商务英语入门第六章-外教社修订版

MarketingChapter6Chapter1高等学校英语拓展系列教程主编：任书梅王璐副主编：曹颖外语教学与研究出版社MarketingChapter6Chapter1Chapter6市场营销MarketingMarketingChapter6LectureOutline:MarketSegmentation市场细分LectureOutlineWhatisMarketing什么是市场营销TheMarketingConcept市场营销观念TheMarketingMix市场营销组合TheProductLifeCycle产品生命周期BuyerBehaviour消费者购买行为MarketingResearch市场营销调研MarketingChapter6Lead-inActivities•Whichonecanmoststimulatethecustomers’desiretobuy;•Whichoneisnotdesirable;•Howtomodifyinordertomakeiteffective.Lead-inactivitiesMarketingChapter6Hints:someadslogans•Makeyourselfheard.(Ericsson)•ThingsgobetterwithCoca-cola.•Communicationunlimited.(Motorola)•Behindthathealthysmile,there’saCrestkid.•(Cresttoothpaste)•Wecan’tforgeaheadbystickingtoexistingroads.(Audi)Timeiswhatyoumakeofit.(Swatch)•Fresh-upwithSeven-up.(Seven-up)•Anythingispossible.(Li-NingCo.Ltd.)•Feastyoureyes(Pond’sCucumberEyeTreatment)•Focusonlife.(Olympus)•Wearethedotin.com.(SunMicro-system)•Livewell,snackwell.(SnackWells)理解就是沟通。饮可口可乐，万事如意。沟通无极限。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。健康笑容来自佳洁士MarketingChapter6WhatIsMarketing?•Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.MarketingMarketingChapter6Marketing•ActivitiesPerformedbyMarketers—decidingwhatproductstooffer—settingprices—developingsalespromotionsandadvertisingcampaigns—makingproductsreadilyavailabletocustomers.MarketingChapter6TheMarketingConcept•Thephilosophythatfirmsshouldanalyzetheneedsoftheircustomersandthenmakedecisionstosatisfythoseneeds,betterthanthecompetition.MarketingChapter6TheMarketingConcept•TheProductionConcept•TheSellingConcept•TheMarketingConcept•DifferenceBetweenSellingandMarketingMarketingChapter6TheSellingConceptTheMarketingConceptTheProductionConceptTheproductionconceptwastheideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthecreationofasupplyoflow-costproductswouldinandofitselfcreatethedemandforthoseproducts.TheProductionConcept(industrialrevolution--theearly1920’s)MarketingChapter6TheProductionConceptTheSellingConceptTheMarketingConceptTheSellingConcept(bytheearly1930’s)Theynotonlywouldproducetheproductsbutalsorecognizedthatpersonalsellingandadvertisingwereimportantsellingmethods.MarketingChapter6TheProductionConceptTheMarketingConceptTheSellingConceptTheMarketingConceptTheMarketingConcept(AfterWorldWarII)•Focusingoncustomerneedsbeforedevelopingtheproduct•Aligningallfunctionsofthecompanytofocusonthoseneeds•Realizingaprofitbysuccessfullysatisfyingcustomerneedsoverthelong-termMarketingChapter6SellingMarketing1.Emphasisisontheproduct.2.Companyfirstmakestheproductandthemfiguresouthowtosellit.3.Managementissales-volume-oriented.4.Planningisshort-run,intermsoftoday’sproductsandmarkets.5.Stressesneedsofseller.1.Emphasisisoncustomers’wants.2.Companyfirstdeterminescustomers’wantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.3.Managementisprofit-oriented.4.Planningislongterm,inthesenseofnewproducts,tomorrow’smarkets,andfuturegrowth.5.Stresseswantsofbuyers.MarketingChapter6•Place•PromotionMarketingMix•Product•PriceMarketingChapter6TheMarketingMix—ProductAproductisabundleoftangibleandintangibleattributesincludingpackaging,colour,andbrand,plustheservicesandeventhereputationoftheseller.Productsalsocanbeservicesorideas.—Consumerproducts—IndustrialproductsMarketingChapter6TheMarketingMix—PricePriceisthevalueorworthofaproductthatattractsthebuyertoexchangemoneyorsomethingofvaluefortheproduct.—LossLeaderPricing—PenetrationPricing—PriceSkimming—DifferentialPricingMarketingChapter6Figure6.1ExamplesofdistributionchannelsforconsumerandindustrialproductsPlacereferstohowyouwillsellyourproductstoyourcustomers.TheMarketingMix—PlaceMarketingChapter6—Personalselling—Advertising—PublicityTheMarketingMix—Promotion—Salespromotion—SalespromotionMarketingChapter6—Determinewhatistobesold;—Planaprogramme;—Prepareasalescall;—Recordtheinterview.PersonalSellingTheMarketingMix—PromotionMarketingChapter6•AdvertisingTheMarketingMix—PromotionIdentifythetargetaudienceoftheadvertisements.Statetheobjectivetobeaccomplished(increasesales,buildawareness,etc.).Determinehowmuchmoneytospendtoachievetheadvertisingobjectives.Outlineamediaplan,indicatingspecificmediainwhichadvertisementswillberunandwhentheywillberuntoreachthetargetmarkets.MarketingChapter6—Coupons—Point-of-purchasedisplays—Premiums—Tradeshows—Contests—Samples•Short-termPromotionalActivityTheMarketingMix—PromotionMarketingChapter6TheProductLife-CycleMarketingChapter6TheProductLife-Cycle—Introductionstage—Lackofresources,knowledge,andmarketingskillstosuccessfullylaunchtheproduct—Highpricingtorecoup(补偿)researchanddevelopmentcostsIntroductionstageistheinitialstageofaproduct’slifecycle—itsfirstappearanceinthemarketplace—whensalesstartatzeroandprofitsarenegative.Whynewproductsfail?MarketingChapter6TheProductLife-Cycle—GrowthstageGrowthstageisthestageofaproduct’slifecyclewhensalesrise