营销英语 THE MARKETING CONCEPT.ppt

UNIT 1THE MARKETING CONCEPT 1.Explain what marketing is. 2.Understand the role of marketing and what marketers do. 3.Recognize the ways of satisfying customers. 4.Rationally analyse customers’ needs. 1．get by on 靠…过活 2.television commercial? n.电视广告 ；电视商业广告节目 3.Customer消费者 4.Interest 利润 5.Product产品 6.Selling 销售 7.Marketing 市场(sale,selling) 8.production-oriented organization 生产型企业 9.demand 需求 supply 供应 exceed 超过 cost 成本 需要:need?? 欲望want 10.production volume 生产量 11.improved production 提高生产力 12.quality 质量 13.performance 性能 14.feature 特点 15.distribution channels 分销渠道 I. What Is Marketing? What things happening around you are related to marketing? Marketing is a process of finding out the needs and wants of the market then designing products or services to satisfy these needs and wants in order to achieve organizational objectives. Marketing is getting the right goods and services (product ) to the right people, (target market) at the right place, (place) at the right price, (price) at the right time with the right communication. (promotion) The four P’s of marketing Marketing affects choices about The 4P’s theory of marketing was proposed by E. Jerome McCarthy (杰罗姆·麦肯锡 )in 1960. The four Ps concept is explained in most marketing textbooks and classes. Later, Bob Lauterborn, (劳特朋教授) professor of advertising at the University of North Carolina (北卡罗来纳大学 )replace the Four Ps with his Four Cs. The Four Ps Market A market is a place where buyers and sellers gathered to exchange their goods and services. A market is the set of actual and potential buyers of a product or service. These buyers share a particular need or want that can be satisfied through exchanges and relationships. Marketing is to Find out what your customers need and want Tailor(特制产品 ) your product to fit those needs and wants better than your competitors to make a long-term profit II. The Role