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.
第十六页，共三十八页。
第十七页，共三十八页。
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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.
第五页，共三十八页。
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】市场营销（中英）
【商务英语】市场营销（中英）1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动) Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)The Production Concept 生产观念The Selling Concept 推销观念The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别Selling：先销售再…Marketing：先调查市场需要再…Emphasis is on the product.Emphasis is on customers’ wants.Company first makes the product and then figures out how to sell it.Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of today’s products and markets.Planning is long term, in the sense of new products, tomorrow’s market, and future growth. Stresses needs of seller.Stresses wants of buyers.3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased by households for their use. Industrial products 工业产品：are sold primarily for use in producing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing (亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
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 Unit 4 AdvertisingPPT课件
“Advertising is the greatest art form of the 20th century.”
Advertising is the art of convincing people to spend money for something they don't need.
Quotations
Video
Perrier is a brand of bottled mineral water made from a spring in Vergèze, France. Perrier is naturally carbonated. Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergèze spring.
Assessment on the advertisement
• unique & distinct & creative & bold • shocking & impressive • powerful & effective • inspiring & instructive & meaningful • frightening (not suitable for children) • too exaggerated
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
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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Stresses needs of seller
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
可以使公司获得最大利润， 但是强调的是产品的认知价值。
Differential Pricing
根据顾客对商品价格的敏感度不同 来综合获取利润
Place
Place/Distribution simply refers to how you will sell your products to your customers.
商务英语入门
------第ห้องสมุดไป่ตู้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
Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Price Policy
Loss Leader Pricing
selling
Marketing
Emphasis is on the product
Emphasis is on customer’s wants
Company first makes the product and then figures out how to sell it
Management is sales-volumeoriented Planning is short-run, in terms of today’s products and markets
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
Planning is long term, in the sense of new product, tomorrow’s markets, and future growth Stresses needs of buyers
The Marketing Mix-----市场营销组合 Marketing
attributes including packaging,color,and brand, plus the services and even the reputation of the seller.
品牌究竟是什么？
What is brand ?
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
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
Penetration Pricing
Price Skimming
Differential Pricing
Loss leader Pricing Penetration Pricing
Price Skimming
Price Policy
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。
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
Distribution Channel
零级渠道：制造商---------------------------------终端客户 一级渠道：制造商---------------------------------零售商--------终端客户 二级渠道：制造商--------------一级经销商 --------零售商--------终端客户 三级渠道：制造商-------一级经销商-----二 级经销商------零售商------终端客户
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
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.
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
可以使公司获得最大利润， 但是强调的是产品的认知价值。
Differential Pricing
根据顾客对商品价格的敏感度不同 来综合获取利润
Place
Place/Distribution simply refers to how you will sell your products to your customers.
商务英语入门
------第ห้องสมุดไป่ตู้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
Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Price Policy
Loss Leader Pricing
selling
Marketing
Emphasis is on the product
Emphasis is on customer’s wants
Company first makes the product and then figures out how to sell it
Management is sales-volumeoriented Planning is short-run, in terms of today’s products and markets
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
Planning is long term, in the sense of new product, tomorrow’s markets, and future growth Stresses needs of buyers
The Marketing Mix-----市场营销组合 Marketing
attributes including packaging,color,and brand, plus the services and even the reputation of the seller.
品牌究竟是什么？
What is brand ?
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
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
Penetration Pricing
Price Skimming
Differential Pricing
Loss leader Pricing Penetration Pricing
Price Skimming
Price Policy
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。
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
Distribution Channel
零级渠道：制造商---------------------------------终端客户 一级渠道：制造商---------------------------------零售商--------终端客户 二级渠道：制造商--------------一级经销商 --------零售商--------终端客户 三级渠道：制造商-------一级经销商-----二 级经销商------零售商------终端客户
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
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.