商务英语-Marketing Strategy市公开课一等奖省名师优质课赛课一等奖课件

BusinessEnglishOfficeSeptemberBusinessEnglish（Ⅲ）CourseCode:5302Unit3MarketingtheproductMarketingStrategiesScopeVocabularyStudyMarketingStrategiesMarketingPlanHomework

VocabularyStudyFindoutthecollocationsinPartbonP.34

offer减价、优惠latestoffers最新优惠（商品）specialoffers特价商品，特卖Theyhaveanoffer

onsugaratthemoment.Thissoftwareisonofferthisweek.deal(短期内）降价，优惠

toget/offeradeal(onsth.)Theairlineisofferingdealsonflightsthismonth.Igotagood/anexcellent

dealonthecar.sector领域，部门，行业service-sectorjobsthebankingsectorthebusinesssectortouristindustrymanufacturingindustry制造业segment分部，部门，细分市场theservicessegmentthehealth-caresegmentthe

low-pricedluxurymid-pricedsegmentmarketsegment细分市场marketsegmentation市场细分Compatible兼容

patibilityThenewsystemwillbecompatiblewithexistingequipment.

compatibilitywithsb/sth.

compatibilitybetweenAandBchain连锁，连锁店achainofrestaurants/storesafast-food/hotel

chain

mid/High-range中、高档/端purchase购置，采购equipmentpurchasea50million

purchaseofthehotelmakeapurchasepurchaser:buyer买主purchasingmanager采购经理purchasingpower购置力

Stock库存afastturnoverofstock库存周转beinstock→beoutofstocktoreduceselloffgetridofstock

MarketingStrategiesReadPartconP.34formarketingstrategies.

MoreTypesofMarketingStrategyReadPartbonP.36foranotherfourtypesofmarketingstrategies

Ambushmarketing埋伏式营销Guerrillamarketing游击营销ViralmarketingwordofmouseBlitzmarketing闪电式Youcandoit—havingaplanWhatisamarketingplanlike?I.ExecutiveSummary

摘要、概述II.SituationAnalysis

情况分析

CompanyAnalysisMarketplaceAnalysisCompetitionAnalysisCustomerAnalysisSWOTAnalysisIII.Objectives

目标MarketingPlanIV.MarketingStrategy

营销策略

Product:whattosell?Place:wheretosell?Price:howmuchwillyoucharge,why?Promotion:howwillyoureachthemarket?V.OrganizationandImplementation

组织和实施VI.EvaluationandControl评定和控制VideoWatchingWatchthevideoandfindout:

WhatstrategiesforATDTraveltodothemarketing?/v_show/id_XNDQ3NDY4OTA0.htmlGroupDiscussionHowtodothemarketingforyourtravelagency?Discussion①Whatdoesyourcompanydo?②Whatareyourproductsorservices?

(price,features,benefits,USP…)③Whoareyour(potential)customers?④Whichstrategywillyouchoose?⑤Wherewillyousellormarket?⑥Howwillyoureachandcommunicatewithyourcus