10.2 Advertisements and commercials
□ 2015年，“工匠精神”开始走红，央视《新闻联播》还为此推 出过专题“大国 工匠”于是“匠心”一词受到热捧，许多品牌 都在用这个词语来诠释品牌的精神和情怀，全球性运动品牌 New Balance，2015年邀请李宗盛操刀并出境的《致匠心》更是 将这一词语完满展现。
广告是一种用来帮助销售产品和服务的沟通形式。 通常，它 传达的信息包括产品或服务的名称，以及该产品或服务如何 可能使消费者受益。
市场细分是将大众市场分为具有相似需求的群体的 过程。
10.1 The marketing mix
Market segmentation 市场细分
Four types of market segmentation • Demographic [ˌdeməˈɡræfɪk] segmentation人口细 分 • Behavioral [bɪ'heɪvjərəl] segmentation行为细分 • Psychographic segmentation心理细分 • Geographic [dʒɪəˈgræfɪk] segmentation地理细分
市场营销的目的是销售产品和服务，通过满足顾客的需求为 组织及其股东创造利润。
10.1 The marketing mix--C
□ What is “the marketing mix”?
The marketing mix consists of “the four Ps”: providing the customer with the right product at the right price, presented in the most attractive way promotion and available in the easiest way place.
• Step Two: Once you know your segments, you start targeting those segments. 第二步：一旦你了解了你的细分市场，你就开始瞄准这些细 分市场。
• Step Three: Having segmented the market and selected specific target markets, the third step is to position a brand within the target market(s). •第三步：细分市场并选择特定目标市场后，第三步是在目 标市场内定位品牌
10.1 The marketing mix--STP
• Market Segmentation, Targeting and Positioning (STP) is an effective marketing strategy is based on expected customer behavior in a certain market.
□ 营销组合包括“四个 p” : 以最吸引人的方式推 广，以最简单的方式向顾客提供合适的产品和 合适的价格。
10.1 The marketing mix--C
□ What is “a product”?
A product is not just an assembled set of components: it is something customers buy to satisfy a need they feel they have. The image and the design of the product are as important as its specification.
产品不仅仅是一组组装好的部件：它是顾客为了满足他们的需求 而购买的。产品的形象和设计与其规格一样重要。
10.1 The marketing mix--C
□ What is “price”?
The product must be priced so that it competes effectively with rival products in the same market.
10.1 The marketing mix--STP
• Benefits of STP • STP can enhance a company's competitive position •STP可以提高公司的竞争地位 • STP can Examine and identify growth opportunities in the market STP可以检查和识别市场中的增长机会 • STP can match company resources to targeted market segments more effectively and efficiently STP可以更有效、更高效地将公司资源与目标细分市场相匹 配
一家公司必须意识到自己的优势和劣势，以及在市场上 面临的机遇和威胁。
10.1 The marketing mix--Four Cs
• customer solution: offering the right product to satisfy particular customer needs. 客户解决方案: 提供正确的产品以满足特定的客户需求。 • customer cost: the price paid directly by the customer to buy the product. 顾客成本: 顾客直接购买产品所支付的价格。 • convenience: distributing the product in the way most suitable for each type of customer. 方便: 以最适合各类顾客的方式分发产品。 • communication: exchanging information with the customer. 沟通: 与客户交换信息。
Unit 10 Marketing
Unit 10 Marketing
Objective
The marketing mix
1
2
Advertisements and commercials
3
Promoting products and brands
4
Possibility, probability and certainty
市场划分、目标和定位(stp)是一种有效的市场营销 策略，它基于特定市场的预期顾客行为。
10.1 The marketing mix--STP
• Step One: The first step which takes place in STP is the segmentation. 第一步：STP中的第一步是细分。
10.1 The marketing mix
10.1 The marketing mix
Definition of marketing • Marketing begins long before a product hits the shelf. It is an organizational function and a set or processes for creating, communicating, and delivering value to customers and for managing customer relationships.
该产品必须定价，以便在同一市场上与竞争对手的产品有 效竞争。
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10.1 The marketing mix--C
□ What is “promotion”?
The product is presented to customers through advertising (e.g. TV commercials, radio spots, newspaper advertisements, posters), packaging (e.g. design, labels, materials), publicity, P.R. (public relations) and personal selling.
□ New Balance 跑鞋坚持手工制作，New Balance 的英美系一直 坚持在美国的 Maine 工厂和英国的 Flimby 工厂采用最原始最 纯粹的手工方式制作一双鞋子，期望用原产地的高品质手作， 继续传递 New Balance 一直不变的情怀。为了传达这一工匠精 神，New Balance 在 2015 年找来音乐人、同时也是手工吉他 品牌 Lee Guitars 创始人的李宗盛，携手打造了一则全新广 告《致匠心》，将李宗盛打磨吉他的镜头与 New Balance 鞋匠 一针一线制作跑鞋的过程穿插到一起，展现出手艺人独有的专 注、技艺与对完美的追求。
10.1 The marketing mix
Market segmentation 市场细分
1. What is market segmentation? • Market segmentation is the process of dividing up mass markets into groups with similar needs and wants.
市场营销早在产品上架之前就开始了。 它是一种组织功能和 一套或多套过程，用于创造、交流和为客户提供价值，以及 管理客户关系。
10.1 The marketing mix
Definition of marketing • The aim of marketing is to sell products and services and make profits for the organization and its shareholders by satisfying customers.