体验商务英语 综合教程.ppt

体验商务英语 综合教程
第一页，共49页。
marketing
What is Marketing : brands & advertising
Marketing orientation: identification and satisfaction of customer need.
Customer-oriented
Brand manager or product manager: promote company’s products
Product team: around individual products
Feedback
第二页，共49页。
How to market:
Marketing mix: Classic four ps
第三页，共49页。
1. product: product range/ top-end/upmarket/mid-range/ down-market/entry-level product/new product launched
: customer group or segment/ how products positioned/rivals
3. price: profit margin/ discount/ price war
4. Promotion: outlet/ distribution channel/
第四页，共49页。
Wholesaler/ distributor/ retailer
Sales force/ advertising/ direct mail/ packaging
These questions relate to consumer marketing. They also need to be adapted to other companies, products and services.
第五页，共49页。
Quotation
The most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands
Philip Kotler was selected in 2001 as the #4 major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.
第六页，共49页。
A
List some of your favorite brands & answer these questions.
1. Are they international or national brands?
2. What image and qualities does each one have?
3. Why do you chose that particular brands?
4. Do the products have anything in common? (Are they all high-priced?)
5. How loyal are you to the brands you have chosen?
第七页，共49页。
B
What are the advantages of branded goods for:
- Own instantly recognisable products,
- Associate specific qualities with the
brand (value for money, safety)
- Launch related products under the same
brand,
- Gain greater customer loyalty
- Make shopping a lot easier
- Buy reli