商务英语入门PPT第四章市场营销.pptx

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
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
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.
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
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
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
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。
selling
Marketing
Emphasis is on the product
源自文库
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
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
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
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
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.
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