TradeMarketing贸易营销PPT课件.ppt

Chapter3 TradeMarketing 1 Warm updiscussion Wheredoyouusuallybuygoods Why Wherecanyoubuy Whatismarketing Marketingisoftensimplyviewedasadvertisingandselling Marketingismuchmorethanthisandincludesconductingmarketresearch marketsegmentation branding pricing promotion distributing sellingtheproductandcustomerservices 2 Howtosellyourproducts 1 Marketresearch2 Advertising3 Promotionalevents4 Attendingtradeshows5 Customerservice 3 1 Marketresearch Whatinformationtogatherandhowtogather 4 Howtoanalyzeinformation Examplesofquestionsthatmayneedtobeanswered Whatarethemajorvariablesaffectingmysalesandhowimportantiseachone Whatarethebestvariablesforsegmentingmymarket andhowmanysegmentsexist Whatarethebestpredictorsofwhichconsumersarelikelytobuymybrandversusmycompetitor sbrand IfIraisedmyprice10 andincreasedmyadvertisingexpenditures20 whatwouldhappentosales 5 Sentencepatterns 1 Ithinkourmainstrengthiswithyoungconsumers 2 Iwentoverthesalesfiguresinthemarketresearchreport 3 OurEuropeanmarkethasthehighestcurrentdemand butSouthAmericahasgreatpotentialforgrowth 4 Whenourproductwasmarkedupatahigherintroductoryprice oursalesafterproductlauncwerelowerthanlow 5 Isspeedofdeliveryafactorwhenyouchooseafastfoodplace 6 LikeIsaid printmediawon treallyshowoffourbestdigitalfeatures 7 Oneoftheobjectsofmarketresearchistofindoutwhetherthere samarketfortheproductandwhetherwecanselltheproductinthemarket 8 Ifwedecidetohavesometestmarketing someoftheseniorsalesmenarebroughtin 6 phrases SalesfiguresmarketresearchreportPotentialforgrowthintroductorypriceSpeedofdeliveryprintmediaTestmarketingseniorsalesmanConsumerbuyinghabitproductlaunchCustomerbasebrandloyaltyCompetitivemarket 7 A Iwentoverthe 1 inthemarketresearchreport Ifyoucompareitwithoursurveyof 3 there sonlyoneconclusion B What sthat A Itseemsthismarketis 4 Whenourproductwasmarkedupatahigher 5 oursalesafterproductlaunchwerelowerthanlow Ata 6 introductoryprice welandedmoresales B So weshouldstartlow A Ithinkthatwouldbeagoodidea Priceisanimportant 7 inourmarket sowecanuseittobuildour 8 Ifourcustomersgethookedonthe 9 they llbuyandbecomemore 10 Lateron whenwehita 11 andafterour 12 issoldonourproducts wecan 13 B Thatsoundslikeareallyclever 14 A Thisisavery 15 We vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop B Ithinkourmainstrengthiswithyoungconsumers A That s 16 Theyoungconsumer sfasttocommit butfickletostaywithabrand Soourchallengeis 17 8 Roleread A Iwentoverthesalesfiguresinthemarketresearchreport Ifyoucompareitwithoursurveyofconsumerbuyinghabits there sonlyoneconclusion B What sthat A Itseemsthismarketissensitivetoprice Whenourproductwasmarkedupatahigherintroductoryprice oursalesafterproductlaunchwerelowerthanlow Atadiscountedintroductoryprice welandedmoresales B So weshouldstartlow 9 A Ithinkthatwouldbeagoodidea Priceisanimportantvariableinourmarket sowecanuseittobuildourcustomerbase Ifourcustomersgethookedonthelowintroductoryprice they llbuyandbecomemoreloyaltoourbrand Lateron whenwehitapeakinsalesandafterourcustomerbaseissoldonourproducts wecanbringthepriceup B Thatsoundslikeareallyclevermarketingstrategy A Thisisaverycompetitivemarket We vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop B Ithinkourmainstrengthiswithyoungconsumers A That satwhomwe retargeting Theyoungconsumer sfasttocommit butfickletostaywithabrand Soourchallengeiscustomerloyalty 10 A Iknowwemustpayattentiontomarketresearch But 怎样进行市场调研 B Oneoftheobjectivesofmarketresearchistofindout 产品是否有市场 and 在这个市场上我们能否出售这种产品 A Isee 那么谁做这种工作呢 B Intheearlystages 只有区域经理参与 A Whatifwedecidetohavesometestmarketing B Then 一些高级销售人员也参加 A Ifsalesmenarebroughtin Ithink 他们需要接受一些培训 suchasproducttraining B 产品培训指的是什么 A Youknow asasalesman hemustfullyunderstandvariousapplications 设计特点 独特优点 使用操作 andeverythingoftheproductsweproduce 11 Translation A 打扰了 我在为一家快餐店做市场调查 如果您不介意 我想问您几个问题 B 行 问吧 A 你最喜欢哪家快餐店 B 我喜欢KFC 我觉得在那里花钱很值 A 您喜欢哪种饮料 可口可乐还是百事 B 我喜欢百事可乐 A 这种偏爱是不是您选择餐馆的决定因素 B 不是 我想决定因素是食品提供速度 12 Discussion1 Whatmeansofadvertisingdoyouknow 2 Advertisement 13 Sentencepatterns 1 Therepetitionofcommercialswillhelpmakeourproductswell knownandbuildstrongbrandpositions 2 I veheardtheyliveonthe15 discountontheadvertisingwepurchase 3 I mespeciallyinterestedintheroleofimage publicrelationsandadvertisingintheproductionpromotion 4 Somanypsychologicalfactorsshouldbeconsideredinadvertising 5 Atthemoment we reworkingonsomenewpromotionliteraturewhichwillbeusedintheshops 6 Now let scomebacktothedesigndepartment Whattechniquesdoyouusuallyuseinadvertising 14 Phrases TVcommercialsbrandpositionPromotionliteratureadvertisingagencyMerchandisingnationallaunchAdvertisingcampaignpressconferencePreliminarymarkettestpamphletFlyersleaflets 15 Discussion2 Whatdoyouseeasthemosteffectivemeansofadvertising 16 J Whatdoyouseeasthemosteffectivemeansofadvertising TV radioorprint S Thatalldependsonwhatyoumeanby effective Doyoumeanreachthewidestaudience orcosttheleast orwhat J Imeanwhatgivesusthemostbangforthebuck ObviouslyTVwillshowourcapabilitiesthebest butitisalsoexpensive I mconcernedthatifweuseprintmediatheycan treallyseethequality Whatdoyouthink S Well firstlet sbothagreetoignoreradio Paulthinksweshoulduseradio asthereisalargelisteningaudience ButIsaythatinordertoseethequalityofourproduct youreallyhavetoseeit Doyouagree J Agreed Sowheredowegofromhere TV S Actually IthinkTVisgood buttooexpensive Toomuchofourbudgetwouldbedrainedandnotallthatmuchsalesrevenuewouldbegenerated J Sodoyouhaveabetteroption LikeIsaid printmediawon treallyshowoffourbestdigitalfeatures S That swhereIdisagree Ithinkwecouldreduceourprintmediafocustomagazinesonly Thecostwouldbelowerbutourfeaturescouldstillbeseen J Howmanymales35to40yearsoldcouldweexpecttoreach S Surprisingly ourmarketingsurveysshowabout53million 17 Intheworldofadvertising there remany 1 tobringaconsumerin Infact therearedozens However todayI llbesharingwithyoujustafew adsusingweaselwords adswhichare 2 andendorsementadsand 3 ads Differentanduniqueadsarethosethatgrabtheconsumer sattentionbybeing well unique Theseadscancontain 4 pictures boldtextsandcastingcharactersplussomuchmore Unfortunately thisadhasnosound butIcantellyouwhatishappening Insomeotherlanguage thischildisthrowingatempertantrumwhenhisfatherwon tbuyhimcandies Canyouguesswhatthisisadvertising Weaselwordisatermthatweuseasamodifierthatmakesthefollowingadnearly 5 Weaselwordssound 6 atfirst butuponcloserexamination turnouttobeempty Themostcommonweaselwordsincludehelps virtual like acts works canbe upto asmuchas refreshes comforts fights thefeelof thelookof tastes fortified enrichedand 7 Theendorsementortestimonialtechniqueusesa 8 inanadtolendhisorherstellarqualitiestotheproduct Sometimesthatpeopleactuallyclaimtousetheproduct butsometimestheydon t Some 9 survivebyproviding names forthesetestimonials Doctorsarealsousedinthistechnique Thisad liketheonebeforeit unfortunatelyhasnosound HerewehavethedazzlingNicoleKidmanadvertisingChanelperfume FormulaNo 5 Andfinally wehavescientificorstatisticaladvertising whichisatypeofadvertisingthatreferstosomesortof 10 orexperimentstovery 11 ortoanimpressive soundingmysteryingredient ExamplesofthisarethingslikeGerm Xwhichclaimstoeliminate99 ofgerms 18 Completetheconversation A Look wehaveto 最迟在15号前敲定这些细节问题 B Youneverleaveusenoughtime 至少需要2周 togetthestoryboardwrittenup andthenplantheshots hireactors anddosomerehearsals 你的时间表给我们的时间不够 A It snotourschedule 最后期限是上面定的 B YoumeanCEO A 除了他还能有谁 19 Translatetheconversation A 就我所知 你的产品仅做了报纸广告 这远远不够 B 你的建议是什么 A 我认为你应该做电视广告 B 我承认电视广告会给观众留下深刻的印象 但是电视广告太贵了 A 但是电视广告的反复播放会扩大我们产品的知名度 并能强化我们的品牌地位 B 可是我们当前的预算很紧张 A 不是现在做 但我觉得你应该开始考虑了 B 你说的有道理 我会和销售部门讨论一下 20 3 Promotion Warm updiscussion Whatispromotion Promotion alsoreferredtoasmarketingcommunications involvesthecommunicationofinformationbetweenmarketersandpotentialbuyers and orothersinthechannelorwidercommunity inordertoinfluenceattitudesandbehaviours 21 ClassificationofIMCMedia ToolsandTechnology 22 2020 2 7 23 Sentencepatterns 1 Also youforget they reprofessionals Theyruneventslikeourproductlaunch 2 We regoingthroughaneventmanagementcompany sotheyshouldmanagemostofthedetails 3 Ithinkweshouldlaunchanewadvertising promotioncampaignatthebeginningofnextyear 4 Withthislineoftennisrackets youhavestiffcompetitionagainstyou 5 Thesearetheeventsourcustomers potentialcustomerscareabout 6 Whatkindofpromotionaleventsarescheduledforthenewproductline 7 Letmetakeyoursamplesbacktomyboss We llthinkitover contactyoulater 8 Wouldyoubeinterestedintalkingwithhimaboutourideasforupcomingmodels 24 Phrases PromotionaleventsproductlineEventmanagementcompanyRuneventsmarketshareStiffcompetitionenvironmental friendlyLatestmodel designuser friendlyWidevarietiestochoosefromAvailableinvariousmodels sizes 25 A The 1 isonTuesday andclearyour 2 overthenextfewdaysbecausewe regoingtobe 3 inordertogeteverythingreadyintime B Oh it snotasbadasallthat Almosteverythingisalreadyset We regoingthroughan 4 company sotheyshouldmanagemostofthedetails Probablythebiggestthingonourplateistogooverthe 5 withtheironsitemanagerstomakesureitallgoesasplanned A Ihateto 6 Whatiftheirpeopledroptheball Weshouldbepreparedwitha 7 planjustincase B OpeningdayisTuesday We vebeenworkingwiththiscompanytoseteverythingupsincelastspring They reveryclearonallofthe 8 Also youforget they re 9 theyruneventslikeour 10 foraliving I dsaywe venothingtoworryabout 26 A TheproductlaunchisonTuesday andclearyourcalendarsoverthenextfewdaysbecausewe regoingtobeburningthemidnightoilinordertogeteverythingreadyintime B Oh it snotasbadasallthat Almosteverythingisalreadyset We regoingthroughaneventmanagementcompany sotheyshouldmanagemostofthedetails Probablythebiggestthingonourplateistogoovertheeventrundownwiththeironsitemanagerstomakesureitallgoesasplanned A Ihatetoputalloureggsinonebasket Whatiftheirpeopledroptheball Weshouldbepreparedwithaback upplanjustincase B OpeningdayisTuesday We vebeenworkingwiththiscompanytoseteverythingupsincelastspring They reveryclearonallofthedetailsfortheevent Also youforget they reprofessionals theyruneventslikeourproductlaunchforaliving I dsaywe venothingtoworryabout 27 A 安排了什么样的促销活动 forthenewproducts B Marketinghasussetupwith 在5个大城市举行产品发布会 aswellassomesponsoringeventsthroughouttheyear A 你说的是什么样的赞助活动 Idon tknowhoweffectivesponsorshipreallyis B 不是你想的那样 Theseeventswillgiveus 更多曝光机会 thanmost Takethetri citymarathonforstarters 这是备受关注的活动 Thetelevisionexposurealonewillnearlydoublethecustomerawareness A 还有什么活动 B We vegotaspotintheOlympicstadium 赞助一个参赛队的装备 A 这些活动是顾客所关心的吗 B Yes Wechoosetheseevents 基于市场调查 28 4 Attendingtradeshows Whatisatradeshow 2videos Atradeshowisakindofexhibitionwhichisorganizedinordertoprovidespacetothecompaniesthatwishtodemonstratetheirservicesandnewproducts Usually atradeshowisorganizedforaspecificindustryoranumberofindustriesaswell Sometimes atradefairisopentothepublicandpeopleareallowedtoseethenewproductsandsometimes onlythecompanyrepresentativesareallowedtoenterthetradefair Apartfromthemembersoftradeandpublic membersofpressarealsoinvitedtothetradefairssoastocovertheevent Aconsiderableamountofcapitalisrequiredtosuccessfullyrunatradefair Atradeshowisusuallyrunforfewdaysbutalargenumberofpeoplearerequiredforthesmoothrunningasalotofservicesarerequiredforexhibitors Themoneychargedfromparticipatingcompaniesisusedforprovidingseveralfacilitieslikeaccommodation telecommunication spaceforsettingupthebooth designing constructingtradeshowdisplays internetservicesandmanuals 29 Boothbooking showpreparation Phrases 1 Excuseme butwhenisthedeadlineforregistration 2 Lotsoftraffic Astealat 2000dollars 3 Whenwillthebiggestcrowdbeattheshow 4 We dliketoregisterforthetradefair 5 Pleasesendyourregistrationform moneytousbyexpress 6 Ireallyneedtosetupbeforetheexhibition 7 Generally organizersprovidebasicshellsormodules thentheexhibitorscompletethemseves 8 Ok askthemtosendussomemorebrochures otherforms 9 Wespentalotofmoneyonthatstand we llsendthebrochuresimmediately 10 IworkintheR DDepartmentofacompanybasedinLosAngeles Wespecializeindesigningprinters 30 Phrases Tradeshow fair exhibition expoDeadlineforregistrationregisterforRegistrationformcommissionsEntrancefeedistributiona5 by6 boothReserve bookaspace spot boothstandSendbyexpress mail remittanceExhibit exhibition exhibitorsInternethookupshellsormodulesBrochures pamphlets orderforms 31 Boothbooking A Hello I mcallingbecauseIsawanadinAsianWallStreetJournalaboutourtradeshow B Yes It sinWashingtononMay27thand28th Itcosts 1000fora5 by6 booth A Excuseme butwhenisthedeadlineforregistration B Thedeadlineistomorrow However wecanmakeexceptionsforoverseascompanies A Well I mveryinterested WheredoIsendtheregistrationformandthemoney B Totheaddressthatappearsonthebottomoftheform Pleasesenditassoonaspossibletoreserveaspace 32 smalldialogs 1 A Hello IsthatInternationalTradeFairCenter B Yes 2 A ThisisJingKaiTradeCo 我们想参加本次展会 B Sure 你想预定什么位置 3 A 你能给我一些关于展会的信息吗 B Yes It sinWashingtononMay 27thand28th 5英尺宽6英尺长的展位要1000美元 4 A 展会报名最后期限是什么时候 B It stomorrow 5 A 我该把报名表和钱寄到哪 B Totheaddressonthebottomoftheform 欲订展位 请快寄来 6 A 展厅有信用卡刷卡机和网络连线吗 B Yes 但你得额外交50美元 7 A 你看这个摊位地点怎么样 B Quitegood 人流很多 也很便宜 8 A 为什么我们的货物还没摆到展位上 B Theyarrivedlateyesterday Butdon tworry 我们会在展览开始前把展位布置好的setup 33 Translate A 你好 是国际贸易展览中心吗 B 是的 有什么事吗 A 我是京凯贸易公司 我们想参加本次展会 我可以订个右角的展位吗 B 可以 那个位置不错 A 展览会什么时候人最多 B 我认为是周末 A 能向我说一下价格吗 B 右角 每平米200美元 A 面积多大 B 20平米 你想订一个吗 A 是的 B 请把登记表和钱快递过来 A 我可以电话订位 银行汇款吗 B 可以 请记住我们的银行开户号847521589 开户行是中国银行广州分行 A 谢谢 34 ShowPreparation 1 A 通知重要来宾了吗notify B Yes 一切都已准备就绪 2 A 有没有准备包括交易会介绍和日程安排的用户指南 B Yes Ihave 我还准备了一份交易会备忘录fairmemo 3 A 摊位是参展单位自己建还是组织者建 B 组织者提供基本摊位外壳或预制单元 andthentheexhibitorscompletethemselves 4 A 我们怎么能自己亲手建呢 Wedon tspecializeinthat B No wedon t 我们雇用一家专业公司作为摊位建造承包商 5 A 我们还有什么没考虑到呢 B Manythingshavetobetakenintoconsideration like 参展产品范围 提供的服务设施 值班人数等 6 A Ourexhibitionstandistinyandattheback 不是我们预订的靠近入口的那个 B 你没和展会经理谈吗 Theremusthavebeenamistake 7 A Can tyoufindagoodagenttheretoactforus 我们需要代理为我们做宣传之类的活动 B Ok 我会尽力 8 A Thisisterrible 我们还需要一些宣传册和订单 B Don tworry 我给总部打电话汇报一下 35 5 Customerservice Whatiscustomerservice Customerserviceistheserviceorcarethataconsumerreceivesbefore duringandafterapurchase Excellentcustomerserviceisvitaltobusinessestoday Howdoyouprovidegreatcustomerservice Greettheminafriendlymanner whetherthatbeviatelephone emailorinperson Letthemknowyouaretheretohelpandthatyouwilltakecareofthem notonlybeforethesalebutafteraswell 36 Sentencepatterns 1 I mleavingthecountrytomorrow I dreallypreferarefund 2 We rereadyatyourservice 3 Bytheway yourwarrantyisgood soitprovidesyouwithfreeservice parts 4 ButmayIhaveawordwiththepersoninchargeoftheservicecenter 5 I llsendseveraltechnicianstoyourfactory 6 I mafraidit snotourpolicytoreplacecomputersbecauseofglitches 7 Allourshoesareguaranteedforoneyear 8 ThistypeofTVsethasa3 yearguaranteefreeofcharge 37 Phrases RefundatyourserviceWarrantypartsTechnicianglitchFaultybatchcreditnoteComplaintreceiptRepairreturnreplacemaintenanceChargerepairfeepreferential 38 A Exc