商务英语入门第六章-外教社修订版演示教学.pptxVIP

高等学校英语拓展系列教程主 编：任书梅 王璐副主编：曹颖外语教学与研究出版社Chapter 6Marketing市场营销Lecture Outline :Lecture Outline What is Marketing 什么是市场营销 The Marketing Concept 市场营销观念 The Marketing Mix 市场营销组合 The Product Life Cycle 产品生命周期 Buyer Behaviour 消费者购买行为 Marketing Research 市场营销调研 Market Segmentation 市场细分Lead-in Activities Which one can most stimulate the customers’ desire to buy;Which one is not desirable;How to modify in order to make it effective.Lead-in activitiesHints: some ad slogans 理解就是沟通。Make yourself heard. (Ericsson)Things go better with Coca-cola. Communication unlimited. (Motorola)Behind that healthy smile, there’s a Crest kid.(Crest toothpaste)We can’t forge ahead by sticking to existing roads. (Audi)Time is what you make of it. (Swatch) Fresh-up with Seven-up. (Seven-up)Anything is possible. (Li-Ning Co. Ltd.)Feast your eyes (Pond’s Cucumber Eye Treatment) Focus on life. (Olympus)We are the dot in. com. (Sun Micro-system) Live well, snack well. (Snack Wells)饮可口可乐，万事如意。沟通无极限。健康笑容来自佳洁士 开拓进取，来源于勇于创新。天长地久(斯沃奇手表)提神健脑，喝七喜。无所不能。 滋润心灵的窗户。（旁氏新品黄瓜眼膜）瞄准生活。（奥林巴斯）我们就是网络。（太阳微系统公司）美好生活离不开香脆的饼干。What Is Marketing ?MarketingThe process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives. Marketing Activities Performed by Marketers— deciding what products to offer — setting prices — developing sales promotions and advertising campaigns — making products readily available to customers. The Marketing ConceptThe philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. The Marketing ConceptThe Production Concept The Selling Concept The Marketing Concept Difference Between Selling and Marketing The Production Concept(industrial revolution --the early 1920’s) The Marketing ConceptThe Production ConceptThe production concept was the idea that a firm should focus on those products that