商务英语Marketing.ppt

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 you're 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
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 process of planning and executing the
conception, pricing, promotion, and distribution of
goods, services and idea to create exchanges that
satisfy individual anizational objectives.
The Marketing Concept
The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than petition.
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 pany to focus on those
needs
• Realizing a profit by essfully satisfying customer needs
over the long-term
The marketing concept
Difference Between Selling and Marketing
Selling
Marketing
Emphasis is on the product.
Emphasis is on customers' wants.
Company first makes the product
and then figures out how to sell it.
Company first determines
customers' wants and then figures out how to make and deliver a
product to satisfy those wants.
Management is sale