标准书号68 69 308 06896 Unit 5 Marketing.pptVIP

商务英语阅读 作者：李树红 Unit 5 Marketing Background Information Key to exercises Marketing Marketing Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or services. Marketing Marketing Acquiring Developing or procuring the right goods or services based on estimates of customer needs as identified in the marketing research. Selling Finding prospective customers, promoting goods and services through advertising, personal selling （当面推销）, publicity and providing after-sales service. Marketing Marketing Finance and Credit Getting credit from suppliers and/or extending credit to customers to promote sales. Risk Taking Taking appropriate measures to avoid or reduce losses in case of fire, theft, bad debt, etc. The most common and effective approach to risk taking is insurance. Standardization Establishing uniform specifications （统一规格）or categories to reduce confusion about product quality and quantity and facilitate acquiring and selling. Marketing Marketing 1. Product A product starts with customer needs and must be different from rival commodities to stand competition; in other words, it must have special appeal for customers in aspects like quality, utility, or image. Marketing 2. Price Most people, rich or poor, are sensitive to price. In order to attract customers and beat competition, firms try their best to lower the price. But too low a price will leave them no profit and may violate laws. So firms should take costs, rivals’ prices and pricing regulations all into account when pricing their products. Marketing Marketing 4. Place Firms must, through cost-effective channels of distribution （销售渠道