[英语学习]Marketing Week 3-4.ppt

Week 3 Organizations’ objectives First objectives: Survival; Profits; Not for not-profit organizations They aim to break even A good reputation; Competitive edge; Increased market share; Organizations’ objectives Second objectives: The takeover of another company; A move into a new market; The launch of a new product; The recruitment of more skilled staff; Increased sales volume; Cost cutting; The acquisition of another brand; Organizations’ objectives The relations between 1st and 2nd objectives: Moving into a new market --- To make more sales; More skilled staff --- To contribute to a better reputation; Costs cutting ---- To help profits; Acquiring a competitive brand --- To increase market share; 2nd objectives contribute to 1st objectives Strategic orientations (战略定位) Production Orientation Focus Production efficiency, which is from: Economies of scale; The cost of product range; Production facilities (must be sate of the art) Limits Limited product choice; Less consideration for customer requirements; Strategic orientations (战略定位) Product Orientation Focus Product development; Product improvement; Limits Constant communication; Easy to be copied; Strategic orientations (战略定位) Product Orientation (Cont’d) Situations New technologies; e.g. Hair; DVDs; Little competition; Patent Monopoly Strategic orientations (战略定位) Sales Orientation Focus Varied sales promotions; E.g a) Short-term special offers: “Buy one get one free”; “Coupons”; b) Hard-sell advertising: “Amazing special offer”; “This week only”; “Never before available to the public”; Strategic orientations (战略定位) Sales Orientation Focus (Cont’d) Varied sales promotions; Trained salesforce; Limits Old way of thinking; Hard CRM; Self-interest is promoted; For short-term success; Strategic orientations (战略定位) Customer Orientation Focus Putting customers first; For long-term success; Limits Lip service mostly; Value on end customers without considering trade customers; A