unit-9-marketing-and-sales

《高级商务英语》课程是商务英语专业第五学期开设的专业必修课，是在先修完《基础商务英语》课程的前提下对商务英语应用能力和商务职业素养的进一步提升。此课程以跨文化商务交际能力为导向，以培养学生商务英语应用能力为本位，以扩大学生国际商务视野为目标。Unit1WhatisInternationalBusiness?Unit2ExportingandImportingProceduresUnit3DocumentsUnit4BusinessOrganizationandWTOUnit5RegulationsandTradeBarrierUnit6E-commerceUnit7JointVenturesUnit8IntellectualPropertyUnit9MarketingandSalesUnit10AccountingUnit11HumanResourcesManagementUnit12InternationalConventionUnit13PublicRelationsandAdvertisementUnit14CultureandCommunicationUnit15GlobalizationUnit16InternationalTaxationTopresentlearnerswiththelanguageandconceptsfoundinnewspaperandmagazinearticlesoninternationalbusinessandeconomics,andincompanydocuments.Todevelopreadingskillsandgivepracticeincomprehensionofbusinessandeconomicstexts.Toprovidelisteningpracticeinthefieldsofbusinessandeconomics.Toprovidelearnerswithopportunitiestoexpressbusinessconceptsthemselvesbyreformulatingthemintheirownwordswhilesynthesizing,summarizing,analyzing,criticizinganddiscussingideas.Allinoneword,Tocomprehensivelyimprovestudents’abilityofbusinessEnglishlistening,speaking,reading,writingandtranslating.Toenhancelearners’businessawarenessandimprovetheircross-culturalbusinesscommunicationability.BusinessPresentationInordertoimprovestudents’abilityofpublicbusinessspeaking,beforeeveryclass,1studentwillbeaskedtodobusinesspresentationaccordingtowhathavebeenlearnedThepresentationshould(1)haveonefocusandseveralhighlights(2)bewithin5minutes(3)beinEnglishAnd(4)thestudentisrequiredtointeractwithhis/herclassmates.Pleasesubmityourwrittenreportafterclass.TeachingrequirementsToknowabouttheevolutionofmarketingTounderstandtheMarketingConceptanditsadvantagesTobeabletoanalyzerelativecasesbyMarketingConceptImportantpointsRelativetermsinmarketingTheMarketingConceptThedifferencesbetweenSellingandMarketingConceptDifficultpointsTheMarketingConceptThedifferencesbetweenSellingandMarketingConceptTeachingperiods:4periodsTeachingmethods:caseanalyzing,brainstormingandtask-motivatingCasestudyReadthefollowingcaseandanswerthequestion:Isthemanacompetentorincompetentseller?Why?Myjobistosellmachines.Themachinesthemselvesaretechnicallyadvancedandcustomersarenotalwaysawareoftheadvantagestheycanreceivebyinstallingthem,soIhavetopersuadeandbackupmypersuasionwithsolidfactsandfigures.Ihavealsogottoknowwhatthemachinecandoandhowtheycanbestadaptedtosuittheneedsofdifferentcustomers.Thatmeansgettingbacktothemanufacturesandtellingthemwhatthecustomerswant.Myjobistosellmachines.Themachinesthemselvesaretechnicallyadvancedandcustomersarenotalwaysawareoftheadvantagestheycanreceivebyinstallingthem,soIhavetopersuadeandbackupmypersuasionwithsolidfactsandfigures.Ihavealsogottoknowwhatthemachinecandoandhowtheycanbestadaptedtosuittheneedsofdifferentcustomers.Thatmeansgettingbacktothemanufacturesandtellingthemwhatthecustomerswant.A.Heknowshowtopersuade.B.Heunderstandstheproducthesells.C.Heisawarethatdifferentcustomershavedifferentneeds.D.Heservesasabridgebetweenmanufactureandcustomers.TheSellingConceptholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort,thatis,toachievesalesbytakingwhatevermeans.Marketingconceptholdsthatachievingorganizationalgoalsdependingondeterminingtheneedsandwantsoftargetmarketsandsatisfyingunmetconsumerneeds.Productionconcept(upto1900s)Productconcept(1920s-1950s)Sellingconcept(1950s-1980s)Marketingconcept(1980stonow)Societalmarketingconcept(1)Whatarethemajorsimilaritiesanddifferencesbetweensellingconceptandmarketingconcept?Emphasis/Finalpurposes/PerspectivesA.Bothsellersandmarketersshouldbepersuasive.Bothsellingandmarketingistoachievessalesandprofit.B.Sellingconcepttakesprofitasthefinalpurposewhilemarketingconceptconsiderscustomersatisfactionasthefinalpurpose.C.Selling:inside-outperspectiveMarketing:outside-inperspectiveMarketingisaboutwhatandhowtosell.Sellingismovingtheproduct.SellingConceptMarketingConceptEmphasisisontheproductEmphasisisonthecustomer’swantsCompanyfirstmakestheproductthenfiguresouthowtosellit.Companyfirstdeterminescustomer’swantsandthenfiguresouthowtomakeanddeliveraproducttosatisfythosewants.Planningisshort-run,intermsoftoday’sproductsandmarkets.Planningislongterm,inthesenseofnewproducts,tomorrow’smarkets,andfuturegrowth.SellingConceptMarketingConceptManagementissalesvolume-orientedManagementiscustomer-orientedandprofit-orientedStressneedsofsellerStressthewantsofbuyers(2)Whichconceptionismoreadvancedandmorereasonable,SellingConceptorMarketingConcept?Why?Somepracticalproblemsperplexingmanycompanies,suchaspoorsalesandoverproduction,canbesolvedundermarketingconcept.Companymayobtaininspiringproductorserviceideasfromcustomers.Manysuccessfulandwell-knownglobalcompanieshaveadoptedmarketingconcept.IKEA,Mark&Spencer,P&G,McDonald’s,ToyotaandHaierfollowitfaithfully.Prepareabusinesspresentationfromoneoftheabove-mentionedcompanies,telltheclasshowdoesthecompanysucceedbyobservingtheMarketingConcept?Yourpresentationmust(1)haveonefocusandseveralhighlights(2)bewithin5minutes(3)