商务英语课程课件Unit13MarketingampSales市公开课一等奖百校联赛特等奖课件.pptx

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1、 LearningObjectives UnderstandingsomebasicconceptsofmarketingTalkingaboutdevelopinganewmarketTalkingaboutpromotingaproductTalkingaboutmarketresearchTalkingaboutadvertisingWritingasalesletter 第1页 Follow-up Practice Writing Task第2页Weneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,t

2、hatllhelpusunderstandbetteraboutwhatweareaskedtodo.第3页1.Readthefollowingmarketingtipswhicharebasedonamarketingstrategyortacticproventoboostsales.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2

3、)Decideonyourobjectives,identifyandchooseyourtargetcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourma

4、rketingactivitiesintermsofcustomersatisfactionandtheimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyo

5、urcustomersandusetheminallyouradvertising.8)Aftertellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercompla

6、intsquicklyandwithapositiveattitude.第4页2.Discussthefollowingquestions.1)Whatismarketing?2)Whatisthedifferencebetweenmarketingandsales?3)Whatisthedifferencebetweenmarketingandinternationalmarketing?4)Whichdoyouthinkarethefivemosteffectivetips?Why?5)Canyouaddmoretipsasadviceformarketingandsales?6)Cany

7、oulistthevariousstepsoractionsthatareinvolvedinthemarketingprocess?第5页SomedefinitionsofmarketingMarketingmeanstomakeacommunicationaboutaproductorserviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,pro

8、motion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingallthecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothec

9、ustomer.第6页Theplanningandimplementationofastrategyforthesale,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerba

10、seforaproductorservice.Advertisementsplayalargepartinmarketing.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.第7页Marketing&Sales?Manypeoplemistakenlythinkthatsellingandmarketi

11、ngarethesametheyarent.Youmightalreadyknowthatthemarketingprocessisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorrectly.Promotingtheproduct;spreadingthewordaboutwhycustomersshouldbuyit.Sell

12、ingisdeliveringtheproductintothehandsofthecustomer.Sellingisoneactivityoftheentiremarketingprocess.Sellingistheactofpersuadingorinfluencingacustomertobuy(actuallyexchangesomethingofvaluefor)aproductorservice.Marketingactivitiessupportsalesefforts.Actually,theyareusuallythemostsignificantforceinstimu

13、latingsales.Marketingactivities(liketheproductionofmarketingmaterialsandcatchypackaging)mustoccurbeforeasalecanbemade;theysometimesfollowthesaleaswell,topavethewayforfuturesalesandreferrals.第8页ContrastingtheSalesConceptwiththeMarketingConceptTheconceptssurroundingbothsellingandmarketingalsodiffer.Th

14、ereisaneedforbothsellingandmarketingapproachesindifferentsituations.Oneapproachisnotalwaysrightandtheotheralwayswrongitdependsupontheparticularsituation.Inamarketingapproach,morelisteningtoandeventualaccommodationofthetargetmarketoccurs.Two-waycommunication(sometimesbetweenasalespersonandacustomer)i

15、semphasizedinmarketingsolearningcantakeplaceandproductofferingscanbeimproved.Asalespersonusingthesalesconcept,ontheotherhand,sometimeshastheabilitytoindividualizecomponentsofasale,buttheemphasisisordinarilyuponhelpingthecustomerdetermineifshewantstheproduct,oravariationonit,thatisalreadybeingoffered

16、bythecompany.Inthesalesapproach,notmuchtimeisspentlearningwhatthecustomersidealproductwouldbebecausethesalespersonhaslittlesayinseeingthathercompanysproductismodified.Furthermore,sheisntrewardedforspendingtimelisteningtothecustomersdesiresunlessshehasaproducttomatchtheirdesiresthatwillresultinasale.

17、Attheheartofthesalesconceptisthedesiretosellaproductthatthebusinesshasmadeasquicklyaspossibletofulfillsalesvolumeobjectives.Whenviewedthroughthemarketingconceptlens,however,businessesmustfirstandforemostfulfillconsumerswantsandneeds.Thebeliefisthatwhenthosewantsandneedsarefulfilled,aprofitwillbemade

18、.第9页Doyouseethedifference?Thesellingconcept,insteadoffocusingonmeetingconsumerdemand,triestomakeconsumerdemandmatchtheproductsithasproduced.Whereasmarketingencompassesmanyresearchandpromotionalactivitiestodiscoverwhatproductsarewantedandtomakepotentialcustomersawareofthem.第10页 Internationalmarketing

19、isaparticularapplicationofmarketingconcernedwithdevelopingandmanagingtradeacrossinternationalboundaries.Internationalmarketingis“theperformanceofbusinessactivitiesthatdirecttheflowofgoodsservicestoconsumersorusersinmorethanonenation.”Internationalmarketingisthemultinationalprocessofplanningandexecut

20、ingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.InternationalMarketingSomedefinitionsofinternationalmarketing第11页7Political/legalforcesEconomicforces12Environmentaluncontrollablescountry market AEnvironmenta

21、luncontrollablescountrymarket BEnvironmentaluncontrollablescountrymarket CCompetitivestructure CompetitiveForces Level of TechnologyPriceProductPromotionChannels of distributionGeography andInfrastructureForeign environment(uncontrollable)Structure ofdistributionEconomic climateCultural forces34567P

22、olitical/legalforcesDomestic environment(uncontrollable)(controllable)第12页BENEFITSOFINTERNATIONALMARKETINGSurvivalGrowthofoverseasmarketsSalesandprofitsDiversificationInflationandpricemoderationEmploymentStandardofliving第13页Inthispartyouwilllistentoapassageandadialogueaboutmarketing.Listenandtrytofi

23、nishtheexerciseswhilelistening.Areyouready?第14页13.1.1 Listen to the following passage and fill in the missing parts.Whatexactlyismarketingandwhyisitimportanttoyouasanentrepreneur?Simplystated,marketingiseverythingyoudotoplaceyourproductorserviceinthehandsofpotentialcustomers.Itincludesdiversediscipl

24、ineslikesales,publicrelations,pricing,packaging,anddistribution.Inordertodistinguishmarketingfromotherrelatedprofessionalservices,wecanrelatethisanecdote.“Ifayoungmantellshisdateshesintelligent,lookslovely,andisagreatconversationalist,hessayingtherightthingstotherightpersonandthatsmarketing.Iftheyou

25、ngmantellshisdatehowhandsome,smartandsuccessfulheisthatsadvertising.Ifsomeoneelsetellstheyoungwomanhowhandsome,smartandsuccessfulherdateisthatspublicrelations.”Youmightthinkofmarketingthisway.Ifbusinessisallaboutpeopleandmoneyandtheartofpersuadingonetopartfromtheother,thenmarketingisallaboutfindingt

26、herightpeopletopersuade.Marketingisyourstrategyforallocatingresources(timeandmoney)inordertoachieveyourobjectives(afairprofitforsupplyingagoodproductorservice).第15页13.1.2Listentothedialogueandanswerthefollowingquestions.1)Whatismarketingtraditionallydefinedas?Theactoftakingaproducttothemarket,withal

27、litssupportingactivities.2)Whatarethesupportingactivitiesmentioned?Creatingawareness,preferenceanddemandforyourcompanysproductsorservices.3)Canyoutellsomekeyfunctionsmarketingstaffprovideforthecompany?Theyprovidesuchkeyfunctionsasdecidingmarketsegmentandtargetcustomers,monitoringandvalidatingmarketn

28、eeds,feedingthisinformationbackintothecompany,andpursuingtheproductsconformancetomarketprescriptions,ratifyingaposition,apriceandthedifferentiationthatpromotespreferenceoftheirproductsorservices,locating,quantifyingandqualifyingtheircompetitivethreat,anddevelopingstrategiestomitigateit,managingtheou

29、tboundcustomerandmarketinformationtocreateawarenessandinterest,definingandmanagingthebrand,workingtoincreasetheperceivedvalueofthebrandtocommandhighermarginsanddecidingwhatthecompanyshouldnotdowithitsmarketingefforts.4)WhydoesthespeakerwanttoemploysuchamarketingVPashementioned?Becausehefightsforhisd

30、ecision.5)Whatarethethingsmarketingpeopledontdo?Theydonotselltothecustomer.Theydontclosedeals,signcontracts,orsharethecustomerrelationshipwithsales.第16页Inthispartyouaregoingtoreadtwodialoguesinpairsandthenyouwillbeaskedtoanswersomequestionsaboutwhatyouhaveread.第17页1)WhatwasMrJiangspurposeofvisitingB

31、ritain?TohaveamarketresearchtoseewhethertheycanexporttheirmanufacturedgoodstoBritain.2）WhatshouldMrJiangdoifhewantstoexportgoodstotheU.K.?Heshoulddoalotofinternationalmarketresearchfirst.3)WherecanMrJianggettheinformationheneedsformarketresearch?Hecangettheinformationfromsuchchannelsasembassies,cons

32、ulates,chamberofcommerceandtradeassociations,localclearingbanks,creditinquiryhouses,shippingagents,trademagazinesandcustomsimportandexportlists.4)WhatsortofinformationshouldMrJianglookfor?Heshouldfirstfindoutsuchinformationaboutthedemandfortheirgoods,thesortofcompetitiontheywillmeetandlocalcondition

33、sandpreferences.5)WhatadvicedidMrBlackgiveaboutadvertising?Thechoiceofmediaforadvertisingdependsonmerchandise.TVandradioadsarebestforsomelines,magazinesandtradepapersforothers,mailorderanddirectsellingforothergoods.Itisbesttofindtoagoodadvertisingagenttodoallthejob.6)Whatdoyouneedtodobeforeyouchoose

34、asellingagent?Beforeyouchooseasellingagent,youneedtomakesureyougetcreditreportsfromhisbankersandpeoplelikeBradstreet.13.2.1 Readthedialogueandthenanswerthefollowingquestions.第18页13.2.2Readthedialogueandthenanswerthefollowingquestions.1)How does the company recruit new staff?For new recruitment,they

35、simply run Want ads in the classified section of some national and local newspapers or post Want ads on 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)

36、What qualities does the company look for when recruiting salesmen?Generally,the company looks for young 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.T

37、he regional managers all have some technical qualifications,and they can always consult one of the project 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 don

38、e beforehand in the way of product development,marketing research,test marketing and so on.5）What is one 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 m

39、arket.6）How is test marketing carried out?The company makes a small quantity of the product and offers it to certain selected customers to find out their reactions.第19页第20页PRE-READINGQUESTIONSFORPAIRWORK1.Whatdoyouthinkofwhenyouseethetermmarketing?2.Canyoutellsomestepsoractionsthatareinvolvedinthema

40、rketingprocess?3.Doyouthinkallofusareinvolvedinmarketing?Whyorwhynot?4.Whatisyourunderstandingofthefourmainelementsofmarketing?第21页Questions1)Whyisbuildingrelationshipsconsideredtobeabigpartofmarketing?Becauseindoingmarketingyoumustcommunicatewithpeople.Whatyoudoorsayisimportant.Sotryingtobuildgoodr

41、elationshipswithyourcustomersdoeshelptomarketyourproducts.2)Howdoesthedefinitionofmarketinginthepassagedifferfromyours?(Open)3)WhatarereferredtoasthefourPsofmarketing?Product,place,priceandpromotion.4)WhatarethefourPs”alsoreferredas?Theyrealsoreferredtoasamarketingmix.5)Whatisofteninvolvedintheprodu

42、ctelementofmarketing?Researchanddevelopmentofanewproduct,researchofthepotentialmarket,testingoftheproducttoinsurequality,andthenintroductiontothemarketareofteninvolvedintheproductelement.6)Whatdoestheplaceelementmean?Theplaceelementreferstohowyougetyourproducttoyourcustomer.7)Whyisthepricesoimportan

43、ttoyoursuccess?Ifyoupricesomethingtoohigh,youmayneversellasingleitemofit.Ifyoupriceittoolow,youcanlosemoneyoneverysaleonceallofyourcostsofdoingbusinessareconsidered.8)Whatarecommontoolstopromoteproductsorservice?Thereareavarietyoftoolstopromoteyourproductorservice,likedirectmail,salesbrochures,conte

44、stsandgiveaways.9)Ifyouweretospecializeinoneoftheelements,whichonewouldyouchooseproduct,place,priceorpromotion?Why?(Open)第22页AboutthemarketingmixGenerallyspeaking,thereare4categoriesofelementsthatmakeupthemarketingmix.TheseareknownastheFourPs.TheFourPanalysisisusedtobreakdowntheprocessofdevelopingpr

45、oductsandgettingthemtothemarketplace.Itcanrevealwhetherornotthecompanyhas:Product:aproductthatpeoplewantPrice:anacceptablepriceforitPlace:sufficientandappropriatedistributionchannelsPromotion:effectivepromotionstoenableefficientsales第23页Onamoredetailedlevel,theFourPscanbesaidtoassistthemanagerinmaki

46、ngdecisions,suchas:ProductdecisionsBrandnameDesignQualityFunctionPackagingPricedecisionsPricingstrategy-relativetothecompetitionVolumediscountsandwholesalepricingCashandearlypaymentdiscountsFlexibilityPlacedecisionsDistributionchannelsMarketcoverageOrderprocessingTransportationPromotiondecisionsProm

47、otionalstrategyAdvertisingSalesandthesalesforcePRandpublicityMarketingcommunicationsbudget第24页Inthispartyouaregoingtolearnhowtowritesalesletters.第25页SalesLettersAprimaryandwidely-usedformofcommunication,asalesletterisamarketingtoolthatcanbuildyourclientbaseandincreaseyoursales.Twokindsofsalesletters

48、:Oneistheextendedlettertogetherwithsupportingliterature,brochures,orderformsandreturnenvelopesthatiswidelyusedindirectmailsalesoritmaybecalledthedirectmailletter.Theotherkindofsalesletteristheoneyouwritetoindividual.第26页Justassalesliesattheheartofanybusinessenterprises,sosaleslettersarecrucialtoabus

49、inessscontinuedgrowth.Ifnewcustomersarenotaddedornewsalesnotmadetoestablishedcustomers,abusinesswillsteadilyatrophy.Aconfidentsalesfocusinletterwritingisasuresignofvigorousbusiness.Whenyouwriteasalesletter,theAIDAfactorsshouldbeincluded:Agetthereadersinitialattention;Iholdhisinterest;Delicitadecisio

50、n;Aleadtoanaction.Everytimeyouwriteasaleletter,askyourselfwhetherthelettercontainseachofthefourAIDAfactors.Ifitdoesnt,strengthenyourletteratthatpoint.Thecustomerwillultimatelybuywhathewants,notwhatyouwanttosellhim.Yourpurposeinwritingasalesletteristoshowhimwhatyouaresellingiswhathewants.第27页SampleSa