文档介绍：Module Five Module Five Marketing Study plan for this module Study plan for this module ? Marketing research ? Advertising ? Promotional activities Marketing Research Marketing Research Keywords Keywords ? Market Positioning 市场定位? Price analysis 价格分析? Price war 价格战? Sample 样本? Consumer 消费者? Brand identity 品牌识别? Channel 渠道? Feedback 反馈? Media 媒介? Target customer 目标客户? Target market 目标市场? Market ration 市场渗透? Market segmentation 市场细分? Market share 市场份额? Find a ready market 畅销? To have a strong footing in a market ? Trial sale / test sale / test market ? The best seller ? Poor / good market 滞销/畅销? Sell at a bargain / sell at a profit 廉价/高价出售 Dorothy=D. Phillips=P. Dorothy=D. Phillips=P. ? D: In the past six months, half a dozen companies joined in local sportswear market. What ’ s your market research in local sportswear market ? ? P:Our main objective (目标) is to investigate (调查) the consumption potential (消费潜力) in customers. We have carried out market research among 400 people aged from 15 to 55. Our figures (数据) show that in the past year, people ’ s expenditure on sportswear has increased by 20% ? D: Which age group shows the greatest increase? ? P: People aged from 25 to 35 have increased the greatest by 35%. ? D: What ’ s their consumption potential? ? P: As you can see from the table, 59% of the youth has the stable e (稳定的收入) between 1500 and 2500. 46% of the female consumers in this age group buy sportswear from department stores , 26% from the franchised stores (特许经营店) , and 20% from the stores. By contrast, 48% of the male consumers buy sportswear from the franchised stores, and 37% from the department stores and only 7% from the stores. ? D: A very useful investigation. What ’ s the reason? ? P: The sportswear in franchised stores has more discounts, but the department stores have the latest styles. ? D: So the female consumers in this age group concentrate more on fashion. What ’ s their priority (优