商务英语入门第六章_外教修订版

Emphasis on improvements and differences in competitors’ products Weaker competitors lose interest and exit the
(After World War II )
efore mpany er needs over the e Marketing Concept
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Marketing
Marketing Mix
• Product • Price • Place • Promotion '§ ' ‹ § ‹ §›
cycle when the sales curve peaks and starts to decline and profits continue to fall.
Marketing
The Product Life-Cycle Maturity stage
• What are the traits of this stage? Intense competition
Marketing
The Marketing Mix Promotion • Advertising
Identify the torget oudience of the odvertisements.
State the objective to be occomplished (increose sales, build owareness, etc.).
Marketing
The Marketing Mix Price
Price is the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Marketing
The Marketing Mix Promotion • Short-term Promotional Activity Coupons Point-of-purchase displays
Premiums
Trade shows
Contests Samples
Marketing
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Marketing
Marketing
Lecture Outline
• What is Marketing ] \ ®±,;fi'÷?j?f¶@/¶'I\
• The Marketing Concept ?| ?f¶ Qt § IA ºfY • The Marketing Mix ?| ?f¶@/§'I\?@“ • The Product Life Cycle “-o”o%e ” “ r¾ ?/]
•Which one is not desirable;
•How to modify in order to make it effective.
Marketing
• • • • • • • • • • • • • Make yourself heard. (Ericsson) Things go better with Coca-cola. Communication unlimited. (Motorola) Behind that healthy smile, there’s a Crest kid. (Crest toothpaste) We can’t forge ahead by sticking to existing roads. (Audi) Time is what you make of it. (Swatch) Fresh-up with Seven-up. (Seven-up) Anything is possible. (Li-Ning Co. Ltd.) Feast your eyes (Pond’s Cucumber Eye Treatment) Focus on life. (Olympus) We are the dot in. com. (Sun Micro-system) Live well, snack well. (Snack Wells)
Marketing
Marketing
•The process of planning and executing the conception, pricing, promotion, and d源自文库stribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.
Loss Leader Pricing Penetration Pricing Price Skimming
Differential Pricing
Marketing
The Marketing Mix Place
Place refers to how you will sell your products to your customers.
Marketing
The Marketing Concept •The Production Concept •The Selling Concept •The Marketing Concept •Difference Between Selling and Marketing
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The Production Concept
Determine how much money to spend to ochieve the advertising objectives. Outline a media plon, indicating specific medio in which odvertisements will be run ond when they will be run to reoch the target morkets.
Sales promotion
Publicity
Marketing
The Marketing Mix Promotion • Personal Selling Determine what is to be sold; Plan a programme;
Prepare a sales call;
Record the interview.
Promotion expenditures moderate
Production efficiencies lower costs
Marketing
The Product Life-Cycle Maturity stage
Maturity stage is the stage of a produCt s life
rketing
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The Selling Concept
(by the early 1930’s)
arketing pt
od rson
would produce the Iso recognized that and advertising were methods.
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The Marketing Concept
making products readily available to customers.
Marketing
The Marketing Concept
•The philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.
Marketing
The Product Life-Cycle Growth stage
• What are the traits of this stage?
More competitors enter the market
Product pricing is aggressive
Brand loyalty becomes important Gaps in market coverage are filled
The Product Life-Cycle
Introduction
Growth
decline stage
Industry sales
Industry profits
Time
Marketing
The Product Life-Cycle Introduction stage
Introduction stage is the initial stage of a product’s life cycle its first appearance in the marketplace when sales start at zero and profits are negative. •Why new products fail? Lack of resources, knowledge, and marketing skills to successfully launch the product High pricing to recoup (J\]\§) research and development costs
Consumer Products
Household consumer
Manufacturer
Retailer
Wholesaler Retailer
Household consumer
Household consumer
Industrial P ro d u c t s
Manufacturer Industrial consumer Wholesaler Industrial consumer
Marketing
The Marketing Mix Product
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. Products also can be services or ideas. Consumer products Industrial products
• Buyer Behaviour i' l\ #?_§§Jº¶»I»j§;?j
• Marketing Research ?j±1¶%t’ é J¾b§ • Market Segmentation iji t¶?¶ «f
Marketing
Lead-in activities
• Which one can most stimulate the customers’ desire to buy;
Marketing
Marketing • Activities Performed by Marketers
déCiding what prodUCtS to offer
setting prices developing sales promotions and advertising campaigns
Marketing
The Product Life-Cycle Growth stage
Growth stage is the stage of a product’s life cycle when sales rise rapidly and profits reach a peak and then start to decline.
Figure 6.1 Examples of distribution channels for consumer and industrial products
Marketing
The Marketing Mix Promotion
Personal selling
Advertising
Sales promotion