Want想要: a particular way of satisfying a
1.3 Definition of marketing
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirement profitably.市场营销是管理的过程，负 责的是识别，预期和有利益地满足顾 客的要求
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.
商务英语(市场营销专业英语)课程教学大纲
《商务英语》（市场营销专业英语）课程教学大纲一、课程基本信息课程代码：060651课程名称：商务英语英文名称：Specialized English in Marketing课程类别：专业选修课学时：36学分：2适用对象:市场营销专业考核方式：考查先修课程：市场营销原理，管理学原理二、课程简介《商务英语》（市场营销专业英语）培养学生在市场营销的实际工作以及研究工作中运用英语的能力，课程通过阅读和分析内容广泛的材料，扩大学生的知识面，加深学生对商务英语的理解，培养学生对国际商务活动（主要指市场营销活动）的了解和熟悉程度，提高分析能力、逻辑思维与独立思考的能力，巩固和提高学生在商务领域（主要指市场营销）里运用英语语言技能的能力。
内容主要包括市场营销概况、市场调研、营销战略、品牌战略、广告、电子商务等领域。
三、课程性质与教学目的《专业英语》是市场营销专业的一门专业选修课程。
通过本课程的学习，目的在于培养和提高市场营销专业本科生在营销活动中英语的听、说、读、写等实际应用能力，使学生了解和掌握营销专业英语词汇，通过课文阅读训练使学生能够用英文描述营销活动，熟悉营销用语，并提高实际翻译的能力。
本课程的安排力求与国际接轨，在教材选择，内容安排与考核方式上突出应用性与实践性；在教学方法上，主要采取讲授、案例分析、课堂讨论、小组讨论、学生授课等多种形式，注重创设教学情境。
四、教学内容及要求第一讲营销概述（Unit 1 Introduction to Marketing）（一）目的与要求1.本讲要求学生掌握市场营销的一些基本概念，如市场营销、市场营销战略、4P等；2.要求熟悉市场营销的历史发展阶段；3.要求了解市场营销每个历史发展阶段的特点。
（二）教学内容1．主要内容：1）S ome concepts in marketing;2）The evolution of marketing：production era，sales era, marketing era, relationship marketing era3）Case study: strategic issues in Chinese marketing2．基本概念和知识点：基本概念：marketing，marketing strategy，position，segmentation，target market, 4Ps(product, place, price, promotion ), brand value知识点：have some knowledge of the 4Ps in Chinese market3．问题与应用（能力要求）: 无。
Introduction to Marketing (市场营销概论 英文版)9 channels
• Order processing is the first stage in the logistical process.
• Order processing system should be quick and accurate.
• Inventory or stock management, is a
• The distribution process begins when a supplier receives an order from a customer分销过程的开始从提供商收到 来自顾客的订单
• Lead time is the period of time that elapses between the placing of an order and receipt of the goods, and this can vary according to the type of product and market前置时间：下订单到收到货物 所流逝的一段时间，这个可以根据产 品的类型和市场所变化
• Costs associated with the distributive operation(e.g. transport, warehousing and stockholding)分销经营的成本（交通，仓库， 库存控制）
• Three distribution strategies, resulting in varying degrees of market exposure
• To create maximum brand exposure and maximum convenience to customers去 创造出最大的品牌曝光，和对于顾客 的最大便利
Introduction to Marketing (市场营销概论 英文版)Direct personal selling
Consumers benefit from direct selling because of the convenience and service it provides to them, including personal communication, demonstration and explanation of products to a higher standard than in conventional stores or through printed media, usually home delivery sometimes by the sales person who took the order消费者从直接销 售获得好处，因为带来的便利和服务，包括个 人的交流，相对传统商店或者通过印刷媒体来 说，更高标准的产品说明和解释，接受订单的 销售员经常送货上门
Direct seller: Direct sales typically occur through explanation or personal demonstration by an independent direct salesperson.直接销售人员：直接销 售通常通过独立的直接销售人员的解释和个人说明来 发生
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• The first word implies that data is organised and stored in a computer system第一个单词表示数 据在电脑系统中的构成和储存
• the second word implies that firms use this data in their marketing and sales programs.第二个单 词表示公司在市场和销售项目中使用这个数 据
This enables the prospect to make telephone contact at no cost to them这使潜在顾客不花费用的使用电话联 系
6.4.2 Direct mail / email Direct mailing is the use of the postal service to distribute a piece of informative literature or other promotional material to selected prospects.使用邮政服务发布信息量 大的文献或其他推广的材料给挑选出来的顾客
Non-shop shopping
• Formal definition
An interactive system of marketing that uses one or more advertising media to effect a measurable response and/ or transaction at any location, with this activity stored on a database一个市场营销 互动的系统，使用一个或一个以上的广告媒体 在任何的地方去产生可衡量的反应/交易，这 个行为活动储存在媒体库中
• 4 supplement to direct mail and other advertising对 直邮和其他广告的补充 Many direct mail and other forms of direct-response advertising, on the television, press or radio fore example, will carry a freephone or toll free message.很 多直邮和其他直接反应广告的方式，比如在电视， 报纸或者无线电上都会有免费电话或者免费的信息
• Find out what characteristics your best customers have in common so you can target your next programs to prospects that have those same characteristics.找出你们最好的顾客有的共同的特 点是什么，然后根据有这个相同的特点的顾客来 作为目标
• Ascertain whether different market segments buy different products from you.确定是否不同的市场 细分从你这购买不同的产品
• Find out what types of industries, firms or individuals
Direct marketing refers to a collection of techniques, which, when applied,指的是一些方法， 当运用到的时候 enable firms to market their goods and services directly to their customers使公司能够把他们的产 品和服务直接出售给他们的顾客
• Hence some, but not all, direct advertising is a form of direct mail一些，但不是所有的直接广 告是直邮的一种形式
• Mail order: Ordering by mail
• 邮购(Mail Order/Direct Mail Marketing)是指通过邮局 以邮寄商品目录、发行广告宣传品，向消费者进行 商品推介展示的渠道，引起或激起消费者的购买热 情，实现商品的销售活动，并通过邮寄的方式将商 品送达给消费者的零售业态。
Байду номын сангаас
•The goal is to provide the customer with information relative to their needs and interests目的是为了根据顾客的需求和兴 趣提供他们相关的信息
•6.4.1 Telemarketing: means the use of the
Catalog产品目录
•Direct mail is used to arouse interest in a
possible or targeted customer, leading to a request for further information .直邮用来 引起可能的或者目标顾客的兴趣，引起寻 求更进一步的信息
•Direct advertising直接广告 Printed matter that is sent by the advertiser directly to the prospect印刷物品由广告人员直 接送给潜在顾客 By mail , house to house挨家挨户， personal delivery个人递送，handed to passers-by递送 给行人, or even put under the windscreen wipers of parked cars放在已经停车的风挡刮水 器下面
• A strategy used to create a personal and intermediary free dialogue with customers. This should be a measurable activity and it is very often media based, with a view to creating and sustaining a mutually rewarding relationship.一 个策略被用来创造个人和中间人与顾客之间 自由的对话。这是一个可衡量的活动而且经 常是在媒体的基础之上，伴随着创造和维持 一个互动地有报酬的关系
• coupon response press advertisement优惠券回 应媒体广告
Reader may use to order the advertised product or service 阅读者可能使用订购广告上的产品或者 服务 Request further information寻求更进一步的信息 Sales call打销售电话 Visit the retail outlet immediately立即参观零售店
• Let you work more intelligently让你更聪明地工 作
• it gives you the tools to make more accurate assessments给你工具做出更准确的评估 • Find the patterns 找到模式（purchase associations and relationships购买关联分析） • Produce and instigate better marketing and sales programs.制造和鼓动更好的市场销售项目
The telephone may not have the quality of a personal sales call but it is significantly cheaper电 话可能没有个人销售的质量，但是相当地便宜
2 Supplement to a personal visit对于个人拜访的 补充
Deliveries are made through mail or parcel services or by carrier direct from a warehouse or factory or sometimes through a local agent
Direct response advertising直接反应广告
Professional sales people use a system of differential call frequency to plan their visits to customers.专业的销售员使用不同打电话频率 去规划对顾客的拜访
Gaining market intelligence Ask questions about their needs and wants and purchasing intentions.询问顾客关于他们的需要， 想要和购买意图的问题
•Out-going call marketing呼出电话：return of an incoming call来电电话的回复
• 1 Cost savings Telephone selling provides a customised means of communications电话销售提供根据顾客具体的 要求而制造的沟通的方式
telephone to target customers directly.
• Telephone marketing：
Incoming call marketing来电 Prospect makes the call to the marketing firm, usually in response to a direct-mail advertisement or direct response television advertisement giving a free –phone or toll free telephone number.顾客打电话给营销公司，经 常是对直邮广告或者直接反应电视广告上面 的免费电话所引起的反应