商务英语Marketing.pptx

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 products 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:Marketing 市场营销市场营销Marketing Concept 市场营销观念市场营销观念Marketing Mix 市场营销组合市场营销组合Product Life Cycle 产品生命周期产品生命周期Buyer Behavior 消费者购买行为消费者购买行为Marketing Research 市场营销调研市场营销调研Marketing Segmentation 市场细分市场细分What Is Marketing?Two major functions of businesses:Production of goods and servicesMarketing those goods and servicesMarketing is the process 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 ConceptThe marketing concept is the philosophy that firms should analyze the needs of their customers 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 company to focus on those needs Realizing a profit by successfully satisfying customer needs over the longterm The marketing concept Difference Between Selling and MarketingSellingMarketingEmphasis is on the product.Emphasis is on customers wants.Company first makes the product and then figures out how to sell itCompany first determines customers wants and then figures out how to make and deliver a product to satisfy those wants.Management is salesvolumeoriented.Management is profitoriented.Planning is shortrun,in terms oftodays products and markets.Planning is long term,in the sense of new products,tomorrows markets,and future growth.Stresses needs of seller.Stresses wants of buyers.The Marketing Mix(The 4Ps of Marketing)A firms marketing mix consists of four main elementsproduct,price,place and promotion.MarketingProductPricePlacePromotionPersonal sellingAdvertisingSales PromotionPublicityProductA 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 tangible 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 other products.PricePrice 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 low price to increase sales and market sharePenetration Pricing 渗透定价法渗透定价法 Price skimming 撇脂定价法撇脂定价法Differential Pricing 区别定价法区别定价法High price when there is strong customers needDecreasing as sales begins to declineSame period,different pricePlacePlace simply refers to how you will sell your products to your customers.ManufactureHousehold consumerRetailerHousehold consumerWholesalerRetailerHousehold consumerConsumer ProductsIndustrial ProductManufactureIndustrialWholesalerIndustrialDirect supplyDirectly to customer;retailing,door to door,mail order and ecommercePromotion(1)Personal selling 人员销售(2)Advertising(3)Publicity 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.AdvertisingAdvertising is nonpersonal communication of information paid for by an identified sponsor such as an individual or an organizationtelevision,magazines.Internet,radio,videosposters,cinema,direct mail,exhibitions and trade fairs,advertising in stadiums,and outdoor advertising such as billboards Modes of advertisingSales PromotionSales promotion is a paid form of nonpersonal communication that provides direct incentives to customers,salespeople,and marketing intermediaries for purchasing a product.MethodCoupons(赠券），rebates(价格折扣），premiums(赠品），bonus pack(加量不加价），moneyoffpromotions（降价促销），free samples,contests or displaysPublicityPublicity:Like 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 for a firm.several vehicles to obtain publicity The news releaseA feature article A captioned photographAn editorial filmA news conferenceThe Product Life CycleSalesIntroductionGrowthTimeMaturityDeclineIntroduction Phase 引入期Some the marketing mix implications Productone or few products,relatively undifferentiated.PriceGenerally high,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 brand awareness.Growth Phase 成长期Some the marketing mix implications ProductNew 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（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 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 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 discontinued 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 BehaviorSteps of consumers purchasingNeed recognitionSearchEvaluation of alternativePurchase decisionAfter-purchase evaluationMarketing ResearchMarketing research is the process of systematically gathering,analyzing and interpreting data pertaining to the companys market,customers and competitors,with the goal of improving marketing decisions.Proactive and Reactive Research Questions:ProactiveReactiveAre we attracting new customers?How do we maintain and increase sales?Are we satisfying our current customers?What new products does our target market need?Why are we losing customers?Who has surpassed us in our sales?How do we get lost customers back?Can we develop a new product to keep up with our major competitor?The Research ProcessForming the research question:Research designData collectionData analysisChoosing the best solutionMarket SegmentationThe marketing concept calls for understanding customers 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 customers.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 SegmentsIdentifiable:the differentiating attributes of the segments must be measurable so that they can be identified.Accessible:The segments 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 relatively stable to minimize the cost of frequent changes.Segmentation Bases（细分依据）（细分依据）Geographic segmentation bases(地理因素）Demographic segmentation bases（人口因素）Psychographic segmentation bases（消费心理因素）Behavioralistic segmentation bases（消费行为因素）Geographic segmentation bases:It divides the market in terms of city,state,region,as well as characteristics such as climate,and population density.Demographic segmentation bases:It includes age,income,education,occupation,sex,race,social class,marital status,and family size.Psychographic segmentation bases:It refers to a persons attitudes,personality,opinions,lifestyle,interests,and motivation.Behavioralistic segmentation bases:It is based on actual customer behavior toward products,the variables include:benefits sought,usage rate,brand loyalty,user status(potential,firsttime,regular),readiness to buy,occasions(holidays)