大学外贸英语课件miss.stanny-unit-1-6Lesson-5-Keeping-the-Customer-Satisfied整理版本.ppt

KeepingtheCustomerSatisfied MadebyStanney Revision specialdeals生意 买卖 交易dealer associationsofdealers 经销商 证券商黑市交易blackmarketdealings降低 增加成本cut raisethecost经济衰退downturn Revision 按订单制造生产build to ordermanufacturing大批量按顾客的要求制造masscustomisation可供给量 货源availability价格歧视pricediscrimination捆绑式交易 bundled deal Revision established既定事实anestablishedfact我们既定的外贸政策ourestablishedpolicyofforeigntrade信誉良好的出口商well estatblishedexporters在国内市场已建立起的秩序theestablishedorderinthehomemarket Revision 保持知名度maintainvisibility保持低调keepalowprofilerestlesscustomer难以满足的不眠之夜restlessnight自助服务self servicehelp Revision balance余额账户持有人accountholder剩余价值surplusvalue出口 进口 总值grossexport import value报道 保险coverage Revision Britain sMarksandSpencerisintroublebecauseitfailedtospotthatnewclothingcompanieschangetheirstocksalmostasoftenascustomerschangetheirstocks recognize发现 发觉Thesearespotgoods whichcanbeshippedpromptlyafterorder spotgood spotstock 现货 AdditionalReading Marketing Whatismarketing DefinitionofMarketinginourbooksthedeterminationoftheneedsanddesiresofthemarketsothatgoodsandservicescanbeprovidedthatsatisfytheseneedsanddesires 研究如何测定市场的需求和欲望 以提供能满足该需求和欲望的商品劳务 WhatisMarketing Q Whatismarketinginyouropinion Whatshouldmarketingbeginwith WhatisMarketing Marketingiseverythingyoudotoplaceyourproductorserviceinthehandsofpotentialcustomers Itistofindtherightpeopletopersuade Itisyourstrategyforallocatingresources timeandmoney inordertoachieveyourobjectives afairprofitforsupplyingagoodproductorservice Itincludesdiversedisciplinessuchassales publicrelations pricing packaging anddistribution Itshouldbeginwithcustomers thosepeoplewhowantorneedyourproductandwillactuallybuyit longbeforetheproductiscreated WhatisMarketing Asweknown afirmcansurviveinthemarketeconomy onlyiftheproductsproducedbyhimaredemandedandacceptedbythecustomers Therefore nowadays moreandmorecompanieshaveacustomerfocus ormarketorientation inotherwords thecompanyfocusitsactivitiesandproductsonconsumerdemand Andthemarketingisrightanemphasisthatrequiresbusinesstoshifttheirfocusfromproductiontotheperceivedneedsandwantsoftheircustomersasthemeansofstayingprofitable WhatisMarketing Inaword marketingisusedtoidentifythecustomer tosatisfythecustomer andtokeepthecustomer WhatisMarketing Inordertodistinguishmarketingfromotherrelatedprofessionalservices S H Simmons authorandhumorist relatesthisanecdote Ifayoungmantellshisdateshe sintelligent lookslovely andisagreatconversationalist he ssayingtherightthingstotherightpersonandthat smarketing Iftheyoungmantellshisdatehowhandsome smartandsuccessfulheis that sadvertising Ifsomeoneelsetellstheyoungwomanhowhandsome smartandsuccessfulherdateis that spublicrelations WhatisMarketing Belowisasimilaranecdote Fillintheblankstomakeitcomplete ifthecircusiscomingtotownandyoupaintasignsaying CircusComingtotheFairgroundSaturday that sadvertising Ifyouputthesignonthebackofanelephantandwalkitintotown that spromotion Iftheelephantwalksthroughthemayor sflowerbed that s Andifyougetthemayortolaughaboutit that s Ifthetown scitizensgothecircus youshowthemthemanyentertainmentbooths explainhowmuchfunthey llhavespendingmoneyatthebooths answertheirquestionandultimately theyspendalotatthecircus that s usefulwordsandexpressions marketing市场营销entrepreneur企业家advertising广告sales销售publicrelations公共关系publicity宣传pricing定价packaging包装distribution分销 ifthecircusiscomingtotownandyoupaintasignsaying CircusComingtotheFairgroundSaturday that sadvertising Ifyouputthesignonthebackofanelephantandwalkitintotown that spromotion Iftheelephantwalksthroughthemayor sflowerbed that spublicity Andifyougetthemayortolaughaboutit that spublicrelations Ifthetown scitizensgothecircus youshowthemthemanyentertainmentbooths explainhowmuchfunthey llhavespendingmoneyatthebooths answertheirquestionandultimately theyspendalotatthecircus that ssales Marketingvs Advertising What stheDifference Marketingvs Advertising What stheDifference Advertisingreferstothepaid public announcementofapersuasivemessagebyan thenon personalpresentationor byafirmofitsproductstoitsexistingandpotentialcustomers Marketingisthe implementationandcontrolofamixofbusinessactivitiesintendedtobringtogether forthemutuallyadvantageousexchangeortransferofproducts Marketingvs Advertising What stheDifference Advertisingisa ofthemarketingprocess It sthepartthatinvlovesgettingthewordoutconcrningyourbusiness product ortheservicesyouareoffering Itinvolvestheprocessof suchasadplacement frequency etc Advertisingincludesthe ofanadinsuchmediaasnewspapers directmail billboards television radio andofcoursetheInternet Advertisingisthelargestexpenseofmostmarketingplans with followinginaclosesecondand notfallingfarbehind Marketingvs Advertising What stheDifference marketresearch singlecomponet developingstrategies placement non personal promotion systematicplanning buyersandsellers publicrelations identifiedsponsor Marketingvs Advertising What stheDifference Advertisingreferstothepaid public non personalannouncementofapersuasivemessagebyanidentifiedsponsor thenon personalpresentationorpromotionbyafirmofitsproductstoitsexistingandpotentialcustomers Marketingisthesystematicplanning implementationandcontrolofamixofbusinessactivitiesintendedtobringtogetherbuyersandsellersforthemutuallyadvantageousexchangeortransferofproducts Marketingvs Advertising What stheDifference Advertisingisasinglecomponetofthemarketingprocess It sthepartthatinvlovesgettingtheworkoutconcerningyourbusiness product ortheservicesyouareoffering Itinvolvestheprocessofdevelopingstrategiessuchasadplacement frequency etc Advertisingincludestheplacementofanadinsuchmediaasnewspapers directmail billboards television radio andofcoursetheInternet Advertisingisthelargestexpenseofmostmarketingplans withpublicrelationsfollowinginaclosesecondandmarketresearchnotfallingfarbehind TheRuleofSixforAdvertising广告的六次定律 Ittakesatleastsixtimesbeforeaconsumerassociatesyournamewithyourproductorservice 消费和至少需要6次才能将广告宣传的产品或服务与公司名称联系在一起 MarketingMix Marketingmix 营销组合 Thewell known4Pssupplysidemodelofmarketingmanagement whichamarketercanusetocraftamarketingplan productpricePromotionplace Product Theproductaspectsofmarketingdealwiththespecificationsoftheactualgoodsorservices andhowitrelatestotheend user s 终端用户 needsandwants Inretailing productsarecalledmerchandise Inmanufacturing productsarepurchasedasrawmaterialsandsoldasfinishedgoods Price Thisreferstotheprocessofsettingapriceforaproduct includingdiscounts Thepriceneednotbemonetary itcansimplybewhatisexchangedfortheproductorservices e g time energy orattention Promotion Thisincludesadvertising salespromotion publicity 宣传 andpersonalselling 人员推销 branding 品牌塑造 andreferstothevariousmethodsofpromotingtheproduct brandorcompany Threebasicobjectivesofpromotion Theseare 1 Topresentinformationtoconsumersaswellasothers2 Toincreasedemand3 Todifferentiateaproduct Place thisreferstothechannelbywhichaproductorserviceissold e g onlinevs retail whichgeographicregionorindustry towhichsegment youngadults families businesspeople etc alsoreferstohowtheenvir