商务英语阅读-Unit-9市场战略与规划ppt课件

.,UnitNine,Marketingstrategyandplan,.,Objectives,Getthestudentstobefamiliarwiththeconceptofmarketingstrategy.Cultivatethestudentsabilityoforganizing.Helpthestudentsgraspthetechniquesforpickingupimportantdetails.,.,SectionA,IntroductionStrategiesworkoutasplannedonlywhentheyareeffectivelyimplemented.Therefore,amarketingplanisawrittenstatementofamarketingstrategyandthetime-relateddetailsforcarryingoutthestrategy.,.,Pre-reading,Beforereadingthefollowingpassage,answerthequestions:1.Whatdoyouthinkismarketingstrategy?2.Doyouthinkthereareanyskillsinplanningmarketingstrategy?,.,TextTheImportanceofMarketingStrategyPlanning,Theconventionalwatchmakersbothdomesticandforeignhadalwaysaimedatcustomerswhothoughtofwatchesashigh-priced,high-qualitysymbolstomarkspecialeventslikegraduationsorretirement.AdvertisingwasconcentratedaroundChristmasandgraduationtimeandstressedawatchssymbolicappeal.Expensivejewelrystoreswerethemainretailoutlets.,.,Thiscommonlyacceptedstrategyofthemajorwatchcompaniesignoredpeopleinthetargetmarketthatjustwantedtotellthetimeandwereinterestedinareliable,low-pricedwatch.Therefore,theU.S.TimeCompanydevelopedasuccessfulstrategyarounditsTimexwatchesandbecametheworldslargestwatchcompany.Timexcompletelyupsetthewatchindustrybothforeignanddomesticnotonlybyofferingagoodproduct(withaone-yearrepairorreplaceguarantee)atalowerprice,butalsobyusingnew,lower-costchannelsofdistribution.Itswatcheswerewidelyavailableindrugstores,discounthouses,andnearlyanyotherretailstoresthatwouldcarrythem.,.,MarketingmanagersatTimexsoonfacedanewchallenge.TexasInstruments,anewcompetitorinthewatchmarket,tooktheindustrybystormwithitslow-costbutveryaccurateelectronicwatchesusingthesamechannelsTimexhadoriginallydeveloped.Nevertheless,otherfirmsquicklydevelopedawatchthatusedamorestylishliquidcrystaldisplayforthedigitalreadout.TexasInstrumentscouldnotchangequicklyenoughtokeepup,andtheothercompaniestookawayitscustomers.ThecompetitionbecamesointensethatTexasInstrumentsstoppedmarketingwatchesaltogether.,.,WhileTimexandotherswerefocusingonlower-pricedwatches,JapansSeikocapturedacommandingshareofthehigh-pricedgiftmarketforitsstylishandaccuratequartzwatchesbyobtainingstrongdistribution.Allofthisforcedmanytraditionalwatchmakerslikesomeoftheonce-famousSwissbrandstoclosetheirfactories.,.,ThenSwitzerlandsSwatchlauncheditscolorful,affordableplasticwatchesandchangedwhatconsumersseewhentheylookattheirwatches.Swatchpromoteditswatchesasfashionaccessoriesandsetthemapartfromthoseofotherfirms,whoseadssquabbledaboutwhosewatchesweremostaccurateanddependable.Swatchwasalsoabletoattractnewretailersbyfocusingitsdistributiononupscalefashionanddepartmentstores.Thetotalsizeofthewatchmarketincreasedbecausemanyconsumersboughtseveralwatchestomatchdifferentfashions.,.,Theeconomicdownturnintheearly1990sbroughtmorechanges.ConsumersweremorecostconsciousandlessinterestedinexpensivewatcheslikethosemadebyRolexthatwerethe“in”statussymbolafewyearsearlier.Thereemergenceofvalue-seekingcustomerspromptedTimextoreturntoitsfamousadvertisingtaglineofthe1960s:“Ittakesalickingandkeepsonticking.”Itspositionastheinexpensive-but-durablechoicehashelpeditstrengthenitsdistributionandhasgivenitalegupingettingshelfspacefornewproducts,suchasitsIndiglolineofwatches.,.,Bytheturnofthecentury,thetotalmarketforwatcheswasgrowingatonlyabout5percentayear.Tosparkhighersalesofitslines,Timexpushedtointroducemorewatchesthatcombinetime-tellingandotherneeds.Forexample,itswomensfitnesswatchincludesapulsetimerandon-screendisplays;anditsInternetMessengerwatch,forabout$100andamonthlyservicecharge,canreceiveshorttextmessages,likeanalertfromthewearersstockbrokerthatitstimetosell.,.,Ofcourse,allthenewfeaturescanmakeawatchmorecomplicatedtouse,soTimexisrefocusingontheneedforsimpleconveniencewithitsiControltechnology,whichitpromoteswithtrendyadsandthetagline“Ridiculouslyeasytouse.”Competitorsareonthemoveaswell.Forexample,CasiohasawatchwithaglobalpositioningsystemandSwatchisconsideringawatchwithasmartchipthatwillalsomakeitadebitcard.Withsuchchangesalwaysunderway,marketingstrategiesmustconstantlybeupdatedandrevised.,.,Dramaticshiftsinstrategy,likethosedescribedabove,maysurpriseconventional,production-orientedmanagers.Butsuchchangesshouldbeexpected.Managerswhoembracethemarketingconceptrealizethattheycannotjustdefinetheirlineofbusinessintermsoftheproductstheycurrentlyproduceorsell.Rather,theyhavetothinkaboutthebasicconsumerneedstheyserve,howthoseneedsmaychangeinthefuture,andhowtheycanimprovethevaluetheyoffertocustomers.Iftheyaretoonearsighted,theymayfailtoseewhatscominguntiltoolate.,.,Creativestrategyplanningisbecomingevenmoreimportant.Domesticandforeigncompetitionthreatensthosewhocantprovidesuperiorcustomervalueandfindwaystobuildstrongerrelationshipswithcustomers.Newmarkets,newcustomers,andnewwaysofdoingthingsmustbefoundifcompaniesaretooperateprofitablyinthefutureandcontributetothemacro-marketingsystem.,.,Post-reading,Answerthequestionsonthetext.1.Whataretheconventionalstereotypesofwatchandwatchads?2.WhatarethedifferencesoftargetmarketbetweenTimexandTexasInstrument?3.WhataretheparticularitiesaboutSwatch?4.WhatarethenewretailersofSwatch?5.Whatthecan“Control”technologybringtocustomers?,.,SectionBReadingskills,Howtodefinetheimportantdetails?Askyourselfwhetherthisdetailsupportsthetopic.Ifyouignorethisdetail,Askyourselfwhetherthisdetailconveyskeyinformation.Ifyoudeletethisdetail,Askyourselfwhetherthisdetailiscloselyconnectedwithotherkeydetails.Whereisthekeydetail?Itisintheexamples,explanationorargument.Itisdigitals,time,statistics,orabbreviations.Itisnames,jargons,capitals,ortables.,.,SpeedReadingTask,Letshaveaglimpseofmarketingstrategyplanningprocess.UsetechniquesforspeedreadingtofindouttheanswerstoExercise1asquicklyaspossible.,.,Trueorfalse,1._Theheadline“stickslikeQuattro”givesconsumerstheimpressionthatQuattrocanhelpthecartoholdtheroad.2._IfyoudevelopadifferentiatedpoisoninU.S.,thetargetcustomerswilljustmoveon.3._Trendsintheinternalmarketenvironmentmaymakeapotentialopportunitymoreorlessattractive.4._Aspecificscreeningcriteriacanhelpthemanagerdefineabettermarketingplan.5._ThebasicideabehindS.W.O.T.analysiscomesfromAnilyassonfeeladorabletosomechemicalsinstandarddetergents.,KEY:TFFTF,.,Sect