商务英语课件—— Marketing
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商务英语阅读-unit-9-MarketingPPT课件
• 消费50美元可获得一张 抽奖券，并有机会从种 类丰富的电子产品中赢 取一款
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在 句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的 关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.
12
2. Agent/ Distributors
• 代理商/经销商
• Please translate the following sentences in the text. (Individual work)
• 1)para. 1 • Leading manufacturer • 主要生产商，业内领先的制造商 • Exporting to …. 思考下这两个现在分词的作用 • 现在分词分别做前置定语和后置定语。 • 翻译：本公司是澳大利亚纯正新世纪品牌被子、枕
• top quality • 5% off • Free delivery • Within…
E.g. within 1 week • Money-back
guarantee
• 传统或现代款式 • 质量上乘
• 打95折 • 免费发货 • 在…时间/距离内
• 一年内退款保障
.
10
量身定做—参观家具展览室
• 由no matter + what等引导的让步状语从句。No matter后面接关系代词或关系副词引导状语从句在 句中作让步状语。
No matter what you do, you must be very careful.不管做什么事，你都必须非常细心。
.
8
No matter之后可用what以外的 关系代词或关系副词
• Top quality woods from Britain
• Modern furniture in different kinds of other materials
• 5% off every purchase of over 1,500.
商务英语Unit_10_A 课件
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.
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.
商务英语Unit7MarketingPPT课件
Unit 7
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix.
If
you want to market a product successfully, you need
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to d) a) the cost to the buyer of
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
target
c) How much a company has
sold in a period
a) A business which advises
b) Information about what customers want and need
c) A group of customers of similar age, income level and social group
behavior a) description of a typical customer
goods
1 Product
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix.
If
you want to market a product successfully, you need
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to d) a) the cost to the buyer of
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
target
c) How much a company has
sold in a period
a) A business which advises
b) Information about what customers want and need
c) A group of customers of similar age, income level and social group
behavior a) description of a typical customer
goods
1 Product
商务英语基础教程13ppt课件
seller to the buyer) 4. Storing (creating time utility)
Functions of marketing
5. Grading (sorting products according to size and quality)
6. Financing (providing credit) 7. Marketing research 8. Risk taking (chance of loss associated with
Functions of marketing
For an exchange to occur, marketing performs many functions.
1. Buying (purchasing products so as to make them available)
2. Selling 3. Transporting (moving products from the
The marketing mix
3. Place: delivering goods or services to the target market.
- transporting - warehousing - material handling - inventory control - packaging - communication
The marketing mix
4. Promotion: telling the market about the product/service
- advertising - personal selling - publicity - sales promotion
Functions of marketing
5. Grading (sorting products according to size and quality)
6. Financing (providing credit) 7. Marketing research 8. Risk taking (chance of loss associated with
Functions of marketing
For an exchange to occur, marketing performs many functions.
1. Buying (purchasing products so as to make them available)
2. Selling 3. Transporting (moving products from the
The marketing mix
3. Place: delivering goods or services to the target market.
- transporting - warehousing - material handling - inventory control - packaging - communication
The marketing mix
4. Promotion: telling the market about the product/service
- advertising - personal selling - publicity - sales promotion
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
商务口语-MarketingPPT课件
•(KFC苏丹红事件)
•（M对其的反映）
-
48
Place
•“It’s not
what you are,
but where you
are”
-
49
Place • wholesaler
•Distribution • retailer • high-status retailer
channel •Main Street retailer • outlet, factory outlet
•服从你的渴望。（雪碧）
-
39
•We lead Others copy.
•我们领先，他人仿效。 （理光复印机）
-
40
•To me, the past is
black and white, but
the future is always
color.
• 对我而言，过去平淡无奇；而未来，却是绚烂 缤纷。（轩尼诗酒）
经济？）
-
26
• “After-sales service is kind of commitment.”
•“Lip service to the buyers is
shirking responsibilities.”
• “人不信则不立，店无信则不兴。”
-
27
Promotion
•Advertising •Public relations
everyday lives.”
-
32
•Image Ambassador, Glamour
-
33
•A famous international
tennis star is endorsing
•（M对其的反映）
-
48
Place
•“It’s not
what you are,
but where you
are”
-
49
Place • wholesaler
•Distribution • retailer • high-status retailer
channel •Main Street retailer • outlet, factory outlet
•服从你的渴望。（雪碧）
-
39
•We lead Others copy.
•我们领先，他人仿效。 （理光复印机）
-
40
•To me, the past is
black and white, but
the future is always
color.
• 对我而言，过去平淡无奇；而未来，却是绚烂 缤纷。（轩尼诗酒）
经济？）
-
26
• “After-sales service is kind of commitment.”
•“Lip service to the buyers is
shirking responsibilities.”
• “人不信则不立，店无信则不兴。”
-
27
Promotion
•Advertising •Public relations
everyday lives.”
-
32
•Image Ambassador, Glamour
-
33
•A famous international
tennis star is endorsing
商务英语阅读-unit-9-MarketingPPT课件
activity, or process is an important quality or feature
that it has or needs. 要素; 特点
• E.g. Physical fitness has now become an important element in our lives.
• 作为一名销售代理，她的工作可编压辑力ppt 很大。
15
Individual work
• Will be visiting …
• 将来进行时：将来进行时表示要在将来某一时间开始 ，并继续下去的动作。一般用延续性动词表示
• Para. 2 We are looking for Agents/ Distributors with experience selling products within the bedding industry. A representative of the company will be visiting the United States at the end of July.
• A 12-month moneyback guarantee for every item bought.
•
• 购买超过1,500元可享 受5%的优惠
• 购买的任一款家具可享 受一年内全额退款的保 证
可编辑ppt
11
量身定做—参观家具展览室
• Free delivery and fitting within 50 miles of any of our showrooms. We guarantee delivery within three days of purchase.
Presentation
that it has or needs. 要素; 特点
• E.g. Physical fitness has now become an important element in our lives.
• 作为一名销售代理，她的工作可编压辑力ppt 很大。
15
Individual work
• Will be visiting …
• 将来进行时：将来进行时表示要在将来某一时间开始 ，并继续下去的动作。一般用延续性动词表示
• Para. 2 We are looking for Agents/ Distributors with experience selling products within the bedding industry. A representative of the company will be visiting the United States at the end of July.
• A 12-month moneyback guarantee for every item bought.
•
• 购买超过1,500元可享 受5%的优惠
• 购买的任一款家具可享 受一年内全额退款的保 证
可编辑ppt
11
量身定做—参观家具展览室
• Free delivery and fitting within 50 miles of any of our showrooms. We guarantee delivery within three days of purchase.
Presentation
15 Marketing 商务英语函电课件PPT
Means
Selling & promotion
Integrated marketing
End
Profits through sales volume
Profits through customer satisfaction
Introduction to Buisiness
7
Marketing Focus vs. Sales Focus
Introduction to Buisiness
3
The Marketing Concept
Meeting the needs and wants of customers
A customer orienБайду номын сангаасation
Backed by integrated marketing
Aimed at generating customer satisfaction & repurchase as the key to satisfying the organizational goals
Normal profits
Normal profits
Referrals Price premium Reduced selling efforts Increased usage
Acquisition
costs
Introduction to Buisiness
10
Cost of Losing/Attracting Customers
Marketing
“We offer you a green, healthy yard.”
“We offer you a dreamy, fantastic experience.”
unit5-marketing商务英语课件
1.Analyze Enterprise’s Service Quality Survey. What information is it trying to gather? What are its research objectives? It is trying to gather the customers feel and rate about the company’s service. Also some consumer behavior it wanted to gather. Its research objectives are to gather preliminary information that will help define problems and suggest hypotheses and to better describe marketing problems, situations, or markets.
Teacher: Jessie Chen
Starbucks: Brewing a Worldwide Experience
1. How has Starbucks dealt with issues of brand equity, customer equity? 2. Is Starbucks a product or a service? How are the concepts of service marketing important to Starbucks? 3. How has Starbucks dealt with the issues it faces in international marketing? 4. What marketing recommendations would you make to Starbucks as it continues its international expansion?
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
商务英语视听说课程unitmarketing
Theoverall concept of product
PotentialProduct
AugmentedProduct ExpectedProduct ActualProduct CoreProduct
❖ Examplefor NongFu Spring
Alittle sweet taste Mineral water Mineralwater from the Qiandao Lake
definitions a to d
一Product 二 Price 三 Promotion 四 Place
athe cost to the buyer of goods or services
b informing customers about products and persuading them to buy them
A ‘Thefour Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 一 to 四 to the
Place: channels of distribution and timely
transportation, make goods and services availableБайду номын сангаас
分销策略：将产品和服务及时送达到消费者手中的渠道 和路径
OralPractice
Discuss in pairs. What is the most expensive product you bought in the past half year Why did you buy it? Was it strongly or weakly marketed?
商务英语课件—— Marketing
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?
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
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?
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• 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
---- 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 ----
Advertising:
• Gift coupons • Presents • Lottery • bonus • Sponsoring festivals • Bankrolling concert tours
What is “USP”?
USP: Unique selling proposition
It includes:
• image • design • quality • reliability • features and benefits
Features and benefits
make the product unlike any of the competing products.
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
cake? • How shall we do advertising? How to attract customers?
-- newspaper ads? -- a promotional display in the supermarket? -- coupon?
THE END
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
• 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
“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.
end-users
Promotion
present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
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
action?
Convenience
• In which channel of distribution can the customers get what they want?
Cost
• How to make the marketing cost-effective?
• “4Ps”: • “4Cs”:
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
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?
features and benefits
• Customer • Communication • Convenience • Cost
“4Cs”
Customer
What do customers need? What do customers want?
Communication
• How to communicate with customers?
training • Trade fair • Public relations • Pommercials
• Newspaper ads
• Magazine ads
• Posters
• Placing special promotional displays in community, in the department store or in the supermarket
marketed • Promote a product with what you learned about
marketing
What are “4Ps”?
• Product • Price • Place • Promotion
“4Ps”
Product:
the goods or the service that you are 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
• Promote a product with what you learned about marketing
McDonald’s
Mcdonalds Hong Kong Homepage
---- 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 ----
Advertising:
• Gift coupons • Presents • Lottery • bonus • Sponsoring festivals • Bankrolling concert tours
What is “USP”?
USP: Unique selling proposition
It includes:
• image • design • quality • reliability • features and benefits
Features and benefits
make the product unlike any of the competing products.
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
cake? • How shall we do advertising? How to attract customers?
-- newspaper ads? -- a promotional display in the supermarket? -- coupon?
THE END
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
• 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
“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.
end-users
Promotion
present the product to customers through advertising 1. Packaging and presentation 2. Image 3. Brand name 4. Advertising and slogans
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
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
action?
Convenience
• In which channel of distribution can the customers get what they want?
Cost
• How to make the marketing cost-effective?
• “4Ps”: • “4Cs”:
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
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?
features and benefits
• Customer • Communication • Convenience • Cost
“4Cs”
Customer
What do customers need? What do customers want?
Communication
• How to communicate with customers?
training • Trade fair • Public relations • Pommercials
• Newspaper ads
• Magazine ads
• Posters
• Placing special promotional displays in community, in the department store or in the supermarket
marketed • Promote a product with what you learned about
marketing
What are “4Ps”?
• Product • Price • Place • Promotion
“4Ps”
Product:
the goods or the service that you are 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