21世纪大学实用行业英语Unit 1.ppt

Unit 1 Marketing市场营销 marketing myopia: A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers’ needs and wants. It results in the failure to see and adjust to the rapid changes in their markets. Marketing mix: In recent times, the concept of four Cs has been introduced as a more customer-driven replacement of four Ps. One is Lauterborn’s four Cs (consumer, cost, communication, convenience), another is Shimizu’s four Cs (commodity, cost, communication, channel). channel: (销售)渠道。这里是指产品由生产者向消费者转移过程中，由一系列机构所组成的途径和通道网络，即所经过的路线、方式和环节。 Channel member: It can be classified into two broad categories: resellers and specialty service firms. Resellers have the sub-category of retailers, wholesalers and industrial distributors. Specialty service firms can be divided into agents and brokers, distribution service firms and others. 5 A SWOT weakness could be: Lack of marketing expertise; Undifferentiated products or services (i.e. in relation to your competitors); Location of your business; Poor quality goods or services; Damaged reputation; SWOT的劣势可能是： ?市场营销专业知识的缺乏； ?无差别的产品或服务（比如与你竞争对手的产品或者服务相比）； ?企业的地理位置； ?产品或服务的质量差； ?声誉受损。 It has a good business mission, as they put the satisfaction of their clients in the first place and they stick to it although there are some setbacks. They have got back to the clients and given them discounts to attract them back, so they still enjoy a large client base. They choose a good financial option which is lease as it is better than owning a machine by loans when they have financial constraints. Tips find out who our key customers are identify what our customers’ needs are conduct face-to-face surveys create postal or online questionnaires arrange telephone interviews search information of related hospitality industry visit neighborhood hotels Key The possible advantages of Starbu