marketing市场营销理论复习整理+练习汇总+单词整理(中英).pdf

Marketing Enlightened marketing（选择：下列哪个是/不是 Enlightened marketing；简答，写 一个例子来说明） Enlightened marketing（有远见营销）: A marketing philosophy holding that a company’s marketing should support the best long-run performance of the marketing. Consumer-oriented marketing（以消费者为导向的营销）: The philosophy of enlightened marketing that holds that the company should view and organize its marketing activities from the consumer’s point of view. Innovative marketing（创新型营销）: A principle of enlightened marketing that requires that a company seek real product and marketing improvements. Customer-value marketing（追求客户价值的营销）：A principle of enlightened marketing that holds that a company should put most of its resources into customer value-building marketing investments. Sense-of-mission marketing（具有使命感的营销）: A principle of enlightened marketing that holds that a company should define its mission in broad social terms. Societal marketing（社会营销）：A principle of enlightened marketing that holds that a company should make good marketing decisions by considering consumers’ wants the company’s requirements, consumers’ long-run interests, and society’s long run interests. Societal VS social The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that social marketing uses commercial marketing theories, tools and techniques to social issues. E-business VS E-commerce E-commerce is more specific than e-business. E-business includes all electronics-based information exchanges within or between companies and customers. In contrast, e-commerce involves buying and selling processes supported by electronic means, primarily the Internet. Calculation Variable cost $10 Fixed costs $3000,000 Expected unit sales 50,000 Then the manufacturer’s cost per toaster is given by: Unit Cost = Variable Cost + Fixed Costs Unit Sales = $ 10 + $300,000 50,000