市场营销英文版

市场营销学英文版第13版Here is an English essay on the topic "Marketing, 13th Edition":Marketing is a multifaceted discipline that encompasses a wide range of strategies and techniques aimed at understanding consumer behavior, creating and delivering value, and ultimately driving business success. The 13th edition of the renowned Marketing textbook delves deep into the evolving landscape of marketing, equipping students and professionals with the knowledge and tools necessary to navigate the increasingly complex and dynamic market environment.At its core, marketing is about identifying and satisfying customer needs and wants. The 13th edition of the Marketing textbook provides a comprehensive overview of the fundamental principles and practices that underpin effective marketing strategies. It explores the process of market segmentation, target market selection, and positioning, empowering readers to develop tailored approaches that resonate with their target audience.One of the key aspects highlighted in this edition is the importance of understanding consumer behavior. The textbook delves into thepsychological, social, and cultural factors that influence consumer decision-making, enabling marketers to craft more personalized and compelling value propositions. By delving into consumer insights, the 13th edition equips readers with the ability to anticipate and respond to evolving consumer needs and preferences.Another crucial component covered in the 13th edition is the integration of digital technologies in marketing. In an increasingly connected world, the textbook examines the impact of digital channels, social media, and e-commerce on marketing strategies. It provides valuable insights into leveraging these digital tools to enhance customer engagement, improve brand visibility, and drive sales.The 13th edition also places a strong emphasis on the role of strategic marketing planning. It guides readers through the process of developing comprehensive marketing plans that align with an organization's overall business objectives. From conducting market analysis to formulating marketing mix decisions, the textbook equips readers with the skills needed to make data-driven, strategic marketing decisions.Furthermore, the 13th edition delves into the importance of ethical and socially responsible marketing practices. It explores the growing expectations of consumers and stakeholders for organizations toadopt sustainable and socially conscious approaches. By addressing these crucial considerations, the textbook prepares readers to navigate the complexities of the modern marketing landscape and contribute to the development of more responsible and impactful marketing strategies.Throughout the textbook, the 13th edition of Marketing seamlessly integrates case studies, industry examples, and real-world applications to bridge the gap between theory and practice. This approach allows readers to explore the practical implications of marketing concepts and apply their learnings to real-world scenarios.In conclusion, the 13th edition of the Marketing textbook is a comprehensive and invaluable resource for students, educators, and marketing professionals alike. It provides a robust foundation in the fundamental principles of marketing, while also addressing the evolving trends and emerging challenges in the field. By equipping readers with the knowledge and skills necessary to navigate the dynamic marketing landscape, this edition of the textbook empowers individuals to become strategic and adaptable marketing professionals, poised to drive success in the ever-changing business environment.。

formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.

5 Define support activities (e.g. advertising, incentives, auxiliaries)确定支持的活动（广告，刺激，辅助） 6 Testing( e.g. a limited store or panel test for a short period, then report back)测试（
• Advantages
1 Easily measured response容易评估反应 2 Quick achievement of objectives快速实现目标 3 Flexible application灵活的应用 4 Can be relatively cheap成本可以相对较低 5 Direct support of sales force销售人员的直接支持
1 The short-term achievement of marketing objectives by schematic means通过严谨的方法使短期的市场营 销目标可以达成 2 Immediate or delayed incentives to purchase, expressed in cash or in kind立即的或者延时的刺激来 引起购买，以现金或者实物来表达
Disadvantages 1 Price-discounting can cheapen brand image价 格的打折可能贬低品牌的形象 2 Short-term advantages only仅仅是短期的优势 3 Retailers might not want to cooperate零售商可 能不愿意配合 4 Difficulty in communicating brand message很难 去传达品牌信息

Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。

Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。

市场营销策划方案英文版1. Executive SummaryThis marketing planning proposal is designed to outline the strategic direction and tactics for a marketing campaign. The objective of this proposal is to increase brand awareness, attract new customers, and drive sales for the company. This proposal outlines a comprehensive marketing strategy including market analysis, target audience identification, goals, objectives, budget, and tactics.2. IntroductionCompany XYZ is a leading provider of consumer electronics with a wide range of products including smartphones, tablets, and smart home devices. Despite having a strong presence in the market, the company is facing increased competition and a decline in sales. This marketing planning proposal aims to reverse this trend and regain market share.3. Market AnalysisA thorough market analysis is necessary to identify the target audience and understand their needs and preferences. The analysis includes studying the current market trends, analyzing competitors' strategies, and identifying the strengths and weaknesses of the company.4. Target Audience IdentificationBased on the market analysis, the target audience for the marketing campaign is identified as tech-savvy millennials and young professionals aged 18-35. This segment is highly active on social media platforms and values brands that offer innovative and high-quality products.5. Goals and ObjectivesThe primary goal of this marketing campaign is to increase brand awareness and enhance brand image among the target audience. The objectives include:- Increase overall sales by 15% within the next six months.- Increase brand awareness by 20% among the target audience within the next three months.- Increase customer engagement on social media platforms by 50% within the next three months.6. Marketing StrategyThe marketing strategy revolves around three main pillars: social media marketing, influencer partnerships, and experiential marketing.6.1 Social Media MarketingA comprehensive social media marketing plan will be executed to reach and engage with the target audience. This includes creating and optimizing social media profiles, developing a content calendar with relevant and engaging posts, and running targeted advertising campaigns.6.2 Influencer PartnershipsPartnering with influencers is an effective way to reach the target audience and gain credibility. Key opinion leaders in the consumer electronics industry will be identified and engaged to promote the company's products through sponsored content and product reviews.6.3 Experiential MarketingCreating immersive experiences for potential customers is crucial in showcasing the products' features and benefits. This can be achieved through pop-up stores, product launch events, and interactive demonstrations in high-traffic areas.7. Budget AllocationA detailed budget allocation plan is essential to ensure efficient spending of marketing resources. The budget will be divided as follows:- Social media marketing: 40%- Influencer partnerships: 25%- Experiential marketing: 20%- Miscellaneous expenses: 15%8. Measurement and EvaluationTo monitor the effectiveness of the marketing campaign, key performance indicators (KPIs) will be established. These include but are not limited to sales growth, website traffic, social media engagement, and customer feedback. Regular monitoring and analysis of these KPIs will guide future marketing decisions and help evaluate the campaign's success.9. ConclusionThis marketing planning proposal provides a comprehensive strategy for XYZ Company to improve brand awareness, attract new customers, and drive sales. By leveraging social media marketing, influencer partnerships, and experiential marketing, the company can successfully engage with the target audience and achieve its goals and objectives. With proper monitoring and evaluation, adjustments can be made to optimize the campaign and ensure long-term success.。

Market Segmentation and Targeting
Market Segmentation
Markets can be huge and diverse entities made up of individuals. Since individual wants and needs tend to differ, trying to mass market to a whole market often is inefficient. Costing too much time and money, and hurting profit potential. Therefore, a company should focus or target specific groups or segments of individuals to enhance profit opportunities.
Market Targeting
Types of Targeting Decisions: • Single-segment concentration • Selective specialization • Product specialization • Market specialization • Full market coverage
Market Segmentation
Some will argue that mass marketing is better, because lower overall production costs are achieved. Lower expenses then leads to higher profits.
However, unless almost everyone is buying your product/service, the lower expenses will not necessary mean higher profits.

need满足需要的一种特殊的方式
( e.g. a person may need food, but perhaps in a curry rather than Chinese style咖喱而不是中国 的)
Demand需求: a requirement for a specific
item plus an ability to purchase that ite.
• Service服务: any activities or benefits
that one party can offer to another that are essentially intangible本质上是无形的 and do not result in the ownership of anything结果是拥有任何东西.
市场营销是计划和执行概念，定价，推 广和分销创意，货物和服务而创造出交 易来满足个人和组织的目标的过程
Need需要: a basic requirement基本的要求
( e.g. food食物, shelter避难所 and self esteem)
Want想要: a particular way of satisfying a
1.3 Definition of marketing
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirement profitably.市场营销是管理的过程，负 责的是识别，预期和有利益地满足顾 客的要求
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 organisational objectives.

Brand Equity
Arguments against branding: •Costs •Parasites (others using your brand for their benefits) Pre-conditions usually needed for branding: •Financially strong •Marketing environment favorable to IPR protection •Focused on the long-term •Focused on excellence
Brand Eቤተ መጻሕፍቲ ባይዱuity
Leveraging Secondary Associations: Another method to build brand equity is to borrow it by linking brands with other existing entities. Linkages can be created with: •The company •Countries or geographic regions •Channels of distribution •Other brands •Characters •Spokespeople •Sporting and cultural events
Brand Equity
What is Brand Equity? Definition: The added value endowed to products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.

Multiple Factor Index Method: identify all potential factors that could create sales, assign a weight measure to each, then create a function/model. One problem is that weight assignments due to their arbitrary nature could cause inaccurate total estimates.
Market forecast: market demand estimate when using a specified marketing effort.
Market potential: the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.
Demand: Estimating Current Demand
Methods Used to create estimates
TMP: potential number of buyers x the average quantity purchased by a buyer x price (most common method used)
Demand: Measurement
Company demand and Sales forecasts Company demand is the company’s estimated share of market demand at alternative levels of company marketing effort in a given time period. Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment. Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.

Direct selling can best be described as the marketing of products and services directly to consumers in a face to face manner, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations直接销 售可描述为把产品和服务以面对面的形式直接带 给顾客，通常是零售区域的地 方
Consumers benefit from direct selling because of the convenience and service it provides to them, including personal communication, demonstration and explanation of products to a higher standard than in conventional stores or through printed media, usually home delivery sometimes by the sales person who took the order消费者从直接销 售获得好处，因为带来的便利和服务，包括个 人的交流，相对传统商店或者通过印刷媒体来 说，更高标准的产品说明和解释，接受订单的 销售员经常送货上门
Direct seller: Direct sales typically occur through explanation or personal demonstration by an independent direct salesperson.直接销售人员：直接销 售通常通过独立的直接销售人员的解释和个人说明来 发生

• The first word implies that data is organised and stored in a computer system第一个单词表示数 据在电脑系统中的构成和储存
• the second word implies that firms use this data in their marketing and sales programs.第二个单 词表示公司在市场和销售项目中使用这个数 据
This enables the prospect to make telephone contact at no cost to them这使潜在顾客不花费用的使用电话联 系
6.4.2 Direct mail / email Direct mailing is the use of the postal service to distribute a piece of informative literature or other promotional material to selected prospects.使用邮政服务发布信息量 大的文献或其他推广的材料给挑选出来的顾客
Non-shop shopping
• Formal definition
An interactive system of marketing that uses one or more advertising media to effect a measurable response and/ or transaction at any location, with this activity stored on a database一个市场营销 互动的系统，使用一个或一个以上的广告媒体 在任何的地方去产生可衡量的反应/交易，这 个行为活动储存在媒体库中

Customer delivered value
Total customer value
product value, service value, personal value, image value
Total customer cost
Price, time, energy,
CDV=TCV-TCC
The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
The function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.
Marketing is…
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
Number ability willing
present market / potential market
M=N+W +A

• A cyclical process with six distinct phases有6个不同阶段 的循环过程 • 1 The creative stage and design phase where the marketing plan is constructed and appropriate media channels are selected创造和设计阶段，市场营销计划 的建造和正确媒体渠道的选择 • 2 Data compilation where both internal data, such as customer lists and outside data from a database company or list broker, is assembled in preparation for the next stage in the programme, being资料编辑，内部 资料例如顾客列表和来自数据库公司的或者名单经纪 人的外部资料，为下个阶段的准备集合
•A strategy used to create a personal and intermediary free dialogue with customers. This should be a measurable activity and it is very often media based, with a view to creating and sustaining a mutually rewarding relationship.一个策略被用来创造个人和中 间人与顾客之间自由的对话。这是一个可 衡量的活动而且经常是在媒体的基础之上， 伴随着创造和维持一个互动地有报酬的关 系
• Assist members to understand consumer and business customer needs and concerns regarding direct marketing and confirm that members respect and act on those needs and concerns帮助成员明白消费者和商业顾客的 关于直销的需要和关注，确保成员尊重和按照这些需 要和关注行事

Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。

• 2.6.1 Advantages of use of intermediaries（中间商）
1 number of transactions is reduced交易的数 量减少 2 relieve some of the financial burden减轻一 些财政负担
3 The manufacturer’s costs of transport, storage and stock levels are reduce运输，储存 4 channel members possess skills and knowledge of their local markets.渠道成员了 解他们当地市场
1 New markets
2 Existing markets
1 New products
2 Existing products
• 1 product planning产品规划 To whom, to where and in what quantity对谁， 哪 里和数量多少
2 product management产品管理 Numbers and types of product on offer提供产品的 数量和类型
3 The physical product物质产品 Design decisions设计决策 Quality/image decisions特性和形象决策 Packaging decisions.包装决策
2.4
Price is a potent element of the marketing mix because of its direct impact on customers, the company and the economy.价格是市场营销组 合强有力的一部分，因为它能直接 影响顾客，公司和经济

13 - 17
How a Distributor Reduces the Number of Channel Transactions
1 2 3 4 5 6 7 8 9
= Manufacturer
13 - 18
A. Number of contacts without a distributor MxC=3X3=9
13 - 2
Case Study
Caterpillar



Dominates world’s markets for heavy construction and mining equipment. Independent dealers are key to success Dealer network is linked via computers
13 - 1
Objectives


Comprehend how companies select, motivate, and evaluate channel members. Understand the nature and importance of marketing logistics and integrated supply chain management.
Factory
Ship
• Produce to forecast
Supplier
Ship
• Produce to forecast • Produce to order with lead time
13 - 8
What is a Supply Chain?
P&G or other manufacturer Jewel or third party Jewel Supermarket Customer wants detergent and goes to Jewel