商务英语Marketing

Marketingalocalbrandofdrinkagroceryproduct(breakfastcereal,healthfood,etc.)anindustrialproduct(machines,consumergoods,vehicles,etc.)apublicservice(telephones,mail,transport,etc.)aneducationalservice(maybethecourseyou'redoingnow?)Discussion:Makealistofsomeproductsorservicesthatareproducedorprovidedinyourcityorregion.Discussion:1)Whichonecanmoststimulatethecustomers'desiretobuy?2)Whichoneisnotdesirable?3)Howtomodifyinordertomakeiteffective?Worktogetherandlisttheadvertisingmessagesthatyouknow.Terms:•Marketing市场营销•MarketingConcept市场营销观念•MarketingMix市场营销组合•ProductLifeCycle产品生命周期•BuyerBehavior消费者购买行为•MarketingResearch市场营销调研•MarketingSegmentation市场细分WhatIsMarketing?Twomajorfunctionsofbusinesses:ProductionofgoodsandservicesMarketingthosegoodsandservicesMarketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofgoods,servicesandideatocreateexchangesthatsatisfyindividualandorganizationalobjectives.TheMarketingConceptThemarketingconceptisthephilosophythatfirmsshouldanalyzetheneedsoftheircustomersandthenmakedecisionstosatisfythoseneeds,betterthanthecompetition.Thekeyquestions:•Whatdocustomerswant?•Canwedevelopitwhiletheystillwantit?•Howcanwekeepourcustomerssatisfied?•Focusingoncustomerneedsbeforedevelopingtheproduct•Aligningallfunctionsofthecompanytofocusonthoseneeds•Realizingaprofitbysuccessfullysatisfyingcustomerneedsoverthelong-termThemarketingconceptDifferenceBetweenSellingandMarketingSellingMarketingEmphasisisontheproduct.Emphasisisoncustomers'wants.Companyfirstmakestheproductandthenfiguresouthowtosellit.Companyfirstdeterminescustomers'wantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.Managementissales-volume-oriented.Managementisprofit-oriented.Planningisshort-run,intermsoftoday'sproductsandmarkets.Planningislongterm,inthesenseofnewproducts,tomorrow'smarkets,andfuturegrowth.Stressesneedsofseller.Stresseswantsofbuyers.TheMarketingMix(The4P’sofMarketing)Afirm'smarketingmixconsistsoffourmainelements—product,price,placeandpromotion.MarketingProductPricePlacePromotionPersonalsellingAdvertisingSalesPromotionPublicityProductAgoodisaphysicalobjectthatcanbepurchased.Aradio,ahouse,andacarareexamplesofagood.Aserviceisanactionoractivitydoneforothersforafee.Aproductisabundleoftangibleandintangibleattributesincludingpackaging,colour,andbrand,plustheservicesandeventhereputationoftheseller.Twogeneraltypesofproducts:Consumerproductsareproducedforandpurchasedbyhouseholdsfortheiruse.Industrialproductsaresoldprimarilyforuseinproducingotherproducts.PricePricereferstothevalueorworthofaproductthatattractsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.LossLeaderPricing牺牲主要商品定价法Lowingpricesonsomekeyproductsinordertoattractthemtopurchasemoreproducts（quantityandcashdiscounts)SetlowpricetoincreasesalesandmarketsharePenetrationPricing渗透定价法Priceskimming撇脂定价法DifferentialPricing区别定价法Highpricewhenthereisstrongcustomer’sneedDecreasingassalesbeginstodeclineSameperiod,differentpricePlacePlacesimplyreferstohowyouwillsellyourproductstoyourcustomers.ManufactureHouseholdconsumerRetailerHouseholdconsumerWholesalerRetailerHouseholdconsumerConsumerProductsIndustrialProductManufactureIndustrialWholesalerIndustrialDirectsupplyDirectlytocustomer;retailing,doortodoor,mailorderande-commercePromotion(1)Personalselling人员销售(2)Advertising(3)Publicity宣传(4)Salespromotion促销Personalselling:Itispersonalcommunicationofinformationtopersuadeaprospectivecustomertobuysomething—goods,services,idea,orsomethingelse—thatsatisfiesanindividual'sneeds.AdvertisingAdvertisingisnon-personalcommunicationofinformationpaidforbyanidentifiedsponsorsuchasanindividualoranorganizationtelevision,magazines.Internet,radio,videos,posters,cinema,directmail,exhibitionsandtradefairs,advertisinginstadiums,andoutdooradvertisingsuchasbillboardsModesofadvertisingSalesPromotionSalespromotionisapaidformofnon-personalcommunicationthatprovidesdirectincentivestocustomers,salespeople,andmarketingintermediariesforpurchasingaproduct.MethodCoupons(赠券），rebates(价格折扣），premiums(赠品），bonuspack(加量不加价），money-off-promotions（降价促销），freesamples,contestsordisplaysPublicityPublicity:Likeadvertisingandsalespromotion,publicityisanopersonalformofcommunication.PublicityistransmittedbyamassmediuminnewsstoryformandisnotpaidforItisactuallypartofpublicrelations,asetofcommunicationsactivitiesdesignedtocreateandmaintainafavorablepublicimageforafirm.severalvehiclestoobtainpublicityThenewsreleaseAfeaturearticleAcaptionedphotographAneditorialfilmAnewsconferenceTheProductLifeCycleSalesIntroductionGrowthTimeMaturityDeclineIntroductionPhase引入期Somethemarketingmiximplications•Product—oneorfewproducts,relativelyundifferentiated.•Price—Generallyhigh,assumingaskimpricingstrategyforahighprofitmarginastheearlyadoptersbuytheproductandthefirmseekstorecoupdevelopmentcostsquickly.•Place—Placeisselectiveandscatteredasthefirmcommencesimplementationofthedistributionplan.•Promotion—Promotionisaimedatbuildingbrandawareness.GrowthPhase成长期Somethemarketingmiximplications•Product—-Newproductfeatu