商务英语入门第六章外教社修订版

• 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)
团结 信赖 创造 挑战
Lead-in Activities
精品文档 Lea欢d迎-in下a载ctivities欢迎使用
团结信赖
•Which one can most stimulate the customers’ desire to buy;
•Which one is not desirable; •How to modify in order to make it effective.
campaigns — making products readily
available to customers.
团结 信赖 创造 挑战
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.
团结 信赖 创造 挑战
Hints: some ad slogans
精品文档
欢迎下载
欢迎使用
• Make yourself heard. (Ericsson)
• Things go ห้องสมุดไป่ตู้etter with Coca-cola.
• Communication unlimited. (Motorola)
团结信赖
理解就是沟通
饮可口可乐。，万事如意
。
沟通无极限
。 健康笑容来自佳洁士
开拓进取，来源于勇于创新。
天长地久(斯沃奇手表)
提神健脑，喝七喜。 无所不能。
滋润心灵的窗户。（旁氏新品黄瓜眼膜）
瞄准生活。（奥林巴斯）
我们就是网络。（太阳微系统公司） 美好生活离不开香脆的饼干。
团结 信赖 创造 挑战
What Is Marketing ?
The Production Concept
(industrial revolution --the early 1920’s)
The ProductionThe productiTonhe Sceolnlicnegpt was the iTdheeaMarketing
Concept
that a firm Cosnhcoeupltd focus on thCoosnecept
团结 信赖 创造 挑战
Marketing
• Activities Performed by Marketers — deciding what products to offer
— setting prices — developing sales promotions and advertising
Marketing •The process of planning and executing the
conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.
商务英语入门第六章外教社修 订版
团结 信赖 创造 挑战
1
Chapt
er Chapter 6
Marketing
市场营销
团结 信赖 创造 挑战
Lecture Outline :
精品文档
Lec欢tu迎re下O载utline 欢迎使用
团结信赖
What is Marketing 什么是市场营销 The Marketing Concept 市场营销观念 The Marketing Mix 市场营销组合 The Product Life Cycle 产品生命周期 Buyer Behaviour 消费者购买行为 Marketing Research 市场营销调研 Market Segmentation 市场细分
products that it could produce most
efficiently and that the creation of a
supply of low-cost products would in and
of itself create the demand for those
团结 信赖 创造 挑战
The Marketing Concept •The Production Concept •The Selling Concept •The Marketing Concept •Difference Between Selling and Marketing
团结 信赖 创造 挑战
products.
团结 信赖 创造 挑战
The Selling Concept
(by the early 1930’s)
The Production
The Selling
The Marketing
Concept
They
not
Conolnycepwt ould
produce
Concept
the
products but also recognized that
personal selling and advertising were