UC2F0906 Lecture 5 MCV Business Markets
体验商务英语(market leader) 第二册Unit 2 Selling onlineppt课件
Vocabulary A Choose the correct word to complete each sentence.
Shopping
Online 1. We offer a ___d_is_c_o_u_n_t___ to customers who buy in bulk. 2. We ask customers who are not fully satisfied to _r_e_t_u_rn__ goods within seven days. 3. In order to get a full __re_f_u_n_d__, customers must send back goods in the original packaging. 4. Goods will be _d_e_s_p_a_tc_h_e_d_ within 24 hours of your order. 5. Goods are kept in our _w_a_r_e_h_o_u_s_e_ until ready for delivery. 6. Products and services offered at a large discount are generally a(n) __b_a_r_g_a_in___.
Know exactly what you’re buying. Read the seller’s description of the product closely, especially the fine print. Words like “refurbished,” “vintage,” or “close-out” may indicate that the product is in less-than-mint condition, while name-brand items with “too good to be true” prices could be counterfeits.
英国大学市场营销讲义
英国大学市场营销讲义Market Marketing Lecture – United KingdomIntroduction:Welcome to today's lecture on market marketing! In this session, we will explore the principles and strategies behind successful marketing initiatives in the United Kingdom. Our goal is to provide you with an in-depth understanding of the market dynamics, consumer behavior, and marketing techniques in the UK.I. Understanding the UK Market:A. Market Overview:1. Size and potential growth: The UK market is one of the largestin Europe, offering significant growth opportunities for businesses.2. Key sectors: Identify the key sectors in the UK market, such as retail, services, manufacturing, and technology.3. Competitive landscape: Analyze the competitive landscape in the UK market, including major players and market shares.B. Consumer Behavior:1. Demographics: Understand the demographics of the UK population, including age, income levels, and cultural diversity.2. Buying habits: Explore the purchasing behavior and preferences of UK consumers, considering factors like price sensitivity, brand loyalty, and online shopping trends.3. Social influences: Examine the impact of social media, influencers, and cultural factors on consumer choices.II. Developing a Successful Marketing Strategy:A. Market Segmentation:1. Identify target segments: Analyze customer characteristics and preferences to segment the market effectively.2. Tailoring marketing tactics: Develop customized marketing campaigns for each target segment based on their unique needs, values, and preferences.B. Branding and Positioning:1. Creating a brand identity: Understand the importance of a strong brand image and how to develop it.2. Positioning strategy: Determine the market positioning of your brand by differentiating it from competitors and highlighting its unique value proposition.C. Marketing Mix:1. Product: Develop products or services that meet the specific needs and preferences of the UK market.2. Price: Pricing strategies considering consumers' price sensitivity and market competition.3. Promotion: Identify effective promotion channels, both traditional and digital, to reach the target audience in the UK.4. Place: Determine the most suitable distribution channels to ensure product availability and convenience for customers.III. Digital Marketing in the UK:A. The Rise of Digital Marketing:1. Understand the shift towards digital channels in the UK market.2. Explore the benefits and challenges of digital marketing strategies.B. Online Advertising:1. Explore various online advertising platforms and their effectiveness in the UK, such as search engine advertising, social media advertising, and display advertising.2. Optimizing online marketing campaigns to reach the target audience and achieve the desired objectives.C. Social Media Marketing:1. Identify popular social media platforms in the UK market.2. Utilize social media for brand building, customer engagement, and sales generation.IV. Evaluating Marketing Performance:A. Key Performance Indicators (KPIs):1. Determine relevant KPIs to assess the effectiveness of marketing initiatives in the UK.2. Measure and monitor KPIs to identify areas for improvement and make data-driven marketing decisions.B. Market Research and Analytics:1. Conduct market research to gain insights into consumer preferences, market trends, and competitors.2. Utilize analytics tools to analyze marketing performance, customer behavior, and campaign effectiveness.Conclusion:Effective market marketing in the United Kingdom requires a thorough understanding of the market dynamics and consumer behavior. By employing proper segmentation, branding, and marketing strategies, businesses can develop successful initiatives in this competitive landscape. With the rise of digital marketing, itis crucial to master and leverage digital channels to reach and engage the target audience effectively. Continuous evaluation and adaptation based on performance metrics and market research will ensure long-term marketing success in the UK.V. Effective Market Research in the UK:A. Primary Research:1. Surveys and questionnaires: Conduct surveys and questionnaires to collect first-hand data from the target audience. This can provide valuable insights into their preferences, behavior, and opinions.2. Focus groups: Create focus groups consisting of representative consumers to gather qualitative data and explore their attitudes, motivations, and needs in more depth.3. Interviews: Conduct interviews with key stakeholders, industry experts, and influencers to gain expert insights and an understanding of market trends.B. Secondary Research:1. Utilize existing data sources: Use market research reports, government publications, industry-specific magazines, and online databases to gather secondary data on market trends, consumer behavior, and competitor analysis.2. Market analysis tools: Utilize market analysis tools and platforms such as Statista, Mintel, and Euromonitor to access market size, growth projections, and consumer behavior data.3. Competitor analysis: Research competitors' marketing strategies, product offerings, pricing structures, distribution channels, and market positioning to identify opportunities and threats.VI. Effective Digital Marketing Strategies in the UK:A. Search Engine Optimization (SEO):1. Optimize website content: Create high-quality, relevant content that aligns with the target audience's search queries and keywords. Improve website structure, meta tags, and headings to enhance search engine rankings.2. Local SEO: If targeting a specific geographic area, optimize for local search by including location-specific keywords and creating local business listings on search engines and directories.3. Mobile optimization: Ensure websites are mobile-friendly and responsive to capture the growing number of mobile users in the UK market.B. Social Media Advertising:1. Create engaging content: Develop visually appealing and engaging content that resonates with the target audience. Utilize images, videos, and infographics to capture attention and promote brand awareness.2. Targeted advertising: Utilize demographic, behavioral, and interest-based targeting options on social media platforms to reach the desired audience segments effectively.3. Influencer marketing: Collaborate with relevant influencers to amplify brand reach and credibility among their follower base. Identify influencers whose values align with your brand and target audience.C. Email Marketing:1. Build a subscriber list: Encourage website visitors, social media followers, and customers to subscribe to your email list. Offer incentives like exclusive discounts or valuable content in exchangefor email addresses.2. Personalization: Segment your email list based on customer preferences and behaviors to deliver targeted, personalized email campaigns. Tailor emails to address customer pain points and provide relevant solutions.3. Automation: Utilize marketing automation tools to send automated, triggered emails based on specific customer actions or events. This improves efficiency and enables timely, relevant communication.VII. Implementing Marketing Performance Evaluation:A. Track Key Performance Indicators (KPIs):1. Revenue and sales growth: Monitor revenue and sales growth to assess the overall effectiveness of marketing initiatives.2. Website traffic and conversion rates: Track website traffic, bounce rates, and conversion rates to evaluate the performance of digital marketing campaigns.3. Social media metrics: Analyze metrics like engagement rate, reach, and follower growth to assess the impact of social media marketing efforts.4. Customer acquisition cost (CAC) and customer lifetime value (CLV): Calculate CAC and CLV to determine the profitability and sustainability of marketing efforts.B. Utilize Analytics Tools:1. Google Analytics: Use Google Analytics to track website traffic sources, user behavior, and goal completions. Set up conversion tracking to measure the effectiveness of marketing campaigns.2. Social media analytics: Leverage social media platforms' built-inanalytics to gain insights into follower demographics, engagement levels, and post performance. Use these insights to optimize content and targeting strategies.C. Continuous Improvement:1. Test and iterate: Conduct A/B testing for website landing pages, ad copies, email subject lines, and other marketing elements to identify and implement optimizations.2. Customer feedback: Gather customer feedback through surveys, reviews, and social media interactions. Use this feedback to improve products, services, and customer experiences.Conclusion:In conclusion, successful market marketing in the United Kingdom necessitates a deep understanding of the market, consumer behavior, and effective marketing strategies. By conducting comprehensive market research, businesses can gain valuable insights into their target audience's preferences, needs, and purchase behavior. Implementing tailored marketing strategies that encompass market segmentation, branding, and the marketing mix will help businesses effectively reach and engage the UK market. With the rise of digital marketing, businesses must leverage online channels such as search engine optimization, social media advertising, and email marketing to increase brand visibility, engage with consumers, and drive sales. Continuous evaluation of marketing performance through KPI tracking and analytics tools is crucial for optimizing marketing campaigns and making data-driven decisions.By employing these strategies, businesses can create impactful marketing initiatives that resonate with the UK audience and drive sustained growth and success in the market.。
电子商务讲解课件(英文)Lecture
Effective channels for customers to get help and resolve issues.
03
E-commerce Businesses
Marketplace
Marketplace Amazon Alibaba eBay
A platform that brings together buyers and sellers to facilitate transactions.
A crowdfunding platform that allows individuals or groups to raise funds for personal causes or charitable
projects.
Airbnb
A peer to peer e-commerce platform that allows
01
02
03
起始阶段
20世纪90年代初，电子商 务出现，以静态网页展示 产品信息。
发展阶段
20世纪90年代末至21世 纪初，电子商务平台兴起 ，在线购物逐渐普及。
成熟阶段
21世纪中期至今，移动支 付、社交电商、跨境电商 等多元化模式涌现。
Types of E-commerce
01
02
03
04
B2B (Business-to-Business) ：企业与企业之间的电子商务
Bitcoin, Ethereum, etc., used for secure, decentralized transactions.
Delivery and Logistics
In-store pickup
工商导论第二版第五章ppt
Copyright © 2003CboypyTrhieghMt c©G2ra0w07-HbyillXCiaoomppinagniZesh,aInngc. All rights reserved
1-‹#› The Functions of Marketing
4. Transportation 运输
Arranging appropriate vehicles such as truck, train or containers to move the products from the suppliers to the customers.
3.
收集分析数据，为某一商品或服务确定市场或市场
细分，回答诸如潜在顾客的人数和位置、他们的购买力
和购买习惯，以及恰当的促销方法等一些问题。
FMIorwrceGingrn/aMwLcaHGnirglaulw/aIgrHwe iCilnlollege
Copyright © 2003CboypyTrhieghMt c©G2ra0w07-HbyillXCiaoomppinagniZesh,aInngc. All rights reserved
1- ‹#›
Providing Value and Satisfaction Consumers buy products that offer the best
value to meet their needs and wants Value and Benefits Value compares a product’s benefits with its
Fundamentals of Business
Chapter ２
Marketing : An Overview
公司理财罗斯英文原书第九版第二章
Financial Statements and Cash Flow
McGraw-Hill/Irwin
Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved.
Key Concepts and Skills
Usually a separate section reports the amount of taxes levied on income.
$86 $43 $43
2-13
U.S.C.C. Income Statement
Total operating revenues Cost of goods sold Selling, general, and administrative expenses Depreciation Operating income Other income Eห้องสมุดไป่ตู้rnings before interest and taxes Interest expense Pretax income Taxes Current: $71 Deferred: $13 Net income Retained earnings: Dividends: $2,262 1,655 327 90 $190 29 $219 49 $170 84
Deferred taxes Long-term debt Total long-term liabilities $117 471 $588 $104 458 $562
Total assets
$1,879
$1,742
Stockholder's equity: Preferred stock $39 $39 Common stock ($1 par value) 55 32 Capital surplus 347 327 Accumulated retained earnings 390 347 Less treasury stock (26) (20) Total equity $805 $725 Total liabilities and stockholder's equity $1,879 $1,742
国际财务管理英文课件 (5)
Correspondent Banking Relationships
• Large commercial banks maintain demand deposit accounts with one another, which facilitates the efficient functioning of the FX market.
Bank Y Assets Liabilities
€ deposit at X€1,210m X’s deposit £300m €1,320m £400m £ deposit at X £200m X’s deposit €880m €770m £100m Other Assets €590m Other L&E €810m Total L&E €2,020m Total Assets €2,020m
Practice Problem
Bank X Milano
€110m £100m
Bank Y London
€1.10 = £1.00
Bank X Assets Liabilities
£ deposit at Y £300m Y’s deposit €1,210m £400m €1,320m € deposit at Y €880m Y’s deposit £200m €770m £100m Other Assets £600m Other L&E £400m Total Assets £1,700m Total L&E
5-10
美国加州大学河滨分校企业经济学专业申请
专业名称
生物工程 Bi oengineering BS
本科
学制 /
年
授予学位 开学时间 所在院系 学费/年
每年秋 工程学院 $13684
4,5
理学学士
季,春季
生物工程 约合 9 万
系
(人民币)
化学工程 Chemi cal Engineering
环境工程 Envi ronmental Engineering
Economics
授予学位 文学学士 BA
商业、管理与经济 经济 商业、 专业分类 商务
学制 学费
4年 13684
开学时间 秋季,春季 生活费 13200
其他费用 4650
GPA 要求 3.4
GPA 要求描 述
是
否 有 语言要 求
有
TOEFL 至少 80 分
语
言要 述
求描
IELTS 总分 7.0 SAT 写作部分
$13684
理学学士 每年秋 计算机科
4,5
约合 9 万
BS
季,春季 学与计算 (人民币)
机工程系
工程学院 $13684
理学学士 每年秋
4,5
电气工程 约合 9 万
BS
季,春季
系
(人民币)
理学学士 每年秋 工程学院 $13684
4,5
机械工程 约合 9 万
BS
季,春季 系
(人民币)
理学学士 每年秋 工程学院 $13684
留学监理服务网 www.li
加州大学河滨分校
企业经济学 - Business Economics
基本信息
所属学校 加州大学河滨分校 - University 所在院系 人文、艺术与社会科学学院 -
财经学院课程简介
微观经济学课程代码：A中文名称：微观经济学英文名称：Microeconomics选课对象：所有经管类专业本科学生。
教材：参考书：微观经济学高鸿业主编，国家教委组织编写，人大出版社。
内容简介：本课程主要是为财经类本科生开设的专业基础课。
主要研究个体经济行为及其相互关系问题。
资源的优化配置问题是其要分析的基本问题。
学生通过该课程的学习将提高其专业基础水平，为其专业课的学习和考研打好基础。
通过该课程的学习，要求学生掌握微观经济学的基本分析方法和基本观点。
宏观经济学课程代码：A中文名称：宏观经济学英文名称：Macroeconomics选课对象：所有经管类专业本科学生。
教材：参考书：宏观观经济学高鸿业主编，国家教委组织编写，人大出版社。
内容简介：本课程主要是为财经类本科生开设的专业基础课。
主要研究总量经济问题。
资源利用问题是其要分析的基本问题。
学生通过该课程的学习将提高其专业基础水平，为其专业课的学习和考研打好基础。
通过该课程的学习，要求学生掌握宏观经济学的基本分析方法和基本观点。
计量经济学课程代码：C中文名称：计量经济学英文名称：Econometrics先修课程：概率论、推断统计学、西方经济学选课对象：统计学专业学生教材：参考书：计量经济学于俊年对外经济贸易大学出版社 2000内容简介：了解计量经济学的产生与发展；掌握建立计量经济模型的步骤；掌握线性回归模型的基本概念及经典假设，参数估计方法及其性质；了解异方差、序列相关、多重共线性的产生原因与后果，掌握它们的检验方法和处理方法。
理解随机解释变量、滞后解释变量、虚拟变量等特殊变量模型及处理方法。
统计学课程代码：A中文名称：统计学英文名称：Statistics先修课程：政治经济学、西方经济学、概率论、高等数学选课对象：经管类非统计学专业学生教材：参考书：1、统计学，郑德如主编，立信会计出版社，19952、管理统计学，[美]理查德·叶文著，1986年内容简介：了解统计的发展，统计的研究对象掌握统计工作的过程以及统计学的基本方法；了解统计的职能作用，理解统计学中常用的几个基本概念。
《实用电子商务》英语课件二
B2C e-commerce is typically conducted through e-commerce websites or mobile applications. These platforms allow businesses to market and sell their products online, providing a convenient and efficient shopping experience for consumers.
02
The main types of e-commerce
B2B e-commerce
01
B2B e-commerce, or business-to-business ecommerce, refers to the electronic transactions between businesses. It typically involves the sale of goods and services between companies, such as the purchase of raw materials, components, or finished
C2C e-commerce platforms, like eBay or Craigslist, connect individuals who want
to buy or sell items and provide tools and services to facilitate these
0m3anagement and logistics coordination.
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独角兽企业金融欧美商务主题内容分享专题讲授PPT课件
03
式登陆纳斯达克市场，估值大约为240亿美元，在IPO前获得的
20倍的超额认购。
满足了七八线城市人群消费升级的需求
04
成立3年,用户超3亿,市值近300亿美元
UNICORN PINDUODUO
产 品 性 能
高端市场需要的性能
低端市场需要的性能
时间
破坏性创新的增长曲线图
YOUR LOGO
探索期
2015.10-2017.01
ORGANIZATIONAL INNOVATION
YOUR LOGO
组织创新的来源和目的
SOURCE AND PURPOSE OF ORGANIZATIONAL INNOVATION
21
YOUR LOGO
22
企业战略
23
员工---分工
• 个人能力发挥最大化 • 个人价值获取最大化
24
商业模式
25
组织结构
段永平 王卫
• 网易董事局主席 丁磊等
资本之路
不同发展时期私募基金的关注点
YOUR LOGO
06
07
08
标志
企业 发展阶段 投资机构
关注点
规模收入并高速成长
进入市场获得收入
成长早期
初步的商业计划
种子期
创业期
− 创意 − 创始人商业经验 − 产品或服务的
市场需求
− 确认市场需求切入市场 − 产品研发和制造 − 制定和执行业务计划 − 组建创业团队
– 从单一产品获取最大利润提升到重复多次利用这个产品盈利 – 案例：迪斯尼从电影《狮子王》到狮子王玩具、服装、书籍、 13 音乐等
1、从产品到品牌模式
14 – 从有形的产品和功能到无形的品牌承诺 – 案例：同样的手表“瑞士制造”可以产生品牌溢价
商务导论-Lecture 2 Overviwe of Marketing
Chapter 2
Marketing: An Overview -- How to understand the “marketing concept”?
Business English
Contents
Variables
• Geographic variables
• Demographic variables
– Region, city size, density, climate – Age, gender, education, race, nationality, income, life stage, household size, occupation – Personality, values, lifestyle, attitudes, opinions
Influences
Psychological situational
Social
Cultural
Buying Process
Problem Information Evaluation of Purchase Recognition Seeking Alternatives Decision
Post-purchase Evaluation
• A profit orientation
– Focus on those goods and services that will earn the most profit and enable the organization to grow.
Lecture 2
Definition (1)
电子商务概论 英文版 第二版 课件5
17
Selling Via Auctions
USING AUCTIONS ON THE SELL SIDE
Revenue generation Cost savings Increased “stickiness” Member acquisition and retention
18
Selling Via Auctions
5
Concepts, Characteristics, and Models of B2B EC
6
Concepts, Characteristics, and Models of B2B EC
THE BASIC TYPES OF B2B EMARKETPLACES AND SERVICES
One-to-Many and Many-to-One: Private EMarketplaces
SELL-SIDE MODELS AND ACTIVITIES
sell-side e-marketplace A Web-based marketplace in which one company sells to many business buyers from e-catalogs or auctions, frequently over an extranet. B2B Sellers Customer Service
20
One-from-Many: Buy-Side E-Marketplaces and E-Procurement
PROCUREMENT METHODS
e-sourcing e-tendering e-reverse auctioning e-informing Web-based ERP (electronic resource planning) e-MRO (maintenance, repair, and operating)
工商英语课程讲义Unit7
LVMH, the French luxury goods group which owns a string of prestige brand names ranging from Louis Vuitton luggage to Hennessy cognac, saw net profits rise by 7% to FFr 1.29 bn ($ 239 million) from FFr 1.21 billion in the first half of the year in spite of the downturn in the luxury products industry. The group saw overall group sales in the first six months of this year rise by 4.5% to FFr 9.68 billion from 9.26 bn in the same period last year. Operating income showed a marginal increase to FFr 2.35 billion from 2.34 bn.
Work C: Questions
a) The rise in net profits in the first half of the year FFr 0.08 bn b) The difference in overall group sales in the first six months FFr 0.42 bn c) The fall in sales for wines and spirits FFr 0.32 bn d) The increase in operating profits for luggage and leather products FFr 63m e) The difference in sales of perfumes and cosmetics FFr 0.49 bn
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The business buying process
There are eight stages in the business buying process.
1.Problem recognition 2.General need description 3.Product specification 4.Supplier search 5.Proposal solicitation 6.Supplier selection 7.Order routine specification 8.Performance review
Managing Customer Value
Business Markets
The Business Buying Process
Learning Outcomes
• At the end of the lesson, you should be able to:
– Distinguish between consumer buying behaviour and organisational buying behaviour – Explain the different buying processes and decisions made by both the above mentioned customer groups
The business buying process
• Buyers who face a new task buying situation usually go through all stages of the buying process. • Buyers making modified or straight rebuys may skip some of the stages.
Major influences on business buyers A. Environmental factors
1. 2. 3. 4. 5. 6. 7.
Level of primary demand Economic outlook Cost of money Supply conditions Rate of technological change Political and regulatory developments Competitive developments
C. Interpersonal
1.Authority 2. Status 3. Empathy 4. Persuasiveness
Major influences on business buyers
D. Individual
1. Age 2. Education 3. Job position 4. Personality 5. Risk attitudes
Definition
Business Market “all the organisations that buy goods and services to use in the production of other products and services or for the purpose of reselling or renting them to others at a profit”. Business Buying Process “the decision making process by which business buyers establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers”.
2. Modified rebuy – “a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers”.
Major types of buying situations 3. New task – “a business buying situation in which the buyer purchases a product or service for the first time”.
Major influences on business buyers
B. Organisational
1. Objectives 2. Policies 3. Procedures 4. Organisational structure 5. Systems
Major influences on business buyers
Characteristics of Business Markets
Business markets differ in many ways from consumer markets: A.Market structure and demand. B.Nature of the buying unit. C.Types of decisions and the decision process. D.Other characteristics.
Many business buyers prefer to buy a packaged solution to a problem from a single seller, called “systems buying”.
“Systems buying” – “buying a packaged solution to a problem and without all the separate decisions involved”.
The business buying process
Steps in a new task buying situation: 1. Problem recognition – the first stage of the business buying process in which someone in the company recognises a problem or need that can be met by acquiring a good or service. 2. General need description – the stage in the business buying process in which the company describes the general characteristics and quantity of a needed item.
…………………/
Characteristics of Business Markets…………
C. Types of decisions and the decision process
1. Business buyers usually face more complex buying decisions. 2. The business buying process is more formalised. 3. In business buying, buyers and sellers work more closely together and build close long run relationships.
…………………/
Characteristics of Business Markets…………
D. Other characteristics
1. Business buyers often buy directly from producers, rather than through retailers or wholesalers. 2. Business buyers often practice reciprocity, buying from suppliers who also buy from them. 3. Business buyers more often lease equipment rather than buying it outright.
Characteristics of Business Markets…………
A. Market structure and demand
1. Business markets contain fewer but larger buyers. 2. Business customers are more geographically concentrated. 3. Business buyer demand is derived from final consumer demand. 4. Demand in many business markets is more inelastic – not affected as much in the short run by price changes. 5. Demand in business market fluctuates more and more quickly.
Participants in the business buying process 1. 2. 3. 4. 5. Users Influencers Buyers Deciders Gatekeepers
Major influences on business buyers
A. Environmental factors B. Organisational C. Interpersonal D. Individual