体验商务英语 综合教程3Unit 2 Brands.

1、Unit 2 Brands marketing What is Marketing : brands two crabs meeting; two monsters; a viking ship. QuestionsQuestions Discussion Three promotions Reasons: expensive/ poor quality/ competition/ product range Raise brand awareness: Ad./product presentation/ sponsorship/ free sample/ book show Improve

2、sales: Discount/service: free delivery/ group purchase/ order in bulk/ shops in megacenter Skills Taking part in meetings Most businesses have three types of prospects: cold, warm and hot. Cold prospects know little or nothing about your business. Warm prospects are familiar with your company and ar

3、e about midway through the sales cycle. Your companys hot prospects are those closest to closing or whove purchased from you in the past. Either youve successfully moved them through the sales cycle by exposing them to multiple marketing messages and sales contacts, or theyve come to you by way of r

4、eferral and simply need a bit more information or personal selling to make a purchase or sign a contract. When creating your marketing program, its essential to include at least one marketing tactic to reach each of these types of prospects. Cold prospects, for example, might be reached through news

5、paper ads or direct mail, warm prospects via an e-mail marketing campaign, and hot prospects might respond best to PowerPoint presentations along with face-to-face selling to add the final heat to close sales. Choose a mix of tactics thatll reach and motivate your prospects and fit your companys mar

6、keting budget. A supplementary reading about how to improve sales Skills Taking part in meetings Factors to be considered when trying to improve sales Target customer Special products Service Discount Brand image Share of market Competitor Location of shops ect. CASE STUDY Caferoma Background Compan

7、y Product Brand Image Features Price Headquarters Pan European Food & Drink Company Coffee Caferoma Exclusive, Italian-style, ground coffee for gourmets Strong full-bodied flavor, slightly bitter taste High Turin, Italy CASE STUDY Caferoma Problems Problem Reasons Its share of the European quality g

8、round coffee market has declined by almost 25%. Brand loyalty: People prefer lower-priced coffee products. Price: Similar products are offered at much lower prices. Copycat products: Other brands of Italian-style ground coffee are 30 40% cheaper. Brand image: Caferoma is out of date. Too expensive &

9、 out of dateToo expensive & out of date CASE STUDY Caferoma Possible solutions Repositioning the product Pricing Advertising Multiple brands Own-label products New products Brand stretching Change the target market lower the price by 20 30% Launch a new advertising campaign Sell Caferoma under diffe

10、rent brand names at lower prices Sell Caferoma under supermarkets own labels Make instant or decaf coffee products under Caferoma brand Allow coffee equipment manufacturers to use the brand on their products CASE STUDY Caferoma Task You are members of PEFDs European marketing team. Hold an informal

11、meeting to discuss Caferomas problems. Decide what actions are necessary to halt the decline in the products market share and to increase profits. CASE STUDY Writing Write a memo for the attention of Caferomas Managing Director, Mario Cumino. Summarize what action you agreed to take at the meeting t

12、o solve Caferoms problems. Explain your reasons. Skills Taking part in meetings Sample writing for unit 1 To: Micheal Chau From: Sue Pei Re: solutions to the problem in Fortune Garment Date: 23th September Morale in Fortune garment is low among managers and lower level staff, and reasons are found after a discussion in the department meeting. Man