有關(guān)市場(chǎng)營(yíng)銷的小知識(shí)
[ 2007-02-17 10:28 ]
市場(chǎng)營(yíng)銷是生產(chǎn)和交換過(guò)程的一部分，涉及到貨品和服務(wù)從生產(chǎn)商到消費(fèi)者的流通。它通常被定義為商品的分配和銷售。市場(chǎng)營(yíng)銷包括了與商品從生產(chǎn)商到消費(fèi)者轉(zhuǎn)移有關(guān)的一切活動(dòng)。以下是開(kāi)展市場(chǎng)推廣活動(dòng)所必須考慮的一些關(guān)鍵要素：
Marketing mix (PPPPP) 營(yíng)銷組合
Determination of the Package, Price, Place (of sale), and type of Promotion
for the Product.
制定的包裝、價(jià)位、銷售地點(diǎn)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(chǎng)和消費(fèi)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(wù)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(chǎng)營(yíng)銷活動(dòng)可以是為了滿足市場(chǎng)真正存在的需求或?yàn)榱藙?chuàng)造一個(gè)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(lái)確定優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅的分析方法。
Pricing 定價(jià)
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(wù)和產(chǎn)品的顧客收取多少費(fèi)用的過(guò)程。這是根據(jù)定價(jià)彈性研究和消費(fèi)者的需求決定的。
Promotion planning 推廣計(jì)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(guān)于推廣組合中（廣告，促銷，公關(guān)，活動(dòng)和贊助）各部分應(yīng)占多大比例的決策過(guò)程。一個(gè)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(biāo)
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(jì)劃完成一個(gè)目標(biāo)。主要應(yīng)考慮的目標(biāo)是：）
Is it realistically achievable? 確實(shí)能夠達(dá)到嗎？
Is it quantitative (for measurement purposes)? 是定量的嗎（為了便于測(cè)量）？
Is it aimed at a carefully defined target market? 是否針對(duì)一個(gè)細(xì)分的目標(biāo)市場(chǎng)？
Is it easy to evaluate and modify if necessary? 便于評(píng)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(dá)到目標(biāo)的方法的行動(dòng)計(jì)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?cè)谙M(fèi)者中促銷商品）和"拉"（公司直接將營(yíng)銷力量針對(duì)消費(fèi)者）。
Promotion budget 推廣預(yù)算
The funds required for a promotion depend on three
factors:
推廣所需要的款項(xiàng)主要依據(jù)3個(gè)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(biāo)消費(fèi)群 -
針對(duì)大眾市場(chǎng)的消費(fèi)品主要依靠廣告，而商業(yè)和工業(yè)產(chǎn)品（目標(biāo)市場(chǎng)較?。┩ǔ８嘁揽總€(gè)人推銷。
Competition - based on what they're investing in promotion.
競(jìng)爭(zhēng) -
根據(jù)他們?cè)谕茝V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(zhǎng)階段的投入比成熟期多。
（來(lái)源：洋話連篇 英語(yǔ)點(diǎn)津 Annabel 編輯） |
