研究生商务英语课件2

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1、Unit 2 Marketing Marketing Market vs.MarketingMarket The place where buyers and sellers gathered to exchange their goods.The set of all actual and potential buyers of a product or service.Marketing Managing markets to bring about exchanges and relationships for the purpose of creating value and sati

2、sfying needs and wants.Some terms Marketing concept Marketing strategyMarketing managementMarketing budgetMarketing researchMarket demandMarket fluctuationMarket positioning Market segmentationMarket shareMarket coverage rateWhat is marketing?Selling and advertising?Making a sale-telling and selling

3、?Satisfying customer needs?Marketing deals with customers.The twofold goal of marketing:to attract new customers by promising superior value;to keep current customers by delivering satisfaction.Customer is the king(queen)!Customer satisfaction-customer delight-customer loyalty CRMWhat is marketing?T

4、he delivery of customer satisfaction at a profit.the ultimate goal of marketing in a companyCustomers value and satisfaction are at the very heart of modern marketing thinking and practice.Good sayings“We dont have a Marketing Department;we have a Customer Department.”“It is an almost blind,passiona

5、te commitment to taking care of customers.”“Were not satisfied until our customers are.”“If we are not customer driven,our cars wont be either.”Core marketing concepts Products and servicesmarketsNeeds,wants and demandsValue,satisfactionand qualityExchange,transaction and relationshipsNeeds,wants an

6、d demands Need:a state of felt deprivation.Want:the form taken by a human need as shaped by culture and individual personality.Demands:human wants that are backed by buying power.Industry(a collection of sellers)Market(a collection of buyers)Products-servicesmoneyinformationA simple marketing system

7、communicationSelling vs.Marketing What is the difference b/w Selling and Marketing?Time Focus Perspective Selling occurs only after a product is produced;Marketing starts long before a company has a product.Selling focuses on the needs of the sellers;Marketing focuses on the needs of the buyers.The

8、selling concept takes an inside-out perspective:factory products selling and promoting profits through sales volume The marketing concept takes an outside-in perspective:target market customer needs integrated marketing profits through customer satisfaction Market customer integrated profits through

9、 needs marketing customer satisfactionFactory existing selling and profits through products promoting sales volumeStarting focus means ends point Selling conceptMarketing conceptMarketing Management Strategic planningStrategic planning“If you fail to plan,youIf you fail to plan,youre planning to fai

10、l.re planning to fail.”Marketing research Marketing research collecting and analyzing data to identify a market or a market segmentcollecting and analyzing data to identify a market or a market segment Market segmentationMarket segmentationDividing a market into segments according to customersDividi

11、ng a market into segments according to customers needs,wants and needs,wants and other factorsother factors Market targetingMarket targetingSelecting target segmentsSelecting target segments Market positioningMarket positioningSetting competitive positioning for the product and creating a Setting co

12、mpetitive positioning for the product and creating a detailed marketing mixdetailed marketing mix Marketing mixMarketing mixMarketing MixA set of marketing tools that enable the company to satisfy wants of its target markets and to achieve its market goals.4Ps Product Price Promotion Place 4Cs Customer solution Customer cost Communication ConvenienceMarketing Mix ProductProductPromotionPromotionPricePriceMarketingPlacePlace