市场营销小知识——应聘外企销售必备

 　　市场营销是生产和交换过程的一部分，涉及到货品和服务从生产商到消费者的流通。它通常被定义为商品的分配和销售。市场营销包括了与商品从生产商到消费者转移有关的一切活动。以下是开展市场推广活动所必须考虑的一些关键要素：

　　Marketing¹ mix (PPPPP) 营销组合

　　Determination of the Package, Price, Place (of sale), and type of Promotion² for the Product.

　　制定的包装、价位、销售地点和推广方式。

　　Image 形象

　　How the market or customers perceive the company or company brand and the products and services that it sells.

　　市场和消费者是怎样看待公司和公司的品牌以及公司提供的产品和服务的。

　　Satisfying or creating a need 满足和创造需求

　　Marketing activities can be directed towards either satisfying a need which is real, or creating a perceived need.

　　市场营销活动可以是为了满足市场真正存在的需求或为了创造一个可以感知的需求。

　　S.W.O.T. S.W.O.T.分析法

　　Analytical³ process to identify Strengths, Weaknesses, Opportunities, Threats.

　　用来确定优势、劣势、机会和威胁的分析方法。

　　Pricing 定价

　　Process of determining the ideal rate to charge a customer for your product or service. This is based upon pricing elasticity⁴ studies and consumer demand.

　　决定向使用你服务和产品的顾客收取多少费用的过程。这是根据定价弹性研究和消费者的需求决定的。

　　Promotion planning 推广计划

　　Process of making decisions about the parts of the promotion mix (advertising⁵, 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.

　　关于推广组合中（广告，促销，公关，活动和赞助）各部分应占多大比例的决策过程。一个公司在制定总体推广战略前必须决定各部分的角色和重要性。

　　Promotion objectives推广目标

　　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:

　　（推广组合中的每一部分都要根据总体计划完成一个目标。主要应考虑的目标是：）

　　Is it realistically achievable? 确实能够达到吗？

　　Is it quantitative⁶ (for measurement purposes)? 是定量的吗（为了便于测量）？

　　Is it aimed at a carefully defined target market? 是否针对一个细分的目标市场？

　　Is it easy to evaluate and modify if necessary? 便于评估和修改吗？

　　Promotion strategy 推广战略

　　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).

　　指出达到目标的方法的行动计划。两种战略分别是"推"（公司将促销力量放在中间商，由他们在消费者中促销商品）和"拉"（公司直接将营销力量针对消费者）。

　　Promotion budget 推广预算

　　The funds required for a promotion depend on three factors:

　　推广所需要的款项主要依据3个方面：

　　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.

　　目标消费群 - 针对大众市场的消费品主要依靠广告，而商业和工业产品（目标市场较小）通常更多依靠个人推销。

　　Competition - based on what they're investing in promotion.

　　竞争 - 根据他们在推广中投入的多少。

　　Life cycle - more investment in introductory and growth stages than the mature stage.

　　生命周期 - 在推出和增长阶段的投入比成熟期多。

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

2 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

3 analytical   

adj.分析的；用分析法的

参考例句：

• I have an analytical approach to every survey.对每项调查我都采用分析方法。
• As a result,analytical data obtained by analysts were often in disagreement.结果各个分析家所得的分析数据常常不一致。

4 elasticity   

n.弹性，伸缩力

参考例句：

• The skin eventually loses its elasticity.皮肤最终会失去弹性。
• Every sort of spring has a definite elasticity.每一种弹簧都有一定的弹性。

5 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

6 quantitative   

adj.数量的，定量的

参考例句：

• He said it was only a quantitative difference.他说这仅仅是数量上的差别。
• We need to do some quantitative analysis of the drugs.我们对药物要进行定量分析。