-
ing
市场营销：通过计划和执行关于产品
、服务和电子的定
价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）<
/p>
The process of planning and
executing
（执行、实行）
the
conception,
pricing, promotion, and
distribution of goods, services and ideas to
create
exchanges
that
satisfy
individual
and
organizational
objectives.
——
the
definition emphasizes the diverse
activities
marketers perform.
(
强调市场商
人不同的行为活动
)
?
Deciding what
products to offer
?
Setting prices
?
Developing sales promotions and
advertising campaigns
?
Making products
readily available to customers
2. The marketing Concepts(<
/p>
市场营销观念：
企业分析消费者需求，
制
定比竞争对后更好的决策来满足这些需求的哲学
)
?
The Production
Concept
生产观念
?
The Selling
Concept
推销观念
?
The Marketing Concept
市场营销观念
The Production Concept
生产观念
The
idea
that
a
firm
should
focus
on
those
products
that
it
could
produce most efficiently and that the
low-cost products would create the
demand for those products.
The Selling Concept / sales concept
推销观念
(
利用广告这种重要
方式来与其顾客沟通从而获取他们的订单
)
The Marketing
Concept
市场营销观念
Difference between Selling and
Marketing
销售与营销的区别
Selling
：先销售再
…
Emphasis is on the
product.
Marketing
：先调查市场需要再<
/p>
…
Emphasis is on
customers’ wants.
Company
first
makes
the
product
and
then
Company
first
determines
customers’
wants
figures out how to
sell it.
and then figures out how to
make and deliver
a product to satisfy
those wants.
Management is sales-
volume-oriented.
Management is profit-
oriented.
Planning
is
short-
run,
in
terms
of
today’s
Planning
is
long
term,
in
the
sense
of
new
products and markets.
Stresses needs of seller.
products,
tomorrow’s
market,
and
future
growth.
Stresses wants of
buyers.
Marketing Mix /
The 4P
’
s of
Marketing
市场营销组合
1
)Product
（产品：有形和无形，包括包装、色彩、品牌、服务，
甚至销售商的声誉）
Consumer
products
消费品：
produced
for
and
purchased
by
households for their use.
Industrial
products
工业产品：
are
sold
primarily
for
use
in
producing other products.
2)Price
（价格：消费者为获得产品所必须支付的金额）
Refers
to
the
value
or
worth
of
a
product
that
attracts
the
buyer
to
exchange
money or something of value for the product.
Loss
Leader
Pricing
(
亏本出售商品）
selling
things
in
its
lower
price than its cost
price in order to attract customers to purchase
the
products.
Penetration
Pricing
(
渗透定价法
---
心理定价策略）
设定最初低价，
以便迅
速和深入地进入市场，
从而快速吸引来大量的购买者，
赢得较大
的市场份赖。
is
a
pricing
strategy
where
the
organization
sets
a
low
price
to
increase sales and market
share.
“Introductory”
.
Price Skimming
（撇脂定价法
< br>---
心理定价策略）
将产品的价格定的
较高，尽可能在产品
生命初期，在竞争者研制出相似的产
品以前，尽快的收回
投
资，
并且取<
/p>
得相
当的
利润。
Means
the
charging
of
relatively
high
prices that take
advantage of early customers’ strong need for the
new
product,
and
then
decreasing
it
slowly
as
sales
begin
to
decline.