商务英语Marketing 优质课件
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• 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
消费者购买行为
• Marketing Research 市场营销调研
• Marketing Segmentation 市场细分
Management is sales-volumeoriented. Planning is short-run, in terms of today's products and markets.
Stresses needs of seller.
Company first determines customers' wants and then figures out how to make and deliver a product to satisfy those wants. Management is profit-oriented.
A firm's marketing mix consists of four main elements— product, price, place and promotion .
Marketing
Product
Price
Place
Promotion
Personal selling Advertising Sales Promotion Publicity
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.
What Is Marketing?
Two major functions of businesses: Production of goods and services Marketing those goods and services
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and idea to create exchanges that satisfy individual and organizational objectives.
Discussion:
Work together and list the advertising messages that you know. 1) Which one can most stimulate the customers' desire to
buy? 2) Which one is not desirable? 3) How to modify in order to make it effective?
Marketing
Discussion:
Make a list of some products or services that are produced or provided in your city or region.
a local brand of drink a grocery product (breakfast cereal, health food, etc.) an industrial product (machines, consumer goods, vehicles, etc.) a public service (telephones, mail, transport, etc.) an educational service (maybe the course you're doing now?)
The key questions:
• What do customers want? • Can we develop it while they still want it? • How can we keep our customers satisfied?
The marketing concept
Planning is long term, in the sense of new products, tomorrow' s markets, and future growth. Stresses wants of buyers.
The Marketing Mix (The 4P’s of Marketing)
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
消费者购买行为
• Marketing Research 市场营销调研
• Marketing Segmentation 市场细分
Management is sales-volumeoriented. Planning is short-run, in terms of today's products and markets.
Stresses needs of seller.
Company first determines customers' wants and then figures out how to make and deliver a product to satisfy those wants. Management is profit-oriented.
A firm's marketing mix consists of four main elements— product, price, place and promotion .
Marketing
Product
Price
Place
Promotion
Personal selling Advertising Sales Promotion Publicity
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.
What Is Marketing?
Two major functions of businesses: Production of goods and services Marketing those goods and services
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and idea to create exchanges that satisfy individual and organizational objectives.
Discussion:
Work together and list the advertising messages that you know. 1) Which one can most stimulate the customers' desire to
buy? 2) Which one is not desirable? 3) How to modify in order to make it effective?
Marketing
Discussion:
Make a list of some products or services that are produced or provided in your city or region.
a local brand of drink a grocery product (breakfast cereal, health food, etc.) an industrial product (machines, consumer goods, vehicles, etc.) a public service (telephones, mail, transport, etc.) an educational service (maybe the course you're doing now?)
The key questions:
• What do customers want? • Can we develop it while they still want it? • How can we keep our customers satisfied?
The marketing concept
Planning is long term, in the sense of new products, tomorrow' s markets, and future growth. Stresses wants of buyers.
The Marketing Mix (The 4P’s of Marketing)