专业英语第一章.docx

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专业英语第一章.docx

专业英语第一章

Chapter1MarketingManagement

[本章学时]：

4学时

[本章内容概要]：

1.1MarketingManagementPhilosophies

1.2MarketingSegmentation,MarketTargetingandPositioning

[本章教学目的与要求]：

TheProductionConcept,ProductConceptandSellingConcept；TheMarketingConceptandSocietalMarketingConcept；MarketSegmentation；MarketTargeting；Positioning

[本章重点与难点]：

MarketSegmentation；MarketTargeting；Positioning

1.1MarketingManagementphilosophies

1DefinitionofMarketing

Wedefiningmarketingmanagementastheanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.

Marketingisthebusinessfunctionthatidentifiescustomerneedsandwants,determineswhichtargetmarketstheorganizationcanservebest,anddesignsappropriateproducts,servicesandprogramstoservethesemarkets.

2MarketingManagementPhilosophies

◆Theproductionconcept

Itholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordable.

Therefore,managementshouldfocusonimprovingproductionanddistributionefficiency

TwoSuitable Situations

Thefirstoccurswhenthedemandforaproductexceedsthesupply.

Thesecondsituationoccurswhentheproduct’scostistoohighandimprovedproductivityisneededtobringitdown.

◆Theproductconcept

Continuousimprovementongoodquality&performanceandinnovativefeatures.

◆Thesellingconcept

Itholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.

Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.

◆Themarketingconcept

Determineneedswants,interestsoftargetmarkets.

DeliverthedesiredSatisfactionstocustomersbetterthancompetitors

◆Thesocietalmarketingconcept

Itholdsthattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmarkets.

Itshouldthendeliversuperiorvaluetocustomersinawaythatmaintainsorimprovestheconsumer’sandthesociety’swell-being.

Considerationsinsettingtheirmarketingpolicies:

companyprofits,consumerwants,andsociety’sinterests.

3Marketingconcept

Themarketingconceptrestsonfourpillarswhichwillbediscussesbelow:

Targetmarket,customerneed,integratedmarketing,andprofitability.

Targetmarket—nocompanycanoperateineverymarketandsatisfyeveryneed.Companycandobestwhentheydefinetheirtargetmarketscarefullyandprepareatailoredmarketingprogram.

Customerneeds—customer-orientedthinkingrequiresthecompanytodefinecustomerneedsfromcustomer’spointofview.Acompanycanrespondtocustomers’requestsbygivingcustomerswhattheywants,orwhattheyneed,orwhattheyreallyneed.

Integratedmarketing—whenallthecompany’sdepartmentsworktogethertoservethecustomer’sinterests,theresultsisintegratedmarketing.Integratedmarketingtakesplacedontwolevels.First,thevariousmarketingfunctionsmustworktogether,suchasadvertising,salesforce,productmanagement,andmarketingresearch.Second,marketingmustbewellcoordinatedwithothercompanydepartment.

Profitability—theultimatepurposeofthemarketingconceptistohelporganizationachievetheirgoals.Inprivatefirms,themajorgoalisprofit;innonprofitandpublicorganizations,itissurvivingandattractingenoughfundstoperformtheirwork.

3、TheSellingandMarketingConceptscontrasted

ConceptStartingpointFocusMeansEnds

SellingFactoryProductsSellingandPromotingProfitsandsalesvolume

MarketingTargetmarketCustomerneedsIntegratedmarketingProfitsthrough

customersatisfaction

1.2Marketsegmentation,MarketTargetingandPositioning

1Marketingsegmentation—istheprocessofgroupingamarketintosmallersubgroup.

Profitablesize-Therelativeprofitpotentialinasegmentisdirectlyrelatedtothecompetitivestrengthandcosteffectivenessofthecompany.Evenasmallmarketmaybeprofitableifthecompanyhascompetitivepre-eminence.

Accessibility-Asegmentmustbeaccessiblethroughadvertising,otherpromotionalmedia,anddistributivenetworks.

Selfcontainment-Preferablyaproductlaunchedatamarketsegmentshouldnottakedemandfromanotherproductinthecompany'srange.

Marketingmixresponse-Themarketsegmentshouldberesponsivetomarketingandpromotioneffort.

2Marketingtargeting—atargetingmarketingisthemarketingsegmentwhichaparticularproductismarketto.Itisoftendefinedbyage,genderand/orsocial-economicgrouping.

Afterthemarkethasbeenseparatedintoitssegments,themarketerwillselectasegmentorseriesofsegmentsasatarget.Resourcesandeffortwillbetargetedatthesegment.

Atargetmarketisthemarketsegmentwhichaparticularproductismarketedto.Itisoftendefinedbyage,genderand/orsocio-economicgrouping.

Therearethreestepstotargeting:

marketsegmentation;targetchoice;productpositioning.

3Positioning—positioningisallabout“perception”.Asperceptiondiffersfrompersontoperson,sodotheresultsoftheresultsofthepositioningexercise?

Forexample,whatyouperceiveasquality,valueformoney,etc,isdifferenttosomeoneelse’sperception.

Aftersegmentingamarketandthentargetingaconsumer,oneproceedstopositionaproductwithinthatmarket.

Inmarketing,positioningisthetechniquebywhichmarketerstrytocreateanimageoridentityforaproduct,brand,orcompany.

本章小结

Morethananyotherbusinessdiscipline,Marketingdealswithcustomers.Indeed,theheartofMarketingisbuildingrelationshipswithcustomers.AnyoneinvolvedwithanyfacetofMarketingisconcernedwithprovidingcustomerswithvalueandsatisfaction.TheconcernisalwayswithmanagingandimprovingtheCurrentcustomerrelationshipsanddevelopingnewrelationships.Thisisaccomplishedbylearningaboutandunderstandingcustomerneedsand,inturn,developingproductsandservicesthatrespondtotheseneedswhile,atthesametime,providingsuperiorvalue.

复习思考题

a.StudentsworkinpairswithonepickingoutsomeexpressionsorsentencesfromthedialoguesandtheothertranslatingthemtoChinese.

b.Monitorstudents’workandgivehelpifnecessary.

c.Invitesomepairstopresenttheirwork.

d.Commentonstudents’work.

重要词汇表

需要:

need 欲望want

需求:

demand 产品:

product

关系营销:

relationshipmarketing 营销网:

marketingnetwork

生产观念:

theproductionconcept 产品观念:

theproductconcept