28营销.pptVIP

上海财经大学－商务英语课程 上海财经大学－商务英语课程 Marketing -营销 NO. 28 * Marketing is that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. It is popularly defined as the distribution and sale of goods. Marketing includes the activities of all those engaged in the transfer of goods from producer to consumer. * （市场营销是生产和交换过程的一部分，涉及到货品和服务从生产商到消费者的流通。它通常被定义为商品的分配和销售。市场营销包括了与商品从生产到消费者转移有关的一切活动。） Following are key elements to consider when developing a marketing promotion. （以下是开展市场推广活动所必须考虑的一些关键要素：） * Marketing mix (PPPP)：营销组合 Determination of the Package, Price, Place (of sale), and type of Promotion for the Product. Image：形象 How the market or customers perceive the company or company brand and the products and services that it sells. Satisfying or creating a need：满足和创造需求 Marketing activities can be directed towards either satisfying a need which is real, or creating a perceived need. * S.W.O.T.：S.W.O.T.分析法 Analytical process to identify Strengths, Weakness, Opportunities, Threats. Pricing：定价 Process of determining the ideal rate to charge a customer for your product or service. Promotion planning：促销计划 Process of making decisions about the parts of the promotion mix (advertising, sales promotion, public relations, event marketing, and sponsorship). * Promotion objectives：促销目标 Each part of the promotion mix is assigned a goal based on its’ potential contribution to the overall plan. The main objectives that should be considered are: Is it realistically achievable? Is it quantitative (for measurement purposes)? Is it aimed at a carefully defined target market? Is it easy to evaluate and modify if necessary? * Promotion strategy：促销战略 The plan of action outlining ways to achieve objectives. Promotion budget：促销预算 The funds required for a promotion depend on 3 factors: Target customers – consumer products aimed at mass markets rely mainly on advertising, whereas business or industrial products (w