商务英语Unit_10_A 课件
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商务英语综合教程(上册)Unit 10 Advertising It's Everywhere共54页
Text Exercises
Unit 10 Advertising: It's Everywhere
Related Technical Terms Grammar
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Unit 10 Advertising: It's Everywhere
1 No, it's not your imagination. The amount of
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Ambient advertising
Unit 10 Advertising: It's Everywhere
2 Ambient advertising refers to intrusive ads in public places. With the cost of traditional media advertising skyrocketing and a glut of ads fighting for consumers' attention, marketers are aggressively seeking out new advertising vehicles. Cars, bicycles, taxis and buses have become moving commercials. Ambient ads appear on store floors, at gas pumps, in washrooms stalls, on elevator
Unit 10 Advertising: It's Everywhere
Introduction
Advertising is marketing's most visible form of communication. The American Marketing Association (AMA) defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Nonprofit and public organizations, individuals and businesses all use advertising to convey messages about their services, ideas and products.
BECunit10-PPT精品文档
Vocabulary
• 1.be+good at+verb+-ing • 2.be a+adjective+noum • 3.be+adjective
Learning tip
Write down your ideas when you are preparing for both speaking and writing 。 Write as many ideas as you can。 Then select the most useful ones for your speaking or writing。
10.3 Writing Test: Part Two
• Exercise: • Match the beginnings of the sentences (1-5) with the ending (A-E) to make complete sentence. • could you please give me a quotation for this dinner ? • could you send me details of the discount you give for large numbers? • the dinner will be on 20 October and there will be approximately 400 people attending . • I have read your recent advertisement in the Evening News. • we are currently organizing a dinner for some of our clients.
商务英语阅读 unit 10 知 识产权77页PPT
商务英语阅读 unit 10 知 识产权
1、合法而稳定的权力在使用得当时很 少遇到 抵抗。 ——塞 ·约翰 逊 2、权力会使人渐渐失去温厚善良的美 德。— —伯克
3、最大限度地行使权力总是令人反感 ；权力 不易确 定之处 始终存 在着危 险。— —塞·约翰逊 4、权力会奴化一切。——塔西佗
5、虽然权力是一头固执的熊，可是金 子可以 拉着它 的鼻子 走。— —莎士 比
The key forms of intellectual property are patents, copyrights, trademarks, and trade secrets. Because intellectual property shares many of the characteristics of real and personal property, associated rights permit intellectual property to be treated as an asset that can be bought, sold, licensed, or even given away at no cost.
Unit Ten
TEXT IPR and Economic Growth
Pre-reading questions
1.Havห้องสมุดไป่ตู้ you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right?
Countries in the world such as the United States, Japan, and the Netherlands protect inventions; literary and artistic works; and symbols, images, names, and designs used in commerce, all of this are in the range of intellectual property rights. They know safeguarding these property rights fosters economic growth, provides incentives for technological innovation, and attracts investment that will create new jobs and opportunities for all their citizens.
1、合法而稳定的权力在使用得当时很 少遇到 抵抗。 ——塞 ·约翰 逊 2、权力会使人渐渐失去温厚善良的美 德。— —伯克
3、最大限度地行使权力总是令人反感 ；权力 不易确 定之处 始终存 在着危 险。— —塞·约翰逊 4、权力会奴化一切。——塔西佗
5、虽然权力是一头固执的熊，可是金 子可以 拉着它 的鼻子 走。— —莎士 比
The key forms of intellectual property are patents, copyrights, trademarks, and trade secrets. Because intellectual property shares many of the characteristics of real and personal property, associated rights permit intellectual property to be treated as an asset that can be bought, sold, licensed, or even given away at no cost.
Unit Ten
TEXT IPR and Economic Growth
Pre-reading questions
1.Havห้องสมุดไป่ตู้ you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right?
Countries in the world such as the United States, Japan, and the Netherlands protect inventions; literary and artistic works; and symbols, images, names, and designs used in commerce, all of this are in the range of intellectual property rights. They know safeguarding these property rights fosters economic growth, provides incentives for technological innovation, and attracts investment that will create new jobs and opportunities for all their citizens.
最新新编剑桥商务英语初级Module10课件PPT
Listening：The conference budget Exe. 8
Speaking: Small Talk Exe. 1
Speaking: Small Talk Exe. 1
Speaking: Small Talk Exe. 3
Speaking: Small Talk Exe. 5
合作探究
探究一 公元前361年，商鞅带着实践法家思想的梦想投奔秦国。在泰孝
史上浓墨重彩的商鞅变法拉开了序幕。农耕是强国之道，战争是称霸之路。
为手段来实现称霸天下的梦想。而在秦孝公和商鞅这两位变法主角的背后，
文明的深刻矛盾。在这种历史背景下，始于公元前342年的商鞅变法，就成
向强盛的重要标志。从“秦孝公用商君，制辕田，开阡陌，东雄诸候”的表
10.2 Organising a Conference 组织会议
Focus 学习重点
熟悉与会议相关的词汇 练习在听力与阅读过程中寻找具体信息 练习讨论与会议相关的话题 掌握邀请函的写作方法
Vocabulary：Collocations Exe.1
1. keynote speaker 主讲嘉宾 2. development agency 发展机构 3. new venture 新创企业，创业企业 4. enrolment form 报名表 5. multi-sectorial event 多领域事件 6. speaker’s fee 演讲费
探究二 材料一 梭伦改革的各项原则较其细节更为重要。梭伦通过
层各阶级的人身自由权利以及加强他们在国家的政治经济生活中的地
指雅典城邦)置于党派或氏族之上.....他的法律经宗教仪节而赋有神
都宣誓遵从。...对城邦内每一个阶级他都适度地给予责任，他倡导
商务英语第一册十、十一单元教学PPT
Unit 11 Crisis management
Starting up
A Discuss these questions 1 When ,in your opinion, dose a business problem become a crisis. 2 What crisis that business managers have to face can you think of ? 3 What sort of crisis might your own company of institution have to deal with ? 4 What do crisis management team do ? B Crisis management experts have identified the following key steps for companies in a crisis . Use complete the table below. Then discuss your answers. 1 Set up a crisis management team 2 Try to predict what crisis could occur 3 Role play a potential crisis
Showing interest Really? That’s interesting Right/ OK/Mmm/Yes/No Showing empathy I know what you mean How awful Asking for details So what happened? What did you do ? Clarifying Are you saying What (exactly) do you mean by …? Could you be more specific please? Summarising (So) you think (So) what you’re saying is…… Repetition/Question tags A We’ve reduced customer complaint by 30% B 30% ? / Have you ?
商务英语10
10.2 Lending rate change to spur private sector
• China's decision to ease credit regulations is being widely perceived as a major step towards the creation of a capital environment capable of spurring investments in the nation's fund-strapped private sector. • Raising the upper limit for lending is also considered a major move towards a freer, more market-driven banking system.
Unit Ten Consumption and Investment
A Brief Introduction to This Unit
• Consumption, saving, and investment play an important role in a nation's economic performance. Generally, nations that consume most of their incomes have low investment in new plants and equipments, and show low rates of growth of productivity and wages, the other way around for nations that save and invest large fractions of their incomes.
商务英语综合教程(第二版 上册)Unit 10 Advertising It's Everywhere共29页
New Words
commercialization launch logo investigate innovative aggressive clutter fatigue overview ambient intrusive skyrocket glut
n.商业化 v.发射，使升空 n.标识，标志 v.调查 a. 革新的；新发明的 a.积极的；进取的 n.混乱，杂乱 n.疲乏，疲劳 n.纵览，概观 a.周围的，包围的 a.闯入的；强迫的 v. 猛涨 n.供应过剩
Notes
1. The amount of advertising and marketing North Americans are exposed to daily has exploded over the past decade… 北美民众在过去十年来每天所面对的广告和推销 呈爆炸式增长。“North Americans are exposed to daily” 是一个定语从句，省略关系代词that, 修饰先行词advertising and marketing. be exposed to…使遭受，面对
New Words
revenue sophisticated combine tailor merger holding massive campaign enlist spin-off phenomenally smash executive synergy
n.(pl.)总收入 a.高级的，尖端的 v.使结合 v.为...缝制衣服 n.联合，合并 n. 财产，所有物 a.广泛的，大量的 n.运动 v.得到...的协助 a.随之产生的 adv.非凡的，惊异的 v.打破 n.主管 n. 协同
Notes
新视野商务英语视听说(下)：第四版教学课件U10
Robert: Maybe we could double the discount for loyalty card holders on selected products.
Brian: Yes, that would probably be workable. And mail all card holders to let them know about the special offers.
Work in pairs. The following are logos of eight famous companies. How and where do they advertise their products?
Ikea: catalogues Nestl’s: sports sponsorship, outdoor billboards, TV commercials China Unicom: outdoor billboards, TV commercials Starbucks: word of mouth Volkswagon: magazines, TV commercials, outdoor billboards
new products—the casual clothing range. We’ll be running a major advertising campaign for them. Robert: Well, the advertising campaign obviously has to be aimed at young people. Brian: Yes, and what’s urgent now is to come up with something that is really attractive and effective. Robert: Did our sponsorship proposals go anywhere? Brian: Not certain yet, but it looks as though we could be signing a sponsorship deal with one of China’s first league football clubs. Robert: Great. And what about the posters? I suggest we don’t put up posters outside urban areas. Posters in the countryside are seen as environmentally unfriendly by our target customers. We’ve chosen one or two sites in major cities and put up very large posters on the side of buildings and smaller ones on bus stops used by university and college students. Brian: That’s good. Any other ideas? Robert: What if we advertised on rock radio stations? That would reach the right audience. And it wouldn’t be too expensive.
Brian: Yes, that would probably be workable. And mail all card holders to let them know about the special offers.
Work in pairs. The following are logos of eight famous companies. How and where do they advertise their products?
Ikea: catalogues Nestl’s: sports sponsorship, outdoor billboards, TV commercials China Unicom: outdoor billboards, TV commercials Starbucks: word of mouth Volkswagon: magazines, TV commercials, outdoor billboards
new products—the casual clothing range. We’ll be running a major advertising campaign for them. Robert: Well, the advertising campaign obviously has to be aimed at young people. Brian: Yes, and what’s urgent now is to come up with something that is really attractive and effective. Robert: Did our sponsorship proposals go anywhere? Brian: Not certain yet, but it looks as though we could be signing a sponsorship deal with one of China’s first league football clubs. Robert: Great. And what about the posters? I suggest we don’t put up posters outside urban areas. Posters in the countryside are seen as environmentally unfriendly by our target customers. We’ve chosen one or two sites in major cities and put up very large posters on the side of buildings and smaller ones on bus stops used by university and college students. Brian: That’s good. Any other ideas? Robert: What if we advertised on rock radio stations? That would reach the right audience. And it wouldn’t be too expensive.
商务英语第一册十、十一单元教学PPT-18页文档资料
choice can lead to a change in meaning :
He remembered to reply to the complaint .(He didn’t forget)
He remembers replying to the complaint .( He has a clear memory of this )
look people directly in the eye at all things. nod your head often to show interest. repeat what the speaker ha said in your own words. be aware of the speaker’s body language interrupt the speaker often to show you are listening. think about what you are going to say while the speaker is talking use body language to show you are attentive try to predict what they are going to say next. ask questions if you do not understand say nothing until you are absolutely sure that the speaker has finished.
Listening ( new ideas in customer care)
A 10.1 Chris Storey is Senior Lecture in marketing at the City University Business School in London . In the first part of the interview , Chris defines customer service as a) ‘doing the right thing’ and b) ‘ delighting customers’ .What examples dose he give to illustrate these two ideas ?
He remembered to reply to the complaint .(He didn’t forget)
He remembers replying to the complaint .( He has a clear memory of this )
look people directly in the eye at all things. nod your head often to show interest. repeat what the speaker ha said in your own words. be aware of the speaker’s body language interrupt the speaker often to show you are listening. think about what you are going to say while the speaker is talking use body language to show you are attentive try to predict what they are going to say next. ask questions if you do not understand say nothing until you are absolutely sure that the speaker has finished.
Listening ( new ideas in customer care)
A 10.1 Chris Storey is Senior Lecture in marketing at the City University Business School in London . In the first part of the interview , Chris defines customer service as a) ‘doing the right thing’ and b) ‘ delighting customers’ .What examples dose he give to illustrate these two ideas ?
BECunit10-PPT精品文档
Vocabulary
• 1.be+good at+verb+-ing • 2.be a+adjective+noum • 3.be+adjective
Learning tip
Write down your ideas when you are preparing for both speaking and writing 。 Write as many ideas as you can。 Then select the most useful ones for your speaking or writing。
10.2
Orgaising a conference
• VOCABULARY : Collocations • Part1 answer
• a person who gives the main talk at an event (keynote sp promotes expansion and growth (development agency ) • a project or business which is just beginning (new venture) • a document where you give your details to particpate in an event (enrolment form) • an occasin when companies from different areas of bussiness meet (multi-sectorial) • the payment which an invited presenter or lecturer receives (speaker’s fee)
商务英语阅读Unit 10(课堂PPT)
英国：大海、水相关的习语，如：to spend money like water挥金如土; to rest on one’s oars暂时一歇; over head and ears灭顶之灾; over head and ears in debt负债累累；
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 12 ，狗仗人势
Unit 11
A. stationarity固定性
习语的结构都是固定的，不能被更改或替换，即使是同义 词也不行，比如：
不能把rain cats and dogs改成rain dogs and cats或rain a cat and a dog等等。
也就是说，习语的任何一个组成部分都是固定的，随意更 改会出现词不达意甚至啼笑皆非的结果。如：
out of question 毫无疑问 out of the question 没问题
10
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
You can not eat your cake and have it. 两者不 可兼得。
8
E、民间故事
Unit 10
Columbus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
9
习语的特性
Business English: A Reading Course
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 12 ，狗仗人势
Unit 11
A. stationarity固定性
习语的结构都是固定的，不能被更改或替换，即使是同义 词也不行，比如：
不能把rain cats and dogs改成rain dogs and cats或rain a cat and a dog等等。
也就是说，习语的任何一个组成部分都是固定的，随意更 改会出现词不达意甚至啼笑皆非的结果。如：
out of question 毫无疑问 out of the question 没问题
10
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
You can not eat your cake and have it. 两者不 可兼得。
8
E、民间故事
Unit 10
Columbus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
9
习语的特性
Business English: A Reading Course
商务英语第一册十、十一单元教学PPT精品文档18页
Listening ( new ideas in customer care)
A 10.1 Chris Storey is Senior Lecture in marketing at the City University Business School in London . In the first part of the interview , Chris defines customer service as a) ‘doing the right thing’ and b) ‘ delighting customers’ .What examples dose he give to illustrate these two ideas ?
Repairs and refund
• Being put on hold • Speaking to a
disinterested person. • Having to dail several
numbers before getting to the right person. • Finding the Customer Service number is continuously engaged. • Being cut off
He remembered to reply to the complaint .(He didn’t forget)
He remembers replying to the complaint .( He has a clear meon page 86 has many examples of the gerund used : a) as the subject of a sentence / clause b) following a preposition.
A 10.1 Chris Storey is Senior Lecture in marketing at the City University Business School in London . In the first part of the interview , Chris defines customer service as a) ‘doing the right thing’ and b) ‘ delighting customers’ .What examples dose he give to illustrate these two ideas ?
Repairs and refund
• Being put on hold • Speaking to a
disinterested person. • Having to dail several
numbers before getting to the right person. • Finding the Customer Service number is continuously engaged. • Being cut off
He remembered to reply to the complaint .(He didn’t forget)
He remembers replying to the complaint .( He has a clear meon page 86 has many examples of the gerund used : a) as the subject of a sentence / clause b) following a preposition.
商务英语实训教程上册上册 unit 10 Brand Loyalty教师参考33页PPT
商务英语实训教程上册上册 unit 10 Brand Loyalty教师参考
21、静念园林好，人间良可辞。 22、步步寻往迹，有处特依依。 23、望云惭高鸟，临木愧游鱼。 24、结庐在人境，而无车马喧；问君 何能尔 ？心远 地自偏 。 25、人生归有道，衣食固其端。
《商务英语实训教程 》（上册 ） 教师参考 Unit 10
5. dedicate['dedikeit] 例句1：But dedicated retail bankers need not be bored, even after the reforms that consumers need. 但敬业的零售银行家不必感 到无聊，即使是在消费者需要的银 行业改革之后。 例句2: In that case, you will need to dedicate more time to trading. 如 果专业做，你需要更多的时间。
9. premium['pri:miəm] 例句1：Perhaps clever marketing could make “double-muscled” fish into a premium product, too.也许聪明的营销方式可以使“ 双肌”鱼也成为质优价高的产品。 例句2：Smart phones have until now been positioned as a premium product within the handset market.直到不久前，智能手机 一直被定位为手机市场的高端产品。
4. decrease[di'kri:s] 例句1：The figure showed a gradual decrease from 1985 to 2005.从 1985年到2005年，该数字呈逐渐下降趋势。 例句2：Not only did physical activity decrease, but people started eating more and more processed foods.不但身体活动少了， 而且人们开始食用越来越多的加工食品。
21、静念园林好，人间良可辞。 22、步步寻往迹，有处特依依。 23、望云惭高鸟，临木愧游鱼。 24、结庐在人境，而无车马喧；问君 何能尔 ？心远 地自偏 。 25、人生归有道，衣食固其端。
《商务英语实训教程 》（上册 ） 教师参考 Unit 10
5. dedicate['dedikeit] 例句1：But dedicated retail bankers need not be bored, even after the reforms that consumers need. 但敬业的零售银行家不必感 到无聊，即使是在消费者需要的银 行业改革之后。 例句2: In that case, you will need to dedicate more time to trading. 如 果专业做，你需要更多的时间。
9. premium['pri:miəm] 例句1：Perhaps clever marketing could make “double-muscled” fish into a premium product, too.也许聪明的营销方式可以使“ 双肌”鱼也成为质优价高的产品。 例句2：Smart phones have until now been positioned as a premium product within the handset market.直到不久前，智能手机 一直被定位为手机市场的高端产品。
4. decrease[di'kri:s] 例句1：The figure showed a gradual decrease from 1985 to 2005.从 1985年到2005年，该数字呈逐渐下降趋势。 例句2：Not only did physical activity decrease, but people started eating more and more processed foods.不但身体活动少了， 而且人们开始食用越来越多的加工食品。
剑桥商务英语第二版 Unit 10 a business hotel
I: Right, and what about distance to the airport and city center? Is that important?
Unit 10a Business Hotel
Secretarial adj. involving connected with the work of a secretary
Unit 10a Business Hotel
Lounge n. waiting-room at an airport, etc （机 场等的）等候室
e.g. the departure lounge 候机室.
public sitting-room in 等的）休息室.
I: So what special needs do business travelers have?
K: One of the most important things is a quick check-in and check-out. After a long trip it’s annoying to have to wait at the hotel reception for five minutes. Room service is also very important. Guests often stay in their rooms working and don’t have the time to go out to a restaurant, so they want their meals to be served in their rooms.
Unit 10a Business Hotel
I: And what facilities are there in the rooms?
Unit 10a Business Hotel
Secretarial adj. involving connected with the work of a secretary
Unit 10a Business Hotel
Lounge n. waiting-room at an airport, etc （机 场等的）等候室
e.g. the departure lounge 候机室.
public sitting-room in 等的）休息室.
I: So what special needs do business travelers have?
K: One of the most important things is a quick check-in and check-out. After a long trip it’s annoying to have to wait at the hotel reception for five minutes. Room service is also very important. Guests often stay in their rooms working and don’t have the time to go out to a restaurant, so they want their meals to be served in their rooms.
Unit 10a Business Hotel
I: And what facilities are there in the rooms?
【商务英语课件】Unit-10--Complaints-and-Claims
Smith: Mm, this is really very serious… Hudson: I’m glad you think so. I’m absolutely disgusted with the way I’ve been treated by your company. But what are you going to do about it, Mr. Smith? Smith: I’m going to make some inquiries right away, then call back when I’ve sorted things out. Hudson: OK. Smith: I’m really very sorry, Mr. Hudson, for all the trouble you’ve had. It’s not the way we like to do things… Hudson: I hope so.
3. Discuss the following questions in pairs or small groups.
1) Which do you think are the most effective complaint tips you have worked out above? Why?
Hudson: No, Miss, I’m afra to complain, but Ive had a lot of trouble with your company, one way or another. I’m going right to the top this time.
inferior quality
2. When you purchase a product that is defective or doesn’t perform properly, how do you lodge a complaint that will get results? Discuss with your partner to work out as many tips as you can for effective complaints.
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10.2 Advertisements and commercials
□ 2015年，“工匠精神”开始走红，央视《新闻联播》还为此推 出过专题“大国 工匠”于是“匠心”一词受到热捧，许多品牌 都在用这个词语来诠释品牌的精神和情怀，全球性运动品牌 New Balance，2015年邀请李宗盛操刀并出境的《致匠心》更是 将这一词语完满展现。
广告是一种用来帮助销售产品和服务的沟通形式。 通常，它 传达的信息包括产品或服务的名称，以及该产品或服务如何 可能使消费者受益。
市场细分是将大众市场分为具有相似需求的群体的 过程。
10.1 The marketing mix
Market segmentation 市场细分
Four types of market segmentation • Demographic [ˌdeməˈɡræfɪk] segmentation人口细 分 • Behavioral [bɪ'heɪvjərəl] segmentation行为细分 • Psychographic segmentation心理细分 • Geographic [dʒɪəˈgræfɪk] segmentation地理细分
市场营销的目的是销售产品和服务，通过满足顾客的需求为 组织及其股东创造利润。
10.1 The marketing mix--C
□ What is “the marketing mix”?
The marketing mix consists of “the four Ps”: providing the customer with the right product at the right price, presented in the most attractive way promotion and available in the easiest way place.
• Step Two: Once you know your segments, you start targeting those segments. 第二步：一旦你了解了你的细分市场，你就开始瞄准这些细 分市场。
• Step Three: Having segmented the market and selected specific target markets, the third step is to position a brand within the target market(s). •第三步：细分市场并选择特定目标市场后，第三步是在目 标市场内定位品牌
10.1 The marketing mix--STP
• Market Segmentation, Targeting and Positioning (STP) is an effective marketing strategy is based on expected customer behavior in a certain market.
□ 营销组合包括“四个 p” : 以最吸引人的方式推 广，以最简单的方式向顾客提供合适的产品和 合适的价格。
10.1 The marketing mix--C
□ What is “a product”?
A product is not just an assembled set of components: it is something customers buy to satisfy a need they feel they have. The image and the design of the product are as important as its specification.
产品不仅仅是一组组装好的部件：它是顾客为了满足他们的需求 而购买的。产品的形象和设计与其规格一样重要。
10.1 The marketing mix--C
□ What is “price”?
The product must be priced so that it competes effectively with rival products in the same market.
10.1 The marketing mix--STP
• Benefits of STP • STP can enhance a company's competitive position •STP可以提高公司的竞争地位 • STP can Examine and identify growth opportunities in the market STP可以检查和识别市场中的增长机会 • STP can match company resources to targeted market segments more effectively and efficiently STP可以更有效、更高效地将公司资源与目标细分市场相匹 配
一家公司必须意识到自己的优势和劣势，以及在市场上 面临的机遇和威胁。
10.1 The marketing mix--Four Cs
• customer solution: offering the right product to satisfy particular customer needs. 客户解决方案: 提供正确的产品以满足特定的客户需求。 • customer cost: the price paid directly by the customer to buy the product. 顾客成本: 顾客直接购买产品所支付的价格。 • convenience: distributing the product in the way most suitable for each type of customer. 方便: 以最适合各类顾客的方式分发产品。 • communication: exchanging information with the customer. 沟通: 与客户交换信息。
Unit 10 Marketing
Unit 10 Marketing
Objective
The marketing mix
1
2
Advertisements and commercials
3
Promoting products and brands
4
Possibility, probability and certainty
市场划分、目标和定位(stp)是一种有效的市场营销 策略，它基于特定市场的预期顾客行为。
10.1 The marketing mix--STP
• Step One: The first step which takes place in STP is the segmentation. 第一步：STP中的第一步是细分。
10.1 The marketing mix
10.1 The marketing mix
Definition of marketing • Marketing begins long before a product hits the shelf. It is an organizational function and a set or processes for creating, communicating, and delivering value to customers and for managing customer relationships.
该产品必须定价，以便在同一市场上与竞争对手的产品有 效竞争。
Байду номын сангаас
10.1 The marketing mix--C
□ What is “promotion”?
The product is presented to customers through advertising (e.g. TV commercials, radio spots, newspaper advertisements, posters), packaging (e.g. design, labels, materials), publicity, P.R. (public relations) and personal selling.
□ New Balance 跑鞋坚持手工制作，New Balance 的英美系一直 坚持在美国的 Maine 工厂和英国的 Flimby 工厂采用最原始最 纯粹的手工方式制作一双鞋子，期望用原产地的高品质手作， 继续传递 New Balance 一直不变的情怀。为了传达这一工匠精 神，New Balance 在 2015 年找来音乐人、同时也是手工吉他 品牌 Lee Guitars 创始人的李宗盛，携手打造了一则全新广 告《致匠心》，将李宗盛打磨吉他的镜头与 New Balance 鞋匠 一针一线制作跑鞋的过程穿插到一起，展现出手艺人独有的专 注、技艺与对完美的追求。
10.1 The marketing mix
Market segmentation 市场细分
1. What is market segmentation? • Market segmentation is the process of dividing up mass markets into groups with similar needs and wants.
市场营销早在产品上架之前就开始了。 它是一种组织功能和 一套或多套过程，用于创造、交流和为客户提供价值，以及 管理客户关系。
10.1 The marketing mix
Definition of marketing • The aim of marketing is to sell products and services and make profits for the organization and its shareholders by satisfying customers.