商务口语Marketing.pptx

Sun ChaoBusiness English LearningMarketing Discussion:Discussion:Is there anything Is there anything would occur to your would occur to your mind when looking at mind when looking at an bottle of cocacola an bottle of cocacola?CocaColaCarbonic acid Carbonic acid drinkdrinkCatching-eyes Catching-eyes bottle designbottle designNo sugar and No sugar and low calorieslow caloriesThe worldThe worlds s brandbrandWangLinqin as the WangLinqin as the Glamour Glamour The top sponsor of The top sponsor of 2008 2008 Olympic GamesThe main rival The main rival of PEPSI colaof PEPSI colaThe drinkThe drink of of PEPSIPEPSITarget Market Who exactly those customers are（哈根达斯冰激淋）哈根达斯冰激淋）（辛巴克咖啡）（辛巴克咖啡）“客分三类，货分三级；先问客分三类，货分三级；先问乡里，后谈生意乡里，后谈生意。”Market Research Collecting,analyzing and reporting dataMarket Research To reduce uncertainty in decision-making:“事不预则废，商不预则背事不预则废，商不预则背。”Market Research To have enough info about To have enough info about the potential market and the potential market and customerscustomers tastes and tastes and opinions opinions（卖月饼）（卖月饼）Market Research To monitor the effects of strategies“两眼盯着市场转，经营随着两眼盯着市场转，经营随着需求转需求转。”Market Research To identify the performance of a company or a product in the market 培养一批托儿培养一批托儿 VocabularySurveySurveyQuestionnaireQuestionnaireInterviewInterviewPut a poll on our websitePut a poll on our websiteInternal researchInternal researchPrimary data,secondary dataPrimary data,secondary dataFindingsFindingsSWOT analysis StrengthWeaknessOpportunityThreatStrengthsA good image to the publicThe worlds biggest burgersWorldwide fast chainsDiscounts policyQuality,cleanliness,serviceWeaknessJunk foods problemsLack of diversificationDown-market imageEasily-copy formulaHigh staff turnoverOpportunitiesLeading one of American ModelsThe fast food culture in vogueComing-down barriers to international tradeThreatsAnti-globalizationCountless smaller competitorsHealthy value pursuit4Ps(the marketing mix)ProductPromotionPlacePriceDiscussion:Discussion:What is What is important when important when deciding to buy a deciding to buy a product?product?PricePriceAfter-sales serviceAfter-sales serviceQualityQuality BrandBrandPackagingPackagingImage AmbassadorImage AmbassadorProductQualityFeaturesStyleBrand nameSizePackagingservicesQuality,lets say,the lifetime of a product.Quality speaks for itself.“好马凭力气，好货凭名气”“In an era of eyeball economy,high-quality products with poor packaging could be left out in cold.”（什么是眼球经济？）“After-sales service is kind of commitment.”“Lip service to the buyers is shirking responsibilities.”“人不信则不立，店无信则不兴。”PromotionAdvertisingPublic relations Personal sellingTips Discussion:Discussion:What advertisement What advertisement impressed you most?impressed you most?For what For what productsproducts?And the And the slogansslogans?Communicating the companys message and promoting its products,services and ideas to existing or potential customers广告一登，死物逢生一分广告，十分获利王婆卖瓜，自卖自夸广告虚夸，等于自杀“The public is inevitably influenced by advertisements in their everyday lives.”Image Ambassador,GlamourA famous international tennis star is endorsing our products,so were put her name on everything.“The best form of advertising is probably word-of-mouth.货好不用吹，无翅也能飞,which could prove to be a convincing advertisement for free.”（北京老字号）顾客夸你好，胜过登广告“A vivid and smooth-reading slogan is more likely to be on the lips of everybody.”“Good to the last drop.”滴滴香浓，意犹未尽。（麦斯威尔咖啡）Obey your thirst.服从你的渴望。（雪碧）We lead Others copy.我们领先，他人仿效。（理光复印机）To me,the past is black and white,but the future is always color.对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）Ask for more.渴望无限。（百事）The taste is great.味道好极了。（雀巢咖啡）The choice of a new generation.新一代的选择。（百事可乐）No business too small,no problem too big.(IBM)没有不做的小生意，没有解决不了的大问题。lets make things better.让我们做得更好。飞利浦电子Money is not everything.Theres Master card&Visa.钞票不是万能的，有时还需要信用卡.Connecting People.(Nokia)科技以人为本。Start Ahead.(Rejoice)成功之路，从头开始。（飘柔）A diamond lasts forever.(De Bierres)钻石恒久远，一颗永流传。（第比尔斯）PR:the work of presenting a good image of a company or product to the public,esp.by providing information.(KFC苏丹红事件)（M对其的反映）PlacePlace“It Its not what s not what you are,but you are,but where you arewhere you are”PlaceDistribution channelwholesaler retailer high-status retailerMain Street retailer outlet,factory outlet mail-orderoverseas agentPricePricing policyPremium pricingPremium pricingDiscount pricingDiscount pricing“一筐苹果八个价，破罐子自有破价钱”PricePsychological pricingPsychological pricing“有零有奇，顾客不疑。”PriceCost-based pricingCost-based pricingPredatory pricingPredatory pricingCustomer-orientedCustomer-orientedBrand Brand switcherBrand loyaltyBrand recognitionOwn-label brands“Its not a simple matter of gratifying the vanity because brand really counts.”（虚荣心的好处）“A famous brand is often regarded as the embodiment of both high quality and reliable after-sales service.”（海尔）Marketing Business is about Business is about marketingmarketing（从物种起源开始从物种起源开始？）？）Marketing is to introduce a is to introduce a product on the product on the market.market.Marketing is to is to find wantsfind wants and and fillfill themthem;and also;and also anticipateanticipate and and create new onescreate new ones.Marketing is just is just buying and buying and sellingselling and and creating creating that atmospherethat atmosphere.Thank you