市场营销管理研究英文论文

Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn，《The New Marketing Paradigm: Integrated Marketing Communications》，NTC Business Books, 1996 [2]E. J. McCarthy, 《Basic Marketing: A Managerial Approach》, Irwin, 1975. [3]Al Ries, Jack Trout, 《Positioning: The Battle for Your Mind》, McGraw-Hill Companies，2001 [4]J. Lampel and H. Mintzberg, “Customizing customization", Sloan Management Review, 1996. Vol. 38 No. 1, pp. 21-30[5]T. Levitt, "The industrialization of service", Harvard Business Review. Sep-Oct. 1976 [6] Henry Fayrol, Administration Industrielle et C, eneraIe, Pads, Dunod, 1916 [7] C. I. Bamard, The Functions of the Executive, Cambridge, Mass. Harvard University Press, 1948 [8] Herbert A. Simon, Administrative Behavior: A Study of Decision Making Processes in Administrative Organization, New York: Macmillan Co., 1947 [9]Bryan Eisenberg and Jeffrey Eisenberg，《Call To Action: Secret Formulas to Improve Online Results》，Wizard Academy Press，2005 [10]Tom Forester ，《Information Technology Revolution》，MIT Press，1985 [1]唐体育舒尔茨，赤柱一坦南鲍姆和罗伯特F.劳特博恩“的营销新范式：整合营销传播” ，电阻商业书籍， 1996年 [ 2 ]体育学者麦卡锡， “基本营销：一种管理办法” ，欧文， 1975年。 [ 3 ]铝里斯，杰克特劳特“定位：战役的心灵” ，麦格劳希尔公司， 2001年 [ 4 ]学者兰佩尔和H.明茨伯格， “个性化定制” ，斯隆管理评论， 1996年。第一卷。 38第1期，页。 21-30 。 [ 5 ]吨李维特说： “产业化服务” ，哈佛商业评论。 9月10月1976年 [ 6 ]亨利Fayrol ，政府工业，垫， 1916 [ 7 ]脑梗死巴纳德，其职能执行，马萨诸塞州剑桥的哈佛大学出版社， 1948 [ 8 ]赫伯特西蒙，行政行为：研究决策过程中的行政组织，纽约：麦克米伦公司， 1947 [ 9 ]布赖恩艾森贝格和杰弗里艾森贝格， “行动呼吁：秘方提高在线结果” ，精灵学院出版社， 2005年 [ 10 ]汤姆福雷斯特， “信息技术革命” ，麻省理工学院出版社， 1985

市场营销 Marketing市场营销（Marketing）又称为 市场学、市场行销或行销学。简称“营销”，台湾常称作“行销”，是指个人或集体通过交易其创造的产品或价值以获得所需之物实现双赢或多赢的过程。权威定义美国市场营销协会下的定义是：行销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序菲利普·科特勒下的定义强调了营销的价值导向：市场营销是个人和集体通过创造，提供出售，并同别人交换和价值，以获得其所需所欲之物的一种社会和管理过程。而格隆罗斯给的定义强调了营销的目的：营销是在一种利益之上下，通过相互交换和承诺，建立、维持、巩固与消费者及其他参与者的关系，实现各方的目的)。[编辑] 新式定义台湾的江亘松在＜你的行销行不行＞中强调行销的变动性，利用行销的英文 Marketing 作了下面的定义「什麼是行销？」就字面上来说，「行销」的英文是「Marketing」，若把 Marketing 这个字拆成 Market（市场）与 ing（英文的现在进行式表示方法）这两个部分，那行销可以用「市场的现在进行式」来表达产品、价格、促销、通路的变动性导致供需双方的微妙关系。＜你的行销行不行＞ISBN: 978-986-82609-5-5，理财文化, 出版[编辑] 市场营销理论发展的四个阶段初创阶段(1900年—1920年)功能研究阶段(1921年—1945年)现代市场营销学形成和发展阶段(1945年—1980年)营销扩展阶段(1980年以后)[编辑] 市场与需求市场营销学中的市场可以等同于需求，即研究消费者的现实需求和潜在需求。美国市场营销协会(AMA)的定义委员会1960年对市场提出以下的定义：“ 市场是指一种货物或劳务的潜在购买者的集合需求。 ”菲利普·科特勒把市场定义为“ 市场是指某种产品的所有实际的和潜在的购买者的集合。 ”[编辑] 市场的类型市场从不同角度，可以划分为不同的类型。其中按商品的基本属性可划分为一般商品市场和特殊商品市场。一般商品市场指狭义的商品市场，即货物市场，包括消费品市场和工业品市场；特殊商品市场指为满足消费者的资金需要和服务需要而形成的市场，包括资本市场，劳动力市场和技术信息市场。对以上两种市场作分析时一般要研究消费者市场，产业市场和政府市场。市场营销环境分析常用的方法为SWOT分析方法，它是英文Strength(优势)、Weakness(劣势)、Opportunity(机会)、Threaten(威胁)的意思。从内部环境分析优劣势，从外部环境分析机会与威胁。[编辑] 市场营销策略营销组合的四个因素常称作4P，即：产品（Product)价格 (Price)推广 (Promotion)通路与配销 (Place&Distribution)这四个因素应用到营销过程中，就形成了四方面的营销策略。加上政治POLITICS和公共关系PUBLIC，是为6P。1981年布姆斯（Booms）和比特纳（Bitner）建议在传统市场营销理论4Ps的基础上增加三个“服务性的P”，即：人员(People)、流程(Process)、环境(或是或实体环境；Physical evidence)。根据与市场竞争对手对抗的需要而制定富有竞争力的产品、价格、渠道和促销政策。这一时期诞生了著名的4P理论。当时还是大众媒体盛行的时代，依靠大众媒体促进销售，无差异化策略成为这一阶段的明显特征。[编辑] 产品产品策略主要研究新产品开发，产品生命周期，品牌策略等，是价格策略，促销策略和分销策略的基础。[编辑] 价格价格策略又称定价策略，主要研究产品的定价、调价等[[市场营销工具][编辑] 推广推广是将组织与产品讯息传播给目标市场的活动，它主要的焦点在於沟通。透过推广，企业试图让消费者知晓、了解、喜爱或购买产品，进而影响产品的知名度、形象、销售量，乃至於企业的生长与生存。有了推广，消费者才可得知产品提供何种利益、价格多少、可以到什麼地方购买及如何购买等，而这些消费者反应会进一步协助推动其他行销组合(产品、价格、通路)。[编辑] 通路又称渠道策略，也称为促销。它代表企业（机构）在将自身产品送抵最终消费者之前，所制定的与各类分销商之间的贸易关系、成本分摊和利益分配方式的综合体系。这里的分销商既包含批发商，也包含零售商，甚至包含物流配送商和直销公司的直销人员。企业制定分销政策的目的是：让产品更顺畅地到达顾客手中，既要保证分销成本低廉，又要保证顾客对送货期、送货量、装配服务、疑难咨询等方面的要求。在产品日益丰富的情况下，分销政策可能变得越来越难制定，因为相对于产品和品牌的过量，分销商则显得稀少，因而后者拥有了大量讨价还价的权力，力图从制造商或上游企业那里获得更大的利益分成比例。零售商在最近10年的表现尤其令人瞩目，它们不仅从事零售，也开始插手于产品的上游生产过程，并以自己的店铺名称或独创名称作为自己所产新品的品牌——即自有品牌（private brand/label），或叫店铺品牌（store brand/label）。这更深地威胁到了纯粹的制造企业的利润空间，当然也大大增加了后者制定分销策略的难度。[编辑] 人员（People)所有的人都直接或间接地被卷入某种服务的消费过程中，这是7P营销组合很重要的一个观点。知识工作者、白领雇员、管理人员以及部分消费者将额外的价值增加到了既有的社会总产品或服务的供给中，这部分价值往往非常显著。[编辑] 流程（Process）服务通过一定的程序、机制以及活动得以实现的过程（亦即消费者管理流程），是市场营销战略的一个关键要素。[编辑] 环境（Physical Evidence）包括服务供给得以顺利传送的服务环境，有形商品承载和表达服务的能力，当前消费者的无形消费体验，以及向潜在顾客传递消费满足感的能力。[编辑] 4C包括：顾客（Customer）成本（Cost）沟通（Communication）便利（convenience)。加上机会Chance，市场变化Change为6C。不销售制造的产品，而要将满足消费者需求的产品售出；不要依竞争者或者自我的盈利策略定价，而是要通过一系列测试手段了解消费者为满足需求愿付出的成本；不要以自身为出发点，想着网点怎么布置，采用什么样的通路策略，而要关注消费者购买产品的便利性；不是想着如何通过媒体传播来提升销量，而要和消费者互动沟通。[编辑] 营销种类[编辑] 整合营销整合营销传播（Integrated Marketing Communications ）[编辑] 数据库营销（DATABASE MARKETING）[编辑] 网络营销（Internet Marketing）网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。网络营销的职能包括网站推广、网络品牌、信息发布、在线调研、顾客关系、顾客服务、销售渠道、销售促进八个方面。Viral Marketing[编辑] 标竿行销（Bench Marketing）由江亘松在＜你的行销行不行＞提出以某个市场上已经存在的竞争者为比较基准的行销方式，例如普腾这家公司於十几年前提出一句很经典的「Sorry，Sony」到现在还是经常被产业与学术界拿来当作行销的案例，近年来Audi一直宣称他们的部分车种在欧洲市场无论在性能或销售上都令双B感觉到威胁，这样的行销方法就是希望让那些原本没有打算买Audi的亚洲买家去思考，为什麼欧洲的消费者愿意买的车在亚洲的我们却没有给予适当的评价。当然要提出这样的行销方式势必要先对自己的产品有一定的信心，否则如果「如花」喊出「Sorry林志玲」认同的观众应该不会太多吧。Viral Marketing[编辑] 直效营销（DIRECT MARKETING）根据kotler．keller行销管理学第12版中译本直效行销（direct marketing）是在没有中间行销商的情况下，利用消费者直接（consumer direct,CD）通路来接触及传送货品和服务给客户。主要通路包括直接信函、型录、电话推销，电视购物、小的售票亭、网路和汽车广告。直效行销是互动是行销系统，利用一种或多种媒体影响任何地区可衡量的回应或交易。特别是在电子行销中正快速成长。[编辑] 关系营销（RELATIONSHIP MARKETING）在很多情况下，公司并不能寻求即时的交易，所以他们会与长期供应商建立顾客关系。公司想要展现给顾客的是卓越的服务能力，现在的顾客多是大型且全球性的。他们偏好可以提供不同地区配套产品或服务的供应商，且可以快速解决各地的问题。当顾客关系管理计画被执行时，组织就必须同时注重顾客和产品管理。同时，公司必须明白，虽然关系行销很重要，但并不是在任何情况下都会有效的。因此，公司必须评估哪一个部门与哪一种特定的顾客采用关系行销最有利。[编辑] 燎原式行销由江亘松在＜你的行销行不行＞提出「燎原式行销」的重点在於，以自己强大的财力为基础，先采取竞争对手无法跟随并获利的低价策略，逼迫市场竞争者纷纷退出并且树立警告指标不让其他潜在业者轻易越矩，这样在下一个不怕死的竞争者出现之前，就可以创造一个无竞争者的独占市场。[编辑] 绿色营销[编辑] 社会营销[编辑] 营销社团[编辑] 市场调研市场调研又称营销调研，指企业在市场营销决策过程中，需要系统客观收集和分析有关营销活动的信息所做的研究。营销调研活动涉及到产品，广告，促销渠道选择，竞争者等诸多方面。[编辑] 营销理论的新发展病毒式营销关系营销数据库营销网络营销国际营销绿色营销服务营销过程营销收益管理Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion) for products, services or ideas to create exchange between individuals and tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market , marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or specialist areas include:advertising and brandingcommunicationsdatabase marketingdirect marketingevent organizationfield marketingglobal marketinginternational marketinginternet marketingindustrial marketingmarket researchpublic relationsretailingsearch engine marketingmarketing strategymarketing planstrategic managementExperiential marketingSocial Influence MarketingContents [hide]1 Introduction2 Concept of Marketing3 Two levels of marketing4 Four Seven Ps5 Four New Ps6 Steps in product design7 Requirements of good Forms of packaging8 Significance of a trademark9 Brands10 Factors influencing Steps to determine price11 Distribution (Place) Reasons for direct selling Reasons for indirect selling Reasons for using Reasons for bypassing Ways of bypassing Agents12 Marketing Functions and advantages of successful Requirements of a good Eight steps in an advertising Personal Sales Marketing Public Relations (MPR)13 Customer focus14 Product focus15 See also16 Related lists17 References[edit] IntroductionA market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."[1]Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.[edit] Concept of MarketingMarketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. “Value” is worth derived by the customer from owning and using the product. “Competitive Advantage” is a depiction that the company or its products are each doing something better than their competition in a way that could benefit the is focused on the task of conveying pertinent company and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: “Product Marketing”, “Corporate Marketing”, and “Marketing Communications”. [2][edit] Two levels of marketingStrategic marketing: attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its marketing: executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the porter's five forces[

市场营销策略 营销组合的四个因素常称作4P，即： 产品（Product) 价格 (Price) 推广 (Promotion) 通路与配销 (Place&Distribution) 这四个因素应用到营销过程中，就形成了四方面的营销策略。加上政治POLITICS和公共关系PUBLIC，是为6P。

产品 产品策略主要研究新产品开发，产品生命周期，品牌策略等，是价格策略，促销策略和分销策略的基础。

With the development of IT technology, business to the increasingly rapid pace of change to the network, and now we have entered the information age, speed has become our constant pursuit of direction. For each enterprise essential to marketing departments in order to advance the pace of change even more in, people began to network marketing experts said that in the Internet age of today's Internet Marketing will soon replace the traditional marketing methods and become the main theme of the market. Because people can see the advantages of the network marketing, in-house, departments, and between all departments of the Internet to share information, but also shorten the time for the transmission of information. Thus greatly improving the efficiency of the computer above the company can build up a database, there are customers inside the basic information and consumer information records and is conducive to the implementation of one-on-one marketing, for better customer service. At the same time also allow customers to feel he is very business-to-the mind, increase customer loyalty and sales network for the same very attractive, it may omit many brokers, such as wholesalers, distributors, retailers and even And to directly face the customer. Thus greatly reduce the cost, the enterprise's products more competitive to achieve greater sales, and more importantly is able to get the fastest rate of customer feedback to enable enterprises to adapt to market the product more demand due to enterprises Always walk in the forefront of the experts say that may be. Network marketing is some advantage, but his shortcomings but can not be ignored. Network can get market information faster, but the network sales increase sales but can not agree with. They believe that this network has only the most cutting-edge things. Most people have not accepted this approach. It is also not in the habit of online shopping, the things on these virtual lack of trust, they believe that the reality is quite the thing. Life, if I bought What is the problem with the quality of things you can find manufacturers directly, or find a vendor, and will soon receive a response. I do not know that the Internet can be the Whom do I contact, how to find, when a reply » Some say things simply do not fit in online sales, production companies such as Coca-Cola drinks, I Xianghe when casually into stores or supermarkets which can be bought, it has more convenient, however, how to simplify the sales process? » Everyone knows that there is no need of. If you get the trust of customers, to the extent possible, satisfy the customer, then I think the most effective way is not to reduce costs, as long as you in every corner of the world placed on Coke, so that people no matter what time any place as long as the wish to Drink will be able to see it and that is the biggest customer satisfaction, not only reduce costs but forgot the more important in the development is fast, according to the computer penetration rate is now to complete the transition to the network also needs a long time, not to mention to our Chinese enterprises. Network marketing is a great potential, but also可要not fully developed, the traditional marketing methods will still dominate, the network marketing soon replace the traditional marketing is not realistic. Perhaps the best marketing is not marketing, not traditional marketing, I think they can complement each other, Gequ director, perhaps the most promising is the best way of marketing it.中文随着IT技术的发展，企业以越来越快的速度向网络化转变，现在我们已经进入了信息时代，速度更成了我们不断追求的方向。而对于每个企业必不可少的市场营销部门在以更超前的速度转变着，人们开始向网络营销转化。有的专家说，在网络时代的今天网络营销会很快的替代传统的营销方式而成为市场的主旋律。因为人们可以看到了网络营销的优势， 在企业内部 ，部门和部门之间都相互联网有利于信息共享 ，也缩短了信息传递的时间。 从而大大提高了工作效率， 可以在公司电脑上面建立数据库，里边存有客户的基本资料和消费信息纪录 ，有利于实施一对一营销，从而更好的为客户服务。同时也能让客户感受到企业对他是相当的在乎， 更提高了客户的忠诚度 ，而对于网络销售同样很有诱惑力，它可以省略许多中间商，象批发商 、经销商、 甚至是零售商， 而直接面对客户。从而大大降低了成本，企业的产品更有竞争力取得更大的销售业绩，而更主要的是能以最快的速度得到客户的反馈信息，使企业的产品更适应市场的需求，而使企业总是走在市场的最前列。可有的专家却认为。网络营销是有一些优势，但他的缺点却不容忽视。网络化是可以更快的得到市场信息， 但网络销售提高销售业绩却不堪赞同。他们认为，网络化今天却只是最前沿的东西。大部分的人还没有接受这种方式。人们还不太习惯在网上购物，他们对这些虚拟的东西缺乏信任，他们还是比较相信现实中存在的东西。生活中，如果我买了东西质量有什么问题直接就可以找厂家， 或者找卖主 ，而且会很快的得到答复。可网上我不知道该找谁，怎么找，什么时候有答复？再说有的东西根本就不适合在网上销售，比如可口可乐公司生产的饮品， 我想喝的时候随便进哪个商店或者超市都能买到，这已经再方便不过了，还要怎么简化销售过程吗？谁都知道没有必要了。你要想得到顾客的信任，想尽可能的满足顾客，那么我想最有效的方法不是去降低成本，只要你在世界的每个角落都摆放上可乐，让人们不论在什么时间什么地点只要想喝就能够看到它那就是对顾客最大的满足，不要只顾着降低成本而却忘了更重要的市场占有率。网络化发展的的确快，可按照现在的电脑普及率要完全的向网络化转变还需要相当长的时间，更何况对我们中国的企业。网络营销确实潜力很大，可要完全开发却也不易，传统的营销方式还是会占主导地位，网络营销很快的取代传统的营销是不现实的。也许最好的营销方式不是网络营销，也不是传统营销，我觉得他们完全可以相互补充，各取所长，也许那才是最好最有前途的营销方式吧。