商务英语阅读_Unit 7关于市场PPT课件

.,1,UnitSeven,Whatisallaboutmarketing?,.,2,Objectives,Getthestudenttobefamiliarwiththeconceptofmarketing.Cultivatethestudentsabilityofproblem-solving.Helpthestudentstograspthetechniquesforfastreading.,.,3,SectionA,Introduction“Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offeringandfreelyexchangingproductsandvaluewithothers.”PhilipKotler,.,4,Pre-reading,Beforereadingthefollowingpassage,answerthequestion:Whatdoyouthinkarethekeyingredientsinmarketing?,.,5,TextCoreMarketingConcepts(I),Toexplainthisdefinition“Marketing”,wewillexaminethefollowingimportantterms:needs,wants,anddemands;productsandservices;value,satisfaction,andquality;exchange,transactions,andrelationships.ThefollowingFigureshowsthatthesecore-marketingconceptsarelinked,witheachconceptbuildingontheonebeforeit.,.,6,.,7,Needs,Wants,andDemandsThemostbasicconceptunderlyingmarketingisthatofhumanneeds.Humanneedsarestatesoffeltdeprivation.Theyincludebasicphysicalneedsforfood,clothing,warmth,andsafety;socialneedsforbelongingandaffection;andindividualneedsforknowledgeandself-expression.Theseneedswerenotinventedbymarketers;theyareabasicpartofthehumanmakeup.,.,8,Wantsaretheformhumanneedstakeastheyareshapedbycultureandindividualpersonality.AnAmericanneedsfoodbutwantsahamburger,Frenchfries,andasoftdrink.ApersoninMauritiusneedsfoodbutwantsamango,rice,lentils,andbeans.Wantsareshapedbyonessocietyandaredescribedintermsofobjectsthatwillsatisfyneeds.,.,9,Peoplehavealmostunlimitedwantsbutlimitedresources.Thus,theywanttochooseproductsthatprovidethemostvalueandsatisfactionfortheirmoney.Whenbackedbybuyingpower,wantsbecomedemands.Consumersviewproductsasbundlesofbenefitsandchooseproductsthatgivethemthebestbundlefortheirmoney.AHondaCivicmeansbasictransportation,affordableprice,andfueleconomy;aLexusmeanscomfort,luxury,andstatus.Giventheirwantsandresources,peopledemandproductswiththebenefitsthatadduptothemostsatisfaction.,.,10,Outstandingmarketingcompaniesgotogreatlengthstolearnaboutandunderstandtheircustomersneeds,wants,anddemands.Theyconductconsumerresearchaboutconsumerlikesanddislikes.Theyanalyzecustomerinquiry,warranty,andservicedata.Theyobservecustomersusingtheirownandcompetingproductsandtrainsalespeopletobeonthelookoutforunfulfilledcustomerneeds.,.,11,Intheseoutstandingcompanies,peopleatalllevelsincludingtopmanagementstayclosetocustomers.Forexample,topexecutivesfromWal-Martspendtwodayseachweekvisitingstoresandminglingwithcustomers.AtDisneyWorld,atleastonceinhisorhercareer,eachmanagerspendsadaytouringtheparkinaMickey,Minnie,Goofy,orothercharactercostume.Moreover,allDisneyWorldmanagersspendaweekeachyearonthefrontlinetakingtickets,sellingpopcorn,orloadingandunloadingrides.AtATsoisavisittoNiketown.Infact,asproductsandservicesincreasinglybecomecommodities,experienceshaveemergedformanyfirmsasthenextstepindifferentiatingthecompanysoffer.Inrecentyears,forexample,arashofthemestoresandrestaurantshaveburstontothesceneoffering.,.,15,StoressuchasNiketown,Cabellas,andRecreationalEquipmentIncorporateddrawconsumersinbyofferingfunactivities,fascinatingdisplays,andpromotionalevents(sometimeslabeled“shoppertainment”or“entertailing”).AtthemerestaurantssuchastheHardRockCafe,PlanetHollywood,ortheHouseofBlues,thefoodisjustapropforwhatsknownas“eatertainment.”,.,16,Thus,thetermproductincludesmuchmorethanjustphysicalgoodsorservices.Consumersdecidewhicheventstoexperience,whichentertainerstowatchontelevision,whichplacestovisitonvacation,whichorganizationstosupportthroughcontributions,andwhichideastoadopt.Totheconsumer,theseareallproducts.Ifattimesthetermproductdoesnotseemtofit,wecouldsubstituteothertermssuchassatisfier,resource,ormarketingoffer.,.,17,Manysellersmakethemistakeofpayingmoreattentiontothespecificproductstheyofferthantothebenefitsproducedbytheseproducts.Theyseethemselvesassellingaproductratherthanprovidingasolutiontoaneed.Amanufacturerofdrillbitsmaythinkthatthecustomerneedsadrillbit,butwhatthecustomerreallyneedsisahole.,.,18,Thesesellersmaysufferfrom“marketingmyopia”theyaresotakenwiththeirproductsthattheyfocusonlyonexistingwantsandlosesightofunderlyingcustomerneeds.Theyforgetthataproductisonlyatooltosolveaconsumerproblem.Thesesellerswillhavetroubleifanewproductcomesalongthatservesthecustomersneedbetterorlessexpensively.Thecustomerwiththesameneedwillwantthenewproduct.,.,19,Post-reading,Answerthequestionsonthetext.1.Whatarethetermsonediscussedinthearticle?2.Whatarethehumanneeds?3.Whatelementsshapehumanwants?4.Forwhatpurposedopeopleatalllevelsincludingtopmanagementstayclosetocustomersinsomeoutstandingcompanies?5.Whatarethepeoplesbetterstandardofproductsaccordingtothearticle?6.Whatisthedefinitionofproduct?7.WhatactivitiesdoesNiketownoffertodrawtheircustomers?8.Whatisthemistakethatmanysellersmake?,.,20,SectionBReadingskills,ImportanceofDetailsDetailsareabletoexpressandincludealargeamountofinformationandthesetwoarecomplementarytoeachother.Thedetailsaremainlyembodiedinthestatistics,data,descriptiveinformation;andtoprovideareferencecase,orquotations.,.,21,Speedreadingtask,Letshaveaglimpseofmoreconceptsofmarketing.UsetechniquesforspeedreadingtofindouttheanswerstoExercise1asquicklyaspossible.,.,22,Trueorfalse,1._Exchangeisonewaythatpeoplecanhaveasatisfiedobject.2._Exchangehasbeenusedaswayofsatisfyingneeds.3._Exchangeistheconceptofmarketingaswellasunitofmeasurement.4._Youpaysears$350foraTVsetisatypicaltransaction.5._Increasingly,marketingisshiftingtobuildingmutualbeneficialrelationshipswithcustomers,distributors,dealersandsuppliers.,KEY:TTFTT,.,23,SectionCCaseStudy,TaskDiscussthefollowingquestionsingroups:HowwouldyourecommendthatHarryproceeds?DrafttheoutlineofareportthatHarrymightpreparefortheboard,settingouttheargumentsinfavorofadoptingamarketingapproach.Wh