有關市場營銷的小知識
[ 2007-02-17 10:28 ]
市場營銷是生產(chǎn)和交換過程的一部分，涉及到貨品和服務從生產(chǎn)商到消費者的流通。它通常被定義為商品的分配和銷售。市場營銷包括了與商品從生產(chǎn)商到消費者轉移有關的一切活動。以下是開展市場推廣活動所必須考慮的一些關鍵要素：
Marketing mix (PPPPP) 營銷組合
Determination of the Package, Price, Place (of sale), and type of Promotion
for the Product.
制定的包裝、價位、銷售地點和推廣方式。
Image 形象
How the market or customers perceive the company or company brand and the
products and services that it sells.
市場和消費者是怎樣看待公司和公司的品牌以及公司提供的產(chǎn)品和服務的。
Satisfying or creating a need 滿足和創(chuàng)造需求
Marketing activities can be directed towards either satisfying a need which
is real, or creating a perceived need.
市場營銷活動可以是為了滿足市場真正存在的需求或為了創(chuàng)造一個可以感知的需求。
S.W.O.T. S.W.O.T.分析法
Analytical process to identify Strengths, Weaknesses, Opportunities,
Threats.
用來確定優(yōu)勢、劣勢、機會和威脅的分析方法。
Pricing 定價
Process of determining the ideal rate to charge a customer for your product
or service. This is based upon pricing elasticity studies and consumer
demand.
決定向使用你服務和產(chǎn)品的顧客收取多少費用的過程。這是根據(jù)定價彈性研究和消費者的需求決定的。
Promotion planning 推廣計劃
Process of making decisions about the parts of the promotion mix
(advertising, sales promotion, public relations, event marketing activities and
sponsorship). A company must establish its role and the importance of each part
before creating an overall promotion
strategy.
關于推廣組合中（廣告，促銷，公關，活動和贊助）各部分應占多大比例的決策過程。一個公司在制定總體推廣戰(zhàn)略前必須決定各部分的角色和重要性。
Promotion
objectives推廣目標
Each part of the promotion mix is assigned a goal based on its' potential
contribution to the overall plan. The main objectives that should be considered
are:
（推廣組合中的每一部分都要根據(jù)總體計劃完成一個目標。主要應考慮的目標是：）
Is it realistically achievable? 確實能夠達到嗎？
Is it quantitative (for measurement purposes)? 是定量的嗎（為了便于測量）？
Is it aimed at a carefully defined target market? 是否針對一個細分的目標市場？
Is it easy to evaluate and modify if necessary? 便于評估和修改嗎？
Promotion strategy 推廣戰(zhàn)略
The plan of action outlining ways to achieve objectives. The two types of
strategies are "push" (where the company directs promotional efforts at
middlemen, who then promote the product among consumers), and "pull" (where the
company directs its' promotional efforts at
consumers).
指出達到目標的方法的行動計劃。兩種戰(zhàn)略分別是"推"（公司將促銷力量放在中間商，由他們在消費者中促銷商品）和"拉"（公司直接將營銷力量針對消費者）。
Promotion budget 推廣預算
The funds required for a promotion depend on three
factors:
推廣所需要的款項主要依據(jù)3個方面：
Target customers -consumer products aimed at mass markets rely mainly on
advertising, whereas business or industrial products (with a narrower target
market) usually rely more on personal selling.
目標消費群 -
針對大眾市場的消費品主要依靠廣告，而商業(yè)和工業(yè)產(chǎn)品（目標市場較小）通常更多依靠個人推銷。
Competition - based on what they're investing in promotion.
競爭 -
根據(jù)他們在推廣中投入的多少。
Life cycle - more investment in introductory and growth stages than the
mature stage.
生命周期 - 在推出和增長階段的投入比成熟期多。
（來源：洋話連篇 英語點津 Annabel 編輯） |
