市场营销英版

《市场营销英版》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、EnglishforSalesandMarketingPowerPointbyChenDongShengYantaiUniversityChapter1DefiningMarketingfortheTwenty-FirstCenturyNewWordsandExpressionsfamiliarwith:熟悉orientation/n:方向，定位berespondto:回应，响应，对回答digital/a：数字的enhance/v:提高，增进promotional/a:促销的accessto:访问，接近，进入customize/v:定制，定做event/n:

2、事件property/n:财产，所有权managerial/a:管理的segmentation/n:分割，分段metamarket/n:大市场，一组能够互补的产品和服务prospect/n前途；预期；景色transaction/n:交易demographics/n:人口统计资料psychographics/n:心理统计特征backedby：依靠mutually/：相互地，互助ultimately/：最后，根本地，基本resultin/结果是，导致atmospherics/n:气氛facilitating/v:使得，使促进，使容易得到component/n：部件

3、，组件generatedby/产生，造作distinguishedby区分，有别substitutability/n:可代换性，可置换性generic/a:一般的，通用的deregulation/n:放松管制ObjectivesUnderstandtheneweconomy.Learnthetasksofmarketing.Becomefamiliarwiththemajorconceptsandtoolsofmarketing.Understandtheorientationsexhibitedbycompanies.Learnhowcompaniesand

4、marketersarerespondingtonewchallenges.TheNewEconomyConsumerbenefitsfromthedigitalrevolutioninclude:Increasedbuyingpower.Greatervarietyofgoodsandservices.Increasedinformation.Enhancedshoppingconvenience.Greateropportunitiestocompareproductinformationwithothers.TheNewEconomyFirmbenefi

5、tsfromthedigitalrevolutioninclude:Newpromotionalmedium.Accesstoricherresearchdata.Enhancedemployeeandcustomercommunication.Abilitytocustomizepromotions.WhatCanBeMarketed?GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasMarketingDefinedKotler’ssociald

6、efinition:“Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers.”MarketingDefinedTheAMAmanagerialdefinition:“Marketingistheprocessofplanningandexecutingtheconception,pricing,pr

7、omotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.”CoreMarketingConceptsTargetmarketsandmarketsegmentationMarketplace,market-space,metamarketsMarketers&prospectsNeeds,wants,demandsProductofferingandbrandValueandsatisfac

8、tionExchangeandtran