《Unit 3 Advertising amp; Marketing Process》.pptVIP

ADVERTISING ENGLISH 外国语学院 Unit 3 Advertising Marketing Process 外国语学院 肖淳端 What product is it selling? Task: Describe the picture in detail. Guess what product it is selling. Guess the caption. Get Stuck In AXN Comment. What product is it selling? Task: Describe the video in detail. Guess what product it is selling. Guess the caption. There is always a way out – Mio GPS Comment Part II Questions What is marketing mix? How do you understand the last paragraph on page 24? What is 4P? How would you translate them into Chinese? Part III Questions Who first suggested 4Ps? Who suggested 4Cs? What are they? What’s the key difference between 4Ps and 4Cs? Vocabulary notes – Marketing Mix Neil Borden, 1953 Neil H. Borden (1895-1980), Former Professor, Harvard Business School Vocabulary notes – 4Ps Jerome McCarthy Basic Marketing, 1960. Product -产品 Price - 价格 Place - 渠道 Promotion - 促销 2 kinds of elements affecting the result of marketing Uncontrollable - Environmental elements: politics, economy, law, geography, etc. Controllable – Marketing elements: Product, Price, Place, Promotion. Note：P1—Product（产品） P2—Price (价格) P3—Place (渠道) P4—Promotion (促销) Further development of 4Ps Marketing Management: Analysis, Planning, Implementation, and Control Professor of International Marketing at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Vocabulary and Terms Variable Marketing management perspective Antimetabole 回环 Antimetabole is the repetition of words in successive clauses, but in transposed grammatical order (A-B-C, C-B-A). I know what I like, and like what I know. You must learn to master your rage, or your rage will become your master. Can you think of any ads using Antimetabole? 万家乐，乐万家。 －－万家乐热水器 选你所爱，爱你所选。 －－康师傅绿茶 客上天然居，居然天上客。 －－北京天然居餐馆 Question Time The End. Thank You!