第一单元Marketing 市场营销定义:Marketing is the activity, set of institutions, and processes for creating, municating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large、 市场营销就是在制造、沟通、传播与交换产品中,为顾客、客户、合作伙伴以及整个社会带来价值得一系列活动、过程与体系。什么就是市场营销计划:The marketing plan4 个点:①situation analysis 情况分析②marketing objectives 营销目标③target market selection 目标市场选择④marketing mix 市场营销组合课后单词:Blueprint 规划蓝图 marketing mix 营销组合petitive advantage 竞争优势 marketing planning 营销计划Cross functional team 跨部门团队 mortgage 抵押、抵押品Customer orientation 顾客导向 organizational mission 组织使命Distinctive petencies 独特竞争力 organizational objectives 组织目标Diversification 多样化战略 organizational portfolio plan 资产组合计划Equilibrium 均衡 Organizational strategies 组织战略Implementation 执行实施 product development strategies 产品开发战略Line of products 产品系列 production orientation 生产导向Market development strategies 市场开发战略 selling orientation 销售导向Market penetration strategies 市场渗透战略 situation analysis 形式分析 Marketing Concept 营销观 Strategic Business Units 战略事业单位Marketing information system 营销信息系统 Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分得过程(市场定位过程)1、delineate firm’s current situation(描绘公司得现状)2、Determine consumer needs and wants(确定消费者得需求与欲望)3、divide markets on relevant dimensions, (有关方面划分市场) 4、develop product positioning, (开发产品定位) 5、decide segmentation strategy, (决定细分策略) 6、design marketing mix strategy(设计营销组合策略)P90第五单元单词:A priori segmentation 事前市场细分 PRIZM 根据邮编制定得潜在市场等级指数Benefit Segmentation 利益细分 ...
