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1、Unit101.Marketing:Marketingisatotalsystemofbusinessactivitiesdesignedtoplan,price,promotionanddistributewant-satisfyingproductstotargetmarketstoachieveorganizationalobjectives.2.Marketopportunity:profitablepossibilitiesoffillingunsatisfiedneedsorcreatingnewonesinareasinwhichthec
2、ompanyislikelytoenjoyadifferentialadvantage,duetoitsdistinctivecompetencies.3.Marketresearch:collectandanalyzeinformationaboutthesizeofapotentialmarket,aboutconsumer’sreactiontoparticularproductorservicefeatures,andsoon.4.Marketingmix:allthevariouselementsofamarketingprogramme,t
3、heirintegration,andtheamountofeffortthatacompanycanexpendontheminordertoinfluencethetargetmarket.5.FourPs’ofmarketingmix:Product(includequality,features,style,brandname,size,packaging,servicesandguarantee.)Place(includessuchfactorsasdistributionchannels,locationsofpointsofsale,t
4、ransport,inventorysize)Promotion(itgroupstogetheradvertising,publicity,salespromotion,andpersonalselling)Price(includesthebasiclistprice,discounts,thelengthofthepaymentperiod,possiblecreditterms,andsoon)6.Producer/industrial/businessMarket:consistingofalltheindividualsandorganiz
5、ationsthatacquiregoodsandservicesthatareusedintheproductionofothergoods,orinthesupplyofservicesothers.7.targetmarket:referstoagroupsofpeopleororganizationsatwhichafirmdirectsamarketingprogram.8.Selling:assumesthatresistingconsumershavetobepersuadedbyvigoroushard-sellingtechnique
6、stobuynon-essentialgoodsorservices.9.Marketing:assumesthattheproducer’staskistofindwantsandfillthem.Unit111.word-ofmouthadvertising（口头广告）whichoccurswhenpeopletelltheirfriendsaboutthebenefitsofproductsorservicesthattheyhavepurchased.2.institutional/prestigeadvertising(机构/信誉广告)whi
7、chisdesignedtobuilduptheirreputationratherthantosellparticularproducts.3.abrief:astatementoftheobjectivesoftheadvertisingcampaign.4.overalladvertisingstrategy：itconcerningthemessagetobecommunicatedtothetargetcustomers.5.amediaplan:specifyingwhichmediawillbeusedandinwhichproporti
8、ons.Unit121.developproductorbrandawareness:info
