商业英语入门chapter 4.pptVIP

Chapter 4 Marketing Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. By Philip Kotler The Scope of Marketing Places Properties Organizations Information Ideas Goods Services Experiences Events Persons Core Concepts of Marketing The Four P Components of the Marketing Mix Alternative Marketing Mix: The Four Cs Company OrientationsTowards the Market Place Figure 1-7: Contrasts Between the Sales Concept and the Marketing Concept Figure 1-10: The Customer Concept Adapting Marketing to the New Economy How Marketing Practices are Changing: E-Business E-business E-commerce E-purchasing E-marketing Internet Domains: B2C (Business to Customer) Adapting Marketing to the New Economy Internet Domains: B2B (Business to Business) Adapting Marketing to the New Economy Internet Domains: C2C (Consumer to Consumer) Internet Domains: C2B (Customer to Business) Pure Click vs. Brick and Click Companies Pure-click companies Three Intensive Growth Strategies:Ansoff’s Product/Market Expansion Grid SWOT Analysis Internal Environmental Analysis Strength Weakness External Environmental Analysis Opportunity Threat Questions for Discussion 1 Foreigners who do business in China must either accept the concept of guan-xi or be inevitably unsuccessful. Guan-xi means personal relationships. Everything in China is based on guan-xi. If a company representative wants to rent office space, find a product distributor, or erect a billboard, he or she must begin with guan-xi. Is a company that uses relationship marketing better able to understand the importance of guan-xi than one that does not? Questions for Discussion 2 Sharon Solomon is an entrepreneur who created and markets cooking videos under the brand name At Home on the Range. She has explained to friends that she has no competition because there are no cooking instructional v