商务英语课件PPT (9).pdf

Unit 3 MarketingUnit 3 Marketing3.1 3.1 Expressions:Expressions:Marketing and SWOT Marketing and SWOT analysisanalysisContentsContents3.1 Expressions:Marketing and SWOT analysis3.2 Speaking:Promoting products and making a market plan 3.3 Writing:Establishing business relations3.4 Etiquette:Exchange business cards3.1 Marketing and SWOT analysis3.1 Marketing and SWOT analysisI.Introduction of Philip KotlerII.Definition of MarketingIII.Marketing MixIV.Some Terms of MarketingV.SWOT AnalysisKnown as the Father of Modern Marketing The Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University“The good news is that Marketing takes an hour to learn.The bad news is that it takes a lifetime to master.”I.Introduction of Philip KotlerI.Introduction of Philip KotlerII.II.Definition of MarketingDefinition of MarketingMarketingAdvertisingAdvertisingMarket researchMarket researchProduct planningProduct planningPublic relationsPublic relationsP PricingricingDistributionDistributionSales promotionSales promotionpackagingpackagingMarketing=AdvertisingMarketing=SellingSocial mediaSocial mediaMisconception of MarketingDifferent Definitions of MarketingDifferent Definitions of MarketingMarketing refers to activities a company undertakes to promote the buying or sellingof a product or service.(Investopedia)Marketing is the management process through which goods and services move fromconcept to the customer.It includes the coordination of four elements called the 4Psof marketing:product,price,place and promotion.(Business Dictionary)Marketing is a social and managerial process by which individuals and groupsobtain what they need and want through creating,offering and exchanging productsof value with others.(Philip Kotler)Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.（Kotler and Armstrong(2010)）Put forward by American marketing scholar Professor EJin the 1960,marketing mix contains the following major elements:4PsProductPricePromotionPlaceIII.III.Marketing MixMarketing MixWhat the company is manufacturing?Where is the company selling?How is the company promoting the product?What is the pricing strategy used by the company?IV.IV.Four Theories of Four Theories of MarketingMarketing4C4C The 4C Theory,oriented by consumer demand,was first put forward by the American marketing expert Professor R.F.Lauterborn in 1990.4C refers to consumers,costs,convenience and communication.It emphasizes the correlation between various elements and requires them to become a unified organism.Specifically,integrated marketing requires that all marketing elements act in a unified direction so as to form a joint force to serve the marketing objectives of the enterprise.4R4R 4R refers to Relevance,React,Relation,and Return.4R marketing theory takes relationship marketing as the core,pays attention to the long-term interaction between enterprises and customers,and focuses on the establishment of customer loyalty.4I 4IIn the Internet era,the traditional marketing classics have been difficult to apply.4I marketing principle is based on Internet thinking and emphasizes viral transmission under the environment of We Media.The 4I principle holds that every TA of consumer products is a new leader in the era of network communication.Their attributes are not only related to the consumption behavior itself,but also to seize their characteristics,gain their recognition and give full play to their power,which is the fundamental of marketing.IV.Some IV.Some terms terms in Marketingin Marketing ProductA product is a goods,service,or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value.Product life cycle(PLC):Product life cycle is the progression of an item through the four stages of its time on the market.Target market/target audience/targeted marketA target market is a specific group of consumers that a business wishes to attract and sell its line of goods or services to.Market segmentationMarket segmentation is the identification of the portions of the market that are different from one another.Exercise:Match the Chinese expressions with its corresponding English versionExercise:Match the Chinese expressions with its corresponding English version 市场需求market demand 购买行为buying behavior 目标客户target audience 营销战略marketing strategy 市场营销组合marketing mix 定位positioning 品牌brand 定价pricing 分销distribution 促销promotion 产品组合product mix 产品生命周期product life cycle 顾客价值customer value 顾客满意customer satisfaction V V.SWOT Analysis.SWOT Analysis SWOT analysis is a study done by an organization in order to find its strengths and weaknesses,and what problems or opportunities it should deal with.S strengths W weaknesses O opportunities T threatsThe Four Elements of SWOT Analysis Strength:1.Brand equity2.Company valuation3.Vast global presence4.Largest market share5.Fantastic marketing strategies6.Customer loyalty7.Distribution networkWeaknesses:1.Competition with Pepsi2.Product Diversification is low3.Absence in health beverages4.Water managementOpportunities:1.Diversification2.Developing nations3.Packaged drinking water4.Supply chain improvementThreats:1.Raw material sourcing2.Indirect competitors做一个右边图形，把左边的内容填到相应的位置上，做成SWOT动画用笔填写形式SWOT Analysis of CocaSWOT Analysis of Coca-ColaCola