商务英语商务营销
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Unit 5 Commercial Marketing
The marketing mix is a business tool used in marketing products. The marketing mix is often crucial when determining a product or brand's
unique selling point (the unique quality that
differentiates a product from its competitors),
and is often synonymous with the four Ps: price, product, promotion, and place.
Product - A product is seen as an item that satisfies what a consumer needs or
wants. It is a tangible good or an
intangible service. Intangible products are service based like the tourism industry,
the hotel industry and the financial
industry. Tangible products are those that have an independent physical existence.
Every product is subject to a life-cycle including a growth phase followed by a
maturity phase and finally an eventual
period of decline as sales falls. Marketers
must do careful research on how long the
life cycle of the product they are marketing is likely to be and focus their attention on
different challenges that arise as the product moves through each stage.
The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line's depth or by increasing the number of product lines.
Marketers should consider how to position the product, how to exploit the brand, how to
exploit the company's resources and how to
configure the product mix so that each product complements the other.
Price – The price is the amount a customer pays for the product. The price is
very important as it
determines the company's
profit and hence, survival.
When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, market
penetration pricing and neutral pricing.
Promotion - represents all of the methods of communication that a marketer may use to
provide information to different parties about the product. Promotion comprises elements
such as: advertising, public relations,
personal selling and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio and Internet advertisements through print media
and billboards. Public relations is where the
communication is not directly paid for and
includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade
fairs and events.
Word-of-mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth
and public relations.
Place - refers to providing the product at a place which is convenient for consumers to
access. Place is synonymous with distribution.
Various strategies such as intensive distribution, selective distribution,
exclusive distribution and franchising can be used by the marketer to complement
the other aspects of the marketing mix.
●Marketing Objective
●Nike's marketing objective is to
establish global dominance but
maintain the brand image. Nike
has positioned itself as a supplier
of well-designed footwear for
those seeking a competitive
advantage. "Nike lures customers with a marketing strategy
centering around a brand image,
which is attained by a distinctive
logo and the advertising slogan:
Just do it." (Nike, Inc., 2007)
In order to achieve its objectives, Nike sets goals of attainment. For example, in 2004, Nike set out to "increase its market share in the Asia Pacific region from
26% to 30%." (Strategic Analysis, 2000)
To accomplish such an objective, Nike would typically create an
advertising campaign that would
attack the particular target market it was addressing.
Additionally, Nike would either flood the targeted area retailers
with its products or open one of its outlet stores. With contracts with
over 25,000 retailers, so far Nike
has done well achieving its goals
of global supremacy.
● Monsieur Mickey (EuroDisney) ●Products (Intangible Service)&
Place
●use lawyers rather than executives
to nogotiate construction and other contrcts(last resort in French)
● Service details:
●breakfast-dining room
●seat maximum 400 guests with 2,500 sit-
down breakfasts every morning
●long lunch lines and underwork during the
rest time
●not spend on souvenirs & stay only one
night at a hotel(3-4 nights in U.S. and
Japan)---not enough computers for
checking out
●Lesson: The devil is often in
the cultural details. They can make or break you.
●After Cultural adjustments,
EuroDisney is no longer the
economic drain.
●Promotion (mistakes)
●GE's Chevy Nova in South American.No va
means "it won't go" in Spanish.
●British company Schweppes, an ed campaign
for its Tonic Water was somehow translated
into Toilet Water in Italy.
●Pepsi's slogan in Taiwan"Pepsi Bring You
Back to Life" literally translated into "Pepsi
Brings Your Ancestors Back from the Grave"
KFC (Products & Place : Distribution) Diffentiate products based on local food tradition:the Peking Chiken Roll in China, Rice Series in HongKong, and Beer in Hungary etc.。