商务英语入门PPT第四章--市场营销.ppt

文档介绍：商务英语入门
------第四章
市场营销
本章要点
What is Marketing?
The Marketing Concept
The Marketing Mix
The Product Life Cycle
Understanding Buyer Behavior
Marketing Research
Market Segmentation
What is Marketing-----什么是市场营销
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfied individual anizational objectives.
Marketing
Deciding what products to offer
Setting prices
Developing sales promotions
and advertising campaigns
Making products readily available
What is Marketing-----什么是市场营销
Production
Selling
Marketing
The Marketing Concept
The marketing concept
The Marketing Concept-----市场营销观念
Focusing on customer needs
before developing the product
Aligning all functions of the
company to focus on
those needs.
Realized a profit by essfully
satisfying customer needs over
the long-term
Marketing Concept
selling
Marketing
Emphasis is on the product
Emphasis is on customer’s wants
Company first makes the product and then figures out how to sell it
Company first determines customer’s wants and then figures out how to make and deliver a product to satisfy those wants
Management is sales-volume- oriented
Management is profit – oriented
Planning is short-run, in terms of today’s products and markets
Planning is long term, in the sense of new product, tomorrow’s markets, and future growth
Stresses needs of seller
Stresses needs of buyers
The Marketing Mix-----市场营销组合
Marketing
Product
Place
Price
Promotion
Product
A. A good is a physical object that can be purchased.
B. A service is an action or activity done for others
for a fee.
C. A product is a bundle of tangible and intangible
attributes including packaging,color,and brand,
plus the services and even the reputation of the
seller.
What is brand ?
品牌究竟是什么?
确定所有权的标识
产品或服务制造者的标识
品牌价值产生
品牌附加值产生