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LearningObjectives UnderstandingsomebasicconceptsofmarketingTalkingaboutdevelopinganewmarketTalkingaboutpromotingaproductTalkingaboutmarketresearchTalkingaboutadvertisingWritingasalesletter 第1页 Follow-up Practice Writing Task第2页Weneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,thatllhelpusunderstandbetteraboutwhatweareaskedtodo.第3页1.Readthefollowingmarketingtipswhicharebasedonamarketingstrategyortacticproventoboostsales.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2)Decideonyourobjectives,identifyandchooseyourtargetcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourmarketingactivitiesintermsofcustomersatisfactionandtheimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyourcustomersandusetheminallyouradvertising.8)Aftertellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercomplaintsquicklyandwithapositiveattitude.第4页2.Discussthefollowingquestions.1)Whatismarketing?2)Whatisthedifferencebetweenmarketingandsales?3)Whatisthedifferencebetweenmarketingandinternationalmarketing?4)Whichdoyouthinkarethefivemosteffectivetips?Why?5)Canyouaddmoretipsasadviceformarketingandsales?6)Canyoulistthevariousstepsoractionsthatareinvolvedinthemarketingprocess?第5页SomedefinitionsofmarketingMarketingmeanstomakeacommunicationaboutaproductorserviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingallthecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothecustomer.第6页Theplanningandimplementationofastrategyforthesale,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerbaseforaproductorservice.Advertisementsplayalargepartinmarketing.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.第7页Marketing&Sales?Manypeoplemistakenlythinkthatsellingandmarketingarethesametheyarent.Youmightalreadyknowthatthemarketingprocessisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorrectly.Promotingtheproduct;spreadingthewordaboutwhycustomersshouldbuyit.Sellingisdeliveringtheproductintothehandsofthecustomer.Sellingisoneactivityoftheentiremarketingprocess.Sellingistheactofpersuadingorinfluencingacustomertobuy(actuallyexchangesomethingofvaluefor)aproductorservice.Marketingactivitiessupportsalesefforts.Actually,theyareusuallythemostsignificantforceinstimulatingsales.Marketingactivities(liketheproductionofmarketingmaterialsandcatchypackaging)mustoccurbeforeasalecanbemade;theysometimesfollowthesaleaswell,topavethewayforfuturesalesandreferrals.第8页ContrastingtheSalesConceptwiththeMarketingConceptTheconceptssurroundingbothsellingandmarketingalsodiffer.Thereisaneedforbothsellingandmarketingapproachesindifferentsituations.Oneapproachisnotalwaysrightandtheotheralwayswrongitdependsupontheparticularsituation.Inamarketingapproach,morelisteningtoandeventualaccommodationofthetargetmarketoccurs.Two-waycommunication(sometimesbetweenasalespersonandacustomer)isemphasizedinmarketingsolearningcantakeplaceandproductofferingscanbeimproved.Asalespersonusingthesalesconcept,ontheotherhand,sometimeshastheabilitytoindividualizecomponentsofasale,buttheemphasisisordinarilyuponhelpingthecustomerdetermineifshewantstheproduct,oravariationonit,thatisalreadybeingofferedbythecompany.Inthesalesapproach,notmuchtimeisspentlearningwhatthecustomersidealproductwouldbebecausethesalespersonhaslittlesayinseeingthathercompanysproductismodified.Furthermore,sheisntrewardedforspendingtimelisteningtothecustomersdesiresunlessshehasaproducttomatchtheirdesiresthatwillresultinasale.Attheheartofthesalesconceptisthedesiretosellaproductthatthebusinesshasmadeasquicklyaspossibletofulfillsalesvolumeobjectives.Whenviewedthroughthemarketingconceptlens,however,businessesmustfirstandforemostfulfillconsumerswantsandneeds.Thebeliefisthatwhenthosewantsandneedsarefulfilled,aprofitwillbemade.第9页Doyouseethedifference?Thesellingconcept,insteadoffocusingonmeetingconsumerdemand,triestomakeconsumerdemandmatchtheproductsithasproduced.Whereasmarketingencompassesmanyresearchandpromotionalactivitiestodiscoverwhatproductsarewantedandtomakepotentialcustomersawareofthem.第10页 Internationalmarketingisaparticularapplicationofmarketingconcernedwithdevelopingandmanagingtradeacrossinternationalboundaries.Internationalmarketingis“theperformanceofbusinessactivitiesthatdirecttheflowofgoodsservicestoconsumersorusersinmorethanonenation.”Internationalmarketingisthemultinationalprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.InternationalMarketingSomedefinitionsofinternationalmarketing第11页7Political/legalforcesEconomicforces12Environmentaluncontrollablescountry market AEnvironmentaluncontrollablescountrymarket BEnvironmentaluncontrollablescountrymarket CCompetitivestructure CompetitiveForces Level of TechnologyPriceProductPromotionChannels of distributionGeography andInfrastructureForeign environment(uncontrollable)Structure ofdistributionEconomic climateCultural forces34567Political/legalforcesDomestic environment(uncontrollable)(controllable)第12页BENEFITSOFINTERNATIONALMARKETINGSurvivalGrowthofoverseasmarketsSalesandprofitsDiversificationInflationandpricemoderationEmploymentStandardofliving第13页Inthispartyouwilllistentoapassageandadialogueaboutmarketing.Listenandtrytofinishtheexerciseswhilelistening.Areyouready?第14页13.1.1 Listen to the following passage and fill in the missing parts.Whatexactlyismarketingandwhyisitimportanttoyouasanentrepreneur?Simplystated,marketingiseverythingyoudotoplaceyourproductorserviceinthehandsofpotentialcustomers.Itincludesdiversedisciplineslikesales,publicrelations,pricing,packaging,anddistribution.Inordertodistinguishmarketingfromotherrelatedprofessionalservices,wecanrelatethisanecdote.“Ifayoungmantellshisdateshesintelligent,lookslovely,andisagreatconversationalist,hessayingtherightthingstotherightpersonandthatsmarketing.Iftheyoungmantellshisdatehowhandsome,smartandsuccessfulheisthatsadvertising.Ifsomeoneelsetellstheyoungwomanhowhandsome,smartandsuccessfulherdateisthatspublicrelations.”Youmightthinkofmarketingthisway.Ifbusinessisallaboutpeopleandmoneyandtheartofpersuadingonetopartfromtheother,thenmarketingisallaboutfindingtherightpeopletopersuade.Marketingisyourstrategyforallocatingresources(timeandmoney)inordertoachieveyourobjectives(afairprofitforsupplyingagoodproductorservice).第15页13.1.2Listentothedialogueandanswerthefollowingquestions.1)Whatismarketingtraditionallydefinedas?Theactoftakingaproducttothemarket,withallitssupportingactivities.2)Whatarethesupportingactivitiesmentioned?Creatingawareness,preferenceanddemandforyourcompanysproductsorservices.3)Canyoutellsomekeyfunctionsmarketingstaffprovideforthecompany?Theyprovidesuchkeyfunctionsasdecidingmarketsegmentandtargetcustomers,monitoringandvalidatingmarketneeds,feedingthisinformationbackintothecompany,andpursuingtheproductsconformancetomarketprescriptions,ratifyingaposition,apriceandthedifferentiationthatpromotespreferenceoftheirproductsorservices,locating,quantifyingandqualifyingtheircompetitivethreat,anddevelopingstrategiestomitigateit,managingtheoutboundcustomerandmarketinformationtocreateawarenessandinterest,definingandmanagingthebrand,workingtoincreasetheperceivedvalueofthebrandtocommandhighermarginsanddecidingwhatthecompanyshouldnotdowithitsmarketingefforts.4)WhydoesthespeakerwanttoemploysuchamarketingVPashementioned?Becausehefightsforhisdecision.5)Whatarethethingsmarketingpeopledontdo?Theydonotselltothecustomer.Theydontclosedeals,signcontracts,orsharethecustomerrelationshipwithsales.第16页Inthispartyouaregoingtoreadtwodialoguesinpairsandthenyouwillbeaskedtoanswersomequestionsaboutwhatyouhaveread.第17页1)WhatwasMrJiangspurposeofvisitingBritain?TohaveamarketresearchtoseewhethertheycanexporttheirmanufacturedgoodstoBritain.2）WhatshouldMrJiangdoifhewantstoexportgoodstotheU.K.?Heshoulddoalotofinternationalmarketresearchfirst.3)WherecanMrJianggettheinformationheneedsformarketresearch?Hecangettheinformationfromsuchchannelsasembassies,consulates,chamberofcommerceandtradeassociations,localclearingbanks,creditinquiryhouses,shippingagents,trademagazinesandcustomsimportandexportlists.4)WhatsortofinformationshouldMrJianglookfor?Heshouldfirstfindoutsuchinformationaboutthedemandfortheirgoods,thesortofcompetitiontheywillmeetandlocalconditionsandpreferences.5)WhatadvicedidMrBlackgiveaboutadvertising?Thechoiceofmediaforadvertisingdependsonmerchandise.TVandradioadsarebestforsomelines,magazinesandtradepapersforothers,mailorderanddirectsellingforothergoods.Itisbesttofindtoagoodadvertisingagenttodoallthejob.6)Whatdoyouneedtodobeforeyouchooseasellingagent?Beforeyouchooseasellingagent,youneedtomakesureyougetcreditreportsfromhisbankersandpeoplelikeBradstreet.13.2.1 Readthedialogueandthenanswerthefollowingquestions.第18页13.2.2Readthedialogueandthenanswerthefollowingquestions.1)How does the company recruit new staff?For new recruitment,they simply run Want ads in the classified section of some national and local newspapers or post Want ads on the Internet,stating the requirements and set a deadline for applications.Then theyll organize an interview for those they have put on the short-list and decide on the most promising candidates.2)What qualities does the company look for when recruiting salesmen?Generally,the company looks for young people with a good all-round education and good personality.3)Do regional managers need to be experts in their work?Not necessarily.However,some technical qualifications would help in their jobs.The regional managers all have some technical qualifications,and they can always consult one of the project or design engineers if any specific technical problem arises.4）What kind of work must be done before a new product is launched?Before a new product is launched,a great deal of work has been done beforehand in the way of product development,marketing research,test marketing and so on.5）What is one of the objects of market research stated in the dialog?One of the objects of market research is to find out whether there is a market for the product and whether we can sell the product in that market.6）How is test marketing carried out?The company makes a small quantity of the product and offers it to certain selected customers to find out their reactions.第19页第20页PRE-READINGQUESTIONSFORPAIRWORK1.Whatdoyouthinkofwhenyouseethetermmarketing?2.Canyoutellsomestepsoractionsthatareinvolvedinthemarketingprocess?3.Doyouthinkallofusareinvolvedinmarketing?Whyorwhynot?4.Whatisyourunderstandingofthefourmainelementsofmarketing?第21页Questions1)Whyisbuildingrelationshipsconsideredtobeabigpartofmarketing?Becauseindoingmarketingyoumustcommunicatewithpeople.Whatyoudoorsayisimportant.Sotryingtobuildgoodrelationshipswithyourcustomersdoeshelptomarketyourproducts.2)Howdoesthedefinitionofmarketinginthepassagedifferfromyours?(Open)3)WhatarereferredtoasthefourPsofmarketing?Product,place,priceandpromotion.4)WhatarethefourPs”alsoreferredas?Theyrealsoreferredtoasamarketingmix.5)Whatisofteninvolvedintheproductelementofmarketing?Researchanddevelopmentofanewproduct,researchofthepotentialmarket,testingoftheproducttoinsurequality,andthenintroductiontothemarketareofteninvolvedintheproductelement.6)Whatdoestheplaceelementmean?Theplaceelementreferstohowyougetyourproducttoyourcustomer.7)Whyisthepricesoimportanttoyoursuccess?Ifyoupricesomethingtoohigh,youmayneversellasingleitemofit.Ifyoupriceittoolow,youcanlosemoneyoneverysaleonceallofyourcostsofdoingbusinessareconsidered.8)Whatarecommontoolstopromoteproductsorservice?Thereareavarietyoftoolstopromoteyourproductorservice,likedirectmail,salesbrochures,contestsandgiveaways.9)Ifyouweretospecializeinoneoftheelements,whichonewouldyouchooseproduct,place,priceorpromotion?Why?(Open)第22页AboutthemarketingmixGenerallyspeaking,thereare4categoriesofelementsthatmakeupthemarketingmix.TheseareknownastheFourPs.TheFourPanalysisisusedtobreakdowntheprocessofdevelopingproductsandgettingthemtothemarketplace.Itcanrevealwhetherornotthecompanyhas:Product:aproductthatpeoplewantPrice:anacceptablepriceforitPlace:sufficientandappropriatedistributionchannelsPromotion:effectivepromotionstoenableefficientsales第23页Onamoredetailedlevel,theFourPscanbesaidtoassistthemanagerinmakingdecisions,suchas:ProductdecisionsBrandnameDesignQualityFunctionPackagingPricedecisionsPricingstrategy-relativetothecompetitionVolumediscountsandwholesalepricingCashandearlypaymentdiscountsFlexibilityPlacedecisionsDistributionchannelsMarketcoverageOrderprocessingTransportationPromotiondecisionsPromotionalstrategyAdvertisingSalesandthesalesforcePRandpublicityMarketingcommunicationsbudget第24页Inthispartyouaregoingtolearnhowtowritesalesletters.第25页SalesLettersAprimaryandwidely-usedformofcommunication,asalesletterisamarketingtoolthatcanbuildyourclientbaseandincreaseyoursales.Twokindsofsalesletters:Oneistheextendedlettertogetherwithsupportingliterature,brochures,orderformsandreturnenvelopesthatiswidelyusedindirectmailsalesoritmaybecalledthedirectmailletter.Theotherkindofsalesletteristheoneyouwritetoindividual.第26页Justassalesliesattheheartofanybusinessenterprises,sosaleslettersarecrucialtoabusinessscontinuedgrowth.Ifnewcustomersarenotaddedornewsalesnotmadetoestablishedcustomers,abusinesswillsteadilyatrophy.Aconfidentsalesfocusinletterwritingisasuresignofvigorousbusiness.Whenyouwriteasalesletter,theAIDAfactorsshouldbeincluded:Agetthereadersinitialattention;Iholdhisinterest;Delicitadecision;Aleadtoanaction.Everytimeyouwriteasaleletter,askyourselfwhetherthelettercontainseachofthefourAIDAfactors.Ifitdoesnt,strengthenyourletteratthatpoint.Thecustomerwillultimatelybuywhathewants,notwhatyouwanttosellhim.Yourpurposeinwritingasalesletteristoshowhimwhatyouaresellingiswhathewants.第27页SampleSa
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