商务英语入门PPT第四章--市场营销
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市场营销英文课件(PPT)
Even small changes in an existing product can make it new.
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
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
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
A company can add new products through acquisition of other companies.
第十六页，共三十八页。
第十七页，共三十八页。
第十页，共三十八页。
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
第二页，共三十八页。
International Product and Brand Strategy
第三页，共三十八页。
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.
第五页，共三十八页。
2.1 Consumer Products
市场营销英语Unit4channelPPT课件
适用范围
适用于产品标准化程度较高，消费 者需求较为明确，且企业自身具备 足够的销售团队和渠道管理能力的 情况。
Indirect sales channel strategy
01
02
03
定义
间接销售渠道策略是指企 业通过经销商、代理商等 中间商来销售产品，从而 实现销售目标。
优点
利用中间商的渠道资源和 销售网络，快速扩大市场 份额，降低企业的销售成 本和风险。
establish a unique value proposition for the product or service and communicate this effectively to customers.
Distribution channels
select appropriate distribution channels to reach target customers and achieve sales objectives.
02
Learn different types of channels and their characteristics.
03
Master channel marketing strategies and techniques.
04
Apply channel marketing in practical scenarios.
Strategies for Marketing Channel Management
Segmentation Positioning
identify different customer groups and target them with specific marketing messages and offers.
适用于产品标准化程度较高，消费 者需求较为明确，且企业自身具备 足够的销售团队和渠道管理能力的 情况。
Indirect sales channel strategy
01
02
03
定义
间接销售渠道策略是指企 业通过经销商、代理商等 中间商来销售产品，从而 实现销售目标。
优点
利用中间商的渠道资源和 销售网络，快速扩大市场 份额，降低企业的销售成 本和风险。
establish a unique value proposition for the product or service and communicate this effectively to customers.
Distribution channels
select appropriate distribution channels to reach target customers and achieve sales objectives.
02
Learn different types of channels and their characteristics.
03
Master channel marketing strategies and techniques.
04
Apply channel marketing in practical scenarios.
Strategies for Marketing Channel Management
Segmentation Positioning
identify different customer groups and target them with specific marketing messages and offers.
商务英语Marketing 优质课件
marketing市场营销marketingconcept市场营销观念marketingmix市场营销组合productlifecycle产品生命周期buyerbehavior消费者购买行为marketingresearch市场营销调研marketingsegmentation市场细分twomajorfunctionsbusinesses
television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards
Advertisonal communication of information paid for by an identified sponsor such as an individual or an organization
Modes of advertising
Product
A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good. A service is an action or activity done for others for a fee. A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.
television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards
Advertisonal communication of information paid for by an identified sponsor such as an individual or an organization
Modes of advertising
Product
A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good. A service is an action or activity done for others for a fee. A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.
“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Unit4channel-PPT课件
-7-
2019/3/15
Reading A
声音 翻译
» Direct channel Distributing products this way means that producers sell their goods and services directly to the consumers. There are no middlemen between the producers and consumers. The producers sell directly to their customers through door-to-door salesmen or through their own retail stores. For example, Bata India Ltd. and Liberty Shoes Ltd. have their own retail shops from where they can sell their products to their customers. Many service organizations also provide their services directly to their customers. Banks, consultancy firms, telephone companies, passenger and freight transport services are examples of where consumers receive services by a direct distribution channel.
Warming-up Activity
Warming-up Activity Task 1
商务英语marketing市场营销
Buyer Behavior Marketing Research Market Segmentation
Case Study
Contents two
What Is Marketing?
由湖南卫视与蒙牛乳业联手推出的这一活动，在 2005年让亿万中国人兴奋不已。AC尼尔森的调查 显示，2005年6月蒙牛酸酸乳在广州、上海、北 京、成都四城市的销售超过100百万公升，是 2004年同期的5倍。 点评：位居“2005年度中国九大营销案例策划案” 榜首，“超级女声”是众望所归。其成功不仅在 于产品和宣传形式的创新，还在于它通过低成本 运作获得了轰动效应，一个电视节目带动企业产 品、节目生产者、移动运营商、“超女”本人四 者共赢，实现了销售系统和媒介系统的完美整合。
It has to You have to
be
tell people
available about it
2005年“五·一”假期，一群商务精英聚集敦煌， 组成了两个勇敢者队伍，每人携带一部飞利
浦手机作为唯一的通信工具和摄影工具，开始了 为期六天的“商务精英野外生存挑战赛”。七 月，类似的活动又在新疆北部的喀纳斯举行。
The Product Life Cycle
INTRODUCTION PHASE GROWTH PHASE MATURITY PHASE DECLINE PHASE
LIMITATIONS OF THE PRODUCT LIFE CYCLE CONCEPT
The Product Life Cycle
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商务英语Marketing 优质课件
• Focusing on customer needs before developing the product • Aligning all functions of the company to focus on those
needs • Realizing a profit by successfully satisfying customer needs
over the long-term
Difference Between Selling and Marketing
Selling
Emphasis is on the product.
Marketing
Emphasis is on cusБайду номын сангаасomers' wants.
Company first makes the product and then figures out how to sell it.
The Marketing Concept
The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.
Terms:
• Marketing
市场营销
• Marketing Concept 市场营销观念
• Marketing Mix
市场营销组合
• Product Life Cycle
产品生命周期
• Buyer Behavior
needs • Realizing a profit by successfully satisfying customer needs
over the long-term
Difference Between Selling and Marketing
Selling
Emphasis is on the product.
Marketing
Emphasis is on cusБайду номын сангаасomers' wants.
Company first makes the product and then figures out how to sell it.
The Marketing Concept
The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.
Terms:
• Marketing
市场营销
• Marketing Concept 市场营销观念
• Marketing Mix
市场营销组合
• Product Life Cycle
产品生命周期
• Buyer Behavior
商务英语基础UnitMarketingPromotion市场促销PPT课件
3. How will you be spending the holidays this year? 4. Perhaps you’d be interested in one of our Family
Festivities hampers . 5. For only ￡69.99 you get a selection of our finest
of cheeses, jams, dried fruit, our best Belgian chocolates… it’d be
sure to last you ages. Plenty for everyone! Why not treat them?
Mrs. Pearce: Hmmm… it does sound nice
luxury foods.
第3页/共30页
Listening
Task Two: Listen to the dialogue again and fill in
the missing words. (Ⅰ)
Mrs. Pearce: Hello?
Salesman: Good afternoon, my name is Steven and I’m calling ___________ oSnmbeythhaelf&ofMorrison Fine Foods. I was wondering if we could discuss your Christmas food needs?
a look at our ______w_ebast . Mrs. Pearce: Oh, thanks. I might just do that!
Salesman:
Festivities hampers . 5. For only ￡69.99 you get a selection of our finest
of cheeses, jams, dried fruit, our best Belgian chocolates… it’d be
sure to last you ages. Plenty for everyone! Why not treat them?
Mrs. Pearce: Hmmm… it does sound nice
luxury foods.
第3页/共30页
Listening
Task Two: Listen to the dialogue again and fill in
the missing words. (Ⅰ)
Mrs. Pearce: Hello?
Salesman: Good afternoon, my name is Steven and I’m calling ___________ oSnmbeythhaelf&ofMorrison Fine Foods. I was wondering if we could discuss your Christmas food needs?
a look at our ______w_ebast . Mrs. Pearce: Oh, thanks. I might just do that!
Salesman:
市场营销PPTppt课件
• This concept leads towards “Marketing Myopia” which means organization fall with love with their existing products that they never think about other alternatives. If a organization is only focused in producing best desktop computers for customer without keeping in mind that customer is willing for portable solution such as laptop and PDA.
Production Concept
Customers buy the products which are produced on mass level at low cost and widely available in the market. This concept totally phase out customer, production take place without taking customers needs and wants into consideration. This concept works well when the demand of product is more than supply or product cost is required to be reduced by following the practice of mass production.
• Factors like pollution, population and health
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
商务英语unit4 Marketing
Could you define the following concepts?
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts
Target marketing is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
Selling Co buy products only if the company promotes/ sells these product
Marketing Concept
Societal Marketing Concept
• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
Marketing mix is the set of controllable tactical marketing tools
Introduction of Xiaomi
• privately owned Chinese electronics company
• headquartered in Beijing China.
Marketing Management
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”
商务英语入门PPT第四章市场营销
What is Marketing-----什么是市场营销
Marketing
Deciding what products to offer Setting prices
Developing sales promotions and advertising campaigns
Making products readily available
商务英语入门
------第四章 市场营销
本章要点
What is Marketing? The Marketing Concept The Marketing Mix The Product Life Cycle Understanding Buyer Behavior Marketing Research Market Segmentation
Product
Price
Place Promotion
Product
A. A good is a physical object that can be purchased. B. A service is an action or activity done for others
for a fee. C. A product is a bundle of tangible and intangible
Marketing Concept
Aligning all functions of the company to focus on those needs.
Realized a profit by successfully satisfying customer needs over
the long-term
4、All that you do, do with your might; things done by halves are never done right. ----R.H. Stoddard, American poet做一切事都应尽力而为，半途而废永远不行6.17.20216.17.202110:5110:5110:51:1910:51:19
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Management is sales-volumeoriented Planning is short-run, in terms of today’s products and markets
Stresses needs of seller
Stresses needs of buyers
The Marketing Mix-----市场营销组合
商务英语入门
------第四章
市场营销
本章要点
What is Marketing? The Marketing Concept The Marketing Mix The Product Life Cycle Understanding Buyer Behavior Marketing Research Market Segmentation
Price Policy
Limming
Differential Pricing
Price Policy
Loss leader Pricing 让消费者在关注折价商品的同时 也关注其他未折价的商品。
使用相对较低的价格推出新产品， 再根据对产品的忠诚度的增加来提价。 Price Skimming 可以使公司获得最大利润， 但是强调的是产品的认知价值。 根据顾客对商品价格的敏感度不同 来综合获取利润
What is brand ?
品 牌 究 竟 是 什 么 ？
确定所有权的标识 产品或服务制造者的标识
品牌价值产生 品牌附加值产生
Price
Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Differential Pricing
Place
Place/Distribution simply refers to how you will sell your products to your customers.
Distribution Channel
Direct supply/sale
Marketing
Product
Price
Place
Promotion
Product
A. A good is a physical object that can be purchased. B. A service is an action or activity done for others for a fee. C. A product is a bundle of tangible and intangible attributes including packaging,color,and brand, plus the services and even the reputation of the seller.
The marketing concept Production Selling Marketing The Marketing Concept
The Marketing Concept-----市场营销观念
Focusing on customer needs before developing the product Aligning all functions of the pany to focus on those needs. Realized a profit by successfully satisfying customer needs over the long-term
What is Marketing-----什么是市场营销
Marketing
Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making products readily available
What is Marketing-----什么是市场营销 Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfied individual and organizational objectives.
零级渠道也叫直接渠道或直销，是厂家 将其产品直接销售给终端客户。常见的 形式有上门推销、邮购、电话推销、电 视直销以及厂家的直营机构等。其好处 在于成本较低，周转快，能及时获取市 场信息且公司对产品又很强的控制能力； 缺点是仓储运输费用、销售人员费用和 管理费用高，网络分散，覆盖面小。
Marketing Concept
selling
Emphasis is on the product Company first makes the product and then figures out how to sell it
Marketing
Emphasis is on customer’s wants Company first determines customer’s wants and then figures out how to make and deliver a product to satisfy those wants Management is profit – oriented Planning is long term, in the sense of new product, tomorrow’s markets, and future growth