市场营销英语演讲课件(1)_演讲主持_工作范文_实用文档
市场营销英文课件(PPT)
A company can add new products through acquisition of other companies.
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After international marketers position their products, they need to develop the product strategies according to the position.
1. International Product Mix Strategy The international product mix consists of all the
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International Product and Brand Strategy
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The question of Diversification v.s Standardization.
For most products, adaption to local preference is a must. But adaption to every local market may cost a company too much.
The products include the tangible products and intangible services or a combination of them.
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2.1 Consumer Products
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销英文课件01
Qualities an international marketer should have
Look at Mini-Case 1.3
3. Levels of International Marketing Involvement and Marketing Concepts in Each Level
Multinational Marketing Multi-domestic Marketing Concepts To cater for the differential customers, companies stress the separate marketing mixes in each country according to the business climate there. Look at Mini-Case 1.4
(3) Selection of Target Markets and Entry Modes
(4) Development and Implementation of International Marketing Program (5) Control of Marketinቤተ መጻሕፍቲ ባይዱ Process
Module One
Deciding Whether to Internationalize
Introduction
In face of globalization, many firms attempt to:
expand their sales into foreign markets to increase their competitiveness make greater profits, acquire larger global market share facilitate access to new products ideas and latest technology
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销英语讲义
市场营销英语讲义Unit 1 First Contact WORD CHECK (I)marketing Manager person in charge of the marketing departmentcomputer Manager person in charge of the computer departmentto be over to be here on a visit fromanother countryhost person who invites or receivesgueststhesepartsthis area1.L ISTENING (I)You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.A Hello, I’m……Nice to meet you, My name’s…….B Hello, let me introduce myself. My name’s…….Pleased to meet you, I’m……..C I don’t know anyone here. You’ll have to introduce me.Of course. Roger, this is…….Nice to meet you.D How do you do? My name’s……Nice to meet you. Mine’s…….E I haven’t met your Managing director yet.Oh, I’m sorry. Doctor Mannheim, this is……Very nice to meet you.F Let me introduce you two. Maxine, this is Francis.Nice to meet you.G Could you introduce me to the Marketing Manager?Of course, Philip, Let me introduce you to …….Nice to meet you2. R EAD AND LEARNWORD CHECK (II) Plc Public Limited Company. Acompany whose shares you canbuy on the Stock Exchangeannualevery year, yearly softwareprograms for a computer system development planning new products Personnel department section of a company whichdeals with staff welfare, records,trainingand recruitmentcolleaguefellow worker in a company or profession Accounts Department section of a company whichdeals with money paid orreceivedmarketresearchexamination of the possible demand for a product before it is put on the market PersonalAssistant secretary who provides special help to a manager or directorFinance section of a company whichcontrols a company’s moneyProduction Department section of a company which deals with the making of the company’s productsfashion designer person who plans new styles in clothes1.L ISTENING(II)Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the people’s names with their type of work. The first one has been done for you.2.R EAD AND LEARN3. P RESENTATIONWe use a variety of prepositions to indicate work relationships.e.g. I work for Manders(they are my employers)I work at Manders (the place)I work with Manders (a sense of collaboration)I ’m in computers (general type of work) NamesType of work 1. P eter2. J ohn3. S usan4. M ike5. S arah6. M r fields7. M artin8. J ean9. J ean ’s husband a. P roduction b. P ersonal Assistant c. S oftware development d. M arket research e. F ashion design f. P ersonnel g. A ccountsh. S alesi. F inanceI’m on the market research side (general type of work)I’m in the Sales Department (specific place of work)4.P RACTICEGroup work1.I ntroduce yourself to the others.2.I ntroduce the other two to each other.3.A sk to be introduced.4.T ell your job and place of work.Unit 2 Company Organization-----Presenting the Company WORD CHECK (I)organizational showing the way a companyis organizedstructure organizationManaging Director Director who is in charge of a whole companyexecutives People who put decisionsinto actionpersonnel stafftraining teaching employees how todo something rationalisation making more efficient region part of a country / an area to split to dividematrix (basis) organized according to twosets of criteria, e.g.geographical andfunctionalsection part of a company subsidiary company which is owned by aparent companyaffiliate company wholly or partlyowned by another company 1.L ISTENING (I)Listen to the presentation about Rossomon Plc., complete the organization chart below.2.R EAD AND LEARN3.P RESENTATIONThis section demonstrates some of the language used to describe an organization interms of:● Hierarchy● Responsibilities/functions● Titles● Affiliates● StructureHierarchyThe company is headed by the MD.The Sales Director reports to the MD.The Sales Director is under the MD.The sales Director is accountable to the MD. The Sales Director is supported by a sales team.The Sales Director is assisted by an Assistant Sales Manager.Responsibilities/functionsThe finance Department is responsible for accounting.The R&D (Research and Development) Department takes care of new productdevelopment.The Administration Manager is in charge of personnel.TitlesBelow are the main managerial titles with the US equivalents in brackets:Chairman (President)Managing Director (chief Executive Officer/Senior Vice- President)Finance Director (Vice-President-Finance) Sales Manager (Sales Director)Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)AffiliatesX is the Parent company.A, B and C are subsidiaries (more than 50% owned by the parent)StructureThe Car Division consists of the Production Department and the Sales Department.The Production Department comprises the Methods Section and the Maintenance Section.The Sales Department is made up of the Advertising Section and the After-sales Section.4. P RACTICEPair work:Describe the typical management structure of a British company.Presenting Information ----Structuring IdeasChai Mana Fina Mark ProduPerson nel Chief Accou Sale s Publi c Adver tisin Works / Purch asingFocus: A Personnel director giving an informal presentation on the structure and organization of the department.WORD CHECK (II)to head be at the top of, be in chargeofact officially fortorepresentbring togethertoco-ordinateselection choicemanpower number of workers neededto handle look after (a task)pension amount of money paid regularlyafter a person stops work,either because of old age orillnesspost jobthe press newspapers in generalpolicy fixed planrecession period of little economicactivityto deal with organize, look after (a task) to take care oforganize, look after (a task) 1. L ISTENING(II)Listen to the Personnel director of Rossomon plc explaining the structure and organization of the department to a newmember of her team. As you listen, complete the organization chart.2. R EAD AND LEARN3. P RESENTATIONA presentation is a talk given by a speaker to one or more listeners. To be effective, the speaker ’s message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of anPERSONNEL & & & & Main looks forhandles in charge deals witheffective presentation are:1. t he effective organization of theinformation2. t he effective delivery of the information3. t he effective use of language.Below, the skills and techniques needed to organize information effectively are identified.Organization of information--Transparency of structure:have a clear beginning, middle and end. --Organization of content:Identify clearly the main points and the supporting points.In the listening extract, the speaker followed a number of steps:4. PRACTICEgreetintroduc introduc conclude invite summarizeoutline Present main part, divided into: Point 1 Point 2 Point 3Pair workFollow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partner’s roles are.Your presentation should:--- include the relevant information--- have a clear structure--- make that structure clear by using appropriate languageUnit 3 Telephone EtiquetteTelephoning 1 -----Making arrangements WORD CHECK (I)installation the process of putting newmachines into an office or afactorycomplicated difficulttechnician skilled technical workerto sort out to put rightto fix to arrangeto manage to be able to do something,e.g. meet on Tuesdayto suit to be suitable or convenient1.LISTENING (I)Listen to the three telephone calls. As you listen, complete the table below.Call Name ofpersoncalled Name ofcallerReasonforcallResultof call1 232.READ AND LEARN3.PRESENTATIONThe telephone conversations you heard in the dialogues included a number of steps, in particular:⏹Identifying yourself/your company⏹Asking the caller to identifyhimself/herself⏹Asking for a connection⏹Taking/leaving a message⏹Explaining the reason for the call⏹Making appointments⏹Signing offNow look at the language used in these steps.1.Identifying yourself/your company Krondike Electronics. Can I help you?(a typical switchboard)John Bird speakingThis is Pete EdwardsJohn here2. Asking the caller to identify himself/herselfWho’s calling please?3. Asking for a connectionI’d like to speak to _______________________, please.Could you put me through to _______________, please.I’d like to speak to someone about deliveries, please.4. Taking/leaving a messageI’m afraid he’s out at the moment. Can I take a message?Can you ask him to call me back?5. Explaining the reason for the callThe reason I called is _____________________.I am (just) phoning to ____________________.6. Making appointmentsCould you manage Tuesday?What about Friday?Shall we say two o’clock?Just a moment, I’ll get my diary.I’m sorry, I’m out all day.Friday would be fine.That suits me.7. Signing offI look forward to seeing you.Thanks for calling.Goodbye.Bye.4.PRACTICEPair workStudent A:1)Y ou are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the title Mr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is (0732) 4355012)B Rogers calls you back. You want to order some shoes. Before you order you wouldlike to know the price for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.3)Y ou are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan. You want to meet next week. Below is your diary for next week.Monday ThursdayMorning MorningMeeting with sales manager 10:00-12:00 Lunch with childrenLunch with Ross AfternoonAfternoon Prepare report Board Meeting 14:30-17:00Tuesday FridayMorning Morning Leave for JapanAfternoon visit Ross factory 14:00-18:00 afternoonWednesday Saturday SundayMorning 09:00 meet sales reps11:00 drive to ManchesterAfternoon Visit two clients15:00--- Mr peacock16:00---Miss DavisTelephoning 2 -----Information Handling (Late Payment)Focus: Making phone calls to chase late paymentsWORD CHECK (II)invoice billpayment money given in return for goodsor servicesto transfer move, e.g. money, from one place, e.g.a bank, to anotherto sort out(aproblem)solve….enquiry questionto credit put money into an accountroundfigurenumber ending in 0, e.g. 3,500a charge money that must be paid for aserviceto convert change from one currency toanother1. LISTENING (II)Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.Call 1Name of caller: Person called: Date of invoice:Action-- What: -- When: Call 2Bank account details:Number: --Bank name: Action-- What: -- When: Call 3Company name: Credit-- Actual amount: -- Expected amount: -- Day:2. READ AND LEARN3. PRESENTATIONIn the phone calls, the parties used the following techniques for handling problems: Asking for repetition⏹Asking for clarification⏹Asking for verification⏹Asking for spelling⏹Correcting informationBelow are some sentences that you can use: 1)A sking for repetitionYou may need to ask for repetition in two situations: if you didn’t hear what was said, or if you didn’t understand what was said,A: if you didn’t hear, you can use one of these phrases:Sorry?(with a rising intonation)Pardon? (with a rising intonation) Pardon me? (with a rising intonation)(US)Excuse me? (with a rising intonation)(US)Another strategy is to state your problem and then make a request.Stating your problem:(I’m) sorry. I didn’t hear what yousaid.I didn’t quite catch what you said.I didn’t quite catch that.Making your request:Could you repeat what you said, please?Could you repeat that /say that again, please?B: If you didn’t understand, you can state your problem and then make a request: Stating your problem:(I’m) sorry. I don’t quite follow you.I don’t understand what you’ve just said.Making your request:Could you go over that again, please?2)A sking for clarificationI you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more precise Information:What do you mean, exactly?What exactly do you mean by ‘incorrect bank details’?Could you explain what you mean, please?3)A sking for verificationIf you want to check that you have understood what the speaker has said, you can use one of the following expressions: Did you say the Bank of Scotland?(stressed, to check that it is the correct word)Let me just check. The account number is 40211686. Is that right?4)A sking for spellingCan/Could you spell that, please?5)C orrecting informationIt is quite common ot soften a correction by using a polite formula before making the correction:(Excuse me.) Not the 30th. The 13th. (Sorry, that’s not quite right.)It should be the 13th, rather than the 30th. (Sorry, I think you’ve made a mistake.)The 13th rather than the 30th.4. PRACTICEPair work4.1 Student A: You are the Marketing Manager of Vitaco, a major supplier of pharmaceutical products. Next month you are spending two days in the Republic of Surnamia to try and boost business there. At present you work through a small agency, surimport. Your agent there has agreed to arrange a number of visits to prospective customers. However, you are not convinced that your agent is really looking after Vitaco’s interests and are keen to show him/her that this visit is important for the future relationship between your two organizations.Call your agent and ask for details of the visits. The visits need to be fitted into andwritten into the timetable below.Day1 Day208:00 08:0009:00 09:0010:00 10:00 Address toAnglo-surnamia 11:00 11:00 friendshipClub12:00 12:0013:0013:00 Lunch withChamber ofCommerce14:00 till 14:30 14:0015:00 15:0016:00 16:0017:00 17:00 flight toMansuria18:00 18:0019:00 19:0020:0020:00 Dinner WithCommissioner21:00 21:004.2 Student A: You are the agent for Student B’s company (Komestico) in the Republic ofMansuria. Your agency, Mansimport, represents a number of domestic appliance companies. However, you have been able to negotiate better discounts with domestico’s competitors and therefore are better able to sell their products. You have met Domestico’s Marketing Manager(Student B)before and you did not like his/her aggressive manner. Nevertheless, you would like to continue to represent Domestico as they have one good product which you can sell quite easily.Domestico’s Marketing Manager has informed you that he/she intends to visit Mansuria for two days next month and has asked you to set up a number of visits to prospective customers. You don’t really want him/her to come. At the last minute you have contacted a few prospective customers. Below are your notes. Student B is going to call you to ask you for the details.Before Student B calls you, write int thenames of the companies and contacts for the visits. Use your imagination to invent some suitable names for the phone conversation. Company:________________________Contact:_______________________Visit: Day 1 10.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 14.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 11.30 Company:________________________Contact:_______________________Visit: Day 2 16.30Unit 4 Sales ReviewWORD CHECKtarget level, e.g. of sales, to aim for performance how good or bad the results are product thing which is made ormanufacturedto launch to put a new product on themarketpeak highest pointunit single productsteadily in a regular or continuous way to settle to stay at the same level rapidly quicklyslightly not very much, a little results outcome of the year’s trading 1.L ISTENINGListen to the sales review. As you listen, match the model number of the product to the graph.Models: A1456, B2456, C3456Graph 1 Sales performance:Model__________________________Sales 000sGraph 2 Salesperformance:Model__________________________12345100 200 300 400 500 year6600Sales 000sGraph 3 Sales performance:Model__________________________Sales 000s2. R EAD AND LEARN123 4 5100 200 300 400 500 year12345100 200 300 400 500 year66006600Unit5 Project ReportingFocus: Two colleagues discussing the progress of a marketing campaignWORD CHECKoriginal(plan) first, initial preliminary(test) before starting the mainstage,initial(small-scale)…to run (rest) do…..encouraging showing positive results to scale up increase to greatervolumetooling machines needed forproductionpromotion literature leaflets, posters. etc., used topublicize/advertisemedia coverage reports, publicity innewspapers, on TV, etc.1.L ISTENINGListen to the dialogue in which twocolleagues discuss the progress of a marketing campaign. As you listen, complete the key for the project planner belowPROJECT PLANNINGSept Oct Nov Dec Jan Feb Mar April(now)MayKeya.b.c.d.e.2.R EAD AND LEARN3.W ORD STUDYMatch the words on the left with their closest equivalents (synonyms) on the right 1.P reliminary a.t o prepare…2.t o run (a test) b.i n limited quantities3.t o reach (atarget)c.t o have…4.t o scale up (production)d.…informed5.T o work on (something)e.a stage6.a phase f.i nitial7.o n a small scale g.t o increase…8.(keep me) upon dateh.T o carry out9.t o hold (apressconference )i.t o achieve10.(tell me) where we stand j.…what the position is4.P RACTICEPair workDiscuss the timing of a project involving the launch of a new product.Student A: Use the project planner below to answer your partner’s questions about project timing. The present date is August 15th.PROJECT PLANNERLast year This year(now)Next yearJ F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DKey=productdevelopment=prototype =present test results=prepare national launchUnit 6 Performance AnalysisFocus: A telephone call between two colleagues discussing quarterly results WORD CHECKquarterly every 3 monthsto clear(sales)reach…to pick up(an order)get, win…stock level amount of stock (goods) in storesto recon thinkrecession economic decline in anarea/countryto bottomoutreach the lowest pointboom fast economic growth1. LISTENINGListen to the telephone call between a European Sales Manager and her French area salesman. They are discussing quarterlyresults. As you listen, complete the figures below.Product Forecast Actual (lastquarter) Zellon RangeArtemis 650,000HedonAftershaveMinosFace-cream2. READING AND LEARN3. WORD STUDYComplete the expressions by matching the verbs on the left with an appropriate phrase on the right. Note that, in a few cases, more than one phrase may be appropriate.11.to clear k.a big order12.to fix l.f or a meeting13.to pick up m.w ith a new product14.to cut n.￡200,000worth of sales 15.to appealtoo.y our problem16.to pull out of p.a n optimistic target17.to get together q.y oung consumers18.toappreciater.a n opportunity19.to miss s.t he recession20.to besuccessfult.s tock levels4. PRACTICEExchange information about Xion’s performance over the last 18 months. Student A: Complete the information chart below by asking your partner questions. Your partner will ask you about the information you have.XION COMPANY RESULTSLast year (previous year’s results in brackets) This year: (first six months)Turnover: 250,000(280,000)$Profits:$ ($ )$ Share price: $6.70 ($7.80) $6.90XION STRATEGIC OBJECTIVESLast year This year1.J oint venture in Japan: deal signed October 1.I ntroduction of franchises: first two introduced in May2.R estructuring ofmanufacturing: 2.N ew profit-sharingscheme: 3.S ale ofloss-makingagriculturebusiness:Unit 7 Arranging a ConferenceFocus: Three colleagues trying to arrange a sales conferenceWORD CHECKissue discussion topicfacilities rooms, equipment, etc.,conference…,leisure…to settle for agree to (often involving some compromise)delegate participant, representative(e.g. at a conference)to sort out arrange1.L ISTENING1.1Information transferListen to the extract from a meeting called to arrange a European Sales Conference. As you listen, complete the secretary’s notes below.1.2CommunicationAssess the manner of the three participants in the meeting in terms of assertiveness and submissiveness. √not very √√quite √√√veryAssertive Submissive SheilaRonTracy2.R EAD AND LEARN3.W ORD STUDYFind the word or expression in the box which is closest in meaning to the words in italics in the expressions below.a.t ravelb.f ixc.I s that allinclusive?d.I temse.l ocationf.a gree tog.a rrangeh.o pinion i.t akingplace j.c annot be considere d1.T here are three issues we need to discuss…2.… have to settle for September…3.… a trade fair coming up at the end of…4.A ugust is out…5.H ardly time to get over to London…6.C an’t we make it the second weekend…?7.I’ve found the ideal spot…8.D oes that include everything?9.… to sort out the details…10.What’s your view, Ron?4.P RACTICEPair workMake an arrangement for a meeting to discuss some new policy questions.Student A: You want to arrange a meeting with Student B. Use the diary to fix a suitable time and place for a meeting next week.Mon Tues Wed Thurs Fri9:00 Flight toMunich Meeting inHead OfficeTrade Fair inDerbyGolf with Ron11:00 Dentist13:00 Lunch withKate15:00 Write Report Weekend inWales 17:00 Flight back19:00Unit 8 Competitive AdvantageFocus: A senior Director talking about the competitive position of his company. WORD CHECKSWOT Strengths, Weaknesses,Opportunities, Threatsto perceive see, feeluser-friendly easy for users to operate value formoneyquality in relation to price help-desk aftersales telephone supportfield maintenance repairs carried out at customer premisespenetration percentage market share profile reputation and awareness inpublic eyedirect mail selling by sending promotionmaterial through the post toprospective customers customer base number of customersto capitalize take advantage of1.L ISTENINGListen to a presentation given by a Directorof NETCOUNT Software Ltd, a supplier of accounts software to small business users. He outlines the competitive position of the company. As you listen, complete the table below.Strengths 1.Opportunities 1.2. 2. Weakness 1.Threat 1.2.R EAD AND LEARN3.W ORD STUDYThe following exercise focuses on building vocabulary to describe products, companies and services. Complete the table. The first one has been done for you.Quality Positiveadjective Negative adjectivefriendliness friendly unfriendly speed (ofservice)qualificationsof staffefficiencystrengtheffectivenessextendsecuritysophistication4.P RACTICEPair workCompare and contrast two companies. Student A: You should focus on Saffron Inc and make comparisons with Zuchini SA. Student B: You should focus on Zuchini SA and make comparisons with Saffron Inc.Saffron Inc Zuchini SA﹡﹡﹡﹡﹡ProductqualityAverage3 weeks4 weeks delivery timeAfter-sale 24 hours 12 hoursresponsePrices (indexfigure)$45.00 $22.00 Turnover $22m $25m Headcount 1,450 850Location San Francisco+ 2 Plants inUK Milan+ 1 plant in Portugal。
市场营销讲稿(英文版)(ppt 36页)
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
市场营销学英文PPT
Chapter 1- slide 15
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept is the idea that consumers will favor products that are available or highly affordable
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 3
What Is Marketing?
The Marketing Process
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 4
• Value and satisfaction
Marketers
• Set the right level of expectations • Not too high or low
Copyright © 2010 Pearson Education, Inc.
Chapter 1- slide 8
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
市场营销讲义英文274页PPT
The Marketing Plan
Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
Objectives
Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management
【通用】市场营销英语讲义.doc
Unit 1 First Contact1.LISTENING (I)You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.A Hello, I’m……Nice to meet you, My name’s…….B Hello, let me introduce myself. My name’s…….Pleased to meet you, I’m……..C I don’t know anyone here. You’ll have to introduce me.Of course. Roger, this is…….Nice to meet you.D How do you do? My name’s……Nice to meet you. Mine’s…….E I haven’t met your Managing director yet.Oh, I’m sorry. Doctor Mannheim, this is……Very nice to meet you.F Let me introduce you two. Maxine, this is Francis.Nice to meet you.G Could you introduce me to the Marketing Manager?Of course, Philip, Let me introduce you to …….Nice to meet you2.READ AND LEARN1.LISTENING(II)Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the people’s names with their type of work. The first one has been done for you.2.READ AND LEARN3.PRESENTATIONWe use a variety of prepositions to indicate work relationships.e.g. I work for Manders(they are my employers)I work at Manders (the place)I work with Manders (a sense of collaboration)I’m in computers (general type of work)I’m on the market research side (general type of work)I’m in the Sales Department (specific place of work)4.PRACTICEGroup work1.Introduce yourself to the others.2.Introduce the other two to each other.3.Ask to be introduced.4.Tell your job and place of work.Unit 2 Company Organization-----Presenting the Companyorganizational showing the way a company is organizedstructure organizationManaging Director Director who is in charge of a whole companyexecutives People who put decisions into actionpersonnel stafftraining teaching employees how to do somethingrationalisation making more efficientregion part of a country / an areato split to dividematrix (basis) organized according to two sets of criteria, e.g. geographical andfunctionalsection part of a companysubsidiary company which is owned by a parent companyaffiliate company wholly or partly owned by another company1.LISTENING (I)Listen to the presentation about Rossomon Plc., complete the organization chart below.2.READ AND LEARN3.PRESENTATIONThis section demonstrates some of the language used to describe an organization in terms of:●Hierarchy●Responsibilities/functions●Titles●Affiliates●StructureHierarchyThe company is headed by the MD.The Sales Director reports to the MD.The Sales Director is under the MD.The sales Director is accountable to the MD.The Sales Director is supported by a sales team.The Sales Director is assisted by an Assistant Sales Manager.Responsibilities/functionsThe finance Department is responsible for accounting.The R&D (Research and Development) Department takes care of new product development.The Administration Manager is in charge of personnel.TitlesBelow are the main managerial titles with the US equivalents in brackets:Chairman (President)Managing Director (chief Executive Officer/Senior Vice- President)Finance Director (Vice-President-Finance)Sales Manager (Sales Director)Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)AffiliatesX is the Parent company.A, B and C are subsidiaries (more than 50% owned by the parent)StructureThe Car Division consists of the Production Department and the Sales Department.The Production Department comprises the Methods Section and the Maintenance Section.The Sales Department is made up of the Advertising Section and the After-sales Section.4.PRACTICEPair work:Describe the typical management structure of a British company.Presenting Information ----Structuring IdeasFocus: A Personnel director giving an informal presentation on the structure and organization of the department.1.LISTENING(II)Listen to the Personnel director of Rossomon plc explaining the structure and organization of the2.READ AND LEARN3.PRESENTATIONA presentation is a talk given by a speaker to one or more listeners. To be effective, the speaker’s message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of an effective presentation are:1.the effective organization of the information2.the effective delivery of the information3.the effective use of language.Below, the skills and techniques needed to organize information effectively are identified. Organization of information--Transparency of structure:have a clear beginning, middle and end.--Organization of content:Identify clearly the main points and the supporting points.In the listening extract, the speaker followed a number of steps:4. PRACTICEPair workFollow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partner’s roles are.Your presentation should:--- include the relevant information--- have a clear structure--- make that structure clear by using appropriate languageUnit 3 Telephone EtiquetteTelephoning 1 -----Making arrangements1.LISTENING (I)2.READ AND LEARN3.PRESENTATIONThe telephone conversations you heard in the dialogues included a number of steps, in particular: ⏹Identifying yourself/your company⏹Asking the caller to identify himself/herself⏹Asking for a connection⏹Taking/leaving a message⏹Explaining the reason for the call⏹Making appointments⏹Signing offNow look at the language used in these steps.1.Identifying yourself/your companyKrondike Electronics. Can I help you?(a typical switchboard)John Bird speakingThis is Pete EdwardsJohn here2. Asking the caller to identify himself/herselfWho’s calling please?3. Asking for a connectionI’d like to speak to _______________________, please.Could you put me through to _______________, please.I’d like to speak to someone about deliveries, please.4. Taking/leaving a messageI’m afraid he’s out at the moment. Can I take a message?Can you ask him to call me back?5. Explaining the reason for the callThe reason I called is _____________________.I am (just) phoning to ____________________.6. Making appointmentsCould you manage Tuesday?What about Friday?Shall we say two o’clock?Just a moment, I’ll get my diary.I’m sorry, I’m out all day.Friday would be fine.That suits me.7. Signing offI look forward to seeing you.Thanks for calling.Goodbye.Bye.4.PRACTICEPair workStudent A:1)You are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the titleMr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is (0732) 4355012) B Rogers calls you back. You want to order some shoes. Before you order you would like to know theprice for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.3)You are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan.Telephoning 2 -----Information Handling (Late Payment)Focus: Making phone calls to chase late payments1. LISTENING (II)Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.2. READ AND LEARN3. PRESENTATIONIn the phone calls, the parties used the following techniques for handling problems:⏹Asking for repetition⏹Asking for clarification⏹Asking for verification⏹Asking for spelling⏹Correcting informationBelow are some sentences that you can use:1)Asking for repetitionYou may need to ask for repetition in two situations: if you didn’t hear what was said, or if you didn’t understand what was said,A: if you didn’t hear, you can use one of these phrases:Sorry?(with a rising intonation)Pardon? (with a rising intonation)Pardon me? (with a rising intonation)(US)Excuse me? (with a rising intonation)(US)Another strategy is to state your problem and then make a request.Stating your problem:(I’m) sorry. I didn’t hear what you said.I didn’t quite catch what you said.I didn’t quite catch that.Making your request:Could you repeat what you said, please?Could you repeat that /say that again, please?B: If you didn’t understand, you can state your problem and then make a request:Stating your problem:(I’m) sorry. I don’t quite follow you.I don’t understand what you’ve just said.Making your request:Could you go over that again, please?2)Asking for clarificationI you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more preciseInformation:What do you mean, exactly?What exactly do you mean by ‘incorrect bank details’?Could you explain what you mean, please?3)Asking for verificationIf you want to check that you have understood what the speaker has said, you can use one of the following expressions:Did you say the Bank of Scotland?(stressed, to check that it is the correct word)Let me just check. The account number is 40211686. Is that right?4)Asking for spellingCan/Could you spell that, please?5)Correcting informationIt is quite common ot soften a correction by using a polite formula before making the correction: (Excuse me.) Not the 30th. The 13th.(Sorry, that’s not quite right.) It should be the 13th, rather than the 30th.(Sorry, I think you’ve made a mistake.)The 13th rather than the 30th.4. PRACTICEPair work4.1 Student A: You are the Marketing Manager of Vitaco, a major supplier of pharmaceutical products. Next month you are spending two days in the Republic of Surnamia to try and boost business there. At present you work through a small agency, surimport. Your agent there has agreed to arrange a number of visits to prospective customers. However, you are not convinced that your agent is really looking after Vitaco’s interests and are keen to show him/her that this visit is important for the future relationship between your two organizations.Call your agent and ask for details of the visits. The visits need to be fitted into and written into the4.2 Student A: You are the agent for Student B’s company (Komestico) in the Republic of Mansuria. Your agency, Mansimport, represents a number of domestic appliance companies. However, you have been able to negotiate better discounts with domestico’s competitors and therefore are better able to sell their products. You have met Domestico’s Marketing Manager(Student B)before and you did not like his/her aggressive manner. Nevertheless, you would like to continue to represent Domestico as they have one good product which you can sell quite easily.Domestico’s Marketing Manager has informed you that he/she intends to visit Mansuria for two days next month and has asked you to set up a number of visits to prospective customers. You don’t really want him/her to come. At the last minute you have contacted a few prospective customers. Below are your notes. Student B is going to call you to ask you for the details.Before Student B calls you, write int the names of the companies and contacts for the visits. Use your imagination to invent some suitable names for the phone conversation.Company:________________________Contact:_______________________Visit: Day 1 10.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 14.30Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 11.30 Company:________________________Contact:_______________________Visit: Day 2 16.30Unit 4 Sales Review1. LISTENINGListen to the sales review. As you listen, match the model number of the product to the graph. Models: A1456, B2456, C3456Graph 1Sales performance: Model__________________________Sales 000sGraph 2 Sales performance: Model__________________________ Sales 000s Graph 3 Sales performance: Model__________________________Sales 000s2. READ AND LEARN 400 500100 200300 400 5000 1 2 3 4 5 100200 300 400 500 year 6600 600 600Unit5Project ReportingFocus: Two colleagues discussing the progress of a marketing campaign1.LISTENINGListen to the dialogue in which two colleagues discuss the progress of a marketing campaign. As you listen, complete the key for the project planner belowa.b.c.d.e.2.READ AND LEARN3.WORD STUDY4.PRACTICEPair workDiscuss the timing of a project involving the launch of a new product.Student A: Use the project planner below to answer your partner’s questions about project timing. The present date is August 15th.KeyUnit 6 Performance AnalysisFocus: A telephone call between two colleagues discussing quarterly results1. LISTENINGListen to the telephone call between a European Sales Manager and her French area salesman. They are2. READING AND LEARN3. WORD STUDYComplete the expressions by matching the verbs on the left with an appropriate phrase on the right.4. PRACTICEExchange information about Xion’s performance over the last 18 months.Student A: Complete the information chart below by asking your partner questions. Your partner will ask you about the information you have.Unit 7 Arranging a ConferenceFocus: Three colleagues trying to arrange a sales conference1. LISTENING1.1 Information transferListen to the extract from a meeting called to arrange a European Sales Conference. As you listen, complete the secretary ’s notes below.1.2 CommunicationAssess the manner of the three participants in the meeting in terms of assertiveness and submissiveness. √not very √√quite √√√very2. READ AND LEARN3.WORD STUDYFind the word or expression in the box which is closest in meaning to the words in italics in the1.There are three issues we need to discuss…2.… have to settle for September…3.… a trade fair coming up at the end of…4.August is out…5.Hardly time to get over to London…6.Can’t we make it the second weekend…?7.I’ve found the ideal spot…8.Does that include everything?9.… to sort out the details…10.What’s your view, Ron?4.PRACTICEPair workMake an arrangement for a meeting to discuss some new policy questions.Student A: You want to arrange a meeting with Student B. Use the diary to fix a suitable time and placeUnit 8 Competitive AdvantageFocus: A senior Director talking about the competitive position of his company.1.LISTENINGListen to a presentation given by a Director of NETCOUNT Software Ltd, a supplier of accounts software to small business users. He outlines the competitive position of the company. As you listen, complete the2.READ AND LEARN3.WORD STUDYThe following exercise focuses on building vocabulary to describe products, companies and services.4.PRACTICEPair workCompare and contrast two companies.Student A: You should focus on Saffron Inc and make comparisons with Zuchini SA. Student B: You should focus on Zuchini SA and make comparisons with Saffron Inc.Unit 9 Business TransactionsFocus: The Manager of a sportswear shop talking to two new assistants about the transactions and records involved when buying stock.1.LISTENINGListen to the manager of a shop giving two new assistants detailed instructions about the procedures involved when buying stock. As you listen, complete the participant’s note below.2. READ AND LEARN3. WORD STUDYa. Complete the following word table by writing the missing forms in the spaces provided. The first onehas been done for you. Do not include person/agent under Noun. b. Complete the following sentences about order processing with an appropriate word. 1.We usually __________our orders by phone on a Monday.2. We normally__________ delivery of the orders at the end of the week.3. Invoices are normally sent by __________the following week.4. If there is a mistake in the invoice, I normally speak to the supply company by __________.5.After that I usually confirm details of the mistake in __________; and I send the details by __________ so that the suppliers receive the information right away.4. PRACTICE4.1 Pair workStudent A: You have recently joined Outdoor Adventures, a shop selling sports equipment, as their Purchasing Manager. From the shop ’s records, you know that, in the past, Outdoor Adventures bought goods from the supplier, Western Sports. As times are hard in sports equipment retailing, you need to get the best possible payment terms: 15% discount and payment 90 days after delivery.Call them for a quote for the following equipment and complete the quote record form below.4.2 Group workIn small groups, design an order form for Outdoor Adventures using the information given in the listeningsection, together with any additional information that you think might be useful.Unit 10 Sales TrainingFocus: A Sales Manager and his Regional Sales Managers discussing the importance of customer service1.LISTENINGListen to a group of sales managers discussing details of sales programs designed to improve areas of customer service in the company. As you listen, complete the training plan schedule.2.READ AND LEARN3.WORD STUDYa.Prefixes are often used to form negatives, e.g. helpful-unhelpful; pleased-displeased. What are theopposites of the following words?1.fair 3. legal 5. practical 7.possible 9. satisfied2.efficient 4. acceptable 6. employed 8. suitable 10. logicalplete the following sentences with one of the negatives from the previous exercise.1.It is now __________to practice discrimination on the basis of race, color, sex or creed.2.__________workers can have a negative influence on their colleagues.3.We have looked at your proposal, but have found your prices totally__________.4.This interview procedure is very__________: it takes twice as long as it should.5.We regret that it is__________ for us to meet the deadline. Could we agree on extra week?4.PRACTICE4.1 Pair workStudent A: You are a Manager who has just completed a training course with your company. Your boss4.2 Group workIn small groups, discuss a training course that you have recently attended. You can use the above questionnaire for your discussion. Use as many quantifiers as possible.Unit 11 The Supply ChainFocus: A presentation by a Director of Logistics about the supply chain1. LISTENINGListen to a presentation, in which a Director of Logistics describes the supply and distribution chain in his electronics business. As you listen, complete the flow-chart below.2.3.WORD STUDYThree words which are often confused are: to supply, to deliver, to dispatch (also: dispatch). Look at these examples:We supply many of the motor manufactures in the area. =sell goods toWe deliver on a two monthly basis. =send goods to our customersWe just dispatched the last consignment. =sent …from our premises 171.We have been their __________ for many years.2.I don’t believe they are going to stop using us just because one __________ was late.3.The problem occurred because the __________department was on strike.4.Good __________always __________on time, whatever the problems with __________.5.Can you __________these goods to the standard we require? It’s not just a question of__________times.4.PRACTICEGroup workEach member of the group should prepare and make a short presentation describing one of the following processes:--recruiting a new employee--running a marketing campaign--chasing an unpaid invoice--reducing inventory levels--booking a holiday--getting to workUnit 12 Dealing with GrowthFocus: The Director of the Milk Marketing Board giving a presentation about market trendspie chart circular chart divided into segmentssector share market share held by one product sector in the marketweight of publicity great quantity/influence of publicitylow fat diet regime of eating only food with no or low fatinitial firstconsumer resistance consumers’ negative attitude towards a product/serviceconsumer awareness consumers’ knowledge about a product/service1.LISTENINGListen to a presentation, given by the Director of the Milk Marketing Board, about trends in the milk drinks market. As you listen, complete the keys to the figures below.10 years ago: 280m litersNow: liters: sector: sector: sector: sector: sector: sector: sector: sector2.READ AND LEARN3.WORD STUDYGroup the verbs below under the four headings.to expect to slow downto increase to declineto speed up to projectto rise to plummetto rocket to sinkto fall to accelerateto predict to anticipateto go up to calm downUpward trend Downward trend Future estimate Speed of change to increase in decline to expect to slow down4.PRACTICEPair workStudent A: (I) Describe the trends presented in the following graph. (ii) Complete the second graph by listening to your partner’s description. Industrial production trends (1985=100)Unit 13 Company PolicyFocus:An extracts from a presentation given by a Managing Director as he reviews the company ’s achievements over the last ten years1. LISTENINGListen to the Managing Director of Rossomon giving an overview ofthe organization and what it has achieved in the areas noted below. As you listen, complete the notes of the Managing Director ’s talk.2.READ AND LEARN3.WORD STUDYplete the following sentences by writing the words in brackets in the correct form. The first onehas been done for you.1. A SWOT analysis identifies a company’s strengths and weakness .(strong; weak)2.I have been very __________with this year’s results. (satisfaction)3.Every junior manager can expect to be __________to middle management within five years.(promotion)4.If the __________situation does not improve substantially we should be forced to lay off staff.(finance)5.At the moment we are facing stiff __________from other European companies. (competitor)6.We are happy to __________different schemes for our employees. (arrangement)b.Now complete the following word table by writing the missing forms in the spaces provided. The firstone has been done for you.4.PRACTICEGroup workPrepare and give a short presentation (maximum 5 minutes)on one of the following areas:--your company’s pay policy--training in your company--your company’s promotion practice--communications in your company.When you give your presentation, make sure that you use connectors to link your sentences and ideas.Unit 14 Pricing DecisionsFocus: An extract from a meeting in which prices are discussed1.LISTENINGListen to the extract from a meeting in which four colleagues discussing pricing strategy for a new product. As you listen, complete the notes on the writing pad on the left, then use these notes to2.READ AND LEARN3.WORD STUDYComplete the following sentences with appropriate prepositions.1.I’d like you to look __________ these figures. You’ll see…2.The price is made __________of many elements.3.We have set the target price __________$24.4.There figures are based __________the retail price index.5.At the moment we’re working __________ a promotion campaign.6.We distribute the produce __________the retailers __________wholesalers.7.We’re aiming __________$200,000 profits in the first year.8.Do you agree __________Helen?9.The fuel cost increase will push the distribution costs __________.10.The retailers have marked __________the price by 15%.4.PRACTICEPair workStudent A:Student B start talking about Issue 1 and 2 below. Interrupt him/her to seek more information/clarification.Issue 1: EnvironmentIssue 2: Ethics in businessTalk about Issue 3 and 4 below. Student B will interrupt you to seek further information/clarification/ Issue 3: Learning a language:--time--difficulty--progress--children versus adults--your experienceIssue 4: Business culture in your country--attitudes to punctualitywork/familyworking hours--management style/organization--private/public sectorUnit 15 Meeting ObjectivesFocus: An extract from a training session for new recruits about the essential elements of business meetings.1.LISTENINGListen to a group of new employees at a training session discussing how meetings should be organized.2.READ AND LEARN3.WORD STUDYNoun+noun compounds are widely used in technical and business English, as they are economical to use: e.g. personnel management rather than the management of personnelchairperson rather than person who chairs a meetingnote-taker rather than person who takes notesAs you can see, some of the compounds are written as one word, some as two words, and some are hyphenated. As the language is continually changing in this area, there are no fixed rules.a.What are the compounds for the following?1. a manager in charge of sales2.the keyboard of a computer3. a person who does work from home4. a person who pays taxes5. a break to have coffee in the morning6.the development of management7. a paper which gives the news8.the control of quality9.an increase in pay10.the team of management in the company11.the industry which makes cars12.the sheet (of paper) which shows the balance of a companyplete the following sentences with an appropriate phrase from the list above.1.We usually advertise our management vacancies in a national .2.As a , I object strongly to the recent changes in governmentlegislation, since I now have to pay more.3.We produce a every year and this is included inour annual report.4.We usually have our at about 10.30.5.I suggest you clean your . I think you’ll it’llwork then.6.The consists of the Chairman and the Directors.4.PRACTICEGroup workSimulate a meeting in small groups, each consisting of between four and six participants.The purpose of the exercise is to practice the conduct of meetings, following the meeting flowchart in the Presentation section of this unit. The chairperson should rotate so that each person chairs at leastUnit 16 Running a Job InterviewFocus: An extract from a meeting between a Personnel Manager and two of her colleagues about how to run a job interview1.LISTENINGListen to a discussion about how to run a job interview. As you listen, complete the notes on interview activities.2.READ AND LEARN3.WORD STUDYThere are five senses: sight, hearing, smell, taste and touch. Each sense has three activities associated with it:e. g.intentional activity to look at the arrangementsunintentional activity to see the balance sheetbeen done for you.1.Just wait a minute. I can hear footsteps. They sound like Geofff’s.2.Did you get a chance to her CV?3.On my way to your office, by chance I some of the other candidates.4.I have read his reference and I nothing but praise about his management style.5.From what I could see, most of the candidates very well-qualified.6.The gas wasn’t only in the offices; you could it everywhere.7.These are our new high-energy sweets. Would you like to ones?8.Just that noise: there must be something wrong with that machine.9.We have a new video on interview techniques. We are going to it at the end of themeeting.10.If you the paper, you would the difference in quality.4.PRACTICEGroup workYou are going to carry out three activities in small groups of about four participants.Activity oneIn an individual interview, these are only two participants: the interviewer and the interviewee; in a panel interview, there is a group of interviewers.Discuss the advantages and disadvantages of each type.Activity twoYour company has a number of vacancies. Discuss with your senior management team whether you should run an individual interview or a panel interview for the following positions:-- skilled factory workers--factory supervisor--executive secretary for the Managing Director--Regional Sales Manager.Activity three。
市场营销学英文课件
Copyright ◎ 2010 Pearson Education, Inc.
Chapter 1- slide 7
Understanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectations
Copyright ◎ 2010 Pearson Education,Inc.
12Chapter 1- slide 12
to go after
Designing a Customer-Driven Marketing StrategySelecting Customers to ServeDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright ◎2010 Pearson Education, Inc.
Chapter 1- slide 14
Designing a Customer-Driven Marketing StrategyMarketing Management Orientations
15Chapter 1- slide 15
Capture value from
superioபைடு நூலகம் value
customers in return
and wants
P RIN CIPLES
Understanding the Marketplace and Customer NeedsCore Concepts· Customer needs, wants, and demands · Market offerings● Value and satisfaction· Exchanges and relationships● Markets
市场营销英语版本PPT演示课件
Objectives
Learn how companies and marketers are responding to new challenges.
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Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
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Chapter 1
Defining Marketing for the Twenty-First Century
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Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
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Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
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Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
【精品PPT资料】市场营销 英文版共48页
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 特
【精品PPT资料】市场营销 英文版
16、自己选择的路、跪着也要把它走 完。 17、一般情况下)不想三年以后的事， 只想现 在的事 。现在 有成就 ，以后 才能更 辉煌。
18、敢于向黑暗宣战的人，心里必须 充满光 明。 19、学习的关键--重复。
20、懦弱的人只会裹足不前，莽撞的 人只能 引为烧 身，只 有真正 勇敢的 人才能 所向披 靡。
55、 为 中 华 之 崛起而 读书。 ——周 恩来
英语市场营销演讲稿
大家早上好，非常高兴有机会给大家做演讲。
我的演讲主要包括四部分，第一做市场计划第二如何执行市场计划第三如何建立及管理营销团队第四如何成为一个好的营销主管Good morning, ladies and gentlemen. It is my great honor to be given this opportunity to deliver the speech today. Four parts are included in my speech. First, marketing planning; second, implementation of the marketing plans. Third, the set-up and management of marketing team. Last, a perfect marketing executive. The details are as follows.一份好的市场计划应该包括1、环境分析，通过PEST宏观环境分析以及swot微观环境分析。
2、行业与竞争分析分析目标行业目前的发展状况与竞争态势等来确定行业进入的难度，3、通过对市场消费者行为来细分市场，从而选择目标市场并且分析确定给消费者什么样的印象，4、营销组合策略这主要从4p即产品价格渠道促销Marketing planningA perfect market planning should consist of four factors. Marketing environment analysis comes first. Specifically, PEST macro environment analysis and SWOT micro environment analysis. Second, market industry and competition analysis, that is, to figure out the difficulties by analyzing the current state and the competition situation of the target market. Then is customer behavior analysis so as to subdivide and locate the market. Meanwhile, to understand what’s going to impress the customers. Last, marketing mix strategies.4P (product, price, place and promotion) is the key.如何执行市场计划，首先需要把市场计划分解，把任务具体的落实到每个执行人，从而每个营销人员有明确的目标。