剑桥商务英语Unit-12-Marketing-and-Sales

商务英语作者：阮绩智责任编辑：张琛出版日期：2011年12月IDPN:308-2011-58课件章数：124Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.LearningObjectivesUnderstandsomebasicconceptsofmarketingandsales;Talkaboutconsiderationsforenteringamarket;Talkaboutpromotingaproduct;Talkaboutmarketresearch;Talkaboutadvertising;Writesalesletters.4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.Perseveranceisnotalongtimerace;itismanyshortracesoneafteranother.BlaisePascalAFrenchPhilosopher4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.SpeakingTaskStartingUp1ListeningTask23ReadingTask5WritingTaskFollow-upPractice64543216Contents12.1StartingUp12.1.1‘ThefourPs’formthebasisofthemarketingmix.Ifyouwanttomarketaproductsuccessfully,youneedtogetthismixright.Matchthe‘Ps’1to4tothedefinitionsa)tod).NowthinkofsomeproductsyouhavejustboughtrecentlyandtellwhichofthefourPsinfluencedyourdecisiontobuy.1Producta)thecosttothebuyerofgoodsorservice2Priceb)informingcustomersaboutproductsandpersuadingthemtobuythem3Promotionc)wheregoodsorservicesareavailable4Placed)goodsorservicesthataresolddabc4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.12.1.2Whenyoumarketaproductorservice,youwillhavetoanalyzethefourelementsasshowninthechart.Nowstorethewordsandphrasesthatareassociatedwitheachelement.4elementsoftheproductorserviceBenefitsAttributesThecoreproductbenefitorservice______________________Quality________________Sizeandcolourvariants_________________________________Installation________MarketingsupportservicesAspirations___________________Energetic________4ElementsoftheProductorService4elementsoftheproductorserviceBenefitsAttributesThecoreproductbenefitorserviceImagePerceivedvalueBrandnameQualityFeaturesPackagingSizeandcolourvariantsDesignAfter-salesserviceGuaranteesDeliveryInstallationPerformanceMarketingsupportservicesAspirationsProfessionalismEnterprisingEnergeticFashion4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.1)Whatisthedifferencebetweenmarketingandsales?2)Whatisthedifferencebetweendomesticmarketingandinternationalmarketing?3)Whatarethemainconsiderationsformarketinggoodsinternationally?4)Canyoulistthevariousstepsoractionsthatareinvolvedinthemarketingprocess?5)Canyougiveanyexampleofsuccessfulmarketingandtrytoanalyzethekeystrategiesthathaveledtosuchasuccess?9.1.3Discussthefollowingquestionsinpairsorsmallgroups.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2)Decideonyourobjectives,identifyandchooseyourtargetcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourmarketingactivitiesintermsofcustomersatisfactionandtheimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyourcustomersandusetheminallyouradvertising.8)Aftertellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercomplaintsquicklyandwithapositiveattitude.4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.Marketingmeanstomakeacommunicationaboutaproductorserviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingallthecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothecustomer.Somedefinitionsofmarketing4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.Theplanningandimplementationofastrategyforthesale,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerbaseforaproductorservice.Advertisementsplayalargepartinmarketing.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.4Copyright©2002byTheMcGraw-HillCompanies,Inc.Allrightsreserved.Marketing&Sales?Manypeoplemistakenlythinkthatsellingandmarketingarethesame–theyaren't.Youmightalreadyknowthatthemarketingprocessisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorre