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1、IntroductionRelated information:Marketing, as suggested by the American Marketing Association, is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational objectives. Marketing includes
2、 the activities of all those engaged in the transfer of goods from producer to consumeradvertising, promotions, product design, positioning, and product development. Marketing tools include elements such as focus groups, gap analysis, concept testing, product testing, perceptual maps, demographics,
3、psychographics (lifestyles), and choice modeling. It is powerfully aided by market research, which embraces qualitative and quantitative methods. Sophisticated data collection and analysis include finding out what groups of potential customers (or markets) exist, what groups of customers you prefer
4、to serve (target markets), what their needs are, what products or services you might develop to meet their needs, how the customers might prefer to use the products and services, what your competitors are doing, what pricing you should use and how you should distribute products and services to your
5、target markets. Therefore, marketing is more than just selling and advertising, its essence is to understand your customers needs and develop a plan that surrounds those needs. In order to better satisfy the needs and wants of customers, many firms place consumers into groups, a process called marke
6、t segmentation. In this process, potential customers are categorized based on different needs, characteristics, or behaviors. Once the potential market has been segmented, firms need to station their products relative to similar products of other producers, a process called product positioning. Once
7、 a positioning strategy has been determined, marketing managers seek to control the four basic elements of the marketing mix: product, price, place, and promotion, known as the four Ps of marketing. Specifically speaking, the product is the physical product or service offered to customers. Product d
8、ecisions include aspects such as function, appearance, packaging, service, warranty, ect. Pricing include not only the list price, but also discounts, financing, and other options such as leasing. Price decision should take into account profit margins and the probable pricing response of competitors
9、. Place (or placement) decisions are those associated with channels of distribution that serve as the means of getting the product to the target customers. Distribution decisions include market coverage, channel member selection, logistics, and levels of service. Promotion decisions are those relate
10、d to communicating and selling to potential customers. Those costs can be large in proportion to the product price. Promotion decisions involve adverting, public relations, media types, ect. Since these four variables are controllable, the best mix of these elements is determined to reach the select
11、ed target market.Marketing is all about letting people know about the product or service you offer, and persuading them to buy or use it. And for effective marketing you have to let people know about your product or service repeatedly. To do this, youre going to have to come up with both a marketing
12、 strategy and a marketing plan. The marketing strategy is a summary of your companys products and position in relation to the competition; your sales and marketing plans are the specific actions youre going to undertake to achieve the goals of your marketing strategy. Central to any successful marke
13、ting strategy is an understanding of your customers and their needs. However, both the customer need and business environment in which you operate are consistently changing. Your marketing strategy needs to consider what changes are taking place, and the opportunities and threats that are emerging.
14、At the same tine, your marketing plan needs to be constantly reviewed and updated or replaced when necessary.Marketing is critical to the life of all organizations because often in collaboration with marketing researchers, marketing managers develop new or modified products or services for specific
15、target markets. In addition, once new products are identified, the marketing manager develops a marketing mix for each product. During this process, there are numerous jobs related to every dimension of marketing. Some of these career areas include: Product Management, Advertising, Public Relations,
16、 Selling/Sales Force Management, Packaging Design, Pricing Analyst, Supply Chain Management/Logistics, Wholesaling & Retailing, Franchising, International Marketing, and Marketing Research. Some of the related Career Titles are: Account Representative, Credit/Loan Administrator, International Market
17、er, Advertising Executive, Customer Service Manager, Internet Marketing Specialist, Art Director, Development Officer, Direct Mail Specialist, Lobbyist, Brand Manager, Distribution Manager, Management Trainee, District Sales Manager, Market Representative, Circulation Manager, Employment Agency Coun
18、selor, Claims Adjuster/Examiner, Marketing Planner, Marketing Researcher, Consultant, Consumer Affairs Specialist, Merchandising Manager, Consumer Loan Officer, Import/Export Manager, Inside Salesperson, Packaging Specialist, Product Analyst, Product Manager, Sales Agent, Promotions Director, Sales
19、Manager, Wholesale Salesperson, Public Relations Manager, Research Analyst, Retail Manager. Marketing knowledge and skills are important in organizations, but they are also transferable to your personal life, to your volunteer activities, and to your relationships!Related Terms: 关系营销relationship mar
20、keting体育营销sports marketing绿色营销green marketing城市营销city marketing网络营销network marketing会展营销exhibition marketing文化营销cultural marketing直销Direct Marketing 直复营销Direct-response marketing关联营销Affiliate Marketing 宏观营销Macromarketing 关系营销relationship marketing无利润营销Nonprofit Marketing全面质量营销total quality marketing
21、整合服务营销integrated service marketing市场营销环境marketing environment营销信息marketing information营销信息系统marketing information system , MIS市场营销战略marketing strategy市场营销组织marketing organization职能型组织functional organization地区型组织regional organization产品管理型组织managerial organization of product市场管理型组织managerial organizat
22、ion of market公司与事业部型组织organization of corporation and business unit市场营销管理marketing management市场营销计划marketing planning市场营销方案marketing program市场营销控制marketing controlling折叠式插页广告Accordion InsertB2B广告Business-to-Business Advertising 分类广告Classified Advertising 比较广告Comparative Advertising 口头广告Word of Mouth
23、 Advertising 告知性广告information advertising劝说性广告persuasive advertising提示性广告reminder advertising广告佣金Agency Commission S.W.O.T.分析法S.W.O.T. 发行Circulation商业化commercialization实体分配physical distribution促销promotion促销策略promotion policies促销组合promotion mix推动策略push strategy拉引策略pull strategy销售导向Selling Orientation
24、 分销渠道distribution channel中间商intermediate直邮Direct Mail 社会营销观念societal concept形式产品actual product期望产品expected product延伸产品augmented product潜在产品potential product耐用品durable goods非耐用品nondurable goods包装package产品差异Product Differentiation 产品生命周期Product Life Cycle 产品定位Product Positioning 产品线product line产品组合pro
25、duct mix or product assortment产品组合的关联度product mix consistency新产品开发new product development开发期development stage引进期introduction stage成长期growth stage成熟期maturity stage衰退期decline stage产品概念product concept服务核心产品core product服务附加产品supplementary product品牌标识Brand Identity 品牌形象Brand Image 品牌经理Brand Manager 统一品牌b
26、lanket family brand品牌使用者决策brand-sponsor decision个别品牌individual brand多品牌multi-brands统一的个别品牌company/individual brand合作品牌co-branding品牌资产brand equity品牌设计brand designing品牌延伸brand extension品牌管理brand management品牌竞争者brand competitors定价Pricing成本导向定价cost-driven pricing需求导向定价demand-driven pricing竞争导向定价competit
27、ion-driven pricing折扣定价discount pricing地区定价region pricing差别定价discrimination pricing撇脂定价skim pricing渗透定价penetration pricing满意定价neutral pricing尾数定价mantissa pricing整数定价integer pricing招来定价fetch-in pricing声望定价prestige pricing目标收益定价法target-return pricing认知价值定价法perceived-value pricing价值定价法value pricing通行价格定
28、价法（oing-rate pricing高性价比Cost Efficiency 询盘成本Cost Per Inquiry 平行折扣Horizontal Discount关联网络Affiliate Network 市场份额Market Share 市场细分market segmentation市场定位market positioning潜在市场Potential Market 目标市场Target Market 市场调研Marketing Research 描述性调研descriptive research解释性调研interpretive research预测性调研predictive res
29、earch人口统计因素demographics参照群体reference group角色模型role stereotype目标受众Target Audience 交易transaction公共关系public relations人员推销personal selling售后服务After market服务的无形性intangibility of service服务的体验属性experience attributes服务的信任度属性credence attributes服务的有形展示hysical evidence顾客让渡价值customer delivered value顾客总价值total c
30、ustomer value顾客总成本total customer cost顾客满意customer satisfaction维系顾客keep customer终端用户End-User 微观环境micro environment宏观环境macro environment属类竞争者generic competitors产品形式竞争者product competitors市场营销组合marketing mix组织市场organizational market非营利组织市场non-profit organization market直接再购straight rebuy修正再购modify rebuy新
31、任务采购new task控制者gatekeepers市场需求量market demand企业需求量market demand potential企业战略enterprise strategy战略经营单位strategic business units , SBU密集型增长战略intensive growth strategies一体化增长战略integrative growth strategies多角化增长战略diversification growth strategies市场渗透market penetration strategy完全竞争market leader非完全竞争imprec
32、ate competition垄断竞争monopolistic competition无差异性市场战略undifferentiated marketing tactics差异性市场战略differentiated marketing tactics集中性市场策略concentrated marketing tactics量力支出法affordable method销售额百分比法percentage-of-sales method竞争对等法competitive-parity method目标任务法objective-task method整合营销传播integrated marketing communication