市场营销专业英语.ppt

Unit 18. International Marketplace
International Marketplace
Once a company has decided to sell in a foreign country, it must determine the best mode of entry. Its choices are exporting, joint venturing, and direct investment. Figure 18.1 shows three market entry strategies, along with the options each one offers. As the figure on the next chart shows, each succeeding strategy involves more commitment and risk, but also more control and potential profits.
Direct investment
•Assembly facilities •Manufacturing facilities
Amount of Commitment, risks, control and profit potential involved
3
Exporting
Exporting is the simplest way to enter a foreign market is through exporting. The company may passively export its surpluses from time to time, or it may make an active commitment to expand exports to a particular market. In either case, the company produces all its goods in its home country. It may or may not modify them for the export market. Exporting involves the least change in the company's product lines, organization, investments, or mission.

02 What Is
Marketed?
Scope of Marketing
1. Goods 2. Services 3. Experiences 4. Events 5. Persons
6. Places 7. Properties 8. Organizations 9. Information 10.Ideas
Industrial/Business Market: In this market, the industrial or business buyers purchase products like raw materials (iron ore, coke, crude oil etc.), components (wind-screen, tyres, picture tubes, micro-processors etc.), finished products (packaging machine, generators etc.), office supplies (computers, pens, paper etc.) and maintenance and repair items (grease, lubricating oil, broom etc.). Apart from products, due to outsourcing the industrial buyers also require a number of services like accounting services, security services, advertising, legal services etc. from the providers of these services.

市场营销专业英语市场营销专业英语是指在市场营销领域使用或涉及到的英语术语、表达方式、思维逻辑等。

在国际市场化的背景下，掌握市场营销专业英语对于从事市场营销相关工作的人员来说至关重要。

一、市场分析市场分析是指对市场环境、市场需求、竞争对手等进行分析，以便更好地制定产品营销策略。

市场分析需要掌握的英语词汇有：1. Market environment: 市场环境2. Market demand: 市场需求3. Customer needs: 客户需求4. Market segmentation: 市场细分5. Competitor analysis: 竞争对手分析6. SWOT analysis: SWOT 分析（指 Strengths，Weaknesses，Opportunities，Threats 分析）7. Target market: 目标市场二、营销策略营销策略是指为满足市场需求和实现企业利润最大化而制定的策略和计划。

营销策略需要掌握的英语词汇有：1. Marketing mix: 营销组合2. Product positioning: 产品定位3. Brand building: 品牌建设4. Promotion: 促销5. Advertising: 广告6. Public relations: 公关7. Sales: 销售三、营销实施营销实施是指将营销策略转化为实际行动的过程，实施营销计划的每个环节需要掌握的英语词汇有：1. Advertising campaign: 广告宣传活动2. Sales promotion: 销售促销3. Product launch: 新产品上市4. Distribution channel: 分销渠道5. Channel management: 渠道管理6. Customer loyalty: 客户忠诚度7. Customer service: 客户服务四、市场营销评估市场营销评估是指对营销策略和实施效果进行评价，以便优化营销计划和提高营销效果。

生产观念的最大问题在于它假定需求完全被动的， 生产观念的最大问题在于它假定需求完全被动的，由生产左 右并决定着，完全没有顾客选择的概念。 右并决定着，完全没有顾客选择的概念。
故 事 以前有一家印刷公司，有一个牌子：“速度、质 量、价格，请选择一个。”如果你选择价格，就 需要价格便宜，就别跟我谈速度和质量。如果你 选择质量，就别跟我谈价格，也不要跟我谈速度。 如果你选择速度，别跟我提价格、提质量。你只 能选择一个，这种观念过去人们是认可的。举一 个例子：上学的时候都要照一寸免冠照片，以前 只能去照相馆，照完有两种洗印的方法，一种慢， 一种快。慢的很便宜，一元钱八张，等十天或一 个星期。快的第二天取，价格就变四五元钱。要 快，就要多交钱。想便宜，那你就等着。这种观 念在企业当中也是根深蒂固的，很多企业都觉得 这很正常。
“以产定销”是前营销观念的显著特征： 以产定销”是前营销观念的显著特征： 以产定销 1 生产观念（Production Concept） 生产观念（ ） 2 产品观念（Product Concept） 产品观念（ ） 3 推销观念（Selling Concept） 推销观念（ ）
4 市场营销观念 5 社会市场营销观念
The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down.