Chapter Thirteen Marketing Mix第十三章营销组合

ChapterThirteenMarketingMix

MarketingMix市场组合

市场组合即营销手段，是市场营销中的一个最基本概念，指企业根据顾客的需求来确定可控营销因素的最佳组合。在企业探索消费者需求的过程中，他们的探索主要在---4p、6p、7p、10p和11p。产品(product)质量、功能、款式、品牌、包装

价格(price)合适

促销(promotion)好的广告

分销(place)建立合适的销售渠道

4PPre-readingactivityDoyoulikethesedrinks?Whatisyourfavoritedrink？Doyoulikeitforitstastealone,ordootherattributes,suchascleverads,attractive,packaging,andoverallimage,alsocontribtetoyourbrandpreference?Canyourecognizethisadvertisement?Whatisthebrand?NikeFunkFunk(放客)的本意是流行于美国70年代的一种追求自由表现的音乐和舞蹈，放客篮球则是一种倡导自由创意和独立风格的篮球文化，当时在美国独领风骚的ABA(美国篮球协会)篮球联赛就是放客篮球的化身。当时，他们的追随者们穿着紧身、怪异的服装，发型语言都独树一帜。现今世界篮坛最耀眼的招式--三分线和扣篮，甚至是人们为之倾倒的乔丹从罚球线起跳扣篮也是ABA球星的创造。而在当时的NBA（美国职业篮球协会）中，这些都是离经叛道、被正统篮球的拥护者们批评的动作。也因为如此，ABA才成为同时期流行放客文化的最佳代表。EnjoytheclassicadvertisementofNikeDecisionsaboutmarketinginvolvestrategiesforfourareasofmarketingactivity.Canyouguesswhattheyare,andcompletethestatement?Weusefourwordstodescribetheareas,andallofthemstartwithletter“P”.TheyareProduct,Place,_____and_________.PricePromotionPassageAInordertoachievethemarketingobjectives,astrategythatincludesdifferentelements---thevariouspartsofthemarketingmixisneeded.Thedecisionmakermusttryandgetthebalancebetweenthedifferentelements.The4Psofthemarketingmixinclude:Product:itdefinesthecharacteristicsoftheproductorservicetomeetthecustomers’needs.Thestrategyincludesdecisionsaboutpackagedesign,brandname,trademarks,warranties,productimage,newproductdevelopment,andcustomerservice.Price:identifyingthetotalcostoftheuser(whichislikelytobehigherthanthechargeyoumake)isapartofthepriceelement.Itisoneofthemostdifficultareasofmarketingdecisionmakinginsettingprofitableandjustifiablepriceforthefirm’sproductofferings.Promotion:thisincludesadvertising,personalsellingandsalespromotions.Publicrelationsisalsoincludedwithinpromotionbymanymarketingpeople.Placeordistribution:itmeanslookingatlocationandwhereaserviceisdelivered.Itensurescustomersreceivetheirpurchasesintheproperquantitiesattherighttimesandlocations.Indentifythefourareasofthemarketingactivitythatweneedtoconsiderinthemarketingstragegy.Product:itdefinesthecharacteristicsoftheproductorservicetomeetthecustomers’needs.Price:identifyingthetotalcostoftheuser(whichislikelytobehigherthanthechargeyoumake)isapartofthepriceelement.Promotion:thisincludesadvertising,personalsellingandsalespromotions.Placeordistribution:itmeanslookingatlocationandwhereaserviceisdelivered.Doyoustillremembertheabovetrademark?星巴克HaveyoutriedEspressoRoastinStarbucks?Doyouliketheflavor?n.特权,公民权n.给别人经营联营特许权的公司或制造厂n.总经销商,有代销权的人或团体n.百分比adv.作为...的报答franchisefranchisorfranchisee

inruturnforpercentagen.营业额,成交量turnovern.固定的酬金fixedfee

Newwordspromotionaladj.推销的geographicarean.地区PassageAAFranchisersellstherighttouse/sellaproductorservicetoafranchisee

inreturnforafixedfeeand/orpercentageoftheturnover,forexample:McDonald’s.Whydotheybuyafranchise?Existingandestablishedproduct.Cheapermarketresearchandpromotionalcosts.Mayreceivehelpandtrainingfromfranchiser.Cansharemarketingcostsandnewproductdevelopmentcosts.Lowerstartupcosts.Whydotheysellafranchise?Quickgrowth.Cancoverageographicareamorequickly.Providingfunds.Choosethecorrectadvantagesoffranchiseforfranchisorandfranchisee.Cancoverageographicareamorequickly.Providingfunds.Cansharemarketingcostsandnewproductdevelopmentcosts.Cheapermarketresearchandpromotionalcosts.Mayreceivehelpandtrainingfromfranchisor.Lowerstartupcosts.Quickgrowth.Existingandestablishedproduct.FranchisorFranchisee1、Cancoverageographicareamorequickly.2、Providingfunds.7、Quickgrowth.3、Cansharemarketingcostsandnewproductdevelopmentcosts.4、Cheapermarketresearchandpromotionalcosts.5、Mayreceivehelpandtrainingfromfranchisor.6、Lowerstartupcosts.8、Existingandestablishedproduct.AnswersLearnthefollowingwordsandexpressions.1.established2.fixed3.percentage4.turnover5.geographic6.provide7.right8.inreturnfor9.existing10.share11.startupBlankfilling1.Basichuman______hasnotbeenmetinanypartsaroundtheworld.2.Hehasdoneeverythingsheasked________herforgivenness.3.Thetimeableisnot_______yet,anditmaychangeaccordingly.4.Whatisthe____________ofteenpregnancy?5.Thetextileexport__________hasbeenincreased67%thisyearinChina.rightinreturnforfixedpercentageturnover6.The________difficultyofsavingpeopleintheearthquakeislackofequipment.7.___________productsmeanstheproductshavealreadybeenonthemarket.8.Idon’twantto______theapartmentwithher.9.The_________feeisbeyondmyability.10.National_________ismyfavoritemagazine.11.Thisjob_________meanopportunitytolearnfromexperiencedworkers.existingEstablishedsharestartupGeographicprovidesTipsAcompanyhasaseparatelegalidentityfromitsowners.Commontypesofbusinessare:soletrade,partnership,co-operative.跨国公司位置，场所

总部原材料利用multinationallocationheadquartermakeuseofrawmaterial避免，消除avoid资源resourceNewwords&Expressionslegislation立法jointventure合资公司1.Mulinationalsarefirmswithproductionbasesinmorethanonecountry;theymayhavelocationsaroundtheworldbuthavetheirheadquartersinonecountry.2.Toavoidlegislationintheirowncountrywhichmaypreventfirmsgettingtoobig.3.Jointventurearecompaniesworktogetheronspecificprojects.Theycansharecostsandprofits.跨国公司是指生产基地不止再一个国家的公司，他们的实体可能遍布全世界，但总部在一个国家。为了规避本国限制企业扩张太大的法律条文。合资公司是再特定项目合作的公司，合作期间共同承担费用，共享利润。DifficultSentencesMultinationalsarefirmswithproductionbasesonmorethanonecountry;theymayhavelocationsaroundtheworldbuthavetheirheadquartersinonecountry,e.g.BPShell.Reasonsforbecomingmultinational:Tomakeuseofresourcesabroad,e.g.rawmaterials.Tobeclosertomarkets.Toavoidlegislationintheirowncountrywhichmaypreventfirmsgettingtoobig.Togaintaxadvantagesorgrantsfromoverseasgo