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1、高等学校英语拓展系列教程,主 编：任书梅 王璐,副主编：曹颖,外语教学与研究出版社,Chapter 6,市场营销,Marketing,Lecture Outline :,Market Segmentation 市场细分,Lecture Outline,What is Marketing 什么是市场营销,The Marketing Concept 市场营销观念,The Marketing Mix 市场营销组合,The Product Life Cycle 产品生命周期,Buyer Behaviour 消费者购买行为,Marketing Research 市场营销调研,Lead-in Activi
2、ties,Which one can most stimulate the customers desire to buy;Which one is not desirable;How to modify in order to make it effective.,Lead-in activities,Hints: some ad slogans,Make yourself heard. (Ericsson)Things go better with Coca-cola. Communication unlimited. (Motorola)Behind that healthy smile
3、, theres a Crest kid.(Crest toothpaste)We cant forge ahead by sticking to existing roads. (Audi)Time is what you make of it. (Swatch) Fresh-up with Seven-up. (Seven-up)Anything is possible. (Li-Ning Co. Ltd.)Feast your eyes (Ponds Cucumber Eye Treatment) Focus on life. (Olympus)We are the dot in. co
4、m. (Sun Micro-system) Live well, snack well. (Snack Wells),理解就是沟通。,饮可口可乐，万事如意。,沟通无极限。,开拓进取，来源于勇于创新。,天长地久(斯沃奇手表),提神健脑，喝七喜。,无所不能。,滋润心灵的窗户。（旁氏新品黄瓜眼膜）,瞄准生活。（奥林巴斯）,我们就是网络。（太阳微系统公司）,美好生活离不开香脆的饼干。,健康笑容来自佳洁士,What Is Marketing ?,The process of planning and executing the conception, pricing, promotion, and di
5、stribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.,Marketing,Marketing,Activities Performed by Marketers, deciding what products to offer, setting prices, developing sales promotions and advertising campaigns, making products readily av
6、ailable to customers.,The Marketing Concept,The philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.,The Marketing Concept,The Production Concept The Selling Concept The Marketing Concept Difference Between Sel
7、ling and Marketing,The Selling Concept,The Marketing Concept,The Production Concept,The production concept was the idea that a firm should focus on those products that it could produce most efficiently and that the creation of a supply of low-cost products would in and of itself create the demand fo
8、r those products.,The Production Concept(industrial revolution -the early 1920s),The Production Concept,The Selling Concept,The Marketing Concept,The Selling Concept (by the early 1930s),They not only would produce the products but also recognized that personal selling and advertising were important
9、 selling methods.,The Production Concept,The Marketing Concept,The Selling Concept,The Marketing Concept,The Marketing Concept(After World War II ) Focusing on customer needs before developing the product Aligning all functions of the company to focus on those needs Realizing a profit by successfull
10、y satisfying customer needs over the long-term,Place Promotion,Marketing Mix,Product,Price,The Marketing MixProduct,A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller. Products also can be servic
11、es or ideas., Consumer products, Industrial products,The Marketing MixPrice,Price is the value or worth of a product that attracts the buyer to exchange money or something of value for the product., Loss Leader Pricing, Penetration Pricing, Price Skimming, Differential Pricing,Figure 6.1 Examples of
12、 distribution channels for consumer and industrial products,Place refers to how you will sell your products to your customers.,The Marketing MixPlace, Personal selling, Advertising, Publicity,The Marketing MixPromotion, Sales promotion, Sales promotion, Determine what is to be sold; Plan a programme
13、; Prepare a sales call; Record the interview.,Personal Selling,The Marketing MixPromotion,Advertising,The Marketing MixPromotion, Coupons Point-of-purchase displays Premiums Trade shows Contests Samples,Short-term Promotional Activity,The Marketing MixPromotion,The Product Life-Cycle,The Product Lif
14、e-CycleIntroduction stage, Lack of resources, knowledge, and marketing skills to successfully launch the product High pricing to recoup (补偿) research and development costs,Introduction stage is the initial stage of a products life cycleits first appearance in the marketplacewhen sales start at zero
15、and profits are negative.,Why new products fail?,The Product Life-Cycle Growth stage,Growth stage is the stage of a products life cycle when sales rise rapidly and profits reach a peak and then start to decline.,What are the traits of this stage? More competitors enter the market Product pricing is
16、aggressive Brand loyalty becomes important Gaps in market coverage are filled Promotion expenditures moderate Production efficiencies lower costs,The Product Life-Cycle Growth stage,The Product Life-Cycle Maturity stage,Maturity stage is the stage of a products life cycle when the sales curve peaks
17、and starts to decline and profits continue to fall.,What are the traits of this stage? Intense competition Emphasis on improvements and differences in competitors products Weaker competitors lose interest and exit the market Advertising and dealer-oriented promotions predominate Distribution sometim
18、es expands to the global market,The Product Life-Cycle Maturity stage,The Product Life-Cycle Decline stage, Pruning items from the product line Cutting promotion expenditures Eliminating marginal distributors Planning to phase out the product,What are the traits of this stage?,Decline stage is the s
19、tage of a products life cycle when sales fall rapidly.,Buyer Behaviour,Most Effective Promotional Tool,Stages of the Consumer Buying Process,Problem (Need) Recognition,Information Seeking,Evaluation of Alternatives,Postpurchase Evaluation,ADVERTISINGPublicity,ADVERTISINGPersonal Selling,PERSONAL SEL
20、LING,SALES PROMOTIONPersonnel Selling,ADVERTISINGPersonal Selling,Purchase Decision,NEW!,THANKS!,Buyer Behaviour,Industrial Buying Behaviour refers to the purchase decision making of organizations such as manufacturers, service providers, government agencies, institutions, and non-profit groups,Indu
21、strial Buying Behaviour,Marketing Research is the process of systematically gathering, analysing and interpreting data pertaining to the companys market, customers and competitors, with the goal of improving marketing decisions.,Marketing Research,Reactive,Are we attracting new customers?How do we m
22、aintain and increase sales?Are we satisfying our current customers?What new products does our target market need?,Why are we losing customers?Who has surpassed us in our sales?How do we get lost customers back?Can we develop a new product to keep up with our major competitor?,Marketing Research,The
23、Marketing Research (contd), Exploratory research Research conducted to gather more information about a problem or to make a tentative hypothesis more specific,Types of Research,The Marketing Research (contd), Descriptive research Research conducted to clarify the characteristics of certain phenomena
24、 to solve a particular problem Causal research Research in which it is assumed that a particular variable X influences a variable Y,Types of Research,The Marketing Research (contd),Primary data: data observed and recorded or collected directly from respondentsSecondary data: data complied both insid
25、e and outside the organization for some purpose other than the current investigation,Types of Data, Mail survey Telephone survey Online survey Personal interview survey In-home (door-to-door) interview Focus-group interview Telephone depth interview Shopping mall intercept interviews On-site compute
26、r interviews,Basic Survey Methods,The Marketing Research (contd),Market Segmentation,Market Segmentation is the division of a market into different homogeneous groups of consumers,Market Segmentation & Variables,Dividing a market into customer categories,Market Segmentation, Mass marketing Target ma
27、rketing,Requirements of Market Segments, Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Accessible: the segments must be reachable through communication and distribution channels. Substantial: the segments should be sufficiently large
28、to justify the resources required to target them.,The Need for Market Segmentation,Market Segmentation,The Need for Market Segmentation,Market Segmentation, Unique needs: to justify separate offerings, the segments must respond differently to the different marketing mixes. Durable: the segments shou
29、ld be relatively stable to minimize the cost of frequent changes.,Market Segmentation,Segmentation bases Geographic segmentation bases Demographic segmentation bases Psychographic segmentation bases Behaviouralistic segmentation,Group Activity, Students are divided into groups of 4. Each group selec
30、t a snack food and bring enough to feed eight students.,Marketing Mix Exercise,Group Activity,Marketing Mix Exercise, The group members are to analyse the marketing mix Each individual member is to be prepared to speak for one to two minutes on a marketing mix element with respect to that product, so that the full marketing mix of the product is explained.,
