商务英语Marketing.ppt

1、Marketing, a local brand of drink a grocery product (breakfast cereal, health food, etc.) an industrial product (machines, consumer goods, vehicles, etc.) a public service (telephones, mail, transport, etc.) an educational service (maybe the course youre doing now?),Discussion:,Make a list of some p

2、roducts or services that are produced or provided in your city or region.,Discussion:,1) Which one can most stimulate the customers desire to buy? 2) Which one is not desirable? 3) How to modify in order to make it effective?,Work together and list the advertising messages that you know.,Terms:,Mark

3、eting 市场营销 Marketing Concept 市场营销观念 Marketing Mix 市场营销组合 Product Life Cycle 产品生命周期 Buyer Behavior 消费者购买行为 Marketing Research 市场营销调研 Marketing Segmentation 市场细分,What Is Marketing?,Two major functions of businesses:,Production of goods and services Marketing those goods and services,Marketing is the p

4、rocess of planning and executing the conception, pricing, promotion, and distribution of goods, services and idea to create exchanges that satisfy individual and organizational objectives.,The Marketing Concept,The marketing concept is the philosophy that firms should analyze the needs of their cust

5、omers and then make decisions to satisfy those needs, better than the competition.,The key questions:, What do customers want? Can we develop it while they still want it? How can we keep our customers satisfied?, Focusing on customer needs before developing the product Aligning all functions of the

6、company to focus on those needs Realizing a profit by successfully satisfying customer needs over the long-term,The marketing concept,Difference Between Selling and Marketing,The Marketing Mix (The 4Ps of Marketing),A firms marketing mix consists of four main elementsproduct, price, place and promot

7、ion .,Marketing,Product,Price,Place,Promotion,Personal selling,Advertising,Sales Promotion,Publicity,Product,A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good.,A service is an action or activity done for others for a fee.,A product is a bundle of t

8、angible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.,Two general types of products:,Consumer products are produced for and purchased by households for their use.,Industrial products are sold primarily for use in producing

9、other products.,Price,Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.,Loss Leader Pricing 牺牲主要商品定价法,Lowing prices on some key products in order to attract them to purchase more products（quantity and cash discounts) Set

10、low price to increase sales and market share,Penetration Pricing 渗透定价法 Price skimming 撇脂定价法,Differential Pricing 区别定价法,High price when there is strong customers need Decreasing as sales begins to decline,Same period, different price,Place,Place simply refers to how you will sell your products to you

11、r customers.,Manufacture,Household consumer,Retailer,Household consumer,Wholesaler,Retailer,Household consumer,Consumer Products,Industrial Product,Direct supply,Directly to customer; retailing, door to door, mail order and e-commerce,Promotion,(1) Personal selling 人员销售 (2) Advertising (3) Publicity

12、 宣传 (4) Sales promotion 促销,Personal selling : It is personal communication of information to persuade a prospective customer to buy somethinggoods, services, idea, or something elsethat satisfies an individuals needs.,Advertising,Advertising is non-personal communication of information paid for by a

13、n identified sponsor such as an individual or an organization,television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards,Modes of advertising,Sales Promotion,Sales promotion is a paid

14、form of non-personal communication that provides direct incentives to customers, salespeople, and marketing intermediaries for purchasing a product.,Method,Coupons(赠券）， rebates(价格折扣），premiums(赠品），bonus pack(加量不加价），money-off-promotions（降价促销），free samples, contests or displays,Publicity,Publicity: Lik

15、e advertising and sales promotion, publicity is a no personal form of communication. Publicity is transmitted by a mass medium in news story form and is not paid for It is actually part of public relations, a set of communications activities designed to create and maintain a favorable public image f

16、or a firm.,several vehicles to obtain publicity,The news release,A feature article,A captioned photograph,An editorial film,A news conference,The Product Life Cycle,Introduction Phase 引入期,Some the marketing mix implications, Productone or few products, relatively undifferentiated. PriceGenerally hig

17、h, assuming a skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly. PlacePlace is selective and scattered as the firm commences implementation of the distribution plan. PromotionPromotion is aimed at building bran

18、d awareness.,Growth Phase 成长期,Some the marketing mix implications, Product-New product features and packaging options; improvement of product quality. PriceMaintaining at a high level if demand is high, or reducing to capture additional customers. PlacePlace becomes more intensive. Trade discounts （

19、贸易折 扣) are minimal if resellers show a strong interest in the product. PromotionIncreasing advertising to build brand preference.,Maturity Phase 成熟期,Some the marketing mix implications, ProductModifications are made and features are added in order to differentiate the product from competing products

20、 that may have been introduced. PricePossible price reductions in response to competition while avoiding a price war. PlaceNew distribution channels and incentives to resellers in order to avoid losing shelf space. PromotionEmphasis on differentiation and building of brand loyalty. Incentives to get

21、 competitors customers to switch to your advantage.,Decline Phase 衰退期,Some the marketing mix implications, ProductThe number of products in the product line may be reduce Rejuvenate (更新) surviving products to make them look new again. PricePrices may be lowered to liquidate (清算) inventory of discont

22、inued products. Prices may be maintained for continued product serving a niche market (瞄准机会的市 场 ). PlacePlace becomes more selective. Channels that ni longer are profitable are phased out (逐步淘汰). PromotionExpenditures are lower and aimed at reinforcing thi brand image for continued products.,Buyers

23、Behavior,Steps of consumers purchasing,Need recognition,Search,Evaluation of alternative,Purchase decision,After-purchase evaluation,Marketing Research,Marketing research is the process of systematically gathering, analyzing and interpreting data pertaining to the companys market, customers and comp

24、etitors, with the goal of improving marketing decisions.,Proactive and Reactive Research Questions:,The Research Process,Forming the research question:,Research design,Data collection,Data analysis,Choosing the best solution,Market Segmentation,The marketing concept calls for understanding customers

25、 and satisfying their needs better than the competition. But different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike.,Mass marketing （大量营销）refers to treatment of the market as homogeneous group and offering the same marketing mix to all cus

26、tomers.,Target marketing （目标营销）recognizes the diversity of customers and does not try to please all of them with the same offering.,Requirements of Market Segments,Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: The segments

27、 must be reachable through communication and distribution channels. Substantial: The segments must be sufficiently large to justify the resources required to target them. Unique needs: To justify separate offerings, the segment must respond differently to the different marketing mixes. Durable: the segments should be relative