Management is sales-volumeoriented Planning is short-run, in terms of today’s products and markets
Stresses needs of seller
Stresses needs of buyers
The Marketing Mix-----市场营销组合
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
Price Policy
Limming
Differential Pricing
Price Policy
Loss leader Pricing 让消费者在关注折价商品的同时 也关注其他未折价的商品。
使用相对较低的价格推出新产品， 再根据对产品的忠诚度的增加来提价。 Price Skimming 可以使公司获得最大利润， 但是强调的是产品的认知价值。 根据顾客对商品价格的敏感度不同 来综合获取利润
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
Price
Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.
Differential Pricing
Place
Place/Distribution simply refers to how you will sell your products to your customers.
Distribution Channel
Direct supply/sale
Marketing
Product
Price
Place
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.
The marketing concept Production Selling Marketing 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 pany to focus on those needs. Realized a profit by successfully satisfying customer needs over the long-term
What is Marketing-----什么是市场营销
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 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 and organizational objectives.
零级渠道也叫直接渠道或直销，是厂家 将其产品直接销售给终端客户。常见的 形式有上门推销、邮购、电话推销、电 视直销以及厂家的直营机构等。其好处 在于成本较低，周转快，能及时获取市 场信息且公司对产品又很强的控制能力； 缺点是仓储运输费用、销售人员费用和 管理费用高，网络分散，覆盖面小。
Marketing Concept
selling
Emphasis is on the product Company first makes the product and then figures out how to sell it
Marketing
Emphasis is on customer’s wants Company first determines customer’s wants and then figures out how to make and deliver a product to satisfy those wants Management is profit – oriented Planning is long term, in the sense of new product, tomorrow’s markets, and future growth