商务英语视听说-国家精品课程课件PPTunit15-marketing-.pptVIP

Unit 15 Marketing Learning Objectives After completing this lesson, students should be able to : ----comprehend basic vocabulary related to marketing; ----identify and understand basic elements of marketing ----develop communication skills to: develop marketing plans describe marketing results promote products Promotion: making a product and its benefits known and stimulating consumers demand for it 促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望 Place: channels of distribution and timely transportation, make goods and services available 分销策略：将产品和服务及时送达到消费者手中的渠道和路径 Oral Practice Discuss in pairs. What is the most expensive product you bought in the past half year? Why did you buy it? Was it strongly or weakly marketed? Additional view materials * * Marketing is a social and managerial process which deals with identifying and meeting human and social needs. (meeting needs profitably) Philip Kotler ——（The Founder of Modern Marketing） When talking about Marketing, many people just regard it as selling things. But at the first of our presentation, we want to stress one concept---Marketing is absolutely not just selling things. Definition Marketing is a set of activities through a certain process orientated by a certain philosophy. It’s objective is to meet and satisfy human and social needs and wants by creating customer value and customer satisfaction. 市场营销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序。 Quotation Akio Morita (1921 – 1999) Co-founder of Sony “Communication is the most important form of marketing.” A ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d) 1 Product 2 Price 3 Promotion 4 Place a) the cost to the buyer of goods or services b) informing customers about products and persuading them to buy them c) where goods or services are available d) goods or services that are sold Marketing Mix (营销组合)