《 市场营销英语》 课件U3 Four Marketing Strategy Examples from Successful Brands

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材03UnitFourMarketingStrategyExamplesfromSuccessfulBrandsPartⅠChatFreelySarah:Goodmorning,Jamie.I’mSarah,yoursupervisor.Welcomeonboard.Iwillhelpyouduringthesefirstfewweeks.Jamie:Hi,Sarah.Thanks!I’malittlenervous,butreallyexcitedtostart.Sarah:Don’tworry!That’snormal.You’llseealotofnewthingsonyourfirstday.Readyforit?Jamie:Yes!I’lltrytokeepup.What’smyfirsttask?Sarah:You’llassistthePublicRelationsteam.ThecustomerpartyinDecemberisapproaching, sotheyneedadditionalhelp.Jamie:Thatsoundsinteresting!I’dliketohelp.CouldyougivemesometipsbeforeIstart?ChinesePartⅠChatFreelySarah:Sure!First,beagoodlistener.Manypeoplethinkmarketingisallaboutspeaking,butyoshouldlistentocustomersfirst.Jamie:Thatmakessense.Couldyoupleasetellmehowtodomyjobbetter?Sarah:Paycloseattentiontocustomers’feedbackandneeds.Also,listencarefullytoyourcolleagues’insights.Jamie:Gotit.WhatelseshouldIkeepinmind?Sarah:Themarketingfieldmovesfast.Keeplearning,staycurious,anddon’thesitatetoask questionsifyou’reunsure.ChinesePartⅠChatFreelyJamie:OK.I’llfollowindustrynewsandcontinuelearning.Sarah:Great!You’reofftoagoodstart,Jamie.Jamie:Thanks, Sarah!I’mlookingforwardtothis.Let’sgo!ChinesePartⅠChatFreely第一天上班的新营销员工莎拉：早上好，杰米。我是莎拉，你的主管。欢迎加入。在接下来的几周里我会帮助你。杰米：嗨，莎拉。谢谢！我有点紧张，但真的很兴奋能开始工作。莎拉：别担心！这很正常。第一天你会看到很多新事物。准备好了吗？杰米：准备好了！我会努力跟上的。我的第一个任务是什么？莎拉：你要协助公关团队。十二月的客户聚会快到了，他们需要额外的人手。杰米：这听起来很有趣！我很乐意帮忙。开始之前您能给我一些建议吗？BackPartⅠChatFreely莎拉：当然可以！首先，要善于倾听。很多人认为营销就是说话，但你应该先倾听客户的意见。杰米：有道理。你能告诉我怎样才能把工作做得更好吗？莎拉：密切关注客户的反馈和需求。同时，也要认真倾听同事的见解。杰米：明白了。还有别的需要注意的吗？莎拉：营销领域变化很快。要不断学习，保持好奇心，如果不确定不要犹豫要去多提问问题。BackPartⅠChatFreely杰米：好的。我会关注行业新闻，继续学习。莎拉：太好了！杰米，你有个不错的开端。杰米：谢谢，莎拉！我很期待这次活动。走吧！BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

Islisteningthemostkeyskillformarketingprofessionals?Ifyes,why?Ifnot,whatskills mattermore?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswith yourgroupmembers:Writedownabrandyou’veliked recently.Whatmarketingaspect(ad,slogan,quality,price,etc.)firstcaughtyourattentionandmadeyouinterested?Why?PartⅡReadDeeplyFourMarketingStrategyExamplesfromSuccessfulBrands

Imagineaworldwhereyourmarketingstrategiesarefresh,advanced,andhavethepowerto attractyourtargetcustomers.Well,thatworldiswithinyourreach.Thekeyliesinlearningfrom thosewhohavemasteredtheartofmarketingandhaveachievedremarkablesuccess.

1.Nike:EmbracingBrandStorytelling

Nike’smarketingstrategyismarkedbystorytelling.Bypartneringwithlegendaryathletes likeMichaelJordan,Nikeconnectsitsbrandwithwell-knownpeople,creatingasenseofexcellenceandsuccess.Thefamous“JustDoIt”slogan,launchedin1988,hasbecomeauniversalcalltoaction,encouragingusalltoachieveourdreams.Italsochallengesself-limitingbeliefsimposed bysocietyandinspiresindividualstoovercomeobstacles.Whileothersmightsay,“Can’tdoit,”Nike’sresponseis,“Justdoit.”Nike’sremarkablesuccessinthesportswearindustrycanbeattributedtoitsmasteryofstorytellingthatgoesbeyondproductpromotion.ChinesePartⅡReadDeeply

2.Dove:ServingaHigherPurpose

Manybrandshaveanarrowdefinitionofwhotheyareandhowtheyshouldcommunicate withconsumers.Butthebestbrandsseethemselvesasservingahigherpurpose.Overthelast fewdecades,Dovehasexpandeditsvisionofwhataskincareandbeautybrandshouldbe.Itseesitselfasabrandthatnotonlyhelpsconsumerstohavebetterskinbutalsohaveahigherself-esteem. In2004,Dove’s “RealBeautyCampaign”waslaunchedafteraglobalstudyrevealed statisticsaboutwomen’sself-esteem:Only2%ofwomenconsideredthemselvesbeautiful.ThisresearchmadeDoveaimtochangethetraditionalbeautystandards,inspiringwomenworldwidetoembracetheiruniquebeauty.Theslogan“RealBeauty”isreceivedgloballyandgeneratesdiscussiononself-acceptance.Byeffectivemarketingstrategies,Dovehassuccessfullyestablishedaremarkablereputationand hasbeenincreasingbrandawarenessaroundtheworld. ChinesePartⅡReadDeeply

3.Haier:PuttingCustomersFirst

Haier,awell-knownappliancesbrand,hasestablisheditselfasaleaderintheindustry.One ofthekeyelementsofHaier’smarketapproachisitsstrongfocusonputtingcustomersfirst.The companyplacesahighvalueonunderstandingtheneedsandpreferencesofitscustomersand strivestodeliverproductsandservicesthatexceedtheirexpectations.Bylisteningtofeedback, conductingmarketresearch,andtalkingwithconsumers,Haierensuresthatitsproductsaretailoredtomeetthechangingdemandsofthemarket.Haier’safter-salesserviceisalsooutstanding.ChinesePartⅡReadDeeply

4.Xiaomi:BuildinganEcosystemofInnovation

Xiaomihasmadeitsplaceasamarketleaderthroughitsinnovativemarketingstrategies.At first,Xiaomifocusedonproducingsmartphonesbuthassinceexpandeditsproductlinetoincludetablets, laptops, smarthomedevices,andotherconsumerelectronicsitems.Thisdiversification hasallowedXiaomitomeetawiderrangeofconsumerneeds.Xiaomi’secosystemapproach, offeringawiderangeofsmartdevicesandservices,hasenhancedtheuserexperienceandbuilt brandloyalty.

Greatbrandsdon’tbecomegreatbysheerluck.Theirsuccessisaresultofacombination ofmanyfactors,andbrandstrategyisatthecentrestage.Howmanyfamousmarketingstrategyexamplesfromotherbrandsdoyouknow?ChinesePartⅡReadDeeply4个成功品牌营销策略案例想象这样一个世界，你的营销策略是全新且前沿的，有能力吸引你的目标客户。那个世界就在你的触手可及之处。关键在于向那些掌握了市场营销诀窍并大获成功的品牌学习。1.耐克：讲述品牌故事耐克的营销策略是讲述故事。通过与迈克尔·乔丹等传奇运动员合作，耐克是讲述故事。通过与迈克尔·乔丹等传奇运动员合作，耐克将自己的品牌与知名人士联系起来，创造出一种卓越感和成功感。1988年推出的著名口号“JustDoIt”已成为全球行动的号召，鼓励我们所有人实现自己的梦想。耐克还挑战社会强加给人们的自我设限的信念，激励个人克服障碍。虽然其他人可能会说：“做不到”，但耐克的回应是：“只管去做吧”。耐克在运动服装行业取得的巨大成功，归因于它在产品宣传之外对讲述品牌故事的掌握。BackPartⅡReadDeeply2.多芬：服务于更高的目标许多品牌对于自身及其与消费者的接触方式的定义都很狭隘。而最好的品牌则认为自己服务于更高的目标。在过去的几十年里，多芬升华了护肤和美容品牌的愿景。多芬认为作为一个品牌，它不仅应该帮助消费者拥有更好的皮肤，而且应该帮助消费者拥有更高的自尊。2004年，一项关于女性自尊的全球调查显示：仅有2%的女性认为自己美丽。之后，多芬发起了“真美行动”。基于这项调查结果，多芬希望改变传统上美的标准，鼓励全世界的女性拥抱自己独特的美丽。“真实美”这一口号在全球范围内广为流传，并引发了关于自我接纳的讨论。通过有效的营销策略，多芬成功地建立了卓越的声誉，并在全球范围内提高了品牌知名度。BackPartⅡReadDeeply3.海尔：顾客至上·海尔，一个著名的家电品牌，已经在行业中遥遥领先。海尔的市场策略的关键要素之一是将客户放在第一位。海尔非常重视了解客户的需求和偏好，并努力提供超越客户期望的产品和服务。通过听取反馈，进行市场调查，与消费者交谈，海尔确保其产品能够满足不断变化的市场需求。海尔的售后服务也很出色。BackPartⅡReadDeeply4.小米：打造创新生态系统小米凭借其创新的营销策略，成为了市场的领导者。小米最初专注于生产智能手机，但后来扩大了产品线，涵盖平板电脑、笔记本电脑、智能家居设备和其他消费电子产品。产品多样化使小米能够满足更广泛的消费者需求。小米的生态系统策略，提供各种智能设备和服务，增强了用户体验，建立了品牌忠诚度。伟大的品牌并非完全靠运气。它们的成功是多种因素综合作用的结果，而品牌策略是其中的核心。你还知道多少其他品牌的著名营销策略案例？BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:Don’tBeAfraidtoWelcomeNewChallenges

Learningcanbebeneficial,butitisnotalwayseasy.Itmostofteninvolvesembracingnewchallengesanddiscomfort.However,itcanalsoleadtogreatrewards.Successfullifelonglearnersembracethosechallengesandarenotafraidtoseekoutopportunitiestoexpandtheirskillsandknowledge.Theyactivelyembracechangesandrefusetoholdontoonlywhat’sfamiliar,alwaysseekingopportunitiestochallengethemselves.Regularlytakingonnewchallengeshelpsmaintainmentalsharpness.Thiscognitiveexercisecanalsocontributetolong-termbrainhealth,reducingtheriskofcognitivedecline.PartⅡReadDeeplyTraditionalChineseCulture“一本万利”本意是投入极小成本就能获得极大利润，形容投资回报率高，是对经营状态的理想化描述。但在历史发展过程中，该词被曲解为一种理念即可以不付出太多努力、无须充分考虑风险，就能轻松获得巨额利润。“一本万利”常被误解为一次简单投入就能永久获利，这种看法忽视了市场变化和持续投入的必要性。更有甚者将其理解成单纯的“暴利”，却忽略了合法合规经营等关键要素。PartⅡReadDeeplyUseofMarketingModel:FABModel

TheFABmodelfocusesontheFeatures,Advantages,andBenefitsofaproductorservice.Thismodelisoftenusedinmarketingandsalestoeffectivelycommunicatetheuniquesellingpointsofaproduct.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:LibraryBookFairAttendanceTaskBackground

Yourcollegelibraryhostsabookfairtopromotereadingandconnectstudentswithdiverse books.Thistime,3daysintothe1-weekfair,only30studentshavevisited.Thelibrarydirectorisdisappointedandpromisestocutfuturefundingforsucheventsifattendancedoesn’tdoublein theremaining4days.

Asamemberofthemarketing-mindedstudentvolunteergroup,youfaceissues:

•Awareness:Moststudentsdon’tknowthefairisongoing.

•Relevance:Studentsthink“thebookshereareboring”or“notusefulformymajorcareer”.

•Competition:Othercampusevents(sportsmatches,clubfestivals,etc.)aredrawingstudentsaway.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“LibraryBookFairAttendance”challenge.Workinteamstoresearch theproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketingdocument)toshareinclass.Here’show:1.Out-of-classPreparationFormteams(projectmanager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhow you’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreTolaunchamarketingcampaignaimedatboostingattendanceforthelibrarybookfair,wewillimplementthefollowingsteps:MarketInsights:Conducttargetedsurveysandinterviewswithstudentstocapturetheirinterestsinbookgenres.Analyzepastattendancedatatounderstandbarrierspreventingstudentengagement.CreativePromotions:Developattractingpromotions,suchas“AttendwithaFriendandGetaDiscount”orofferfreesnackstothefirst50attendees,creatingabuzzaroundparticipation.DigitalEngagement:InitiateasocialmediachallengeonplatformslikeWeChat,encouragingstudentstosharetheirfavoritebookswithadedicatedhashtagtogenerateexcitementandvisibilityforthefair.InteractiveWorkshops:Hostpaneldiscussionsduringthefairthatresonatewithstudents'coursework,enhancingrelevanceandattractingawideraudience.Byexecutingthesesteps,weaimtoenhancestudentinterestandsignificantlyimproveattendanceatthelibrarybookfair.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingMarketingStrategiesforPromotingaBusiness

Marketingstrategiesarewaystoreachyourtargetaudience.Brandsoftenusethesestrategiesinlargercampaignstocreatecontentaroundacentralidea.Herearesomeeffective marketingstrategiestoconsider:

1.CaseStudies

Casestudiesaredocumentsthatshowtheworkyouhavedoneforotherbrandsorcustomers.Theyhelppotentialcustomersseewhatyourcompanycanoffer.Thesedocumentsprovidea detailed lookatyourproducts,values,services,andmission.PartⅢPracticeMore

2.SEO(SearchEngineOptimization)

SEOiswhenbrandsimprovetheirwebsitestorankhigheronsearchengineresultspages (SERPs).Byappearinginorganicsearchresults,youcanreachmorepeopleandencouragethemtovisityourwebsite.BrandscanusespecificpracticesandkeywordstoenhancetheirSEO.

3.Pay-Per-ClickAdvertising(PPC)

PPCisatypeofpaidadvertising.Eachtimesomeoneclicksonyourad,thecompanypays afee.ManymarketersusePPCtoreachmorepeoplethroughsearchengines.

4.ViralVideos

Creatingvideosthatgoviralcangeneratealotofinterestinabrand.Marketersoftenusesocialmediatoshareshortvideosthatgrabconsumerattention.PartⅢPracticeMore

5.InfluencerRelationships

Manybrandspartnerwithfamouspeoplewhohavelargefollowingstopromotetheirproductsandservices.Thistypeofmarketingworkswellbecausemanyuserstrusttheopinionsofinfluencerstheyadmire.

6.B2BMarketing

Business-to-business(B2B) marketingiswhenbrandsselltootherbusinesses.B2Bmarketingfocusesonneeds,efficiency,andbrandrelationships.SinceB2Bmarketinginvolvesuniquerelationships,companiesaremorestrategicinmakingsales.

7.B2CMarketing

Business-to-consumer(B2C)marketingappealstoconsumers’needsandfeelings.Brands usethisapproachtoshowhowtheirproductsandservicescanimprovepeople’slives.B2Cstrategiesfocusonmakingiteasyforconsumerstomakequickpurchases.PartⅢPracticeMore

8.SocialAdvocacy

Morepeoplearemakingbuyingdecisionsbasedontheirvalues,sobrandsarebecoming morevocalaboutthecausestheysupport.Somebrandsevendecidetosupport thesecauses financiallyforacertaintime.Manycompaniescreatemarketingmaterials basedonsocial awarenessmonthsorspecialanniversaries.

9.Pop-upShops

Pop-upshopsaretemporarystoreswherebrandssellalimitedamountoftheirproducts. Customersmayfeelmoreinclinedtobuysinceitisaone-timeevent.Thisstrategyiscommon forspecificconventionsandevents.PartⅢPracticeMore1.Whatisthemainpurposeofcasestudiesaccordingtothepassage?A.Toprovideentertainmentforconsumers.B.Toshowpotentialcustomerswhatacompanycanoffer.C.Toadvertisethroughsocialmedia.D.Tocreateviralcontentformarketing.2.WhatdoesSEOstandforinmarketingstrategies?A.SocialEngagementOptimization.B.SearchEngineOptimization.C.SalesEnhancementOperation.D.ServiceEfficiencyOrganization.PartⅢPracticeMore3.Whichmarketingstrategyinvolvespayingafeeeachtimesomeoneclicksonanad?A.B2BMarketing.B.ViralVideos.C.Pay-Per-ClickAdvertising(PPC).D.CaseStudies.4.Whydobrandspartnerwithinfluencersaccordingtothepassage?A.Becauseinfluencersareexpensiveto hire.B.Becauseinfluencerscancreatetheirownproducts.C.Becausemanyusers trusttheopinionsofinfluencers.D.Becauseinfluencersonlypromotelocalbusinesses.PartⅢPracticeMore5.Whatarepop-upshops?A.Permanentstoreswithawide rangeofproducts.B.Temporarystoressellinglimitedproductsforashorttime.C.Onlineshops thatofferdiscounts.D.Largeretailstoresthatholdspecialevents.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Marketinsightiscrucialfordesigningeffectivemarketingstrategiesandachievingbusiness success.Itinvolvesunderstandingconsumerneeds,consumerbehaviors,andmarkettrends,allowingcompaniestocreateproductsandcampaignsthatresonatewith (引起共鸣)their audience.Excellentmarketinsightcanshapestrategiestooutperformcompetitors.

AgreatexampleisTikTok,theinternationalversionofDouyindevelopedbyChinesetech giantByteDance.WhilemanyChineseappsfailedoverseas,TikTokbecameasurprisehitaround theworld—especiallyamongyoungpeople.WhatmadeTikTokstandoutwasitscleveruseof marketinsight.ThePowerofMarketInsightinMarketingSuccessPartⅢPracticeMore

ByteDanceunderstoodthatyoungusersaroundtheworldloveshort,funny,andcreativevideos—content theycanwatchanytime,anywhere.TikTokusedapowerfulalgorithm(算法)to recommendcontentbasedonuserbehavior.Thismadetheappextremelyaddictiveandshareable,helping itspreadquickly across different cultures andlanguages.TikTok’s successshowshow understandingusersdeeplycanhelpabrandgrowfasterandgofurther.

Similarly,Huawei’sinternationalsuccessshowcasesthepowerofmarketinsight.AsthecompanyexpandedintoEurope, itrecognizedthatcustomersvaluedhigh-qualitytechnologyat reasonableprices.Huaweirespondedbyofferingadvancedsmartphonesatcompetitiveprices, gaining trustandmarketshare.Itsabilitytoadapttodiversemarketneedsdemonstratesthe Importanceofunderstandingregionalpreferencesandtailoringstrategiesaccordingly.PartⅢPracticeMore

AnotherChineseexampleisLuckinCoffee,whichdisruptedthecoffeemarketbyfocusingonconvenienceanddigitalization.RealizingthatChineseconsumerspreferaffordablecoffeeand mobile-firstexperiences,Luckinadoptedanapp-basedorderingsystemandcompetitivepricing. ThisapproachallowedLuckintogrowrapidly,appealingtobusyurbancustomers seeking high-qualitycoffeeatalowercost.Byintegratingdigitalinnovationandconsumerpreferences, Luckin demonstratedhowmarketinsightiskeytoaddressingcustomerdemandseffectively.

Marketinsightenablescompaniestoidentifyuntappedopportunities.TaketheMcDonald’s localizationstrategyasanexample.Thefast-foodgianttailorsitsmenustodifferentmarkets,suchasofferingvegetarianoptionsinIndiaandrice-basedmealsinpartsofAsia.Theseadjustments,basedonthoroughmarketresearch,havehelpedMcDonald’sappealtolocaltasteswhilemaintainingitsglobalbrandidentity.Thisabilitytoinnovateandadaptdemonstrateshow criticalmarketinsightisforstayingcompetitiveacrossdiversemarkets.PartⅢPracticeMore

Inconclusion,marketinsightisthefoundationofeffectivemarketing.Itallowscompanies tocreatestrategiesthatalignwithconsumerneeds,markettrends,andculturaldifferences.Whetherit’sByteDancewinningoverglobaluserswithTikTok,Huaweiexcellingwithcustomer-centricproducts,LuckinCoffeecateringtolocalpreferences,orMcDonald’ssucceedingthrough localization,successfulbrandsdemonstratehowmarketinsightdrivesextraordinaryresults.For marketers,masteringthisskillisessentialtothriveinacompetitiveandever-changingindustry.PartⅢPracticeMore1.Whichofthefollowingisabenefitofmarketinsightforbusinesses?A.Itguaranteeslong-termfinancialsuccess.B.Ithelpscompaniescreateproductsandcampaignsthatconnectwellwiththeiraudience.C.Itreducesthemarketcompetition.D.Itensuresthatcompaniesalwaysmaintainthelowestprices.2.WhatstrategydidByteDanceusetomakeTikTokaglobalsuccess?