剑桥与商务英语BEC中级课程介绍(2007年).ppt

剑桥商务英语证书考试BEC英国伦敦工商考试局LCCIIQ;Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd.;;什么是BEC?;;;LCCIIQ国际职业资质认证培训;重点推荐：LCCI市场营销学课程;学习BEC必须先了解;身体语言（Body Language)Never trust a person who can’t look you in the eyes.;Table : Old Economy vs. New Economy;Table : Tools for Tracking and Measuring Customer Satisfaction;Premier D is a special business-oriented part of the Dell Web site that allows customers to interact with Dell and customize all phases of doing business with Dell.;On the Lands’ End Web site, customers can click a button to talk with a customer service representative;Table : Product-Oriented versus Market-Oriented Definitions of a Business;Table : Stages in the Family Life Cycle;Nobody is more important to the success of a business than its customers.; Customer orientation;To exceed customer expectations, to build customer loyalty.;Exceed customer expectations;Relationship marketing;External customers and Internal customers;The Customer-Development Process;Converts customers into advocates;Customers’ needs change. And some businesses lose sight of these changes because they fail to listen to their customers.;Business-to-business buyer vs. Customer buyer;Most firms can’t serve all segments of a market.;Market segmentation;Why segmentation?; Market segmentation;Base for Segmenting Consumer Market;Geographic segmentation;DEMOGRAPHIC SEGMENTATION;Psychographic segmentation;Behavioral segmentation;Primary influences on consumer behavior;The consumer buying process;The cost of attracting a new customer is estimated to be five times the cost of keeping a current customer happy!;A company can improve profits by 25 to 85 percent when they reduce customer defections by just 5 percent.;Attracting vs. retaining Customers;Advertisement;Kotler on Marketing;Kotler on Marketing;Kotler on Marketing;Defining marketing;The Marketing Mix;The Marketing Mix;The Marketing Mix;Price;Product;Product;Promotion;Promotio