商务英语入门(修订版) Chapter 6.pptx

高等学校英语拓展系列教程

Chapter6市场营销Marketing

LectureOutline:MarketSegmentation市场细分LectureOutlineWhatisMarketing什么是市场营销TheMarketingConcept市场营销观念TheMarketingMix市场营销组合TheProductLifeCycle产品生命周期BuyerBehaviour消费者购买行为MarketingResearch市场营销调研

Lead-inActivitiesWhichonecanmoststimulatethecustomers’desiretobuy;Whichoneisnotdesirable;Howtomodifyinordertomakeiteffective.Lead-inactivities

Hints:someadslogansMakeyourselfheard.(Ericsson)ThingsgobetterwithCoca-cola.Communicationunlimited.(Motorola)Behindthathealthysmile,there’saCrestkid.(Cresttoothpaste)Wecan’tforgeaheadbystickingtoexistingroads.(Audi)Timeiswhatyoumakeofit.(Swatch)Fresh-upwithSeven-up.(Seven-up)Anythingispossible.(Li-NingCo.Ltd.)Feastyoureyes(Pond’sCucumberEyeTreatment)Focusonlife.(Olympus)Wearethedotin.com.(SunMicro-system)Livewell,snackwell.(SnackWells)理解就是沟通。饮可口可乐，万事如意。沟通无极限。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。健康笑容来自佳洁士

WhatIsMarketing?Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofgoods,servicesandideastocreateexchangesthatsatisfyindividualandorganizationalobjectives.Marketing

MarketingActivitiesPerformedbyMarketers—decidingwhatproductstooffer—settingprices—developingsalespromotionsandadvertisingcampaigns—makingproductsreadilyavailabletocustomers.

TheMarketingConceptThephilosophythatfirmsshouldanalyzetheneedsoftheircustomersandthenmakedecisionstosatisfythoseneeds,betterthanthecompetition.

TheMarketingConceptTheProductionConceptTheSellingConceptTheMarketingConceptDifferenceBetweenSellingandMarketing

TheSellingConceptTheMarketingConceptTheProductionConceptTheproductionconceptwastheideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthecreationof