第一单元Marketing 市场营销定义：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.市场营销是在创造、沟通、传播和交换产品中，为顾客、客户、合作伙伴以及整个社会带来价值的一系列活动、过程和体系。
什么是市场营销计划：The marketing plan4个点：①situation analysis情况分析②marketing objectives 营销目标③target market selection目标市场选择④marketing mix市场营销组合课后单词：Blueprint 规划蓝图marketing mix 营销组合Competitive advantage 竞争优势marketing planning 营销计划Cross functional team 跨部门团队mortgage 抵押、抵押品Customer orientation 顾客导向organizational mission 组织使命Distinctive competencies 独特竞争力organizational objectives 组织目标Diversification 多样化战略organizational portfolio plan 资产组合计划Equilibrium 均衡Organizational strategies 组织战略Implementation 执行实施product development strategies 产品开发战略Line of products 产品系列production orientation 生产导向Market development strategies 市场开发战略selling orientation 销售导向Market penetration strategies 市场渗透战略situation analysis 形式分析Marketing Concept 营销观Strategic Business Units 战略事业单位Marketing information system 营销信息系统Strategic Planning 战略计划Marketing Management 营销管理第五单元market segmentation process市场细分的过程（市场定位过程）1、delineate firm’s current situation（描绘公司的现状）2、Determine consumer needs and wants（确定消费者的需求和欲望）3、divide markets on relevant dimensions,（有关方面划分市场）4、develop product positioning,（开发产品定位）5、decide segmentation strategy,（决定细分策略）6、design marketing mix strategy（设计营销组合策略）P90第五单元单词：A priori segmentation 事前市场细分PRIZM 根据邮编制定的潜在市场等级指数Benefit Segmentation 利益细分product positioning; 产品定位geodemographic segmentation 地理人口细分Psychographic segmentation心理细分Market niche 市场缝隙segmentation dimension市场细分标准Positioning map 定位图target market 目标市场Market Segmentation 市场细分VALStm 价值观和生活方式系统Post hoc segmentation 事后市场细分第六单元：Product Line产品线（定义）= A set of products（一组产品）Product Mix产品组合（定义）= the full set of products（全套产品）103Product life cycle (产品生命周期)Introduction（产品介绍）growth （成长期）maturation（成熟期）decline（衰退期）第六单元单词Aesthetics 有美感line extension 产品线延伸Brand equity 品牌价值marketing myopia 市场缝隙Brand extension 品牌拓展multibranding 多品牌战略Conformance to specifications 规格一致performance 产品性能Cross functional teams 跨部门团队product adoption and diffusion 产品的采用和扩散Dual branding 双重品牌战略product audit 产品审核Durability 耐用性product life cycle 产品生命周期Extended product 延伸产品product line 产品系列Fad 热潮product line extension 产品系列延伸Family branding 家族品牌product mix 产品组合Fashion 时尚reliability 可靠性Franchise extension 特许经营权拓展serviceability 维护保养的方便性Generic product 一般产品tangible product 有形产品第八单元The promotion mix (促销组合)1、Advertising（广告）2、sales promotion（推销）3、public relations（公关）4、personal selling（个人推销;）Push versus pull marketing（推拉式营销）push strategies（推）：involve aiming promotional efforts at distributors ，retailers，and sales personnel to gain their cooperation in ordering，stocking，and accelerating the sales of a product。
（推动战略涉及的目标是在经销商，零售商和销售人员的促销努力，以获得他们的合作，订货，库存，并加快销售的产品。
）Pull strategies（拉）：involve aiming promotional efforts directly at customers to encourage them to ask the retailer for the product。
(直接参与旨在鼓励客户的促销活动，以鼓励他们要求产品的零售商)第八单元单词All you can afford 量力而为法promotion mix 促销组合Competitive parity 竞争对等法prospect 准客户Coupon 电子优惠券pull strategy 牵引策略Direct marketing 直销push strategy 推动策略Frequency marketing 频率营销reach 接触度Integrated marketing communications 整合营销传播sponsorship赞助商行为Mass media 大众媒体task approach 目标任务法Percent of sales 销售百分比法trade promotion 贸易促销Personal selling 人员推销第十单元Channels of distribution（营销渠道）定义：A channel of distribution or marketing channel is a group of individuals and organizations that directs the flow of products from producers to customers。
（分销或营销渠道的一个渠道是一组个人和组织，指导产品从生产者到客户的流动）conventional channels of distribution of consumer goods（传统消费品分销渠道）：1、manufacturer（制造商）→ consumers（消费者）2、manufacturer（制造商）→retailers（零售商）→ consumers（消费者）3、manufacturer（制造商）→wholesaler（批发商）→retailers（零售商）→ consumers（消费者）4、manufacturer（制造商）→agent（代理人）→retailers（零售商）→ consumers（消费者）5、manufacturer（制造商）→agent（代理人）→wholesaler（批发商）→retailers（零售商）→ consumers（消费者）Direct channel（直接渠道）优缺点优Link your consumer directly（直接链接你的消费者）优Easy to get market information（容易获得市场信息）优Save cost and easy to control price（节约成本，易于控制价格）缺You need to bear all the financial risks（你需要承担所有的财务风险）缺It’s hard to reach all your target market（很难达到你的目标市场）Indirect channel（间接渠道）优缺点优To reach more consumers （为了达到更多的消费者）优Destocking （去库存）优Risk-sharing & Benefit-sharing （风险分担与利益共享）缺Slow circulation（缓慢的循环）缺High cost（成本高）Selecting Channels of Distribution（如何选择分销渠道）(1) distribution coverage required（分布范围要求）Intensive Distribution（密集分布）Selective Distribution（选择性分布）Exclusive Distribution（独家分销）(2) degree of control desired（期望控制度）(3) total distribution cost（配送总成本）(4) channel flexibility（渠道的灵活性）。