商务英语口语

商务英语口语第1页/共38页Quotation

AkioMorita(1921–1999)Co-founderofSony“Communicationisthemostimportantformofmarketing.”第2页/共38页1.Whatisimportantifyouwanttobesuccessfulinthemarket?2.Whatinfluencemarketthemost?3.Whatanimalcanbesuccessfulinthemarket,why?第3页/共38页1.Whatarethedifferencesbetweenthetraditionalmarketandmodernmarket?2.Whatisthefunctionofmarkets?3.Whatarethemassmarketandthenichemarket?4.Namesomeproductsthataresuitabelformassmarketorniche?第4页/共38页1Product2Price3Promotion4Placea)thecosttothebuyerofgoodsorservicesb)informingcustomersaboutproductsandpersuadingthemtobuythemc)wheregoodsorservicesareavailabled)goodsorservicesthataresold第5页/共38页Whatinfluencesyoumostwhenyouaredoingshopping?Why?Product

Price

Promotion

Place第6页/共38页DTellyourpartneraboutamarketingsloganthatimpressedyou.第7页/共38页BChooseawell-knownproductforeachoftheseproductcategories.CarsNewspaper&magazineWatches&jewelryClothing第8页/共38页1)Whichonecanmoststimulatethecustomers'desiretobuy?2)Whichoneisnotdesirable?3)Howtomodifyinordertomakeiteffective?第9页/共38页Terms:Marketing市场营销MarketingConcept市场营销观念MarketingMix市场营销组合ProductLifeCycle产品生命周期BuyerBehavior消费者购买行为MarketingResearch市场营销调研MarketingSegmentation市场细分第10页/共38页Promotion(1)Personalselling人员销售(2)Advertising(3)Publicity宣传(4)Salespromotion促销第11页/共38页2WhatqualitiesdoyouassociatewithItalianproducts?第12页/共38页DGroupdiscussionWhatqualitiesdoyouassociatewithcarsfromthefollowingmanufacturers?第13页/共38页•Whatkindofcustomersiseachadvertisementdirectedat?•Whichisthe'best'ad.doyouthink?Why?Studytheadvertisementsanddiscussthesequestions:第14页/共38页Discussion:Canyounamesomeproductsorservicesthatareproducedorprovidedinyourcityorregion?第15页/共38页第16页/共38页PriceImportanceof:knowingthemarketkeepinganeyeonrivals第17页/共38页WaysofpricingLossLeaderPricing亏本清仓法QuantityorcashdiscountsLoweringpriceonanumberofkeyproductsinordertoattractacustomertopurchasetheproducts.第18页/共38页PenetrationPricing渗透定价法

Settinglowpricetoincreasesalesandmarketshareforintroducinganewproduct.Topreventordiscouragecompetitorsfromcapturingthemarket第19页/共38页PriceSkimming撇脂定价法Chargingrelativelyhighpricesthattakeadvantageofearlycustomers’strongneedforthenewproduct,andthendecreasingitslowlyassalesbeginstodecline第20页/共38页DifferentialPricing区别定价法Allowingthesameproducttobesoldindifferentpricesunderdifferenteconomicclimates.第21页/共38页A:Inmyopinion,定价法isfor产品。Because...B:While产品shouldtake定价法。As..第22页/共38页Product第23页/共38页ProductMethodsusedtoimprove/differentiate

theproductandincreasesalesortargetsalesmoreeffectivelytogain

acompetitiveadvantagee.g.ExtensionstrategiesSpecialisedversionsNeweditionsImprovements–realorotherwise!ChangedpackagingTechnology,etc.第24页/共38页Promotion第25页/共38页PromotionNOTjustadvertisingStrategies

tomaketheconsumerawareoftheexistenceofaproduct

orservice第26页/共38页Place第27页/共38页PlaceThemeansbywhichproductsandservicesgetfromproducer

toconsumerandwheretheycanbeaccessedbytheconsumerThemoreplacestobuytheproductandtheeasieritismadetobuyit,thebetterforthebusiness(andtheconsumer?)第28页/共38页People第29页/共38页PeoplePeoplerepresentthebusinessTheimagetheypresentcanbeimportantFirstcontactoftenhuman–whatisthelastingimagetheyprovidetothecustomer?Extentoftrainingandknowledge

oftheproduct/serviceconcernedMissionstatement–howrelevant?Dostaffrepresentthedesiredculture

ofthebusiness?第30页/共38页Process第31页/共38页ProcessHowdopeopleconsumeservices?Whatprocessesdotheyhavetogothroughtoacquiretheservices?Wheredotheyfindtheavailability

oftheservice?ContactRemindersRegistrationSubscriptionFormfillingDegreeoftechnology第32页/共38页PhysicalEnvironment第33页/共38页PhysicalEnvironmentTheambience,moodorphysicalpresentationoftheenvironmentSmart/shabby?Trendy/retro/modern/oldfashioned?Light/dark/bright/subdued?Romantic/chic/loud?Clean/dirty/unkempt/neat?Music?Smell?第34页/共38页TheMarketingMixBlendofthemixdependsupon:MarketingobjectivesTypeofproductTargetmarketMarketstructureRivals’behaviourGlobalissues–culture/religion,etc.MarketingpositionProductportfolio第35页/共38页BackgroundCompanyNationalityProductSourceofproductSpecialfeaturesTargetcustomersHamiltonFoodandDrinkProductsUSAKristalwaterAspringdeepundertherocksinAlaska-thepurestwaterintheworldwithfewminerals-nothingisaddedtochangeitstastePeoplewhowanttohaveahealthylifestyle第36页/共38页LaunchareaMediaSloganPackagePricePointofsaleResultProductlaunchCalifornia,US