Marketing 07
Unit 7 Marketing_READING
Unit 7 MarketingREADING SECTIONDiscussion:1.What is a market? What is marketing? What elements are included in marketing?What are the ways to market / promote products?2.Which world-famous film stars and sportspeople have appeared in advertisements? In your opinion,Which of those ads was the most effective?Pre-reading: word-matching in the contextInstructions: work in groups1.Students circle the words in the article from the box below.2.Within the context, match the words with the appropriate definitions________a. to influence people and cause them to buy________b.an advertisement on television or radio, or at the cinema________c.photographers who follow famous people around, hoping to take interesting or shocking photographs of them that they can sell to a newspaper.________d.a slight change________e.to shine light on it and to make it brighter and more visible________f.an organization’s program of advertising activities over a particular period of time with specific aims, for example to increase sales of a product.________g.The type of people that a company aim to sell products or services to________h.to become worse or less or fall t a lower amount, standard than before________i.a pleasant or sweet smellWhile-reading: before watching a commercial, do a fast reading and vocab matching in groups.Post-reading: Reading comprehension questions1.How many products have been put onto the market in the fragrance industry? What about their product life cycle?2.Did Chanel No.5 succeed in all markets of the world?3.What initiative did the company take to increase sales of Chanel No.5?4.How do you understand the term “alternative marketing”?5.Why is there a trend towards alternative marketing?6.What other types of marketing have been mentioned in the article?N-COUNT 专题讨论会;研讨会A seminar is a meeting where a group of people discuss a problem or topic....a series of half-day seminars to help businessmen get the best value from investing ininformation technology.旨在帮助商界人士从投资信息技术中获得最大价值的一系列半日研讨会N-COUNT (大学里由教师指导一小组学生参加的)研讨班，研讨课A seminar is a class at a college or university in which the teacher and a small group ofstudents discuss a topic.Students are asked to prepare material in advance of each weekly seminar.学生要在上每星期的研讨课前备好材料。
新职业英语通用版第二册Unit7
use of multiple channels and consolidate them through cross-channel
retailing. This cross-channel strategy might be giving customers the
ability to order online and pick up in-store, or it could be as simple as
< Back Next > Home
Hale Waihona Puke Unit 7 Marketing
ReadT6exitnA-g A
With the development of business intelligence, more and more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-commerce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing information—any data that is necessary for providing a greater understanding of the retailer’s business. The data collection capabilities of the Internet give e-commerce platforms a strategic advantage over in-store retail, where data is much more difficult to capture in a systematic and organized way.
Unit 7 Marketing
2. What qualities make an excellent marketing salesman? Make a list of them. (1) diligent (3) respectful (5) helpful (7) aggressive (9) persuasive (2) responsible (4) persistent (6) communicative (8) self-confident (10) polite
I can also offer 10% off.
The discounted price is only RMB 2,200. Thanks for your time.
Passage
Listen to the passage, and then fill in the blanks with the missing words. New Words and Expressions
It is the newest digital product of Canon Inc. It is in small size and very easy to carry. Its mental body makes it very durable. It is very thin, only 22 mm at the side. It is very beautiful with a large LCD screen. It comes in various colors, pink, brown and silver. It promises better low-light performance and highspeed photography. A compact but powerful 10x optical zoom lens makes it the slimmest super zoom camera of its kind anywhere in the world.
Marketing07PPT课件
Principles of Marketing
Customer-Driven Marketing Strategy: Creating Value for
Target Customers
Learning Objectives
After studying this chapter, you should be able to: 1. Define the three steps of target marketing: market
segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive consumer and business markets 4. Discuss how companies position their products for maximum competitive advantage in the marketplace
1. Discuss the need to understand competitors as well as customers through competitor analysis
2. Explain the fundamentals of competitive marketing strategies based on creating value for customers
7-5
Market Segmentation
营销英语 unit 7
[ T ] [ F ]
[ F ] [ T ]
[ F ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1. claim 2. efficiency 3. distant 4. geographically 5. somewhat 6. commission 7. set up 8. handle A. 佣金 B. 设立 C. 主张 D. 效率 E. 地理上 F. 远的 G. 稍微 H. 处理
Section II
Exercise 3
Text Study
Fill in the blanks with the appropriate form of the words in brackets.
We must consider which sales channel is realistically available to each company. A small manufacturer of potato chips would like to sell its goods to grocery stores nationally (national), but logistics might be a tough problem to solve (solve). Then, it may consider targeting some locally
chain supermarkets
(local).
Section II
Text B
Text Study
专插本《市场营销学》第七版 01第一章 绪论
《市场营销学》第一章
7
市场营销学的学科特点（选择、简答）
• 全程性
• 已突破传统的商品流通领域，上延至生产领域的产前活动，下伸到消费 领域的售后服务；既要研究、加强内部营销管理，又要分析、适应外部 市场环境。
• 20年代已有若干市场营销学教科书问世，初步建立了本学科理论体系。
• 20世纪30年代开始，主要西方国家市场明显呈现供过于求。企业界广泛关心的首要问题 已经不是扩大生产和降低成本，而是把产品销售出去。
• 为了争夺市场，解决商品价值实现问题，企业开始重视市场调查，提出“创造需求”， 致力于扩大销路，并在实践中积累了丰富的资料和经验。
• 微观与宏观的区别不仅在于前者与小规模的个别企业、生产者和经营 者有关，后者与一个国家、地区的总体有关，关键还在于营销活动的福利 焦点不同。
• 一般说来，微观营销活动面向的是企业福利，宏观营销活动面向的是 社会福利。（单选）
• 宏观市场营销学与以企业为营销者的或微观析市场营销。
• 即在特定的市场环境中，企业在营销研究的基础上，为满足消费者和用户现实和潜 在的需要，所实施的以产品（product）、分销（place）、定价（price）、促 销（promotion）等为主要内容的营销活动过程及其客观规律。
• 本课程学习以满足市场需求为中心的企业营销活动过程及其规律性， 属于微观市场营销学。
• 综合性
• “营销学的父亲是经济学，其母亲是行为科学；数学乃营销学的祖父， 哲学乃营销学的祖母。”（菲利普·科特勒）
实用经贸英语口译Unit 7 销售和营销
Our board of directors has approved your proposal for the establishment of a
joint venture in Shanghai. 我方董事会已经批准了你们公司上海 建立合资企业的建议。
Before we move on to new business, we should expand on those successful
It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves.
Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management.
Marketing
Marketing is the process of performing market research, selling products or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments.
关于市场部Marketing 好多细节知识(转)
我这个半瓶水的市场人也来晃荡晃荡大家轻拍此贴可能是个大坑，想要骂人的请绕道此贴是marketing菜鸟写的，所有很多东西还是很表面的给人理解，如果有专业人士莅临，请轻拍此贴lz 因为在外企习惯了外企的作风难免中文夹杂英文，如果看不惯的请绕道 LZ 非市场专业毕业英文很烂工作5年不到点跳槽3次（错误示范，后悔莫及，请勿效仿，后果自负）从事市场3年半路出家所以依然是菜鸟一枚希望和大家共勉给后人得以借鉴职业生涯经历过2家IT公司和1家制造业公司 1:何谓市场最简单最白话的解释就是分析市场需求，提供销售潜在客户群，把公司产品经过一系列的外在内在的包装，帮助销售卖出产品，提高公司营业额 2:人们对市场部的误区：市场=销售其实大型公司市场部和销售部是分开的，更细致的公司还会这么分：市场部，品牌广告部，通路行销部，销售部，客户服务部还有公关部 PS：通路行销Trade Marketing：该部门往往存在于快消消费品和耐用消费品行业。
它起到连接销售和市场部的作用。
因为第一线销售人员数据很多，所以需要一个部门把这些信息分析量化后交给市场部宏观执行，而市场部也不可能全部知道销售的一线情况，最好的方法就是通过中间部门把市场部的战略性部署转换成更适合销售接受的东西传递给一线销售。
这就是trade mkt的作用哪种人适合做市场 1.耐心和细心marketing是很注重细节的工作，也是个很繁琐的工作，有时候整天就对这个PPT做报告，有时候整天要干的就是确认产品目录上的中文字英文字的大小清晰度等，不细心的话数据报表差一个数字就失之千里啦，没耐心的话如果一整天让你打电话给客户做调研或者和比对产品目录，你会不会发火啊，呵呵 2.真正感兴趣这个很好解释吧，不喜欢的工作很难干的长久，很多工作其实做熟练了每天都基本干一样的事情，marketing就好在这里每个品牌的推广活动，每次的展览，每次的广告策略都能给你不同的idea，可能也是很多人喜欢这职位的原因吧，当然大体的事情还是很多雷同的，因为公司策略总归是保持一个方向发展的 3.吃苦市场部的事情非常多，所以在一些行业来说加班加点必不可少，频繁的出差也是很有可能的，没有加班费是常有的事情。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
• • • • •
Occasion Benefits sought User status Usage rate Loyalty status
7-14
Market Segmentation
Segmenting Consumer Markets
Occasion segmentation divides buyers into groups according to occasions when they get the idea to buy, actually make purchases, or respond to a product Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit
7-19
Market Segmentation
Using Multiple Segmentation Bases Prizm classifications include
• • • • •
Age Educational level Income Occupation Family composition
7-5
Market Segmentation Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation
5-4
Market Segmentation
Market segmentation is the process that companies use to divide large heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs
Segmenting Consumer Markets
Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality traits
7-13
7
Principles of Marketing
Customer-Driven Marketing Strategy: Creating Value for Target Customers
Learning Objectives
After studying this chapter, you should be able to: 1. Define the three steps of target marketing: market segmentation, target marketing, and market positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive consumer and business markets 4. Discuss how companies position their products for maximum competitive advantage in the marketplace
Segmenting Consumer Markets
Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality
•
•
•
•
• •
Ethnicity Housing Behavioral and lifestyle factors Purchases Free-time activities Media preferences
7-20
Market Segmentation
Segmenting Business Markets
7-18
Market Segmentation
Using Multiple Segmentation Bases
PRIZM NE classifies every American household into 66 unique segments organized into 14 different social groups. These groups segment people and locations into marketable groups of likeminded consumers that exhibit unique characteristics and buying behavior based on a host of demographic factors.
7-21
Market Segmentation
7-15
Market Segmentation
Segmenting Consumer Markets
User status divides buyers into ex-users, potential users, first-time users, and regular users of a product Usage rate divides buyers into light, medium, and heavy product users Loyalty status divides buyers into groups according to their degree of loyalty
7-11
Market Segmentation
Segmenting Consumer Markets
Income segmentation divides the market into affluent or low-income consumers
7-12
Market Segmentation
7-10
Market Segmentation
Segmenting Consumer Markets
Age and life-cycle stage segmentation is the process of offering different products or using different marketing approaches for different age and life-cycle groups Gender segmentation divides the market based on sex (male or female)
Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities
7-8
Market Segmentation
7-16
Market Segmentation
Segmenting Consumer Markets
Loyalty status divides buyers into groups according to their degree of loyalty
7-17
Market Segmentation
7-2
Chapter Concepts:
Market Segmentation Marketing Target Differentiation and Positioning Positioning for Competitive Advantage
1. 2.
3.
4.
7-3
Market Segmentation
Using Multiple Segmentation Bases
Multiple segmentation is used to identify smaller, better-defined target groups Geodemographic segmentation is an example of multivariable segmentation that divides groups into consumer lifestyle patterns