商务英语Marketing.pptx
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1、Marketing a local brand of drink a grocery product(breakfast cereal,health food,etc.)an industrial product(machines,consumer goods,vehicles,etc.)a public service(telephones,mail,transport,etc.)an educational service(maybe the course youre doing now?)Discussion:Make a list of some products or service
2、s that are produced or provided in your city or region.Discussion:1)Which one can most stimulate the customers desire to buy?2)Which one is not desirable?3)How to modify in order to make it effective?Work together and list the advertising messages that you know.Terms:Marketing 市场营销市场营销Marketing Conc
3、ept 市场营销观念市场营销观念Marketing Mix 市场营销组合市场营销组合Product Life Cycle 产品生命周期产品生命周期Buyer Behavior 消费者购买行为消费者购买行为Marketing Research 市场营销调研市场营销调研Marketing Segmentation 市场细分市场细分What Is Marketing?Two major functions of businesses:Production of goods and servicesMarketing those goods and servicesMarketing is the p
4、rocess of planning and executing the conception,pricing,promotion,and distribution of goods,services and idea to create exchanges that satisfy individual and organizational objectives.The Marketing ConceptThe marketing concept is the philosophy that firms should analyze the needs of their customers
5、and then make decisions to satisfy those needs,better than the competition.The key questions:What do customers want?Can we develop it while they still want it?How can we keep our customers satisfied?Focusing on customer needs before developing the product Aligning all functions of the company to foc
6、us on those needs Realizing a profit by successfully satisfying customer needs over the longterm The marketing concept Difference Between Selling and MarketingSellingMarketingEmphasis is on the product.Emphasis is on customers wants.Company first makes the product and then figures out how to sell it
7、.Company first determines customers wants and then figures out how to make and deliver a product to satisfy those wants.Management is salesvolumeoriented.Management is profitoriented.Planning is shortrun,in terms oftodays products and markets.Planning is long term,in the sense of new products,tomorr
8、ows markets,and future growth.Stresses needs of seller.Stresses wants of buyers.The Marketing Mix(The 4Ps of Marketing)A firms marketing mix consists of four main elementsproduct,price,place and promotion.MarketingProductPricePlacePromotionPersonal sellingAdvertisingSales PromotionPublicityProductA
9、good is a physical object that can be purchased.A radio,a house,and a car are examples of a good.A service is an action or activity done for others for a fee.A product is a bundle of tangible and intangible attributes including packaging,colour,and brand,plus the services and even the reputation of
10、the seller.Two general types of products:Consumer products are produced for and purchased by households for their use.Industrial products are sold primarily for use in producing other products.PricePrice refers to the value or worth of a product that attracts the buyer to exchange money or something
11、 of value for the product.Loss Leader Pricing牺牲主要商品定价法牺牲主要商品定价法 Lowing prices on some key products in order to attract them to purchase more products(quantity and cash discounts)Set low price to increase sales and market sharePenetration Pricing 渗透定价法渗透定价法 Price skimming 撇脂定价法撇脂定价法Differential Prici
12、ng 区别定价法区别定价法High price when there is strong customers needDecreasing as sales begins to declineSame period,different pricePlacePlace simply refers to how you will sell your products to your customers.ManufactureHousehold consumerRetailerHousehold consumerWholesalerRetailerHousehold consumerConsumer
13、 ProductsIndustrial ProductManufactureIndustrialWholesalerIndustrialDirect supplyDirectly to customer;retailing,door to door,mail order and ecommercePromotion(1)Personal selling 人员销售(2)Advertising(3)Publicity 宣传(4)Sales promotion 促销Personal selling:It is personal communication of information to pers
14、uade a prospective customer to buy somethinggoods,services,idea,or something elsethat satisfies an individuals needs.AdvertisingAdvertising is nonpersonal communication of information paid for by an identified sponsor such as an individual or an organizationtelevision,magazines.Internet,radio,videos
15、,posters,cinema,direct mail,exhibitions and trade fairs,advertising in stadiums,and outdoor advertising such as billboards Modes of advertisingSales PromotionSales promotion is a paid form of nonpersonal communication that provides direct incentives to customers,salespeople,and marketing intermediar
16、ies for purchasing a product.MethodCoupons(赠券),rebates(价格折扣),premiums(赠品),bonus pack(加量不加价),moneyoffpromotions(降价促销),free samples,contests or displaysPublicityPublicity:Like advertising and sales promotion,publicity is a no personal form of communication.Publicity is transmitted by a mass medium in
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- 商务英语 Marketing
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