营销英语复习_营销英语复习

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Chapter1 Marketing Management [营销管理]

1、Marketing is an organizational function and a set of procees /for creating,communicating and delivering values to customers and for managing customers relationship/ in ways that benefit the organization and its stakeholder at large.2、The production concept [生产观念] It holds the philosophy that consumers will favor those products that are widely available and low in cost.3、The product concept [产品观念] consumers will favor products that offer the most quality,performance,and innovative features.4、The selling concept [销售观念] Many organizations follow the selling concept,which holds that consumers will not buy enough of the organization's products unle it undertakes a large-scale selling and promotion effort.5、The marketing concept [市场观念] It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do.Four Pillars for Marketing Concept:target market[目标市场],customer needs[消费者需求],integrated marketing[综合市场],profitability[利益].6、The societal marketing concept[社会营销观念] It holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors do in a way that preserves or enhances the consumer's and the society's well-being.Three Considerations underlying the Societal Marketing Concept:（三个基本考虑要素）Society,Consumers,Company.7、Three steps to targeting:market segmentation,target choice,product positioning.Market segmentation[市场细分] is the proce of grouping a market into smaller subgroups.Target market[目标市场] is the market segment which a particular product is marketed to.positioning[定位] is the technique by which marketers try to create an image or identity for a product,brand,or company.就是令你的企业和产品与众不同，形成核心竞争力key competitive；即鲜明地建立品牌 1

brand。

Target marketing—selection proceMarket segmentation—selection method8、Relationship Marketing[关系营销]

关系营销：是把营销活动看成是一个企业与消费者、供应商、分销商、竞争者、政府机构及其他公众发生互动作用的过程，其核心是建立和发展与这些公众的良好关系。see marketing activities as a proce of busine with customers, suppliers, distributors, competitors, government agencies and other public interaction occurs, the core is to build and develop a good relations with these public.Relationship marketing builds strong economic, technical, and social ties among the parties.It cuts down on transaction costs and time.关系营销的本质特征：

1.双向沟通。在关系营销中，沟通应该是双向而非单向的。只有广泛的信息交流和信息共享，才可能使企业赢得各个利益相关者的支持与合作。

2.合作。一般而言，关系有两种基本状态，即对立和合作。只有通过合作才能实现协同，因此合作是“双赢”的基础。

3.双赢。即关系营销旨在通过合作增加关系各方的利益，而不是通过损害其中一方或多方的利益来增加其他各方的利益。

4.亲密。关系能否得到稳定和发展，情感因素也起着重要作用。因此关系营销不只是要实现物质利益的互惠，还必须让参与各方能从关系中获得情感的需求满足。

5.控制。关系营销要求建立专门的部门，用以跟踪顾客、分销商、供应商及营销系统中其他参与者的态度，由此了解关系的动态变化，及时采取措施消除关系中的不稳定因素和不利于关系各方利益共同增长因素。

此外，通过有效的信息反馈，也有利于企业及时改进产品和服务，更好地满足市场的需求。

9、The Rise of Collaborative Marketing[协作营销]

协作营销是企业与终端使用者共同创造价值，意在使价值最大化的一种流程，理所当然应成为企业瞩目的焦点和追求的目标。它不同于关系营销(relationship marketing)所指的“企业必须与客户相联系”，它涵盖了创新、设计、沟通、销售和支持流程的方方面面。Collaboration marketing is a busine and end-users to create value together, intended to maximize the value of a proce, of course, should become the focus of attention and the pursuit of the goal.Chapter2 Consumer Behavior[消费者行为]

1、Stages in the Buyer Decision Proce[购买决策的步骤]（这个自己细看看P21）

1)problem recognition[问题确认]

2)information search[信息收集]

3)evaluation of alternative[备选方案评价]

4)purchase decision[购买决策]

5)postpurchase behaviour[购后行为]

2、Types of Consumer Buying Decisions and Consumer Involvement [消费者购买度决定和参与的类型] :

（1）routine response behavior[常规答复行为]

（2）limited decision making[限制决策]

（3）extensive decision making[广泛决策]

3、Factor Determining the Level of Consumer Involvement [消费者参与水平决定因素] :

previous experience[之前的经验]interest[兴趣]situation[情形]

perceived risk[感知风险]social visibility[社会能见度]

perceived risk：

感知风险理论的研究，其基本假设在于消费者的行为是目标导向的，在每一次购买时，都有一组购买目标。当消费者主观上不能确定何种消费(地点、产品、品牌、式样、大小、颜色等)最能配合或满足其目标，即产生了感知风险。或者，是在购买行为发生后，结果不能达到预期的目标时，所可能产生的不利后果，也产生了感知风险。

感知风险包括两个因素

（1）The uncertainty of decision outcomes.决策结果的不确定性

（2）The seriousne of the consequences of wrong decisions.错误决策后果的严重性 social visibility：Involvement also increases as the social visibility of a product increases.Products often on social display include clothing,jewelry,cars,and furniture.All these items make a statement about the purchaser and，therefore，carry a social risk.4、Factors influencing consumer behavior[影响消费者行为因素]

1）Underlying cultural,social,individual,and psychological factors strongly influence the decision proce.潜在的文化，社会，个性和心理因素都强烈影响着决策过程。

2）Cultural factors,which include culture and values,subculture,and social cla,exert the broadest influence over consumer decision making.文化和价值，亚文化和社会阶层等在内的文化因素对于消费者决策行为有着广泛的影响。

3）Social factors sum up the social interactions between a consumer and influential groups of people such as reference groups,opinion leaders,and family members.社会因素概括了与其有影响到的群体之间的社会互动，包括相关群体，意见领袖和家庭成员。

4）Individual factors, which include gender、age、family life-cycle stage、personality、self-concept,are unique to each individual and play a major role in the type of products and services consumers want.个人因素寺于每个人消费者者是独特的，并且在对产品和服

务的需求类型取得重要的作用，个人因素包括性别，年龄，家庭生活周期阶段，个性，自我概念和生活方式。

5）Psychological factors determine how consumers perceive and interact whit their environments and influence the ultimate decisions consumers make.They include perception,motivation,learning,beliefs,and attitudes.心理因素决定消费者如何感知和影响周围的环境，并且影响着消费者最终的决策行为，心理因素包括：认知，动机，学习，信念和态度。

5、Factors influencing consumer behavior[影响消费者行为因素]

(1)Culture Factors: ①Culture ②Subculture ③Social Cla

(2)Social Factors:①Reference Groups ②Opinion Leaders ③Family

(3)Personal Factors: ①Gender ②Age and Family Life-Cycle Stage

③Personality,Self-Concept,and Lifestyle.(4)Psychological Factors：①Motivation ②Perception ③Learning ④Attitude6、Hierarchies of Needs[需求层次]:

（1）physiological needs[生理需要]（2）safety needs[安全需要]（3）social needs[社会需要]

（4）personal needs [个性需要]（5）self-actualization needs[自我实现需要]

美国心理学家马斯洛认为,人类的需要可以分为五个层次:生理需要,安全需要,社会需要,尊重需要和自我实现的需要。

7、Marketing stimuli consist of the four Ps:[4Ps]

product,price,place,promotion.8、Stages in the Adoption Proce:采购程序的阶段

1)Awarene认识2)Interest3)Evaluation评价4)Trial考验5)Adoption采购

9、cognitive dionance[认知不协调]：this feeling of postpurchase psychological tension or anxiety.Chapter3 Integrated Marketing Communications 整合营销传播

1、Direct marketing[直接营销] refers to marketing communication techniques,which will enable the marketer to communicate directly with the target audience with a view to prompting immediate or direct reaction in the form of purchase behavior or asking for more information.2、Sales Promotion[销售促进] is a marketing communication technique where additional incentives beyond the inherent qualities or benefits of the product or service are offered to the target audience,sales force,or distributors.3、Personal selling[人员销售] is exactly what it says--a form of person to person marketing communication in which the seller attempts to persuade the consumer to buy the company's product or service.4、Public Relations [公共关系]（最便宜）：are an indirect promotional tool whose role is to establish and enhance a positive image of an organization and its products among its various publics.是一种间接的宣传工具，其作用是建立和加强一个组织的正面形象和公众之间的各种关系。

5、Characteristics of Public Relations：

1）rslatively low cost.2）can be targeted.3）credibility.4）controllability.5）saturation of effort6、The tools of Public Relations：

1).pre releases[新闻稿]2).lobbying[游说]3).education and training[教育和培训] 4).exhibitions and shows[展览和展示]5).in-house journals [内部期刊]

6).activities and events [活动与实践]

7、Integrated Marketing Communications[IMC]:is the method of carefully coordinating all promotional activities—media advertising,sales promotion,personal selling,public relations,as well as direct marketing,packaging,and other forms of communications—to produce a consistent,unified meage that is customer focused.(1)、Methods and promotion objection of IMC：

1).Overall Objective is to Affect Behavior.整体目标目的是影响消费者行为。

2).Informing,persuading,and reminding are basic promotion objectives.告知,说服,并提醒是基本的推广目标。

3).Informing is Educating

4).Persuading Usually Becomes Neceary

5).Sometimes Reminding may be Enough

(2)、IMC计划的决策程序

1.The AIDA model consists of four promotion jobs:(AIDA模型包括四个方面的促销任务)

(1)to get Attention 获得注意(2)to hold Interest 引起兴趣

(3)to arouse Desire 激发欲望(4)to obtain Action 采取行动

a、Getting attention is neceary to make consumers aware of the company's offering.获得注意阶段,对于消费者知晓公司的产品是十分必要的.b、Holding interest gives the communication a chance to build the consumer's interest in

the product.引起兴趣给予消费者,建立对公司产品的兴趣和机会.c、Arousing desire affects the evaluation proce--perhaps building preference.激发欲望会影响消费者的评估--可能会建立偏好.d、And obtaining action includes gaining trial,which may lead to a purchase decision.采取行动包括获得试用的机会,可能会引起消费者的不满行为.2、promotion must vary for different adopter groups:

Innovators don't mind taking some risks.最早接受产品的核心者.Early adopters are often opinion leaders.早期采用者往往是意见领导者

Opinion leaders help spread the word.意见领导者帮助散布消息

Early majority is deliberate.早起大多数是故意的Late majority is cautious.晚期大多数谨慎的.