4 市场的营销.pdfVIP

BEC 口语 杭州新东方 马英莹 市场营销 Marketing: 4Ps Product – design and quality, assessment of consumer needs, choice of which products to offer for sale, and after sales service Pricing – pricing strategy and prediction of competitors’ responses Promotion – advertising, public relations Place – selection of distribution channels ad transport arrangements 考点分布 Product development 产品开发 Setting prices 产品定价 Advertising 广告 Packing 包装 Product development 产品开发 Defining the problems Creating a research design Collecting data Analyzing data Interpreting the research information and draw a conclusion 考题再现 What’s important when …… ？ developing new products --Market research --screening 创意筛选 --price Market research：get information weather there exists a market for new product, and what the customers’ needs and tastes for the new product. Screening: it separates the ideas with potential from those cannot meet company objectives. Poor screening may lead to product failure. Price :very important factor determing weather customers will buy it or not. Setting Prices 产品定 价 Words and Expressions Cost 成本 Variable cost可变成本 Fixed cost 固定成本 Penetration price 市场渗透价（打开市 场） Cost-oriented price根据成本定价（靠 谱） Coupon优惠券 brand loyalty gain a substantial market share Setting Prices 产品定价 Do you think companies should take competition when setting prices for products? Why or why not? Setting Prices 产品定价 How do you think a company should set the price for a new product if it wants to build sales quickly? Background Knowledge Price and non-price competition Price :set prices equal to or lower th