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1.Marketi n g 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）The process of plannin g and executi ng （执行、实行）the concepti on, pricing, promoti on, and distrib u tion of goods, service s and ideas to create exchang es that satisfy individ ual and organiz a tiona l objecti ves.——the definit i on emphasi zes the diverse activities markete rs perform.(强调市场商人不同的行为活动)Decidin g what product s to offerSetting pricesDevelopi ng sales promoti ons and adverti sing campaig n sMaking product s readily available to custome r s2. The marketi ng Concept s(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 Product i on Concept生产观念The Selling Concept推销观念The Marketi ng Concept市场营销观念The Product i on Concept生产观念The idea that a firm shouldfocus on those product s that it could produce most efficie ntly and that the low-cost product s would createthe demandfor those product s.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 Marketi ng Concept市场营销观念Differe n ce between Selling and Marketin g销售与营销的区别3.The Marketi ng 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）Consume r product s消费品：produce d for and purchas ed by househo l ds for their use.Industr ial product s 工业产品：are sold primari ly for use in produci ng other product s.2)Price（价格：消费者为获得产品所必须支付的金额）Refersto the value or worth of a product that attract s the buyer to exchang e money or somethi ng of value for the product.Loss LeaderPricing (亏本出售商品）selling thingsi n its lower price than its cost price in order to attract custome rs to purchas e the product s.Penetra tion 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。
一、填空题1、企业跨国营销发展五个阶段？the five stages of International MarketingDevelopment?国内营销（domestic marketing）、出口营销（exporting marketing）、国际营销（international marketing）、多国营销（multinational markrting）、全球营销（global marketing）2、企业哪几种形式进入外国市场？What kinds of forms to enter foreignmarkets?出口进入模式、投资进入模式、契约进入模式、互联网进入模式3、经营哲学演变五个阶段？the five stages of the evolution of managementphilosophy?以生产为导向的传统营销观念（traditional marketing concept）以国外顾客为导向的营销新观念（new marketing concept）以外部环境为导向的营销战略观念（stategic marketing concept）以全球市场为导向的全球营销观念（global marketing concept）4、中间商按是否拥有所有权可分为哪两种？whether by ownership ofintermediaries which can be divided into two?经销中间商、代理中间商5、产品整体观念五个层次？the five levels of product?核心产品（core product）、一般产品（actual product）、期望产品（expected product）、附加产品（augmented product）、潜在产品（potential product）6、战略联盟分为哪三种类型？which is divided into three types of strategicalliances?水平战略联盟、垂直战略联盟、混合战略联盟7、波特提出哪三种竞争战略？Porter proposed three types of competitivestrategies ?总成本领先战略（overall cost leadership）差异化战略（differentiation）重点集中战略（the narrow focus advantage）8、出口方式进入国际市场，典型的间接分销渠道？371制造商—出口中间商—进口中间商—经销商—最终消费者9、定价的方法？pricing methods/techniques成本导向定价法（cost-based pricing）需求导向定价法（demand-based pricing）竞争导向定价法（competition-based pricing）10、重点竞争战略的概念？the concept of key competitive strategy ?重点集中战略是指企业或事业部将经营重点集中在市场或产品的某一部分。
Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系What is marketing?⏹ A social and managerial process whereby individuals and groups obtain what they need and want through creatingand exchanging products and value with others.⏹广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。
⏹狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。
⏹总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。
营销过程的五个步骤1.Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望2.Design a customer-driven marketing strategy设计顾客驱动的营销战略3.Construct a marketing program that delivers superior value构建传递卓越价值的营销方案4.Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意5.Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略●Selecting customers to serve 选择服务对象✧What customers will we serve?✧Marketers select customers that can be served profitably✧通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。
Chapter 1Marketing: managing profitable customer relationships营销：管理有价值的顾客关系What is marketing?⏹ A social and managerial process whereby individuals and groups obtain what they need and want through creatingand exchanging products and value with others.⏹广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。
⏹狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。
⏹总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。
营销过程的五个步骤1.Understand the marketplace and customer needs and wants了解市场及顾客需求和欲望2.Design a customer-driven marketing strategy设计顾客驱动的营销战略3.Construct a marketing program that delivers superior value构建传递卓越价值的营销方案4.Build profitable relationships and create customer delight建立有利可图的关系，并使顾客满意5.Capture value from customers to create profits and customer quality从顾客身上收获价值，从而创造利润和顾客资产顾客驱动下的营销战略●Selecting customers to serve 选择服务对象✧What customers will we serve?✧Marketers select customers that can be served profitably✧通过把市场划分为不同的顾客和选择它将要针对的那部分顾客来实现。
