“市场营销(英语全文)第二节”讲义
科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
市场营销学讲义
市场营销学讲义第一章：市场营销概述市场营销是一门综合性的学科，涉及到产品、价格、渠道和推广等多个方面。
它是企业实现销售增长和盈利的关键。
本章将介绍市场营销的基本概念和目标，为后续章节内容的学习打下基础。
1.1 市场营销的定义市场营销是指企业通过研究顾客需求和市场环境，确定产品的定位和目标市场，制定营销策略，进行产品推广和销售的一系列活动。
1.2 市场营销的重要性市场营销对企业的重要性不言而喻。
它可以帮助企业把握市场机会，提高销售额和市场份额，增强竞争力。
同时，市场营销还能够满足顾客需求，提高顾客满意度，建立良好的品牌形象，提升企业价值。
1.3 市场营销的目标市场营销的目标包括销售目标和顾客目标。
销售目标是指企业通过市场营销活动实现的销售额和盈利增长。
顾客目标是指满足顾客需求，提供优质产品和服务，与顾客建立长期稳定的关系。
第二章：市场研究市场研究是市场营销的基础，通过研究市场需求和竞争环境，企业可以更好地制定产品和营销策略。
本章将介绍市场研究的步骤和方法。
2.1 市场研究的步骤市场研究的步骤主要包括问题定义、数据收集、数据分析与解释以及研究报告撰写。
在问题定义阶段，需要明确研究的目的、对象和方法。
数据收集阶段可以通过问卷调查、访谈、观察等方式收集数据。
数据分析与解释阶段是对数据进行统计分析和解释，以得出结论并提出建议。
最后，根据研究结果撰写研究报告，向决策者提供参考。
2.2 市场研究的方法市场研究可以采用定性研究和定量研究的方法。
定性研究主要通过访谈、焦点小组等方式获取对顾客行为和意见的深入理解。
定量研究则通过问卷调查、实验等方式进行数据收集和分析，以得出客观的统计结果。
第三章：产品策划与定价产品策划和定价是市场营销中重要的环节。
本章将介绍产品策划的过程和定价的原则。
3.1 产品策划的过程产品策划的过程包括市场需求分析、竞争分析、产品定位和产品组合的确定。
市场需求分析是指通过市场研究了解顾客需求和市场趋势。
市场营销基本知识英文版完整
市场营销基本知识英文版完整(可以直接使用，可编辑优质资料，欢迎下载）1.Please draw the pyramid of Maslow’s hierarchy of needs and try to illustrate.A person tries to satisfy the most important need first. When that need is satisfied, it will stop being a motivator and the person will then try to satisfy the next most important need.Physiological needs, they consist of need for oxygen, food, water, and a relatively constant temperature.Safety needs, when all physiological needs are satisfied, the need for security can become active. Adult have little awareness of their security needs except in times of emergency or periods of widespread rioting(暴动). Children often display the signs of insecurity and the need to be safe.Social needs, when the needs for safety and for physiological are satisfied, the need for love, affection, and belongingness can emerge. People seek to overcome feelings of loneliness and alienation(疏离). This involves both giving and receiving love, affection and the sense of belonging.Esteem needs, when above three needs are satisfied; the needs for esteem can become dominant. These involve needs for both self-esteem and for the esteem a person gets from others.Self-actualization needs, when all of the foregoing(上面提到的) needs are satisfied, then the need for self-actualization activated. Self-actualization as a person’s need to be and do that the person was “born to do”. These needs make themselves felt in signs of restless, because they don’t know what restlessness（坐立不安）is about.2.What is the PEST analysis?A PEST analysis of the company’s microenvironments factors will be made in this section. PEST analysis involves identifying the political, economical, social and technological influences on an organization.P—political environmentE—economical environmentS—socio cultural environmentT—technological environmente an example to explain three levels of benefits in terms of product analysis.A Parker fountain pen, the product analysis would be:Core Benefit, Writing implement for communicationReal Product, A physical fountain penEnhanced Product, Brand identity, guarantee period, repair and maintenance service4.What’s PLC? (产品生产周期)A product’s lifecycle can be divided into four stages.Introduction stage is a period of slow sales growth as the product being introduce in the market; this is the most expensive stage.Growth stage is a period of rapid market acceptance and increasing profiles. The product is establishing itself in the market and sales are increasing over time. Maturity stage is a period of slowdown in sales growth, because the product has achieved acceptance by most potential buyers.Decline stage is a period when sales fall off and profit drop.周期表表示的是随着时间的增长，销量产生的变化。
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销培训讲义英文版
Customers
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
3
Marketing Orientation
Customer needs Potential market opportunities
Marketing products and services
Market intelligence
Linking distinctive strategy competencies to market opportunities Competitive advantage the driving force
Market-led strategy Market-led
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Matches customer needs
Creates a competitive advantage
Effective marketing mix
Well balanced
Matches corporate resources
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 11
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Lecture 2: Buyer Behaviour in Consumer and Organisational Markets
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销讲义英文共274页
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
Objectives
Define value & satisfaction - understand how to deliver them
The nature of high-performance businesses
How to attract & retain customers Improving customer profitability Total quality management
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
市场营销英语详解演示文稿
Angle angel triangle
第十一页，共22页。
11
联想2
dread ────> dreadless ────> dreadlessness
畏惧
无畏的
无畏
end ────> endless ────> endlessness
末端
无边无际的
无边无际
hope ────> hopeless ────> hopelessness
句子种类（按交际用途分） 陈述句、疑问句、祈使句、感 叹句
第七页，共22页。
7
怎样学有效？
用中学 培养阅读能力最有效的还是 □□; Sentence explanations; Listening and speaking; Interesting reading
眼到耳到嘴到 眼看、耳听、嘴读嘴说、手抄手写
第十五页，共22页。
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课程性质：必修 总 学 时：32学时（16周） 考核方式：闭卷考试 （80%基本题20%能力区分题） 成绩组成：期未考试70%，平时成绩30%
平时成绩：课堂回答问题、提问和讨论情况、2次作业、学习
2. Pushing strategy relies on personal selling to market a product to wholesalers and retailers in a company’s distribution channels.
3. Skimming pricing is a pricing strategy that sets an intentionally high price relative to the prices of competing products.
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Psychographic
Lifestyle or Personality
Behavioral
Occasions, Benefits, Uses, or Attitudes
Bases for Segmenting Business Markets
• • • • • Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics
Challenges in NPD
• • • • • • • Idea Shortage Fragmented Markets Social & Governmental Constraints Cost Capital Shortage Need for Speed Shorter Product Life Cycles
Analyzing Competitors
Objectives Strategies Competitor Actions
Reaction Patterns
Strengths & Weaknesses
Competitor’s Expansion Plans
Markets
Individual Users
Product Differentiation
Form
Features
Performance
Quality
Conformance Quality
Durability
Reliability
Repairability
Style
Design
Services Differentiation
Ordering Ease
Institutional Markets
Low Budgets Captive Patrons
Government Markets
Domestic Suppliers Cost Minimization Paperwork Public Review Open Bids
Objectives
• • • • • Identifying Competitors Evaluating Competitors Competitive Intelligence Systems Competitive Strategies Customer vs. Competitor Orientation
Balance
Customer
+ ID opportunities + Long-run profit + Emerging needs & groups
Competition
+ Fighter orientation + Alert + Exploit weaknesses - Reactive
Objectives
• • • • Challenges in New Product Development (NPD) Organizational Structure & NPD Stages & Management of NPD Diffusion & Adoption of New Products
Decline Stage
• • • • • Decrease investment Resolve uncertainties - stable investment Selective niches Harvesting Divesting
Market Evolution
• • • • Emergence Growth Maturity Decline
High High Low
Rapidskimming strategy
Slowskimming strategy
Price
Low Rapidpenetration strategy Slowpenetration strategy
Maturity Stage
• Market Modification • Product Modification • Marketing-Mix Modification
Objectives
• Identify Differentiating Attributes • Choosing & Communicating Effective Positioning • Marketing Strategies Along the Product Life Cycle • Marketing Strategy & Market Evolution
Media Atmosphere
Symbols
ቤተ መጻሕፍቲ ባይዱEvents
Important
Profitable
Distinctive
Differences Worth Establishing
Affordable Preemptive Superior
designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298
Objectives
• Identifying Market Segments • Choosing Target Markets
Market-Segmentation Procedure
Survey
– Motivations – Attitudes – Behavior
Analysis
– Factors – Clusters
Industry Competition
• Number of Sellers - Degree of Differentiation • Entry, Mobility, Exit barriers • Cost Structure • Degree of Vertical Integration • Degree of Globalization
Effective Segmentation
Measurable Substantial Accessible
• Size, purchasing power, profiles of segments can be measured. • Segments must be large or profitable enough to serve. • Segments can be effectively reached and served. • Segments must respond differently to different marketing mix elements & actions. • Must be able to attract and serve the segments.
Differential Actionable
Additional Segmentation Criteria
• Ethical Choice of Market Targets • Segment Interrelationships & Supersegments • Segment-by-Segment Invasion Plans • Intersegment Cooperation
Commercial & Industrial Educational
Products
Personal Computers
Hardware Accessories Software
Dell
Hypothetical Market Structure & Strategies
Market leader Market challenger Market nicher Market follower
Profiling
Bases for Segmenting Consumer Markets
Geographic
Region, City or Metro Size, Density, Climate
Demographic
Age, Gender, Family size and Life cycle, Race, Occupation, or Income ...
Probability of economic success given commercialization
40%
Expand Market Defend Market Share Expand Market Share
30%
Attack leader Status quo
20%
Imitate
10%
Specialize
Defense Strategies
(2) Flank defense
Attacker
(3) Preemptive defense (4) Counteroffensive defense
(1) Position defense
(6) Contraction defense
Defender
(5) Mobile defense
Attack Strategies
(4) Bypass attack (2) Flank attack (1) Frontal attack Attacker (3) Encirclement attack
Installation
Customer Consulting
Miscellaneous Services