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市场营销词汇 1
[摘要]
英：
Marketing is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distributio...
英：
Marketing is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distribution and sale of goods. Marketing includes the activities of all
those engaged in the transfer of goods from producer to consumer.
Following are key elements to consider when developing a marketing promotion:
Marketing mix (PPPPP)
Determination of the Package, Price, Place (of sale), and type of Promotion
for the Product.
Image
How the market or customers perceive the company or company brand and
the products and services that it sells.
Satisfying or creating a need
Marketing activities can be directed towards either satisfying a need which
is real, or creating a perceived need.
S.W.O.T.
Analytical process to identify Strengths, Weaknesses, Opportunities, Threats.
Pricing
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.
Promotion planning
Process of making decisions about the parts of the promotion mix
(advertising, sales promotion, public relations, event marketing, and
sponsorship). A company must establish the role and importance of each part before creating an overall promotion strategy.
Promotion objectives
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:
Is it realistically achievable?
Is it quantitative (for measurement purposes)?
Is it aimed at a carefully defined target market?
Is it easy to evaluate and modify if necessary?
Promotion strategy
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).
其它培训参考信息：
全球经济词汇 2
全球经济词汇 1
合并与收购词汇
并购事宜术语实际运用
有效的陈述1词汇
组织变化与人力资源开发
人力资源管理词汇
为项目出谋划策
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