商务英语课件——-Marketing

1、Unit 10 Marketing The Marketing MixIn this part, youllLearn about the “4Ps” and “4Cs” of marketing.Look at some familiar products and how they are marketedPromote a product with what you learned about marketing What are “4Ps”? “4Ps” Product Price Place PromotionProduct: the goods or the service that

2、 you are marketing It includes: image design quality reliability features and benefitsFeatures and benefits make the product unlike any of the competing products. Price:making it easy for the customer to buy the productPrice:The product must be priced so that it competes effectively with rival produ

3、cts in the same market Lower price, better marketing ? Place: getting the product to the customerPlace: Various channels of distribution:Producer end-usersProducer retailers end-usersProducer wholesalers/ agents retailers end-usersProducer Wholesalers directly to end-usersProducer multiple store gro

4、up/department stores/ mail order houses end-usersProducer market wholesalers retailers end-usersPromotion present the product to customers through advertisingPackaging and presentationImageBrand nameAdvertising and slogansPromotion involves:Packaging and presentation of the productImageBrand nameAdv

5、ertising and slogansBrochuresLiteraturePrice listsAfter-sales service and trainingTrade fairPublic relationsPublicityPersonal sellingAdvertising:TV commercialsNewspaper adsMagazine adsPostersPlacing special promotional displays in community, in the department store or in the supermarketGift couponsP

6、resentsLotterybonus Sponsoring festivalsBankrolling concert toursWhat is “USP”?USP: Unique selling proposition features and benefits “4Cs”CustomerCommunicationConvenienceCost CustomerWhat do customers need?What do customers want? CommunicationHow to communicate with customers? AIDA AIDAHow to attrac

7、t the attention of potential customers?How to arouse interest in the product?How to create a desire for its benefits?How to encourage customers to take prompt action? ConvenienceIn which channel of distribution can the customers get what they want? CostHow to make the marketing cost-effective?“4Ps”&

8、 “4Cs”“4Ps”: Product-oriented“4Cs”: Customer-orientedPart TwoHow is a product marketed?In this part, youllReview the concept of the “4Ps” and “4Cs” of marketing.Look at some familiar products and how they are marketedPromote a product with what you learned about marketing McDonalds Mcdonalds Hong Ko

9、ng Homepage What kind of promotion that McDonalds takes is the most impressive to you?Its TV commercialMcDonalds songAll kinds of couponsKids dancing and playing games in McDonalds How do you think of its product? In which channel of distribution does it get its product to the customers? How do you

10、think of its price?How about its promotion?Promotion involves:Packaging and presentation of the productImageBrand nameAdvertising and slogansBrochuresLiteraturePrice listsAfter-sales service and trainingTrade fairPublic relationsPublicityPersonal sellingPart ThreeA special task for a special day!Some questions you may follow:What is a good brand name for a moon cake?How to highlight the features