商务英语入门第六章-外教社修订版.ppt

高等学校英语拓展系列教程,主编：任书梅王璐,副主编：曹颖,外语教学与研究出版社,Chapter6,市场营销,Marketing,LectureOutline:,MarketSegmentation市场细分,LectureOutline,WhatisMarketing什么是市场营销,TheMarketingConcept市场营销观念,TheMarketingMix市场营销组合,TheProductLifeCycle产品生命周期,BuyerBehaviour消费者购买行为,MarketingResearch市场营销调研,Lead-inActivities,Whichonecanmoststimulatethecustomersdesiretobuy;Whichoneisnotdesirable;Howtomodifyinordertomakeiteffective.,Lead-inactivities,Hints:someadslogans,Makeyourselfheard.(Ericsson)ThingsgobetterwithCoca-cola.Communicationunlimited.(Motorola)Behindthathealthysmile,theresaCrestkid.(Cresttoothpaste)Wecantforgeaheadbystickingtoexistingroads.(Audi)Timeiswhatyoumakeofit.(Swatch)Fresh-upwithSeven-up.(Seven-up)Anythingispossible.(Li-NingCo.Ltd.)Feastyoureyes(PondsCucumberEyeTreatment)Focusonlife.(Olympus)W.(SunMicro-system)Livewell,snackwell.(SnackWells),理解就是沟通。,饮可口可乐，万事如意。,沟通无极限。,开拓进取，来源于勇于创新。,天长地久(斯沃奇手表),提神健脑，喝七喜。,无所不能。,滋润心灵的窗户。（旁氏新品黄瓜眼膜）,瞄准生活。（奥林巴斯）,我们就是网络。（太阳微系统公司）,美好生活离不开香脆的饼干。,健康笑容来自佳洁士,WhatIsMarketing?,Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.,Marketing,Marketing,ActivitiesPerformedbyMarketers,decidingwhatproductstooffer,settingprices,developingsalespromotionsandadvertisingcampaigns,makingproductsreadilyavailabletocustomers.,TheMarketingConcept,Thephilosophythatfirmsshouldanalyzetheneedsoftheircustomersandthenmakedecisionstosatisfythoseneeds,betterthanthecompetition.,TheMarketingConcept,TheProductionConceptTheSellingConceptTheMarketingConceptDifferenceBetweenSellingandMarketing,TheSellingConcept,TheMarketingConcept,TheProductionConcept,Theproductionconceptwastheideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthecreationofasupplyoflow-costproductswouldinandofitselfcreatethedemandforthoseproducts.,TheProductionConcept(industrialrevolution-theearly1920s),TheProductionConcept,TheSellingConcept,TheMarketingConcept,TheSellingConcept(bytheearly1930s),Theynotonlywouldproducetheproductsbutalsorecognizedthatpersonalsellingandadvertisingwereimportantsellingmethods.,TheProductionConcept,TheMarketingConcept,TheSellingConcept,TheMarketingConcept,TheMarketingConcept(AfterWorldWarII)FocusingoncustomerneedsbeforedevelopingtheproductAligningallfunctionsofthecompanytofocusonthoseneedsRealizingaprofitbysuccessfullysatisfyingcustomerneedsoverthelong-term,PlacePromotion,MarketingMix,Product,Price,TheMarketingMixProduct,Aproductisabundleoftangibleandintangibleattributesincludingpackaging,colour,andbrand,plustheservicesandeventhereputationoftheseller.Productsalsocanbeservicesorideas.,Consumerproducts,Industrialproducts,TheMarketingMixPrice,Priceisthevalueorworthofaproductthatattractsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.,LossLeaderPricing,PenetrationPricing,PriceSkimming,DifferentialPricing,Figure6.1Examplesofdistributionchannelsforconsumerandindustrialproducts,Placereferstohowyouwillsellyourproductstoyourcustomers.,TheMarketingMixPlace,Personalselling,Advertising,Publicity,TheMarketingMixPromotion,Salespromotion,Salespromotion,Determinewhatistobesold;Planaprogramme;Prepareasalescall;Recordtheinterview.,PersonalSelling,TheMarketingMixPromotion,Advertising,TheMarketingMixPromotion,CouponsPoint-of-purchasedisplaysPremiumsTradeshowsContestsSamples,Short-termPromotionalActivity,TheMarketingMixPromotion,TheProductLife-Cycle,TheProductLife-CycleIntroductionstage,Lackofresources,knowledge,andmarketingskillstosuccessfullylaunchtheproductHighpricingtorecoup(补偿)researchanddevelopmentcosts,Introductionstageistheinitialstageofaproductslifecycleitsfirstappearanceinthemarketplacewhensalesstartatzeroandprofitsarenegative.,Whynewproductsfail?,TheProductLife-CycleGrowthstage,Growthstageisthestageofaproductslifecyclewhensalesriserapidlyandprofitsreachapeakandthenstarttodecline.,Whatarethetraitsofthisstage?MorecompetitorsenterthemarketProductpricingisaggressiveBrandloyaltybecomesimportantGapsinmarketcoveragearefilledPromotionexpendituresmoderateProductionefficiencieslowercosts,TheProductLife-CycleGrowthstage,TheProductLife-CycleMaturitystage,Maturitystageisthestageofaproductslifecyclewhenthesalescurvepeaksandstartstodeclineandprofitscontinuetofall.,Whatarethetraitsofthisstage?IntensecompetitionEmphasisonimprovementsanddifferencesincompetitorsproductsWeakercompetitorsloseinterestandexitthemarketAdvertisinganddealer-orientedpromotionspredominateDistributionsometimesexpandstotheglobalmarket,TheProductLife-CycleMaturitystage,TheProductLife-CycleDeclinestage,PruningitemsfromtheproductlineCuttingpromotionexpendituresEliminatingmarginaldistributorsPlanningtophaseouttheproduct,Whatarethetraitsofthisstage?,Declinestageisthestageofaproductslifecyclewhensalesfallrapidly.,BuyerBehaviour,MostEffectivePromotionalTool,StagesoftheConsumerBuyingProcess,Problem(Need)Recognition,InformationSeeking,EvaluationofAlternatives,PostpurchaseEvaluation,ADVERTISINGPublicity,ADVERTISINGPersonalSelling,PERSONALSELLING,SALESPROMOTIONPersonnelSelling,ADVERTISINGPersonalSelling,PurchaseDecision,NEW!,THANKS!,BuyerBehaviour,IndustrialBuyingBehaviourreferstothepurchasedecisionmakingoforganizationssuchasmanufacturers,serviceproviders,governmentagencies,institutions,andnon-profitgroups,IndustrialBuyingBehaviour,MarketingResearchistheprocessofsystematicallygathering,analysingandinterpretingdatapertainingtothecompanysmarket,customersandcompetitors,withthegoalofimprovingmarketingdecisions.,MarketingResearch,Reactive,Areweattractingnewcustomers?Howdowemaintainandincreasesales?Arewesatisfyingourcurrentcustomers?Whatnewproductsdoesourtargetmarketneed?,Whyarewelosingcustomers?Whohassurpassedusinoursales?Howdowegetlostcustomersback?Canwedevelopanewproducttokeepupwithourmajorcompetitor?,MarketingResearch,TheMarketingResearch(contd),ExploratoryresearchResearchconductedtogathermoreinformationaboutaproblemortomakeatentativehypothesismorespecific,TypesofResearch,TheMarketingResearch(contd),DescriptiveresearchResearchconductedtoclarifythecharacteristicsofcertainphenomenatosolveaparticularproblemCausalresearchResearchinwhichitisassumedthataparticularvariableXinfluencesavariableY,TypesofResearch,TheMarketingResearch(contd),Primarydata:dataobservedandrecordedorcollecteddirectlyfromrespondentsSecondarydata:datacompliedbothinsideandoutsidetheorganizationforsomepurposeotherthanthecurrentinvestigation,TypesofData,MailsurveyTelephonesurveyOnlinesurveyPersonalinterviewsurveyIn-home(door-to-door)interviewFocus-groupinterviewTelephonedepthinterviewShoppingmallinterceptinterviewsOn-sitecomputerinterviews,BasicSurveyMethods,TheMarketingResearch(contd),MarketSegmentation,MarketSegmentationisthedivisionofamarketintodifferenthomogeneousgroupsofconsumers,MarketSegmentation&Variables,Dividingamarketintocustomercategories,MarketSegmentation,MassmarketingTargetmarketing,RequirementsofMarketSegments,Identifiable:thedifferentiatingattributesofthesegmentsmustbemeasurablesothattheycanbeidentified.Accessible:thesegmentsmustbereachablethroughcommunicationanddistributionchannels.Substantial:thesegmentsshouldbesufficientlylargetojustifytheresourcesrequiredtotargetth