商务英语模拟实训lesson最新精要.pptVIP

1 Its selling price 2 Its target consumer 3 Special offer for first buy 4 Advertising/ Promotion Group Activities [案例背景] 罗升电器有限公司拟在印度投资一项便携式/移动式手机充电器，请制定一封详细的目标市场分析报告。 [实训任务] 运用本课所学到的几个经济指标对印度市场进行分析。 Social Class 国家与社会管理阶层 经理人员阶层 私营企业主阶层 专业技术人员阶层 办事人员阶层 个体工商户阶层 商业服务业员工阶层 产业工人阶层 农业劳动者阶层 城乡无业、失业、半失业者阶层 * * * * ? 在产品的选择和使用上的差异 ? 购物方式上的差异 ? 购物地点的差异 ? 媒体接触上的差异 Goya Foods, for example, markets products largely purchased by Latinos. Goya could use the information found in census data to determine the geographic location of most Latinos in the U.S. Goya might find out in the census data that Latinos have larger families than the general population, so Goya beans advertising might show a large family gathered around the dinner table Pepsi-Cola Company used target market analysis to broaden the audience for Mountain Dew. Mountain Dews extreme-sports image and heritage as a hillbilly brand made its penetration into the urban youth low. Experts in target marketing developed an ad campaign targeting urban youth that featured hip-hop music artist Busta Rhymes in a variety of extreme-sports antics and role-playing characterizations. The campaign was a hit, and sales increased in inner-city markets. Activities Is there any idea of advertisement which impressed you? Please share it or them with us. Could you figure out why it can attract your attention? Common sense Humor Repetition Relative Information Target Market Capacity, Increasing rate, Competitive environment resource. (2) Market Segmentation Market investigation, Customers’ need desire. 经济周期（商业循环）：经济活动沿着经济发展的总体形势所经历的有规律的扩张和收缩。 可分为四个阶段：繁荣-----衰退------萧条------复苏 繁荣 衰退 萧条 复苏 繁荣 衰退 时间 GNP 经济周期理论 国际贸易环境 贸易保护 国际金融环境 汇率 区域经济一体化 区域经济一体化的类型 经济一体化对营销的影响 经济发展阶段 自足经济 原料出口经济 工业化过程中经济 工业化经济国家 经济制度 自然环境 自然资源、气候、地形 基础设施 一般基础设施：运输、能源、通讯 商业基础设施 城市化程度 年份 第一产业 第二产业 第三产业 “一五”时期 44.0 26.1 29.9 “二五”时期 31.4 37.9 30.7 “三五”时期 38.3 36.0 25.7 “四五