商务英语入门第六章_外教社修订版
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高等学校英语拓展系列教程
Chapter
6 1
Marketing
主 编：任书梅 王璐 副主编：曹颖
外语教学与研究出版社
6 1
Chapter
Marketing
Chapter 6
Marketing
市场营销
6
Chapter
Marketing
Lecture Outline :
Lecture Outline 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
6
Chapter
Marketing
Lead-in Activities
Lead-in activities • Which one can most stimulate the customers’ desire to buy; •Which one is not desirable; •How to modify in order to make it effective.
6
Chapter
• • • • • •
Marketing
Hints: some ad slogans
• • • • • •
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)
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。
6
Chapter
What Is Marketing ? Marketing
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.
6
Chapter
Marketing
Marketing • Activities Performed by Marketers — deciding what products to offer
— setting prices
— developing sales promotions and advertising campaigns
— making products readily available to customers.
6
Chapter
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.
6
Chapter
Marketing
The Marketing Concept •The Production Concept •The Selling Concept •The Marketing Concept •Difference Between Selling and Marketing
6
Chapter
Marketing
The Production Concept
(industrial revolution --the early 1920’s)
The Production Concept The Marketing The Selling The production concept was the idea Concept Concept that a firm should focus on those 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 products.
6
Chapter
Marketing
The Selling Concept
(by the early 1930’s)
The Production Concept The Selling Concept The Marketing Concept
They not only would produce the products but also recognized that personal selling and advertising were important selling methods.
6
Chapter
Marketing
The Marketing Marketing Concept Concept The
(After World War II ) • Focusing on customer needs before developing the product The Selling The Production The Marketing • Aligning all functions Concept of the company Concept Concept to focus on those needs • Realizing a profit by successfully satisfying customer needs over the long-term
6
Chapter
Marketing
Selling Marketing
1. Emphasis is on customers’ wants. 2. Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants. 3. Management is profit-oriented. 4. Planning is long term, in the sense of new products, tomorrow’s markets, and future growth. 5. Stresses wants of buyers.
1. Emphasis is on the product. 2. Company first makes the product and them figures out how to sell it. 3. Management is sales-volumeoriented. 4. Planning is short-run, in terms of today’s products and markets. 5. Stresses needs of seller.
6
Chapter
Marketing
Marketing Mix • • Product Price
•
•
Place
Promotion
6
Chapter
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
6
Chapter
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. — Loss Leader Pricing — Penetration Pricing
— Price Skimming
— Differential Pricing
6
Chapter
Marketing
The Marketing Mix—Place
Place refers to how you will sell your products to your customers.
Figure 6.1 Examples of distribution channels for consumer and industrial products
6
Chapter
Marketing
The Marketing Mix—Promotion — Personal selling — Advertising — Sales promotion — Sales promotion — Publicity
6
Chapter
Marketing
The Marketing Mix—Promotion
Personal Selling
— Determine what is to be sold;
— Plan a programme;
— Prepare a sales call; — Record the interview.
6
Chapter
Marketing
The Marketing Mix—Promotion • Advertising
Identify the target audience of the advertisements. State the objective to be accomplished (increase sales, build awareness, etc.). Determine how much money to spend to achieve the advertising objectives. Outline a media plan, indicating specific media in which advertisements will be run and when they will be run to reach the target markets.
Chapter
6 1
Marketing
主 编：任书梅 王璐 副主编：曹颖
外语教学与研究出版社
6 1
Chapter
Marketing
Chapter 6
Marketing
市场营销
6
Chapter
Marketing
Lecture Outline :
Lecture Outline 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
6
Chapter
Marketing
Lead-in Activities
Lead-in activities • Which one can most stimulate the customers’ desire to buy; •Which one is not desirable; •How to modify in order to make it effective.
6
Chapter
• • • • • •
Marketing
Hints: some ad slogans
• • • • • •
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)
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。
6
Chapter
What Is Marketing ? Marketing
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.
6
Chapter
Marketing
Marketing • Activities Performed by Marketers — deciding what products to offer
— setting prices
— developing sales promotions and advertising campaigns
— making products readily available to customers.
6
Chapter
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.
6
Chapter
Marketing
The Marketing Concept •The Production Concept •The Selling Concept •The Marketing Concept •Difference Between Selling and Marketing
6
Chapter
Marketing
The Production Concept
(industrial revolution --the early 1920’s)
The Production Concept The Marketing The Selling The production concept was the idea Concept Concept that a firm should focus on those 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 products.
6
Chapter
Marketing
The Selling Concept
(by the early 1930’s)
The Production Concept The Selling Concept The Marketing Concept
They not only would produce the products but also recognized that personal selling and advertising were important selling methods.
6
Chapter
Marketing
The Marketing Marketing Concept Concept The
(After World War II ) • Focusing on customer needs before developing the product The Selling The Production The Marketing • Aligning all functions Concept of the company Concept Concept to focus on those needs • Realizing a profit by successfully satisfying customer needs over the long-term
6
Chapter
Marketing
Selling Marketing
1. Emphasis is on customers’ wants. 2. Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants. 3. Management is profit-oriented. 4. Planning is long term, in the sense of new products, tomorrow’s markets, and future growth. 5. Stresses wants of buyers.
1. Emphasis is on the product. 2. Company first makes the product and them figures out how to sell it. 3. Management is sales-volumeoriented. 4. Planning is short-run, in terms of today’s products and markets. 5. Stresses needs of seller.
6
Chapter
Marketing
Marketing Mix • • Product Price
•
•
Place
Promotion
6
Chapter
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
6
Chapter
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. — Loss Leader Pricing — Penetration Pricing
— Price Skimming
— Differential Pricing
6
Chapter
Marketing
The Marketing Mix—Place
Place refers to how you will sell your products to your customers.
Figure 6.1 Examples of distribution channels for consumer and industrial products
6
Chapter
Marketing
The Marketing Mix—Promotion — Personal selling — Advertising — Sales promotion — Sales promotion — Publicity
6
Chapter
Marketing
The Marketing Mix—Promotion
Personal Selling
— Determine what is to be sold;
— Plan a programme;
— Prepare a sales call; — Record the interview.
6
Chapter
Marketing
The Marketing Mix—Promotion • Advertising
Identify the target audience of the advertisements. State the objective to be accomplished (increase sales, build awareness, etc.). Determine how much money to spend to achieve the advertising objectives. Outline a media plan, indicating specific media in which advertisements will be run and when they will be run to reach the target markets.