商务英语课件—— Marketing
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training • Trade fair • Public relations • Publicity • Personal selling
• TV commercials
• Newspaper ads
• Magazine ads
• Posters
• Placing special promotional displays in community, in the department store or in the supermarket
training • Trade fair • Public relations • Publicity • Personal selling
Part Three
A special task for a special day!
Some questions you may follow:
• What is a good brand name for a moon cake? • How to highlight the features and benefits of our moon
AIDA
AIDA
• How to attract the attention of potential customers?
• How to arouse interest in the product? • How to create a desire for its benefits? • How to encourage customers to take prompt
---- retailers ---- end-users 4. Producer ---- Wholesalers ---- directly to end-users 5. Producer ---- multiple store group/department stores/
mail order houses ---- end-users 6. Producer---- market ---- wholesalers ---- retailers ----
• Lower price,
? better marketing
getting the product to the customer
Place:
Place: Various channels of distribution:
1. Producer ---- end-users 2. Producer ---- retailers ---- end-users 3. Producer ---- wholesalers/ agents
It includes:
• image • design • quality • reliability • features and benefits
Features and benefits
make the product unlike any of the competing products.
How do you think of its product?
In which channel of distribution does it get its product to the customers?
How do you think of its price?
How about its promotion?
marketed • Promote a product with what you learned about
marketing
What are “4Ps”?
• Product • Price • Pwk.baidu.comace • Promotion
“4Ps”
Product:
the goods or the service that you are marketing
Advertising:
• Gift coupons • Presents • Lottery • bonus • Sponsoring festivals • Bankrolling concert tours
What is “USP”?
USP: Unique selling proposition
action?
Convenience
• In which channel of distribution can the customers get what they want?
Cost
• How to make the marketing cost-effective?
• “4Ps”: • “4Cs”:
end-users
Promotion
present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans
Unit 10
Marketing
The Marketing Mix
In this part, you’ll
• Learn about the “4Ps” and “4Cs” of marketing. • Look at some familiar products and how they are
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
features and benefits
• Customer • Communication • Convenience • Cost
“4Cs”
Customer
What do customers need? What do customers want?
Communication
• How to communicate with customers?
cake? • How shall we do advertising? How to attract customers?
-- newspaper ads? -- a promotional display in the supermarket? -- coupon?
THE END
• Look at some familiar products and how they are marketed
• Promote a product with what you learned about marketing
McDonald’s
Mcdonalds Hong Kong Homepage
“4Ps”& “4Cs”
Product-oriented Customer-oriented
Part Two How is a product marketed?
In this part, you’ll
• Review the concept of the “4Ps” and “4Cs” of marketing.
Price:
• making it easy for the customer to buy the product
Price:
• The product must be priced so that it competes effectively with rival products in the same market
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
What kind of promotion that McDonald’s takes is the most impressive to you?
• Its TV commercial • McDonald’s song • All kinds of coupons • Kids dancing and playing games in McDonald’s
• TV commercials
• Newspaper ads
• Magazine ads
• Posters
• Placing special promotional displays in community, in the department store or in the supermarket
training • Trade fair • Public relations • Publicity • Personal selling
Part Three
A special task for a special day!
Some questions you may follow:
• What is a good brand name for a moon cake? • How to highlight the features and benefits of our moon
AIDA
AIDA
• How to attract the attention of potential customers?
• How to arouse interest in the product? • How to create a desire for its benefits? • How to encourage customers to take prompt
---- retailers ---- end-users 4. Producer ---- Wholesalers ---- directly to end-users 5. Producer ---- multiple store group/department stores/
mail order houses ---- end-users 6. Producer---- market ---- wholesalers ---- retailers ----
• Lower price,
? better marketing
getting the product to the customer
Place:
Place: Various channels of distribution:
1. Producer ---- end-users 2. Producer ---- retailers ---- end-users 3. Producer ---- wholesalers/ agents
It includes:
• image • design • quality • reliability • features and benefits
Features and benefits
make the product unlike any of the competing products.
How do you think of its product?
In which channel of distribution does it get its product to the customers?
How do you think of its price?
How about its promotion?
marketed • Promote a product with what you learned about
marketing
What are “4Ps”?
• Product • Price • Pwk.baidu.comace • Promotion
“4Ps”
Product:
the goods or the service that you are marketing
Advertising:
• Gift coupons • Presents • Lottery • bonus • Sponsoring festivals • Bankrolling concert tours
What is “USP”?
USP: Unique selling proposition
action?
Convenience
• In which channel of distribution can the customers get what they want?
Cost
• How to make the marketing cost-effective?
• “4Ps”: • “4Cs”:
end-users
Promotion
present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans
Unit 10
Marketing
The Marketing Mix
In this part, you’ll
• Learn about the “4Ps” and “4Cs” of marketing. • Look at some familiar products and how they are
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
features and benefits
• Customer • Communication • Convenience • Cost
“4Cs”
Customer
What do customers need? What do customers want?
Communication
• How to communicate with customers?
cake? • How shall we do advertising? How to attract customers?
-- newspaper ads? -- a promotional display in the supermarket? -- coupon?
THE END
• Look at some familiar products and how they are marketed
• Promote a product with what you learned about marketing
McDonald’s
Mcdonalds Hong Kong Homepage
“4Ps”& “4Cs”
Product-oriented Customer-oriented
Part Two How is a product marketed?
In this part, you’ll
• Review the concept of the “4Ps” and “4Cs” of marketing.
Price:
• making it easy for the customer to buy the product
Price:
• The product must be priced so that it competes effectively with rival products in the same market
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
What kind of promotion that McDonald’s takes is the most impressive to you?
• Its TV commercial • McDonald’s song • All kinds of coupons • Kids dancing and playing games in McDonald’s