商务知识导读课件u3aSales.ppt

* 商务知识导读 何志波 孙丽霞 赵欣 主编 * Unit 3 Marketing Unit 3a Sales * Learning goals Describe the meanings of sales and marketing. Introduce some important terms related to sales and marketing. Understand the implications of sales and marketing through reading a case story. * Structure Lead-in Professional reading Case story Further reading * 1. Lead in * words explanation product pricing target audience sales promotion an goods, an idea, method, information, object, or service that is the end result of a process and serves as a need or want satisfier. It is usually a bundle of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers to a buyer for purchase. the process of determining what a company will receive in exchange for its products a specific group of customers that have a distinct need or desire for a product or service. It includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales * advertising campaign market research distribution channel It includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. a series of linked advertisements that share a single idea or theme. It is typically broadcast through several media channels. It is used to test the market in order to determine which portion of the population will or does purchase a product or service, based on age, gender, location, income level and many other variables. Market research allows companies to learn more about past, current and potential customers, including their specific likes and dislikes. * consumer behavior after-sales service hard sell soft sell: marketing mix a method of getting a product or service to its consumer. The path can be direct from the vend