营销英语整理BY书评.docx
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营销英语整理BY书评.docx
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营销英语整理BY书评
营销英语
题型:
翻译15*2
判断对错5*2
简答题6*5
写作30
Branding1&Branding2&BrandValue
Brand:
Mostcompaniesdecidetobrandtheirproductsorservicesbyusinganame,asymboloradesigntoidentifyitanddifferentiateitfromthecompetitiveset–thatis,rivalbrands.
Abrandnameisthenamegiventoaproductorarangeofproducts–goodsofasimilartypethataremarketedtogether.
Thetrademarkisthelegalprotectionforthebrand.
Abrandmanagerisresponsibleforbranding–creating,maintainingandbuildingabrand.Heorsheworksonallaspectsofthebrands.(Thebrandimage,thebrandessence,thebrandpromise,thebrandvision)
Apremiumbrand溢价品牌
Aneconomybrand经济品牌
Anownbrand自有品牌own-labelbrandorprivatelabelbrand
Abrandleader品牌领导者thebest-sellingbrand
Anobrand通用品牌,普通品牌genericbrand
Theflagshipbrand旗舰品牌
Co-branding联合品牌twobrandsworkingtogethertocreateanewproduct.
Thebrandplatform(thebrandvision,thebrandpersonality,thebrandmission,thebrandtoneofvoice,thebrandvalues)
Brandmanagement
Brandstrategy
Brandbehavior
Brandexperience
Totalbranding整体品牌建设
Touchpoints接触点
Thebrandstrategyshowshowthebrandwillmeetitsobjectivities.Itinfluencestheoverallbusinessstrategyofacompanytoensureconsistentbrandbehavior,meaningwhatthebranddoesandhowitactsinalladvertisingmedia,andconsistentbrandexperience-theexposureandinteractionaconsumerhaswiththebrand.
Rebrand重塑品牌
Stretchthebrand延伸品牌
Brandextension
Brandpositioning
Enhancethebrand
Usingbrandleverage利用品牌杠杆
Maintainingbrandequity
Buildingbrandpreference
Buildingbrandloyalty=brandretention
Buildingbrandawareness
Buildingbrandconsideration
Brandvaluesarethecodebywhichthebrandlivesandoperates.Theyexpresshowthebrandwantstobeseenbyitsconsumers.
Areaofexpertise专门领域
strongheritage传统,继承
Dynamic动态的,积极的,有活力的
Freshness
Modernity
Knowledgeableabout
Trustworthiness可靠,依赖
Outlook前途前景
Simplicity简明
Inspirational鼓舞人心的
Luxury奢侈的,奢华的
U19Marketsegmentation
Marketsegmentationidentifiesgroupsofbuyerswithinamarketwhosharesimilarneedsanddemonstratesimilarpurchasingbehavior.
Demographics(age,sex,religionorethnicity,income,lifecycle)
Psychographics(education,attitudesandopinions,lifestyle,thrifty)
Targetasegment瞄准一个目标市场
Customerprofile客户分析
Household家庭,家喻户晓
Consumerlifecycle(CLC)
Citydwellers
Urbanites
Commuters经常往返者
ABCSocio-EconomicCategories:
ABC社会经济类别
Aclassificationofresidentialneighborhoods
ABspriced,highdisposableincome
Preference
Cityurbanites
Althougheverymarketingdepartmenthasitsowndefinitionsandnamesforthemarketsegmentstheytarget,therearesomecommonterms.In1962RogersdescribedfivemarketsegmentsinhisbookDiffusionofinnovations.(新产品渗透理论)
Accordingtodiffusionofinnovations,marketcouldbedividedinto5segments.TheyareInnovators,Earlyadopters,earlymajority,latemajorityandLaggards.Innovatorscreatesomethingnewandstartanewtrend.Earlyadoptersidentifytrendsearlyandliketobeassociatedwiththestartofatrend.Earlymajorityfollowthetrendssetbytheearlyadopters.Latemajorityfollowthetrendsthathavebeentestedbytheearlymajority.Laggardsarethelastgroupofpeopletobuyaproductorbrand:
indeedtheymayneverbuyit.
Marketsegmentsmayalsobedividedaccordingtoprofessions,lifestylesoragegroups.
Affluent丰富的富饶的
appealto对…有吸引力
lifecycle生命周期
Babyboomer
Tweens
U20customerneedsandbehavior
Maslow’shierarchyofneeds马斯洛的需求层次理论
Physiologicalneeds生理需要foodandhousing
Majorcustomerconcern主要顾客关注
Safetyneeds安全需要protection
Socialneeds社交需要/归属需要membership
Esteemneeds自尊需要tomaintainone’slifestyleandsocialstatus
Self-fulfillmentneeds自我实现需要projectsanddreams
Fulfill
Purchasingbehavior=purchasingpattern
Finalpurchasingdecision
Purchasingintentions
Routinepurchases常规采购,日常采购
Personalinvolvement亲身介入,个人参与
Impulsepurchasing冲动购买
Beattunedto使协调
U21loyaltyprograms
Customerloyaltyiscriticaltobusinesssuccessandprofitability.Loyalcustomersbuymore,andsoimprovesalesandprofitmargins.However,customersarebecomingincreasinglyfickleordisloyal-theynolongerhesitateswitch,orchange,retailersandbrands.
Fickle=disloyal
Implementloyaltyprogram
Maximizecustomerloyalty
Minimizecustomerdefection
Retain
Preferredcustomers
Storecard=loyaltycard
Customerscompleteanapplicationformwithdemographicdataandreceiveaplasticcardwhichisusedfirstlytorecordinformationaboutwhatthecustomerbuysontheirtransactionrecord交易记录,andsecondlytorewardthemwithvouchers凭单,pointsorcoupons优惠券,whichcanallbeused,orredeemed赎回,togetgiftsormoneyofffuturepurchases.
Rewardscard=pointcard=clubcard
Loyaltyprogram=loyaltyschemes
Loyaltyprogramsareaneffectivetooltobuildrelationshipswithcustomers.
Ourloyaltycardissufferingfromfatigue疲劳.Imean,it’sjustonemorecardfightingforwalletspace.
Redemptionoption赎回,返回
Onlineloyaltyprogram
U22Motivationmarketing动机营销/激励营销
Motivationmarketingengagesstaffandgetstheminterestedbyusingeventsorincentives.Italsoaimstorecognizeandrewardstaffeffortsbyofferingprizesorrewardsforgoodperformance.
Monthlyincentive月度激励
Otherbenefitsormotivationmarketinginclude:
Increasedjobsatisfaction
Improvedproductivity
Improvedperformance
Encouragingbehaviorchanges
Increasedsalesforceeffectiveness
Improvedproductlaunches:
boostmarketpenetration提高市场渗透率
Staffincentiveschemes
Morale士气
Buildingstaffloyaltywillresultinlowerstaffturnoverorchurn变动.
Reducestaffabsenteeism旷工
Inordertomotivatestaff,acompanymaychoosetousecashsubstitutesornoncashawardssuchasatravelincentive–sendingstaffonashorttriporholiday.
Bigticketgiveaways大票赠品
Salesincentives销售激励
Qualifyingperiod试用期
Nominations提名Nominate
Staffturnover人员变动
Staffreaction
U23Customerrelationshipmanagement
Inanutshell,one-to-onemarketing,alsoknownascustomerrelationshipmanagementorCRM,isbasedontheideaoftreatingdifferentcustomersdifferently.
Companiesarefacedwithdecliningcustomerloyaltyandshrinkingprofitmargins.Onetoonemarketingstrategiesenablescompaniestocreatelong-term,mutuallybeneficialrelationshipswithcustomers.Theseresultingreatercustomerloyaltyandimprovedmargins.
Somestepsacompanycouldtaketoimplementonetoonemarketingeffectively:
(IDIC)
Identifyyourcustomersatallpointsofcontact.
Differentiatebetweenyourcustomersbasedonindividualneedsandvaluetoyourorganizations.
Interactwithyourcustomersinatwo-waydialogue.双向互动
Customizeortailorsomeaspectofyourproductsorservicesbasedonwhatyoulearnfromyourcustomers.
CRMtechnology
Gathering,storingandanalyzingcustomerdata.Frontofficesystems前台办公系统
Backofficesystem后台办公系统
Databaseordatawarehouse数据仓库系统
Minethedata
Dataminingrevealpatternsincustomerbehavior
Masscustomization大规模定制化
Slivermarket白银市场
Consumerprotectiongroupsorwatchdogs消费者保护团体或机构
Disclosecustomerdata泄露顾客数据
Encrypttheinformation对信息进行加密
Gatherinformation收集信息
Customerrecord顾客记录
U24thecustomerbudget
Marketingmustcontributetotheprofitabilityofabusiness-howmuchprofititmakes.Themarketingbudgetpresentsthecostofthemarketingplan.Itcanincludethecostofdistributionanddifferentmarketingactions,suchasadvertisingormarketresearch.Theannualmarketingbudget年度营销预算showswhatthemarketingdepartmentisplanningtospendovertheyear.Managementmayaskthemarketingteamtojustify证明,对…做出解释ormodify修正修订thebudgetbeforegivingapproval给予批准.
Budgetingapproaches
1.Theaffordableapproach.量入为出法
Thecompanyforecastsrevenues,andallocateapartoftheremainingfunds剩余资金topromotion.Marketingisconsideredasacostthatcanbecut(reduced),dependingonwhatthecompanycanafford-thatis,howmuchmoneyithasleft.
2.Thepercentageofsalesapproach销售百分比法
Apercentageofcurrentoranticipatedsales预期销售(whatacompanyexpectstosell)isallocatedtomarketingactions.Typically,tenpercentofnetsalesisspentonpromotion.
3.Theobjective-and-taskapproach目标任务法
Thecompanycostsout估计出,orcalculates,thecostofreachingitsmarketingobjectives.Forexample,newproductswillneedlargeadvertisingbudgetstobuildawareness.
4.Competitiveparity竞争对等法
Competitorinvestmentistracked,ormonitored监控,记录,andusedasaruleofthumb经验(aguideline)tosetthepromotionbudget.Theobjectiveistobeatormatchtheinvestmentofcompetitors.
Whichevertheapproachischosen,marketersneedtorespectthebudget遵照预算,thatis,notgooverthebudgetorbeunderbudget.
Marketersareaccountable/responsiblefortheirbudget.
Cost-effective符合成本效益的,notawasteofmoney
Returnoninvestment(ROI)投资回报,投资收益
Monthly
Quarterly季度地
Marketingmetric营销指标toquantify
U25Price
Thefollowingextractlooksatsomestrategiestoconsiderwhenfixingaprice:
1.Premiumpricing溢价定价:
Useahighpricewhenthereisasubstantialcompetitiveadvantage.
2.Penetrationpricing渗透定价:
Thepriceissetartificiallylowinordertogainmarketshare.Oncethisisachieved,thepriceisincreased.
3.Economypricing经济定价:
Marketingandmanufacturingcostsarekepttoaminimum.
4.Priceskimming撇脂定价:
Chargeahighpricebecauseyouhaveanewproducttype.However,thehighpriceattractsnewcompetitorsintothemarket,andthepricefallsduetoincreasedsupply.
5.Psychologicalpricing心理定价:
Thecustomersrespondonemotional,ratherthanrational,basis.Forexample,charging99centsinsteadof1dollar.
6.Captiveproductpric
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