贸易营销培训通用课件

1、Chapter 3Trade MarketingvWarm-up discussion: Where do you usually buy goods? Why? Where can you buy? vWhat is marketing? vMarketing is often simply viewed as advertising and selling.vMarketing is much more than this and includes conducting market research, market segmentation, branding, pricing, pro

2、motion, distributing, selling the product and customer services .How to sell your products?v1. Market researchv2. Advertisingv3. Promotional eventsv4. Attending trade showsv5. Customer service1. Market researchvWhat information to gather and how to gather?How to analyze information?Examples of quest

3、ions that may need to be answered:What are the major variables affecting my sales and how important is each one?What are the best variables for segmenting my market, and how many segments exist?What are the best predictors of which consumers are likely to buy my brand versus my competitors brand?If

4、I raised my price 10% and increased my advertising expenditures 20%, what would happen to sales? Sentence patternsv1. I think our main strength is with young consumers.v2. I went over the sales figures in the market research report.v3. Our European market has the highest current demand, but South Am

5、erica has great potential for growth.v4. When our product was marked up at a higher introductory price, our sales after product launc were lower than low.v5. Is speed of delivery a factor when you choose a fast food place?v6. Like I said, print media wont really show off our best digital features.v7

6、. One of the objects of market research is to find out whether theres a market for the product and whether we can sell the product in the market.v8. If we decide to have some test marketing, some of the senior sales men are brought in.phrasesvSales figures market research reportvPotential for growth

7、 introductory pricevSpeed of delivery print mediavTest marketing senior salesmanvConsumer buying habit product launchvCustomer base brand loyaltyvCompetitive market vA: I went over the _1_ in the market research report. If you compare it with our survey of _3_, theres only one conclusionvB: Whats th

8、at?vA: It seems this market is _4_. When our product was marked up at a higher _5_, our sales after product launch were lower than low. At a _6_ introductory price, we landed more sales.vB: So, we should start low?vA: I think that would be a good idea. Price is an important _7_ in our market, so we

9、can use it to build our _8_. If our customers get hooked on the _9_, theyll buy and become more _10_. Later on, when we hit a _11_ and after our _12_ is sold on our products, we can _13_.vB: That sounds like a really clever _14_.vA: This is a very _15_. Weve got to come up with a few clever strategi

10、es in order to keep our place on top.vB: I think our main strength is with young consumers.vA: Thats _16_. The young consumers fast to commit, but fickle to stay with a brand. So our challenge is _17_.Role readvA: I went over the sales figures in the market research report. If you compare it with ou

11、r survey of consumer buying habits, theres only one conclusionvB: Whats that?vA: It seems this market is sensitive to price. When our product was marked up at a higher introductory price, our sales after product launch were lower than low. At a discounted introductory price, we landed more sales.vB:

12、 So, we should start low?vA: I think that would be a good idea. Price is an important variable in our market, so we can use it to build our customer base. If our customers get hooked on the low introductory price, theyll buy and become more loyal to our brand. Later on, when we hit a peak in sales a

13、nd after our customer base is sold on our products, we can bring the price up.vB: That sounds like a really clever marketing strategy.vA: This is a very competitive market. Weve got to come up with a few clever strategies in order to keep our place on top.vB: I think our main strength is with young

14、consumers.vA: Thats at whom were targeting. The young consumers fast to commit, but fickle to stay with a brand. So our challenge is customer loyalty.vA: I know we must pay attention to market research. But _? (怎样进行市场调研)vB: One of the objectives of market research is to find out _ (产品是否有市场) and _. (

15、在这个市场上我们能否出售这种产品)vA: I see. _? (那么谁做这种工作呢)vB: In the early stages, _. (只有区域经理参与)vA: What if we decide to have some test marketing?vB: Then _. (一些高级销售人员也参加)vA: If salesmen are brought in, I think _. (他们需要接受一些培训), such as product training.vB: _? (产品培训指的是什么)vA: You know, as a salesman, he must fully un

16、derstand various applications, _， (设计特点、独特优点、使用操作) and everything of the products we produce.Translation vA:打扰了，我在为一家快餐店做市场调查。如果您不介意，我想问您几个问题。vB:行，问吧。vA:你最喜欢哪家快餐店？vB:我喜欢KFC。我觉得在那里花钱很值。vA:您喜欢哪种饮料，可口可乐还是百事？vB:我喜欢百事可乐。vA:这种偏爱是不是您选择餐馆的决定因素？vB:不是。我想决定因素是食品提供速度。vDiscussion1: What means of advertising do y

17、ou know?2. Advertisement Sentence patternsv1. The repetition of commercials will help make our products well-known and build strong brand positions.v2. Ive heard they live on the 15% discount on the advertising we purchase.v3. Im especially interested in the role of image, public relations and adver

18、tising in the production promotion.v4. So many psychological factors should be considered in advertising.v5. At the moment, were working on some new promotion literature which will be used in the shops.v6. Now, lets come back to the design department. What techniques do you usually use in advertisin

19、g?Phrases vTV commercials brand positionvPromotion literature advertising agencyvMerchandising national launchvAdvertising campaign press conferencevPreliminary market test pamphletvFlyers leaflets vDiscussion 2: What do you see as the most effective means of advertising?J: What do you see as the mo

20、st effective means of advertising? TV, radio or print?S: That all depends on what you mean by “effective”. Do you mean reach the widest audience, or cost the least, or what?J: I mean what gives us the most bang for the buck. Obviously TV will show our capabilities the best, but it is also expensive.

21、 Im concerned that if we use print media they cant really see the quality. What do you think?S: Well, first lets both agree to ignore radio. Paul thinks we should use radio, as there is a large listening audience. But I say that in order to see the quality of our product, you really have to see it.

22、Do you agree?J: Agreed. So where do we go from here, TV？S: Actually, I think TV is good, but too expensive. Too much of our budget would be drained and not all that much sales revenue would be generated.J: So do you have a better option? Like I said, print media wont really show off our best digital

23、 features.S: Thats where I disagree. I think we could reduce our print media focus to magazines only. The cost would be lower but our features could still be seen.J: How many males 35 to 40 years old could we expect to reach?S: Surprisingly, our marketing surveys show about 53 million.In the world o

24、f advertising, therere many _1_ to bring a consumer in. In fact, there are dozens. However, today Ill be sharing with you just a few-ads using weasel words, ads which are _2_ and endorsement ads and _3_ ads.Different and unique ads are those that grab the consumers attention by being, well, unique.

25、These ads can contain _4_ pictures, bold texts and casting characters plus so much more. (Unfortunately, this ad has no sound, but I can tell you what is happening. In some other language, this child is throwing a temper tantrum when his father wont buy him candies. Can you guess what this is advert

26、ising.) Weasel word is a term that we use as a modifier that makes the following ad nearly _5_. Weasel words sound _6_ at first, but upon closer examination, turn out to be empty.The most common weasel words include helps, virtual , like, acts, works, can be, up to, as much as, refreshes, comforts,

27、fights, the feel of, the look of, tastes, fortified, enriched and _7_.The endorsement or testimonial technique uses a _8_ in an ad to lend his or her stellar qualities to the product. Sometimes that people actually claim to use the product, but sometimes they dont. Some _9_survive by providing “name

28、s” for these testimonials. Doctors are also used in this technique. (This ad, like the one before it, unfortunately has no sound. Here we have the dazzling Nicole Kidman advertising Chanel perfume, Formula No. 5.)And finally, we have scientific or statistical advertising, which is a type of advertis

29、ing that refers to some sort of _10_ or experiments to very _11_, or to an impressive-sounding mystery ingredient.(Examples of this are things like Germ-X which claims to eliminate 99% of germs.)Complete the conversationvA: Look, we have to _. (最迟在15号前敲定这些细节问题)vB: You never leave us enough time. _ (

30、至少需要2周) to get the storyboard written up, and then plan the shots, hire actors, and do some rehearsals. _. (你的时间表给我们的时间不够)vA: Its not our schedule! . （最后期限是上面定的）vB: You mean CEO?vA: _? (除了他还能有谁)Translate the conversationvA: 就我所知，你的产品仅做了报纸广告，这远远不够。vB:你的建议是什么？vA:我认为你应该做电视广告。vB:我承认电视广告会给观众留下深刻的印象，但是电视广

31、告太贵了。 vA:但是电视广告的反复播放会扩大我们产品的知名度，并能强化我们的品牌地位。vB:可是我们当前的预算很紧张。vA:不是现在做，但我觉得你应该开始考虑了。vB:你说的有道理。我会和销售部门讨论一下。3. PromotionvWarm-up discussion: What is promotion?vPromotion (also referred to as marketing communications) involves the communication of information between marketers and potential buyers, and/o

32、r others in the channel or wider community, in order to influence attitudes and behaviours.Classification of IMC Media, Tools and TechnologySentence patternsv1. Also, you forget, theyre professionals. They run events like our product launch.v2. Were going through an event management company, so they

33、 should manage most of the details.v3. I think we should launch a new advertising & promotion campaign at the beginning of next year.v4. With this line of tennis rackets, you have stiff competition against you.v5. These are the events our customers & potential customers care about.v6. What k

34、ind of promotional events are scheduled for the new product line?v7. Let me take your samples back to my boss. Well think it over &contact you later.v8. Would you be interested in talking with him about our ideas for upcoming models?Phrases vPromotional events product line vEvent management comp

35、any vRun events market sharevStiff competition environmental-friendlyvLatest model/design user-friendlyvWide varieties to choose fromvAvailable in various models & sizesvA: The _1_ is on Tuesday, and clear your _2_ over the next few days because were going to be _3_ in order to get everything re

36、ady in time.vB: Oh, its not as bad as all that Almost everything is already set. Were going through an _4_ company, so they should manage most of the details. Probably the biggest thing on our plate is to go over the _5_ with their onsite managers to make sure it all goes as planned.vA: I hate to _6

37、_ What if their people drop the ball? We should be prepared with a _7_ plan just in casevB: Opening day is Tuesday. Weve been working with this company to set everything up since last spring. Theyre very clear on all of the _8_. Also, you forget, theyre _9_ they run events like our _10_ for a living

38、. Id say weve nothing to worry about.vA: The product launch is on Tuesday, and clear your calendars over the next few days because were going to be burning the midnight oil in order to get everything ready in time.vB: Oh, its not as bad as all that Almost everything is already set. Were going throug

39、h an event management company, so they should manage most of the details. Probably the biggest thing on our plate is to go over the event rundown with their onsite managers to make sure it all goes as planned.vA: I hate to put all our eggs in one basket What if their people drop the ball? We should

40、be prepared with a back-up plan just in casevB: Opening day is Tuesday. Weve been working with this company to set everything up since last spring. Theyre very clear on all of the details for the event. Also, you forget, theyre professionals they run events like our product launch for a living. Id s

41、ay weve nothing to worry about.vA: _(安排了什么样的促销活动) for the new products?vB: Marketing has us set up with _(在5个大城市举行产品发布会), as well as some sponsoring events throughout the year.vA: _? (你说的是什么样的赞助活动) I dont know how effective sponsorship really is.vB: _. (不是你想的那样) These events will give us _(更多曝光机会) t

42、han most. Take the tri-city marathon for starters. _ (这是备受关注的活动) The television exposure alone will nearly double the customer awareness.vA: _? (还有什么活动)vB: Weve got a spot in the Olympic stadium _ (赞助一个参赛队的装备)vA: _? (这些活动是顾客所关心的吗)vB: Yes. We choose these events _. (基于市场调查)4. Attending trade showsWha

43、t is a trade show? (2 videos)A trade show is a kind of exhibition which is organized in order to provide space to the companies that wish to demonstrate their services and new products. Usually, a trade show is organized for a specific industry or a number of industries as well.Sometimes, a trade fa

44、ir is open to the public and people are allowed to see the new products and sometimes, only the company representatives are allowed to enter the trade fair. Apart from the members of trade and public, members of press are also invited to the trade fairs so as to cover the event.A considerable amount

45、 of capital is required to successfully run a trade fair. A trade show is usually run for few days but a large number of people are required for the smooth running as a lot of services are required for exhibitors. The money charged from participating companies is used for providing several facilitie

46、s like accommodation, telecommunication, space for setting up the booth, designing &constructing trade show displays, internet services and manuals. Booth booking &show preparationvPhrases:v1. Excuse me, but when is the deadline for registration?v2. Lots of traffic. A steal at $2000 dollars.

47、v3. When will the biggest crowd be at the show?v4. Wed like to register for the trade fair.v5. Please send your registration form &money to us by express.v6. I really need to set up before the exhibition!v7. Generally, organizers provide basic shells or modules &then the exhibitors complete

48、themseves.v8. Ok, &ask them to send us some more brochures &other forms.v9. We spent a lot of money on that stand &well send the brochures immediately.v10. I work in the R&D Department of a company based in Los Angeles. We specialize in designing printers.Phrases vTrade show/fair/exh

49、ibition/expovDeadline for registration register forvRegistration form commissionsvEntrance fee distribution a 5by 6 boothvReserve/book a space/spot/booth standvSend by express/mail/remittancevExhibit, exhibition, exhibitorsvInternet hookup shells or modulesvBrochures, pamphlets & order formsBoot

50、h bookingvA: Hello. Im calling because I saw an ad in Asian Wall Street Journal about our trade show.vB: Yes. Its in Washington on May 27th and 28th. It costs $1000 for a 5 by 6 booth.vA: Excuse me, but when is the deadline for registration?vB: The deadline is tomorrow. However, we can make exceptio

51、ns for overseas companies.vA: Well, Im very interested. Where do I send the registration form and the money?vB: To the address that appears on the bottom of the form. Please send it as soon as possible to reserve a space.(small dialogs)v1. A: Hello! Is that International Trade Fair Center?vB: Yes. _

52、?v2. A: This is Jing Kai Trade Co. _. (我们想参加本次展会）vB: Sure. _? (你想预定什么位置)v3. A: _? (你能给我一些关于展会的信息吗)vB: Yes. Its in Washington on May, 27th and 28th. _. （5英尺宽6英尺长的展位要1000 美元）v4. A: _? (展会报名最后期限是什么时候)vB: Its tomorrow.v5. A: _? (我该把报名表和钱寄到哪)vB: To the address on the bottom of the form. _. (欲订展位，请快寄来)v6.

53、 A: _? (展厅 有信用卡刷卡机和网络连线吗)vB: Yes. _. (但你得额外交50美元)v7.A:_? (你看这个摊位地点怎么样)vB: Quite good. _. (人流很多，也很便宜)v8. A: ？（为什么我们的货物还没摆到展位上）vB: They arrived late yesterday. But dont worry, _. (我们会在展览开始前把展位布置好的 set up)Translate vA:你好！是国际贸易展览中心吗？vB:是的，有什么事吗？vA:我是京凯贸易公司。我们想参加本次展会，我可以订个右角的展位吗？vB:可以，那个位置不错。vA:展览会什么时候人最

54、多？vB:我认为是周末.vA:能向我说一下价格吗？vB:右角，每平米200美元。vA:面积多大？vB:20平米。你想订一个吗？vA:是的。vB:请把登记表和钱快递过来。vA:我可以电话订位、银行汇款吗？vB:可以。请记住我们的银行开户号847521589，开户行是中国银行广州分行。vA:谢谢。Show Preparation1. A: _? (通知重要来宾了吗 notify)B: Yes. _. (一切都已准备就绪)2. A: _? (有没有准备包括交易会介绍和日程安排的用户指南)B: Yes, I have. _. （我还准备了一份交易会备忘录 fair memo）3. A: _? (摊位是

55、参展单位自己建还是组织者建)B: （组织者提供基本摊位外壳或预制单元）, and then the exhibitors complete themselves.4. A: _? (我们怎么能自己亲手建呢)We dont specialize in that.B: No, we dont. _. (我们雇用一家专业公司作为摊位建造承包商)5. A: _? (我们还有什么没考虑到呢)B: Many things have to be taken into consideration, like _. (参展产品范围、提供的服务设施、值班人数等)6. A: Our exhibition stand

56、 is tiny and at the back, _. (不是我们预订的靠近入口的那个)B: _? (你没和展会经理谈吗)There must have been a mistake.7. A: Cant you find a good agent there to act for us? _. (我们需要代理为我们做宣传之类的活动)B: Ok. _. (我会尽力)8. A: This is terrible. _. (我们还需要一些宣传册和订单)B: Dont worry. _. (我给总部打电话汇报一下)5. Customer servicevWhat is customer servi

57、ce?vCustomer service is the service or care that a consumer receives before, during and after a purchase. vExcellent customer service is vital to businesses today. How do you provide great customer service? Greet them in a friendly manner, whether that be via telephone, email or in person. Let them

58、know you are there to help and that you will take care of them, not only before the sale but after as well. Sentence patternsv1.Im leaving the country tomorrow. Id really prefer a refund.v2.Were ready at your service.v3.By the way, your warranty is good, so it provides you with free service &par

59、ts.v4.But may I have a word with the person in charge of the service center?v5.Ill send several technicians to your factory.v6. Im afraid its not our policy to replace computers because of glitches.v7. All our shoes are guaranteed for one year.v8.This type of TV set has a 3-year guarantee free of charge.Phrases vRefun