Trade Marketing 贸易营销.pptVIP

Chapter 3 Trade Marketing Warm-up discussion: Where do you usually buy goods? Why? Where can you buy? What is marketing? Marketing is often simply viewed as advertising and selling. Marketing is much more than this and includes conducting market research, market segmentation, branding, pricing, promotion, distributing, selling the product and customer services . How to sell your products? 1. Market research 2. Advertising 3. Promotional events 4. Attending trade shows 5. Customer service 1. Market research What information to gather and how to gather? How to analyze information? Examples of questions that may need to be answered: What are the major variables affecting my sales and how important is each one? What are the best variables for segmenting my market, and how many segments exist? What are the best predictors of which consumers are likely to buy my brand versus my competitor’s brand? If I raised my price 10% and increased my advertising expenditures 20%, what would happen to sales? Sentence patterns 1. I think our main strength is with young consumers. 2. I went over the sales figures in the market research report. 3. Our European market has the highest current demand, but South America has great potential for growth. 4. When our product was marked up at a higher introductory price, our sales after product launc were lower than low. 5. Is speed of delivery a factor when you choose a fast food place? 6. Like I said, print media won’t really show off our best digital features. 7. One of the objects of market research is to find out whether there’s a market for the product and whether we can sell the product in the market. 8. If we decide to have some test marketing, some of the senior sales men are brought in. phrases Sales figures market research report Potential for growth introductory price Speed of delivery print media Test marketing senior salesman Consumer buying habit product l