职场英语Unit-6-市场营销概况

MarketingConceptsUnit6TermsforMarketingmarketing

mixdistributionsegmenttangiblehirepurchase

spectrum

margin

rivalmonopolypromotion

end-users

Mailshotscaptivemarket

wholesaleoutletretail

physicalevidence

June,20107市场分割市场组合有形的分销分期付款

范围

利润强制性市场

垄断促销对手邮寄广告终端用户

有形展示

销路

零售

批发

MarketingisacreativeprocessofsatisfyingtheneedsofcustomersprofitablyMarketingisanalysis,planning,implementationandcontrolofcarefullyformulatedprogramstobringaboutvoluntoryexchangeandrelationshipswithspecificallytargetmarkets.Whatismarketing?Warm-up:Whatismarketing?Directions:

Watchthevideoandsayhowmanystrategieshavebeenmentionedandwhattheyare?1.Mailshots2.Leaflets&flyers3.Personalcontactandnetworking4.TradeShowsandExhibitions5.Website6.AdvertisementsMarketingStrategies

ADDYOURTITLEStep1:MailshotsMailshotsareagreatwayof_______alargenumberofpotentialcustomersor______,orjustaselectedfew.Agoodmarketingmethodisgoingtosetupa__________(perhapsasatrainer)orifyouaregoingtoofferaservice(ahomehairdresser,forexample),whereyougotootherpeople.Step2:Leaflets&flyersLeaflets,orflyers,areagoodwaytomarketyourbusinessinyourlocal_________.Youcouldsendthemtoatargetednumberofpotentialcustomersasan________withamailsshots,oranattachmenttoanemailmailshot.Youcouldsendthemasan_____inthelocalpaperoraspecialinterestmagazineandalwaystakeyourflyerswithyoutoall_________meetings.

VideoscriptMarketingstrategies1and2targetingclientsconsultancycommunityenclosureinsertnetworkingFillintheblankswithwhatyouhear:

Step3:Personalcontact&networkingIfyousetupaconsultancyorperhapsasmall____________company,networkingorpersonalcontact

isoneofthebestwaysofmarketingintheearlystagesofyour_________.Timeiscallinginafavorortwofromthosewhoknewyouintheworldofworkbeforeyoudecidedtogo____.Yournameandreputationwillstillmeansomething,althoughthiswill____withtime.Joinlocalbusinessgroupsandnetworkasmuchasyoucan.Step4:TradeShows&ExhibitionsTradeshowsandexhibitionsareverygoodiftheyare_________enterprises.Notthelargenationalorinternationalshowstobeginwith,butlocalshowsorperhapsagricultural____.Visitthemearlyontoseewhethertheshowsarerightforyourproductorservice-andtoseewhatthe__________islike.

VideoscriptMarketingstrategies3and4manufacturingbusinesssolofadecraft-basedfairscompetition

ADDYOURTITLE

VideoscriptMarketingstrategy5Step5:WebsiteWebsite--almostofallbusinessesneedandit'sjust________.Don'tsetituptooearly,whenyouhavenotgothistoryofsellingsuccess.IfYouareselling__________on-line,thatisdifferentmatterandyou'llneedyourwebsiteupfromthestart.Dogetyourwebsiteprofessionally________,unlessyouareyourselfverycomputer______,oryouareyourowncomputerbusiness.Andthenmakesureitis_________,andup-to-date.expectedexclusivelydesignedliteratemaintainedFillintheblankswithwhatyouhear:

Step6:AdvertisementsDon‘teventhinkaboutadvertisinginnationalnewspapersormagazines,astheycosta______.Evenaquarterpageinyourlocalpapercouldcostyouaround_____-andyouneedtorepeattheads,itisnogoodputtingtheminjustonce.YoumightgetabetterrateintheMid-weekfreebies(弗里比).Youcouldexplorethesmall-adcolumnsinyourlocalnewspaper,_________inpublicserviceslikewindoworhousecleaning,orsecretarialservices.Beopentoputpostcardinashopwindowasaverylocalad-ortheparish(教区)magazineorcommunity_________.Advertisementsonlocalradioaregoodideastoo.Thinkaboutapublicationsuchas

-YellowPagesorThomsons,whenyouaremorefirmly_________.Whateveryoudoandwhereveryougo-nevertravelwithoutyourmarketing_______.

VideoscriptMarketingstrategies6fortune£400newsletterestablishedmaterialparticularly1.Definition2.FourPs3.SevenPs4.CustomerFocus5.ProductFocus6.OtherAspectsPartIMarketingFundamentalsMarketingistheongoingprocessofmovingpeopleclosertomakingadecisiontopurchase,use,followorconformtosomeoneelse’sproducts,servicesorvalues.MarketingDefinitionMarketingacreativeprocessofsatisfyingtheneedsofcustomersprofitably.ProcessPeoplePhysicalevidenceMarketingMixMarketingMix

Productmeanstheproductmanagementandproductmarketingaspectsofmarketing.Theydealwiththespecificationsoftheactualgoodorservice,andhowitrelatestotheend-user’sneedsandwants.FourPs☆

Pricingreferstotheprocessofsettingapriceforaproduct.Italsoincludesdiscounts.☆MarketingMix

Promotionincludesadvertising,salespromotion,publicrelations,andpersonalselling,andreferstothevariousmethodsofpromotingtheproduct,brand,orcompany.FourPs☆

Placementordistributionchannelreferstohowtheproductgetstothecustomer.☆MarketingMixAswellasthestandardfourPs,servicesmarketingcallsuponanextrathree,totalingsevenandknowntogetherastheextendedmarketingmix.SevenPs

People:Anypersoncomingintocontactwithcustomerscanhaveanimpactonoverallsatisfaction.Whetheraspartofasupportingservicetoaproductorinvolvedinatotalservice,peopleareparticularlyimportantbecause,inthecustomer’seyes,theyaregenerallyinseparablefromthetotalservice.☆MarketingMixSevenPs

Physicalevidence:Unlikeaproduct,aservicecannotbeexperiencedbeforeitisdelivered,whichmakesitintangible.This,therefore,meansthatpossiblecustomerscouldseegreaterriskwhendecidingwhetherornottouseaservice.☆

Process:Thisistheprocess(es)involvedinprovidingaserviceandthebehaviorofpeople,whichcanbeimportanttocustomersatisfaction.☆MarketingCustomerfocussuggeststhatthecompanyfocusesitsactivitiesandproductsoncustomerneeds.

CustomerFocus△Generallytherearetwowaysofdoingthis:thecustomer-drivenapproachandtheproductinnovationapproach.△Intheconsumer-drivenapproach,consumerwantsarethedriversofallstrategicmarketingdecisions.△MarketingThenextbigthingisaconceptinmarketingthatreferstoaproductorideathatwillallowforahighamountofsalesforthatproductandrelatedproducts.CustomerFocus△Marketersbelievethatbyfindingorcreatingthenextbigthingtheywillcauseaculturalrevolutionthatresultsinthissalesincrease.△MarketingInaproductinnovationapproach,thecompanypursuesproductinnovation,thentriestodevelopamarketfortheproduct.Productinnovationdrivestheprocessandmarketingresearchisdoneprimarilytomakesurethataprofitablemarketsegment(s)existsfortheinnovation.ProductFocusMarketingAnemergingareaofstudyandpracticeconcernsinternalmarketingorhowemployeesaretrainedandmanagedtodeliverthebrandinawaythatpositivelyimpactstheacquisitionandretentionofcustomers.OtherAspectsMarketingArelativelynewformofmarketingusestheInternet.Ittypicallytriestoperfectthesegmentationstrategyusedintraditionalmarketing.Ittargetsitsaudiencemoreprecisely,andissometimescalledpersonalizedmarketingorone-to-onemarketing.OtherAspectsII.Vocabulary

Fillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.VocabularyExercises

1. Thereportseeksthephenomenontoachangeinmarketingstrategy.2. Acompanyhastovalueassetssuchascustomergoodwill.3. Thecompany’sprofitsarefromthemarketsituation.4. Theofnewmarketsfordevelopmenthasbecomethetoppriorityontheagendaofthecompany.5. Thegeneralmanagerwouldhavetoworryabouttheoftheoldcustomers.torelateintangibleinseparableacquisitionretentionSegment diffuse acquire retainpursue tangibleseparable relateII.VocabularyFillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.Segmentdiffuse acquire retainpursue tangibleseparablerelate6. Marketershaverealizedtheimportanceofcustomerstheywillhavetoacquire.7. Theirideasofmarketingquicklyacrosstheworld.8. Mycompanybelongsamongthosethatthetraditionalgoalofprofits.segmentinghavediffusedpursueVocabularyExercises

III.Translation

PutthefollowingintoChinese.如果选择以消费者为出发点这个途径，那么，消费者的需求就是所有营销战略决策的基石。所有的营销战略决策只有在对消费者进行了调研且该决策符合消费者需求的基础上方可实施。推向市场的每一样东西的每一个方面，如产品本身的实质意义，都要以潜在消费者的需求为基石。出发点永远都是消费者。这样做的理由是：花钱去研发人们不会购买的产品没有任何意义。TranslationExercises

III.Translation

PutthefollowingintoEnglish.许多公司将消费者细分为不同类别，这个过程被称为市场细分。在这个过程中，将潜在消费者分类的根据是他们不同的需求、性格和行为方式。有效的市场细分具有可量性、可及性、物化性和可开发性。可量性指的是细分市场的大小和购买力可以被量化的程度；可及性指的是多大程度上可以到及和服务细分市场；物化性指的是公司可以根据获得利润数量的多少判断细分市场的大小；可开发性指的是公司在多大程度上可以为特殊细分市场设计或开发新的产品。TranslationExercises

2.Manyfirmsplaceconsumersintogroups,aprocesscalledmarketsegmentation.Inthisprocess,potentialcustomersarecategorizedbasedondifferentneeds,characteristics,orbehaviors.Effectivesegmentsaremeasurable,accessible,substantial,andactionable.Measurabilityisthedegreetowhichamarketsegment’ssizeandpurchasingpowercanbemeasured.Accessibilityreferstothedegreetowhichamarketsegmentcanbereachedandserved.Substantialityreferstothesizeofthesegmentintermofprofitabilityforthefirm.Actionabilityreferstothedegreetowhichafirmcandesignordevelopaproducttoserveaparticularmarketsegment.III.Translation

PutthefollowingintoChinese.TranslationExercises

1.Definition2.Channels3.ChannelMembers4.ChannelStructure5.ChannelManagementPartIIDistributionChannelDistributionChannel

Afteraproductismanufacturedbyasupplierorfactory,itmaybepassedalongachainofintermediariesbeforefinallyreachingtheconsumerorend-user.Thisprocessisknownasthedistributionchannel.

DefinitionWhatisdistributionchannel?DistributionChannelChannelsofdistributionincludesellingdirect,mailorder(includingInternetandtelephonesales),retailer,wholesaler,andagent.Channels☆Distributionchannelsmaynotberestrictedtophysicalproducts.Theymaybejustasimportantformovingaservicefrom“producer”toconsumerincertainsectors.☆DistributionChannelTherehavealsobeensomeinnovationsinthedistributionofservices.1.anincreaseinfranchising(加盟)andinrentalservices2.serviceintegration3.asignificantincreaseinretailoutlets（零售店）Channels☆DistributionChannelThesimplestlevel,thatofdirectcontactwithnointermediariesinvolved,isdefinedasthe“zero-level”channel.Thenextlevel,the“one-level”channel,featuresjustoneintermediary.ChannelMembersDistributionChannelConventionalorfreeflowistheusual,widelyrecognized,channelwitharangeofintermediariespassingthegoodsontotheend-user.ChannelStructure△Singletransactionchannelisatemporarychannel.Itmaybesetupforonetransaction.△DistributionChannelInverticalmarketingsystem,theelementsofdistributionareintegrated.Thismayarisebecauseonememberofthechannelownstheotherelements.Asupplierownsitsownretailoutlets.Thisiscalled“forward”integration.ChannelStructure△DistributionChannelIfasupplierhasanyaspirations（抱负）tobemarket-oriented,hisjobshouldreallybeextendedtomanaging,althoughveryindirectly,alltheprocessesinvolvedinthatchannel,untiltheproductorservicearriveswiththeend-user.ChannelManagement★DistributionChannelThismayinvolveanumberofdecisionsonthepartofthesupplieraboutsuchaschannelmembership,channelmotivation,and/ormonitoringandmanagingchannels.ChannelManagement★1. Theagenciesareworkingtogethertothepolicyonproductdistribution.2. Eachintermediary(中介)issupportedbyitsintoawiderdistributionchannel.3. JimPatonwilltheroleofmanagingdirector.4. Weneedabettersystemforwhatisgoingonintheprocessofdistributingourproducts.5. Ourofficetheaffairsconcerningtheintermediaries.II.Vocabulary

Fillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.spectrum（范围）

margin

monitorassume(承担)

co-ordinate integraterestrictadministeradministers

co-ordinate

integration

assume

monitoring

VocabularyExercises6. Thetwowaysofdistributingproductshererepresentoppositeendsofthe.7.arelowandmanycompaniesarestruggling.8. Theagreementwilltheotherwisefiercecompetitionamongtheresellersoftheproduct.II.VocabularyFillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.spectrummarginmonitorassumeco-ordinate integraterestrictadministerspectrum

Margins

restrictVocabularyExercisesDistributionchannelsmaynotberestrictedtophysicalproducts.Theymaybejustasimportantformovingaservicefrom“producer”toconsumerincertainsectors.Hotels,forexample,mayselltheirservices(typicallyrooms)directorthroughtravelagents,touroperators,airlines,touristboards,centralizedreservationsystems,andsoon.III.Translation

PutthefollowingintoChinese.分销渠道分销的不一定是有形的产品。在某些行业里，将“生产商”的某种服务提供给消费者，这种分销也同等重要。比如说，酒店可能会通过为旅游公司进行代理的人或组织、经营自己某种旅游项目的人或组织、航空公司、为旅游者提供各种旅游信息的官方组织、集中化预定系统等来销售自己的各种服务（通常是客房）。TranslationExercisesIII.TranslationPutthefollowingintoEnglish.02一个公司的某些部门之间经常有货物的往来，这些往来的货物有一个“往来价”，这样一来，这些不同部门之间就可以形成一个内部市场。它们之间的这种关系可以被看作是正常的买卖关系。毫无疑问，这种市场是一种强制性市场，价格自然具有垄断性。因此，不应提倡这种市场的参与者运用通常用的营销手段。TranslationExercises

Insomepartsofacompany“internalmarket”maybeformalized,asgoodsaretransferredbetweenseparatepartsofthecompanyata“transferprice”.Thisprocesscanandshouldbeviewedasanormalbuyer-sellerrelationship.Thefactthatthisisacaptivemarket,resultingina“monopolyprice”,shouldnotdiscouragetheparticipantsfromemployingmarketingtechniques.1.Definition2.PurposesofSalesPromotion4.TypesofSalesPromotion3.SalesPromotionasaStrategyPartIIISalesPromotionSalesPromotion

Promotionisoneofthefouraspectsofmarketing.Itinvolvesspreadinginformationaboutaproduct,product

line(产品系列),brand,orcompany.DefinitionWhatissalespromotion?SalesPromotionPromotioncomprisesfourcategories.Theyareadvertising,personalselling,salespromotion,andpublicrelations.Thesefourcategoriesmakeapromotionalmixorpromotionalplan.DefinitionSalesPromotion

Salespromotionisdefinedasmediaandnon-mediamarketingattemptatpersuasion.Itisusedforapredeterminedandlimitedperiodoftimetostimulatetrial,increaseconsumerdemand,orimproveproductquality.DefinitionSalesPromotionBusinessescantargetsalespromotionatthreedifferentaudiences:consumers,resellers,andthecompany’sownsalesforce.PurposesofSalesPromotionSalesPromotionSalespromotionisanimportantcomponentofasmallbusiness’overallmarketingstrategy.SalesPromotionasaStrategySalesPromotionIndeterminingtherelativeimportancetoplaceonsalespromotionintheoverallmarketingmix,asmallbusinessshouldconsideritsmarketingbudget,thestageoftheproductinitslifecycle,thenatureofcompetitioninthemarket,thetargetofthepromotion,andthenatureoftheproduct.SalesPromotionasaStrategySalesPromotionTypesofSalesPromotionSalesPromotion2.TradeSalesPromotionTechniquesTradesalespromotionadoptstechniquessuchaspointofpurchase(POP)displays,tradeshows,pushmoney,dealloaders,tradedeals,buyingallowances(添购折让),andadvertisingallowances.

TypesofSalesPromotion1.Thecompanywasoneofthefirstcomputermanufacturerstolookforawiderforitssoftwareproducts.2. Isthereaviabletothepresentsalespromotionstrategy?3. Oneoftheobjectivesofsalespromotionistotrytoraiseaboutaproductbrand.4. Themarketerswereeagertothetargetcustomersofthesafetyoftheproduct.5. Salesstaffgetagenerousmileage(公里数)

oracompanycar.II.Vocabulary

Fillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.exceed allowawarealternativeconvincecompriseaudiencestimulateconvince

alternative

awarenessallowance

VocabularyExercisesaudience

6. Thesalespromotionteamisofwell-knownprofessionalsinthisfield.7. Aninspiringmarketercancustomerstodecidetobuywhatisbeingpromoted.8. Whatthesalespromotioncampaignhasachievedhasourexpectations.II.VocabularyFillintheblankswiththewordsorexpressionsgivenbelow.Changetheformwherenecessary.exceed allowawarealternativeconvincecompriseaudiencestimulatestimulate

comprisedexceededVocabularyExercisesSalespromotionisdefinedasmediaandnon-mediamarketingattemptatpersuasion.Itisusedforapredeterminedandlimitedperiodoftimetostimulatetrial,increaseconsumerdemand,orimproveproductquality.Effectivesalespromotionincreasesthebasicvalueofaproductforalimitedtimeanddirectlystimulatesconsumerpurchasing,sellingeffectiveness,ortheeffortofthesalesforce.Salespromotioncanbeusedtoinform,persuade,andremindtargetcustomersaboutthebusinessanditsmarketingmix.III.TranslationPutthefollowingintoChinese.TranslationExercisesIII.Translation

PutthefollowingintoChinese.所谓促销，是一种借助媒体和媒体以外的手段劝导消费者购物或（和）享用某种服务的营销手段。它被用来在预先定好的有限的一段时间里达到刺激消费者试用某种产品或服务、增加消费需求或提高产品质量的目的。有效促销可以在有限时间里提升产品的基本价值，同时，也可以直接激起消费者当场购买的欲望、提升销售业绩或激发销售队伍的工作热情。促销可以用来向目标消费者提供信息、劝导目标消费者、以及提醒目标消费者注意本企业及其各种营销活动。TranslationExercisesII