商务英语III-1高级商务英语学习与现代商务理念

1、1高级商务英语学习与现代商务高级商务英语学习与现代商务理念理念主讲: 林明金（副教授、硕导）Kotler on MarketingKotler on MarketingKotler on MarketingGlobalization and Localization Global Marketing VS Domestic MarketingShould we go global?The Marketing MixPricePriceImage copyright: www.freeimages.co.ukProductProductImage copyright: www.freeimage

2、s.co.ukPromotionPromotionPlacePlacePeoplePeopleProcessProcessPhysical EnvironmentPhysical EnvironmentThe Marketing MixTable : Old Economy vs. New EconomyTable : Tools for Tracking and Measuring Customer SatisfactionTable : Product-Oriented versus Market-Oriented Definitions of a BusinessTable : Stag

3、es in the Family Life CycleNobody is more important to the success of a business than its customers. Customer orientationCustomer orientationConsumer orientationConsumer orientationDetermining consumer wants Determining consumer wants and needs and developing products and needs and developing produc

4、ts to satisfy themto satisfy themTo exceed customer expectations, to build customer loyalty.Exceed customer expectationsToday business tries to Today business tries to exceed exceed customer expectationscustomer expectations by: by:“The perceived quality of The perceived quality of goods and service

5、s goods and services relative to the price”relative to the price”“What the customer What the customer wants,minus what wants,minus what they settle for”they settle for”Providing ValueProviding ValueReducing Customer Reducing Customer SacrificeSacrificeRelationship marketingRelationship marketingEsta

6、blishing and maintaining Establishing and maintaining long-term long-term satisfying relationssatisfying relations with both with both internal internal and external customersand external customers as well as well as suppliersas suppliersExternal customers and External customers and Internal custome

7、rsInternal customersExternal Customers: External Customers: People who buy a firms People who buy a firms productsproductsInternal: Employees whose job performance affects the ability to satisfy external customersThe Customer-Development ProcessThe Customer-Development ProcessFirst-time CustomersFir

8、st-time CustomersRepeat CustomersRepeat CustomersClientsClientsprospectsprospectsAdvocatesAdvocatesConverts customers into Converts customers into advocatesadvocatesCustomers needs change. And some businesses lose sight of these changes because they fail to listen to their customers.Business-to-busi

9、ness buyer vs. Customer Business-to-business buyer vs. Customer buyerbuyerConsumer Market:Good purchased by individual for personal useBusiness-to-businessGoods purchased to produce other goods and servicesMost firms cant serve all segments of a market.Market segmentationWhy segmentation? Market seg

10、mentationMarket segmentation MarketMarket segmentation segmentationFocusing marketing efforts at Focusing marketing efforts at specific groups whose members specific groups whose members havehave similar characteristicssimilar characteristics. . Target MarketTarget MarketA group of people who have A

11、 group of people who have similar wants and needs and similar wants and needs and who the organization identifies who the organization identifies as a potential market for its as a potential market for its goods or servicesgoods or servicesBase for Segmenting Consumer MarketBase for Segmenting Consu

12、mer MarketDemographicDemographicGeographicGeographicPsychographicsPsychographicsBehavioralBehavioralGeographic segmentationGeographic segmentationDEMOGRAPHIC SEGMENTATIONDEMOGRAPHIC SEGMENTATIONPsychographic segmentationPsychographic segmentationBehavioral segmentationBehavioral segmentationPrimary

13、influences on consumer Primary influences on consumer behaviorbehaviorThe process by which customers decide to select, buy, and use goods and servicesSocialSocialPersonalPersonalCulturalCulturalPsychologicalPsychologicalThe consumer buying processThe consumer buying processRecognition of need Recognition of need Research alternatives Research alternatives Purchase decision Purchase decision Post purchase evaluation Post purchase evaluation The cost of attracting a new customer is estimated to be five times the cost