商务英语课程课件Unit13MarketingampSales.ppt

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1、商务英语课程课件Unit13MarketingampSales Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望 Follow-up PracticeFollow-up Practice Writing TaskWriting TaskWeneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,thatllhelpusunderstandbetteraboutwhatweareasked

2、todo.1.Readthefollowingmarketingtipswhicharebasedonamarketingstrategyortacticproventoboostsales.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2)Decideonyourobjectives,identifyandchooseyourtarg

3、etcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourmarketingactivitiesintermsofcustomersatisfactionand

4、theimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyourcustomersandusetheminallyouradvertising.8)After

5、tellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercomplaintsquicklyandwithapositiveattitude.2.Discussthef

6、ollowingquestions.1)Whatismarketing?2)Whatisthedifferencebetweenmarketingandsales?3)Whatisthedifferencebetweenmarketingandinternationalmarketing?4)Whichdoyouthinkarethefivemosteffectivetips?Why?5)Canyouaddmoretipsasadviceformarketingandsales?6)Canyoulistthevariousstepsoractionsthatareinvolvedinthema

7、rketingprocess?SomedefinitionsofmarketingMarketingmeanstomakeacommunicationaboutaproductorserviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreate

8、exchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingallthecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothecustomer.Theplanningandimplementationofastrategyforthesa

9、le,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerbaseforaproductorservice.Advertisementsplayalargepartinmarke

10、ting.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.Marketing&Sales?Manypeoplemistakenlythinkthatsellingandmarketingarethesametheyarent.Youmightalreadyknowthatthemarketingproc

11、essisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorrectly.Promotingtheproduct;spreadingthewordaboutwhycustomersshouldbuyit.Sellingisdeliveringtheproductintothehandsofthecustomer.Sellingiso

12、neactivityoftheentiremarketingprocess.Sellingistheactofpersuadingorinfluencingacustomertobuy(actuallyexchangesomethingofvaluefor)aproductorservice.Marketingactivitiessupportsalesefforts.Actually,theyareusuallythemostsignificantforceinstimulatingsales.Marketingactivities(liketheproductionofmarketingm

13、aterialsandcatchypackaging)mustoccurbeforeasalecanbemade;theysometimesfollowthesaleaswell,topavethewayforfuturesalesandreferrals.ContrastingtheSalesConceptwiththeMarketingConceptTheconceptssurroundingbothsellingandmarketingalsodiffer.Thereisaneedforbothsellingandmarketingapproachesindifferentsituati

14、ons.Oneapproachisnotalwaysrightandtheotheralwayswrongitdependsupontheparticularsituation.Inamarketingapproach,morelisteningtoandeventualaccommodationofthetargetmarketoccurs.Two-waycommunication(sometimesbetweenasalespersonandacustomer)isemphasizedinmarketingsolearningcantakeplaceandproductofferingsc

15、anbeimproved.Asalespersonusingthesalesconcept,ontheotherhand,sometimeshastheabilitytoindividualizecomponentsofasale,buttheemphasisisordinarilyuponhelpingthecustomerdetermineifshewantstheproduct,oravariationonit,thatisalreadybeingofferedbythecompany.Inthesalesapproach,notmuchtimeisspentlearningwhatth

16、ecustomersidealproductwouldbebecausethesalespersonhaslittlesayinseeingthathercompanysproductismodified.Furthermore,sheisntrewardedforspendingtimelisteningtothecustomersdesiresunlessshehasaproducttomatchtheirdesiresthatwillresultinasale.Attheheartofthesalesconceptisthedesiretosellaproductthatthebusin

17、esshasmadeasquicklyaspossibletofulfillsalesvolumeobjectives.Whenviewedthroughthemarketingconceptlens,however,businessesmustfirstandforemostfulfillconsumerswantsandneeds.Thebeliefisthatwhenthosewantsandneedsarefulfilled,aprofitwillbemade.Doyouseethedifference?Thesellingconcept,insteadoffocusingonmeet

18、ingconsumerdemand,triestomakeconsumerdemandmatchtheproductsithasproduced.Whereasmarketingencompassesmanyresearchandpromotionalactivitiestodiscoverwhatproductsarewantedandtomakepotentialcustomersawareofthem.Internationalmarketingisaparticularapplicationofmarketingconcernedwithdevelopingandmanagingtra

19、deacrossinternationalboundaries.Internationalmarketingis“theperformanceofbusinessactivitiesthatdirecttheflowofgoodsservicestoconsumersorusersinmorethanonenation.”Internationalmarketingisthemultinationalprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservi

20、cestocreateexchangesthatsatisfyindividualandorganizationalobjectives.InternationalMarketingSomedefinitionsofinternationalmarketing7Political/legalforcesEconomicforces12Environmentaluncontrollablescountry market AEnvironmentaluncontrollablescountrymarket BEnvironmentaluncontrollablescountrymarket CCo

21、mpetitivestructure CompetitiveForces Level of TechnologyPriceProductPromotionChannels of distributionGeography andInfrastructureForeign environment(uncontrollable)Structure ofdistributionEconomic climateCultural forces34567Political/legalforcesDomestic environment(uncontrollable)(controllable)BENEFI

22、TSOFINTERNATIONALMARKETINGSurvivalGrowthofoverseasmarketsSalesandprofitsDiversificationInflationandpricemoderationEmploymentStandardoflivingInthispartyouwilllistentoapassageandadialogueaboutmarketing.Listenandtrytofinishtheexerciseswhilelistening.Areyouready?13.1.1 Listen to the following passage an

23、d fill in the missing parts.Whatexactlyismarketingandwhyisitimportanttoyouasanentrepreneur?Simplystated,marketingiseverythingyoudotoplaceyourproductorserviceinthehandsofpotentialcustomers.Itincludesdiversedisciplineslikesales,publicrelations,pricing,packaging,anddistribution.Inordertodistinguishmark

24、etingfromotherrelatedprofessionalservices,wecanrelatethisanecdote.“Ifayoungmantellshisdateshesintelligent,lookslovely,andisagreatconversationalist,hessayingtherightthingstotherightpersonandthatsmarketing.Iftheyoungmantellshisdatehowhandsome,smartandsuccessfulheisthatsadvertising.Ifsomeoneelsetellsth

25、eyoungwomanhowhandsome,smartandsuccessfulherdateisthatspublicrelations.”Youmightthinkofmarketingthisway.Ifbusinessisallaboutpeopleandmoneyandtheartofpersuadingonetopartfromtheother,thenmarketingisallaboutfindingtherightpeopletopersuade.Marketingisyourstrategyforallocatingresources(timeandmoney)inord

26、ertoachieveyourobjectives(afairprofitforsupplyingagoodproductorservice).13.1.2Listentothedialogueandanswerthefollowingquestions.1)Whatismarketingtraditionallydefinedas?Theactoftakingaproducttothemarket,withallitssupportingactivities.2)Whatarethesupportingactivitiesmentioned?Creatingawareness,prefere

27、nceanddemandforyourcompanysproductsorservices.3)Canyoutellsomekeyfunctionsmarketingstaffprovideforthecompany?Theyprovidesuchkeyfunctionsasdecidingmarketsegmentandtargetcustomers,monitoringandvalidatingmarketneeds,feedingthisinformationbackintothecompany,andpursuingtheproductsconformancetomarketpresc

28、riptions,ratifyingaposition,apriceandthedifferentiationthatpromotespreferenceoftheirproductsorservices,locating,quantifyingandqualifyingtheircompetitivethreat,anddevelopingstrategiestomitigateit,managingtheoutboundcustomerandmarketinformationtocreateawarenessandinterest,definingandmanagingthebrand,w

29、orkingtoincreasetheperceivedvalueofthebrandtocommandhighermarginsanddecidingwhatthecompanyshouldnotdowithitsmarketingefforts.4)WhydoesthespeakerwanttoemploysuchamarketingVPashementioned?Becausehefightsforhisdecision.5)Whatarethethingsmarketingpeopledontdo?Theydonotselltothecustomer.Theydontclosedeal

30、s,signcontracts,orsharethecustomerrelationshipwithsales.Inthispartyouaregoingtoreadtwodialoguesinpairsandthenyouwillbeaskedtoanswersomequestionsaboutwhatyouhaveread.1)WhatwasMrJiangspurposeofvisitingBritain?TohaveamarketresearchtoseewhethertheycanexporttheirmanufacturedgoodstoBritain.2）WhatshouldMrJ

31、iangdoifhewantstoexportgoodstotheU.K.?Heshoulddoalotofinternationalmarketresearchfirst.3)WherecanMrJianggettheinformationheneedsformarketresearch?Hecangettheinformationfromsuchchannelsasembassies,consulates,chamberofcommerceandtradeassociations,localclearingbanks,creditinquiryhouses,shippingagents,t

32、rademagazinesandcustomsimportandexportlists.4)WhatsortofinformationshouldMrJianglookfor?Heshouldfirstfindoutsuchinformationaboutthedemandfortheirgoods,thesortofcompetitiontheywillmeetandlocalconditionsandpreferences.5)WhatadvicedidMrBlackgiveaboutadvertising?Thechoiceofmediaforadvertisingdependsonme

33、rchandise.TVandradioadsarebestforsomelines,magazinesandtradepapersforothers,mailorderanddirectsellingforothergoods.Itisbesttofindtoagoodadvertisingagenttodoallthejob.6)Whatdoyouneedtodobeforeyouchooseasellingagent?Beforeyouchooseasellingagent,youneedtomakesureyougetcreditreportsfromhisbankersandpeop

34、lelikeBradstreet.13.2.1 Readthedialogueandthenanswerthefollowingquestions.13.2.2Readthedialogueandthenanswerthefollowingquestions.1)How does the company recruit new staff?For new recruitment,they simply run Want ads in the classified section of some national and local newspapers or post Want ads on

35、the Internet,stating the requirements and set a deadline for applications.Then theyll organize an interview for those they have put on the short-list and decide on the most promising candidates.2)What qualities does the company look for when recruiting salesmen?Generally,the company looks for young

36、people with a good all-round education and good personality.3)Do regional managers need to be experts in their work?Not necessarily.However,some technical qualifications would help in their jobs.The regional managers all have some technical qualifications,and they can always consult one of the proje

37、ct or design engineers if any specific technical problem arises.4）What kind of work must be done before a new product is launched?Before a new product is launched,a great deal of work has been done beforehand in the way of product development,marketing research,test marketing and so on.5）What is one

38、 of the objects of market research stated in the dialog?One of the objects of market research is to find out whether there is a market for the product and whether we can sell the product in that market.6）How is test marketing carried out?The company makes a small quantity of the product and offers i

39、t to certain selected customers to find out their reactions.PRE-READINGQUESTIONSFORPAIRWORK1.Whatdoyouthinkofwhenyouseethetermmarketing?2.Canyoutellsomestepsoractionsthatareinvolvedinthemarketingprocess?3.Doyouthinkallofusareinvolvedinmarketing?Whyorwhynot?4.Whatisyourunderstandingofthefourmaineleme

40、ntsofmarketing?Questions1)Whyisbuildingrelationshipsconsideredtobeabigpartofmarketing?Becauseindoingmarketingyoumustcommunicatewithpeople.Whatyoudoorsayisimportant.Sotryingtobuildgoodrelationshipswithyourcustomersdoeshelptomarketyourproducts.2)Howdoesthedefinitionofmarketinginthepassagedifferfromyou

41、rs?(Open)3)WhatarereferredtoasthefourPsofmarketing?Product,place,priceandpromotion.4)WhatarethefourPs”alsoreferredas?Theyrealsoreferredtoasamarketingmix.5)Whatisofteninvolvedintheproductelementofmarketing?Researchanddevelopmentofanewproduct,researchofthepotentialmarket,testingoftheproducttoinsurequa

42、lity,andthenintroductiontothemarketareofteninvolvedintheproductelement.6)Whatdoestheplaceelementmean?Theplaceelementreferstohowyougetyourproducttoyourcustomer.7)Whyisthepricesoimportanttoyoursuccess?Ifyoupricesomethingtoohigh,youmayneversellasingleitemofit.Ifyoupriceittoolow,youcanlosemoneyoneverysa

43、leonceallofyourcostsofdoingbusinessareconsidered.8)Whatarecommontoolstopromoteproductsorservice?Thereareavarietyoftoolstopromoteyourproductorservice,likedirectmail,salesbrochures,contestsandgiveaways.9)Ifyouweretospecializeinoneoftheelements,whichonewouldyouchooseproduct,place,priceorpromotion?Why?(

44、Open)AboutthemarketingmixGenerallyspeaking,thereare4categoriesofelementsthatmakeupthemarketingmix.TheseareknownastheFourPs.TheFourPanalysisisusedtobreakdowntheprocessofdevelopingproductsandgettingthemtothemarketplace.Itcanrevealwhetherornotthecompanyhas:Product:aproductthatpeoplewantPrice:anacceptab

45、lepriceforitPlace:sufficientandappropriatedistributionchannelsPromotion:effectivepromotionstoenableefficientsalesOnamoredetailedlevel,theFourPscanbesaidtoassistthemanagerinmakingdecisions,suchas:ProductdecisionsBrandnameDesignQualityFunctionPackagingPricedecisionsPricingstrategy-relativetothecompeti

46、tionVolumediscountsandwholesalepricingCashandearlypaymentdiscountsFlexibilityPlacedecisionsDistributionchannelsMarketcoverageOrderprocessingTransportationPromotiondecisionsPromotionalstrategyAdvertisingSalesandthesalesforcePRandpublicityMarketingcommunicationsbudgetInthispartyouaregoingtolearnhowtow

47、ritesalesletters.SalesLettersAprimaryandwidely-usedformofcommunication,asalesletterisamarketingtoolthatcanbuildyourclientbaseandincreaseyoursales.Twokindsofsalesletters:Oneistheextendedlettertogetherwithsupportingliterature,brochures,orderformsandreturnenvelopesthatiswidelyusedindirectmailsalesoritm

48、aybecalledthedirectmailletter.Theotherkindofsalesletteristheoneyouwritetoindividual.Justassalesliesattheheartofanybusinessenterprises,sosaleslettersarecrucialtoabusinessscontinuedgrowth.Ifnewcustomersarenotaddedornewsalesnotmadetoestablishedcustomers,abusinesswillsteadilyatrophy.Aconfidentsalesfocus

49、inletterwritingisasuresignofvigorousbusiness.Whenyouwriteasalesletter,theAIDAfactorsshouldbeincluded:Agetthereadersinitialattention;Iholdhisinterest;Delicitadecision;Aleadtoanaction.Everytimeyouwriteasaleletter,askyourselfwhetherthelettercontainseachofthefourAIDAfactors.Ifitdoesnt,strengthenyourlett

50、eratthatpoint.Thecustomerwillultimatelybuywhathewants,notwhatyouwanttosellhim.Yourpurposeinwritingasalesletteristoshowhimwhatyouaresellingiswhathewants.SampleSalesLetterISLANDLONGDISTANCEYOUCANCUTYOURCOMPANYSLONGDISTANCEPHONEEXPENSESBY30%!DearMs.Smythe:Itstrue!IslandLongDistancesavesdirectmailretail