图样标记英语期末

2021年1月20日发(作者：乳牛)

---------------------Chapter1
什么是市场？市场 营销？需要、
欲望、
需求


8
种需求


5
种市场
营销观念


一．
Definition of market
市场的定义

1.


A

―market‖ was a physical place where buyers and sellers gathered to buy and sell goods.






2
．
A
market is the set of actual and potential buyers of a product. The buyers share a particular
need or want that can be satisfied through exchange relationships.

二．
Definition of marketing
市场营销的定义

1
、
meeting needs profitably
2
、
marketing
is
the
process
of
planning
and
executing
the
conception,
pricing,
promotion
and
distribution
of
ideas,
goods
and
services
to
create
exchanges
that
satisfy
individual
and
organizational objectives.
3
、
marketing is a societal and managerial process by which individuals and groups obtain what
they
need
and
want
through creating,
offering,
and freely
exchanging
products
and services
of
value with others.

三．
Definition of need, want and demand

1
、
Customer needs
（
需要）
: human needs are states of felt deprivation. They include basic physical
needs
for
food,
clothing,
warmth
and
safety;
social
needs
for
belonging
and
affection;
and
individual needs for knowledge and self-expression.

2
、
Wants
(
欲望
)
:
Wants
are
the
form
human
needs
take
as
they
are
shaped
by
culture
and
individual personality.

3
、
Demand
（需求）
：
When backed by buying power, wants become demands.


四．
Eight demand states:
（
8
种需求状态）

1
.Negative demand
（负需求）
—
consumers dislike the product and may even pay a price to avoid
it.
2
. Nonexistent demand
（无需求）
—
consumers may be unaware or uninterested in the product.
3
.Latent demand
（潜在需求）
—
consumers may share a strong need that cannot be satisfied by an
existing product.
4
. Declining demand
（下降需求）
—
consumers begin to buy the product less frequently or not at
all
5.
Irregular demand
（不规则需求）
—
consumer purchases vary on a seasonal, monthly, weekly,
daily, or even hourly basis
6.
Full
demand
（充分需求）
—
consumers
are
adequately
buying
all
products
put
into
the
marketplace.
7.

Overfull
demand
（过度需求）
—
more consumers would
like
to
buy
the
product
put
into
the
marketplace
8.
Unwholesome
demand
（不良需求）
—
consumers
may
be
attracted
to
products
that
have
undesirable social consequences.

五．五种营销观念

The product concept(
产品观念
)





The production concept
（生产观念）



The selling concept
（推销观念）





The marketing concept
（市场营销观念）

The societal marketing concept
（社会营销观念）


Chapter2
市场营销环境的内容（微观和宏观）

一
.
营销环境的定义
:
Marketing
environment:

the
actors
and
forces
outside
marketing
that
affect
marketing
management’s ability to build and maintain successful relationships with target customers.


二．宏观环境，微观环境及包括的内容

nvironment
（微观环境）
: the actors close to the company that affect its ability to serve
its customers
—
the company, suppliers, marketing intermediaries
（营销中介）
, customer markets,
competitors, and publics.
nvironment(
宏观环境
):
he
larger
societalt
forces
that
affect
the
microenvironment--
demographic, economic, natural, technological, political, and cultural forces.


三．对市场营销环境分析方法


analysis:
an
overall
evaluation
of
the company’s
strength, weaknesses,
opportunities,
and threats.
itive
Analysis(Five
Forces
Analysis):
looks
at
five
key
areas,namely
the
threat
of
entry,the power of buyers the power of suppliers,the threat of substitutes, and competitive rivalry.
model
:Political

Economic

Social

Technological


Chapter4
：营销调研及其种类、抽样的分类

一
.
营销调研的种类
:
1. Exploratory research(
探索性研究
):
Marketing research to gather preliminary information that
will help define problems and suggest hypotheses.

2. Descriptive research(
描述性研究
):
Marketing research to better describe marketing problems,
situations, or markets, such as the market potential for a product or the demographics and attitudes
of consumers.

3. Causal research(
因果性研究
):
Marketing research to test hypotheses about cause-and
–
effect
relationships.


二
.
样本的定义


A

sample
is
a
segment
of
the
population
selected
for
marketing
research
to
represent
the
population

as a whole

三
.
抽样的种类
:
1
.
Probability sample
(
概率抽样
):

(1) simple
random
sample(
简单随机抽样
);
(2) stratified
random
sample(
分层抽样
);
(3) cluster
sample(
分群抽样
)
2
.
Nonprobability sample
(
非概率抽样
)
(1) Convenience sample(
便利抽样
);(2)Judgment sample(
判断抽样
);(3) Quota sample(
配额抽样
)

Chapter5
：市场细分的依据 （
4
类消费者市场细分的依据）市场细分的层次、评价市场细分


是否有效的标准

一
.

市场细分的依据
:
1
.
Geographic segmentation
(
地理细分
): dividing a market into different geographical units such
as nations, states, regions, counties, cities or neighborhoods.

aphic segmentation
(
人口细分
): dividing a market into groups based on variables such
as
age,
gender,
family
size,
family
life
cycle,
income,
occupation,
education,
religion,
race,
generation and nationality

graphic
segmentation
(
心理细分
):
dividing
a
market
into
different
groups
based
on
social class, lifestyle, or personality characteristics.
4
.
Behavioral
segmentation
(
行为细分
):
dividing
a
market
into
groups
based
on
consumer
knowledge, attitude, use or response to a product.


二
.
市场细分的层次
:
segmentation
: dividing a market into smaller groups with distinct needs, characteristics,
or behaviors who might require separate products or marketing mixes.
erentiated (mass) marketing
:
（
无差异市场营销）

a market- coverage strategy in which
a firm decides to ignore market segment differences and go after the whole market with one offer.
entiated marketing

（差异性营销）
: a market-coverage strategy in which a firm decides
to target several market segments and designs separate offers for each.
trated(niche) marketing
（集中性营销）
:
a market-coverage strategy in which a firm
goes after a large share of one or a few segments or niches.
arketing(
微观营销
)
: the practice of tailoring products and marketing programs to the
needs and wants of specific individuals and local customer groups
—
includes local marketing and
individual marketing.


marketing
:
tailoring
brands
and
promotions
to
the
needs
and
wants
of
local
customer
groups
—
cities, neighborhoods, and even specific stores.

三．
Effective segmentation criteria (
有效市场细分的标准
)
measurable(
可衡量性
)

accessible(
可接近性
)

substantial(
规模性
)


differentiable(
可区分性
)
actionable(
可操作性
)

Chapter 7:
消费者购买行为的影响因素、购买决策类型、学习的过程


一．

消费者购买行为的影响因素

e


ture
（亚文化）

and status



nce groups
（参照群体）

n leader
（意见领袖）

7. Social class
（社会阶层）


yle


ality
（个性）


10
.
Motive
（动机）

11
.
Perception
（认知）

12
.
Learning
（学习）
.



14
.
Attitude


二．

Four T
ypes of Buying Behavior

1.
Complex buying behavior
（复杂性购买行为）



2.
Dissonance-reducing buying behavior
（减少失调感购买行为）



3.
Habitual buying behavior
（习惯性购买行为）


4.
V
ariety-seeking buying behavior
（寻求多样性购买行为