职场英语Unit-6-市场营销概况.ppt

,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Marketing Concepts,Unit 6,Terms for Marketing,marketing,mix,distribution,segment,tangible,hire,purchase,spectrum,margin,rival,monopoly,promotion,end-users,Mailshots,captive,market,wholesale,outlet,retail,physical,evidence,June,2010,7,市场分割,市场组合,有形的,分销,分期付款,范围,利润,强制性市场,垄断,促销,对手,邮寄广告,终端用户,有形展示,销路,零售,批发,-Marketing is used to identify the customers satisfy the customers and keep the customers,-Marketing is,achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions,-Marketing is a creative process of satisfying the needs of customers profitably,-Marketing is analysis,planning,implementation and control of carefully formulated programs to bring about voluntory exchange and relationships with specifically target markets.,What is marketing?,Warm-up:What is marketing?,Directions:,Watch the video and say how many strategies have been mentioned and what they are?,1.Mail shots,2.Leaflets&flyers,3.Personal contact and networking,4.Trade Shows and Exhibitions,5.Website,6.Advertisements,Marketing Strategies,ADD YOUR TITLE,Step 1:Mail shots,Mail shots are a great way of _ a large number of potential customers or _,or just a selected few.A good marketing method is going to set up a _(perhaps as a trainer)or if you are going to offer a service(a home hairdresser,for example),where you go to other people.,Step 2:Leaflets&flyers,Leaflets,or flyers,are a good way to market your business in your local _.You could send them to a targeted number of potential customers as an _ with a mails shots,or an attachment to an email mailshot.You could send them as an _ in the local paper or a special interest magazine and always take your flyers with you to all _ meetings.,Video script,Marketing strategies 1 and 2,targeting,clients,consultancy,community,enclosure,insert,networking,Fill in the blanks with what you hear:,Step 3:Personal contact&networking,If you set up a consultancy or perhaps a small _ company,networking or personal contact,is one of the best ways of marketing in the early stages of your _.Time is calling in a favor or two from those who knew you in the world of work before you decided to go _.Your name and reputation will still mean something,although this will _ with time.Join local business groups and network as much as you can.,Step 4:Trade Shows&Exhibitions,Trade shows and exhibitions are very good if they are _ enterprises.Not the large national or international shows to begin with,but local shows or perhaps agricultural _.Visit them early on to see whether the shows are right for your product or service-and to see what the _ is like.,Video script,Marketing strategies 3and 4,manufacturing,business,solo,fade,craft-based,fairs,competition,ADD YOUR TITLE,Video script,Marketing strategy 5,Step 5:Website,Website-almost of all businesses need and its just _.Dont set it up too early,when you,have not got history of selling success.If,You are selling,_ on-line,that is different matter and youll need your website up from the start.Do get your website professionally _,unless you are yourself very computer _,or you are your own,computer,business.And then make sure it is _,and up-to-date.,expected,exclusively,designed,literate,maintained,Fill in the blanks with what you hear:,Step 6:Advertisements,Dont even think about advertising in national newspapers or magazines,as they cost a _.Even a quarter page in your local paper could cost you around _-and you need to repeat the ads,it is no good putting them in just once.You might get a better rate in the Mid-week freebies(,弗里比,).You could explore the small-ad columns in your local newspaper,_ in public,services,like window or house cleaning,or secretarial services.Be open to put postcard in a shop window as a very local ad-or the parish(,教区,)magazine or community _.Advertisements on local radio are good ideas too.Think about a publication such as,-Yellow Pages or Thomsons,when you are more firmly _.Whatever you do and wherever you go-never travel without your marketing _.,Video script,Marketing strategies 6,fortune,400,newsletter,established,material,particularly,1.Definition,2.Four Ps,3.Seven Ps,4.Customer Focus,5.Product Focus,6.Other Aspects,Part I Marketing Fundamentals,Marketing is the ongoing process of moving people closer to making a decision to purchase,use,follow or conform to someone elses products,services or values.,Marketing,Definition,Marketing a creative process of satisfying the needs of customers profitably.,Process,People,Physical evidence,Marketing Mix,Marketing Mix,Product,means the product management and product marketing aspects of marketing.They deal with the specifications of the actual good or service,and how it relates to the end-users needs and wants.,Four Ps,Pricing,refers to the process of setting a price for a product.It also includes discounts.,Marketing Mix,Promotion,includes advertising,sales promotion,public relations,and personal selling,and refers to the various methods of promoting the product,brand,or company.,Four Ps,Placement,or distribution channel refers to how the product gets to the customer.,Marketing Mix,As well as the standard four Ps,services marketing calls upon an extra three,totaling seven and known together as the extended marketing mix.,Seven Ps,People,:Any person coming into contact with customers can have an impact on overall satisfaction.Whether as part of a supporting service to a product or involved in a total service,people are particularly important because,in the customers eyes,they are generally inseparable from the total service.,Marketing Mix,Seven Ps,Physical evidence,:Unlike a product,a service cannot be experienced before it is delivered,which makes it intangible.This,therefore,means that possible customers could see greater risk when deciding whether or not to use a service.,Process,:This is the process(es)involved in providing a service and the behavior of people,which can be important to customer satisfaction.,Marketing,Customer focus suggests that the company focuses its activities and products on customer needs.,Customer Focus,Generally there are two ways of doing this:the customer-driven approach and the product innovation approach.,In the consumer-driven approach,consumer wants are the drivers of all,strategic,marketing decisions.,Marketing,The next big thing is a concept in marketing that refers to a product or idea that will allow for a high amount of sales for that product and related products.,Customer Focus,Marketers believe that by finding or creating the next big thing they will cause a cultural revolution that results in this sales increase.,Marketing,In a product innovation approach,the company pursues product innovation,then tries to develop a market for the product.Product innovation drives the process and marketing research is done primarily to make sure that a profitable market segment(s)exists for the innovation.,Product Focus,Marketing,An emerging area of study and practice concerns internal marketing or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers.,Other Aspects,Marketing,A relatively new form of marketing uses the Internet.It typically tries to perfect the segmentation strategy used in traditional marketing.It targets its audience more precisely,and is sometimes called personalized marketing or one-to-one marketing.,Other Aspects,II.Vocabulary,Fill in the blanks with the words or expressions given below.Change the,form where necessary.,Vocabulary Exercises,1.The report seeks the phenomenon to a change in marketing strategy.,2.A company has to value assets such as customer goodwill.,3.The companys profits are from the market situation.,4.The of new markets for development has become the top priority on the agenda of the company.,5.The general manager would have to worry about the of the old customers.,to relate,intangible,inseparable,acquisition,retention,Segmentdiffuseacquireretain,pursue tangible separable relate,II.Vocabulary,Fill in the blanks with the words or expressions given below.Change the,form where necessary.,Segment diffuse acquire retain,pursue tangible separable relate,6.Marketers have realized the importance of customers they will have to acquire.,7.Their ideas of marketing quickly across the world.,8.My company belongs among those that the traditional goal of profits.,segmenting,have diffused,pursue,Vocabulary Exercises,In the consumer-driven approach,consumer wants are the drivers of all strategic marketing decisions.No strategy is carried out until it passes the test of consumer research.Every aspect of a market offering,including the nature of the product itself,is driven by the needs of possible consumers.The starting point is always the consumer.The reason for this approach is that there is no point spending R&D funds developing products that people will not buy.,III.Translation,Put the following into Chinese.,如果选择以消费者为出发点这个途径，那么，消费者的需求就是所有营销战略决策的基石。所有的营销战略决策只有在对消费者进行了调研且该决策符合消费者需求的基础上方可实施。推向市场的每一样东西的每一个方面，如产品本身的实质意义，都要以潜在消费者的需求为基石。出发点永远都是消费者。这样做的理由是：花钱去研发人们不会购买的产品没有任何意义。,Translation Exercises,III.Translation,Put the following into English.,许多公司将消费者细分为不同类别，这个过程被称为市场细分。在这个过程中，将潜在消费者分类的根据是他们不同的需求、性格和行为方式。有效的市场细分具有可量性、可及性、物化性和可开发性。可量性指的是细分市场的大小和购买力可以被量化的程度；可及性指的是多大程度上可以到及和服务细分市场；物化性指的是公司可以根据获得利润数量的多少判断细分市场的大小；可开发性指的是公司在多大程度上可以为特殊细分市场设计或开发新的产品。,Translation Exercises,2.Many firms place consumers into groups,a process called market segmentation.In this process,potential customers are categorized based on different needs,characteristics,or behaviors.Effective segments are measurable,accessible,substantial,and actionable.Measurability is the degree to which a market segments size and purchasing power can be measured.Accessibility refers to the degree to which a market segment can be reached and served.Substantiality refers to the size of the segment in term of profitability for the firm.Action ability refers to the degree to which a firm can design or develop a product to serve a particular market segment.,III.Translation,Put the following into Chinese,.,Translation Exercises,1.Definition,2.Channels,3.Channel Members,4.,Channel Structure,5.Channel Management,Part II Distribution Channel,Distribution Channel,After a product is manufactured by a supplier or factory,it may be passed along a chain of intermediaries before finally reaching the consumer or end-user.This process is known as the,distribution channel,.,Definition,What is distribution channel?,Distribution Channel,Channels of distribution include selling direct,mail order(including Internet and telephone sales),retailer,wholesaler,and agent.,Channels,Distribution channels may not be restricted to physical products.They may be just as important for moving a service from“producer”to consumer in certain sectors.,Distribution Channel,There have also been some innovations in the distribution of services.,1.an increase in franchising(,加盟,)and in rental services,2.service integration,3.a significant increase in retail outlets,（零售店）,Channels,Distribution Channel,The simplest level,that of direct contact with no intermediaries involved,is defined as the“zero-level”channel.The next level,the“one-level”channel,features just one intermediary.,Channel Members,Distribution Channel,Conventional or free flow is the usual,widely recognized,channel with a range of intermediaries passing the goods on to the end-user.,Channel Structure,Single transaction channel is a temporary channel.It may be set up for one transaction.,Distribution Channel,In vertical marketing system,the elements of distribution are integrated.This may arise because one member of the channel owns the other elements.A supplier owns its own retail outlets.This is called“forward”integration.,Channel Structure,Distribution Channel,If a supplier has any aspirations,（抱负）,to be market-oriented,his job should really be extended to managing,although very indirectly,all the processes involved in that channel,until the product or service arrives with the end-user.,Channel Management,Distribution Channel,This may involve a number of decisions on the part of the supplier about such as channel membership,channel motivation,and/or monitoring and managing channels.,Channel Management,1.The agencies are working together to the policy on product distribution.,2.Each intermediary(,中介,)is supported by its into a wider distribution channel.,3.Jim Paton will the role of managing director.,4.We need a better system for what is going on in the process of distributing our products.,5.Our office the affairs concerning the intermediaries.,II.Vocabulary,Fill in the blanks with the words or expressions given below.Change the,form where necessary.,spectrum,（范围）,margin,monitor assume,(,承担,),co-ordinate integrate restrict administer,administers,co-ordinate,integration,assume,monitoring,Vocabulary Exercises,6.The two ways of distributing products here represent opposite ends of the .,7.are low and many companies are struggling.,8.The agreement will the otherwise fierce competition among the resellers of the product.,II.Vocabulary,Fill in the blanks with the words or expressions given below.Change the,form where necessary.,spectrum margin monitor assume,co-ordinate integrate restrict administer,spectrum,Margins,restrict,Vocabulary Exercises,Distribution channels may not be restricted to physical products.They may be just as important for moving a service from“producer”to consumer in certain sectors.Hotels,for example,may sell their services(typically rooms)direct or through travel agents,tour operators,airlines,tourist boards,centralized reservation systems,and so on.,III.Translation,Put the following into Chinese.,分销渠道分销的不一定是有形的产品。在某些行业里，将“生产商”的某种服务提供给消费者，这种分销也同等重要。比如说，酒店可能会通过为旅游公司进行代理的人或组织、经营自己某种旅游项目的人或组织、航空公司、为旅游者提供各种旅游信息的官方组织、集中化预定系统等来销售自己的各种服务（通常是客房）。,Translation Exercises,III.Translation,Put the following into English.,02,一个公司的某些部门之间经常有货物的往来，这些往来的货物有一个“往来价”，这样一来，这些不同部门之间就可以形成一个内部市场。它们之间的这种关系可以被看作是正常的买卖关系。毫无疑问，这种市场是一种强制性市场，价格自然具有垄断性。因此，不应提倡这种市场的参与者运用通常用的营销手段。,Translation Exercises,In some parts of a company“internal market”may be formalized,as goods are transferred between separate parts of the company at a“transfer price”.This process can and should be viewed as a normal buyer-seller relationship.The fact that this is a captive market,resulting in a“monopoly price”,should not discourage the participants from employing marketing techniques.,1.Definition,2.Purposes of Sales Promotion,4.Types of Sales Promotion,3.,Sales Promotion as a Strategy,Part III Sales Promotion,Sales Promotion,Promotion is one of the four aspects of,marketing,.It involves spreading information about a,product,product,line,(,产品系列,),brand,or,company,.,Definition,What is sales promotion?,Sales Pr