商务英语unit4-Marketing

Marketing,Marketinghaslongbeenconsideredoneofthebasicfunctionsofbusinessorganizations.Morerecently,ithasbeenarguedthatitisthecentralfunction,towhichtheotherdepartmentsmustallbesubservient.,WhatisMarketing?,Kotlersdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”Marketingisaprocessbywhichcompaniescreatevalueforcustomersandbuildstrongcustomerrelationshipstocapturevaluefromcustomersinreturn,MarketingManagement,Marketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.,DevelopmentofMarketingPhilosophy,SocietalMarketingConcept,MarketingConcept,ProductionConcept,ProductConcept,SellingConcept,traditional,modern,MarketingManagementOrientations,ProductionConcept,ProductConcept,SellingConcept,MarketingConcept,SocietalMarketingConcept,ConsumersfavorproductsthatareavailableandhighlyaffordableImproveproductionanddistribution,Consumersfavorproductsthatofferthemostquality,performanceandinnovativefeatures,Consumerswillbuyproductsonlyifthecompanypromotes/sellstheseproduct,Focusesonneeds/wantsoftargetmarketsanddeliveringsatisfactionbetterthancompetitors,Focusesonneeds/wantsoftargetmarketsanddeliveringsuperiorvalueSocietyswell-being,Keyconcepts:,CustomerLifetimeValue:Thevalueofentirestreamofpurchasesthatacustomerwouldmakeoveralifetimeofpatronage.,Keyconcepts:,Customerequity:Thetotalcombinedcustomerlifetimevaluesofallcustomers.Measuresafirmsperformance,butinamannerthatlookstothefuture.,Keyconcepts:,CRMCustomerrelationshipmanagement.“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.”Attracting,retainingandgrowingcustomersBuildingcustomerrelationshipsandcustomerequity,Keyconcepts:,ShareofcustomerTheportionofthecustomerspurchasingthatacompanygetsinitsproductcategories.GrowingshareofcustomerCross-sellingUp-selling,Keyconcepts:,Cross-sellingistheactofsellingrelatedproductsatthetimeandpointofsale.examples:Youbuytrousers,thesalespersonoffersyoutheshirt,tie,cufflinks,shoes.Youbuyacomputer,thesalespersonoffersyouaprinter,scanner,software.Whendonewellcross-sellingwilldramaticallyimproveyoursales,profitsandcustomersatisfaction.Donepoorlyitwilldrivecustomersaway.ItisNOTpressureselling.,LeviStraussValue-DeliveryNetwork,Competitionisbetweennetworks,notcompanies.Thewinneristhecompanywiththebetternetwork.,Sears(Retail),PartnerrelationshipmanagementWorkingcloselywithpartnersinotherdepartmentsofthecompanyoroutsideofthecompany,Couldyoudefinethefollowingconcepts?,MarketsegmentationMarketsegmentTargetmarketingMarketpositioningMarketingmix,Couldyoudefinethefollowingconcepts?,Marketsegmentationisthedivisionofamarketintodistinctgroupsofbuyerswhohavedistinctneeds,characteristics,orbehaviorandwhomightrequireseparateproductsormarketingmixes,Couldyoudefinethefollowingconcepts?,MarketsegmentisagroupofconsumerswhorespondinasimilarwaytoagivensetofmarketingeffortsTargetmarketingistheprocessofevaluatingeachmarketsegmentsattractivenessandselectingoneormoresegmentstoenter,Couldyoudefinethefollowingconcepts?,Marketpositioningisthearrangingforaproducttooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofthetargetconsumerMarketingmixisthesetofcontrollabletacticalmarketingtools,IntroductionofXiaomi,privatelyownedChineseelectronicscompanyheadquarteredinBeijingChina.oneofChinasbiggestelectronicscompaniesthatdesigns,develops,andsellssmartphones,mobileapps,andconsumerelectronics.,HighsalesvolumeHighpopularityHighgrowthSuccessful,Howcanxiaomibesuccessful?,AnalysisoftheSuccessofXiaomiModel1:TheMarketingTheoryof4Ps,Product,Theproductisthephysicalproductorserviceofferedtotheconsumer.Inthecaseofphysicalproducts,italsoreferstoanyservicesorconveniencesthatarepartoftheoffering.Productdecisionsincludeaspectssuchasfunction,appearance,packaging,service,warranty,etc.,Price,Pricingdecisionsshouldtakeintoaccountprofitmarginsandtheprobablepricingresponseofcompetitors.Pricingincludesnotonlythelistprice,butalsodiscounts,financing,andotheroptionssuchasleasing.,From699rmbto2499rmb,Place,Place(orplacement)decisionsarethoseassociatedwithchannelsofdistributionthatserveasthemeansforgettingtheproducttothetargetcustomers.Thedistributionsystemperformstransactional,logistical,andfacilitatingfunctions.Distributiondecisionsincludemarketcoverage,channelmemberselection,logistics,andlevelsofservice.,SalesonlineNophysicalshopLessmarketingcostLessadministrationexpenseQuickdelivery,Promotion,Promotiondecisionsarethoserelatedtocommunicatingandsellingtopotentialconsumers.Sincethesecostscanbelargeinproportiontotheproductprice,abreak-evenanalysisshouldbeperformedwhenmakingpromotiondecisions.Itisusefultoknowthevalueofacustomerinordertodeterminewhetheradditionalcustomersareworththecostofacquiringthem.,2.Hungrymarketing,3.discount,AnalysisoftheSuccessofXiaomiModel2:TheMarketingTheoryof3Rs,Basedon4Ps,顾客保留（Retenti