商务英语unit4marketing我地盘做主

1、Doyouknowthesebrandnames? ImpossibleisChina Poetryinmotion，dancingclosetome. The best a man can get.When it absoluy,positivelyhastobethereovernight. Lifes good.Reachoutandtouchsomeone. Good to the last drop.Federal ExpressMaxwell HouseWhy do you buy a product?BasicAdesiretogainagreatexperience A des

2、ire to build relationshipsDoyouoftenbuythingsWhat isMarketing is the management process that identifies, anticipates and satisfies customer requirements profitably.-TheCharteredInstituteofMarketing(CIMDefinition1TheCharteredInstituteofMarketing(CIMMarketingisaboutmeetingtheneedsandwantsof If a young

3、 man ls his date shes in ligent, looks lovely, and is a great conversationalist, hes saying the right things to the rightand thats marketing. If theyoungman ls hisdate how handsome, smartand successful he is thatsadvertising. If someone else ls the young woman how handsome, smart and successful her

4、date is thats public relations.-byS.H.Emphasis is on the product.Emphasisisoncustomersmakestheproductandthenfiguresouthowtoselldetermines customers wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented. Planningisshort-term,intermsoft

5、odaysproductsandPlanningislongterm,inthesenseofnewproducts,tomorrowsmarkets,andfutureStresses needs of seller.StresseswantsofTheMarketingMix 市场组The4PsofMarketing ChoosetherightproductwiththeappropriatepositioningintheProductisabundleoftangible orintangibleattributesthatindividualsregardassonecessary

6、or worthwhile to exchange money or some other unit of value to acquire it.Tangible-goodsonthe prestige, reputation of goods services(warranty,repair,delivery)Otherintangibleanizations - Profit (businesses) and nonprofit(schoolsandchurches). s entertainers, sports figures, doctors and lawyers.Places-

7、BusinesssitesandIdeas(socialideasmarketing) public health ns,environmental ns,andothers such as family planning, or .Levelsofa Coreproduct(benefit)产品 Actual product 有形产品 Augmented product 引申产品Core Itisthe dominantbenefitthattheconsumerexpectsfromaproduct. It varies fromActualProduct Brand name Quali

8、ty level Exercise:MatchtheappropriatewordwiththeAuniquesetofassociationsinthemindsofcustomersconcerningwhatabrandstandsA.BrandB.brandC. brandD.brandThe knowledge which consumers have of a brand. Exercise:Matchtheappropriatewordwiththedefinition.A.BrandB.brandC. brandD.brand Usingasuccessfulbrandname

9、tolaunchaproductinanewcategory. Exercise: Match the appropriate word with the definition.A.BrandB.brandC. brandD.brandAfamousbrandwithlongExercise:MatchtheappropriatewordwiththeA.LuxuryB.classicC.BrandD.brandThebrandwiththelargestmarketshare. Luxury brandB. classic brandC.BrandD.brandAbrandassociate

10、dwithexpensive,highqualityproducts. Luxury brandB. classic brandC.BrandD.brandAugmented Product Warranty 保单 Delivery&Credit AutowarrantiesinIn January 2013, teral Administration of Quality Supervision, Inspection and issued the 3R regulation - repair, replacement or return - which is also called the

11、 three guarantees in Chinese. It is set to take effect on Oct 1.Product line Productitem Product mixProductLine 产品线/AgroupofcloselyrelatedProductItem A product item is a specific version of a product that can be designated as a distinct offering among an anizations products.ProductMix Product mix is

12、 the total composite of products offered by a particularCollaborative task and discussion:Yourcompanyislosingitsshare inrazormarketrecently.Youhave beenaskedtolookintothis situation. Discuss the situation together and decide:Whatarethereasonsbehindyourcompanyslosingmarketshare What measures can be t

13、aken to improve the situation.Promotion is a set of activities by which a company delivers message to the market for the purpose ofaffectingthecustomersbehavior,establishingthe companysreputationandincreasing CoreofPromotion- Delivering message Any paid form of nonal presentation and promotion of id

14、eas, goods, or services by an identified sponsor.Printads,radio,evision,billboard,mailshots,brochuresandcatalogs,signs,in-storedisplays, posters, banner ads, spamIts great when you get a free () because you can really see what its like. Imnotsureabout( ).When Ivisitawebsite,IdontthinkIevennotice the

15、m. ( ) are cheap but lots of people probably throw the leaflet away.People use ( ) less and less because they can just go online if they want to find out whats I tend to listen to my friendsmendations more than anything else, so ( ) is the most effective for me.A.B.C.D.WordofE.Think aboutthefollowin

16、gquestionswhenyouwatchtheadvert What is the product or company?WhoistheHoweffectivedoyouthinkitis?Reacheslarge,geographicallydispersedaudiences,oftenwithhighfrequency Low cost per exposure, though overall costs are highConsumersperceiveadvertisedgoodsasmorelegitimate Effectiveatreachingawideaudience

17、 al;one-wayGoodforbuildingNotgoodatgettingcustomerstomakeafinalpurchasingalDirectalcommunicationwithoneormorecustomersinordertoobtainaSales presentations, emarketing, sales meetings, sales training and incentive programs for intermediary salespeopleAdvertising;SalesalWhich to choose:al SellingProduc

18、t is technically complexThepurchasetendstoinvolvelargesumsofmoney Customers are concentratedProductiscustomProductissimpletounderstand Product is of low valueCustomersaregeographicallydispersed Product is standardizedTraitsofGood 坚持 自 信 Job commitment 投入keenobservation DifferentNamesforSalespeople S

19、ales consultantsSales RepresentativesAccount ExecutivesSales EngineersDistrict ManagersMarketingAccountDevelopmentProsand Mosteffectivetoolforbuildingbuyerspreferences,convictions,andactions al interaction allows for feedback and adjustments SalespeoplesometimesareseenasaggressiveandHigh-employinga

20、salesforcehasmanyhiddencostsinadditiontoSalesPromotion 销售促进/Itisamasscommunicationtechniquethatoffersshort-termincentivestoencouragethepurchase or sale of a product or service.Itcanbe edatfinalbuyers,retailersandwholesalers,businesscustomers,andmembers of the sales force.Sales Reasonstobuyconsumer p

21、romotion（面向）消费者促销 trade promotionsales-force promotion（面向）销售促销Sales CashRefundsPrice packs 一揽子定价 Onlinecouponing 网上券 Patronage Rewards 常客回报Point-of-PurchaseCommunications 点促ContestsGamesandSweepstakes Airlines use frequent flyer for its regular customers which you can redeem for a free air Banksawar

22、dpointsoncreditcardpurchasewhichcanbeusedtogetdifferentPointofpurchasecommunication(POPUltimatepurposeofPOPmarketing：getthecustomertomakeanimpulseProduct display: candy, magazines placed at the checkout, posters, signs or specially created Suggestadditionalfoodata AddawarrantyontoanexpensiveappliancePlacebatteriesnextto