《【经管类】基本营销术语》由会员分享，可在线阅读，更多相关《【经管类】基本营销术语（45页珍藏版）》请在金锄头文库上搜索。
1、Product Promotion,Warming up Questions to answer Do you often watch television advertisements (Why)? Do television advertisements make you want to buy products? What makes a television advertisement easy to remember? What do you think are the advantages for a company to advertise on television? What
2、 influences you most when you buy a new product?,基本营销术语： marketer 营销人员,营销商 market forecast 市场预测 marketing assistant 营销助理 marketing audit 营销审核,营销审计 marketing consultancy 营销咨询公司 marketing director 营销部主管 marketing ethics 市场营销道德准则 marketing manager 营销部经理 marketing mania 营销狂热 marketing mix 营销组合 marketing
3、 research 市场调研, 行销调研 market leader 1 市场领头产品,主导产品,市场领导者 market leader 2 市场领先企业 market nicher 市场空隙者,市场补缺者(market niche市场空隙/小市场) market-oriented 以市场为导向,市场化,market penetration 市场渗透 market research 市场调研 market research agency 市场调查代理公司 market segmentation 市场细分 market share 市场份额 market valuation 上市公司股票市值,(
4、公司)资本的市场总值 mass-produce 大批量生产 mass-market 销售量大的,畅销的 mass production 大批量生产 master budget 总预算 mastermind 策划,智囊,决策者,出谋划策者,才子 material fact 重要信息 measurement chart 尺寸图样 media empire 传媒帝国 media manipulation 利用媒体影响大众的 media relations manager 媒体关系部经理 megamerger 强强联合,巨型合并 market forecast 市场预测,营销译文： Marketing
5、 is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distribution and sale of goods. Marketing includes the activities of all those engaged in the transfer of goods from producer to con
6、sumer. 市场营销是生产和交换过程的一部分，涉及到货品和服务从生产商到消费者的流通。它通常被定义为商品的分配和销售。市场营销包括了与商品从生产商到消费者转移有关的一切活动。,Following are key elements to consider when developing a marketing promotion:以下是开展市场推广活动所必须考虑的一些关键要素： Marketing mix (PPPP) 营销组合 Determination of the Product, Price, Place (of sale), and type of Promotion 决定产品的定位
7、、价位、销售地点和推广方式等。 Image形象 How the market or customers perceive the company or company brand and the products and services that it sells. 市场和消费者是怎样看待公司和公司的品牌以及公司提供的产品和服务的。,Satisfying or creating a need满足和创造需求 Marketing activities can be directed towards either satisfying a need which is real, or creati
8、ng a perceived need. 市场营销活动可以是为了满足市场真正存在的需求或为了创造一个可以感知的需求。 S.W.O.T. Analytical process to identify Strengths, Weaknesses, Opportunities, Threats. S.W.O.T.分析法 用来确定优势、劣势、机会和威胁的分析方法。,Pricing定价 Process of determining the ideal rate to charge a customer for your product or service. This is based upon pri
9、cing elasticity studies and consumer demand. 决定向使用你服务和产品的顾客收取多少费用的过程。这是根据定价弹性研究和消费者的需求决定的。,Promotion planning 促销计划 Process of making decisions about the parts of the promotion mix (advertising, sales promotion, public relations, event marketing, and sponsorship). A company must establish the role an
10、d importance of each part before creating an overall promotion strategy. 关于推广组合中（广告，促销，公共关系，举办活动和赞助）各部分应占多大比例的决策过程。一个公司在制定总体促销战略前必须决定各部分的角色和重要性。,Promotion objectives促销目标 Each part of the promotion mix is assigned a goal based on its potential contribution to the overall plan. The main objectives tha
11、t should be considered are: 推广组合中的每一部分都要根据总体计划完成一个目标。主要应考虑的目标是： Is it realistically achievable? Is it quantitative (for measurement purposes)? Is it aimed at a carefully defined target market? Is it easy to evaluate and modify if necessary? 确实能够达到吗？ 是定量的吗（为了便于测量）？ 是否针对一个仔细定义的目标市场？ 便于评估和修改吗？,Promotio
12、n strategy 促销战略 The plan of action outlining ways to achieve objectives. The two types of strategies are push (where the company directs promotional efforts at middlemen, who then promote the product among consumers), and pull (where the company directs its promotional efforts at consumers). 指出达到目标的
13、方法的行动计划。两种战略分别是推（公司将促销力量放在中间商，由他们在消费者中促销商品）和拉（公司直接将营销力量针对消费者）。,Promotion budget促销预算 The funds required for a promotion depend on 3 factors: 促销所需要的款项主要依据3个方面： Target customers -consumer products aimed at mass markets rely mainly on advertising, whereas business or industrial products (with a narrower
14、 target market) usually rely more on personal selling. 目标消费群 - 针对大众市场的消费品主要依靠广告，而商业和工业产品（目标市场较小）通常更多依靠个人推销。,Situational dialogue Amy, the sales assistant, is talking with Johnson about product promotion. Amy: We are very interested in developing a new overseas market for our new cosmetics. My big co
15、ncern is product promotion. Could you give us some advice? Johnson: There are many ways to promote products, for example, TV ads, internet ads, exhibition, agency, etc. The first thing to consider is what media we should use. Amy: Then what do you think is the best way for our new cosmetics? Johnson
16、 : By comparison, TV ads are the most effective way. Amy: TV ads will cost a lot of money, I suppose. Johnson : Why not try internet ads? There are millions of people on line every day. It wont cost too much. Amy: That sounds great. Johnson : Anyway, you should work out a careful plan. The chosen me
17、dium should be cost-effective give the foreign customers deep impression. Amy: I see. Ill work out the overall plan in a few days. Thank you.,Practice 1 Advertising is considered as one of the most effective promotion activities. Have you ever felt a t a loss when facing so many ranges of commoditie
18、s at the supermarket? Anna is shopping in a supermarket and she cant decide which brand of perfume to buy. Suddenly she spots the one advertised on TV last night. She buys it immediately. Please discuss the following questions with your partner: What are the TV commercials that appeal to you most? Why do you like them? Which one has made you impulsive in buying? Are there any commercials you dont like? How can you improve them?,
