营销英语一.pptVIP

terminologies 1.marketing concept 11. portfolio plan 2.marketing planning 3.production (customer, selling) orientation 4.market penetration strategies 5.product (market) development strategies 6.marketing mix 7.Strategic planning 8.strategic business unit（SBU） 9.competitive advantage 10.cross-functional team Part Ⅰ The Marketing Concept Ⅰ. Definition of Marketing Concept theory or idea that an organization should seek to make profit by serving the needs of customer groups. Ⅱ. common guideline of sales concepts ★ product orientation: focus on the firm’s current product ★ selling orientation: devising methods to persuade customers to buy product ★customer orientation: serving all kinds of customers’ needs 思考：compare customer orientation and definition of Marketing Concept. Background Information 1.（type）Phase of Sales concept: (1) production concept 生产观（生产导向） (2) product concept 产品观（产品导向） (3) selling concept 销售观（推销导向） (4) marketing concept 营销观（顾客导向） (5) societal marketing concept 社会营销观 2. The American Marketing Association: 美国市场营销协会。由市场营销教师全国联合会（National Association of Teachers in Marketing)和美国市场营销学会（American Marketing Society）于1937年合并在一起后成立的，目前在美国和世界各地拥有3.8万名会员，是全美最大的市场研究行业组织之一。 Part Ⅱ what is Marketing Ⅰ. Examples of marketing Ⅱ. Definition of Marketing Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relation-ships in ways that benefit the organization and its stake-holders.（from AMA，2004 ） translation: 营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、传播和传递顾客价值，管理顾客关系的一系列活动。 补充： 原文：Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.（from