商务口语-MarketingPPT课件

-,1,SunChao,BusinessEnglishLearningMarketing,-,2,Discussion:,Isthereanythingwouldoccurtoyourmindwhenlookingatanbottleofcocacola?,CocaCola,-,3,CarbonicaciddrinkCatching-eyesbottledesign,-,4,NosugarandlowcaloriesTheworldsbrand,-,5,WangLinqinastheGlamourThetopsponsorof2008OlympicGames,-,6,ThemainrivalofPEPSIcolaThedrinkof,PEPSI,-,7,TargetMarket,Whoexactlythosecustomersare（哈根达斯冰激淋）（辛巴克咖啡）,“客分三类，货分三级；先问乡里，后谈生意。”,-,8,MarketResearch,Collecting,analyzingandreportingdata,-,9,MarketResearch,Toreduceuncertaintyindecision-making:,“事不预则废，商不预则背。”,-,10,MarketResearch,Tohaveenoughinfoaboutthepotentialmarketandcustomerstastesandopinions（卖月饼）,-,11,MarketResearch,Tomonitortheeffectsofstrategies,“两眼盯着市场转，经营随着需求转。”,-,12,MarketResearch,Toidentifytheperformanceofacompanyoraproductinthemarket培养一批托儿,-,13,Vocabulary,SurveyQuestionnaireInterviewPutapollonourwebsiteInternalresearchPrimarydata,secondarydataFindings,-,14,SWOTanalysis,-,15,-,16,-,17,Strengths,AgoodimagetothepublicTheworldsbiggestburgersWorldwidefastchainsDiscountspolicyQuality,cleanliness,service,-,18,Weakness,JunkfoodsproblemsLackofdiversificationDown-marketimageEasily-copyformulaHighstaffturnover,-,19,Opportunities,LeadingoneofAmericanModelsThefastfoodcultureinvogueComing-downbarrierstointernationaltrade,-,20,Threats,Anti-globalizationCountlesssmallercompetitorsHealthyvaluepursuit,-,21,4Ps(themarketingmix),ProductPromotionPlacePrice,-,22,Discussion:,Whatisimportantwhendecidingtobuyaproduct?,-,23,PriceAfter-salesserviceQualityBrandPackagingImageAmbassador,-,24,Product,QualityFeaturesStyleBrandname,SizePackagingservices,-,25,Quality,letssay,thelifetimeofaproduct.Qualityspeaksforitself.“好马凭力气，好货凭名气”,-,26,“Inaneraofeyeballeconomy,high-qualityproductswithpoorpackagingcouldbeleftoutincold.”（什么是眼球经济？）,-,27,“After-salesserviceiskindofcommitment.”“Lipservicetothebuyersisshirkingresponsibilities.”“人不信则不立，店无信则不兴。”,-,28,Promotion,AdvertisingPublicrelations,PersonalsellingTips,-,29,Discussion:,Whatadvertisementimpressedyoumost?Forwhatproducts?Andtheslogans?,-,30,Communicatingthecompanysmessageandpromotingitsproducts,servicesandideastoexistingorpotentialcustomers,-,31,广告一登，死物逢生一分广告，十分获利,王婆卖瓜，自卖自夸广告虚夸，等于自杀,-,32,“Thepublicisinevitablyinfluencedbyadvertisementsintheireverydaylives.”,-,33,ImageAmbassador,Glamour,-,34,Afamousinternationaltennisstarisendorsingourproducts,sowereputhernameoneverything.,-,35,“Thebestformofadvertisingisprobablyword-of-mouth.货好不用吹，无翅也能飞,-,36,whichcouldprovetobeaconvincingadvertisementforfree.”（北京老字号）顾客夸你好，胜过登广告,-,37,“Avividandsmooth-readingsloganismorelikelytobeonthelipsofeverybody.”,-,38,“Goodtothelastdrop.”滴滴香浓，意犹未尽。（麦斯威尔咖啡）,-,39,Obeyyourthirst.服从你的渴望。（雪碧）,-,40,WeleadOtherscopy.我们领先，他人仿效。（理光复印机）,-,41,Tome,thepastisblackandwhite,butthefutureisalwayscolor.对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）,-,42,Askformore.渴望无限。（百事）Thetasteisgreat.味道好极了。（雀巢咖啡）,-,43,Thechoiceofanewgeneration.新一代的选择。（百事可乐）,-,44,Nobusinesstoosmall,noproblemtoobig.(IBM)没有不做的小生意，没有解决不了的大问题。,-,45,letsmakethingsbetter.让我们做得更好。飞利浦